BEACONS IN E-COMMERCE – how to use them and achieve success презентация

going online

34% consumers use online information before buying offline

51% consumers use mobile devices

Source: Deloitte Report - The Omnichannel Opportunity, 2013

than regular buyers

They are influenced by

63% consumers use multichanneling when they shop and they spend more than £100 in average

ONCE PER WEEK

Share in retails – more than 70%

They buy non-food articles

They use multichanneling more often

Visits in the real shop

Opinions, price comparison sites

Mobile apps

Social Media, blogs

research and online shopping

offline

online

offline + research during the shopping

offline + research online BEFORE the shopping

ROPO

after the check-in

Source: Swirl Networds, 2013

SMARTPHONE DURING SHOPPING

Finding local shop
Taking a picture of the product
Price comparison
Scanning the barcode of the product
Localization and local offers
Online opinion research
Information about the product - research

with other mobile devices equipped with the suitable application. It is based on the Bluetooth 4.0 Low Energy.

It allows you to communicate and locate devices even in closed spaces with an accuracy of several centimeters.

BEACON TECHNOLOGY

solutions are quite frequent. Companies like Estimote, Roximity, Twocanoes offer beacons ready to go.

Price of a Beacon device depends on the manufacturer. It is +/- 10-50 USD per unit.

BEACON TECHNOLOGY

on Facebook

2. She sees that her friend downloaded the fashion app from the store X, her favorite brand of clothes and she received a 25% discount on additional purchases of products of this brand

3. Joanna also wants to have a discount, so she downloads the application.

4. She receives 30 points as a reward for installing the application. In addition, the application informs her up to date on current news and promotions, so Joanna is happy.

APPLICATION SCENARIO

the city.

7. On the way she passes by various shops, but do not shop.

8. Passing salon "Pull & Bear" she receives a notification on her smartphone.

APPLICATION SCENARIO

It turns out that today is the promotion of "-25% on dresses" in her favourite shop X.

11. She looks up and she stands in front of the entrance to the shop X .

12. She clicks on the notification and goes to the store to see what dresses are in promotion.

APPLICATION SCENARIO

to buy it.

14. At the checkout she notices that she can register her purchase in the application and receive more points.

15. Joanna scanns the code and receives more points on her account.

APPLICATION SCENARIO

a nice dress at a promotional price and earns on the purchase a large amount of points.

APPLICATION SCENARIO

to the product which is stationary.

UPSELLING

and quickly discover a product at a promotional price, the products from the online wishlist, etc.

STORE NAVIGATION

area.

POINTS FOR ENTERING FITTING ROOM

hers requirments, the application can present alternative products and indicate where they are placed in shop.

ALTERNATIVE PRODUCTS

will be able to respond.

CUSTOMER SERVICE

implemented iBeacons in 254 stores in USA
Safeway and Giant Eagle implemented beacons in 150 stores in USA
American Eagle – implementation in 100 stores in USA
Macy’s - implementation in 2 shopping malls in USA
Superbowl 2014 on the Time Square
Tesco – pilot in store in Great Britain
London Heathrow Airport
SXSW festival
….

BEACON SO FAR

Source: http://mashable.com/2014/03/07/ibeacon-sxsw-2014/

store
Helping customers navigate in the store
Personalization of the advertising messages
Speeding up the process of receiving the order from store (system check-in)
Up-selling (suggesting complementary products)
Creating a heatmap of the shop (the most popular places)
Collecting information about consumer behavior
Speeding up the purchasing process - with the integration of the payment system

Building customer loyalty through:

Strengthening modern brand image
Personalization of the advertising messages
Facilitating the purchase process
Improving the user experience

POSSIBILITIES

program based on multi-channel (with the support of beacon technology)
Concept creation of acquiring data on consumer behavior in multi-channel (with the support of beacon technology)
Conducting a pilot study with users in one of the establishments using the prototype of the loyalty program and beacon,
Creating a loyalty program and the application supporting action beacon in stores
Designing sources of data on consumer behavior.

WHAT NEXT?