Brief: Facebook's Free Beacons Will Help Buyers, Retailers, And Marketers

On June 8, 2015, Facebook announced the launch of Place Tips, a new feature that helps people learn about and connect with the places they visit, including businesses. Powering Place Tips are Facebook beacons, small Bluetooth low-energy (BLE) transmitters that allow the Facebook mobile app to understand the location of customers in stores. As part of this new feature, Facebook is giving away the physical beacons to businesses for free, potentially creating one of the largest beacon networks in the US. This move provides benefits to all three constituents: the retailer, the customer, and Facebook. For eBusiness leaders who are involved in digital store initiatives, Facebook Place Tips and beacons represent a significant opportunity to reach customers in-aisle and drive proximity-based marketing. The only catch? Facebook will know your customers' every move.