With its brimming aisles and whirlwind of coupons and limited-time offers, the average grocery store seems like it would be a golden fit for beacons. But the industry as a whole seems less than avid when it comes to getting serious about the technology. Only a handful of grocery stores are even flirting with it.
“When you talk about mass market grocers, we haven’t seen a tremendous amount of mobile adoption,” Mikhailov says, pointing out that the resistance could be attributed to a wide variety of factors.
“Part of it could be because they’re used to using a very different type of advertisement. They’re used to the circular, or to posting a sign in the window —those type of ads.” Another reason could be chalked up to the thinness of a grocery store’s margins as compared to a clothing retailer’s, which Mikhailov says, typically “has very different margins to play with.”
When you take into account the underlying issue — that most grocery stores haven’t adopted much mobile technology — it’s obvious why they’re not leaping to beacons.