beacons - opportunities for marketers by raj nijjer

Beacons  –  Opportuni0es  for  Marketers

Store  Visits  -­‐>  the  New  KPI  

The  Market?

 $-­‐        

 $1,000.00    

 $2,000.00    

 $3,000.00    

 $4,000.00    

 $5,000.00    

 $6,000.00    

2008   2009   2010   2011   2012   2013   2014   2015   2016   2017   2018   2019  

Proximity  Marke8ng  

Loca0on  Marke0ng  Tops  $5  Billion

Beacons  -­‐  Clear  Leader  in  Proximity

Adop0on  -­‐  Beyond  Retail

Beacons  –  Current  Applica0ons  

Examples

Retail  –  Pharmacy

2/29/16   9  

“Shoppers  browsing  the  pharmacy  can  interact  with  Beacons  using  their  iPhone  or  Android  smartphones  and  instantly  receive  real-­‐Ime  offers  and  coupons  on  nearby  products  via  the  retailer's  app.    They  can  then  immediately  redeem  their  special  offers  at  the  cashier,  thus  eliminaIng  the  need  for  clipping  coupons,  online  research  or  showrooming,  while  saving  Ime  and  enjoying  a  superior  shopping  experience.”    

Retail  –  Game  Store

10  

The  problem  of  “showrooming”  exists  for  numerous  offline  retail  categories.    “We’ve  got  an  app  on  the  app  store  and  when  [consumers]  open  up  that  app  they  can  use  it  to  browse  the  deals  on  the  shelves  via  the  beacons.  They  can  watch  trailers,  look  at  [game]  raIngs  and  reviews  while  they’re  in  store.”    “We’re  going  to  augment  their  ability  to  research  in  the  store  and  do  that  in  ways  that  we  as  a  company  don’t  offer  anywhere  but  in  that  store  right  now.  “  

Retail  -­‐  County  Market  Grocery  Stores

11  

“I love the grocery list and the aisle location feature because it helps me find what is on my grocery list quickly.”  “I love the app for County Market. I’ve used it to shop and to make a list for groceries. 10 stars out of 10!”  “Love the app’s shopping list, coupons and special offers! It is so convenient.”  “Makes me enjoy shopping more!”  

Event  Marke0ng

Beacons  at  the  9/11  concert  will  allow  fans  who  open  the  band’s  mobile  app  at  the  show  to  pledge  support  to  Warrior’s  To  Summits.    “If  you  have  Zac  Brown’s  app,  or  one  of  the  apps  in  vendor  network,  at  the  show,  you’ll  get  a  push  noIficaIon  asking  for  your  support  of  Warrior  Strong”  

Professional  Sports/Venues

Those  who  download  the  Road  To  50  app  will  be  noIfied  of  events  and  points  of  interest  for  football  fans.  Users  will  be  able  to  use  a  Foursquare-­‐like  check-­‐in  funcIon  at  locaIons.      To  encourage  people  to  share  their  check-­‐ins,  there’s  the  chance  of  winning  place-­‐based  prizes  through  the  app.  

Beacon  Challenges

•  Hardware  infrastructure   •  User  must  have  app  on  phone

Xone uses an an App Network (currently 50M MAUs in the US) to overcome app-install requirement

Build audience of local visitors, gain insights on their demographics and interests and retarget them after they’ve left.

Audience

Measure impact of media buys and events against local business visits

•  Track your company KPIs via ad clicks, likes & shares, and CTA clicks

•  Run reports on repeat visits over time/location/audience segment

•  Beacons capture all repeat visitors/visits

Attribution

Improve the location accuracy and engagement in your own app.

Presence

•  Distribute coupons with push notifications

•  Provide a store map with information about new products & services

•  Promote new items or events

Third party app network enables delivery of contextual in-app experience at business locations.

In-Store Experience

Measure foot traffic trends in business locations over time. Analytics

87%

7% 3% 1% 2%

Repeat Visitors

1 Visit 2 Visits 3 Visits 4 Visits 5+ Visits

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Daily Visitor Trends

*Sample Reports*

Case  Study:  TaPoo  Removal  

Head-to-Head Against Existing Social Campaign

Cost Reach Clicks CPC

Control $50.00 10,784 55 $0.91

Xone $15.77 247 31 $0.55

Half as many clicks on just 4% of the audience for 40% of the cost.

Broad Range of Use Cases •  Increase online registrations for Loyalty and Reward Programs •  Promote branded app with app download campaign on Facebook,

Instagram •  Introduce new products/services to frequent visitors via Facebook &

Instagram ads •  Measure impact of location openings and other events against local

business visits •  Send special coupons to reactivate dormant customers who have not

visited in the last month •  Build look-alike models on top of local business foot traffic

THANK  YOU!    SEE  YOU  AT  THE  NEXT  #SMX!  

Xone  

User  and  store  friendly  mobile  audience  plaborm