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BizReport : Mobile Marketing : September 23, 2014

Excessive use of in-store beacon technology decreases app use

The overuse of beacons in-store can lead to a significant drop in app use, according to a new report from mobile platform firm inMarket.

by Helen Leggatt

When more than one beacon message per location is delivered to a shopper, app use has been shown to drop significantly - 313% according to inMarket. The study, which involved the study of 1,500 consumers, shows there's an art to the delivery of beacon messaging and over-use is off-putting.

"Honoring the user experience with polite help at the perfect moment activates a user base better than anything we have ever seen in mobile. On the flip side, subjecting users to the equivalent of real world pop-ups can lead to disaster for a brand," said Todd Dipaola, CEO of inMarket.

Deployed sensitively, delivering helpful features to shoppers, beacons prove extremely effective with interactions rising 500%, according to the report. Furthermore, those shoppers that receive helpful and relevant messages while in-store are 7.5X more likely to seek out that product compared with those who receive no message.

Those who receive iBeacon notifications are also 6.4X more likely to retain an app on their mobile phone, found an inMarket study earlier this year. Previous surveys have shown that many mobile users tend to download an app, use it once or twice, and then discard it.

Tags: app, beacon, messaging, mobile, retail

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