Retail beacons have gotten lots of attention and excitement over the past 24 months — most of it pre-mature. But it’s a technology that is starting to gain realistic adoption, and holds lots of promise for the perennial local challenge of offline attribution (cue: John Wannamaker quote).

As part of that acceleration, local industry veteran Yext has pushed the ball forward with the September launch of its Xone platform. As we examined at the time of the launch, the platform helps brands and retailers drive and track customer behavior across the online/offline divide.

To unpack that further, we held a recent webinar with Yext. The goal was to dive into some concrete and actionable rhetoric about the beacon opportunity, how to avoid common pitfalls and how to actually get started.

The full webinar is embedded below. Stay tuned for much more on this topic.