Provide an example of how a company, such as Coca-Cola, might engage a customer through the use of beacon technology.

Answers will vary but should include that many customers enjoy the timely interactions with firms when they engage with them at the point of purchase. To reach customers at the right time, Coca-Cola relies on beacon technology, that is, technology that allows companies to detect where customers (who have enabled the feature)are at each moment, through their smartphones. In 2015, Coca-Cola's pilot campaign offered moviegoers a free Coke at the moment they walked through the movie house if they had already downloaded the appropriate app from the brand.