On Wednesday, July 17th, 2014 Retail Online Integration presented a one-day virtual event for cross-channel retailer - the Retail Marketing Virtual Conference & Expo (RMV). These slides are from the session "Beacons and the Future of Mobile Shopping" featuring Maya Mikhailov, EVP and Co-Founder of GPShopper, and Ryan Bonifacino, VP of Digital Strategy at Alex and Ani. Many retailers today are experimenting with in-store beacons — i.e., Bluetooth-enabled devices that communicate with shoppers’ smartphones by sending them relevant ads, coupons, product information and more — to bridge the digital and physical shopping worlds. Consumers who opt in to receive such messaging can get great deals and valuable information, while retailers collect all-important customer data. Want to know more about beacon technology, including how it works and how it’s changing the future of mobile shopping? Then listen in to this lively panel discussion featuring retail executives who have implemented beacon programs in their stores. Attendees to this session will learn the following: * what beacon technology is and how it works * how to use beacon technology to improve consumers’ in-store shopping experiences * lessons from retail brands that are currently using the technology * what’s next for beacon technology * so much more!

1. Beacons and the Future of Mobile Shopping
Retail Marketing Virtual Conference & Expo
Live Session
July 17, 2014

2. Session Moderator:
Melissa Campanelli
Editor in Chief
Retail Online Integration
Maya Mikhailov
Executive Vice President/Co-Founder
GPShopper
Today’s Speakers
Ryan Bonifacino
VP, Digital Strategy
Alex and Ani

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4. Maya Mikhailov
Executive Vice President/Co-Founder
GPShopper
Please Welcome

5. TitleMaya Mikhailov, Cofounder GPShopper, Adjunct Professor NYU
A PRIMER ON BEACONS
Using Beacons to Create Compelling Marketing Experiences

6. About GPShopper
+ Who we are and what we do
Connecting
with mobile
consumers to
revolutionize
retail.
$400M
transactions
Cloud Based,
enterprise-
class mobile
platform
• GPShopper is an integrated mobile
platform enabling retailers & brands to
launch large scale mobile solutions
driving loyalty, commerce and
engagement.
• Providing an SDK enabling agencies,
partners and clients to deploy branded
native app solutions.
• Launched an end-to-end beacon solution
in 2013 integrating CMS, Reporting and
Management to beacon deployment.
Chicago New York Seattle
@gpshopper
@gpshopper

7. WHAT ARE BEACONS?

8. Bluetooth 4.0 –
Bluetooth Low Energy
Energy (BLE)
iOS & Android Compatible

9. WHAT IS AN APPLE
iBEACON™?

10. + Who we are and what we do
It’s not hardware…
it’s a protocol

11. HOW DOES BLE COMPARE TO
OTHER LOCATION
TECHNOLOGY?

12. • BLE Beacons have explicit opt-in
• BLE are low energy consumption on the
device
• Cost of WiFi implementation is much
higher
• BLE has more device/hardware
support
• BLE Beacons can be configured
• Cost of NFC hardware set-up is much
higher
VS
WIFI
aka Never F*ing Coming
NFC
BLE vs. Other Location Tech

13. WHY ARE MARKETERS LOSING
THEIR MINDS OVER BEACONS?

14. About GPShopper
+ Who we are and what we do

15. Harness the
power of the
distracted
consumer

16. About GPShopper
+ Who we are and what we do
Bridge the
in-store and
digital
experience

17. About GPShopper
+ Who we are and what we do
Online data
now available
for real-world
actions
(aka Big Data)

18. WHAT ARE 3 MAIN CONCERNS
ABOUT BEACONS?

19. PRIVACY SECURITY MANAGEMENT
• What are beacons
broadcasting?
• What are beacons reading?
• What if someone learned
the beacon ID?
• Is this an opt-in experience?
• What about MAC Address
sniffing? Is this PII?
• What info is being collected?
• How do you manage 10, 100,
1000, 10000 beacons?
• What about campaign
management across locations?

20. WHAT CAN BEACONS BE USED
FOR?

21. Fashion Retail CPG / Grocery with Loyalty
Offer in-aisle promotions,
recipes and more
Personalize offers based on
purchase history or status
Give shoppers exclusive content
based on product mix
Beacon Use Case Examples
Or, can be used just as in-store reporting tools

22. WHAT DO YOU NEED TO GET
STARTED?

23.  You need an app for that
 Use cases that make sense - provide utility and value
 Management plan – one beacon is easy…
1,000 not so much
 End-User friendly privacy and opt-out policies
Getting Started

24. Please Welcome
Ryan Bonifacino
VP, Digital Strategy
Alex and Ani

25. Alex and Ani
• Alex and Ani (Ani pronounced – “AH-KNEE”) is
a positive energy, lifestyle brand that creates and
sells products made in America from eco-
conscious, recycled materials designed by
Carolyn Rafaelian.
• Alex and Ani embraces a unique business model
that incorporates corporate consciousness in all
directives. The wellbeing of the environment, the
health of local and national economies, and the
empowerment of customers are taken into
account with every decision made.
• The fastest growing lifestyle brand in the world,
with sales per square foot, in its top locations,
rivaling those of Apple.
• One of the top 100 recognized job producers in
the United States (growing from 23 employees in
2009 to over 1,000 employees currently in 2014).
• Revenue growth of 11,400% - $2 million to $230
million (as of 2013)

26. How does Alex and Ani use beacons?

30. What are some best practices retailers
should follow around using beacons?

31. If you haven’t done so already,
please take this time to submit
questions to our speakers using
the “Question” box on your
console.
Question & Answer Session

32. Thank You
Thank you for taking the time to attend this session
today!
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the other great sessions
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