Targeting customers at the point of sale is becoming increasingly effective thanks to innovative technologies. Beacon advertising plays a particularly important role because it sends personalised and location-based messages via smartphones. This allows retailers to reach their target group exactly where the purchase decision is made.
How beacon advertising improves customer experiences at the POS
Beacon advertising enables visitors to a shop to be addressed individually and contextually. As soon as customers with activated Bluetooth and a suitable app enter a shop or are in the vicinity of a product, they receive special offers or information. This makes communication feel personalised and relevant.
Practical examples clearly show the added value. A fashion store uses beacons to send customers exclusive discounts when they enter. At the same time, an electronics store uses beacons to advertise accessories that match the main product being viewed. In a bookshop, visitors receive book recommendations that match titles they have already purchased.
The result is a noticeably improved shopping experience that customers often describe as appreciative and supportive. Retailers benefit because they can retain their customers and increase the value per customer.
Practical applications of beacon advertising at the point of sale
The diverse possibilities of beacon advertising open up innovative ways of interaction. In detail, retailers can pursue various goals through the targeted use of beacons:
- **Personalised promotions:** As is customary in food retailing, customers are greeted with individual coupons based on their purchasing behaviour when they enter the shop.
- **In-store navigation aids:** In large shopping centres, beacons support orientation so that visitors can find specific departments and offers. In this way, a furniture store deliberately increases the length of stay, which has a positive effect on sales and satisfaction.
- **Interactive product information:** Museums or technology shops can offer additional background information or multimedia content via smartphones using beacons, thus enhancing the customer experience.
BEST PRACTICE with one customer (name hidden due to NDA contract)
The client from the fashion retail sector used beacon advertising to promote seasonal collections with personalised offers at the POS. This led to a measurable increase in customer interactions via the app and a significant increase in sales figures in the advertised segments. At the same time, the reach of traditional advertising measures was reduced.
Beacon advertising and customer loyalty: More than just discount codes
Customers rely less on pure discount campaigns. Instead, they want relevant content that fits the moment and serves their interests. Beacon advertising offers an ideal platform for this by advertising not only offers, but also tips, competitions or exclusive events at the POS.
Hotels use beacons to provide guests with information on spa offers or nearby restaurants when they check in. Electronics stores send accessory suggestions or information on new products on request. Confectionery shops motivate customers with spontaneously activated in-store tasting promotions.
This interactive marketing promotes an emotional connection to the brand and encourages customers to visit more often or to leave reviews and other recommendations.
Technical basics of beacon advertising for successful implementation
The success of beacon advertising is based on Bluetooth Low Energy (BLE), which is cost-effective and energy-saving. Small devices send signals that recognise smartphones with an activated app as soon as a customer approaches.
It is important to strategically place several beacons in the shop to cover different zones. With dynamic, data-supported control, the retailer can decide which message is played where and when.
Compared to GPS or Wi-Fi, beacons are more efficient and affordable, which means that even small and medium-sized businesses can afford to use them. The technology also generates valuable data to better understand customer behaviour and optimise marketing measures.
BEST PRACTICE with one customer (name hidden due to NDA contract)
An electronics retailer installed beacons in several product areas. This allowed him to measure exactly which offers received the most attention and which were less popular. He used this data to adjust the marketing messages in the next quarter and increase sales.
My analysis
Beacon advertising is a powerful tool for reaching customers personally at the POS and enriching the shopping experience. The technology supports targeted communication, which often leads to greater customer loyalty and better sales. Companies from the retail, catering and events sectors report positive impulses thanks to customised, location-based messages.
The comparatively low costs and the ability to precisely analyse customer behaviour are particularly advantageous. In addition to short-term marketing effects, this also creates long-term optimisation opportunities for the entire customer journey.
If you want to supplement your bricks-and-mortar offering with digital services, you should utilise the opportunities offered by beacon advertising. It accompanies customers in their individual shopping worlds and thus successfully supports the digital transformation on site.
Further links from the text above:
[1] What is a beacon? Definition and advantages explained
[2] 10 reasons why beacons are a good idea in retail
[3] How to use beacon technology for paid and social campaigns
[4] How top retail brands use beacons to engage with customers
[5] Beacon - Definition / Meaning | OnlineMarketing.Berlin
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