The document explains the concept of beacons and iBeacon technology, emphasizing their functionality in location-based messaging and targeted interactions through mobile apps. It outlines the core aspects of beacon operation, including identification, triggering actions, and their role in enhancing consumer experiences in retail environments. Additionally, it highlights the potential for integrating beacons into multi-channel strategies to improve brand engagement and analytics.

1. My Shiny Thing - iBeacon
Sorting the Facts from the Hype
…and then realizing that all the
hype may just be deserved after all

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5 simple steps to understanding
iBeacon
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It’s Beacon, not iBeacon
Don’t worry about the “i”
It works on all devices
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It’s a protocol, passed over a bearer
These are:
A small standardized data packet
Bluetooth Low Energy
(AKA BLE, AKA Bluetooth 4)

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All a Beacon does is say “Hey, it’s
me!”
A Beacon device simply transmits a couple of self-identifying
pieces of data
It’s “the other stuff” that has to know what to do with it

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You need an app to listen to a Beacon
Beacons can only trigger an interaction in apps that are paired
with its unique ID

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Beacon, Beacon, iBeacon
Beacon is a blanket term for this area of technology
A Beacon is a small physical device that emits a Beacon signal
iBeacon is Apple’s name for their proprietary implementation

8. A Beacon can do 3 things
1.Connection
When the device approaches
the Beacon, it will handshake
2.
Tap
You can tap the device on to
the Beacon to perform a
specific active task, such as
voucher download, competition
entry etc
3.
Leave area
When the device loses
connection to the Beacon, the
app can again perform a task

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So why is Beacon / iBeacon / whatever so…
TOTALLY AWESOME?
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Truly location-based, individually targeted
messaging for the first time ever
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Deliver a genuine omni-channel
from web to mobile to retail
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journey,
analytics
True omni-channel
, measuring
the real-world footfall of individuals

11. A new dimension to messaging relevance
User profile
+
Retail presence
Purchase history
Comms schedule
right now

12. State driven
Profile driven
Calendar driven

13. Providing a Connected Experience for the Connected Consumer
Consumer ID and digital interactions enter the physical space

14. A new connected consumer journey
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Users who have been shopping online enter a store.
Their shopping list has been synced to their mobile. The
store can now alert them to special offers, start
navigating to find the items, or make their click-andcollect order ready
Beacons placed in specific locations can trigger content
relevant to the items, such as instructional DIY videos,
cross-sell of related items, or outfit-building tips
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The shopper’s location can be used to summon
assistants to help with selecting product etc
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Beacons can help identify the user’s online account to
facilitate seamless payments

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So should I be using it?
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17. Spotting an Opportunity
A rough guide…
Mobil
e App
+
Physical
Location
=
Beacon
Opportunit
y

18. Changing your brand experience to accommodate Beacon
Multi-channel strategy and UX design
Content Creation
Product enhancement and integration
CRM
Analytics

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Truly location-based, individually targeted
messaging for the first time ever
2.
Deliver a genuine omni-channel
from web to mobile to retail
3.
journey,
analytics
True omni-channel
, measuring
the real-world footfall of individuals

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Thank you!
Tim Dunn
Director of Strategy
Isobar US
@timmcdunn
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