By Seb Joseph

Unilever is using iBeacons to determine how amenable shoppers are to its brands in-store so that it can later retarget them with relevant mobile ads.

Aside from driving purchases at the point of sale, the FMCG business believes the technology can be used to reduce the cost of customer acquisition through personalised content.

To test the theory, Unilever, in partnership with Mindshare and data specialists Glimr, is using iBeacons to monitor users’ offline data to target mobile ads. It is a departure from the performance-driven beacons pilots from other companies to one geared around brand building.

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Source: The Drum