Progressive Grocer Independent

AUG 2016

Issue link: http://magazine.progressivegrocer.com/i/712884

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August 2016 | Defining the Independent Market | 33 A t recent trade shows, conferences and meet- ings, a lot of the buzz has been about an emerging technology at retail — the use of short-range bea- cons as communications tools in the retail environment. Enough chatter is going around that it may be confusing for some independent retailers. Let's start with the basics of the technology. Beacons are low-cost devices (costing $15-$20 each) that can be positioned in retail environ- ments and tasked with continuously scanning a designated area, which can be as small as an aisle or as large as a parking lot, for specific mobile devices. In general, the beacons are looking for smartphones whose users have opened specific apps, though some of the technologies allow for connecting with a closed-but-downloaded app. To be more specific, if I am store The Technology Pragmatist A, and I can get people to download my app, I can then communicate with them on a highly targeted basis. I can find them in front of the frozen pizza and suggest that they try the fresh pizza in the deli instead. I can find them in the avocado section and alert them to the location and sale price of tortilla chips. e marketing applica- tions are manifold and very interest- ing as well. For at least 30 years, marketers have been trying to reach the right consum- ers at the right place with the right message at a reasonable cost, and bea- cons provide another step forward in the ongoing process of trying to attain this goal. Beacons seem to meet all of the criteria for a successful marketing Beacon technology offers many marketing opportunities, but should indies invest? By David Diamond Targeted Marketing Try our Fresh Pizzas located in the Deli Section If I am store A, and I can get people to download my app, I can then communicate with them on a highly targeted basis.

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