Eeacon Technology Case Study

iBeacon Technology (Omnichannel Presence)
In order for retailers to remain relevant in the modern digital age, they are almost compelled to market their products and services through omnichannel retailing such as e-commerce and mobile applications. The challenge for omnichannel companies is to maintain a consistent brand image and appeal across all networks to their target market. Customers first narrow down their choices through online research. To aid a consumer during their information search, web and accessible mobile applications can help him or her attain product and available service information at any time or place. Companies also benefit from their omnichannel presence by gathering big data from the internet. This big data acquired
iBeacon Technology is an innovative Bluetooth platform that increasingly many retailers are integrating in their brick and mortar stores to enthuse and interact with their customers. iBeacon Technology integrates the online and in store presence by alerting users through the use of location services when they approach or leave a store. By consolidating the retail of a brick and mortar store with a technology platform such as iBeacon, passing walking traffic is enticed to enter the store to advantage of the exclusive sales and offers. Starbucks, Rite Aid, and Barneys are amongst the multiple retailers that have started to integrate this technology. Through the push notifications that enable companies to access user’s/shopper’s phones, these retailers send discounts, weekly updates, as well as exclusive in-store offers as users are physically approaching or are near a store. iBeacon Technology uses one Bluetooth device such as a phone, iPad, or a computer provided by the retailer inside the store to connect to other devices. The technology measures the strength of Bluetooth waves throughout the store between that device and shopper’s phones to determine the location of the shopper inside the store and the products that they are close
People that come across the brand on the internet can easily visit the store website to see the store appeal and share it with their friends. Digitizing the in-store experience overcomes many challenges that brick and mortar stores, that lack omnichannel presence, would face competing with online retailers such as Amazon. iBeacon focuses on making the omnichannel retail experience continuous from online to in-store shopping. A product marked on an online wish list can now be seamlessly bought in person. Functionalities of a mobile application such as “Product Locator” or Barneys’ “Endless Aisle” concept can prevent the customer from encountering an inventory stock-out when he or she enters the store. The connected web and store platforms convert the retailer from a simple market to a complete resource. The ubiquitous nature that iBeacon technology enables promotes a greater wholesome brand image while providing product and service information for the customer. Moreover, it provides an advantage to the company by providing big data of consumers and aggregating that in-store and online behavior to further tailor its products to the target