A recent study showed consumers are increasingly accepting of retailers using beacon technology, so long as it provides value as they shop. Retailers have to be mindful, however, that they treat shopper information with care: 59% of consumers say they've become more protective of their data over the last six months.
As they take advantage of in-store customer navigation technology, retailers should ensure they clearly communicate what kind of information they're collecting and why. They also need to provide a shopping experience where the underlying network allows customers to use apps without any performance issues.
Over time, retailers that strike the right balance between offering in-store customer navigation and respecting data privacy will become more sophisticated in the experiences they deliver. They can study footfall, dwell time, path taken and other information to maximize the potential of every micro-location in their stores. In doing so, they'll drive revenue and, ultimately, secure customer trust.
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The author of this content is a paid contributor for Verizon.