How retailers can use beacon technology to better engage with customers in their locations. Influence buyer decisions while they are at the point of purchase in the brick and mortar location.

1. Measurable Consumer Engagement
Toushay TouchPoints™ — Beacons
What are Beacons?
How Beacons Can Be Used
Beacons give retailers the ability to more pre-
cisely target customers, based on their physical
location, to improve customer engagement with
their brand, and influence purchase decisions.
Here are a few examples:
A retail brand has beacons deployed in several
locations around their stores - at the entrance,
on several mannequins, near the cash, etc. Each
beacon is broadcasting a unique ID identifying
the Brand, the store number, and the location
in the store. The customer has the brand’s
mobile app installed on their smartphone.
When the shopper enters
the store, their smartphone
detects the entrance beacon,
and the mobile app sends
a message to the shopper,
highlighting special deals.
In addition, the app does
an ‘auto check in’ that earns the shopper
loyalty points, just for entering the store.
As the shopper approaches
one of the mannequins, the
mobile app responds to the
mannequin’s beacon, and
shows more information
about the clothing and acces-
sories being displayed. The
shopper can get information about each product,
including in-store location, pricing and availability.
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A beacon is a physical device
that uses Bluetooth LE (BLE)
to broadcast its identity to
nearby devices. An app on the
receiving device can then use the
beacons identifying information
to know exactly where it is.
Think of it like a lighthouse — it
sits in one location and broadcasts
out to any App that is listening.
A shopper opts-in by having a brand’s
beacon-enabled mobile app installed,
and by having Bluetooth turned on.

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The iPad that allows shop-
pers to browse a Product
Catalogue is also enabled
as a beacon transmitter,
and it triggers the mobile
app to offer coupons on
products the shopper is looking at.
The Store Associate’s iPad
notifies the Associate that
someone is looking at bea-
con-driven content in the store.
The Associate’s application
can bring up content that is
related to what the shopper is looking at, allowing
them to effectively engage with the shopper.
Sales
Managing Beacons?
When managing beacons, it is important
to consider the following things:
• A way to identify individual beacons with
human-friendly naming
• Secure tools to manage identification
codes, configure the beacons to broad-
cast the right code, and get the right
beacon in the right location
• Monitoring for beacon health and bat-
tery strength, to ensure that beacons are
functioning as they are meant to
• Content management system to allow
authorized individuals to update the con-
tent that is delivered to the mobile appli-
cation, when in proximity to a beacon
• Layered management approach to
permissions letting different people
manage different aspects of the solution
• e.g. Corporate Marketing defines and
manages the store welcome message
and brand-wide promotional content
• Regional Marketing determines
seasonal or location-specific con-
tent for stores in a region
• Store Manager monitors beacons and
adjusts configuration as necessary
• Store staff verify that beacons are
properly interacting with the brand app
• Remote configuration and monitoring of
beacons where possible (e.g. with iOS
devices programmed to act as beacon
transmitters)
What Beacons Can Measure/Learn?
It is important to experiment with the place-
ment of beacons, and the content they drive,
to maximize customer engagement. Data
on which beacons are being detected by
shoppers helps retailers understand traffic
patterns in-store, as well as which displays and
products customers are most interested in.
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