It's not all about the sales. You clearly made investments in technology, now use it for more than just marketing. Here's one example: long lines are endemic during the holiday season and can't be completely eliminated. Some beacon-related technologies are being used by retailers to address this problem by allowing customers to pay in store via their mobile devices. Here's another example: San Francisco International Airport is reportedly getting a pilot project ready that will use beacon technology to help blind travelers navigate through the airport. Imagine tweaking that technology to help customers find, for example, the restroom or customer service desk while in the store.
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