How Elle Used Proximity And Beacon Tech To Drive 500,000 Retail Store Visits

What Happened
For its September issue, Elle magazine launched a Shop Now program that uses proximity technology to send readers location-based notifications and value offers. As Elle readers select their favorite brands in its fall collection within the ShopAdvisor app, they can opt to receive notifications when they are within one mile of the retail locations that carry those brands .brands’ retail locations. And if they choose to visit one of the stores carrying items featured in Elle’s curation, they will receive a digital coupon via RetailMeNot’s app powered by in-store beacons from Swirl. By leveraging editorial curation into push notifications, the magazine helped drive 500,000 in-store visits over a five-week period.

What Brands Need To Do
Elle’s early success with the Shop Now program points to the promising possibility for publishers to use proximity technology to move readers down the sales funnel. For brands, working with publishers to ensure a feature in such curations can help their products stand out among competitors. By joining forces with publishers, fashion, CPG, and other brands can leverage the publisher relationship to a partnership with retailers and app owners with reach beyond what they get from their own apps.


Source: Digiday

Why Twitter Is Looking Into Beacons

Read original story on: Business Insider

Twitter is investing in Swirl, a Boston-based startup specializing in beacon marketing, according to CEO Hilmi Ozguc. Swirl’s technology is intended to surface relevant ads to smartphone-wielding shoppers in stores. Although Twitter has yet to incorporate Swirl’s technology into its ad offerings, it will probably happen soon.

Twitter’s own ad platform could greatly benefit from Swirl’s beacon technology, as it would contextually trigger notifications of targeted ads or value offers and boost relevancy of its real-time ad bidding.