Engaging Mobile Consumers: Comparing Beacons and Magnetic Positioning for Indoor Advertising. Report. Report
|
|
- Augustus Heath
- 8 years ago
- Views:
Transcription
1 Engaging Mobile Consumers: Comparing Beacons and Magnetic Positioning for Indoor Advertising Report Report
2 Report Engaging Mobile Consumers: Comparing Beacons and Magnetic Positioning for Indoor Advertising In an apples-to-apples comparison for indoor advertising between Bluetooth beacons and magnetic, the benefits are striking for magnetic positioning. With a higher level of accuracy, magnetic has the ability to generate superior contextual relevance and increase advertising conversion revenue, all with a total cost of ownership significantly lower than Bluetooth. February 2015 Jon Rosen, Senior Analyst, Opus Research Derek Top, Research Director, Opus Research Opus Research, Inc. 350 Brannan St., Suite 340 San Francisco, CA Published February 2015 Opus Research, Inc. All rights reserved. 2
3 Engaging Mobile Consumers Table of Contents Engaging Mobile Consumers: Introduction 4 Opportunity for Mobile Engagement Creates Value 4 Key Attributes of Indoor Location Technologies 5 Wi-Fi 5 Bluetooth 5 Beacons/BLE 5 Magnetic Positioning 6 Why Indoor Technology is Important 6 Head-to-Head: Comparing Beacons and Magnetic Positioning 7 A Primer on Beacons 7 A Primer on Magnetic Positioning 7 Applications for Mobile Positioning Apps 8 Blue Dot 8 Fastest Route / Shopping List 8 Product Proximity Advertising 8 Breakdown of Large-Scale Retail Store Implementation 8 BLE/Beacons 9 Magnetic 9 Chart: Implementation Comparison 10 Living Up to the Hype 10 About Opus Research 11 3
4 While much has been said about the rapid growth of e-commerce, consumers are still flocking to brick and mortar stores -- and spending far more money while they re at it. Research firm emarketer predicts that e-commerce will represent a small portion (less than 10%) of overall U.S. retail sales in 2017, with $440 billion in Web sales compared to $4.9 trillion in non e-commerce revenue. Since the vast majority of retail purchases still occur stores, the need to improve on the in-store experience is a highimpact opportunity. One key factor is that the purchase-decision process increasingly flows through smartphones. Another recent study from emarketer estimates that there were million U.S. mobile shoppers in 2014, up 23 million from The location of individuals carrying smartphones (ios and Android) can be identified inside venues, retail stores, hospitals, malls, airports and other indoor spaces. The value of the resulting, anonymous traffic analytics is unprecedented, but direct, mobile engagement presents a host of opportunities and challenges for retailers: How is mobile changing the path to purchase? What can retailers do to enhance the in-store purchase process? What relevant shopper information is critical for e-commerce? How can a retailer create personalized offers without seeming intrusive? When integrated with real-time indoor location technologies, location-driven mobile engagement allows retailers, brands and other venue owners an opportunity to connect shopping behavior with immediate, contextually relevant engagement through a mobile app. An example would be a shopper who visits and dwells in a store s computer department. Data can be gathered to learn where and when they entered store, how long they were in that department and the other departments they visited. Promotional messages can be delivered to their smartphone to offer discounts and other resources that are most likely to interest that individual customer. Product data and comparisons, discounts and other information can move the customer into a buying decision. When correlated with that shopper s previous purchasing behaviors, a further-tailored, higher-value engagement message can be delivered. Opportunity for Mobile Engagement Creates Value Given the opportunity presented by mobile consumer engagement, as many as 200 firms are vying for position in the emerging indoor location and proximity marketing arena. Multiple technologies abound for indoor location and consumer engagement in stores, malls, stadiums, airports and other venues. The technologies include cameras, Wi-Fi sensors, Bluetooth beacons (e.g., Apple ibeacons), inaudible sound waves, LED lighting signals and magnetic positioning, among others. Each technology has varying attributes that are relevant for location tracking. These criteria include accuracy, coverage, price, maintenance, privacy and more. For the purposes of this paper, Opus Research identifies the most prominent examples of indoor location services accomplished through three categories: sensors (Wi-Fi and traditional Bluetooth), beacons (Bluetooth Low Energy transmission to a smartphone via a mobile app), and magnetic (distortions of the compass in physical space that inform location). Important to this discussion is to identify key differentiators between proximity and positioning solutions: 4
5 Both beacons, magnetic and other technologies can deliver proximity solutions. When a shopper with a corresponding mobile application passes through a zone, the phone s application is made aware of the person s entry into that specific zone or micro-fence. At that stage, the app can engage with an alert, an advertisement or a message designed to create value for the consumer and the venue. The message is related to the zone and thereby targeted to the consumer s interest and behavior. Proximity engagement is considered to be a significant means of increasing revenue, customer conversion and customer satisfaction. The phone becomes a targeted communication medium in a highly relevant context. Magnetic and some other technologies (with the exception of beacons) can enable positioning solutions. Positioning solutions are more sophisticated, require greater accuracy and reliable, real-time attributes, and enable a greater number of high-value location solutions. Positioning can display the user s location on a floorplan, just like a moving blue dot on a map. Positioning can identify a user s precise indoor placement, as precise as one meter or less. They can enable You Are Here applications, wayfinding, turn-by-turn solutions and more. Key Attributes of Indoor Location Technologies Wi-Fi Stores are rapidly adopting public access to Wi-Fi in order to enable mobile apps and increase customer satisfaction. When adding Proximity solutions to public Wi-Fi systems, additional access points, and occasionally different, more costly access points are needed. These solutions can be expensive, and there are limiting factors in data collection and position between ios Android handsets. BENEFITS: Accuracy claims vary from 1 to 5+ meters; leverages existing infrastructure. Wi-Fi is an established sensor technology, practical to maintenance and compatible with almost all smartphones. CHALLENGES: Requires significant infrastructure costs: stores may have between 4 and as many as 50 devices to deliver departmental accuracy. (Note: aisle-level accuracy is impractical in terms of cost.) Devices can cost $100 to $2000 per sensor and installation typically requires low power, some 110v wiring and Ethernet cabling or POE (Power Over Ethernet). The installation/deployment cost can exceed the device cost. Requires a commitment to a specific sensor technology for some period of time; hardware technology is somewhat static. Bluetooth Bluetooth 2.0 or classic Bluetooth is the same technology that is used to connect a mobile phone to a car or headset. It s often used as an incremental or supplemental sensor for proximity and positioning. Bluetooth requires power from low voltage cabling or POE. BENEFITS: Bluetooth is often selected for it s low cost and accuracy. Established sensor technology, reasonable/practical cost and maintenance, compatible with almost all smartphones. CHALLENGES: Requires infrastructure costs: stores may have between 15 and as many as 50 devices to deliver departmental accuracy. Requires a commitment to a specific sensor technology for some period of time; hardware technology is somewhat static. Beacons/BLE Apple (via ibeacon) has popularized the use of small, battery-powered (or wired) devices that transmit Bluetooth Low Energy (BLE) signals. Beacons can be sourced to support ios and Android devices. Generally placed throughout venue for location, outside, or in-aisle. Beacons deliver a location signal and phones can reasonably estimate distance based on received signal strength emitted by ibeacons. If three or more ibeacons are in range and have a known location, position can be determined, though this is academic (CONTINUES) 5
6 more so than practical. Bluetooth beacons are generally considered a proximity solution and not effective as a positioning solution. BENEFITS: ibeacons are very inexpensive (<$50), cost almost nothing to install and some can be a somewhat secure, simple and easy to deploy. Beacon compatibility is built into both the ios and Android operating system. CHALLENGES: ibeacons are almost exclusively used for notifications and not for positioning. They deliver a data set that indicated in zone versus an accurate position. Most are battery operated and require periodic battery maintenance. Beacons are often affixed with tape and are highly susceptible to removal. They can vulnerable targets for hijacking as well. Magnetic Positioning Buildings are constructed with materials that distort the readings on a smartphone s compass. Steel beams, wall studs, and other materials disrupt the earth s magnetic field, which, through magnetic positioning software is detected by the magnetometer a sensor available on most popular smartphones. Through the use of magnetic positioning software, these fields are mapped (or fingerprinted) and associated with points on a floorplan to enable indoor location services. BENEFITS: Typically as accurate as 1-2 meters. Essentially no infrastructure cost; no cost for hardware, no cost to implement (install and wire) and no cost to maintain. No commitment to and reliance on a sensor technology investment. Application is driven by the phone and not at a server to reduce failure points and security exposure. Effectively crowd-sourced, creation of a map that becomes reference points for where the consumer is when shopping. Fingerprint data is stable and accuracy improves over time; reference points self adjust when aisles change; dynamic. CHALLENGES: Early-stage, still in pilot phase in the U.S., rolling out commercially in Asia and Europe. Some consumer behavior is required to jump start accuracy. Accuracy issues varies subject to the type of building but 1-2m is expected with 90% confidence level. It s new enough that it requires real-world test cases to generate consumer (retailer) confidence. Why Indoor Technology is Important As mentioned, physical stores and malls aren t going away, and they serve as a critical role in the purchase path. In addition to the purchases made in stores, a notable percentage of online purchases are preceded by in-store visits. And in-store mobile use a critical opportunity for shopper engagement is prevalent across all age groups. Key data points: A report from the International Council of Shopping Centers (ICSC) shows total shopping center sales for 2012 topped $2.4 trillion, up from 2011, and that shopping centers account for more than half of all retail sales in the United States. An OpinionLab study of 1,103 consumers found that Millennials (ages 18 to 29) are, in fact, the only generation that prefers shopping in malls to shopping online. comscore reported that in April 2014, 35% of U.S. Internet users showroomed (influence of mobile devices on retail shopping), including nearly half of Millennials and even 28% of seniors 65 and older. In a more recent Q comscore survey, 44% of smartphone owners said they participated in showrooming. Considering these facts, in-store mobile engagement can create a dynamic and enhanced shopping experience, beginning with offering customers highly contextual promotions and discounts. They can increase conversion and revenue by delivering just the right information so customers can make an in-store, informed decision versus leaving and buying online or somewhere else. 6
7 Showrooming, or the act of visiting a store to touch and feel a product only to leave and purchase online, while common includes the misconception that this behavior is absolute. If price and availability were superior in-store, shoppers have shown a desire to purchase on-site. Location technologies can help identify this behavior and inform retailers where and when to apply resources to convert these shoppers. INDOOR SHOPPING APPLICATIONS, ENABLED WITH LOCATION TECHNOLOGY, BRIDGES A KEY GAP BETWEEN IN-STORE AND ONLINE. Head-to-Head: Comparing Beacons and Magnetic Positioning Over the past few years, location technologies such as Wi-Fi and Bluetooth 2.0 have tempted retail mobile loyalty professionals and mobile marketers. With the ability to precisely determine where a mobile user is in a store, these technologies can enable very contextual messaging. For the retailer, this means targeted messaging and more revenue; for the advertisers, this means more valuable inventory. Unfortunately Wi-Fi and Bluetooth solutions are expensive and require a large effort within the retail organization to procure. As a result only a few retailers have participated. A Primer on Beacons The advent of beacons has taken installation costs down to an almost insignificant amount, and has spurred tremendous movement to trial and in some cases adopt beacons as a location resource for mobile. inmarket s recent study shows consumers are finding significant value in beacon-enabled experiences. Interactions with advertised products increased by 19x for users who received a beacon message. In-store app usage was 16.5x greater for users who received a beacon message, and shoppers who received a beacon message were 6.4x more likely to keep an app on their phone, versus those who did not. Beacons have received much of the location technology attention lately due to the high profile of Apple s ibeacon. Beacon technology is being deployed by several high-profile entities such as Apple stores, Major League Baseball stadiums in the U.S., and retailers such as American Eagle Outfitters and Alex and Ani, among others. Yet beacons are not a replacement for location sensors and perform different functions. They only work with mobile applications and they can only detect and inform a mobile app as to the fact that the handset is within a general range of the beacon. Beacons cannot provide positioning and cannot support a moving blue dot for high value resources such as in-store navigation, precise XY or XYZ shopper coordinates or the engagement and analytics tools that require those features. A Primer on Magnetic Positioning As mentioned above, magnetic positioning uses the Earth s geomagnetic fields to precisely locate individuals within indoor spaces. It enables the smartphone s compass to position the individual within a location who s magnetic footprint is created through the application and crowdsourced behavior. Once this simple step is completed, accuracy and floor plan changes are accomplished organically and over time. This requires no hardware installation and minimal ongoing maintenance. It s compatible with both Android and ios devices. IndoorAtlas recently showed Opus Research a demo of how indoor positioning can be used for product proximity advertising in the use of a blue dot search the mall of equivalent of you are here location awareness. 7
8 Applications for Mobile Positioning Apps Blue Dot Blue Dot is the term for the familiar blue You Are Here icon indicating the mobile app is informed as to your precise location and can move with the shopper. Blue-dot awareness allows an app to display shopper location within indoor maps of the store at the aisle or even shelf level. It enables wayfinding, product or brand promotions delivered in a real-time, appropriate context. Beacons cannot effectively deliver blue dot features. Magnetic offers blue-dot navigation directly to an area or product in an aisle or on the shelf if shelf/product data is made available from the retailer. In certain store types such as specialty retail, big box, home improvement and others, the customer experience benefits of in-store product navigation are clea, as are the financial benefits to retailers and brands. Fastest Route / Shopping List Retailers are rightfully concerned that shoppers find everything they set out to buy. Shopping list items in grocery or retail apps can be mapped to precise in-store floor locations so shoppers leave with everything they came for which is not always the case. According to Accenture, increasing basket size by one item for the customers shopping for one to three items could result in approximately a 4 percent sales increase. With blue-dot search, basket size and conversion rates show measurable increase. For example, an IndoorAtlas proof-of-concept store reports a 9.2% increase in basket size. When many retailers operate on low single-digit margins that s a big deal. Product Proximity Advertising Stores want your attention during the indoor purchase path, and so do brands. Brands are eager to advertise and promote inside the store and yet the opportunity is valid when the right brand is messaged to the right consumer at the right time. Location data brings relevance to a new, real-time high likelihood with location services. Both beacons and magnetic positioning require a mobile app on the phone and active, and better performance is achieved when the phone is physically out-of-pocket. There is no passive tracking that is achieved without a mobile app present and turned on. Breakdown of Large Scale Retail Store Implementation When evaluating differentials between magnetic positioning and BLE/Beacons, we take an example of a retail department store with 500 locations, each store with an approximate size of 100,000 square feet. This is standard size for big box or retailer and one store type where indoor location solutions are high value. In our department store example, the floor plan is center-aisle comprising 60% of the store, the remainder is formatted as perimeter aisles. The use cases and location/coverage and accuracy requirements are the same, and typical with aisle-level and 2-meter location accuracy. 8
9 BLE / Beacons: IMPLEMENTATION: Beacons are typically affixed with sticky tape or similar. Several beacons are places near the entrance, additional beacons are placed at approximately 3-4 per aisle, with 40 or more for the end caps. In all, each store requires total beacons. Time to install is a single day and configuration should take only several hours. Implementation is fast, but still requiring approximately ten hours or 625 man-days for the chain. INFRASTRUCTURE COST: $20 or more per beacon for hardware, or $1.2M for the chain. MAINTENANCE: Beacon batteries can last between 9-18 months and must then be replaced. Beacons must be placed in the open and not hidden. Some will be removed by accident so a means to manage beacon failure must be in the software and easy to manage. If the assumption is that hardware changes and beacon and battery replacements is 3 hours per month per store, that represents 900 man-days per year. A means to accommodate errors in user experience and data collection must be present. Beacons must be moved each time shelves and fixtures are moved and beacon locations and ID s must be adjusted in the software so they deliver the proper data and product/location correlations. Operational Benefits ANALYTICS: When a customer walks through the store with the mobile app turned on, data regarding their location is generated and transmitted to the server to enable analytics to the extent of the accuracy attributes of the system. Accuracy is typically 3 to 10 meters or 9 to 30 feet. ENGAGEMENT: When a consumer passes by a beacon the beacon s location ID is passed to the mobile app and, based on that ID and other behavioral factors a message may be displayed to the consumer. Blue dot and wayfinding are not available. Magnetic: IMPLEMENTATION: No hardware installation is required. An employee armed with the mobile app will walk through the store and create a footprint of the store s magnetic properties layered on its planogram. This takes approximately 1 trip or an equivalent of 4 hours in order to generate 1-2 meter accuracy. No additional time is allocated for hardware placement. INFRASTRUCTURE COST: $0 MAINTENANCE: There is no movement or replacement of batteries or devices. No means to accommodate errors in user experience and data collection due to hardware failure is required. Store format changes will require a single employee walk the store for several minutes. At one hour per store per month this represents 300 man days per year. Operational Benefits ANALYTICS: When a customer walks through the store with the mobile app turned on, data regarding their location is generated and transmitted to the server to enable analytics to the extent of the accuracy attributes of the system. 1-2 meter (3-6 ) accuracy is achieved. ENGAGEMENT: The customers specific path is passed to the mobile app and, based on that ID and other behavioral factors a message may be displayed to the consumer. Because of the accuracy and true real-time nature of magnetic, Blue Dot and wayfinding is enabled. 9
10 Implementation Comparison Note: Table below is a direct cost and performance comparison of an example retail department store with 500 locations, each with an approximate size of 100,000 square feet, between Bluetooth/BLE and magnetic solutions. OVERHEAD * Bluetooth Chain-Wide Magnetic Chain-Wide Number Of Devices , Device Cost/ea $20 $1,200,000 $0 $0 Installation 10 5, Man-Hours Maintenance (Hours/ 36 18, ,000 yr) Hardware cost $120 $60,000 $0 $0 (batteries)/yr Replacement Cost/yr $440 $220,000 $0 $0 Estimated $100 $50,000 $0 $0 Implementation $ Estimated Maint. $/yr $100 $50,000 $0 $0 ANNUAL COST $660 $330,000 $0 $0 PERFORMANCE Bluetooth Magnetic Accuracy (meters) Proximity Yes No Positioning No Yes Wayfinding No Yes Vulnerable Yes No Editor's Note: The above tables compare Bluetooth 4.0 (BLE) beacon technology with magnetic in the following key areas: Infrastructure overhead, cost to implement, and cost and effort to own and operate From a performance standpoint it compares the key metrics required to define value as a location solution, including: accuracy, proximity, positioning, wayfinding and vulnerability. Summary: Living Up to the Hype The current media hype surrounding indoor location technologies (including beacons / ibeacons, WiFi, and magnetic positioning) promises a level of mobile consumer engagement never seen before. Retailers, venue and mall owners, supermarkets and brands will have the opportunity to connect with consumers at the right time, with the right message, to the right audience, and in the right place. Proximity and indoor positioning solutions enable mobile consumer engagement and indoor advertising. In an apples-to-apples comparison between key technology components Bluetooth BLE beacons versus magnetic the benefits are striking for magnetic positioning. The solution, as provided by IndoorAtlas, allows for greater location accuracy, better messaging and analytics, and an all-in-one infrastructure which helps lower total cost of ownership. With these benefits, retailers will soon recognize magnetic positioning as a top-of-mind technology for indoor location. 10
11 About Opus Research Opus Research is a research-based advisory firm providing critical insight and analysis of enterprise implementations of software and services that support multimodal customer care and mobility strategies. Opus Research calls this market Conversational Commerce with tailored coverage and sector analysis that includes: Self-Service & Assisted Self- Service, Voice & Call Processing, Intelligent Assistance, Indoor Location Analytics, Mobile Search and Commerce, and Voice Biometrics. For sales inquires please info@opusresearch.net or call +1 (415) This report shall be used solely for internal information purposes Reproduction of this report without prior written permission is forbidden Access to this report is limited to the license terms agreed to originally and any changes must be agreed upon in writing The information contained herein has been obtained from sources believe to be reliable However, Opus Research, Inc accepts no responsibility whatsoever for the content or legality of the report Opus Research, Inc disclaims all warranties as to the accuracy, completeness or adequacy of such information Further, Opus Research, Inc shall have no liability for errors, omissions or inadequacies in the information contained herein or interpretations thereof The opinions expressed herein may not necessarily coincide with the opinions and viewpoints of Opus Research, Inc and are subject to change without notice Published February 2015 Opus Research, Inc All rights reserved 11
Magnetic Positioning. The Arrival of Indoor GPS. Report
Magnetic Positioning The Arrival of Indoor GPS Report Report Magnetic Positioning The Arrival of Indoor GPS Technologies for indoor location and offline analytics differ substantially in their costs, capabilities,
More informationMobile Engagement and Analytics
Mobile Engagement and Analytics Mobile Engagement Trends 80% of the world owns a mobile phone. And we re using them in the venues we visit. Mobile Engagement Trends 52% of companies worldwide intend to
More informationLOCATION BASED SERVICES FOR RETAIL
LOCATION BASED SERVICES FOR RETAIL CURRENT GLOBAL TRENDS -3% retailers can identify the buyer at the entrance to the shop, 72% plan to implement this within 5 years* -28% of retailers are using mobile
More informationDrive Business Further Faster With RetailNext
Drive Business Further Faster With RetailNext Built especially for retailers, RetailNext is a scalable in-store analytics platform that makes it easy for you to collect, analyze, and visualize data about
More informationGIMBAL PLATFORM DIGITAL INSIGHTS INTO THE PHYSICAL WORLD
Qualcomm Retail Solutions Inc. GIMBAL PLATFORM DIGITAL INSIGHTS INTO THE PHYSICAL WORLD The Advantages of Gimbal for Retailers, Brands and Application Developers Revision 1 November 2013 1 Table of Contents
More informationGLOSSARY OF TERMS Beacon Management App API (Application Programming Interface) CMS (Content Management System) App
beaconsense.co.uk GLOSSARY OF TERMS Beacon A small, low-cost, low-powered Bluetooth transmitter Management App Ability to programme and assign beacon a function API (Application Programming Interface)
More informationIlluminating the In-Store Experience
Illuminating the In-Store Experience Indoor Positioning Services Using LED Lighting Benefit Shoppers and Retailers Online technology has enabled retailers to make solid inroads into driving positive shopper
More informationMobile Engagement with Aruba Beacons and the Meridian Mobile App Platform. Nick Newton
Mobile Engagement with Aruba Beacons and the Meridian Mobile App Platform Nick Newton @ArubaNetworks Agenda Meridian Mobile App Platform Aruba Beacon @ArubaNetworks 2 CONFIDENTIAL Copyright 2015. Aruba
More informationBeacon TRENDS in the Retail Space 2015
Beacon TRENDS in the Retail Space 2015 Beacons are seen as the best solution for improving in- store retail experience. Major retailers are jumping on the beacon bandwagon. A beacon ecosystem is forming.
More informationGetting Started with ibeacon
apple Getting Started with ibeacon Version 1.0 Getting Started with ibeacon Overview Introduced in ios 7, ibeacon is an exciting technology enabling new location awareness possibilities for apps. Leveraging
More informationINCREASE REVENUE PER SQUARE METER WITH ACTIONABLE INSIGHTS. Powered by
by INCREASE REVENUE PER SQUARE METER WITH ACTIONABLE INSIGHTS Powered by ACTIONABLE RETAIL INSIGHTS SUMMARY Retailers in brick and mortar stores need deep insight into consumer behavior and foot traffic
More informationThe Second Half of the Chessboard
The Second Half of the Chessboard An ongoing exploration of transformative developments impacting the fast moving consumer goods retail industry Paper 2: In-Store Analytics Hit Prime Time About As Founder
More informationUNDERSTANDING BEACONS
UNDERSTANDING BEACONS A GUIDE TO BEACON TECHNOLOGIES By Greg Sterling, Jules Polonetsky & Stephany Fan Introduction UNDERSTANDING BEACONS LOCAL SEARCH ASSOCIATION & FUTURE OF PRIVACY FORUM 1 December 2014
More informationHow To Create A Retail Analytics Platform With Tapway
How to revolutionize brickand-mortar retail industry with big data analytics? April 20, 2015 Agenda Tapway Introduction & Why We Do What We Do Technology Overview In-store Analytics for Retail Chains Shopper
More informationHow To Go Omni Channel Using Beacons
Beaconstac How Retailers can go Omni channel using Beacons 1 Contents Why beacons are the key to omni channel retail 3 What is omni channel and why it is a must have for retailers 3 How retail stores can
More informationNomi 05.14.14 Door Counting Primer V.001 1. Door Counting: An Essential for Customer Experience Measurement and Management
Nomi 05.14.14 Door Counting Primer V.001 1 Door Counting: An Essential for Customer Experience Measurement and Management Nomi 05.14.14 Door Counting Primer V.001 2 If you can t measure it, you can t manage
More informationResource Library. Consumer Location-Based Analytics Deliver Actionable Insights. From Platt Retail Institute s. Bringing Research to Retail SM
From Platt Retail Institute s Resource Library Bringing Research to Retail SM See the entire PRI Resource Library at www.plattretailinstitute.org/library. Consumer Location-Based Analytics Deliver Actionable
More informationIntroducing BEEKS Proximity Solutions. Developer Kit Gets You Started
Introducing BEEKS Proximity Solutions BEEKS from BluVision provides industry-leading Bluetooth beacon solutions to enterprises and innovative developers. Leveraging a cutting-edge, cloudbased solution,
More informationTHE BEACON MARKETING PLAYBOOK
WHITE PAPER THE BEACON MARKETING PLAYBOOK A Guide to Launching Your Beacon Marketing Program The Beacon Marketing Playbook: A Guide to Launching Your Beacon Marketing Program Beacon-powered in-store mobile
More informationClick Labs Report: How Retail Leverages Mobile
Click Labs Report: How Retail Leverages Mobile Table of Contents: Transforming Retail via Mobile...4 Mobile Apps vs. Mobile-Optimized Websites for Retail...6 How to Leverage Mobile Retail Apps to Increase
More informationRETAILING STORE TRACKING CUSTOMER-FIRST. Customers have three currencies which they can spend: Money, Time and Emotion
CUSTOMER-FIRST RETAILING GROWING RETAIL SALES WITH CUSTOMER CENTRIC STRATEGIES By Jason Nathan STORE TRACKING HOW CUSTOMERS SHOP IN-STORE IN THE DIGITAL AGE When shopping, customers have three currencies
More informationPersonalized User Journeys. By Kevin Jackson Global Sales Director Gravity R&D 12/15/14
Personalized User Journeys By Kevin Jackson Global Sales Director Gravity R&D 12/15/14 Table of Contents Omnichannel and Retail 2.0... 3 Moments of Truth (MOTs)... 4 ibeacons, MOTs, and Big Data... 5 Personalized
More informationTOP TECHNOLOGIES THAT TRACK AND MEASURE ATTENDEE BEHAVIOR BRAD KAUFMAN, PRESIDENT, EXPERI-TECH MARYBETH HALL, PRESIDENT, BROWN PELICAN GROUP
TOP TECHNOLOGIES THAT TRACK AND MEASURE ATTENDEE BEHAVIOR BRAD KAUFMAN, PRESIDENT, EXPERI-TECH MARYBETH HALL, PRESIDENT, BROWN PELICAN GROUP What is the focus of Experiential Technology? More deeply engage
More informationCustomer Tracking Technologies
Customer Tracking Technologies CAMERA SMARTPHONE BLUETOOTH Low Energy (BLE) BEACONS Whitepaper Amitesh Sinha, CIO amitesh@iconnectgroup.com There is a revolution happening in retail stores, and the concept
More informationReal Time In-store Analytics with RetailNext
Real Time In-store Analytics with RetailNext More than one hundred retailers use RetailNext to improve their bottom lines by increasing sales, reducing theft, cutting costs, and creating a better shopping
More informationLeveraging the Internet of Things in Marketing
Leveraging the Internet of Things in Marketing Index 3 3 4 4 5 5 6 6 Introduction The Internet of Things outlook IoT and marketing Wearables: Reaching customers anywhere Location-based marketing RFID tags
More informationPage 1. Transform the Retail Store with the Internet of Things
Page 1 Transform the Retail Store with the Internet of Things The Internet of Things is here today There s a new era dawning in the retail industry, and it s being driven by the Internet of Things. The
More informationMobile. Path to Purchase. Reaching a Moving Target to Win in Mobile
Mobile Path to Purchase Reaching a Moving Target to Win in Mobile Reaching a Moving Target It s no secret that consumers are completely attached to their phones. Mobile is an essential tool for communication,
More informationState of the Market LOCATION POWERED MOBILE ADVERTISING REPORT DEEP DIVE ON CPG
State of the Market LOCATION POWERED MOBILE ADVERTISING REPORT DEEP DIVE ON CPG USING MOBILE ADVERTISING TACTICS TO DRIVE AND MEASURE SALES LIFT FOR CPG The consumer package goods (CPG) vertical has traditionally
More informationThink of a retail store brand - like a fashion-clothing brand for example. Walkbase helps brands to get better at providing all those things to you.
1 WALKBASE MEDIA Q&A The Basics: 1) For a complete beginner, what is Walkbase? Think of a retail store brand - like a fashion-clothing brand for example. Obviously, the retail brand wants to give you,
More informationEnriching In-Store Experience with Analytics
Enriching In-Store Experience with Analytics Arun Kumar, General Manager & Global Head of Retail Consulting Practice, Wipro Ltd. www.wipro.com Balakrishna Parankusam Venkata, Principal Consultant, Retail
More informationBricks, Mortar & Mobile
Bricks, Mortar & Mobile Building an Effective In-Store mcommerce Strategy EXECUTIVE SUMMARY: Over the course of the last few decades, retail has seen ecommerce emerge and succeed as a viable sales channel.
More informationTop 12 Things To Look For in a Great Mobile Chat Solution
Top 12 Things To Look For in a Great Mobile Chat Solution October 2012 Introduction Extending chat to mobile customers is one of the hottest topics in mobile engagement. With mobile devices playing an
More informationTHE PROXBOOK REPORT THE STATE OF THE PROXIMITY INDUSTRY Q2 2015. All information in this report belongs tounacast AS
THE PROXBOOK REPORT THE STATE OF THE PROXIMITY INDUSTRY Q2 2015. All information in this report belongs tounacast AS TABLE OF CONTENTS Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page
More informationIn the pursuit of becoming smart
WHITE PAPER In the pursuit of becoming smart The business insight into Comarch IoT Platform Introduction Businesses around the world are seeking the direction for the future, trying to find the right solution
More informationRetail Industry and Mobile Technology
Retail Industry and Mobile Technology Contents Overview... 2 Retail in Omni-Channel World... 2 Technology Bridge... 2 Analytics... 3 Controlling the Shopping Experience... 3 Seamless Experience... 3 PCI
More informationPOS systems rise to new status
December 2006 POS systems rise to new status To optimize inventory, ordering and pricing, new point-of-sale (POS) systems are collecting more detailed sales and customer data at the point of purchase.
More informationMobility in Retail. RapidValue Solutions
Mobility in Retail Retail Industry : Changing Landscape Why Go Mobile? Increased penetration of mobile Increased need to focus on the mobile market. M-commerce growth is outpacing traditional E-commerce
More informationFind New Customers and Markets by Analyzing Mobile Network Operator Data
SAP Brief SAP Mobile Services SAP Consumer Insight 365 Objectives Find New Customers and Markets by Analyzing Mobile Network Operator Data Mobile data a paradigm shift in connected consumer analytics Mobile
More informationWhat Data Discovery can do for a true OmniChannel experience. A Credon White Paper
What Data Discovery can do for a true OmniChannel experience A Credon White Paper 1 The need for Omnichannel According to Comeos (the Belgian confederation representing retail and commerce), online shopping
More informationAgenda Overview for Mobile Marketing, 2015
G00270723 Agenda Overview for Mobile Marketing, 2015 Published: 18 December 2014 Analyst(s): Mike McGuire Mobile technologies enable digital marketers to engage customers at every stage of the purchase
More informationCapturing Near Me Moments: How location-based mobile advertising is changing the marketing landscape
Capturing Near Me Moments: How location-based mobile advertising is changing the marketing landscape A Digital Marketing Depot Whitepaper Introduction: The mobile advertising opportunity Smartphone ubiquity
More informationDigital Commerce in Retail: Supporting a Common Mobile Customer Journey RETAILER SURVEY - CONDUCTED NOVEMBER 2014
Digital Commerce in Retail: Supporting a Common Mobile Customer Journey RETAILER SURVEY - CONDUCTED NOVEMBER 2014 Digital Commerce in Retail: Supporting a Common Mobile Customer Journey CONTENTS 1. Background
More informationSurvey of US Retailers Use of Indoor Location. Greg Sterling Derek Top
Survey of US Retailers Use of Indoor Location Greg Sterling Derek Top August 2014 Consumer Background MOBILE DEVICE ADOPTION Smartphones: 70% Heading to 90% Smartphones: 70% penetration 160 million+ people
More informationWi-Fi Enabled Value-Added Services: Gain Insights from Cisco Mobile Customer Research
White Paper Wi-Fi Enabled Value-Added Services: Gain Insights from Cisco Mobile Customer Research White Paper Authors Stuart Taylor Tine Christensen 2013 Cisco and/or its affiliates. All rights reserved.
More informationHarnessing Data to Optimize and Personalize the In-Store Shopping Experience
Harnessing Data to Optimize and Personalize the In-Store Shopping Experience People-tracking technology, including sensors, beacons, and video cameras, combined with mobile applications, can provide an
More informationA5 Flyer (Landscape)
A5 Flyer (Landscape) Pink = Bleed (216 x 154mm) Your background image, colour, texture etc needs to go all the way up to this line. Green = Trim (210 x 148mm) This is where your flyer will be trimmed to.
More informationTaking Store Operations to the Next Level
Overview & Use Cases Taking Store Operations to the Next Level 2701 Fondren Drive, #123 Dallas, Texas 75206 Brick and mortar retailers are reinventing themselves in the face of growing competition from
More informationTwo-Factor Authentication over Mobile: Simplifying Security and Authentication
SAP Thought Leadership Paper SAP Mobile Services Two-Factor Authentication over Mobile: Simplifying Security and Authentication Controlling Fraud and Validating End Users Easily and Cost-Effectively Table
More informationRetail Industry Executive Summary
Mobile Business Intelligence: Better Decisions Anywhere You Do Business Retail Industry Executive Summary Business Intelligence (BI) and Mobility Applications are top priorities for today s retail business.
More informationShhh, Just Put that New Car in My Mailbox Using predictive analytics to understand onlineshopper intent and engage meaningfully
point of view Shhh, Just Put that New Car in My Mailbox Using predictive analytics to understand onlineshopper intent and engage meaningfully Acxiom Corporation 601 E. Third, Little Rock, AR 72201 www.acxiom.com
More informationThe Data Management of Things
The Data Management of Things THE IMPLICATIONS OF IOT FOR DATA ANALYTICS The Internet of Things (IoT) is placing new demands on data storage, networking, processing and analytics. For end users, vendors
More informationHP Location Aware. Datacon, HP Retail Solutions Christian F. Dupont / October 14, 2014
HP Location Aware Datacon, HP Retail Solutions Christian F. Dupont / October 14, 2014 Mobility trends in retail Mobility enhances user experience and loyalty and enables customer engagement Trends In-Store
More informationHow To Reinvent The Store Shelf Edge
IN Rethinking Retail Series: Reinventing the store shelf edge in the age of omni-channel shopping STORE E SL Product $4.99 Reinventing the store shelf edge in the age of omni-channel shopping The meteoric
More informationSmart Mobility Platform for Retailers
Solution Brief Smart Mobility Platform for Retailers Drive Traffic, Loyalty, and Sales with Effective, Easy-to-Manage Mobility Solutions At A Glance Aerohive solutions for retail provide a range of mobility
More informationWhy Retailers Need an In-Store Mobile Strategy
Why Retailers Need an In-Store Mobile Strategy AN INTERVIEW WITH: Dave Sikora Founder and CEO, Digby May 11, 2010 Digby is a provider of mobile commerce and marketing solutions for retailers. The company
More informationDeIC Konference 2015. Ib Hansen: ibhansen@cisco.com. Oktober 2015
DeIC Konference 2015 Ib Hansen: ibhansen@cisco.com Oktober 2015 Agenda App Development How to wake and App, based on location What to display in the App, based on location Location Deployment for Apps
More informationEnabling actionable business intelligence in an Aruba Mobility Network environment
BUSINESS WHITE PAPER Enabling actionable business intelligence in an Aruba Mobility Network environment TABLE OF CONTENTS 1 Executive overview 2 An overview of the opportunity 2 Building out a complete
More informationWWW.WIPRO.COM THE INTERNET OF THINGS. HARMONIZING IoT FOR RETAIL. Kuru Subramaniam
WWW.WIPRO.COM THE INTERNET OF THINGS HARMONIZING IoT FOR RETAIL Kuru Subramaniam Table of contents 01 Abstract 01 Introduction 02 Where Are We Headed? 02 What Does IoT Mean for Retailers? 03 Getting the
More informationWeb vs. Mobile Analytics
Web vs. Mobile Analytics What web analytics won t tell you about your mobile customers May 2013 Medio, Inc. One Convention Place 701 Pike Street, Suite 1500 Seattle, WA 98101 www.medio.com 206.262.3700
More informationDriving Service Efficiency and Customer Engagement with In-Store WiFi
Driving Service Efficiency and Customer Engagement with In-Store WiFi Once seen as a threat to brick-and-mortar retailing, smartphoneassisted shopping has proven to be a significant contributor to in-store
More informationMobile Apps for Retail and Entertainment
Mobile Apps for Retail and Entertainment MAS 490: Theory and Practice of Mobile Applications Professor John F. Clark Smart and Mobile The Gartner Group predicts that 40% of the total mobile handset market
More informationSMARTPHONES & BIG DATA. Daniel Nelson Head of Enterprise Development, Braintree @DanielROINelson daniel.nelson@braintreepayments.
SMARTPHONES & BIG DATA Daniel Nelson Head of Enterprise Development, Braintree @DanielROINelson daniel.nelson@braintreepayments.com TODAY WE LL COVER 1. Why smartphones represent a significant enabler
More informationMOBILE PAYMENT SECURITY: BLE OR NFC
NEW SCIENCE TRANSACTION SECURITY ARTICLE MOBILE PAYMENT SECURITY: BLE OR NFC SUMMER 2014 UL.COM/NEWSCIENCE NEW SCIENCE TRANSACTION SECURITY OVERVIEW From research on the latest electronic transaction security
More informationRetail Analytics: What s In-Store?
Retail Analytics: What s In-Store? THIS STUDY IS BASED ON A SURVEY OF 124 EXECUTIVES FROM GLOBAL RETAIL CORPORATIONS. IT EXPLORES THE INTERESTS, NEEDS AND PLANS OF THOSE EXECUTIVES FOR USING IN-STORE ANALYTICS.
More informationHow do you compare with mobile leaders? Adobe Mobile Marketing Survey
How do you compare with mobile leaders? Adobe Mobile Marketing Survey How do you compare with mobile leaders? Table of contents 1 Introduction 2 Summary of insights 3 Marketing owns mobile 4 A mobile strategy
More informationCaptivate Your Mobile Customers
Why Partner with Smith Micro? A 30-year track record in robust software development and reliable commercial deployments: Engaging Customers in Context Mobile devices have become engrained in our daily
More informationHow to keep your Customers Happy using Beacons 1. Beaconstac
How to keep your Customers Happy using Beacons 1 Beaconstac Contents: Why beacons hold the key to enhanced customer engagement...3 5 verticals that are benefiting from beacons (other than retail!)...4
More informationUsing ibeacon Solutions for Retail. Prepared by BestFit Mobile, Winter 2013
Using ibeacon Solutions for Retail Prepared by BestFit Mobile, Winter 2013 TABLE OF CONTENTS 1 Introduction 2 Changes in the Retail Experience Re-engaging Customers with Bluetooth 3 Critical Challenges
More informationModern In-store Analytics Hold the Key to Unlocking the Business
Whitepaper INTRODUCTION TO THE IN-STORE SALES FUNNEL Modern In-store Analytics Hold the Key to Unlocking the Business Potential in Bricks-and-mortar Retail Table of contents 1. Introduction 2. Analytics
More informationCopyright 2014 Nodify, Inc. Nodify Analytics and Proximity Marketing
Copyright 2014 Nodify, Inc Nodify Analytics and Proximity Marketing Nodify An integrated real-time system for measuring all smartphone traffic at a retail location with ability to engage customers with
More informationEnterprise Mobility Services. Market Opportunity for Mobile Service Providers
Enterprise Mobility Services Market Opportunity for Mobile Service Providers Prepared by: Greg Collins Founder & Principal Analyst Exact Ventures, Inc. www.exactventures.com January 2013 TABLE OF CONTENTS
More informationSoftware and Data Are Reshaping the Advertising Market
THOUGHT LEADERSHIP Software and Data Are Reshaping the Advertising Market APR 2016 Scott Denne, Analyst Matt Mullen, Senior Analyst, Social Business The growth of digital media and mobile connectivity
More informationImproving The Retail Experience Through Fast Data
A Forrester Consulting Thought Leadership Paper Commissioned By TIBCO Software February 2016 Improving The Retail Experience Through Fast Data Overview Customers expect better-individualized experiences
More informationMarketing ROI and Location Data
Marketing ROI and Location Data A look at current and emerging practices in leveraging Mobile Location Data for marketing attribution and ROI FEBRUARY 2015 2015 Interactive Advertising Bureau This document
More informationWeb and Application Hosting 2015
MARKET FORECAST Web and Application Hosting 2015 SEP 2015 Liam Eagle, Senior Analyst, Service Providers Web and application hosting, a mature IT market, is facing changes to the variety of services on
More informationWhite Paper. Retail Made Personal. Make the shopping experience personal, relevant, and profitable
White Paper Retail Made Personal Make the shopping experience personal, relevant, and profitable Executive Summary For retailers, the goal is attracting, keeping, and upselling loyal customers. Today,
More informationAgenda Overview for Digital Commerce, 2015
G00270685 Agenda Overview for Digital Commerce, 2015 Published: 18 December 2014 Analyst(s): Jennifer Polk Marketing is making a greater impact on, and taking more responsibility for, digital commerce.
More informationProximity Marketing Privacy Considerations
Proximity Marketing Privacy Considerations Proximity Marketing Commercial in confidence HOP Commercial Ubiquitous in confidence S.L. 2015 www.hopu.eu HOP Ubiquitous Page S.L. 1 2015 Dr. Antonio J. Jara
More informationMobile Apps and Your Business Why You Really Need an App for That. Presented by Genia Stevens, MBA Managing Partner, Belwah Media www.belwahmedia.
Mobile Apps and Your Business Why You Really Need an App for That Presented by Genia Stevens, MBA Managing Partner, Belwah Media www.belwahmedia.com Key Takeaways: 1. How businesses are creating mobile
More information<Insert Picture Here> From Overload to Impact: An Industry Scorecard on Big Data Business Challenges
From Overload to Impact: An Industry Scorecard on Big Data Business Challenges July 17, 2012 Contents Introduction 3 Methodology 4 Key Take Aways 5 Findings 6 Industry Opportunities
More informationDigital INCITE introduces its WiFi analytics platform
Capture On-site sensors to capture individual mobile users coming in and out of a premise using active or passive hotspots. Analyse Powerful software analytics to capture footfall, dwell time, re-occurring
More informationSmartphone Marketing
Smartphone Marketing Mobile Marketing Platform We now offer an affordable but sophisticated smartphone marketing solution. It focuses on location based technology, revenue, rich push messaging and user
More information4.5% 2014 Digital Marketing Optimization Survey results > 4.5% Top lessons learned from the leaders
2014 Digital Marketing Optimization Survey results Top lessons learned from the leaders Table of contents 1: Introduction 2: Five lessons from the top 20% #1: They test to make decisions 3: #2: They put
More informationFive Questions to Ask Your Mobile Ad Platform Provider. Whitepaper
June 2014 Whitepaper Five Questions to Ask Your Mobile Ad Platform Provider Use this easy, fool-proof method to evaluate whether your mobile ad platform provider s targeting and measurement are capable
More informationMOBILE BUYER SURVEY 2014. February 25, 2014. Rubicon Project All Rights Reserved
February 25, 2014 Rubicon Project All Rights Reserved buyers EXECUTIVE representing SUMMARY more than 100,000 globally. Global mobile advertising spending is forecast to reach $18 billion in 2014, and
More informationData Platforms and Analytics Market Map 2016
MARKET MAP Data Platforms and Analytics Market Map 2016 APRIL 2016 Matt Aslett, Research Director, Data Management & Analytics Krishna Roy, Senior Analyst, Data Platforms & Analytics James Curtis, Senior
More informationHyper-Personalization with MNO Subscriber Data
Hyper-Personalization with MNO Subscriber Data Approaches and Recent Trends Regarding the Use of MNO Data for Hyper-Personalization By Zach Cohen, Shahzad Zia and Carly Christian Private and public-sector
More informationHow To Improve Your Airport Experience
Building Connected Airports that Enhance Customer Experience, Improve Operations and Drive Revenue Travelers Expectations Shift, Forcing Airports to Reevaluate How They Collect and Share Day-of-Travel
More informationIknaia Asset and Personnel Tracking Management System for the Construction Industry
Iknaia Asset and Personnel Tracking Management System for the Construction Industry Introduction The UK construction industry accounts for over 7%* of the UK s Gross Domestic Product and employs over two
More informationE-commerce: Competing the Advantages of a Mobile Enterprise
Addressing the Challenges of Going Mobile Mobile Data Collection Using COMMANDmobile Table of Contents Introduction... 3 Challenges of Going Mobile... 4 Existing Infrastructures... 4 Configuration Management...
More informationIknaia Asset and Personnel Tracking Management System for the Healthcare Industry
Iknaia Asset and Personnel Tracking Management System for the Healthcare Industry July 2014 Introduction Trying to find your way around a large hospital or locating a high-value medical device such as
More informationThe Complete Guide to CUSTOM FIELD SERVICE APPLICATIONS
The Complete Guide to CUSTOM FIELD SERVICE APPLICATIONS Copyright 2014 Published by Art & Logic All rights reserved. Except as permitted under U.S. Copyright Act of 1976, no part of this publication may
More informationCloud Management Platform Market Map 2016
MARKET MAP Cloud Management Platform Market Map 2016 MAY 2016 William Fellows, Research Vice President A cloud management platform should operate like a cloud Uber app for IT consumption and delivery that
More informationUser Manual. NETGEAR, Inc. 350 East Plumeria Drive San Jose, CA 95134, USA. December 2014 202-11380-01
User Manual December 2014 202-11380-01 NETGEAR, Inc. 350 East Plumeria Drive San Jose, CA 95134, USA Support For product updates and web support, visit http://support.arlo.com. Trademarks NETGEAR, Inc.
More informationWHITE PAPER Analytics for digital retail
WHITE PAPER Analytics for digital retail Introduction The advent of organized retail propelled businesses to reach out to a wider spectrum of consumers in an effort to increase market share. This gave
More information2016 Trends in Enterprise Mobility
PREVIEW 2016 Trends in Enterprise Mobility OCT 2015 Chris Hazelton, Research Director Brian Partridge, Vice President Raúl Castañón-Martínez, Senior Analyst Rich Karpinski, Principal Analyst Sheryl Kingstone,
More informationTransforming the Store Experience with Cisco Retail Solutions
Transforming the Store Experience with Cisco Retail Solutions A key goal for today s retailer is to become a true omnichannel business. Crossing the boundaries of digital and physical retail environments,
More information