Shoppers engaging with beacon-triggered offers

In-store beacon marketing campaigns are having an impact on consumer behaviour, with 60 percent of shoppers engaging with beacon-triggered offers, according to a study from Swirl Networks, a proximity-based mobile marketing platform provider.

Swirl analysed campaign performance data from tens of thousands of shopper interactions at stores across North America including Lord & Taylor, Hudson’s Bay, Urban Outfitters, Alex & Ani, Kenneth Cole and Timberland. It found that while 60 percent of shoppers are “open and engage” with in-store beacon campaigns that 30 percent also go onto redeem.

The survey also found that a further 73 percent of shoppers said that beacon-triggered content and offers increased the likelihood of making a purchase, while 61 percent said they would do more Christmas shopping at stores that delivered mobile content and offers while they shop, and 61 percent added that they would visit a store with beacon marketing campaigns more often.

“This holiday season, retailers with beacon marketing capabilities in place will have a distinct advantage over those who do not,” suggests Hilmi Ozguc, founder and CEO of Swirl. “Proximity marketing has the power to transform the customer experience, increase brand affinity and drive sales uplift. Early adopters are seeing remarkable results and generating highly valuable learnings that they are using to optimize future campaigns. For retailers who haven’t yet deployed beacon marketing programs, it should be a top priority for 2015.”