Will beacons in every store work for Rite Aid?
Rite Aid plans to deploy beacons in its more than 4,500 stores across the U.S. The beacons, which are compatible with both Android and iOS devices, will work with Rite Aid’s mobile app along with others from manufacturers and publishers to beam offers to customers inside the chain’s stores.
With 4,500 beacons, the drugstore chain will move past Macy’s (4,000 beacons) for the largest deployment of the technology at retail. Rite Aid joins a list of retailers that are currently piloting tests or deploying the technology. Last August, Target announced it was testing beacons in 50 locations with an eye to rolling out the technology chain-wide.
Rite Aid is working with inMarket on its beacon deployment. The company uses existing retailer and brand apps to beam offers to customers.
“Beacons on their own require apps to listen for them — otherwise they don’t do anything,” Dave Heinzinger, communications director for inMarket, told ZDNet. “Our strategy has been to build out relationships with apps that people already use, rather than try to reinvent the wheel and get people to download something new.”
Beacons were a popular topic at the National Retailer Federation’s Big Show this week in New York with opinions sharply divided over their value. In short, those who question beacons think that the push messaging to consumers’ smartphones may become onerous for shoppers as they are pinged with a string of offers while in stores. Supporters talk about the ability to deliver targeted offers based on loyalty data.
- Rite Aid deploys proximity beacons in more than 4,500 US stores – ZDNet
- Rite Aid Corporation (NYSE:RAD) Deploy More Than 4,500 Proximity Beacons, The Largest In US Retail Industry – WallStreet.org
- Why beacons’ bright light dimmed in 2015 and what’s next – RetailWire
- Target tests beacons, plans nationwide rollout – RetailWire
- What’s the real deal with beacons? – RetailWire
Will beacons help Rite Aid achieve incremental revenue growth? What do you see as the do’s and don’ts for Rite Aid’s successful deployment of the beacons?