Marsh Supermarkets is a retail food chain headquartered in Indianapolis with stores throughout Central Indiana and parts of Ohio; inMarket is a mobile-at-retail marketing platform and app developer based in Venice, California. Both of them have announced the launch of a new iBeacon platform throughout Marsh's 75 supermarket locations.
This will enable Apple Watch users to receive interactive alerts and other content on their devices based on their proximity to Marsh's beacons. This was possible thanks to inMarket's Mobile to Mortar beacon platform, which is actually the largest in the world, reaching over 50 million shoppers in stores across the U.S.
Amit Bhardwaj, Senior Director of Customer Loyalty, Marsh Supermarkets, said the following:
"iBeacons have created new ways to connect with mobile shoppers in the store, and inMarket allows us to reach many of our shoppers through the apps they love and use everyday. Now with wearable integration, shoppers who use Apple Watch will enjoy the same digitally-augmented, real-world shopping experience."
For the beginning, Marsh and inMarket will develop a platform that will include Marsh's own app and inMarket's List Ease app, with other apps to be created in the near future. inMarket's beacons in Marsh stores will be able to trigger alerts such as shopping lists, ads, and other content for customers who use Marsh's mobile app.
Thus, with this announcement, Marsh becomes the first to extend Apple's iBeacon capabilities to the Apple Watch but retailer Macy's, Virgin Atlantic airlines and Major League Baseball have also rolled out iBeacons, but support for the upcoming wearable is yet to be added.