Published on March 10, 2014
1 TRANSFORM IN THE SPOTLIGHT WEBINAR: BEACONS • Presenter: Joe Tarragano Retail Director, Transform • Presenter: Dave Wood Technology & Innovation Director, Transform Please Note: • You can submit any questions using the webinar panel on the RHS of your screen • Please answer the poll question if you can • This webinar is being recorded
2 TRANSFORM’s IN THE SPOTLIGHT SERIES • Keeping you current on multi-channel innovations in retail, financial services and beyond • De-mystifying the jargon, cutting through the hype • Real world examples and applications ALWAYS GROUNDED IN THE CUSTOMER EXPERIENCE
3 WHO ARE TRANSFORM? • 14 year old digital & multi- channel consultancy, working with clients to deliver customer- centred change for commercial benefit • Bringing together 100+ experts with cross-sector expertise • Strategy, design and delivery • Innovation, creativity and rigour • Part of The Engine Group
4 TODAY’S WEBINAR • What is this beacon technology? – But what about NFC? – Must it be beacons? • Why do I care? • Who’s really using it • Caution needed • So what?
5 ONE: WHAT IS THIS BEACON TECHNOLOGY?
6 WHAT IS A BEACON? • A beacon broadcasts a signal (not content) that bluetooth 4.0 devices (eg your phone) can receive • With 3 of them, the receiver can trilaterate its location and tell the beacon where it is • Beacons (3 for £100) are simple – The phone doesn’t have to “pair” or login But you must have an app that does something with the signal IMAGE: REIGN DESIGN
7 SO WHAT’S AN iBEACON? Airfy Hot Spots • Beacons are 8 years old • The “iBeacon” is a set of services enabling an iOS7 device to receive & act upon a beacon’s signal • Apple is not the only beacon manufacturer – But including support in iOS made headlines – Others include Estimote, Paypal, Samsung, Qualcomm, Glimworm – Now available in colours & branded – Apple has published its iBeacon spec for app developers
8 WHAT IS BLUETOOTH LOW-ENERGY? • Bluetooth low-energy (BLE) – Requires iOS7 and Android 4.3 – It’s not always on, though it’s a minimal drain on batteries • Unlike GPS, it works indoors and doesn’t require 3G or Wi-Fi – Though any delivery of content (i.e. the real value) does IMAGE: ARIEL ZAMBELICH/WIRED
9 HOW DOES IT RELATE TO NFC? IMAGE: PYRIM TECHNOLOGIES • “Near Field” in practice means around 4cm proximity • BLE receives while NFC transmits: the user and phone must be actively checking-in with BLE • iPhone does not support NFC • Beacons broadcast to many • Beacons need batteries (yearly) • NFC contact is user controlled • NFC at POS is now widespread
10 ARE BEACONS THE ONLY SOLUTION? • Tesco is using facial recognition – Others adjust for ethnic mix • Phillips has developed light based tracking • Disney’s MyMagic+ is RFID based • Wi-fi enables similar triangulation but requires logging in • CCTV enables it, but is not a messaging system IMAGE: ARIEL ZAMBELICH/WIRED
11 TWO: WHAT ARE THE RETAIL APPLICATIONS? • MARKETING • JOURNEY ANALYSIS • EXPERIENCE SUPPORT
12 MARKETING APPLICATIONS PUSHED OFFERS IMAGE: INSIDE MOBILE APPS PERSONALISED OFFERS FROM COLLEAGUES IMAGE: VSR
13 • Footfall tracking • Dwell type and colleague support for customers JOURNEY ANALYSIS
14 EXPERIENCE SUPPORT GUIDED SHOPPING, SHOPPING LIST REMINDERS AND STORE LAYOUTS IMAGE: UX MAG FRICTIONLESS PAYMENT IMAGE: PAYPAL
15 EXPERIENCE SUPPORT CLICK & COLLECT SUPPORT IMAGE: BSMINFO VIP’ING & CLIENTELING IMAGE: RETAIL WEEK
16 THREE: WHO’S ACTUALLY USING THEM?
17 BEACONS IN RETAIL Macy’s NY and SF stores
18 BEACONS IN RETAIL Image courtesy of @lynxman on flickr.com 254 Apple stores
19 BEACONS IN RETAIL Image courtesy of @Crishyson90 on flickr.com 100 Safeway stores
20 BEACONS IN RETAIL Image courtesy of @JeepersMedia on flickr.com 100 American Eagle stores
21 BEACONS IN RETAIL Alex and Ani claim 75% engagement with content
22 BEACONS IN RETAIL Image courtesy of @Moyan_Brenn on flickr.com A Parisian shopping mall
23 BEYOND RETAIL – BEACON EXAMPLES Image courtesy of @Fall-Line on Flickr.com
24 BEYOND RETAIL – BEACON EXAMPLES THE CES SCAVENGER HUNT IMAGE: ROGER CHENG/CNET EXACT EDITIONS IMAGE: THE LITERARY PLATFORM
25 BEYOND RETAIL – BEACON EXAMPLES PKPKT PICKPOCKETING GAME IMAGE: INSIDE MOBILE APPS TULPENLAND RICH MEDIA IMAGE: TULPENLAND
26 BEYOND RETAIL – BEACON EXAMPLES MAJOR LEAGUE BASEBALL IMAGE: ROGER CHENG/CNET THE RUBENS HOUSE EXPERIMENT IMAGE: ESTIMOTE
27 BEYOND RETAIL – BEACON EXAMPLES WESTPAC COUPONING IMAGE: RAWSTORY CRISPY BACON… IMAGE: BEEKN
28 FOUR: DON’T JUMP IN WITH BOTH FEET • People don’t have BLE turned on today • Only Android 4.3+ supports BLE • Frictionless payment is a long way off • Privacy issues need to be tackled • NFC is a distinct and powerful set of technologies • The implications for content strategy + maintenance are big IMAGE: UNURTH
29 FIVE: THE TRANSFORM VIEW Beacons (not iBeacons) will massively enrich the customer experience for organisations whose apps get downloaded Causing new analytical behaviours & skills to be developed and existing content capabilities to be overloaded while those aggressively push marketing will die and disruptive new innovations will spring up rapidly so organisations should test and learn
30 MORE IN THE SPOTLIGHT EVENTS COMING SOON • INNOVATION EVENT – London – Drinks and networking to follow GET IN TOUCH FOR MORE DETAILS VIA events@transformUK.com • WEBINAR: 3D PRINTING – Using GoToWebinar
31 QUESTIONS? Joe Tarragano Retail Director E: email@example.com M: 07876 882 544 Dave Wood Director, Development & Technology E: firstname.lastname@example.org M: 07739 088252
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