Beacon tech has had a few notable boosts recently as retailers try and use the tech to connect online behavior with offline sales. The more granular level of location detail beacon's provide, compared with GPS data, has also made the devices popular with hotel chains, museums and sports stadiums.
Business Insider Intelligence predicts that the technology will be used at 85 of the top 100 US retailers and influence $44bn in retail sales in 2016.
Beacons enable targeting based on a person’s precise location, meaning a department store could alert a shopper to a new collection from Michael Kors when she is near women’s clothes, or a laundry detergent brand could send a coupon to customers standing in front of its product. “The promise of beacons for retailers is you can finally tie an online persona to an offline persona,” says Vincent DiBartolo, vice-president of technology at Big Spaceship, a privately owned digital advertising agency. “They are no longer satisfied knowing we’ve got this much traffic on our website and this much value in sales. They want to know: this person was on my website and then they went to my store.”