An upcoming trend for business to look out for is the “Beacon”. This is small device which businesses can place within their business to either gather information on its customers or push information to the customers by interacting with their smart phones (typically by a low-energy Bluetooth connection).
While this is not new technology, recent advances in the cost and power-efficiency of such beacons and the greater prevalence of smartphone users in general and smartphone users who use their devices while shopping, dining, or otherwise engaged in commerce in specific has made beacon deployment a far more attractive proposition for data-savvy businesses. Beacons allow businesses to not only engage in very accurate location tracking of customers, but to push messages directly to customers based upon their location (ex. As customer walks by a rack of clothing, a message can be pushed to them, letting them know that everything on that rack is 20% off for today only.). Likewise, businesses can track the flow of customer traffic, where they do and do not go, what order they visit places within an establishment, and even, potentially what items they stop an look at. This can, clearly, be powerful data for businesses to use, not only for interacting with customers, but in choosing layout of a business and other “customer experience” considerations.
On the downside, there are potential privacy and security implications of this technology, not only for the customers / consumers, but also for the businesses collecting this data. The more intrusive (and non-anonymous) the data a business collects on its customers, the greater the need for policies, procedures, and infrastructure for dealing with this data safely, securely, and withing the parameters of what the law requires. That having been said, this is very exiting technology that can open many new doors for businesses in terms of business intelligence and customer interaction.