Lighthouse shines a beam of bright light into the night in Scheveningen, Netherlands

Retail activity this holiday season promises to be more omnichannel than ever, courtesy of the ever-present smartphone. That raises the stakes for retailers in terms of their preparedness and complicates their attribution metrics. With online-to-offline shopping dynamics in focus, this may be the long-awaited breakout year for beacon technology.

According to data from beacon proximity and location intelligence platform inMarket, beacons and proximity marketing programs are set to influence $7.5 billion in U.S. millennial spending this holiday season. That’s a huge figure, and it only applies to one segment of the shopping population, albeit a sizable demographic that is very attuned to in-store technology, so there’s a lot of discretionary spending at stake here for retailers that figure out the right messaging and offer cadence. In a study of U.S. consumers by beacon-powered mobile marketing firm Swirl, 86 percent of shoppers said they would spend more money with retailers


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Source: Street Fight