Transforming In-Store Marketing with iBeacon

TRANSFORMING IN-STORE MARKETING WITH iBEACON

OBJECTIVES

• Provide a high-level education about iBeacon and

other Proximity Marketing technologies that are

changing the face of shopper engagement in-store.

• Share in-market case studies that demonstrate how

iBeacon works and how other brands and retailers

are leveraging it.

• Inspire the Mars teams to further explore

test & learn opportunities.

AGENDA

• What is it?

• How does it work?

• Why is it relevant?

• How are marketers leveraging it today?

• Alternate Proximity Marketing technologies

• Additional thoughts

• Discussion

WHAT IS IT?

• Beacon is one of a handful of “proximity marketing”

technologies – including Near Field Communication

(NFC), RFID, GPS, indoor mapping, etc. – that enables

brands & retailers to deliver targeted messaging, content

and offers to shoppers’ mobile devices based on their

precise geographic location.

• iBeacon is Apple’s proprietary proximity marketing

platform. Using Bluetooth Low Energy (BLE), iBeacon

sends push notifications to apps on shoppers’ iPhones

as they pass by sensors placed throughout a store – in

aisles, on end caps, etc.

HOW DOES IT

WORK?

Source: “A Retailer’s Guide to iBeacon Marketing,” Retail TouchPoints, April 2014

1. Beacons are placed in key

locations on premise

3. Shopper walks within beacon

transmission radius

4. Beacon delivers a message to

the shopper’s mobile device

2. Shopper has beacon-compatible

app installed on phone

WHY IS IT

RELEVANT?

1. SHOPPER DEMAND

Shoppers are willing to engage in exchange for “value.”

2. UNRIVALED PRECISION

For the first time ever, brands and retailers can deliver targeted, personalized

digital content to shoppers based on their precise location in the store.

HOW ARE

MARKETERS

LEVERAGING IT

TODAY?

3 GTM MODELS

• Retailer

• Brand

• 3rd Party

RETAILER

Retailer adoption is low, but growing fast.

RETAILER –WALGREENS

BRAND –COCA COLA

Coke piloted iBeacon at experiential marketing events during the 2014 World Cup in Brazil.

3RD PARTY –HILLSHIRE

3RD PARTY –SHELFBUCKS

Shelfbucks, a startup based in Austin, TX, offers an end-to-end proximity marketing solution

(hardware, software & content management) and recently partnered with Menasha to install

beacons on free-standing displays in retailer stores.

ALTERNATE

PROXIMITY

MARKETING

TECHNOLOGIES

Near the storeGeo-Fencing

In the storeDevice-Level GPS Targeting

In the aisleiBeacon

NFC

Indoor Mapping

PROXIMITY MARKETING LANDSCAPE

CHIEF COMPETITION –NFC

BEACON V. NFC

iBeacon NFC

Phone

Compatibility

All Androids

and iPhones

Android and

iPhone 6

(only)

Push v. Pull Push Pull

Requires

App?

Yes No

Requires

Hardware at

Retail?

Yes Yes

ADDITIONAL

THOUGHTS

• Loyalty card integration for hyper-personalization –

right person, right place, right message.

• In-store measurement – navigation patterns, dwell

times, etc.

• Early days – brands and retailers need to find the

right balance between adding value and annoying

(message frequency, etc.).

THANK YOUEthan GoodmanVice President, Digital & Innovation(248) 936-2670goodmane@themarsagency.com