Bazaar Voice Summit 2014

Last year, I had the good fortune of visiting Austin for the first time. The purpose of the trip was to scout the Bazaar Voice Summit to see how we might build an installation that demonstrated the aisle of the future. 

A colleague was supposed to be a part of panel discussing beacons in store. She got stuck in a different city due to weather, so I sat in on the panel.

Here is an excerpt from that talk that ended up in their the Future Will Be Driven By Big Data post:

But serving customers better doesn’t just have to mean discounts. People will expect a more personalized relationship that rewards their loyalty and sharing, says Tod Szewczyk, VP, Director of Innovation at Leo Burnett,

“If you’re sending something that’s valuable to somebody, that doesn’t have to be a coupon per se, but it is something that’s a valuable, relevant message to them. So maybe it’s a loyalty thing where you’ve been in the store a couple times, and you’ve bought a number of different products. Maybe it’s a recommendation on something else that might be able to help you. Those are the kind of value exchanges that I think make it worthwhile.”

What I was really getting to was beacons at the time were almost strictly thought of as coupon delivery devices, but their true value was in delivering relevant content to people.