Arts Centre Melbourne is rethinking its approach to using Bluetooth beacons after a disappointing pilot that used the technology to send out food and beverage offers to visitors during October’s Melbourne Festival. “I’m not exactly sure our audience respond to a retail approach in a cultural arena,” the centre’s Kristen Eckhardt told CMO. “There’s a bit of a disconnect perhaps; prompting an unplanned visit to a cultural institution through this technology might be too big a leap for this particular audience.”

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