By Christine Kern, contributing writer
Target has announced that beacon technology will be rolled out in 50 Target stores nationwide, where the Target app will provide deals and recommendations on nearby products. The introduction of the new technology is part of Target’s commitment to create a “smarter, more convenient and inspiring in-store shopping experience.”
Jason Goldberger, president of Target.com and Mobile, explained, “We’re excited to start using beacon technology to offer real-time, relevant content and services that can help make shopping at Target easier and more fun.”
“This is another way Target is bridging mobile and stores, and using digital to enhance the in-store shopping experience,” he said. “We look forward to seeing how our guests respond to what we’ve built.”
To use the beacon technology shoppers must download the latest version of the Target iPhone app (version 7.4 or higher) and enable Bluetooth in the phone’s settings. The 50 test stores are located in Chicago, Denver, Minneapolis, New York City, Pittsburgh, Portland, San Francisco, and Seattle. When users are in range of one of the beacons, they are prompted to “opt in” to sharing their location and receive push notifications.
To avoid overwhelming shoppers, Target is limiting the number of pop-ups to two her shopping trip, with compelling content and offers.
One option that will show up is the “Target Run” home page, which features product recommendation or coupons based on your location, functioning like a social media sites newsfeed, with latest content displayed at the top of the page.
Target is also working on additional features for future release, including one that will allow shoppers to edit/reorder their shopping list as they move through the store, mapping the items on their list to corresponding product locations in-store. Another service will enable shoppers to request associate assistance right from their phones.
While the service is currently not available for Android phones, Target reports that they hope to add Android capability in the future.
Target joins a long list of retailers who have already begun to pilot beacon technology, according to TechCrunch. Last fall, real estate developer Simon announced that it would outfit nearly 240 malls and shopping centers with beacons; Macy’s also rolled out a sizable beacon installation involving 4,000 devices in September; GameStop said it would pilot both geo-fencing and beacons in 36 stores in Q2; and Lord & Taylor stores rolled out beacons last year.
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