Proximity Marketing Privacy Considerations
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- Melinda Barnett
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1 Proximity Marketing Privacy Considerations Proximity Marketing Commercial in confidence HOP Commercial Ubiquitous in confidence S.L HOP Ubiquitous Page S.L Dr. Antonio J. Jara HOP Ubiquitous S.L. (CEO) IEEE Communications Society Internet of Things Technical Committee (Vice-chair) [email protected]
2 Mobile Shopping: Services & Benefits Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 2
3 Personalized beacon Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 3
4 Bluetooth Smart & Proximity: How it works Optimized for small bursts of data Impressive battery lifetime (2 years) Range of batteries and configurations Ideal for sensors Proximity-driven technology This allows to monitor for enter and exit region (events) Immediate < 1m < near < 3m < far < 20m < 70m (max) Phones (and tablets) can see what they re close to. Deliver content and experiences to users based on precise proximity to things in the physical world. It s cross-platform: all the major phone platforms have Bluetooth Smart (>250 million devices and growing) Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 4
5 Mobile Shopping: Omnichannel Building Blocks Discover by Proximity Order by Sections Discover products and offers by distance Order by interest matching Organize by categories to focus on the products that you are interested Discover the deals Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 5
6 Mobile Shopping: Omnichannel Building Blocks Explore Organize and visualize what is around Star, Lists, or mesh of products Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 6
7 Mobile Shopping: Omnichannel Building Blocks Welcome Message Special offer or reminder Engage Messages Challenges to invite them to go inside Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 7
8 Mobile Shopping: Omnichannel Building Blocks Loyalty Program Reward customers with loyalty points, and special offers Never miss a note Engage reminding the usage of pending notes / vouchers Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 8
9 Mobile Shopping: Omnichannel Building Blocks Inventory Check inventory from the stores in your neighborhood Get informed if a wish list product is available in the store that you are just walking around Make your online, mobile and physical experience a unique and unified one Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 9
10 Mobile Shopping: Omnichannel Building Blocks Shared CustomerView Wish Lists Potential to make it public Share it Find a wish list Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 10
11 User acceptance Remember de 3Cs: Customer, Customer, Customer Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 11
12 Privacy by design: Responsibility User Experience Benefits Provide values and relevant information in the proper amount (loyalty, notes ) Context Proximity Control Offer located experience with fine control of coverage levels and location-based Opt in Customer choose Allow users to download an App and enable the advertisements that he would like to subscribe Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 12
13 Privacy by design: Platform Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 13
14 Privacy by design: Platform Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 14
15 Contact details Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 15
16 Insight Behaviors analytics Ability to understand unique in-store shopping behavior Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 16
17 Morrisons: Operational Efficiency Dimensions Functions & Benefits Solution Information Technology Analytics, reporting, audit, composition, data sharing and process integration Operational Technology Automation, optimization, performance enhancement and alerts detection Sensor Sensing, user interaction, device management, data modeling, security and monitoring Problems Prevention Data Reuse/share Automation & Monitoring Connectivity & Management Events Forecasting Assets Management Control & Events detection Sensors & Actuators Prevent Monitor Protect Connect Audit Interact Manage OMA LWM2M Applications & Services Sensors Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 17
18 Morrisons: Ambient Monitor (haku) Cloud Connectivity HTTP/CoAP with enhanced security and OMA LWM2M (onem2m) for scalable device management, remote monitoring and interoperability Sensors and operational monitoring Sensing capabilities for monitoring the cold chain and detection of anomalies based on activity (e.g. noise) Proximity Marketing Commercial in confidence HOP Ubiquitous S.L Page 18 Humidity Temperature Activity User interaction Interaction with the customers through the red button, in order to inform about problems, stockout, request help Services Beyond: ibeacon proximity marketing Haku is based on Bluetooth Smart and enabled with ibeacon technology for propagating marketing information to smart phones (ios / Android OS)
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