Mar
12
Don’t Rush for Beacon-Tech Gold Until You’ve Got a Plan
Posted in: UncategorizedFashion retailer Chico’s made news last month with ambitious plans to beam marketing messages to shoppers’ smartphones using beacon technology. We can count on this to be the leading edge of a gold rush, as marketers chase the twin ideals of consumer understanding and personalization that beacon seems to make possible.
But if they race in without the intricate research required, retailers may ruin one of the biggest opportunities marketing has ever confronted. While the barrier to entry has never been lower, the barrier to effectiveness has never been higher.
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