What are beacons?
Beacons are small sensors that, when placed in specific physical locations, transmit targeted and personalised information to a mobile app on users' smartphones by emitting signals in predefined frequencies that are picked up by the mobile device using Bluetooth Low Energy (BLE)technology.
The strength of these devices lies in the fact that they manage to send content to people interactively and at a time when they are most likely to take action.
Today, beacons are used in many sectors, which have decided to make use of this particular technology both to improve their own performance (and thus expand their business) and to help the user. Let us look at some examples:
The largest use of beacons is closely linked to digital marketing strategies. Many companies, both small and large, use them to accelerate conversion processes. For example, personalised promotions can be sent to users in a certain location.
Beacons are also used to manage and monitor warehouse logistics, which is particularly useful for companies with e-commerce. It is possible, for example, to localise and track goods in real time: a considerable saving of resources!
One of the most interesting uses of beacon technology is to provide, through the use of proximity, useful information to users. Ikea, for example, uses beacons to communicate with store visitors in different areas of the store. Some museums also use them to describe works of art.
There are some particular dynamics in which the correct use of beacons can bring advantages, both from a business and a non-business perspective, including in terms of energy savings. A Bluetooth connection between lamps, for example, can allow the lighting intensity of a closed environment to be adjusted.
Beacon antennas: solutions (also) at a distance
Beacon technology can overcome the natural barriers associated with Bluetooth technology and the distance between sensor and device by installing antennas that allow communication with ranges of up to 200 metres from the point of origin of the signal.
This solution becomes a significant marketing opportunity when used in client-based logics such as:
GPS triangulation for improved signal
Tracking and indoor navigation systems
Creation of heatmaps for monitoring purposes
Physical check-in and check-out processes
Combination with geofencing technologies
