Most consumers do online research to help them make decisions about what to buy. They go online to read reviews, look for deals, and compare brands. What if there was a way for marketing professionals to reach out to consumers with compelling content right at the point at which they were making this decision? Well, now they can, with Apple’s iBeacon. Apple’s new iPhone feature helps brick-and-mortar stores get useful content into the hands of consumers as they’re moving through the store right at the point at which they’re making purchasing decisions. It allows retailers a clear competitive advantage—with the right content strategy, that is.
What Is iBeacon?
iBeacon is an excellent way for content marketers to reach potential customers. This location-based technology uses low-cost, low-powered Bluetooth transmitters that allow iOS devices or hardware to send push notifications to other iOS devices that are nearby. Using sensors situated around a store or any other physical location, it can pinpoint your location and send messages to your smartphone.
How Can iBeacon Help Your Business?
Brick-and-mortar stores are rushing to roll out their own iBeacons. Stores like Alex and Ani have chosen to use the sensors in all of their stores nationwide. American Eagle Outfitters and hundreds of other retailers across the country are giving it a trial run in a portion of their stores. Why? Because iBeacon combines online and physical shopping together, creating a value-added experience.
With iBeacon, retailers can give their consumers useful information—in the form of compelling content—that will help them to make additional, complementary purchases as they move through their stores. Retailers can alert customers to items on sale or for which coupons may be available. They can notify customers about items related to what’s on their shopping list, i.e. things they didn’t enter the store to buy but that might interest them.
It’s akin to someone tapping you on the shoulder as you’re strolling through a store and saying, “Hey, there’s a coupon for those crackers, and wouldn’t they taste great with that cheese on your shopping list?” And later: “Need a new pair of trousers for work? Here’s the perfect pair of shoes just two aisles over.” Or: “Got a gorgeous hunk of salmon on your menu for tonight? Here’s the ideal fine wine to accompany it. And look—your brand of toothpaste is on sale.” Imagine being free from endless searching for coupons, deals, and bargains. Or never forgetting to get everything on your list.
This technology is not only useful for retailers, but has also been utilized by stadiums and bars as ways to engage with consumers in a variety of ways. It could also be incredibly useful for institutions like museums for guided tours. The possibilities of its uses are still being explored and discovered.
However it’s used, iBeacon is an excellent opportunity to interact with customers and gently encourage them to make more purchases by providing useful information. Consumers will only get notifications if they install the store’s app and opt-in, ensuring they’re not getting unwanted content. For content marketers, this level of personal choice is key to delivering content that is desired as well as timely. It lets you provide information to consumers who want this kind of information. And not all consumers will want push notifications, which they might perceive as interruptive. Younger consumers who are more accustomed to near-constant media multi-tasking will see this content as an extra value in their shopping experience.
Why Is Content Important?
iBeacon offers content marketers a way to get compelling content to consumers when they need it most. As businesses find new ways to use this new technology, they will need to ensure that they are providing content that will truly help consumers make decisions about purchases. If the content isn’t relevant, consumers will simply turn push notifications off. The wrong content at the wrong time has the potential to sour the relationship between the consumer and your brand. However iBeacon is used, what remains clear and constant is the need for quality content: relevant content that people can use. Quality content remains the most important piece any content strategy.
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