Transform UK Beacons Webinar March 10th 2014

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Part of our In The Spotlight series, Transform's beacons webinar asks is the hype behind beacons justified and will iBeacon, PayPal and Estimote revolutionise retail and customer experience?

There's been plenty in the press lately about how beacons will revolutionise retail and the customer experience. Whether it's in-store or in-branch, iBeacon or Shopkick, provided by Apple, Estimote or PayPal; beacon technology is much hyped. This webinar will enable you to:

Better understand the jargon and the basics of beacon technology so you can engage knowledgeably on the subject
Hear how your competitors are already using them in retail, financial services and elsewhere, providing you with reference points for your own business
Define the relevance (or irrelevance) to your business from a marketing, CX and operational perspective, enabling quicker decisions when developing technology plans

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Transform UK Beacons Webinar March 10th 2014

  1. 1. 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. 2. 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. 3. 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. 4. 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. 5. 5 ONE: WHAT IS THIS BEACON TECHNOLOGY?
  6. 6. 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. 7. 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. 8. 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. 9. 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. 10. 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. 11. 11 TWO: WHAT ARE THE RETAIL APPLICATIONS? •  MARKETING •  JOURNEY ANALYSIS •  EXPERIENCE SUPPORT
  12. 12. 12 MARKETING APPLICATIONS PUSHED OFFERS IMAGE: INSIDE MOBILE APPS PERSONALISED OFFERS FROM COLLEAGUES IMAGE: VSR
  13. 13. 13 • Footfall tracking • Dwell type and colleague support for customers JOURNEY ANALYSIS
  14. 14. 14 EXPERIENCE SUPPORT GUIDED SHOPPING, SHOPPING LIST REMINDERS AND STORE LAYOUTS IMAGE: UX MAG FRICTIONLESS PAYMENT IMAGE: PAYPAL
  15. 15. 15 EXPERIENCE SUPPORT CLICK & COLLECT SUPPORT IMAGE: BSMINFO VIP’ING & CLIENTELING IMAGE: RETAIL WEEK
  16. 16. 16 THREE: WHO’S ACTUALLY USING THEM?
  17. 17. 17 BEACONS IN RETAIL Macy’s NY and SF stores
  18. 18. 18 BEACONS IN RETAIL Image courtesy of @lynxman on flickr.com 254 Apple stores
  19. 19. 19 BEACONS IN RETAIL Image courtesy of @Crishyson90 on flickr.com 100 Safeway stores
  20. 20. 20 BEACONS IN RETAIL Image courtesy of @JeepersMedia on flickr.com 100 American Eagle stores
  21. 21. 21 BEACONS IN RETAIL Alex and Ani claim 75% engagement with content
  22. 22. 22 BEACONS IN RETAIL Image courtesy of @Moyan_Brenn on flickr.com A Parisian shopping mall
  23. 23. 23 BEYOND RETAIL – BEACON EXAMPLES Image courtesy of @Fall-Line on Flickr.com
  24. 24. 24 BEYOND RETAIL – BEACON EXAMPLES THE CES SCAVENGER HUNT IMAGE: ROGER CHENG/CNET EXACT EDITIONS IMAGE: THE LITERARY PLATFORM
  25. 25. 25 BEYOND RETAIL – BEACON EXAMPLES PKPKT PICKPOCKETING GAME IMAGE: INSIDE MOBILE APPS TULPENLAND RICH MEDIA IMAGE: TULPENLAND
  26. 26. 26 BEYOND RETAIL – BEACON EXAMPLES MAJOR LEAGUE BASEBALL IMAGE: ROGER CHENG/CNET THE RUBENS HOUSE EXPERIMENT IMAGE: ESTIMOTE
  27. 27. 27 BEYOND RETAIL – BEACON EXAMPLES WESTPAC COUPONING IMAGE: RAWSTORY CRISPY BACON… IMAGE: BEEKN
  28. 28. 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. 29. 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. 30. 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. 31. 31 QUESTIONS? Joe Tarragano Retail Director E: joe.tarragano@transformuk.com M: 07876 882 544 Dave Wood Director, Development & Technology E: dave.wood@transformuk.com M: 07739 088252

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