Attention, Target shoppers: Beacons are here
Target has become one of the largest retailers to enhance the in-store shopping experience while simultaneously bridging its physical and online experiences with new technology.
The retailer announced Wednesday it has rolled out a beacon test program in50stores across the U.S.Guestswho opt inwill receivelocation-basedcoupons, deals and product recommendations on their iPhonesas they browse the aisles.Theprogram is designed to save guests time and money by helping them find what they're looking for, discover new products and receive offers and services that are relevant and timely.
"We’re excited to start using beacon technology to offer real-time, relevant content and services that can help make shopping at Target easier and more fun,” said Jason Goldberger, president of Target.com and Mobile. “This is another way Target is bridging mobile and stores, and using digital to enhance the in-store shopping experience. We look forward to seeing how our guests respond to what we’ve built."
Whether it's a simple welcome message, a coupon or a promotion, retailers are increasingly trying to engage customers by communicating with them via their downloaded apps, their location and even their digital shopping lists.Target joins Macy's, Walmart, GameStop and others experimenting with beacons.Targeted marketing using geolocation isn't brand new, but what makes beacon technology special is the ability to "wake up" an app a consumer has downloaded, but that isn't open on the device.
Target says it is already working to develop additional features for future release, including the ability to dynamically re-sort shopping lists as shoppers move through the store, like how smartphone maps re-route when you veer off course.
Target also plans to launch a service in the Target app in which shoppers can request the help of a store team member right from their phones.
The retailer says the technology is not available for Android devices yet, and that it plans to expand the service to more stores later this year.
