Beacons were the big story in 2014 but as the year winds down, mass merchants such as Office Depot are testing audio technology solutions for driving in-store engagements on mobile phones,
with each strategy offering unique challenges and opportunities. The real story is that retailers and marketers are looking for the best way to engage with in-store shoppers in real-time.
While beacons appear to have the lead right now, in the end, a mix of complementary technologies – including audio, Bluetooth BLE, Wi-Fi, NFC and others - may be used in tandem to create a
comprehensive in-store experience.
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