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Several Retailers Embracing inMarkets Mobile to Mortar Approach Using iBeacon

Mobile Commerce Insider Featured Article

April 08, 2014

Several Retailers Embracing inMarkets Mobile to Mortar Approach Using iBeacon

By Oliver VanDervoort
Contributing Writer

Now that Apple’s (News - Alert) iBeacon is becoming a little more mainstream, we’re seeing more and more companies lining up to use the service. While the service is mostly known as something that is geared towards retailers, there are even more MLB Ballparks taking advantage of this new age advertising solution. Major products have even started embracing the service using membership discounts and similar promotions geared directly towards shoppers thanks to the inMarket platform.

The process has already been given a new moniker, called Mobile to Mortar - with Mortar referring to the brick and mortar stores people are shopping in while carrying their iPhones and iPads with them. The inMarket service is able to actually bypass the iBeacon’s store programming and instead delivers content straight from makers of products like a Hersey’s candy bar or Sun-Maid raisons for example, directly to the shopper.

This process makes it that much better for both the stores using iBeacon and the products that are displayed in those stores. The stores are especially happy, because getting the deals and offers directly from the product manufacturer saves the retailers time and effort they would have spent putting together a package. According to industry insiders, there are about 200 stores that are currently using the inMarket Mobile to Mortar system with most of those locations being centered in Seattle, Cleveland and San Francisco. There are also other retailers located in Miami, New York and Boston who will be taking up the program by the end of April.

This kind of program is only going to get better as more people are upgrading their Apple devices’ iOS to 7.1. This operating system brought a few tweaks on a number of different items but the best news for retailers is the Cupertino company is now allowing iBeacon to run completely in the background so people will no longer have to turn it on whenever they enter a store.

Edited by Stefania Viscusi

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