Full version of presentation given at Mobile Congress, 2015 Warsaw

1. HOW BEACONS SUPPORT
OMNICHANNEL.
PRESENT & FUTURE.

2. Customer journey in past

3. Simple purchase process:
Simple decision path
Only one purchase channel available:
single channel, no device

4. Customer journey today

5. Older, easier path gets more & more
complicated…

6. Our brain during shopping:
Dreaming -> exploring -> locating

7. IKEA

8. NIKE

9. LEGO

10. Todays’ journey looks more like a labirynth.
Not many have found their way as of now.

11. Evolution:

12. Customers tend to drift towards channels with better
shopping experience.
We value:
• fast way of retreiving data
• easy product comparison
• convenient search features

13. Mobile technologies have permanently changed our habits

14. How mobile are poles?

15. Polish preferred shopping devices

16. Men vs. Women - influence of sex on what we look for

17. From impulse to informed decisions - the way we change
with time

18. Anonymous quote:

19. The outcome: unified formula for arranging processes
and channels

20. Omnichannel explained

21. Omnichannel is not rocket 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:
• Product purchase
• 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 of each 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, omnichannel to 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, omnichannel to 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 glue together 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 market thinks about beacons?

31. Czemu beacony są fajne?
• 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 są fajne?
• 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 są fajne?
• 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. Beacons and retail

35. Beacons in retail
• Analytics
• Personalization
• Communication
• Navigation
• Integration of offline and online data -> cohesive and
complete customer profile

36. Finally we can transfer all of the e-commerce
experience to offline retail
• A/B tests,
• integration with loyalty platforms,
• marketing automatowy,
• remarketing,
• gamification,
• customer segmentation….

37. CX - Customer Experience
First and foremost - ability to provide new, better
shopping experience

38. Examples

39. Navigation in large stores

40. Toys’R’Us

41. Toys’R’Us

42. Walgreens

43. Walgreens

44. Engagement, defending against „showrooming”

45. Lord&Taylor

46. Loyalty, Customer Experience, foot traffic

47. Macy’s

48. There’s more! We have yet to discover all the
potential use-cases!

49. Beacons and wearables

50. Physical retargeting
YT link: https://www.youtube.com/watch?v=p_gbXbWySt8
Knorr Foodtruck Swedish tabloid mobile app

51. Ordering and Payments
Copa Blue, Palo Alto

52. Future

54. Where are we now?

55. Where are we now?
We are at a stage of developing „foundation” software for omnichannel
Early on in the process of developing necessary tools

56. Linteri - Google Analytics for the real world

57. Communication

58. Navigation

59. Analytics

60. Managing proximity infrastructure

61. Open API
Open architecture allows integration with
3rd-party systems:
• checkout,
• loyalty,
• CRM platforms
• or data warehouses.
API is read/write

62. Problems and challenges facing omnichannel

63. Problems and challenges
Biggest challenges:
• 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. Channel coordination problems

65. Attribution problems

66. Willingness vs decisions.
Retailers and their interest with in-store analytics

67. Willingness vs decisions.
Retailers and their actual use of in-store analytics.

68. Uncertainty regarding the future of technology

69. Beacons and IoT - there’s dissapointment before enlightment

70. Challenges ahead of beacons
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. +48 664 952 859
Linteri Sp. z o.o.
ul. Nowogrodzka 42/9
00-695 Warszawa
Thank You.