Mobilize your Retail Customer Experience with iBeacons and Proximity Marketing

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Heart New Media 65b High Street, Maldon, Essex, CM9 5EP, 01621 854 554

[email protected] | www.heartnewmedia.com

CONNECT | ENGAGE | CAPTIVATEMobilize Your Retail Customer Experience

Proximity marketing made easy

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Retail Proximity Marketing is all about building Powerful Customer Relationships through digital signage, mobile and

location-based technologies.


Link Any Action to the Behaviour of your CustomerThe way to configure your campaign is simple:

You decide what triggers the action and what should happen at that moment.In-store conversions have never been so easy.



• Effective for customer acquisition, retention and loyalty• It’s targeted and measurable• It offers customer privacy – yet allows personalised

messaging• It’s changing marketing as we know it. Unlike traditional

advertising, proximity marketing is done in real-time; marketers can manage and measure their campaigns immediately.

• It gives a great experience that connects at a personal level with your customer; engages and captivates them.

• Entry costs are minimal. All you need are iBeacons (small inexpensive transmitters to communicate with smartphones), CMS for your marketing campaigns to push content to customer smartphones and an app (installed on customer smartphones – but doesn’t even have to be switched on for it to work!)

Using Proximity Marketing allows retailers to give customers faster, more accurate access to the information, offers, promotions and marketing messages they want. The key to success with proximity marketing is making the engagement relevant to the context the customer is in – their location.


What Can You Use Proximity Marketing For?• Send content such as messages, offers, coupons, product

information, webpages, images, video or links to your customers mobile when they enter a mall or store and trigger a beacon

• Send content to your customers mobile when they enter a zone area (i.e. shoes area or shirts area)

• Collect analytics on visitation, shopping preferences, customer journeys and time-spent in various zones and the mall or store

• Customer can activate triggers at various service and retail points to get relevant content at the point they need it – for example, product information on a particular product

• Send a special offer to customers based on the length of time they have spent in a zone, for example if a customer has been in the shoes zone for 20 minutes, provide them with an additional discount to help secure the sale

• Send follow-up content on a timed-basis, for example 24 hours after the customers visit, send a message offering an incentive to come back soon

• Paypal are currently rolling out cash-less payment via iBeacons which will become mainstream soon

• Sync with back-end CRM systems for full 360 degree analytics


Some Examples for the Retail Sector

Also critically important to proximity marketing is the fact that it gives retailers a chance to learn more about how and when customers visit, which areas of the mall or store they visit, their shopping preferences and how long they stay in each zone.

FOOTFALL & CUSTOMER BEHAVIOUR ANALYSIS


Some Examples for the Retail Sector• Way finding in shopping malls: iBeacons

provide users with their exact location on our interactive map solution and can route them to any retailer with best in class user experience your patrons want

• Nearby Promotions: Your shoppers love a great deal! iBeacon on Mall Maverick allow your patrons to access promotions like never before. By sorting promotions based on proximity to a users location our platform can now notify your users when they are walking by a store promotion and prompt them to come inside.


Some Examples for the Retail Sector• Geo Targeted Campaigns: Take promotions to

the next level by offering specific coupons or contest entries for users who are within a specific location in the center. Whether it’s a retailer promotion or a center promotion you can engage your users within specific areas or retailers within your center.

• Welcome Messages: We know from experience that your patrons are passionate about your center’s native mobile app. By placing iBeacons at each of your center’s entrances you can send them a “Welcome!” message right to their device and promote specific content like promotions, contests, or loyalty programs.


Some Examples for the Retail Sector

• Sally enters the mall or store which triggers a personal message to be sent to her providing him with special offers and promotions of the day.

• 24 hours after Sally’s visit, she receives a message thanking her for her visit and offering her an incentive if she visits again within the next 7 days


Use Cases for the Retail Sector

• Sally has been in the shoes zone for 20 minutes and a timed-trigger sends her a message offering her a 10% discount if she decides to purchase.

• Shopping centres with their own app can use beacons to flag incentives and offers from their tenants. One scenario could be cafes pinging out a messages to users who have been in the centre for over 90 minutes to come and take a break.

• A department store could dot beacons around the building to take visitors on purchasing journeys. So a beacon placed next to a particular brand of women’s shoe could alert the customer to a matching accessory or handbag in an adjacent department.



What is Proximity Marketing?Proximity-based means that consumers will be engaged through their mobile devices within a defined range of a small inexpensive beacon. The range of each beacon can be set to Near, Far and Immediate to provide different actions which allow zones to be setup within larger spaces such as shopping malls and larger stores.

For example, beacons can be setup at the entrance to engage customers as they enter (or exit) the mall or store. Further beacons can be setup in the various mall or retail areas the Bars and Restaurant. This allows retailers and mall owners to engage with customers depending upon their shopping and visitation behaviours.

Because customers’ mobile phones are tracked by a unique technical identifier, retailers with a proximity marketing solution can utilize it to automatically create a digital profile of any givenCustomer. And because that technical identifier is associated only with the customer’s handhelddevice – and conveys no personal information - user privacy is absolutely assured.

This profile is then continually informed and updated by customer activity that builds a large pool of data and intelligence in order to order to market products and services with much greateraccuracy as established by clear customer interests, preferences and visitation patterns.


Technology

Mobilize your Retail Customer Experience with iBeacons and Proximity Marketing