An elegant solution to the online in store divide.

Business Growth Insights

The instore online divide needs a bridge.  Apple are engineering a beautifully complex solution in the form of iBeacon, though there is some disquiet that the sensors inside mannequins are just a little too Orwellian for words.  However, as customers wonder close to sensors the mobile phone in their pocket communicates about the shoes or the coat or the handbag close by.

The first important rule of marketing is that the customer should choose to interact.  The days of doorstep hawking and cold call telephones should stay in the past where it belongs.  Spamming through email is soon to become illegal in some points in the world and the right of privacy for the consumer is uppermost.

How to interact without intruding

This means that beacon technologies that intrude into the customers’ day might be seen as undesirable.  It is better to encourage them to interact and share details with…

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