Role of Beaconing Marketing in Improving Customer Buying Experience

Concept Of Beacons

A beacon can be understood as a tiny device that receives location information from nearby Bluetooth-enabled devices which be easily installed even in those areas where network connection is weak like in a departmental store in a basement. Beacons works on advertising and connecting mode. (Allurwar et al.2016)

Following are the key types of navigational beacons:

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  Radio beacons

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  Radar Reflectors

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  Sonic & Visual Signals

Figure 1.

Hardware of a beacon

The Concept Of Beaconing Marketing

Beaconing Marketing or Proximity Marketing is that more accurate version of digital advertising which establishes the capability to target a potential customer with a message once they are within the limited range of Bluetooth-enabling small devices called a Beacon. Beacons as compact devices can be easily installed in multiple locations of business premises. It is also called a proximity marketing channel which is used by businesses to interact and engage with consumers at strategic locations. This communication is established by a tiny hardware device known as a Bluetooth beacon. These devices transmit location-triggered rich notifications to smartphones nearby. Beaconing marketing makes use of Incentivized Content by providing various offers such as cash backs and receiving free merchandise. (Tuten& Solomon, 2017). Here resultant contribution is Call to action. Thus, Beaconing marketing constitutes a significant environmental factor that impacts customer buying behavior by interacting with customer motivation level, perception, learning, and memory(Qazzafi. S, 2020). Another prospective area of this marketing technology is to study the impulsive buying behavior of the global and to develop more and customer centric marketing strategies(Muruganantham. G, et al,2013).