Stores, sports venues and other users of Apple’s iBeacons will have to walk a fine line between helping users and angering them with new in-app messaging from Adobe Systems’ Marketing Cloud.

A beacon is small device that uses a Bluetooth Low Energy signal to send data to users and keep track of them. The way we shop in physical stores is going through some fundamental changes thanks to the growing popularity of mobile payments and the installation of beacons.

Together they have the potential to kill traditional checkouts, while beacons can also be used for navigation and customized offers. The challenge for especially large chains is how to use the information they can gather without alienating customers concerned about their privacy.

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