7 ways brands can use beacon tech to make it big in 2016

7 Ways Brands can use Beacon Tech to Make it Big in 2016Perry NunesMarketing AssociateMobStac

Beaconstac Webinar

January 2016Neha Mallik Senior MarketerMobStac

• Low-cost, low-power transmitters equipped with Bluetooth Low Energy or BLE (also called Bluetooth 4.0 or Bluetooth Smart)

• Helps mobile devices detect proximity and determine micro-location

What are beacons?

Beacons don’t transmit content; they transmit a series of numbers

• The transmitted signal allows another device to identify it and determine the device’s proximity to the beacon

How beacons work

• Why beacons are huge right NOW

• Busting some common myths around beacons

• How brands can make the most of beacons in 2016

• Best iBeacon campaigns of 2015

• Dos and Don’ts for iBeacon Campaigns

Today’s Webinar

(1) 85% of Top 100 retailers are planning to invest in beacons in 2016

Why Beacons are huge right NOW

(2) Beacons will drive $44 Billion in retail sales this year, up from $4 billion in 2015


(3) Beacons have lead to an 8% increase in store visits at offline stores, via retargeting


(4) 89% of consumers are willing to share their personal information in exchange for more targeted content


http://www.beaconstac.com/ebook/eddystone-101?utm_source=beacon2016webinar&utm_campaign=product&utm_medium=slideshare

Myth 1: All content lives in the beacon

Busting some common myths around beacons

• Beacons can only broadcast identifiers (UUID+ Major Number + Minor Number) that can be received by smartphones


• Smartphones then detect the beacon’s serial number and trigger a set of actions based on the corresponding installed app

Myth 1: All content lives in the beacon

• Beacons cannot track consumers without taking permission to access location services on their phone


Myth 2: Beacons can collect information without the user’s consent

• Beacon range is dependent on the battery that powers them • Typical range of beacons that run on AA batteries – 50 to 120 ft• Range of smartphones or tablets when made to act as beacons – 150

to 200 ft


Myth 3: Beacons provide infinite range

• Beacon signal strength is roughly correlated with distance• However, beyond 10 to 20 ft, this correlation breaks down as signal

strength drops off exponentially


Myth 4: Beacons can pinpoint location data with precise accuracy

• 1.6 Billion coupons are set to be delivered annually to customers via iBeacon technology by 2020

• With every other beacon message, marketers risk a 313% drop in app usage

How Brands can Make the Most of Beacons

1. Find the perfect balance between push and pull with coupons

• Chow Tai Fook deployed beacons across 237 stores to push coupons via WeChat app

• Saw a redemption rate of 59% with an avg. ‘shake’ per person of 4.76


1. Find the perfect balance between push and pull with coupons

• Year 2016 will see 210% growth in total value of mobile payments up to $27.05 Billion from $8.71 Billion in 2015


2. Provide for faster checkouts with beacons

• Danske Bank partnered with GoAppified and Netclearance Systems to integrate beacons with their MobilePay app

• Enabled proximity payments for more than 3 million users in Denmark


2. Provide for faster checkouts with beacons

• 61% of brands reported that repeat customers drive more than half their revenue, rather than new ones

• Wisely, an app that links a restaurant’s staff to its guests via beacons


3. Provide for seamless customer loyalty using beacons

• App alerts staff about a guest’s arrival and also informs them about his/her dining preferences, visit history etc.



• Customers can earn loyalty levels like silver, gold & platinum to claim unique rewards like flash deals, 1 on 1 tasting sessions etc.



• Retail adoption of gamification strategy is expected to rise up by 181% in the next 5 years


4. Gamify to drive brand awareness and enhance customer engagement

• New York bars used beacons to gamify pub crawl via the Beacon Crawl app

• Users were rewarded for ordering food, sharing content on social media etc.


4. Gamify to drive brand awareness and enhance customer engagement

• Utilize the obvious synergy between dating apps and nightlife venues

• Blinq alerts users in real-time, if singles that fit their criteria are in the same location, via the InstaConnect feature


5. Connect users passively at the right time and right place via beacons

• The HotSpot feature lists out the bars and clubs that are trending based on distance to the venues, activity at the venue etc.


5. Connect users passively at the right time and right place via beacons

• Gain solid understanding of the metrics involved in data-driven decision making

• Sail Amsterdam 2015 used beacons to gain insights on visitor distribution, popular routes etc.


6. Leverage analytics to understand the needs and interests of your customers

• Helped them understand their visitors and make improvements to offer a better experience


6. Leverage analytics to understand the needs and interests of your customers

• Allows brands to match their target audience with the right message at the right place at the right time

• Diageo partnered with London pubs to run a OOH Pimm’s campaign at transport hubs


7. Integrate with digital signage for impactful brand advertising

• Leveraged beacon network at pubs to measure the rush and coupled it with weather information to direct people to nearby spaces for a drink


7. Integrate with digital signage for impactful brand advertising

• Fans who shared the beacon content on their WeChat/Weibo profiles were entered into a prize draw

• Generated a huge social buzz and drove viewership of content over 8M

Best iBeacon Campaigns of 2015

1. Real Madrid used beacons to target fans on social media during China Tour

• During 9/11 show at Wrigley Field, Zac Brown Band used beacons to ask fans to support Warriors to Summits via the ZBB Live App

Best iBeacon Campaigns of 2015

2. Zac Brown Band used beacons to engage concert goers with contextual content

• Run a beacon pilot before going live

• Seek consent before accessing user information

• Set a threshold time to for messages to be triggered via app

• Use beacons only to sell to customers

• Bombard customers with irrelevant offers

• Keep customer data in different silos

Dos and Don’ts for iBeacon Campaigns

Beaconstac Eddystone Platform

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• Integrated with Google Analytics

• Rules-based rotating URLs

• Custom Domain

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• Access to Beaconstac platform for 30 days

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7 ways brands can use beacon tech to make it big in 2016

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