Retail News, Netherlands: Cognizant’s Senior Vice President of Retail Consulting Says Beacon Technology can Strengthen Customer Relationships and Help Retailers Improve In-Store Experience

“More and more retailers are thinking about implementing beacon technology due to [its] benefits,” says Steven Skinner. “But for successful use of technology, it is essential that customers voluntarily download an app on their smartphone. However, most apps from retailers are unique and not linked together, so this would mean that customers need to download an app for each store they visit. That makes the chances of a successful implementation a lot smaller.” Excerpts:

“It is important that retailers show customers the benefits of this technology. They need to provide unique offers that customers would otherwise not get. So, in addition to information about products in the store and online, retailers can personalize offers and provide discounts to reward customers’ loyalty. Another attractive option to download the app is that beacon technology is integrated in popular apps like PayPal shop, so customers do not have to download multiple apps.

Despite the challenges, retailers benefit from more customer involvement and insight into customer and staff behavior. The increase in the number of smartphones makes the mobile shopping experience more and more important and means that beacon technology is likely go mainstream in the next few years. If retailers do not want to lose out to the competition, retailers need to start planning for beacons now.”

Click here to read the article in Dutch.