inMarket Archives - Footmarks

Beacons & Apps: Power Couple

Like peanut butter and jelly, and Ernie and Bert, beacons and apps are better together. Beacons need apps to recognize their unique identifiers and facilitate their associated interactions. Apps need beacons for real world context; to deliver the transformative mobile experiences at the intersection of time and place the hardware enables. Together, beacons and apps are unstoppable: the Beyoncé and Jay-Z of the location-sensing industry. Because of this interdependence, consumer adoption and sustained use of beacon-enabled mobile apps is critical to beacons’ success. Some even see crossing this mobile app-gateway as the industry’s biggest challenge. But there’s good news. A batch of recent studies provide encouraging stats on the rise in our use of apps, and big changes made by the mobile app gatekeepers – Apple and Google – are making app discovery and search easier than ever before. So this week’s post is all about apps. Let’s break it…

Beacons on Regent Street

What if one app on your phone could unlock personalized offers, and event and restaurant recommendations in real-time, for more than a hundred locations along a single street? And what if all you had to do was start walking along that street to start receiving and redeeming those deals? Such is the proposition of the Regent Street app, making headlines in recent weeks for its markedly different use of beacon technology, for a one-app-one-street premise. The Regent Street app, unveiled in early June, takes advantage of location-aware beacon technology to deliver timely, location-relevant content – discounts, new-product promotions, and the like – to the smartphones of shoppers on Regent Street. The approach differs from the types of beacon deployment we’ve seen so far. Rather than use beacons to leverage an individual brand, or promote a single store, or chain of stores, the Regent Street implementation is an effort – the…

Study: “iBeacons in retail stores blowing up app usage, ad engagement.”

Summer’s here, the sun’s out, and we finally finished the move to our swank new Bellevue office. If that weren’t enough to celebrate, here are some super encouraging stats, released this week from the ad platform inMarket. According to their study, use of beacons in retail stores delivered: – a 19x increase in interactions with advertised products, – a 16.5x increase in app usage in-store, – and a 6.4x increase in app retention. This is good news. Not only does it validate our own mission to enrich lives through ambient technology, but it means consumers are finding real value in contextualized messaging and personalized experiences, delivered in-store, right at the moment they’re needed most. inMarket’s CEO Todd DiPaola summarizes his company’s findings: “Successful geofencing improves the consumer experience while increasing engagement value for brands. With today’s data release, we now have proof that consumers appreciate this value in a measurable…