A beacon communication system for improving the ability to trigger beacon receiver devices is disclosed. The beacon communication system (100; 100′; 100″) comprises a short-range wireless beacon transmitter device (110; A1; BTD) and a short-range wireless beacon receiver device (120; P1; MD1). The short-range wireless beacon transmitter device (110; A1; BTD) is configured to repeatedly transmit a short-range wireless beacon advertisement signal (112; BA) on a first beacon broadcast channel (114), the first beacon broadcast channel being defined by a predefined unique identity (PUID) included in the short-range wireless beacon advertisement signal, the predefined unique identity remaining fixed between subsequent transmissions of the short-range wireless beacon advertisement signal (112; BA). The short-range wireless beacon transmitter device (110; A1; BTD) is configured to temporarily transmit a short-range wireless beacon trigger signal (116; BT1; BT2) on an alternate beacon broadcast channel (118), the alternate beacon broadcast channel being defined by a dynamically allocated unique identity (DAUID1; DAUID2) included in the short-range wireless beacon trigger signal, the dynamically allocated unique identity being different from the predefined unique identity and being different between subsequent transmissions of the short-range wireless beacon trigger signal (116; BT1; BT2).