This presentation discusses the benefits of using iBeacon technology and Proximity Marketing solutions in the retail sector. Retail Proximity Marketing is all about building powerful Customer Relationships through digital signage, mobile devices and location-based technologies, through which you can link any action to the behaviour of your customer. 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. http://www.heartnewmedia.com/blog/entry/mobilize-your-retail-customer-experience-with-proximity-marketing

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Mobilize Your Retail Customer Experience
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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.

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Link Any Action to the Behaviour of your Customer
The 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.

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• 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.

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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

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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

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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.

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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.

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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

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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.

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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 given
Customer. And because that technical identifier is associated only with the customer’s handheld
device – 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 greater
accuracy as established by clear customer interests, preferences and visitation patterns.

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