Apple’s announcement of the iBeacon functionality as part of its iOS7 technology is a game-changer for how businesses will conduct location-based marketing in the future. Think of iBeacon as a form of micro-location geofencing that makes it much easier for retailers to use a person’s exact location within a store to deliver targeted, relevant content, says Dave Walters, Product Strategist, Silverpop.
Here’s how it works: A customer with an iPhone 4S or later model who’s downloaded your app walks into your store. The iBeacon in the customer’s phone exchanges data with beacons in your store. Your system has been configured to send push notifications to customers who meet certain criteria, so at the moment the customer strolls into Aisle 12, they receive a push notification on their phone with offers or content related to where they’re standing.
The possibilities are endless. You could use iBeacon to serve up customized coupons, says Dave, send sales alerts based on real-time external data (such as weather changes), display personalized product information and videos, curate shopping lists based on past purchases, and drive email opt-ins. Moving beyond mobile, you could use iBeacon activity to trigger communications in other channels. Learn More on iBeacon and the next generation of location based marketing.
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