This is a review of how a local UK shopping centre, The Swan Centre has implemented proximity marketing using beacons.
A South Coast shopping centre has become first in the UK to use proximity marketing, specifically beacon technology that enables retailers to acknowledge customers’ presence and deliver targeted ads.
The roll out of proximity marketing using beacons allows shoppers inside the centre to receive discount offers from retailers straight to their phones – without having to open an app or browse a website.
Increase customer loyalty
Along with a welcome message, customers entering the centre receive 10 points to their loyalty account, which can be used in conjunction with merchant discount offers. As more retailers join the program, they will receive more retailer-specific promotions.
The frequency and targeting of these messages with be carefully controlled to ensure no single customer is bombarded with messages. The focus is on delivering a relevant message to the consumer while boosting merchant sales. The proximity marketing solution also helps shopping centres and their clients accurately measure footfall figures in real-time.
Proximity marketing using beacons is leading the way
This application of proximity marketing using beacons can also be used for non-promotional activity like way-finding and customer service.
“There’s a real buzz within the retail industry about the potential of location-based technology to help engage with and market services to the public,” said Mark Robinson, investment director at Ellandi, owner of the Swan Centre.
“It offers them the ability to connect with motivated customers and deliver filtered offers and discounts – based location and proximity – directly to their mobile phones. Our merchants are now able to communicate directly with customers and positively influence their spending patterns without having to lift a finger.”
Summary of proximity marketing using beacons
At Airspace we are very interested in seeing how companies, specifically retailers are using the technology. This case study had a very good use for a trial and they clearly understand that one challenge that a shopping centre will face is ensuring that their brands do not bombard the users. Putting rules in place to safeguard against this is a very good idea.
This article also touches on using beacons to guide the user around the shopping centre, a very good use since users are familiar with the GPS on their phone and are happy to follow the screen as they walk around the shopping centre. One thing for the retailer to bear in mind, is to go back, review the data and make changes to enhance the users shopping experience. For example, ensuring that the most frequently searched for item is easily accessible from the app.