Leading Voice of the Customer specialists eDigitalResearch have today announced the integration of beacon technology into eDigitalResearch survey programmes to help clients maximise the use of beacons.
Using the company’s own SaaS technology, eDigitalResearch are able to embed surveys directly into their client’s apps and trigger feedback prompts via beacon technology. The feedback mechanism can be used to gather insight on a range of potential subjects – from how consumers feel about the current use of beacons to how they rated their experience with a particular store, department area or staff member.
While other feedback providers are creating their own apps that work with beacon technology, eDigitalResearch have decided at this stage instead to focus efforts on integrating the new survey technology with clients’ individual apps. It means that any current or future eDigitalResearch clients are able to gather feedback immediately on either location-specific experiences or the use of beacon technology itself.
Alexandra Grist, Mobile Product Manager at eDigitalResearch, comments, “There’s a lot of talk around beacon technology at the moment and retailers in the UK are taking very tentative steps towards actually using it. By utilising this survey deployment technique, brands and retailers will be able to get a view of how their use of beacons is by perceived by customers, as well as proactively gather location-specific feedback”.
Discussing eDigitalResearch’s ability to integrate with client’s apps, Alexandra continues, “Retailers face a number of big hurdles before they can make use of beacons. Firstly, they need consumers to download the app – download rates among customers in store are clearly always going to be higher for a retailer’s app over a separate third party feedback app and to have it open on their smartphone. Secondly, people also need to have access to the Internet and their Bluetooth switched on – something that as the use of beacon technology and other Internet of Things products increases, we believe will become all the more common place.
“By integrating our survey technology with our clients’ current app we can support them in both creating a successful strategy for beacons, as well as gain feedback at key touch points within the customer journey or about specific products and locations”.
Since inception fifteen years ago, eDigitalResearch has remained at the forefront of new digital technology and are one of just a handful of research agencies pioneering beacon technology for feedback purposes. eDigitalResearch are currently in the process of trialing the new feedback technique with a number of high profile retailing brands.