Beacons have not yet been adopted by most US retailers, but consumers are open to the idea of retailers using in-store technologies to monitor their behavior in-store—if there’s something in it for them.
Beacons use Bluetooth technology to detect consumers’ smartphones and send them ads, coupons or other product information.
A November 2016 survey of US internet users from TimeTrade found that nearly half of respondents don’t mind being monitored by beacons or Wi-Fi technologies while shopping, as long as it benefits them in some way.
Another 17% said they don’t mind their behavior being tracked at all. Roughly one in three said they disliked the idea altogether.
While many consumers are open to the idea of beacons, they have not taken off with retailers in a major way, though many believe that they can be worthwhile.
In a September 2016 study from Retail Systems Research (RSR), for example, four in 10 US retailers said they saw the value of beacons for in-store communication, while about a third saw value in beacons for store perimeter marketing. However, most retailers have not implemented beacons for these purposes.