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TRANSFORM IN THE SPOTLIGHT WEBINAR: BEACONS

•  Presenter: Joe Tarragano

Retail Director, Transform

•  Presenter: Dave Wood

Technology & Innovation Director, Transform

Please Note:

•  You can submit any questions using the webinar panel on the RHS of your screen

•  Please answer the poll question if you can

•  This webinar is being recorded

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TRANSFORM’s IN THE SPOTLIGHT SERIES

•  Keeping you current on multi-channel innovations in retail, financial services and beyond

•  De-mystifying the jargon, cutting through the hype

•  Real world examples and applications

ALWAYS GROUNDED IN THE CUSTOMER EXPERIENCE

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WHO ARE TRANSFORM?

•  14 year old digital & multi-channel consultancy, working with clients to deliver customer-centred change for commercial benefit

•  Bringing together 100+ experts with cross-sector expertise

•  Strategy, design and delivery •  Innovation, creativity and rigour •  Part of The Engine Group

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TODAY’S WEBINAR

•  What is this beacon technology? –  But what about NFC?

– Must it be beacons?

•  Why do I care?

•  Who’s really using it •  Caution needed

•  So what?

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ONE: WHAT IS THIS BEACON TECHNOLOGY?

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WHAT IS A BEACON?

•  A beacon broadcasts a signal (not content) that bluetooth 4.0 devices (eg your phone) can receive

•  With 3 of them, the receiver can trilaterate its location and tell the beacon where it is

•  Beacons (3 for £100) are simple

–  The phone doesn’t have to “pair” or login ­ But you must have an app that does something

with the signal

IMAGE: REIGN DESIGN

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SO WHAT’S AN iBEACON?

Airfy Hot Spots

•  Beacons are 8 years old

•  The “iBeacon” is a set of services enabling an iOS7 device to receive & act upon a beacon’s signal

•  Apple is not the only beacon manufacturer

–  But including support in iOS made headlines

–  Others include Estimote, Paypal, Samsung, Qualcomm, Glimworm

–  Now available in colours & branded

–  Apple has published its iBeacon spec for app developers

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WHAT IS BLUETOOTH LOW-ENERGY?

•  Bluetooth low-energy (BLE) –  Requires iOS7 and Android 4.3

–  It’s not always on, though it’s a minimal drain on batteries

•  Unlike GPS, it works indoors and doesn’t require 3G or Wi-Fi –  Though any delivery of content (i.e.

the real value) does

IMAGE: ARIEL ZAMBELICH/WIRED

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HOW DOES IT RELATE TO NFC?

IMAGE: PYRIM TECHNOLOGIES

•  “Near Field” in practice means around 4cm proximity

•  BLE receives while NFC transmits: the user and phone must be actively checking-in with BLE

•  iPhone does not support NFC

•  Beacons broadcast to many

•  Beacons need batteries (yearly)

•  NFC contact is user controlled

•  NFC at POS is now widespread

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ARE BEACONS THE ONLY SOLUTION?

•  Tesco is using facial recognition –  Others adjust for ethnic mix

•  Phillips has developed light based tracking

•  Disney’s MyMagic+ is RFID based

•  Wi-fi enables similar triangulation but requires logging in

•  CCTV enables it, but is not a messaging system

IMAGE: ARIEL ZAMBELICH/WIRED

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TWO: WHAT ARE THE RETAIL APPLICATIONS?

•  MARKETING

•  JOURNEY ANALYSIS •  EXPERIENCE SUPPORT

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MARKETING APPLICATIONS

PUSHED OFFERS

IMAGE: INSIDE MOBILE APPS

PERSONALISED OFFERS FROM COLLEAGUES

IMAGE: VSR

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• Footfall tracking

• Dwell type and colleague support for customers

JOURNEY ANALYSIS

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EXPERIENCE SUPPORT

GUIDED SHOPPING, SHOPPING LIST REMINDERS AND STORE LAYOUTS

IMAGE: UX MAG

FRICTIONLESS PAYMENT

IMAGE: PAYPAL

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EXPERIENCE SUPPORT

CLICK & COLLECT SUPPORT

IMAGE: BSMINFO

VIP’ING & CLIENTELING

IMAGE: RETAIL WEEK

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THREE: WHO’S ACTUALLY USING THEM?

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BEACONS IN RETAIL

Macy’s NY and SF stores

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BEACONS IN RETAIL

Image courtesy of @lynxman on flickr.com

254 Apple stores

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BEACONS IN RETAIL

Image courtesy of @Crishyson90 on flickr.com

100 Safeway stores

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BEACONS IN RETAIL

Image courtesy of @JeepersMedia on flickr.com

100 American Eagle stores

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BEACONS IN RETAIL

Alex and Ani claim 75% engagement with content

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BEACONS IN RETAIL

Image courtesy of @Moyan_Brenn on flickr.com

A Parisian shopping mall

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BEYOND RETAIL – BEACON EXAMPLES

Image courtesy of @Fall-Line on Flickr.com

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BEYOND RETAIL – BEACON EXAMPLES

THE CES SCAVENGER HUNT

IMAGE: ROGER CHENG/CNET

EXACT EDITIONS IMAGE: THE LITERARY PLATFORM

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BEYOND RETAIL – BEACON EXAMPLES

PKPKT PICKPOCKETING GAME IMAGE: INSIDE MOBILE APPS

TULPENLAND RICH MEDIA

IMAGE: TULPENLAND

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BEYOND RETAIL – BEACON EXAMPLES

MAJOR LEAGUE BASEBALL

IMAGE: ROGER CHENG/CNET

THE RUBENS HOUSE EXPERIMENT

IMAGE: ESTIMOTE

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BEYOND RETAIL – BEACON EXAMPLES

WESTPAC COUPONING IMAGE: RAWSTORY

CRISPY BACON…

IMAGE: BEEKN

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FOUR: DON’T JUMP IN WITH BOTH FEET

•  People don’t have BLE turned on today

•  Only Android 4.3+ supports BLE

•  Frictionless payment is a long way off

•  Privacy issues need to be tackled •  NFC is a distinct and powerful set of

technologies •  The implications for content

strategy + maintenance are big IMAGE: UNURTH

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FIVE: THE TRANSFORM VIEW

Beacons (not iBeacons) will

massively enrich the customer experience for organisations whose apps get downloaded

Causing new analytical behaviours & skills to be developed and existing content capabilities to be overloaded while those aggressively push marketing will die

and disruptive new innovations will spring up rapidly so organisations should test and learn

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MORE IN THE SPOTLIGHT EVENTS COMING SOON

•  INNOVATION EVENT –  London

–  Drinks and networking to follow

GET IN TOUCH FOR MORE DETAILS VIA events@transformUK.com

•  WEBINAR: 3D PRINTING –  Using GoToWebinar

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QUESTIONS?

Joe Tarragano

Retail Director

E: joe.tarragano@transformuk.com

M: 07876 882 544

Dave Wood

Director, Development & Technology

E: dave.wood@transformuk.com

M: 07739 088252