Computing, UK: Cognizant’s Senior Vice President of Retail Consulting Says Beacon Technology is a Powerful Tool for Retailers

“Beacons are a powerful tool for retailers,” says Steven Skinner. “Beacons can help a retailer recognize, reward and understand its best customers, increasing loyalty and building a stronger relationship with them.” Excerpts:

“The technology can be used to track how many times a customer visits a shop, the departments where they spend the most time to determine which displays are most effective, and the number of promotions or vouchers redeemed in order to monitor conversions.

The technology also has the potential to let a retailer know when its most profitable online customers are present, so staff can recognize and treat them accordingly.

However, some customers would have to be reassured that the technology does not represent a threat to their privacy.

The main barrier to the potential success of beacon technology is the fact that customers have to voluntarily download and install a smartphone app for it to work.

To overcome this, retailers need to educate customers about the benefits this technology offers them, and demonstrate the unique benefits they would not get otherwise.

While the introduction of beacon technology poses challenges, if retailers offer a genuinely beneficial and contextually-relevant experience to customers, they will benefit from enhanced engagement and far greater insight into in-store footfall and customer and staff behavior."

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