Ecommerce is appealing because it’s easy and accessible. Who would choose driving to a store over getting their shopping done in just a few clicks. This ease doesn’t come from nowhere though. It’s the measurability of online commerce that made it so powerful. Data is power and when you measure every click, the data is yours, be it through recommendation algorithms, A/B testing product pages, or fine-tuning newsletter headlines. Good news brick-and-mortar: the data is coming your way. All thanks to beacons.