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Transforming In-Store Marketing with iBeacon
This document discusses how iBeacon and proximity marketing technologies can transform in-store marketing. It provides an overview of iBeacon and how it works by sending targeted messages to customers' phones as they pass beacons placed throughout a store. Examples are given of how some retailers and brands are already leveraging iBeacon. The document also briefly discusses alternative proximity technologies and opportunities for measuring in-store customer behavior.
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Transforming In-Store Marketing with iBeacon
- 1. TRANSFORMING IN-STORE MARKETINGWITH iBEACON
- 2. OBJECTIVES • Providea high-level education about iBeacon and other Proximity Marketing technologies that are changing the face of shopper engagement in-store. • Share in-market case studies that demonstrate how iBeacon works and how other brands and retailers are leveraging it. • Inspire the Mars teams to further explore test & learn opportunities.
- 3. AGENDA • Whatis it? • How does it work? • Why is it relevant? • How are marketers leveraging it today? • Alternate Proximity Marketing technologies • Additional thoughts • Discussion
- 4.
- 5. • Beacon isone of a handful of “proximity marketing” technologies – including Near Field Communication (NFC), RFID, GPS, indoor mapping, etc. – that enables brands & retailers to deliver targeted messaging, content and offers to shoppers’ mobile devices based on their precise geographic location. • iBeacon is Apple’s proprietary proximity marketing platform. Using Bluetooth Low Energy (BLE), iBeacon sends push notifications to apps on shoppers’ iPhones as they pass by sensors placed throughout a store – in aisles, on end caps, etc.
- 6. HOW DOES IT WORK?
- 7. Source: “A Retailer’sGuide to iBeacon Marketing,” Retail TouchPoints, April 2014
- 8. 1. Beacons areplaced in key locations on premise 3. Shopper walks within beacon transmission radius 2. Shopper has beacon-compatible app installed on phone 4. Beacon delivers a message to the shopper’s mobile device
- 9. WHY IS IT RELEVANT?
- 10. 1. SHOPPER DEMAND Shoppers are willing to engage in exchange for “value.”
- 11. 2. UNRIVALED PRECISION For the first time ever, brands and retailers can deliver targeted, personalized digital content to shoppers based on their precise location in the store.
- 12. HOW ARE MARKETERS LEVERAGING IT TODAY?
- 13. 3 GTM MODELS • Retailer • Brand • 3rd Party
- 14. RETAILER Retailer adoptionis low, but growing fast.
- 15.
- 16. BRAND –COCA COLA Coke piloted iBeacon at experiential marketing events during the 2014 World Cup in Brazil.
- 17.
- 18. 3RD PARTY –SHELFBUCKS Shelfbucks, a startup based in Austin, TX, offers an end-to-end proximity marketing solution (hardware, software & content management) and recently partnered with Menasha to install beacons on free-standing displays in retailer stores.
- 19. ALTERNATE PROXIMITY MARKETING TECHNOLOGIES
- 20. PROXIMITY MARKETING LANDSCAPE Near the store Geo-Fencing In the store Device-Level GPS Targeting In the aisle iBeacon NFC Indoor Mapping
- 21.
- 22. BEACON V. NFC iBeacon NFC Phone Compatibility All Androids and iPhones Android and iPhone 6 (only) Push v. Pull Push Pull Requires Yes No App? Requires Hardware at Retail? Yes Yes
- 23.
- 24. • Loyalty cardintegration for hyper-personalization – right person, right place, right message. • In-store measurement – navigation patterns, dwell times, etc. • Early days – brands and retailers need to find the right balance between adding value and annoying (message frequency, etc.).
- 25. THANKYOU Ethan Goodman Vice President, Digital & Innovation (248) 936-2670 goodmane@themarsagency.com
Editor's Notes
- #8 http://www.slideshare.net/G3Com/a-retailers-guide-to-ibeacon-marketing
- #16 http://appleinsider.com/articles/14/05/07/pharmacy-chain-duane-reade-to-trial-apples-ibeacons-in-several-nyc-locations
- #17 http://appleinsider.com/articles/14/05/07/pharmacy-chain-duane-reade-to-trial-apples-ibeacons-in-several-nyc-locations
- #18 http://beekn.net/2014/01/ibeacon-brands-coke-world-cup/
- #19 http://www.adweek.com/news/technology/hillshire-brands-sees-20-jump-purchase-intent-beacons-159042 50 million users in network Safeway, Giant Eagle
- #21 http://www.adweek.com/news/technology/hillshire-brands-sees-20-jump-purchase-intent-beacons-159042 50 million users in network Safeway, Giant Eagle
- #24 http://www.marketwatch.com/story/news-america-marketing-partners-with-thinaire-to-engage-shoppers-with-brands-at-shelf-2013-07-23 In market testing with Kraft Natural Cheese, Nilla Wafers and Philadelphia Indulgence last fall produced highly favorable results. -- Consumer engagement at shelf increased from 5-10 seconds to 48 seconds. -- 36% of all consumers who interacted with the NFC-enhanced Shelftalk acted, whether saving a recipe, downloading the Kraft app, or sharing the brand socially. -- Compared to QR Codes, the overall engagement level with NFC was 12 times higher.
- #25 http://www.marketwatch.com/story/news-america-marketing-partners-with-thinaire-to-engage-shoppers-with-brands-at-shelf-2013-07-23 In market testing with Kraft Natural Cheese, Nilla Wafers and Philadelphia Indulgence last fall produced highly favorable results. -- Consumer engagement at shelf increased from 5-10 seconds to 48 seconds. -- 36% of all consumers who interacted with the NFC-enhanced Shelftalk acted, whether saving a recipe, downloading the Kraft app, or sharing the brand socially. -- Compared to QR Codes, the overall engagement level with NFC was 12 times higher.