Shopper Marketing - March 2016 - 80


SO-LO-MO CENTRAL

5

LOCAL

5 BKON, Nashville, Tennessee, is a startup that
makes beacons and software that helps brands and
retailers communicate with beacons. One of those
ways of communication is through Google's progressing wrinkle in beacon technology called the
"Physical Web." The gist of Physical Web vs. beacons
... Physical Web.
as we know them now is that the beacon device
doesn't need to communicate to a downloaded mobile app that has access to the beacon.
Instead, the beacon communicates through an Internet browser. The beacon transmits a
simple URL that can be read by a Physical Web-enabled browser like Opera or Firefox OS. It's
using the same Web technology, as opposed to forcing a shopper to download a specific app
within a retail store to communicate with a beacon. BKON says consumers see a Physical Web
icon on a sign, display, door, etc., and can assume a store is enabled with Physical Web. BKON
has supported Google's Eddystone-URL protocol of the Physical Web since the launch over
the summer in making beacons certified with Eddystone. However, while hundreds of retailers use their beacons with this technology, the company says there has been nothing but
small-test batches and education is just not there yet.
6 PriceLocal, Ann Arbor, Michigan, has launched a Web tool to price match against
Amazon.com with a focus on local stores. Shoppers sign up at GetPriceLocal.com and install
the PriceLocal software into their Chrome, Firefox or Safari browsers. (No mention of mobile
optimization yet.) Then, when shopping on Amazon (for example, I looked at Timberland
boots), you click the PriceLocal icon in the corner and it sends out a message to local stores
for a price match. I was met with
a message saying PriceLocal
was contacting other stores
and it could take less than an
hour, which is understandable,
but as I sat, I wondered how
many would be willing to wait. I
wasn't, but I was also just fooling
around.

6

... price matching.
80

y SHOPPER MARKETING MARCH 2016


http://www.Amazon.com http://www.GetPriceLocal.com

Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
Shopper Marketing - March 2016 - 12
Shopper Marketing - March 2016 - 13
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Shopper Marketing - March 2016 - 18
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