Beacons: When Do You Need Yours, and Oh, What are Beacons?

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What are beacons and Location Analytics? What are their uses? Should customers be excited about them? What do retailers get from Beacons? What are the privacy implications? What do I do to bring Beacons WEBINAR: Photograph by Joe McNally, National Geographic Beacons: When Do You Need Yours, and Oh, What are Beacons? Presenter: Jon Rosen EVP, iInside jrosen@iinside.

description

Find out what all the buzz is about – Beacons, iBeacons, Sensors and other emerging indoor location solutions for retail. Get a clear perspective on what they are, who should use them and when, and learn about related hot topics and emerging trends. Analysts will gladly field questions during the webinar. Register now --- Attendance is limited to ensure personal interaction. • What are beacons? • What are their uses? • Should customers be excited about them? • What do retailers get from Beacons? • What are the privacy implications? • What do I do to bring Beacons to my team?

Transcript of Beacons: When Do You Need Yours, and Oh, What are Beacons?

Page 1: Beacons:  When Do You Need Yours, and Oh, What are Beacons?

• What are beacons and Location Analytics?• What are their uses? • Should customers be excited about them?• What do retailers get from Beacons?• What are the privacy implications?• What do I do to bring Beacons to my team?

WEBINAR:

Photograph by Joe McNally, National Geographic

Beacons: When Do You Need Yours, and Oh, What are Beacons?

Presenter:Jon RosenEVP, [email protected]

Page 2: Beacons:  When Do You Need Yours, and Oh, What are Beacons?

What are beacons?

Photograph by Joe McNally, National Geographic

Beacons are a system of low-powered transmitters that enable push notifications to mobile devices running an application in close proximity

• The iBeacon works on Bluetooth Low Energy (BLE), also known as Bluetooth Smart

• iInside nodes use BLE and Bluetooth classic to enable location-based messaging and location analytics

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What are their uses?

Photograph by Joe McNally, National Geographic

Retailers leverage the in-store advantage by enabling highly targeted, on-site communication

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Photograph by Joe McNally, National Geographic

Market Introduction of One-Way, near-field location identification• App-dependent Push Messaging• Does not detect the presence of other devices

Does Not Provide a Geolocation• 16-byte UUID (can be used to identify a retailer)• UUID Major (can be used to identify a store number)• UUID Minor (can be used to identify a location in a store)

Near-field Configuration

Battery Powered

What does an iBeacon do?

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Photograph by Joe McNally, National Geographic

Mobile Application Required For Push Messaging

Applications Register UUID/s of interest with iOS

Push Notification Generated By iOS When Registered UUID is Encountered

Applications Can Scan and Perform Ranging When Active

How does an iBeacon communicate with a mobile device?

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Photograph by Joe McNally, National Geographic

A a system of sensors that identify the geospatial position of a mobile device and use data analytics to generate actionable insights into consumer traffic behavior.

What is Location Analytics?

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What are the benefits and drawbacks of the different technologies?

Photograph by Joe McNally, National Geographic

Beacons and passive analytics are different.• Beacons: app-based location messaging• Passive Analytics: Retailers benefit from

consumer traffic behavior• Combined: Relevant personalized messaging and

Analytics in a single infrastructure

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Photograph by Joe McNally, National Geographic

How beacons and location analytics technologies work together

iInside installssensors that followBluetooth and WiFisignals for highly accurate1-meter precision analytics

Consumer devicesUse WiFi and/orBluetooth

The collected data is securely sent to iInsidefor further examination

These reports allowbusinesses to make calculated improvements that increase profits

iInside’s teamof analysts provide insightful reports basedon their findings

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Should customers be excited about them?

Photograph by Joe McNally, National Geographic

YesCustomer can opt-in to indicate their Preference for:

• Targeted Mobile advertising and content delivery• Loyalty recognition & rewards• Information to assist the shopping experience

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What do retailers get from iInside Beacons?

Photograph by Joe McNally, National Geographic

iInside Beacons work with apps, to combine users’ app data with data on how they move through stores. This helps retailers better adjust and optimize their audience, messaging and delivery.

• Communicate with visitors based on their location • Use individuals’ data to target messaging • Pushing ads and coupons to consumers • Combat “showrooming”• Generate consumer data

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What to retailers get from location analytics?Critical KPIs for smart retailers

Photograph by Joe McNally, National Geographic

Every key constituency; Operations, Merchandising, and Marketing, will use precise indoor traffic analytics to measure, optimize and improve core KPIs, including:

• Departmental Performance• Conversion• Traffic Volume• Traffic Dwell• Staff Ratios

• Departmental Marketing Impact• Shopper Intent• Shopper Engagement• Cross Store Behaviors• Queue Management • Showrooming

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What are the privacy implications?

Photograph by Joe McNally, National Geographic

BEACONS:• Opt-In only. Users’ comfort depends on how much personal data they are willing to

relinquish in exchange for utility • Consumers are open to sharing data as long as they’re getting something valuable in

return.

ANALYTICS:• All data is anonymous• Consortium provides privacy guidelines and opt-out facility• Consumers have shown an acceptance of this within prior technologies

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Photograph by Joe McNally, National Geographic

Business Case

Reporting & Value Plan

Pilot Implementation

•Performance metrics•Queue management•Staffing (departmental and check-out)•Pathing, dwell and draw; change effects

•Success metrics•ROI model

•Optimization•Integration

Budget

Implementation

•Hard costs•Soft costs

What do I do to bring beacons and location analytics to my team?

•2-4 months•Proof of concept, technology and vendor•Build constituencies

Adoption: Business

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Location Analytics Webcast Series Indoor Location and:

Photograph by Joe McNally, National Geographic

• Loyalty: Mobile Applications• Retail Business Intelligence• Scheduling and Clienteling• Retail Queue Management• Retail Merchandising • Store Design• Retail Showrooming

• Technology/Differences

• Airport Applications and Queuing• Convenience Stores• Specialty Retail• Mobile SDK, LBM• Location Intelligence for Indoor Maps• Shopper Engagement

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Questions?

Email: [email protected]

iInside © 2013 15

Presented by:Jon RosenEVP, [email protected]

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Leading The Market In Indoor Location Technologies

Accurate traffic data adds a powerful dimension of actionable insights that empower both your decision-makers and your customers

ACTIONABLE INDOOR TRAFFIC ANALYTICS FOR THE REAL WORLD

Photograph by Joe McNally, National Geographic