An article was released this week in Street Fight announcing that Macy’s will be adding over 4,000 beacons to their stores across the country. They’ve partnered with Shopkick–a retail shopping app–to utilize the same beacon technology that Apple first introduced in 2013. ShopBeacon, their built upon version of Apple's iBeacon, "will allow Macy's to market at a more regional level before quickly tailoring data toward hyperlocal, personal marketing...(and) will allow for increased consumer engagement and promotional and marketing relevancy that will benefit customers nationwide."
Last week we discussed how the face of Local and Social Search may be changing as new apps and platforms are developed to create highly personalized search results. But what goes on once we’re through the door of brick-and-mortar locations might be changing as well. Case in point, the “beacon” and its ability to facilitate mobile communication with customers while they’re in your store or location.
Beacons—small pieces of hardware that use Bluetooth Low-Energy (BLE) connections to “talk” wirelessly to your devices—automatically activate merchant advertising, coupons, announcements, payment services and general interactions on a user’s device as they move within a set of boundaries.