Notifications overload becomes a menace marketing which emerging with the explosion of the iBeacon technology. Some retailer and brand is starting to trial the new location-aware sensors known as beacons which able to track the costumers’ shopping patterns as they walk on the store and using that information to enhance better marketing.

Costumers need to have apps on their mobile devices that connect with beacons and then need to opt in to marketing programs to receive notifications. With this new technology comes an almost unprecedented ability to reach customers on their mobile phones, and a whole industry is focused on how best to find, engage and track them.

This is still very much the roll-out phase of iBeacons and other in-store tracking devices, as major retailers like Macy’s begin setting them up to test their usefulness. InMarket, a company that works with stores and brands to implement iBeacons, said that the ability to send notifications to customers can lead a higher engagement with the apps, however too much will turn people off quickly.

Todd Dipaola, co-founder of inMarket said that when the stores try to talk with customers while they walk on the aisle then the phone lights up, and if it happens often it seems that it is not good. Because when the phone beeps too much it will annoy the customers and they probably will not come back and directly delete the app. It turns out message overload arrives quite quickly, according to inMarket, which released a study that found that any more than one beacon push per location was too much.

Notifications frequency is an important detail because it is clear beacons will become a valuable part of shopping in the future. But users who got two or more notifications started deleting the apps provided them or stopped checking those apps, inMarket reported.

Furthermore, Adobe reported that more than 50 percent of mobile marketers are using iBeacon technology or plan to do within the next year.

Alyssa Meritt, Urban Airships’ head of strategic consulting said, “We haven’t seen over saturation yet, but there is cautiousness,”. Urban Airship is one of marketing technology firm advising retailers and other venues about iBeacons. In addition, the stores which use iBeacon do not have to push marketing notifications to get utility from the technology, Beacons also help record data on consumers, how they flow through their stores, how frequently they visit, and other information.

Many retailers, brands, and marketing business are using the beacons to collects valuable insights into shopping behaviour. Thus, it will be a huge opportunity to learn the customers and can be a tremendous competitive advantage.


Devina is working as Content Marketing at Eyro Digital Teknologi, Ltd. Contact her via Twitter (@Dee_Viina) and LinkedIn (Devina Nur Esthining Krida)


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