News

Google, Myer partnership taps beacons to measure customer behavior

October 27, 2016

Google is teaming up with Australia-based retailer Myer on a beacon trial to better understand the connection between the brick-and-mortar retail world and the digital retail realm.

Myer is one of four Australian brands that will deploy a beacon system through store networks for tracking consumer activity both in the store and online, according to a Power Retail report.

"The exciting thing about this is the precise measurement of customers, from spatial movement through our stores and departments to media attribution from physical to digital, which has always been a challenge for marketers," Michael Scott, Myer’s executive general manager of brand strategy and marketing, stated in the report.

"In time, all of this will allows us to build tailored communications for consumers, like 'just for you' offers and communication, which is super cool."