Retail activity this holiday season promises to be more omnichannel than ever, courtesy of the ever-present smartphone. That raises the stakes for retailers in terms of their preparedness and complicates their attribution metrics. With online-to-offline shopping dynamics in focus, this may be the long-awaited breakout year for beacon technology.
With the volume and velocity of messaging in the digital economy increasing seemingly exponentially, brands everywhere need to weigh not only what information and content they share but also how much and the delivery channel they use. When it comes to highly connected millennials who use location-based apps, a new study indicates brands and retailers stand a good chance of cutting through the clutter with push notifications.
When the Yellow Pages directory came out once a year, if your business’ phone number was printed incorrectly, you were in trouble. It was the same with local business listings on the internet, except that instead of one or two books, there were thousands of websites carrying your bad data. This added up to a serious headache for multi-location brands and a serious opportunity for solutions providers that could bring order to the free business listings chaos. Here’s a look at how listings management has evolved.
Fast-growing Yext is broadening its suite of location-based targeting products with the launch this week of Xone, a beacon-based program for businesses to engage in-store consumers with relevant content. Xone’s central feature is Tips, which enables businesses to customize and deliver messages to smartphone users who pass within range of an in-store Xone Beacon.