Bricks and mortar retail outlets are coming under increasing pressure from e-commerce websites and ongoing changes in consumer behaviour, which have seen traditional stores losing a large part of their market share to online sales.
The emerging trend of "showrooming," or examining products in a store before ultimately buying online, often at a lower price and from a different retailer, poses a particular challenge to the traditional business model. Businesses that are not working pro-actively to drive in-store commerce risk being left behind by tech savvy consumers.
Smart retailers are therefore making the most of various up-and-coming emerging technologies that that can be used in clever and creative ways to help drive in-store commerce. This is where retail beacons come into their own.