Rite Aid Corporation (NYSE:RAD) Deploy More Than 4,500 Proximity Beacons, The Largest In US Retail Industry


Rite Aid Corporation (NYSE:RAD) deploys more than 4,500 proximity beacons in its US stores, making this process the largest beacon installation in a retail setting. The deployment of these beacons was done in a partnership between inMarket and Rite Aid. inMarket is a mobile shopper marketing firm that is oriented towards manufacturing its securitized Bluetooth beacons for Alphabet Inc (NASDAQ:GOOGL) Google’s Android and Apple Inc. (NASDAQ:AAPL)’s iOS.

Beacon-level proximity data is usually used by brick and mortar retailers to personalize and retarget their abilities similar to that are used in e-commerce. This concept is similar to how a website optimizes itself based on the browsing history of a site visitor. Installment of proximity beacons currently is one way brick-and-mortar can keep up with competition from the e-commerce-only retailers.

Beacons offers the best method of providing notifications and offers to consumers’ smartphones by using a Bluetooth low energy signal whenever they are in the store. Beaons will not keep people from using their smartphones for comparison purposes, but it is one of the best ways to send people incentives that will entice them to come to a particular store. Ride Aids deployment of these proximity beacons means that they can notify their customers on substantial offers or information.

Before Rite Aid deployed their beacons Macy’s, Inc.(NYSE: M), a department store had the largest number of beacons, more than 4,000.

inMarket’s approach to the beacon movement heavily relies on a partnership with publishers the likes of Conde Nast and Gannett – run apps the likes of Epicurious, List Ease, Coupon Sharpe and ScanLife among others. This publisher usually helps them to Beacon their apps so that they can communicate with the installed proximity devices.

According to inMarket communications director Dave Heinzinger, beacons can not function on their own but require apps to listen to them. He also stated that the strategy they are using is to build a relationship with apps that people are already using other than trying to introduce new apps that will force people to download them.

From this partnership with inMarket, means Rite Aid by association gain access to more than 42 million monthly users of inMarket. Adding these number with the number of Rite Aid mobile application users, they customer base might just be expanding.