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A POV from the Mars Agency re: iBeacon and proximity marketing, and its impact on shopper marketing.
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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) [email protected]