There are numerous ways in which a modern brick-and-mortar retail outlet can enhance point-of-purchase marketing by integrating the powerful iBeacon solution into the store’s daily routine. Whether you plan to use iBeacon primarily outside of your storefront to attract new business, or whether you expect this helpful tool to assist mainly on the sales floor, this list will give you ideas on how to practically utilize iBeacon technology to generate more revenue.
Using beacons outside of your store
1. Diverting passersby’s attention to your store
Significantly extend your physical advertising presence by contacting prospective customers located within a 230 foot radius from your retail unit. People passing by the store, who might have otherwise continued to another destination, may respond to iBeacon’s marketing information when a sales notice pertains to an item of interest to them.
2. Providing parking information
Relay useful parking information to your customers, such as the number and location of free parking spaces on your lot. When customers are done shopping, they can quickly and efficiently be directed to their vehicle in a crowded parking lot.
Using iBeacon within a retail location
1. Welcoming customers to the store
Greet the customers entering the store with a personalized welcome message that invites them to check out the new arrivals, hot deals and specials. Use the opportunity to remind visitors of planned purchases by synchronizing with the shopping lists on their smartphones.
2. Offering in-store navigation
Guide your customers to products that interest them by tapping on a product image or department name, after which they can navigate via an interactive map which tracks their real-time movement through the store.
3. Delivering personalized offers
Deliver highly targeted offers based on shoppers’ preferences, in-store purchase history or current location in your brick-and-mortar. This valuable information can additionally be shaped into contextually relevant content that will help increase your sales. For instance, grocery stores could send out recipes and allow shoppers to immediately add necessary ingredients to their existing shopping lists.
4. Offering time-sensitive discounts
To capture and realize a potential sale, customers can be offered coupons or discounts valid only for the duration of the visit to the store. Price can go down proportionately to the time spent in your store. For instance, to get the maximum discount of 20%, a shopper would have to purchase the item during that visit only. This strategy is very effective for retailers who are trying to combat “showrooming” with online stores.
5. Providing product information
iBeacon solution allows you to supply detailed product information while the product is in the customer’s hands. Simply place beacons near a display shelf or directly on individual items and furnish customers with all the relevant information even when sales representatives are busy somewhere else.
6. Directing salespersons
In case of an unsuccessful search for a product, unavailable model or size, or simply a request for additional information, customer can use the mobile app to request help from a sales representative. Through their iBeacon console, the sales representative will be able to see the shopper’s exact location within the store. This will enable them to attend to the customer promptly and guide the customer through the purchasing decision.
7. Catering to loyal customers
Promote a customer loyalty program by awarding bonuses or points to customers who walk in the store, look at particular displays, scan items, participate in new promotions or purchase designated merchandise. You may even tailor the deals according to your customers’ loyalty levels.
8. Promoting end of season markdowns
To spur additional interest that might result in immediate sales, use iBeacon notifications to direct customer’s attention to end of season price markdowns or sales of returned items.
9. Cross-selling related products
Maximize cross-selling opportunities by notifying shoppers of paired or matching products and lines, and direct the shopper to another department or part of your store relevant to their purchase.
10. Reserving items
Assist your customers in making reservations for out-of-stock or layaway items on store shelves, or in placing advanced reservations for certain items from home. Let them know about their items’ arrivals so they can drop by the store and pick them up when it suits them.
11. Automating checkout
Speed up and simplify the purchase experience without having to invest in expensive infrastructure. Shoppers no longer need to wait for a cashier or struggle in long checkout lines. Payment can now be available through customers’ mobile phones with their prior credit card or store card information.
12. Getting customer feedback and referrals
Get timely customer feedback by allowing shoppers to vote their experience in your store. They could even leave comments or share their in-store experience with others. For example, they could snap a photo with a new clothing collection and share it with their friends. Shoppers can easily be incentivized to make these kinds of social referrals by offering them rewards in return – coupons or points, for instance.
13. Optimizing merchandise
Place merchandise displays more effectively throughout the store by collecting detailed, specific information about the number of customers passing particular items or stopping to view certain displays.
iBeacon solution readily facilitates all these marketing strategies. Additional uses will likely emerge in the future.