An American study from inMarket shows that consumers interact way more with advertised products if they receive such ads through store-located beacons.
"Beacons are the future"
According to the research, interaction is 19 times higher with advertised products through beacons. The interaction is to pick up the product and scan its bar code. An app is used 16.5 times more often in a store and shoppers are 6.4 times more likely to keep a shop app if they get beacon messages.
InMarket, which develops beacons itself, observed 25,000 shoppers in a 30-day period. "This is the first data gleaned from a beacon rollout at scale that prove that beacons WILL become commonplace and accepted by users when implemented correctly", inMarket CEO Todd Dipaola told Techcrunch.
According to him, a customer's smartphone will act as a concierge, helping to find the right products while giving additional information. Retailers who want to use the beacons to push through as many advertisements as possible, will not have any positive effects from their use.