Mall owner and manager Simon is expanding its use of technology iBeacon Bluetooth compatible shopping destinations to create more than 200 in the United States and help retailers brick and mortar shopping experience evolve.
Deployment of Mobi-Beacon Simon mobiquity, network already in place in 75 of its shopping destinations first class offers a unique opportunity to opt-in for customers to engage with retailers, brands and applications centers commercial for the timely and contextually relevant personalized news, information and offers real experiences -Time. Operation of retailers mobiquity network locations Simon malls are able to reach many buyers each week on their mobile phones.
“Beacons are unique in their ability to provide real-time location data hyper-accurate indoor applications,” said James Meckley, director of marketing with mobiquity Networks. “Given that the technology was only introduced in mid-2013, I think the level of interest shown by the retail industry is remarkable.”
“Because of that campaigns using beacons actually require a triple-opt-in, it is essential that advertisers are the customer experience at the forefront of any engagement. Y Selling brand applications that do not provide valuable experiences to their users quickly find the services disabled.
The competitive advantage
With aerodynamic applications, websites and highly intuitive features same day shipping on widely available, retailers are struggling to increase foot traffic in the store. Smarter store that could replicate e-commerce experiences in a physical environment, it is now possible through beacons.
Beacons have potential in loyalty programs, payment, point of sale and help a retailer to do battle with both offline and online competitors.
Last October, Bloomingdale campaigned in two malls Simon with the aim of creating awareness for your Loyallist rewards program that allows shoppers to earn points for every dollar spent. Consumers were offered a high-definition video that explains the program and how to participate Loyallist over a four week period during which 74 470 were carried devices to download content, 7.2 percent have opted in and, of those, 75 percent committed to the content.
Browse hallway store with the help of an application accompaniment is a reality for American Eagle Outfitters, Staples, and Nordstrom, are using mobile devices as an intermediary to communicate offers and analyze patterns of digital purchase.
“Importantly, beacons and mobile apps go hand in hand,” said Mr. Meckley. “Applications ‘search’ for known beacons, and buoys, in turn allows applications to determine very accurately some key parameters: where they are, what is around them and what action should be initiated by each application taking into account the real-time. ”
“The more we understand about an application environment real-time user, the more likely the application will be able to offer an experience that is relevant and valuable.”
Some stores are already installing kiosks and screens mirrors that double as a response, as seen in Burberry. The use of technology Kinect type motion detection and 3-D photography, buyers may one day be able to stand in front of a mirror and try things smart about using an application of digital locker. Screens can detect intelligent metrics on browsing habits and purchase patterns to provide personalized recommendations and evaluate product designs.
Mobiquity program expansion through a wider range of Simon malls are expected to Premium Outlet centers and Mills to be completed by the spring of 2015.
actually replicate
Companion apps for tracking lighthouse attached to are also being used by retailers to increase sales and cross-selling items, and personalize the shopping experience. Macy empowers the client with the Shopkick application ShopBeacon driven service. Customers browse a store with your phone, and the app offers deals via notifications depending on the location. Notifications are customized according to specific departments and sections of the store. Similar services are being implemented in Safeway and Giant Eagle supermarkets nationwide.
But there is a counter narrative that suggests that consumers are going to be afraid of the seemingly omniscient presence of beacons as they shop, increasing security and privacy concerns that can hurt adoption.
Most people feel less comfortable with their movements outside line is tracking their online movements, according to a recent Pew report, indicating that while many smart phone users want to use your phone to navigate, most do not want navigation capabilities of your phone so that I was used to target them.
To provide value to both the merchant and the consumer, companies need to design a winning experience.
Once a brand understands how to strategically use technology without disturbing lighthouse buyers, retailers can create physical experiences are so compelling and immersive that the very idea of heading to a retail store is a looked forward to event.
“The reason we have not seen larger campaigns can probably be attributed to the relative complexity of the implementation of the campaign,” said Mr. Meckley.
“Remember that a lighthouse driven campaign requires an ecosystem consisting of a network beacon physically installed, one or more mobile applications programmed via API or SDK to ‘listen’ to the beacons, and finally, the content and the platform content management to determine the appropriate expertise to provide to the user. ”
“However, once the advertising ecosystem is in place, unprecedented opportunities for retailers and brands to engage their customers with contextually relevant experiences, information and deals on their mobile devices are open,” he said.
Source: Simon expands iBeacon program to outfit more smart malls
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