We all know that mobile technology is prevalent in our day-to-day lives. To this end, beacons are capturing the attention of technology junkies, retailers, and event planners alike. Some believe beacons have the potential to transform the retail shopping experience while also having major implications for tradeshows and events.

Beacons are designed to capitalize on mobile technology and usage. In simple terms, they are small pieces of hardware that recognize when a mobile device has entered a certain region. Once a consumer has entered a specific range, the technology can use Bluetooth low energy (Bluetooth LE) to send notifications to that individual’s mobile device. This technology has obvious benefits for the retail environment. Beacons can detect potential customers who might be close by and collect a huge amount of data that wasn’t previously available. For example, beacons can tell retailers what parts of a store receive the most and least amount of foot traffic.

Alternatively, beacons can have a tremendous impact on the retail shopping experience. A person standing in an aisle of a store can receive promotional offers relevant to the items that are displayed in that particular area. What’s more, the integration of micro-location technology and big data analytics can help a retailer extend more effective deals based on a consumer’s past searches, purchases, and even social media “likes.” The marketer can serve up relevant offers, price comparisons, or product information based on the location or department that the shopper is visiting. This technology has similar implications for tradeshows; marketers can track the products and solutions that prospective buyers viewed.