The struggle has been going on for years.  Brick-and-mortar stores have yet to crack the code when it comes to tracking shoppers like their online counterparts. Now, with beacon technology’s ability to not only track in-store visitors, but also send offers to their mobile devices, this segment of the retail industry has gotten a much needed shot in the arm. The technology was validated last year when retail giants Macy’s, Target and Apple doubled down by rolling it out in many of their stores. But the honeymoon phase is slowly coming to an end, with many companies wondering what the next step should be in driving real ROI from the new technology.

Shining a Light on Beacons

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