If you are going to engage shoppers on their smartphones while in your stores, you will probably be using one of our Perk Bluetooth Low Energy or PerkDetect solutions. If you are, then the way you utilise the rules of the beacons in your store are important.
First of all, you’ll want to say hello to people as they enter your tradable area, or are just outside of it, pulling them in-store and increasing footfall. The fact that shoppers have seen this engagement allows you to use this as a rule. In other words, you could alert them to a special in Aisle 7, where a further beacon is placed that then drives home the special’s message. Looking at the analytics on who received what and who followed up on the footpath to the special, will allow you to refine the rules and content of this engagement
Next, you’ll want to look at the frequency of the beacon alerts to make sure you don’t come across as spammy. Make sure that you limit the amount of engagements you send per day and also limit the same alert popping up more than once on someone’s phone. If your most loyal shoppers are coming almost daily to your store or mall, you may also want to create at least 10 pieces of content to keep them interested in receiving the alerts each time. Of course a new deal or discount always works well to and you can create hundreds of these pretty quickly.
After that, the more intricate rules come into play. Sending shoppers on journeys is one way to make effective use of beacon engagement and also increase their basket size. Simply make sure that once they reach an area where they purchase, say, a meat product, that they are engaged with a complimentary product, for example a sauce product, which, if shopped together qualifies for a discount. Another journey type for large grocers with alcohol or other shopping areas outside of the main trading area is to pull the shoppers across from one section to the next.
These are some of the standard rules and tactics you can use to create a wonderful and relevant engaging experience for customers on their phones while in your retail area.