Dive Brief:
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App use drops significantly — 313% — when more than one beacon message is delivered to a shopper per location, according to a report by mobile platform company inMarket.
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By contrast, when beacon messages include features helpful to the shopper, interactions rise by 500%, the report said.
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Consumers receiving relevant branded messages in store are 7.5 times more likely to look for the product from the shelf, compared to those who received no message, the report also found.
Dive Insight:
This inMarket study of 1,500 consumers conducted this month shows that there’s an art to delivering beacon messages to shoppers in stores. Customers will simply drop an app if there are too many messages popping up on their phones. But when those messages are targeted well and if they contain useful information, retailers are rewarded.
InMarket’s CEO Todd Dipaola believes that there will be more beacon activity during the holiday shopping season, providing an opportunity to draw in customers via beacon messages — or drive them away.