Proximity Marketing Turns Stores into Interactive Destinations

By: Laura McQuarrie - Mar 4, 2016
With the use of Bluetooth Low Energy (BLE) beacons, proximity marketing has the ability to transform brick-and-mortar retail shops into extremely engaging digital destinations. This kind of technology is being used to draw consumers into a store, assist with navigation, compile wishlists, monitor staff and call out specific products.

One of the best things about this technology is that it can be easily worked into the fabric of a store's window displays, mannequins and digital product labels. To make this proximity marketing technology even better at hiding in plain sight, GE Lighting and ByteLight collaborated on an energy-saving LED lighting system that is capable of spotlighting promotions and revealing coupons to shoppers who have the Bluetooth feature enabled on their smartphones.

Target, Macy's and the Hudson's Bay Company are a few retailers that are currently experimenting with beacons for proximity marketing.