Last week, we hosted a webinar with our CTO Jeremy Daly, Aisle411 co-founder Matthew Kulig, Unacast product manager, Romet Kallas and GeoMarketing editor, David Kaplan on the state of mobile proximity marketing. The speakers shared insights, statistics and case studies into how retailers, brands and others can optimize their product availability and location awareness to maximize shoppers’ product options and accelerate their path to in-store purchase.

For those who were unable to attend, we’re providing a recap on some of the content covered:

Beacon Myths

Though beacons, and proximity marketing in general, are becoming more ubiquitous, people still have reservations and misconceptions about the tiny device and its capabilities. GeoMarketing’s David Kaplan addressed a few of the most common myths — and explained why they are inaccurate:

  • Beacons are collecting and tracking my information: Not true. Beacons are only capable of broadcasting a signal that can be picked up by a mobile app.
  • Beacon batteries have short life spans: Also not true. Some beacons have battery life-spans of up to five years.
  • Beacons are only good for offers and discounts: Not true. Offers and discounts are only one potential use.
  • Beacons have failed to gain traction: Not true. There are beacons deployed in thousands of stores across the US.

Statistics on the State of Proximity Marketing

Romet Kallas of Unacast/Proxbook shared some information and the latest statistics on the growth, the ecosystem, and categories of providers in the proximity market (most of which is made available in their latest report, which you can download here). Some notable statistics included:

  • The percentage of total Proxbook members supporting a beacon standard
  • The rise/percentage of growth of different proximity products and services, featuring analytics, proximity advertising networks, online retargeting, and data monetization
  • The platforms, hardware, apps, and consulting entities that exist within the Proxbook proximity ecosystem

Driving Shoppers to Stores

Our very own Jeremy Daly, CTO of ShopAdvisor, discussed how to engage consumers intelligently with the right content and offers to bring them to the right store location. One of the points he emphasized was the importance of product availability, outlining what happens when a brand/retailer drives a shopper to the store and the product is not in-stock, as well as how many stores actually keep a percentage of products in-stock in-store. Jeremy also outlined why and how to personalize the path-to-purchase to increase the chance of an in-store conversion, noting the ShopNow! with ELLE campaign as an successful use case.

Assisting the In-Store Experience

Another crucial step in optimizing the path-to-purchase for shoppers is guiding the shopper once they’re in the store. This isn’t limited to just simply telling the shopper where a particular product is located, but optimizing the entire in-store experience, including everything from where the bathrooms are located to special deals and offers throughout the store. Matthew Kulig, co-founder of aisle411, discussed how once brands/retailers have driven the shopper to the store, they can provide an exciting in-store experience in the final step of the path to purchase.

If you’re interested in viewing the entire webinar, including the Q&A, you can watch the recording here. For any questions or to receive a copy of the webinar presentation, send a message to

Share This