Shoppers who receive beacon-triggered messages appear to be OK with getting them.
And in-store beacon campaigns also are impacting shopper behavior, based on a new analysis of tens of thousands of beacon-triggered interactions at a number of retailers.
More than half (60%) of enabled shoppers open and engage with beacon-triggered content, according to the analysis by Swirl Networks. Almost a third (30%) of shoppers redeem beacon-triggered offers at the point of purchase.
The data was derived over a three-month period from the total number of opted-in consumers who had an app that could be beacon-triggered and had Bluetooth turned on.
The consumers shopped at U.S. and Canadian stores with Swirl beacons installed, including Lord & Taylor, Hudson’s Bay, Timberland, Urban Outfitters, Alex & Ani and Kenneth Cole.
It also appears that shoppers at these stores are willing to accept more than one beacon-triggered message per shopping trip. Swirl found that shoppers viewed an average of 2.5 pages of content per shopping trip.
At Lord & Taylor, for example, shoppers entering the store receive a welcome message and then receive various full-page mobile messages as they enter certain departments or walk near certain products.
At the recent MediaPost IoT: beacons conference, a Lord & Taylor executive said the retailer has learned that limiting the number of messages per shopper to three seemed to be optimum.
Separately from the data analysis, Swirl created a survey questionnaire and received responses from 307 shoppers who received beacon-triggered content. The survey results showed:
Though beaconing is still in its infancy, early results from numerous trials are showing positive and measurable results.
As is the case with millions of consumers, the beacons are getting ready for the holiday shopping wave.