Target to Test Beacons in 50 Stores
Target is the latest retailer to announce that they’re testing beacon technology. The mass merchandise chain revealed Wednesday that it will begin a 50-store beacon pilot this month, with a national rollout in time for the holidays.
TechCrunch reports that Target will “be able to send information about deals as well as recommendations directly to consumers’ smartphones, provided they opt in to receive these alerts.”
Target is working with hardware provider Estimote on its beacon program. In terms of reachable audience, Target will focus on its own Target iPhone app, as well as its Cartwheel app. The retailer did not announce if it plans to reach shoppers who don’t have its own apps.
While many of the major retailers have been testing beacons behind closed doors for a while now, and some like Macy’s have announced chain-wide rollouts, the Target announcement comes at a time when a number of top merchants could be preparing to reveal their beacon plans for the holidays. It’s safe to assume that this holiday season will be filled with place-based engagements from most of the major retailers.