Spotlight On…Beacons vs. audio for in-store engagement

While retailers' use of beacons for in-store targeting has soared in 2014, audio messages may be the next big advancement. Office Depot is one retailer testing audio tech solutions for driving in-store engagement via smartphones. When Office Depot shoppers open the Shazam mobile application in-store to identify a song or audio message, the app connects with the retailer's overhead music system using an inaudible watermark, enabling the delivery of a message. Story

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