For all of the fanfare over the last year about retailers using beacons and despite all the perceived benefits they see in using them, most merchants still have yet to implement beacon technology in their stores.
As one of the most visible areas in the Internet of Things, beacons and the short-range radio signals they send to smartphones to trigger various activities, have yet to take off in a big way.
Despite the many announcements of retailers launching beacon programs over the last year or so, many from major retailers including Macy’s, Lord & Taylor and, most recently, Target, fewer than a third (29%) of retailers have beacons in stores, based on a new study.
On the positive side, 17% more plan to add beacons, which would bring the total with beacons to 46%, according to the 2015 Store Operations Survey, the fourth annual study comprising a survey of 100 retail executives by Retail TouchPoints.
This means that more than half (54%) of retailers have not implemented beacons with no current plans to do so. But it could be their loss.
Those with beacons have seen a wide range of benefits, not the least of which is better understanding customer browsing and buying patterns. They also are seeing increased customer engagement and a good number have seen an increase in sales.
Here are the benefits retailers have seen since implementing beacons in their stores:
It begs the question of why 54% of retailers are not beaconing.