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Beacon technology is increasingly being used to pinpoint precisely where a customer is browsing in store.
For a retailer, there are several reasons why beacon technology is proving attractive.
The main barrier to the potential success of beacon technology is the fact that customers have to voluntarily download and install a smartphone app for it to work, third party or the brand's own.
Although NFC and to some extent radio-frequency identification (RFID) technology have made similar promises in the past, the widespread uptake of smartphones and the fact that mobile devices are playing a more important role in the shopping experience means that beacon technology is likely go mainstream in the next few years.
Beacon technology is one tiny part of a much larger shift in our understanding of how digital retail can be brought in store – it's a change that's mainly being led by customers at the moment, so retailers are going to have to keep up.
An analogy for beacon technology is GPS.
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The beacon technology was great and we also chose to use geo-fence technology (virtual perimeters for real-world geographic areas) to action parts of the app to welcome people to venues.
And although technology infrastructure isn't the sexiest or even the most visible item on a mall's amenity list, McGee says sufficient connectivity and interactive elements like near-field beacon technology are critical to the omnichannel experience.
Apple's own beacon technology - iBeacon - is also currently being tested by businesses around the world, including a select number of McDonald's restaurants and shops on London's Regent Street.
One such technology is "beacons", small devices embedded in signs or displays that can push information to nearby smartphones.
London-based digital design studio ustwo is working on a project with the Royal London Society for Blind People RLSBB) to determine whether iBeacons/Bluetooth Low Energy beacon technology can be used to help visually impaired individuals navigate public transport by mapping their location dynamically and providing audio cues to direct them through stations and onto trains via an app.
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