As beacon adoption accelerates, retailers have immense opportunities to enhance shopping experiences, influence customer journeys, and gain actionable insights through location technology. However, thoughtfully designed deployment strategies are crucial for stores to realize the full potential of beacons.
Identify Highest-Priority Shopper Engagement Opportunities
Evaluate where beacons can most strategically transform customer experiences in the retail environment. Prioritize 3-5 high-impact use cases to address with the initial rollout, such as offers by product zone, wayfinding, checkout automation, virtual trial rooms, and curbside notifications.
Select Versatile Beacon Hardware
Choose hardware models optimal for merchandising use cases across store areas and shelves. Key factors include battery life, size/form factor, durability, attachment mechanisms, and detection range. Support for multiple vendor beacons provides future flexibility. Favor finished case designs.
Develop Frictionless Mobile App Experience
The app experience is critical for delivering value to shoppers via beacons. Make it seamless for customers to download, opt-in, and receive engaging content through notifications and on-screen interactions triggered by proximity. Integrate beacon data into CRM and analytics platforms.
Design Store Layout for Optimal Beacon Positioning
Map out beacon positioning throughout the store to enable compelling experiences in each zone and department without gaps in coverage. Consider factors like fixture materials that may cause interference. Adjust density and placements based on learnings over initial pilot period before expanding rollout.
Leverage Cloud-Based Beacon Management
A enterprise-level management platform provides remote visibility and control of all beacons across locations. Centralized monitoring and configuration capabilities reduce IT overhead while optimizing performance. Prioritize an open platform with extensive integrations.
Train Staff on Beacon Capabilities and Insights
Educate store associates on how beacons enhance engagement, conversions, and experiences. Showcase how location analytics yield critical shopper behavior insights to inform merchandising decisions. Knowledgeable staff provide better assistance.
With the right strategies around use cases, architecture and technology, beacons become a powerful asset for retailers seeking to thrive in the mobile era. Associates leveraging location-based engagement and intelligence are poised to outpace the competition.
