Deploying bluetooth in-store messaging without a strategy dooms it.
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Just to clarify we are big fans of ibeacon sensors and BLE technology integrated in mobile in-store messaging experiences. This post is to help marketers and retail/ brands to make them user friendly opposed to annoyances and a fad. Like the NFC (Near Field Communication) devices before it all comes down to consumer adoption. The difference of the two technologies already is BLE is device agnostic. There is going to many who go straight for the sale with the ibeacon and that we don’t think is the purpose of the technology. (at least at first). No doubt that 2014 will be a extremely hot year for the technology. Already a numerous amount of companies have launched with there own hardware and software and marketers have followed the hype by purchasing in without fully knowing how the technology will be accepted. If introduced properly in applications customers are using then the technology can be useful, educational and even fun, but the key word to remember is “properly”.
Here are potential pitfalls for the ibeacon and in-store messaging
Pitfall 1. -Thinking shoppers are walking around in-store staring at their phone all the time. Customers are not blind to what is around them. The very definition to shop is “To look for something with the intention of acquiring it.” Add to the shopping experience don’t take away from it. Combine the technology with a reason download or use your application.
Pitfall 2. Customers do not need hit with a coupon every aisle or shelf they have been getting that for over 100 years, they are called sale signs. Introduce the technology for purposes that are helpful. By using the BLE technology to give the mobile user more information about the area of store, product or brand. Giving the mobile user options let’s them feel in control of their device. They are already in the store and most likely have download your app, the hard part is done, so now be helpful.
Pitfall 3. Bluetooth on? Getting customers to turn on or keep on bluetooth function is becoming easier. Now that bluetooth comes already enabled and with vehicles and handsets become more mainstream this problem is becoming less, but is still a potential barrier. Be prepared to educate on the technology to customers via in-app and in-store signage.
Pitfall 4. Lack of training. Employees should be fully trained on the technology and 100% aware of it’s goal. Have employees try it themselves so they can show others. Unfortunately everyone has experienced in-store employees who were clueless about something they should be aware of including things like sales, products or inventory etc. Investing into new technology must also mean investing in educating people about it.
Having a quality mobile application across all devices is key for in-app engagement technologies like BLE (Bluetooth low energy). To keep customers using your application requires a strategy that is put in place to make sure the quest to increase profits does not come ahead of being a mobile device owner’s tool to make a more user friendly buying experience.