bima breakfast briefing | introduction to beacons: technology and use cases for retail | alex...
TRANSCRIPT
Alex Sbardella Product Strategy Director Red Ant www.redant.com/retailos
Intro to Beacons: Technology and Use Cases for Retail
Hardware
§ Approx. £15 each, last for two years on a coin battery
§ Several different manufacturers – most are rebadging the same chips
§ Most are standards compliant and interoperable
§ Management platforms aren’t needed but do offer a little more flexibility (or restriction!)
§ Devices can be beacons too
Software Requirements
§ Native apps only § Must be installed
§ Must have Bluetooth on
§ Must have location allowed
§ SDKs for existing apps
Restrictions
§ Reliability is not perfect (iOS 8 helps a lot)
§ Few developers have actually implemented
§ Users aren’t used to them
§ Bluetooth has negative connotations
Location – Accurate, helpful, timely
§ Track to inches (within reason) § Directions to Stores, Aisles, Products § Help employees find customers § Show content + products automatically § Work out when customers are near displays § Detect dawdlers § Works best with GPS
Identification – Go multichannel
§ Know who a shopper is and what store they’re in § Show online info: products, customers, news… § Get wishlist + personal recommendations § Stock + Event alerts from outside the store § Auto Click and Collect § Personalised messaging § Live deals § Analytics
Payments + Sharing
§ Linked to online profile means linked to saved cards
§ PayPal Beacons / Apple Pay – Pay by Presence
§ Secure sharing between Staff, Store and Customer Devices
§ Automatic Check-Ins § Loyalty & Rewards
Think Bigger Than Push Notifications
§ Be honest – does this add value for the customer or the marketing department?
§ GPS probably works better for them
§ Lack of innovation
Selected Case Studies
§ Apple – https://www.exhilent.com/blog/case-study-apple-retail-store-ibeacons-
point-sale
§ Antwerp Gallery – http://www.prophets.be/work/#/ibeacon/
§ MLB – http://www.qualcomm.com/media/releases/2014/03/06/qualcomm-
provide-ibeacon-hardware-work-mlbcom-ballpark-app
§ Easyjet – http://www.mobilemarketer.com/cms/news/content/18174.html
Technology for Smarter Retailers
RetailOS is an in-‐store mobile pla4orm that helps employees sell smarter, communicate be8er, and manage more efficiently.
• Service Plus: Clienteling & Customer Loyalty
• Store Front: In-‐Store eCommerce
• Sell Smart: CogniCve CompuCng for Retail
• App Commerce: Truly mulCchannel mCommerce
RetailOS
[email protected] www.redant.com/retailos