Mobile technology has developed tremendously in the past few months and the entire marketing dynamics has changed dramatically with Smartphones becoming an extension of our daily lives for most of us. This has left marketers and brand retailers with the task of coming up with some ‘awe inspiring’ marketing applications using the mobile technologies at their disposal to connect with the millions of Smartphones users. One of their latest among these technologies is Apple’s iBeacon protocol which has made headlines with big brands like Philips adopting it to create better customer engagement. The iBeacon although fresh in the mobile technology space is increasingly being looked upon as something to look out for in the mobile marketing realm especially among developers that are building early applications around it.
One of the key areas the iBeacon may be able to offer solutions to the challenge most brands & retailers have “How to convert footfall into sales or engagement?”
Every year around the globe large volumes of footfall go through shopping districts, malls, offline events and concerts to name a few locations. Marketers often worry about losing the opportunity to connect with and convert most of these visitors into actionable results. Using iBeacon technology combined with smart mobile experience delivery services like those we have been working on at Qliktag can equip marketers to capture that footfall through mobile activations in-store / on premise.
iBeacons transmit a low energy Bluetooth signal and can be programmed to sync with Bluetooth 4.0 enabled smartphones. When smartphone users come within a certain pre-defined range of an iBeacon placed in a store or location which receives footfall, the iBeacon sends a push notification to the user which can prompt the user to either open a product specific page, download an app, follow an instruction, receive a coupon or a number of other actions which drive a user to “interact” rather than just walk past.
Here are a few case examples how businesses can leverage this technology:
A retail book shop can improve sales just by piloting stores with iBeacon installations. The iBeacons placed in different sections of the store can relay interesting new releases, recommended reads, offers/coupons to the users smartphone devices.
This can be quite an engaging experience for book lovers as it delivers different recommendations and messages based on what section of the store they are browsing in or what shelf they are in front of. It can also be used to triggers social sharing applications, recommend books to friends and also submit requests to the store for books they may want to purchase but don’t have in stock.
Multiplex Cinemas / Movie Theaters:
iBeacon technology can be creatively used within movie theatres and cinemas to enhance the movie going experience for customers as well as drive promotions for the movies and revenues too.
iBeacons placed in the areas outside the movie hall can relay information on the movie currently playing, deliver interactive contests, gather feedback from the user or even be used to promote movie goes sharing their thoughts on the movie with friends via social media to create more word of mouth.
Concerts / Exhibitions / Events
iBeacon technology could make its way into the events industry and has numerous applications within this space. At a multi stage concert, it can be used to relay events happening at a particular stage, line up, location and more.