How Smart Lighting Can Improve Indoor Location

Nathan Pettyjohn Gerben van der Lugt

Place Conference, 21 September 2016 | Chicago

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Why 30 cm Matters

Aisle411 Snapshot

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Indoor Mapping | Location |Analytics |Augmented Reality

14,000 + indoor mapping venues deployed 3.7 Million UPCs 18.9 Million Sub-Aisle locations mapped

Aisle411 Customers

SDKs, indoor mapping, indoor location & analytics solutions

Retail Stores, Airports, Offices, Museums, Convention Centers, Industrial and Warehouse

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Aisle411 Ranked #2 Globally for Indoor location, Analytics and Advertising

aisle411 2016 - Confidential

Combining the power of Aisle411 and Philips

2 meters vs. 30 cm location + orientation accuracy means everything for shopper merchandising analytics

Every shelf is like a URL

Aisle411 Mapping and Analytics Platform Works with these Location Inputs

1-20 meters

Location based messaging

Beacons Minor hardware install required

Some Passive Analytics

Requires app & Bluetooth on

Most require batteries

10 cm accuracyComputer Vision Mobile-Device Use with augmented reality

Needs proper lighting conditions

No hardware installation

Requires unique mobile device

Requires active user with device up

30 cm accuracy

Active analytics

LED VLC location based messaging

Hardware upgrade required - lights

location based messaging

Requires app and camera

1-3 meters

Active Analytics

Magnetics User needs to be moving

No hardware installation

Requires app

2 meters accuracy

Passive Analytics dwell, path

Computer Vision Sensors

Captures entire audience

Hardware install required

Requires wifi connectivity

No mobile, no app required

2-5 meter accuracyWi-Fi Hardware required, usually existing Most require app running

Why 30 cm location Accuracy Matters

Shelf-space is valuable real-estate to brands selling their products

Brand Marketing & Merchandising

With 100 + UPCs in one aisle, shopper location in centimeters means THE WORLD of difference

Guests can request help from their mobile device, a customer rep. needs to know precise location.

Customer Assistance Navigating to an aisle section

Using in-store behavior to influence at home purchase planningRemarketing

Email, mobile, and online marketing messages influenced by in-aisle behavior at the store

Navigation and location tracking of staff can result in significant labor cost efficiencies

Order Picking 30 cm accuracy becomes a valuable store operations tool

#1 Lighting company worldwide Global scale, serving customers in over

180 countries

Lamps, components, fixtures, controls, software and services

Innovation leader in Connected Lighting Dedicated segment teams for

segment specific innovation

EUR 7.5Billion sales

48%LED sales

33,000+People employed

worldwide in 60 countries

5%+of sales invested in R&D

Philips LightingGlobal leader in lighting

Vision: Light as central nervous system

IP backbone

Location IDs

Central BrainSensors

110.000 nodes Automatic commissioning Remote lighting asset

management Integration in AMS

CityTouch (SaaS)Los Angeles (US)

6.000 IP connected nodes Personal light control through

VLC Real time occupancy and

temperature monitoring Integration in BMS

PoE lightingThe Edge, Amsterdam (NL)

Indoor PositioningCarrefour, Lille (FR)

800 non-connected VLC fixtures

Hyper accurate (

1. use caseDetailed product info1 Use casesDetailed product info

Why lightfor indoor location

A wall-to-wall, powered and accurately mapped infrastructure

Instant (

Carrefour continuesMobile to Connected Trolley

Carrefour, Philips and Mediaperformances Shopping carts outfitted with tablet. Carts

get location from lighting Shopper logs in with loyalty card Mobile app:

- Promotion search - Brand sponsored promotions/

advertisement at the moment of truth

Analytics by Philips

Unraveling the black box of big box

A shopper surveyAmong 3000 shoppers in US, France and Netherlands

Online survey3,000 Grocery and DIY shoppers in US, France and Netherlands. In cooperation with Kantar/TNS

Shop alongsObserving and interviewing shoppers experiencing Philips indoor positioning in the Carrefour hypermarket in Lille, France.In cooperation with Kantar/TNS

InterviewsIn-depth interviews with shoppers in Netherlands on what location based services they like or dislike and why.

Receive personal promotions based on location 74

List promotions close to me

Receive and find good deals.. 66

Hunt for temporary promotions 72

Search for products 64

Get product details 72

Easy price comparison 74

..and add excitement

Search for products

Fast product and price information

Request help 63

Check fastest check-out lane 67

Convenience and efficiency

Selection from top-10 global use cases

Five categoriesof location based services stand out

70

64

73

72

83

80

78

63

4719

2816

2411

Country Currentapp usage

Drive app usagewith location based services

5457

3235

5760

Intended app usage with

location services

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Joint project between Philips and Aisle411 with one of the most innovative retailers in the Middle East.

Wayfinding

Product search/navigation

Price information

Messaging at the moment of truth

aswaaqPhilips and Aisle411

www.aisle411.com www.philips.com/indoorpositioning

How Smart Lighting Can Improve Indoor Location

Place Conference, 21 September 2016 | Chicago

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