BOSTON, December 13, 2013 – As news breaks about retailers testing iBeacon technology to send offers and marketing alerts to consumers’ smartphones while they shop in stores, Swirl Networks, Inc., an in-store mobile marketing platform provider, today released research findings about consumer willingness to receive beacon-triggered alerts. Swirl’s study found that 77 percent of consumers would be willing to share their smartphone location data (a prerequisite for beacon-triggered campaigns) as long as they received enough value in return. The study also revealed that consumers are much more likely to entrust their location information to their favorite retailers (65 percent) than to shopping/deals apps, Google or Facebook. As retailers ramp up their use of beacons for in-store mobile marketing, they must overcome the two largest complaints from consumers about today’s mobile shopping alerts: lack of relevance (41 percent) and lack of value (37 percent).
Swirl’s research found that:
"There is no doubt that 2014 will be the year of the beacon in retail. Retailers like Timberland, Kenneth Cole and Alex and Ani have been using in-store beacons for the past six months and Apple recently enabled iBeacon technology in all of its stores,” said Hilmi Ozguc, founder and CEO of Swirl. “Our research shows that consumers are eager to receive relevant content and offers on their smartphones while shopping in-stores and they are willing to disclose their location in return. Beacon-triggered in-store mobile marketing represents a huge opportunity, but to succeed, retailers will need to create experiences that truly engage and add value for shoppers.”
Swirl commissioned independent research firm ResearchNow to study the mobile and shopping preferences of 1,000 consumers in November 2013. The margin of error for this study is +/- 3 percent.
Swirl is an in-store mobile marketing platform provider that is helping retailers leverage the power of mobile to attract and influence consumers while they shop in retail stores. Top retailers such as Timberland, Kenneth Cole, and Alex and Ani use Swirl’s patent-pending micro-location technology to increase their store traffic, customer engagement and sales conversions. The company is led by an accomplished entrepreneurial team and backed by top-tier investors including Hearst Ventures, SoftBank Capital, Longworth Venture Partners and General Catalyst Partners. Learn more at swirl.com .