Because We’re Fired Up About New Ideas: Beacons – Subtle, Well-Calibrated Signals That Shine.

Because We’re Fired Up About New Ideas: Beacons as a Hot Trend in Omnichannel Marketing.

At DMS, we love discovering new tools that drive successful omnichannel marketing – and yes, we’re all in when it comes to Beacons, one of the hottest trends right now.

Beacons – literally meaning “light signals” – are small transmitters with big impact. Placed at key touchpoints throughout a store, they send relevant content directly to nearby smartphones, provided those devices have a compatible beacon app installed. This gives retailers a direct and personal communication channel with their customers.

The Heat Is On!

Because this channel is so personal, businesses must think carefully about how they use it. The smartphone is always within reach. We use it to message loved ones – and also while shopping. According to a Google study, 84% of smartphone users turn to their device during a shopping trip.

Any retailer wanting to strategically integrate smartphones into the shopping process should carefully consider how they use this most personal of all devices – and because this trend is so hot, it’s worth diving in sooner rather than later.

Less Is More.

The golden rule here: don’t overwhelm your customers. Beacons that bombard users with constant pop-ups or offers are more likely to irritate than engage. In smart stores, they’re placed at carefully chosen locations and thoughtfully integrated into the overall experience.

“Less is more” also applies to content. Shoppers aren’t primarily focused on their phones – their attention is on what’s in front of them. Supplemental info delivered via smartphone should be instantly digestible. Long texts, complex discount codes, or multi-step instructions don’t belong here.

Relevance, Relevance, Relevance.

That’s the non-negotiable principle – especially when it comes to beacons in retail. Offering a targeted discount to users of a beacon app is a textbook example of relevant content. Who doesn’t love a personalized deal?

But effective marketing is more than just smart pricing. “George Clooney wore these shoes on his last trip to Italy,” or “Uma Thurman likes to pair this dress with a red scarf” – these types of contextual messages enhance the shopping experience, are positively received, and encourage purchasing.

Things get even more relevant when the beacon messages connect directly with individual user preferences – for example, by referencing a shopping list stored within the retailer’s app.

When It Comes to Audience: Think Bigger!

And no, we don’t mean plus-size fashion – we mean expanding your audience reach. Beacon marketing is still a relatively new trend in retail. To maximize its potential, you’ll need to promote it across all available channels.

Whether it's in the store entrance, in your mobile app, or on your website – these “well-calibrated signals” need visibility to be effective. In the U.S., there’s already a thriving beacon community, and even a dedicated map: thebeaconmap.com, where users can find every location using beacon technology.

The Bottom Line? Beacons are a hot topic in retail – and if you're curious, we’re here for you. As a full-service agency, DMS is your trusted digitalization partner. We’ll help you find the best possible solution – because that’s what we do: Inspire. Engage. Wow.

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