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Beacons are going to answer two important questions for any companies that successfully use them: "Who are you really?" and "What do you care about, both outside this store and right here, right now?"
The beacons themselves are dumb little pieces of hardware that do nothing more than sense when you’re near them. However, in combination with their custom application on your phone, companies can opt to systematically use beacons torment you with "coupons" and alerts, or they can use your loyalty data to provide you a more streamlined, contextual, and personal customer experience.
RWE HAVEN’T SEEN MUCH USE OF BEACON TECHNOLOGY—YET.
Paypal was the first to team beacons and virtual transactions, but we haven’t seen much use of beacon techonology—yet. Apps are required to trip beacons as you walk through store. Most companies haven’t had enough of their apps in market to trip a worthwhile amount of beacons in their stores. Companies need customers with their app on the phone, location services turned on, and Bluetooth turned on.
This means companies like Bloomingdales desperately need all customers and potential customers to download their app. That’s not as easy as it sounds without providing value in exchange for downloads....
Via Jeff Domansky
The spread of mobile payment platforms opens a door for stores to cater to customers' personal preferences on site.