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Get smart with LED lighting.New LED indoor positioning systems bring the power of GPS indoors. Special Visible Light Technology senses the shopper’s location and transmits information to a mobile app, providing in-store way-finding, product information and a seamless retail experience.

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This is Matthew. Back in his 20s when he got his first job in lighting, Matthew wasn’t looking for a challenging career. He was looking for a paycheque. What he got was a surprise.

“I thought ‘You screw in the light bulb and flip the switch – how challenging could it be?’” It didn’t take long for Matthew to find the humbling answer to that question: very challenging.

Matthew dove in and started learning about the industry. More than 20 years later, he’s still learning. A few years ago, he enrolled in the Illuminating Engineering Society’s program and ploughed through a textbook nearly a foot thick to earn his lighting certification.

Today, as a Lighting Certified specialist with Westburne’s Energy Solutions team, Matthew helps his clients find renewable energy and lighting solutions. Increasingly, the scope of what ‘lighting solution’ means is growing. Sometimes it’s fixtures, but it also means sensors, daylighting, data gathering and more. “We’re at the point where you can do almost anything with light,” he says.

Being in a field defined by innovation is what Matthew likes best about his work. It’s one of the reasons he’s excited to provide Philips Lighting products to clients – as one of the industry’s great leaders, they provide lighting solutions that are well ahead of the curve. Just like Matthew.

He’s here to help.M A T T H E W M C N A M A R A , L C E N E R G Y S O L U T I O N S S P E C I A L I S T W E S T B U R N E \ B U R N A B Y

Bright solutions for retail.Indoor positioning systems let retailers guide customers to exactly what they’re looking for, delivering a customized, mobile-enabled shopping experience. These systems use energy-saving LEDs to track location and transmit information to a shopper’s smartphone. Using an app, shoppers can pinpoint their position – even in the biggest of big-box stores – and get detailed directions to the product they need.

Smart retailers cater to smartphone shoppers.Nearly eight of every 10 shoppers turn to their smartphone while shopping in-store. Studies show it’s a trend that will continue to grow as the Millennial generation – today’s 20- and 30-year-olds – take centre stage. Indoor positioning systems allow retailers to capitalize on smart phone shoppers and provide a personalized and responsive experience for each customer, at every touch point, anywhere in the store.

Westburne can help.Todays LEDs don’t just illuminate, they gather and send data. They market and direct and communicate. That’s complex. At Westburne, we know it helps to have a partner to integrate cutting edge technologies. It’s why we work with our customers from beginning to end, offering service, support and expertise throughout the process. It’s also why we work with seasoned industry trailblazers like Philips for innovative lighting projects.

WHAT

WHY

HOW

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INDOOR POSITIONINGWhat it is:The days of shoppers endlessly roaming through the grocery store in search of tinned artichokes or toothpaste are numbered. Indoor navigation systems mean retailers can use the shopper’s own mobile devices to direct customers to the exact location of the product they want.

These positioning systems work like indoor retail GPS systems, providing an in-store tool to shoppers and valuable information to retailers.

How it works:There are other types of indoor positioning systems – WiFi and Bluetooth – but Visible Light Communication (VLC) is the most accurate of the three, bringing customers to within a foot of their desired location. Simply put, VLC works like this:

1 VLC location systems use the LED fixtures that light the store as location markers.

2 Each LED fixture in the store emits a unique code in the form of imperceptible light pulses.

4 The app software analyses the data and provides precise, real-time information about the shopper’s location in the store.

3 The shopper’s smartphone camera detects the pulses and transmits information to a store app.

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What it does The app translates this data to provide a range of location-based services, such as way-finding, product finding and personal coupons, that make shopping more interactive, personalized and enjoyable. Indoor positioning also gives retailers information about movement through the store to help them assess shopper traffic/routing.

Some indoor navigation systems, such as the Philips Indoor Positioning System, also feature Bluetooth Low Energy beacons in the LEDs. These beacons provide in-pocket notification and tracking of the customer path, even when a phone is stowed away. That means, a smartphone in the pocket of a customer will buzz, for example, if they’re walking past the item they were looking for.

Indoor positioning: The right direction for retailIn 2015, industry leader, Philips launched a study of location-based services among 3,000 shoppers. They wanted to find out what shoppers value in retail store apps and what location services these apps should feature. Here’s what they found out:

› Retailers can build brand loyalty by offering personalized, ‘right place, right time’ location-based services to shoppers.

› By using location-based services, retailers can tap into the power of store apps, which improve the shopping experience and enable more efficient store operations.

› Among the grocery store shoppers, those surveyed preferred location-based services that help them to save time or money. This group also indicated that they like reward-based ‘gamification’ that added an element of fun to the shopping experience.

› In the DIY segment, shoppers preferred location-based services that help them to get the right product, good assistance and advice.

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BENEFITS More and more shoppers are demanding a connected in-store experience. Visible Light Communication location-based services are quickly becoming the obvious choice among retailers for customer connectivity. Here’s why:

1Easy to implementLED-based indoor positioning technology is easy to scale, accurate, and doesn’t require additional investments beyond the light fixtures themselves, which offer major energy savings.

2Shopper convenienceIndoor positioning can make a shopper’s journey more enjoyable and efficient, which means they’re more likely to come back again. App features that support shopper convenience can include:

› Shopper location› Product information› Product location› Optimal routes› Signal for store assistance

3Shopper engagementIt’s no surprise that engaged shoppers spend longer in the store and spend more money while they’re there. App features that help retailers to engage shoppers can include:

› Location based promotions› Prompts for “promotions around me”› Product information› Product inspiration/ideas› Social experiences such as surveys, reviews,

and games.

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4Staff and store efficiencyIndoor positioning can help retailers because staff can use the app to organize and locate merchandise. The technology can deploy employees directly to a customer looking for help or to a location requiring urgent attention, such as a spill or malfunctioning equipment. Helpful staff efficiency features include:

› Product finding› Re-stocking› Order picking/routing› Shelf compliance› Product information

5Data analyticsRetailers can use location data generated by indoor positioning to assess in-store traffic patterns, promotion and coupon usage and the effectiveness of store layout and merchandising strategies.

Smart marketing.Why should bricks and mortar stores concern themselves with online shoppers? Because they’re the ones in the store.

A study carried out by Google in 2013 found that 79 percent of US smartphone owners are ‘smartphone shoppers’, using their phones to support their shopping while in-store. Today’s shoppers demand a convenient, contextually relevant shopping experience. Experts say mobile services like indoor positioning systems are critical to building customer loyalty.

According to the 2015 annual retail survey by technology giant, Cisco, a whopping 55 percent of shoppers said they will use retailer apps like the ones supported by the Philips Indoor Positioning System. It’s a trend industry analysts expect to increase as the Millennial generation

– today’s young adults in their 20s and 30s – take centre stage. Already a significant force today, this digital generation is projected to represent 30 percent of total retail sales in the US by 2020.

79%of US

smartphone owners are ‘smartphone

shoppers’

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Cat No. WP18-201607-2021

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