How Wireless Technology is Changing Retail

The Event

We recently had the privilege of speaking at the 5th Annual Canadian Wireless Trade Show in Toronto. This event is considered Canada’s Premiere B2B wireless and mobile communications event, which presented an excellent forum for our CEO, Douglas Lusted, to explain how wireless technologies are changing retail.

Douglas Lusted on stage at #cwts2015
Douglas Lusted on stage at #cwts2015

Our Presentation

In our presentation, titled “How Wireless Technology is Changing Retail”, we identified consumer trends that are creating an environment for wireless technologies to change how advertisers reach consumers.  We also explained which technologies are having the biggest impact and how to use each one, as well as outlined their pros and cons.

Check out the slides below, for actionable insights and strategies that will help you take your marketing to the next level.

[slideshare id=54669210&doc=linketteventscwts2015presentation2015112-151103015817-lva1-app6892]


How Wireless Technology is Changing Retail

Wireless technologies are blurring the line between offline and online advertising. Retail is the epicentre of this evolution, where wireless tech is fuelling new, innovative ways to influence shoppers.

This presentation will show you which 3 mobile technologies are driving this evolution and outline strategies for implementing them today.

Consumers are Changing

They Consume Media Digitally

We consume more media using mobile devices than any other (+21%).”

The digitalization of our world has shifted how we consume media, which has changed how we consume advertising.

It is common knowledge that consumer’s use of technology, specifically mobile devices, is steadily growing. In fact, we’re now at the point where consumers are consuming more media through mobile devices than any other.

“They want to engage digitally in-store”

  • 86% have smartphones in-store
  • 61% visit interactive stores more often
  • 58% prefer devices vs. speaking to employees
  • 55% showroom in-store

They’re digitally influenced, in-store

  • 73% influenced to buy from in-store mobile content.
  • 60% buy more because of in-store mobile content.
  • 33% seek promotions in-store.

Wireless Technologies Provide the Infrastructure to Engage Today’s Consumer

Wireless technologies are providing the infrastructure necessary to capitalize on these optimal consumer conditions and enabling advertisers to create true omni-channel marketing experiences.

3 Technologies are Driving This Shift

3 wireless technologies are providing the foundation for digital marketing’s extension into the offline world:

  • Bluetooth – Signals sent out via beacons that communicate with apps on smartphones.
  • NFC – Tiny micro transmitters that use radio waves to communicate with enabled devices or cards.
  • Wi-Fi – Uses a Wi-Fi signal to communicate with enabled devices once they’ve connected to the network.

These technologies are enabling stronger consumer engagement as well as data-driven decisions across all marketing touch points. True omni-channel campaigns will need one of these to connect with shoppers in-store.

3 strategies you can use today

Let’s take a closer look at how these technologies deliver immersive experiences for advertisers today.


Beacons constantly emit a signal, which can be detected by compatible mobile devices. Once detected, the BLE signal instructs the device to execute a function within a specific application.

If you have a mobile app, you can use beacons to engage shoppers as they navigate your store – sending them promotions, special offers, or other marketing content.

Pross & Cons of Bluetooth


  • Personalized messaging
  • Valuable rich data
  • Reach to “power users”


  • App required
  • Small audience reach
  • Battery powered

NFC Marketing

When an NFC “tag” is placed on an object, it will deliver information to any compatible device that comes within a few centimetres, causing the device to take action. This action can be anything from opening a URL to downloading a song.

They are similar to beacons, however no app is required, only an NFC compatible device.

Pros & Cons of NFC


  • Quick Easy Content Delivery
  • No App Required
  • Payment options


  • Does not work with Apple
  • Limited Data collection
  • Uneducated market

WI-FI Marketing

When a mobile device connects to a Wi-Fi network a notification will appear on the consumer’s device that delivers a marketing message.

You could invite consumers to register for something and/or, providing they consent, collect their information for future marketing initiatives (i.e. email or direct marketing).

Pros & Cons of NFC


  • Valuable rich data
  • No app required
  • Educated market


  • Expensive
  • Heavy deployment

What can be achieved

Now that you’ve seen how these technologies work, let’s look at the kind of results they can deliver:

  • Increase sales up to 30%
  • Average 3.2X ROI
  • Increase marketing budget efficiency by average of 20%

In the End

The three things to take away from this presentation are:

  1. Smartphones disrupting shopper behavior
  2. Leverage this shift with 3 key technologies [Bluetooth, NFC, WIFI]
  3. These have been proven to deliver tangible results