Downloaded 64 times
Uploaded byLukasz Felsztukier
How beacons support omnichannel. Present and Future.
Beacons can help support omnichannel experiences by connecting online and offline data. They allow retailers to provide a unified brand presence across channels like websites, mobile apps, and physical stores. Beacons transmit signals that can be detected by smartphones to track customers' locations within stores and enable experiences like navigation, analytics, and personalized communications. While beacons face challenges like app integration and privacy concerns, their low cost and support across mobile platforms make them a promising technology for improving customer journeys across online and offline retail channels.
More Related Content
Similar to How beacons support omnichannel. Present and Future.
How beacons support omnichannel. Present and Future.
- 1.
- 2.
- 3. Simple purchase process: Simpledecision path Only one purchase channel available: single channel, no device
- 4.
- 5. Older, easier pathgets more & more complicated…
- 6. Our brain duringshopping: Dreaming -> exploring -> locating
- 7.
- 8.
- 9.
- 10. Todays’ journey looksmore like a labirynth. Not many have found their way as of now.
- 11.
- 12. Customers tend todrift towards channels with better shopping experience. We value: • fast way of retreiving data • easy product comparison • convenient search features
- 13. Mobile technologies havepermanently changed our habits
- 14. How mobile arepoles?
- 15. Polish preferred shoppingdevices
- 16. Men vs. Women- influence of sex on what we look for
- 17. From impulse toinformed decisions - the way we change with time
- 18.
- 19. The outcome: unifiedformula for arranging processes and channels
- 20.
- 21. Omnichannel is notrocket science
- 22. Omnichannel from customers’point of view. Channels. Please offer us a unified brand presence in each of these channels: • WWW • Mobile Web • Mobile App • Direct points of sale • Contact Center?
- 23. Basic processes: • Productpurchase • Convenient pickup / Click&Collect • Claims/Return/Product exchange - from online to offline • Same prices • Same promotions • Same functionality for logged users Omnichannel from customers’ point of view. Proces.
- 24. Big unification ofeach of the activities: • Processes • Communication • Planning • Pricing Strategies • Data gathering and creating unified customer profiles Omnichannel requires new kind of organizations and new ways of thinking. Challenge no. 1: Different channels need to stop competing - AND START TO COOPERATE! Omnichannel from organizations’ point of view.
- 25. Dla organizacji, omnichannelto czas na „porządki po zimie” Wielka unifikacja dla wszystkich kanałów: • Procesów • Komunikacj • Planowania Omnichannel lets us evaluate perfomance channel by channel:
- 26. Beacons i Omnichannel- support areas
- 27. Beacons are „glue”that joins offline and online
- 28. Dla organizacji, omnichannelto czas na „porządki po zimie” Wielka unifikacja dla wszystkich kanałów: • Procesów • Komunikacji • Planowania ONLINE OFFLINE E-commerce store Mobile app Store URL Product shelves „cookies” beacons browser smartphone/tablet Cursor Us :)
- 29. Beacons can gluetogether online with offline Why beacons are cool? • Support by handset and mobile OS manufacturers (Google, Apple, Microsoft) • Unique way of integrating BLE signals with mobile operating systems - background communication • Unified standard and protocol • Low energy usage (1/10 of „classic” bluetooth) • Easy installation • Gets cheap quick lowering the entry barriers and accelerating adoption of technology
- 30. What the marketthinks about beacons?
- 31. Czemu beacony sąfajne? • Wsparcie po stronie producentów mobilnych urządzeń i ich systemów operacyjnych (Google, Apple, Microsoft) • Unikalny sposób integracji sygnałów BLE z systemem operacyjnym - wykrywanie w tle
- 32. Czemu beacony sąfajne? • Wsparcie po stronie producentów mobilnych urządzeń i ich systemów operacyjnych (Google, Apple, Microsoft) • Unikalny sposób integracji sygnałów BLE z systemem operacyjnym - wykrywanie w tle
- 33. Czemu beacony sąfajne? • Wsparcie po stronie producentów mobilnych urządzeń i ich systemów operacyjnych (Google, Apple, Microsoft) • Unikalny sposób integracji sygnałów BLE z systemem operacyjnym - wykrywanie w tle
- 34.
- 35. Beacons in retail •Analytics • Personalization • Communication • Navigation • Integration of offline and online data -> cohesive and complete customer profile
- 36. Finally we cantransfer all of the e-commerce experience to offline retail • A/B tests, • integration with loyalty platforms, • marketing automatowy, • remarketing, • gamification, • customer segmentation….
- 37. CX - CustomerExperience First and foremost - ability to provide new, better shopping experience
- 38.
- 39. Navigation in largestores
- 40.
- 41.
- 42.
- 43.
- 44. Engagement, defending against„showrooming”
- 45.
- 46. Loyalty, Customer Experience,foot traffic
- 47.
- 48. There’s more! Wehave yet to discover all the potential use-cases!
- 49.
- 50. Physical retargeting YT link:https://www.youtube.com/watch?v=p_gbXbWySt8 Knorr Foodtruck Swedish tabloid mobile app
- 51. Ordering and Payments CopaBlue, Palo Alto
- 52.
- 54. Where are wenow?
- 55. Where are wenow? We are at a stage of developing „foundation” software for omnichannel Early on in the process of developing necessary tools
- 56. Linteri - GoogleAnalytics for the real world
- 57.
- 58.
- 59.
- 60.
- 61. Open API Open architectureallows integration with 3rd-party systems: • checkout, • loyalty, • CRM platforms • or data warehouses. API is read/write
- 62. Problems and challengesfacing omnichannel
- 63. Problems and challenges Biggestchallenges: • lack of people who understand omnichannel, and are able to create and execute cohesive communications strategy across channels with customers • organizations willing to coordinate efforts of different departments towards this goal
- 64.
- 65.
- 66. Willingness vs decisions. Retailersand their interest with in-store analytics
- 67. Willingness vs decisions. Retailersand their actual use of in-store analytics.
- 68. Uncertainty regarding thefuture of technology
- 69. Beacons and IoT- there’s dissapointment before enlightment
- 70. Challenges ahead ofbeacons 1. Current way BLE is implemented: • Still need „classic” bluetooth to be turned on • Sometimes also need localication services 2. Fragmentation: apps are required to cooperate with beacons 3. Overzealous marketers - abuse of push notifications 4. Concerns regarding privacy of data collected 5. Price. $100 -> $10 -> … ?
- 71. Łukasz Felsztukier, Founder&CEO lukasz@linteri.com Tel. +48664 952 859 Linteri Sp. z o.o. ul. Nowogrodzka 42/9 00-695 Warszawa Thank You.