Earlier this week, Target announced plans to test beacons at stores in markets across the country, including Chicago, Denver, Minneapolis, New York City, Pittsburgh, Portland, San Francisco and Seattle. Stores deploying the beacons will beam special deals and recommendations through the retailer's mobile app to customers as they shop.
"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," said Jason Goldberger, president of Target.com and Mobile, in a statement. "This is another way Target is bridging mobile and stores, and using digital to enhance the in-store shopping experience. We look forward to seeing how our guests respond to what we've built."
Target management is aware of the potential for the technology to become irritating to customers. To avoid this, only those shoppers who opt-in will receive messages, limited to two per shopping visit.
Source: Target
While not available in the initial version, Target also plans to use beacon technology in the future to improve customer service. According to A Bullseye View, Target's blog, customers will be able to request the help of store associates by using their phones. "Think of it this way: Beacons + Target app = Red-and-Khaki to the Rescue," reads the site.
According to TechCrunch, Target plans a nationwide rollout of the app by Christmas. Target also is working on updating its Android app to work with beacons, as well.
- Testing, Testing, 1,2,3: Beacon Technology Arrives in 50 Target Stores - A Bullseye View
- Target Launches Beacon Test in 50 Stores, Will Expand Nationwide Later This Year - TechCrunch
- Target testing beacons to provide in-store shoppers coupons, recommendations - Minneapolis Star Tribune (tiered sub.)