Not surprisingly, beacons feature prominently with several of the startups chosen. However, a variety of other mobile tactics are also part of the mix.
In-store beacon promotion and Smart Display platform Shelfbucks is collaborating with Meijer and Oreo for one program and with Wakefern and Halls for a second. Shelfbucks enables in-store shoppers to interact with products, displays and store shelves from their smartphones.
Looking to leverage in-store data for more relevant display advertising, Mondelez’s brands Oreo and belVita will partner with 7-Eleven and Freckle IOT, which takes a different approach to beacon marketing by enabling brands to gather information about consumers who were in or nearby a store and retarget them with ads at a later date.