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Monday, July 20, 2015

Beacon Technology for Fashion Stores

A beacon is hardware device which uses Bluetooth low energy to seek out specific, integrated apps and send relevant messages to shoppers' smartphones as they pass by the beacon.  The purpose is to help retailers drive traffic and sales.

If a beacon is placed in a clothing store it may allow the retailer, clothes brands, or marketers to wake up their previously installed app and deliver a relevant and possibly personalized message to consumers as they walk thru the store.

Think about a fashion app that you may have downloaded to your phone six months ago and completely forgot that you downloaded.  Now, you walk into a store that has a relationship with that particular app.  As you walk by the beacon, it creates a connection to your app and sends a store coupon to your mobile device.  Rather than you opening an app for the store you entered, the beacon automatically finds that you have the app and sends you a message.  This can potentially be helpful to consumers as well as the store.

Let’s use the example of an imaginary fashion store located in New York City called “Apparel Search Boutique”.  Using the assumption that you are super clever, you had downloaded the Apparel Search Boutique App to your smart phone the moment your leaned of the app.  A year has passed, and you finally found the time to travel to NY to visit the amazingly trendy Apparel Search Boutique flagship location.   Although you forgot that you downloaded the Apparel Search Boutique fashion app, you are automatically sent a great list of discount coupon codes as you pass the in store beacon.

The technology is "potentially transformational" because of its ability to wake up apps and re-engage consumers who may not remember to open up the app every time they come to the store.

As the technology becomes mainstream, the goal is to have the messages personalized for each consumer to further improve the shopping experience.

inMarket / iBeacons

If you have thoughts, knowledge, or questions about this retail technology, please share your comments.


Learn more about fashion apps and fashion industry technology here on Apparel Search.

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