Retailers and other consumer-facing businesses are just starting to get their heads around utilizing beacon technology and other location-sensing technologies to reach their customers at a particular time and place. But up to this point, leveraging beacon technology has been a one-way conversation, where companies sent out a message to the customer without a true understanding of how the message was received. This “conversation” usually occurs in the form of couponing. A customer walks into a store, the store’s beacon technology recognizes an SDK on a mobile phone, then calls to the cloud for a mobile marketing engagement. These mobile messages are very often used to drive in-store purchases through coupon delivery.
But, the use of beacon technology can be so much more, and beyond couponing, it can be used for analytics purposes or to create smart, seamless experiences. By marrying LED display technology, CMS and beacons, businesses can have a two-way conversation with their customers while learning more about them. NanoLumens has partnered with Gimbal, an industry leading location intelligence and mobile engagement solution (including forerunners and innovators to beacon space) to fully maximize the potential of cutting-edge LED displays.
By embedding Gimbal’s top-flight beacon technology into our displays, the beacon can trigger the content on the display to change into a relevant message for that particular audience, allowing the display to communicate to the customer in front of it one-on-one. This proximity location enablement is a true bridging of the divide between in-store and mobile, while allowing for an entirely new level of personalization.
Even if a retailer chooses not to change display content according to the customers nearby, beacon-enabled display technology offers a rich opportunity to learn more about them. Through beacon technology, a company can data mine information on every person who walks into a store. For example, a company may learn that a significant number of customers are sports fans or health food nuts. In addition to understanding store traffic, dwell times and more, this knowledge can be used by businesses to optimize physical locations in ways similar to their efforts in digital mediums.
Businesses can also take the information gleaned through the use of beacons to understand the customers’ journeys throughout their brick-and-mortar store. Do they tend to move through the space in a predictable pattern? Do they head right for the sale rack? This information can help a business better stage merchandise for increased conversions. The information can also be heat mapped for increased awareness of consumer behavior. Further, in the push to have Omni-channel strategies, these insights can be combined with other channels to have a more unified view of customers.
Businesses are just beginning to realize the possibilities of leveraging beacon technology in a way that provides a deep, rich understanding of customers and their preferences. The potential is limitless. Our partnership with Gimbal is on the forefront of maximizing these possibilities.
Vice President of Corporate Development