BEACON TECHNOLOGY

Proximity marketing is the localized wireless distribution of advertising content associated with a particular place.#around Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so.

Fifty-five percent of retailers surveyed were in the process of testing or investing in proximity marketing technology, which sends alerts to customers’ phones when they approach a retailer’s store. An additional 24% have already launched proximity marketing campaigns.

The remaining retailers said they were considering investing in proximity marketing technology.#new

Airspace chief executive Ian Malone said: “This research neatly matches our own conversations with high street retailers who feel they need to act now and invest in proximity marketing.

“Retailers that utilise proximity marketing to deliver relevant messages will see an upturn in conversion rates and arguably more loyal customers.”