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Marsh Supermarkets has launched the first iBeacon wearable technology at retail, a closed loop iBeacon platform that enables shoppers with smartphones and Apple Watch to have their favorite apps come alive in store. The platform is being rolled out across Marsh’s 66 stores in Indiana and Ohio through a partnership with inMarket Beacon Platform, which reaches 18 percent of all U.S. mobile users, or 32 million shoppers per month.
"iBeacons have created new ways to connect with mobile shoppers in the store, and inMarket allows us to reach many of our shoppers through the apps they love and use every day," Amit Bhardwaj, senior director of customer loyalty, Marsh Supermarkets, said in a statement. "Now with wearable integration, shoppers who use Apple Watch will enjoy the same digitally-augmented, real-world shopping experience."
With the new technology, Marsh can extend digital marketing efforts to drive incremental visits, increase personalized engagement, and grow loyalty to the retailer’s app. With Apple Watch integration, Marsh and inMarket are the first to extend iBeacon play beyond smartphone users to a new audience of “wearers.” A shopper might be reminded to check her shopping list app upon entering the store, for example, or view a recipe she favorites.
“Mobile isn’t just the phone anymore. Mobile includes any device that conforms to your life and helps you based on who, where and even ‘when’ you are,” Todd Dipaola, CEO, inMarket, said in a release.