Wrist-wearable messaging heads to the supermarket
Already famous for being the first retailer to use UPC bar code scanners in 1974, Marsh Supermarkets has now become the first to test sending messages to the Apple Watch.
Working with Los Angeles-based startup InMarket, Marsh installed beacons across its 75 stores. Shoppers who use Marsh’s mobile app or one of the apps in inMarket’s numerous applications will be able to decide if they want to receive push notifications on their Watch (when it arrives in March) or smartphone when they enter the store. InMarket’s apps include LisEase, Key Ring, Epicurious and CheckPoints. The company’s beacon platform reaches 18 percent of all U.S. mobile users, per comScore.
Marsh decides which apps are triggered by the beacons and customers are able to choose which apps work. If approved, a shopping list may pop up for a customer when they enter the store. Shoppers may also be pinged with recipe suggestions or offers in aisles. InMarket believes the Watch is more suitable for messaging than the smartphone.
"If you look at that situation when you’re running through a store, how much more convenient is it to have a hands-free option to see what you’re making for dinner or understand what the deals are when you’re in-store?" Todd Dipaola, CEO of inMarket, told Adweek.
With the software integrated with the retailer’s customer relationship management (CRM) system, the offers can be tailored based on past purchases and further aligned to what products are in the aisle the shopper is walking down.
InMarket has found that since launching its M2M solution in January 2014, in-store beacon engagements achieve a 45 percent interaction rate, or five times higher than traditional push messages that occur without location context.
Beacons also promise to present retailers with new tools to measure coupon and campaign effectiveness, down to timing and shopper proximity to products in aisles.
On the consumer side, a survey of 1,500 inMarket shoppers conducted last September found more than two-thirds (68 percent) found in-store reminders from their shopping apps more helpful than out-of-store reminders. However, it also found over-saturation and irrelevant beacon pushes caused app usage to decline and apps to be deleted. Specifically, more than one beacon push per location caused a 313 percent drop in app usage among shopping app users.
At this point, messaging to the Apple Watch will be limited. Mr. Dipaola told streetfightmag.com. "The timing of the message matters immensely, almost far more than demographics."
- Marsh Supermarkets Partners with inMarket for World’s First Apple Watch iBeacon Experience – inMarket/PRNewswire
- Marsh Supermarkets Brings Beacon Messaging to Apple Watch – Street Fight Magazine
- Apple Watch Isn’t Even Out Yet, But Some Retailers Will Be Ready on Day 1 – Adweek
- Beacons Coming to the Apple Watch for Grocery Shopping – MediaPost
- Beacon over messaging causes app use to plummet 313 percent – FierceMobileRetail
Will the arrival of the Apple Watch and other wrist wearables encourage adoption of beacon-triggered messaging? Do you see beacon messaging having a big influence on the grocery shopping experience?