One of the biggest challenges in a world where digital advertising swallows up a greater percentage of retail ad budgets each year is how in-store traffic, and subsequent purchases, can be reliably attributed to online activity and digital advertising.
After all, businesses both small and large value the promise of accountability that has been implicit in digital advertising (think: pay-per-click.) Pay for performance based digital ad products are only possible with some form of attribution further down funnel. With in-store purchases, the attribution problem has yet to be solved.
Enter beacons, the $5 piece of technology being talked about as the solution to this 21st century retail problem.