Mobile is destined to become the centerpiece of retail success in the upcoming years. According to Google, 82% of smartphone users are already using their mobile devices while in store. Indicating that in order to compete it is time to adapt to proximity and provide customers the seamless shopping experience through relevant push notifications, coupons, indoor navigation and mobile payments.
The challenge retailers now face is choosing the optimal proximity solution. Specifically, what would be the hardware to base your campaign on? Proximity hardware and software company Kontakt.io has previously indicated that when it comes to choosing a proximity solution, beacons are the most cost-effective. This is one of the reasons why a great number of beacons have been deployed in a short amount of time.
The industry leaders within beacons are Apple’s iBeacon and Google’s UriBeacon (often called “The physical web"). According to Proxbook, only 23% out of 139 proximity companies, support UriBeacon today. For those who make obvious conclusions based on this data, we would advise caution.
First of all, UriBeacon support is growing rapidly and there are also rumours, that the next Android 6.0 might include the physical web built into the OS, eliminating the need of an app. When this happens, we expect yet another drastic growth spike in the proximity industry.
This is a game changer due to the fact that the app is one of the biggest challenges to overcome in achieving the omnichannel experience. We have yet to see if the Physical Web will be implemented directly into the operating system, but think of those 1 billion Android users ready to be engaged.