proximity – the future of consumer engagement

“Proximity”The Future of Consumer Engagement

David C. Winegardavid@ibeacon.fi

+358 41 535 1674bit.ly/dwinfin

Customer Engagement is at a Crossroads

…the FUTURE IS Proximity

Data overload means people are less engaged with the brand

PROXIMITY is about Relevancy

•Proximity is Preemptive •Preemptive information is information with relevancy.

Relevancy drives ACTION

It’s a Hard Trend

Case – Sensoro – China Chow Tai Fook

Demonstrates the Future Potential

237 (~10%) Stores Covered 24,694 vouchers claimed and

20,562 (>83%) redeemed.• Result: 16 million US$ revenue• Key finding – put the user in charge (~4,76 shakes per user)

•2016 – Sensoro Expands deploying 110.000 iBeacons covering public and private spaces.

THE NEXT WAVE

Proximity based Chatbotstelegram.me/Helsinki_bot

NO APP

No problem

Wallet is the Answer

Open a channel to the customers that

is also proximity triggered

Augment with new offers

notified by push. Reminded by

Beacons and/or Geo-coding

• Men’s Warehouse (USA) – One of the first to use already in 2013• Used email and traditional media always including the “download to Wallet” offers

Real World Cases

ResultMobile offers outperformed traditional by 10XOffer redemption was up by 166%Average order up by 35%

• World’s largest retailer of beauty products.

• 80% of their customers added their “Beauty Inside” card to their mobile Wallet.•Result• Wallet users spend 2x more

annually and buy twice as often

Sephora

Opportunity is now

• Early adapters lock in customers• Proximity needs to be part of the marketing mix• People are waiting for future – Why not give it to them

“Proximity”The Future of Consumer Engagement

David C. Winegardavid@ibeacon.fi

+358 41 535 1674