Tarrytown Pharmacy has joined the growing ranks of stores utilizing in-store beacons to reach shoppers in the aisles and at the shelf.
The single store in Austin, Texas has rolled out a program using Shelfbucks' iBeacon promotion platform. Tarrytown Pharmacy is one of 3,500 stores in the Health Mart national pharmacy chain and the first retailer to go live with Shelfbucks beacons.
Shelfbucks beacons are optimized for iBeacon, Bluetooth Low Energy (BLE) and Near Field Communications (NFC). The beacons, now installed on store shelves throughout the pharmacy, provide shoppers with highly personalized interactions with the pharmacy's extensive inventory of brand products.
Shoppers browsing the pharmacy can interact with Shelfbucks using their iPhone or Android smartphones and instantly receive real-time offers and coupons on nearby products via the retailer's app. Shoppers can then immediately redeem their special offers at the cashier, thus eliminating the need for clipping coupons and online research. It's one way for retailers to combat showrooming.
"Shelfbucks provides Mark (Newberry, Tarrytown's owner) and his team with real-time, actionable data on in-store shopper brand preferences and sales, enabling him to successfully adjust his store's promotion and pricing strategies," said Erik McMillan, Shelfbucks CEO. "(The retailer's) ability to quickly act on real-time shopper demand ensures that his customers will always have access to the right products, at the right price, at the right time. Our platform enables (Tarrytown Pharmacy) to improve his customer experience while significantly increasing incremental category sales, profit, and return visits from his most valuable shoppers."
Newberry, who, together with his wife Leslie, is third-generation owner of the Tarrytown Pharmacy, said Shelfbucks is an extension of his pharmacy's history of commitment to serving West Austin shoppers.
"Tarrytown Pharmacy has been an anchor of our community for more than 70 years because my family and I have always focused on the needs of our customers, most of whom we know by name," said Newberry. "Shelfbucks is yet another way that we deliver personalized service, offer the best possible deals on the products our customers prefer and create daily shopping experiences that strengthen long-term loyalty."
Beacons hold the promise of marrying mobile and in-store in new and powerful ways. Safeway (NYSE: SWY) and Giant Eagle rolled out iBeacon to 150 supermarkets and, in December 2013, Apple rolled out iBeacon to all 254 of its U.S. stores.
Shopping app shopkick this week announced the rapid deployment of its shopBeacon technology to thousands of stores by the end of its first quarter 2014. Macy's (NYSE: M) launched a test of shopkick's shopBeacon technology in November 2013 at two locations. American Eagle Outfitters (NYSE: AEO) also tested the program and announced a rollout to 100 stores in January. AEO was the largest retail deployment of the program to date. Additional retailers include J.C. Penney, Office Depot, Carter's and OshKosh B'Gosh.
Tarrytown Pharmacy and Shelfbucks will be showcased at the 2014 SXSW Conference.
-See this Shelfbucks press release
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