How a Swedish soup experiment points to a better use of iBeacons

A Swedish marketing experiment involving soup could show the optimal way to employ iBeacons: physical retargeting. Glimr, a mobile data management startup that frequently works with publishers, recently launched an iBeacon-based project involving soup for Sweden’s largest newspaper, Aftonbladet. “All the use cases we’ve seen so far [for iBeacons] use a push approach,” Glimr CEO and cofounder Robert Hedberg pointed out to VentureBeat.