The requests we were fielding was for better ability to find things in the store, floor maps for every store with wayfinding, and the ability to use the app to get more contextual info on demand.
For those not completely in the know on beacons: they are broadcast only and it is the apps running in the background on your phone that shuffle off the data on your phone. If you were running a device free of the offending apps, your privacy is fine on that front. The WiFi tracking is a different story though.