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When everything can be purchased online and delivered to your home, grocery retailers must do something to motivate customers to step foot in their stores. They have to create an experience customers can’t get online. Fortunately, technology allows the possibility of creating a personalized shopping experience for each customer.
Imagine an app on your phone that organized your grocery list based on the most efficient route through the store. What if you could type your list into the app and it would tell you where to find all of the items in your preferred grocery store? What if that same app suggested recipes or sent coupons to your phone? Each of these possibilities is feasible, and some are already being implemented.
Beacons use near-field technology to communicate with each other, with your point-of-sale system, and with customers' smartphones. Placed strategically throughout your store, they map traffic patterns, alert customer service to long checkout lines, and enable you to send marketing messages and promotions to customers in real time.
Customers must have your store’s app on their phone, must have their Bluetooth enabled and must have given you permission to see their location. Once they’ve complied with these three conditions, the beacons throughout your store tell you when they last visited, what they purchased, the route they took through the store, whether they used the discounts you sent in real time, how much they spent, their names and other valuable analytics. Programmed properly, beacons can use the information they gather to send messages to a customer's phone in real time.
Instead of presenting customers with piles of your latest mailers or newspaper ads as they walk in the door, save the paper and reduce the mess by sending ads to their phones.