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:
- 73% -- Beacon-triggered content and offers increased likelihood to purchase during store visit
- 61% -- Would do
more holiday shopping at stores that delivered mobile content and offers while they shop
- 61% -- Would visit a store with beacon marketing campaigns more often
- 60% -- Would buy more
as a result of receiving beacon-triggered marketing messages
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.