Airspaces are proximity marketing zones. When one of your customers walks into one you can engage them directly, via their smartphone.
- Retailers create Airspaces in-store to communicate offers, special events, exclusive inventory, social sharing and more.
- Retail areas like shopping centres and high streets create Airspaces to offer brand advertisers direct access to their customers when they are shopping.
- Venue owners create Airspaces to both engage their audience directly and provide brands with highly relevant audience engagement opportunities.
Airspaces also gather valuable data about customers and their preferences, with a wide range of analytics covering everything from location hotspots to dwell times.
A Private Airspace is used only by the organisation – a fashion brand, cafe chain or perhaps a sporting venue like a football club – for their own proximity marketing.
Usually, the beacons are owned by the organisation (we can supply and maintain the beacons on your behalf). Most chain stores will have at least one-to-three beacons at each location for engaging visitors and possibly more for creating in-store analytics of movement patterns around the store. The location may also use geo-fencing to extend the range of the Airspace so that they can pull passersby into the store or venue.
Private Airspaces aren’t open to advertisers so the retailer has complete control over the engagement, optimisation and insights delivered by the interations with their customer.
Open Airspaces are operated by Airspace on a venue owner’s behalf and Airspace will provide advertising revenue to the owner.
The best way to think of it is a landlord can not only rent out their bricks and mortar property to tenants, but also the air space around the property as well.
This makes Open Airspaces perfect for shopping centre owners and operators, airports, high streets and other shopping locations who are looking for ways to monetise their high footfall through advertising opportunities.
Other public locations where advertisers want to reach consumers include large sports stadia and music venues, both ideal for connecting brands to engaged audiences.
PROXIMITY MARKETING ZONES
A proximity marketing zone is a physical area defined by the range of a BLE Beacon or GPS geo-fence.
BLE Beacons, also often called iBeacons or simply beacons, emit a signal that can be picked up by enabled smartphones up to 70m away and as nearby as less than half-a-metre. It is this latter level of accuracy that means you can identify when someone is in a particular aisle or by a particular clothing rail.
Geo-fences, a geographical regions with an area covered by GPS signals. These satellite-enabled regions can be kilometers wide or simply 100m from a store and can also be picked up by smartphones.
Using both technologies means a venue can create an Airspace that is wide enough to pull someone into store from streets away, and then understand exactly which aisle or even product a customer may be present to.