Retail marketers are struggling to integrate beacons with app data
Summary
“A beacon is absolutely useless with no apps to listen to it,” Mobiquity Networks CMO Jim Meckley said, as quoted in the report. The report’s author, John Koetsier, put it this way: For beacons to work, consumers need the right app. Consumer adoption of retailers’ branded apps may be key to the success of in-store beacon technologies. Compare that to mobile-mad China, where nearly 50 percent of consumers routinely shop using branded apps and spending is heavily influenced by a retailer’s social media presence. VB’s new Brands & Mobile Advertising: How to win report is available for $499 on VB Insight, or free with your martech subscription One emerging opportunity for retailers with beacon technologies may be to tap the rapidly growing number of data-rich consumer wearable devices and apps strolling through their stores.