{"id":2867,"date":"2019-01-03T09:28:28","date_gmt":"2019-01-03T09:28:28","guid":{"rendered":"https:\/\/www.beaconzone.co.uk\/blog\/?p=2867"},"modified":"2023-05-04T20:25:47","modified_gmt":"2023-05-04T20:25:47","slug":"resurgence-of-beacons-in-retail","status":"publish","type":"post","link":"https:\/\/www.beaconzone.co.uk\/blog\/resurgence-of-beacons-in-retail\/","title":{"rendered":"Resurgence of Beacons in Retail"},"content":{"rendered":"\n<p>The demise of <a rel=\"noreferrer noopener\" aria-label=\"Google Nearby (opens in a new tab)\" href=\"https:\/\/www.beaconzone.co.uk\/blog\/google-to-stop-serving-android-nearby-notifications\/\" target=\"_blank\">Google Nearby<\/a> prompted some commentators to declare the death of beacons. However, here at BeaconZone we are actually seeing a resurgence of the use of beacons in retail.<\/p>\n\n\n\n<p>Gone are the unsolicited notifications and gone are the <em>&#8216;get rich quick&#8217;<\/em> marketers. The scenarios that remain tend to use beacons as an adjunct to something else rather than being the main solution itself. For example, they are used to provide triggering in <a rel=\"noreferrer noopener\" aria-label=\"CloseComm (opens in a new tab)\" href=\"https:\/\/closecomms.com\" target=\"_blank\">CloseComm<\/a>&#8216;s WiFi onboarding app used by Subway, McDonalds, BurgerKing and CircleK and NCR.<\/p>\n\n\n\n<p>Beacons are being rolled out to many food retailers, particularly in the USA. They are also taking new physical forms as witnessed by Mr Beacon:<br><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Interesting to see <a href=\"https:\/\/twitter.com\/RadiusNetworks?ref_src=twsrc%5Etfw\">@RadiusNetworks<\/a> RadBeacon in the <a href=\"https:\/\/twitter.com\/hashtag\/McDonalds?src=hash&amp;ref_src=twsrc%5Etfw\">#McDonalds<\/a> table tent at our local Mickey D\u2019s <a href=\"https:\/\/t.co\/4inLd5JJEy\">pic.twitter.com\/4inLd5JJEy<\/a><\/p>&mdash; Mr. Beacon (@Mister_Beacon) <a href=\"https:\/\/twitter.com\/Mister_Beacon\/status\/1073779084935626753?ref_src=twsrc%5Etfw\">December 15, 2018<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>If you are looking for more innovative uses of beacons in retail, take a look at Alibaba&#8217;s Fashion AI concept store as mentioned in the latest Wired (UK):<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.beaconzone.co.uk\/blog\/wp-content\/uploads\/2018\/12\/innovationmadeinchina-755x1024.png\" alt=\"\" class=\"wp-image-2872\" width=\"378\" height=\"512\" srcset=\"https:\/\/www.beaconzone.co.uk\/blog\/wp-content\/uploads\/2018\/12\/innovationmadeinchina-755x1024.png 755w, https:\/\/www.beaconzone.co.uk\/blog\/wp-content\/uploads\/2018\/12\/innovationmadeinchina-221x300.png 221w, https:\/\/www.beaconzone.co.uk\/blog\/wp-content\/uploads\/2018\/12\/innovationmadeinchina-768x1042.png 768w, https:\/\/www.beaconzone.co.uk\/blog\/wp-content\/uploads\/2018\/12\/innovationmadeinchina-1200x1628.png 1200w, https:\/\/www.beaconzone.co.uk\/blog\/wp-content\/uploads\/2018\/12\/innovationmadeinchina.png 1598w\" sizes=\"(max-width: 378px) 85vw, 378px\" \/><\/figure><\/div>\n\n\n<p>RFID and Beacons are used to detect items picked up during shopping so that customers can collect what they have looked at, have accessories automatically selected and view what&#8217;s in stock. Once they are home, a virtual wardrobe allows customers to buy anything they saw in store.<\/p>\n\n\n\n<p>Beacons can also be used to enable audit compliance. Eric West, Head of Strategy at <a rel=\"noreferrer noopener\" aria-label=\"IMS (opens in a new tab)\" href=\"https:\/\/www.imsretail.com\/\" target=\"_blank\">IMS<\/a> has a useful free pdf on takeaways from GroceryShop, the retail industry conference. The pdf also mentions the use of beacons in lighting to drive location-based messages and wayfinding. Also:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p> <em>&#8220;Amazon\u2019s 2017 acquisition of WholeFoods was a \u201ctipping point\u201d that ensured all grocery players were  speeding up their digital plans.&#8221;<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>Read about <a href=\"https:\/\/www.beaconzone.co.uk\/Marketing\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Beacons for Marketing (opens in a new tab)\">Beacons for Marketing<\/a><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The demise of Google Nearby prompted some commentators to declare the death of beacons. However, here at BeaconZone we are actually seeing a resurgence of the use of beacons in retail. Gone are the unsolicited notifications and gone are the &#8216;get rich quick&#8217; marketers. The scenarios that remain tend to use beacons as an adjunct &hellip; <a href=\"https:\/\/www.beaconzone.co.uk\/blog\/resurgence-of-beacons-in-retail\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Resurgence of Beacons in Retail&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,43],"tags":[],"_links":{"self":[{"href":"https:\/\/www.beaconzone.co.uk\/blog\/wp-json\/wp\/v2\/posts\/2867"}],"collection":[{"href":"https:\/\/www.beaconzone.co.uk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.beaconzone.co.uk\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.beaconzone.co.uk\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.beaconzone.co.uk\/blog\/wp-json\/wp\/v2\/comments?post=2867"}],"version-history":[{"count":14,"href":"https:\/\/www.beaconzone.co.uk\/blog\/wp-json\/wp\/v2\/posts\/2867\/revisions"}],"predecessor-version":[{"id":8629,"href":"https:\/\/www.beaconzone.co.uk\/blog\/wp-json\/wp\/v2\/posts\/2867\/revisions\/8629"}],"wp:attachment":[{"href":"https:\/\/www.beaconzone.co.uk\/blog\/wp-json\/wp\/v2\/media?parent=2867"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.beaconzone.co.uk\/blog\/wp-json\/wp\/v2\/categories?post=2867"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.beaconzone.co.uk\/blog\/wp-json\/wp\/v2\/tags?post=2867"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}