5 reasonsówhy beacon projects fail
Within twoón the years since Apple launched iBeacon technology, many examples have appeared in the pressóIn the case of beacons, it is important to know how the solution can be used in the róMany projects in a variety of industries. To date, there have been hundreds, if not thousands, of pilot projectsóin beacons. So what are the effects of these activities in practice?
As it turns out, unfortunately, not all of these projectóThe success of Beacons. Therefore, we set ourselves the task of analyzing what was the reason. As a result, a list of several mainóof the analog world around usóin, whichóThe biggest benefits for consumers are the following.
No visible benefit for the consumer
Beacons are a technology that allows effective communication in the here and now, but when planning your deployment strategy you need to provide users with a real benefit, otherwise they will not be interested in interacting. So, if you plan to use beacons for any of the following reasonsów – rethink yourój plan:
– It’s a new technology, so why not to make it secure?óbtain
– beacons will make it possible to send push messages to all those whoóThe biggest benefits for consumers will be in the proximity
– We will use this technology to covertly track consumer behaviorów
On the contrary, the first thing to consideróThe first mistake that is made when testing beacons is to. Then, whether it is an enrichment of existing solutions, or it is just another form of delivering an already existing service.
Lack of integration with existing systems
Multiple projectów beacons use simple platforms to manage content and communication. While they are effective at the design stageóIn pilot projects, however, most of them are not sufficient and start to fail in large implementations. Conversely, companies serious about proximity technology require that their internal systems can be integrated with an external platform to create spóThe following reasons were given for the use of Beacon technologyów or combining online and offline knowledge – the first element of the so-called omnichannel approach.
Lack of privacy information
A common mistake made during beacon testingów was neglecting one extremely important aspectóThe following reasons were not askedów e ask you for permission to collect data in the store and for permission to use it for personalized communications. So, take the time and energy to explain to your consumers why it’s worth it and the value it brings them.
No assurance of data security
What’s worse – companies did not inform customersów about the security of their data. You need to be aware that most of them do not want to leave their data for fear of misuseób. Convince them that beacons are safe and that they will only be used by you in a specific wayób.
No connection to other available technologies
Beacons are energy-efficient transmitters emitting radio waves based on Bluetooth Low Energy, and in conjunction with the mobile application they give the opportunity to digitize the surrounding analog world. In order for the system to work, consumers need to download a dedicated app and turn on Bluetooth, which may limit the ability of the system to work in some storesóIn some cases the group of recipientsów. Therefore, to increase the effectiveness of this technology and ensure a greater degree of interaction, we recommend combining it with other technologies, such as. Wi-Fi.