Tesco says iBeacons “could scare customers”

Tesco is trialling the smartphone location system iBeacons in its Chelmsford store as part of an experiment with a store-specific app, but is holding off using beacons for marketing purposes until customers have grown accustomed to the technology.

Mark Cody, senior group marketing manager for mobile at Tesco, said at Advertising Week Europe that a beta version of Tesco’s MyStore app is trialling iBeacons, but is being rolled out carefully to avoid scaring customers.

Cody said the prospect of walking past a display of baked beans and getting a mobile marketing message about a deal on the product could scare customers, so initially the iBeacons will be used for purposes such as sending a customer a message when they arrive in-store to pick up some pre-ordered goods.

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