How Can a Bluetooth Beacon Integrate With Traditional Marketing?

What are Bluetooth beacons?

Bluetooth beacons are small, low-energy devices that transmit uniquely identifiable Bluetooth Low Energy (BLE) signals, which can be detected by mobile apps.

Zohe Mustafa, CMO of Growth Hakka, explained that when a phone app recognizes the signal, it can trigger an action such as sending a push notification or unlocking content. “If you’ve ever used Waze or other navigation apps, you may have noticed when you are near service stations that offers pop up on your screen,” Mustafa added.

Beacons can be a cost-effective tool for location-based marketing and your local marketing strategy. With a range of about 165 feet (50 meters), they’re considered a form of proximity marketing, alongside geofencing, radio-frequency identification (RFID) and near-field communication (NFC) tags. Beyond sending messages, beacons also integrate with analytics platforms to give businesses real-time customer data.

How can businesses use Bluetooth beacons?

Retail businesses were the first to incorporate beacons. Now, other industries are adopting beacon technology to boost convenience, gain insights and increase sales.

1. Retail businesses use beacons to boost sales and gain insights. 

Retailers use beacons to deliver product-related notifications, such as promo codes, special promotions and discount coupons, to customers while they browse in the physical store. Here are some examples:

• Alert shoppers to special offers: Businesses can use Bluetooth beacons to push sales and special offers at just the right moment. “For example, a store can use beacons to notify customers of in-store deals as they walk past specific aisles,” explained Amod Agrawal, an applied scientist at Amazon Lab126.
• Personalized customer messages: Web-based analytics data can provide details like visit frequency and browsing history to help retailers personalize messages. For example, if a customer abandoned a shirt in their online cart, a retailer could use a beacon to suggest they try it on while in the store. “Proximity-based offers could also be used to entice new customers in,” Mustafa noted.
• Boost customer loyalty: If your business has a loyalty program, Bluetooth beacons can activate rewards when a participant enters your store. “For example, Chipotle uses iBeacons (Apple’s BLE beacons) to wake up the Chipotle app whenever you enter their store and send you a push notification to remind you to scan your rewards,” Agrawal said.
• Understand customer behavior: Beacons can also shed light on how customers shop. For instance, they may show that two products perform better when displayed together. They can also track how people move through a store. “You can measure dwell time and movement patterns to optimize store layout or ad placement,” Agrawal recommended.
• Prepare your employees: Bluetooth beacons can alert your team when a specific customer enters the store so they can make recommendations or process orders faster. “For example, when you enter an Apple Store to pick up an order, your iPhone’s iBeacons can be used to notify employees that they need to prepare the order,” Agrawal explained.
• Provide product information: Beacons can share product details and demos for high-ticket or complex items. “Where we have looked to take advantage of this technology is by sharing QR codes or demo videos without requiring customers to scan anything, perhaps in our back warehouse or in showrooms,” said Brian Kroeker, president of Little Rock Printing.
• Track assets and reduce theft: Beyond marketing, retailers can use beacon technology to monitor assets and prevent theft. For example, a beacon can trigger an alert when a product moves outside in-store boundaries.

2. Sports stadiums use beacons for logistical convenience.

Venues where large crowds gather, especially stadiums, hold strong potential for location-based marketing. Consider the complex logistics that catering teams face when serving food and drinks at large events, including order requisitions, sales personnel, point-of-sale counters and more. Here’s how beacons could help:

• Streamline food and drink orders: With in-seat beacons communicating with fans’ mobile devices, customers can preorder items, place orders and requests and contact salespeople through the event app. App data provides seat locations and order details, helping ensure prompt, organized service.
• Promote in-venue retailers: Apart from managing concessions, stadiums can use beacons to highlight shops and offers within the venue. “You can enhance the experience of a venue by pushing content or offers,” Mustafa explained. Integrated maps can also help attendees navigate the stadium and find stores more easily.

3. The travel industry uses beacons for marketing alerts and convenience. 

In the United Kingdom, many taxis have adopted beacon technology. During an average 20-minute ride, passengers’ phones can receive location-based marketing messages, promoting in-app purchases while riders are still in transit.

Beyond cabs, travel companies can use beacons to simplify tasks like rental car returns, reducing hassle for customers and staff alike.

4. The real estate industry uses beacons to help buyers and sellers.

Imagine you’re in the process of buying a new home. As you go about your day, you might unknowingly pass several for-sale properties. With beacon technology, your smartphone could send alerts as you pass potential homes, giving you the chance to see property history, evaluation details and even take a virtual tour. Buyers can also submit feedback and ask questions through the app.

Beacons also benefit sellers by automatically capturing useful data, such as how often a property is visited or how long potential buyers linger. This information helps agents gauge interest and adjust their marketing strategies. Beacon devices installed at property entrances can even prompt visitors and passersby to register, ensuring sellers know who is touring their listings while simultaneously providing prospects with more information.

5. Beacons bring convenience to restaurants and the food industry.

In the food industry, beacon technology can boost customer engagement for restaurants and streamline grocery shopping. Here are some potential uses:

• Alert passersby to special offers: Restaurants and cafés can send promotional alerts to nearby customers, drawing them in with timely deals.
• Enable order-ahead convenience: Busy customers can place orders in advance through an app connected to beacons, reducing wait times at pickup.
• Streamline table reservations: Diners can use your app to book a table on the spot, with beacons confirming availability when they arrive.
• Update customers on favorites and events: Beacons can notify regulars when their preferred items are on special or highlight upcoming events.
• Support mobile payments: Customers can pay directly through their devices, making transactions quick and contactless.

6. Beacons can reach event participants. 

Beacon technology can help organizers boost attendance and engage participants. For example, if a rally is being held for a sports team or political campaign, organizers can use beacons to notify potential attendees of event details and encourage them to join. Once on-site, beacons can collect attendee data and prompt participants to complete email sign-up forms, giving organizers a way to continue the relationship after the event.

Beacons also streamline event logistics. They can support contactless ticketing and admission by opening turnstiles when the system detects a digital ticket on the attendee’s phone. Inside large venues, multiple beacons can track attendance levels and traffic patterns, providing valuable insights to help organizers improve future events.

7. Beacons can improve healthcare.

Japan’s massive Nagoya University Hospital uses beacons to monitor patients’ vital signs and track both patient and employee locations. When a patient’s heart rate, movement, or stress level falls outside normal ranges, beacons alert staff immediately. This improves response time, reduces the risk of adverse outcomes and even helps administrators calculate how much time medical staff spend with patients to improve efficiency and care.

Similar systems are valuable in elder care facilities, where nursing homes can monitor residents’ health and movement. For example, if a patient with dementia wanders off, beacons can immediately alert staff so they can respond and keep the resident safe. Doctors’ offices can also use beacons to streamline check-in, automatically pulling up medical records when a patient arrives and reducing wait times.

8. Beacons can improve shopping malls and other large venues.

Agrawal noted that in sprawling spaces like shopping malls, stadiums, museums and airports, beacons can guide foot traffic and help visitors navigate more easily. 

Beacons can also enhance the visitor experience by delivering timely, location-based updates. At amusement parks, for example, they can point guests to attractions with the shortest lines. “In a museum, beacons from a painting can automatically trigger audio commentary on it when you stand close to it,” Agrawal added.

How can you add Bluetooth beacons to your marketing strategy?

Follow these steps to add beacons to your marketing strategy: 

1. Create a business app: Business apps are essential for beacon usage. Your app should be simple, user-friendly and offer customers exclusive information or rewards. Use a reputable app builder or hire a developer to design your app and include beacon functionality.
2. Choose a beacon provider: Next, select a provider that fits your needs, such as Zebra Technologies, MOKO Smart or Footmarks.
3. Program your beacon software: Decide exactly how you’ll use the technology. Will you send push notifications with discounts, promote in-store events, gamify the experience or distribute surveys? Your marketing team or a digital marketing expert should create the content and schedule it. Once programmed into your beacon software, you’ll be ready to increase sales and customer engagement.
4. Inform your customers: Consumer privacy is a critical concern. “To maintain user trust, businesses should obtain clear consent for location access and be transparent about how data is used and retained,” Agrawal advised. It’s also important to remind customers to turn on their Bluetooth. “If people don’t have Bluetooth switched on in their phones, your campaigns won’t be able to ping them,” Mustafa added.

What are the benefits of Bluetooth beacons?

Beacons provide extensive benefits to both businesses and customers. Because they’re location-based, they help marketers make the right offer at the right time and place. Here are some of the biggest advantages:

• Bluetooth beacons boost in-store sales: Beacons can transform the retail experience by offering greetings, providing coupons and discounts, and presenting upselling or cross-selling suggestions. Together, these efforts can drive higher sales.
• Bluetooth beacons help drive personalization: Agrawal emphasized that beacons enable real-time and location-specific experiences, so your app can log customer interactions and preferences and then deliver personalized communications. “This can dramatically improve relevance to the targeted customer and also make the entire experience more magical,” Agrawal added.
• Bluetooth beacons enable cashless transactions: When customers pay through a beacon-connected mobile app, checkout is quicker for them and requires fewer cashiers for the business.
• Bluetooth beacons help you harness customer data: Beacon analytics reveal valuable big data insights such as traffic patterns, visit frequency and dwell times. Stores can use this information to optimize layouts, test displays and evaluate promotions. Executives can also monitor the number of in-app transactions near each location to measure campaign success.
• Bluetooth beacons can solicit customer feedback: Businesses can prompt customers to share feedback about their visit, products or service while the experience is still fresh in their minds.
• Bluetooth beacons help support and inform salespeople: Customers can use beacon apps to request in-person help, giving sales staff visibility into customer needs and allowing them to offer more relevant solutions.
• Bluetooth beacons increase foot traffic: Sending marketing messages to someone at home might not inspire them to leave, but sending alerts to people already near a store can effectively drive visits.

Do Bluetooth beacons pose any privacy considerations?

Highly targeted marketing alerts during in-store visits can boost sales and improve the buying experience. However, they also raise important ethical and privacy questions.

“Privacy is critical when deploying Bluetooth beacons in marketing,” Agrawal cautioned. “While beacons themselves do not collect personal data, the mobile apps or cloud systems that interpret their signals can.”

As with email marketing campaigns and text message marketing, businesses must follow an opt-in process where consumers explicitly agree to receive communications. Unwanted messages frustrate users, so it’s in every marketer’s best interest to follow data privacy laws and remain compliant.

“Companies need to be very transparent with the opt-in process,” Mustafa advised, adding that customer respect extends beyond consent. “Don’t be spammy or over intrusive,” he added.

Tom Anziano contributed to this article.