Since beacon technology was introduced to retail it has been piloted by dozens of big names.

Since beacon technology was introduced to retail it has been piloted by dozens of big names.

For the most part, retailers have used beacons to deliver location and context-specific messages to shoppers with a view to driving a purchase. But can the technology be harnessed to enhance the in-store shopping experience for customers as well?

Outside the marketing and retail community, many consumers still do not know what beacons are or how they can improve the in-store experience.

“Many shoppers still have concerns about the technology, particularly when it comes to the issues of privacy and notification overload”, says Sam Clark, managing director of app development company Conjure.

“Nevertheless, as long as retailers educate consumers about what beacons are, and are thoughtful about how they use them, consumers will very quickly realise just how helpful beacons can be”.

Beacons can be utilised in a variety of ways, from showing a customer availability of a particular item to helping them locate it on the shopfloor. By using beacons in this way, retailers can simultaneously improve customer service and online engagement.

“In a world where people either don’t want to or don’t have the time to engage with shop assistants, beacons could increase the convenience of the in-store experience,” says Clark.

Crucially, consumers can only interact with beacons in a retail outlet if they have that retailer’s app installed on their phone. Retailers should, therefore, ensure that beacons fit into their wider app strategy to ensure they effectively improve the in-store experience.