Beacons Build Bigger Audiences – Analysis of Retail Visits at Four Carriers

It’s no secret that companies, brands, and retailers are deploying beacons by the tens of thousands. The majority of the use cases we read about focus on one primary use case for beacons: the push notification. 

Walk in to a store, have that store’s app on your phone, the app detects the beacon, the app sends you a push notification based upon that beacon bump.

This type of marketing, when done right, holds big potential for mobile marketing. We believe that there’s even bigger potential to use beacons for two different reasons.

  • Retargeting
  • Attribution

build

Because beacons work passively in the background, they enable companies to build bigger audiences. Using lat/long to place someone at a location typically requires that person to pen their phone at that location. Even then, the accuracy is pretty poor. 

There’s a key point here: beacons build bigger audiences than lat/long. 

We analyzed visitors to the retail locations of the four major mobile carriers: Verizon, AT&T, Sprint, and T-Mobile. The result are pretty incredible.

Verizon, which has beacons installed nationwide, builds audiences that were 200-300% larger than their peers. So what?

They’ve got deeper understanding of who’s visiting their stores, the ability to retarget these devices, and better ability to demonstrate attribution by measuring lift in visits.

We share these findings and more in our latest whitepaper, which you can download by clicking the big orange button below.

Leave a reply

You must be logged in to post a comment.