John Lewis trials in-store beacons to improve customer shopping experience

The UK department store chain is trialling in-store beacon technology to improve their online and offline integration, creating a more seamless omnichannel experience for their customers. This will initially focus on:

Reducing the collection wait times for their click and collect customers.

- NFC (Near Field Communication) will automatically trigger a customer’s click & collect order to be picked up as they enter the shop or carpark – speeding up the process.

In store directions

- Customers that use the John Lewis shopping app, will receive directions to the products held in their shopping list when they enter the store.

This is a great example of the types of strategies retailers will be investing in as they strive for a better omnichannel experience.

These types of initiatives can be achieved using NFC enabled Electronic Shelf Labels from esLabels, instead of implementing stand along beacons, reducing the cost of implementation.