RETAILOBSERVER.COM MARCH 2014
56
B
randSource has a new initiative designed to help members
engage directly with in-store shoppers via their
smartphones. Already generating excitement in the retail
industry as the "next big thing" in location-based marketing,
iBeacons are short-range, low-energy Bluetooth transmitters that
notify mobile devices when they come within 100 feet of the
beacon. The new program is designed to engage customers using
the BrandSource app by offering guided in-store assistance
including special deals and promotions, timely offers based on
purchase history, product video demos and more.
Customers receive information in two ways: through the
popular BrandSource app, which has been downloaded by more
than 400,000 consumers; or through the Passbook app, which is
featured on all iPhones with iOS6 or newer.
A majority of smartphone owners opt in to receive information
through location-based services. A recent survey by Pew Internet
& American Life revealed that 74% of adult smartphone owners
ages 18 and older use their phones to get directions or other
information based on their current location.
"iBeacon is the talk of the retail industry right now, and for
good reason: it gives retailers a tremendous competitive
advantage," said Bob Lawrence, CEO of BrandSource. "We
already know that people are using their smartphones while they
shop. iBeacon technology can help to engage and guide
customers while they're in-store and ready to make a purchase."
According to Bob Donaldson, VP of digital marketing for
BrandSource, the new iBeacon program is designed to provide
consumers with helpful information about products and services
as soon as they enter a store by welcoming them and making
them aware of current specials and financing options. As they
move to a specific product area within the store, iBeacon can
start a video presentation showcasing features and benefits of
products on display in that area. BrandSource members can also
use iBeacon to train and educate store employees.
"What we're doing is creating an ecosystem to empower our
members and help them market themselves on an ever-changing
digital landscape," said Donaldson. "The flow of data today is fast
and often complicated, but iBeacon is easy to implement and
extremely affordable. We're making it easy for our members to
reap the rewards and remain competitive."
BrandSource will roll out the new iBeacon program and offer
demos during the 2014 BrandSource Summit & Expo, which will
be held March 16-19, 2014 at the Marriott World Center in
Orlando. Visit www.brandsourceconvention.com for updates and
registration information.
BRANDSOURCE EMBRACES NEW AGE OF
IN-STORE SHOPPING WITH
iBEACON MEMBER PROGRAM
RO
B U Y I N G G R O U P N E W S
