Beacon technology might not sound like a well-known concept, but it has been implemented in many retail stores around the world. Beacon technology can be best explained as a micro-location-based technology using Bluetooth Low Energy. This makes it possible to communicate with phones and other devices with a low level of energy use. Beacon technology creates a bridge between the online shopping world and the relatively anonymous world of in-store shopping. (Brooke, 2014). For example, a customer can be close to a mannequin and receive a push notification of the details and prices of the outfit. On the other hand, stores can also use the data they receive when a customer walks in, and use this information to improve customer service and give better recommendations. (Davies, 2022). One of the main barriers to the success of beacon technology is the fact that customers need to download an app and this is often store-specific. However, future advancements strive to have one app that is able to combine all the different retail stores.
Lyle & Scott
For example, the UK brand Lyle & Scott has started using Beacon technology. Users can download an app and the beacons are linked to the mannequins in the window display. If it appears that the initial beacons are successful, the technology will be rolled out to more stockists. (Carlson, 2015).
It is expected that Beacon technology will keep evolving to make shopping a more efficient experience, without taking away the “fun” of in-store shopping. The highly personalized shopping experience will enhance the future of fashion.
References
Brooke, E. (2014). How Beacon Technology Could Change the Way We Shop. [online] Fashionista. Available at: https://fashionista.com/2014/03/how-beacon-technology-could-change-retail [Accessed 22 Sep. 2022].
Carlson (2015). UK’s Lyle & Scott introduces new beacon technology. [online] Fashion Network. Available at: https://us.fashionnetwork.com/news/Uk-s-lyle-scott-introduces-new-beacon-technology,534139.html.
Davies, R. (2022). 7 Beacon Technology Retail Tips to Boost Sales in 2022. [online] The Motley Fool. Available at: https://www.fool.com/the-ascent/small-business/retail-management/articles/beacon-technology-retail/ [Accessed 22 Sep. 2022].
Thank you for the interesting post! I already knew the technology itself, but I didn’t know about its application to the fashion retail industry and the inconvenience of having separate apps to use the technology.
To add my thoughts about this technology in the fashion retail industry, I think it would improve consumers’ clothing shopping experience by combining AR and beacon technology with a mobile app that integrates all the retail stores. For example, suppose a shopper gets a push notification about information about the clothes that a beacon-linked mannequin is wearing and wants to try them on. In that case, they can save it to the app, and when they can try them on in an AR fitting room without physically bringing all the clothes to the fitting room. In the fitting room, the shopper can decide to buy some of the clothes by clicking, for example, the ‘purchase’ button for each clothes in the app. Then, they can collect and pay for the clothes at a counter. I think this can significantly enhance the consumers’ shopping experience by combining the advantages of offline and online clothes shopping (being able to try them on + convenience).
Very interesting blog about Beacon technology. I have never heard about Beacon technology but it does sound promising. However, wouldn’t the technology diminish user privacy because your location always needs to be shared?