Retrouvez la présentation «Proximity Marketing : Using Technology to Sell More, Focus on iBeacon» de Justin Derbyshire représentant du groupe IoT de la Mobile Marketing Association France. La Mobile Marketing Association France était partenaire du NFC World Congress 2014 qui a eu lieu à Marseille du 22 au 24 septembre.

1. Justin Derbyshire
// IoT group, Mobile Marketing Association France
// Director of Consulting and Training BU, userADgents
j.derbyshire@useradgents.com
Proximity Marketing: Using Technology to Sell More, Focus on iBeacon

2. Agenda
Proximity marketing : how to leverage consumer attention onsite?
Focus on iBeacon: overview and feedback on experimentations
How to deploy a proximity service: an end to end IT architecture, focused on marketing value
Examples of successful use cases customers will buy from

3. Agenda
Mobile Trends Summary from MMA France : why Drive to Store and In Store are strategic
Proximity marketing : how to leverage consumer attention onsite?
Focus on iBeacon: overview and use cases
Live Demo

4. Mobile Trends Summary from MMA France : why Drive to Store and In Store are strategic
Within the next 2 years, half of the audience will come from mobile

5. The emergence of mobile centric services
+ digital & physical continuity
Mobile Trends Summary from MMA France : why Drive to Store and In Store are strategic

6. Mobile Trends Summary from MMA France : why Drive to Store and In Store are strategic
Users favor mobile search

7. Proximity marketing : how to leverage consumer attention onsite ?
What are smartphones used for regarding search ?
Source Google 0614
Product information
Restaurants, coffees, bars
Travel
Housing
Jobs

8. Vers le ZEC (Zero Effort Commerce) de chez Ebay?
Proximity marketing : how to leverage consumer attention onsite ?
Competing with pure players trying to steal business : use adequate weapons

9. How to change users from Mobile to Mo-buy ?
A varied set of levers to answer Marketing strategy
SMS MMS Notification Création de trafic Transactionnel Paiement
Direct Marketing
Push Notifications Engagement with CRM M Commerce Omnichannel buying tunnel continuity Personnalisation Payment
Apps
M Commerce UX : responsive Personnalisation Engagement with CRM
Sites
Search Display Tracking
Advertising
QR Codes Bluetooth RFID Geo-localisation / fencing Image recognition
Other
M-commerce ROPO InStore Interaction (QR Code, BLE, geofencing, indoor mapping) Drive To Store
Stores & Retail

10. Examples of mobile strategies for retailers
Gain customers (or refrain from losing them) : upsell
ROPO (Research online, Purchase Offline) : omni channel continuity
Drive To Store :
Web to store & Store locators : the basics
Geolocalised / Geofencing promotions : the state of the art
Showrooming : retain lost customers through interaction, digital and personnalisation
Increase average cart value : cross sell
CRM tracking into marketing of One: personnalised advice, recommendations
Discounting and promotions
Differentiate through service / Compete in the digital age
Shop and collect : booking and pick up in Store (Macy’s, Galerie Lafayette)
In Store interaction : floor mapping, geofencing, beacons, payment
Manage stocks : availability & clearances

11. What about the WAF ?
Wife Acceptance Factor : the ultimate shopping test
A wonderful promise
Yet….
Geolocalisation, InStore technologies, are they really that accessible ?
Only 29 % of users accept geolocalisation (source MMAF / Azetone)
Only 20 % accept push notifications
What about beacons and friends ???

12. 3
Definition
A micro-localisation technology, labelised by par Apple and based on the BLE standard (Bluetooth Low Energy) Since 2010, BLE is a subset of bluetooth 4.0
What is iBeacon ?

13. 4
An value-added service enabled by technology
iBeacon, the big picture
A transmiter
A receiver
An App

14. 5
Transmiter Pushing (and only pushing) simple information
Receiver Interpreting signal and anlysing adequate behaviour based on received information
Identity & Signal Strengh
How does it work

15. 6
Integrates a BLE chip, a battery, and the onboard circuit Low energy consumption yet active electronics, low physical volume : can be set in almost any object or scenery, appart from inside acquariums The transmitter is energetically autonomous, with a lifespan of 1 to 3 years
The transmitter ( AKA Beacon)
Understanding further

16. 7
Inside the Estimote
Understanding further

17. 8
• Sends out 3 pieces of information
•General Operation ID (UUID) Ex : NFC World Forum
•Beacon group ID (Major) Promotion in the sweets corner
•Beacon ID (Minor) Couponing on chocolate
• The signal strenght is analysed to provide more accurate distance from the beacon
Transmitter ( aka beacon)
Understanding further
Who ?
Where ?
What ?

18. 9
• Usually a Smartphone or Tablet
•Requires
• an app that integrates the operation
• bluetooth and notifications acceptance
• Both iOS & Android are compatible : 90% of potential market
• iOS handsets can turn into beacons themselves
Receiver
Understanding further
+ 8, …
+4.4…
Smartphones, tablets AND OBJECTS
+ 6 & 6+!!!

19. 10
It « monitors » for beacon presence in the area, When present, it identifies the service and the hooked beacon. Inteprets received information and translates it into intelligible data for the application
Understanding further
4 predefined distance radiuses: Immediate / Near / Far / Unknown
Receiver

20. 11
Specific restrictions: Onboard planes. Environment where other devices / technologies might interact and generate service malfunction (military, hospitals,…).
A simple legal framework
a BLE hotspot /homologuée
A 50 m radius
Prior consumer consentment required
Signeage to notify presence of services
Tech side
Consumer Side
Understanding further

21. 12
Between 10 & 50 meters max (depending on manufacturer / product)
Immediate when app is open Circa 20s if app is closed or in background
DISTANCE
DETECTION
Beacon <-> device Interaction
A Matter of interaction

22. 13
Information System Architecture Processing is done through the app & platform
iBeacon
Smartphone / Tablet
Platform
Other digital items
ID
Info
ID User ID
The importance of Platforms

23. 14
In Store customer relationship management
Onsite customer journey
Enhancement of product experience
Enhanced interactions
Use Cases
With objects

24. 16
Apple & the new In Store experience
Discounting Enhanced product information In-Building guidance and mapping Product Crossell
Use Cases

25. 17
Shopbeacon program :
-Customer CRM
-Personnalised advice
-Personalised promotions
-Pick and collect
Macys & the personalised in-store experience
As of september 2014 4000 beacons Apple Pay (NFC) coming
Use Cases

26. Marriott, upselling and cross-selling
18
As of 07/2014 : Targeting digital natives with onsite special offers through the app Loyalty program members can receive SPA, bar, diner discounts to cross sell products
Use Cases

27. Echo112 and Hospitals in switzerland :
Detects your entrance at the hospital hall
Immediately displays, through passbook
Your emergency ID with useful medical information (allergies, medicine…)
Your organ donor card (in that order…)
Yes, iBeacons might save your life (not just if you’re a retailer…)

28. 28
Beacon 1 : Store Entrance
Beacon 2 : In Store Promotion
Beacon 3 : (tap on the beacon) Product enhancement
Download from http://adhoc.useradgents.com/ibeacon

29. •Justin Derbyshire
IoT group, Mobile Marketing Association France
VP userADgents : consulting & training
J.derbyshire@useradgents.com