Using the beacons to connect with consumer smartphones, retailers are able to engage, influence and analyze the behavior of opted-in consumers as they shopped in and near the retailers’ stores.
A new study finds beacon marketing programs are having a significant impact on driving traffic into stores, influencing in-store traffic patterns, and increasing retail store sales.
Swirl, a beacon specialist, analyzed campaign data from more than one million in- and near-store beacon interactions that took place in November and December at thousands of store locations owned by national retailers. Through the Swirl platform, retailers were able to compare the real world behaviors of shoppers who received beacon-triggered messages with the benchmark behaviors of a group of shoppers who were not sent any in-store mobile messages. Campaigns were designed to drive specific business objectives for each retailer, generating the following results:
• A mall-based specialty retailer saw a 41% increase in average basket size and a 36% increase in mall to store traffic conversion rate
• A branded apparel manufacturer saw a 7% increase in outlet store traffic and sales, resulting in a projected 7x return on investment
• A leading department store increased traffic flow to targeted departments by 10 – 17%
• A specialty apparel retailer saw a 13% increase in mall to store traffic conversion rate, resulting in a projected 5x return on investment
Swirl says the proliferation of Bluetooth Low Energy signals, now available in the form of beacons, WiFi access points, payment terminals and light fixtures from the likes of Cisco, Verifone and GE, coupled with the massive audience of Eddystone-enabled smartphones created by Google’s recent release of Nearby Notifications, has eliminated many of the early barriers to retailer and consumer adoption, especially as it relates to audience access and scale.