Beacons for Retailers: Beyond the Hype

Marketers continue to tout beacons for their personalization capabilities and ability to facilitate targeted offers—Facebook’s Place Tips and Google’s Eddystone are just two of the latest high-profile examples of innovations in this area. But consumer interest has barely managed to rise above indifference and most retailers are still in the experimental phase nearly two years after the introduction of Apple’s much anticipated iBeacon, so the question remains whether beacons are still a technology on the verge or already a flash in the pan.

Publication: 
eMarketer
Author: 
eMarketer
Document Type: 
Research
Paywall: 
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