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After testing in-store beacon technology in ten locations across the U.S. and Canada with positive feedbacks, Lord & Taylor now plans to expand the pilot program to its stores nationwide by the end of November. The company installed four to six beacons in each test store, and used a centralized system to send discounts and editorial content to the signed-on mobile devices of its customers. The company reported an 18% engagement rate for in-store messages from its pilot program, while the average engagement click-through rate for a mobile banner ad is less than 0.4%