In 1974, Marsh Supermarkets became the first grocer to test UPC barcodes and this Spring they will be leading iBeacon testing with the AppleWatch. Shopping lists, mobile offers and sales data will all be linked to shopper loyalty cards to improve the relevancy of future messaging. But the real value may lie in how brands choose to interact with this technology.
How could this technology be leveraged differently in a marketing mix model? Is there a sustainable benefit to this opportunity beyond what already exists with the use of smartphones? #MarsTalk