Beacons are all the rage, and for good reason. The small Bluetooth wireless transmitters that hide inconspicuously on doorways, shelves, checkout counters and more have the opportunity to completely revolutionize the consumer experience. Beacons bridge consumers’ digital and physical worlds like never before — and can facilitate rich, real-time, highly personalized interactions.
The biggest adopters to date have been retailers, which makes sense. They are the ones with physical locations — they own the shelves — so of course they should be the facilitators of beacon-enabled experiences, right? Not necessarily.
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