SlideShare a Scribd company logo
1 of 18
Download to read offline
From Malls to Museums 
How to use beacons in your industry
1 
How to use beacons in your industry 
Kontakt.io and Fosbury 
There is a wide range of potential uses for beacons that can be both exciting 
and overwhelming. To be successful, businesses must understand the 
nuances of their industry, and focus their efforts to give themselves the 
highest chances for success. 
We will review a range of business types, from museums to retail 
organizations, live event venues to restaurants to tell you: 
What you need to know about hardware to effectively interact with 
customers 
Best practices for pushing the right content to consumers 
A case study that discusses how people in that field are already testing 
beacons. 
1. 
2. 
3. 
Live event 
venues 
Retail 
organizations 
Museums 
Restaurants 
and hotels
Kontakt.io and Fosbury 
Live event venues
I'm a live event venue, how can I use beacons? 
Believe it or not, live sporting events still have to compete for the fans 
attention as eyes are glued to phones, and fans take selfies and tweet about 
the game. It’s hard not to shake your head, but this change in generational 
habits represents a huge opportunity for brands. Using iBeacons we can 
recapture fans attention, engage them with relevant and promotional 
content, and provide entertainment to keep them coming back. 
Whether your live events are concerts, sports games, or something else 
entirely, it’s time to win back your audience. For our best practice review, 
we’re going to place beacons at two locations: 
The entrances to your venue 
The aisles where guests walk down to their seats. 
Entrances are a powerful place to capture a guests attention as they enter 
your venue. This is a great time to provide them with engaging content like 
a contest or news about an upcoming special that will happen at halftime 
or intermission of your show. 
IE: “For anyone who can answer all 5 Trivia questions correctly will be 
entered into a raffle to win upgraded tickets, right by the stage!” 
By driving them into your app as they arrive, you can influence customer 
habits for the whole experience. The audience is entertained by the trivia 
game upon entrance, and re-engaged during halftime when the winner is 
announced (which also acts as a promotion for your app). 
A second effective beacon placement would be by the aisles where guests 
walk down to their seats. Separate from the entrance, this can be more 
highly targeted to the seating section. Using the widely available social 
photos, you can show your audience what the stage looked like during the 
2010 Championship game, or when the most recent country or rock artist 
performs from that specific section of the venue. Next, invite them to 
participate by contributing their own photos throughout the night for a 
chance to get featured at future events. 
If you can’t beat them, join them. You’ll likely never get your audience off 
of their phones, but you can engage and entertain them. 
Live event venues 
3 
Kontakt.io and Fosbury 
1. 
2.
Live event venues 
4 
Kontakt.io and Fosbury 
At the Bonnaroo live music festival this year, Kontakt.io beacons were 
placed around the festival grounds and integrated into the Bonnaroo app 
thanks to our friends at Aloompa. While users of the Bonnaroo app 
benefited from proximity based notifications for happenings around the 
event, event organizers also gained new insight into how to improve the 
festival next year: 
Popular apple blog “9to5mac” praised the implementation, saying that, 
“Beacon integration is important and helps with navigation throughout the 
festival site, as well as tracks loyalty to different stages and performers 
during the festival. For Bonnaroo, the data gathered is invaluable — from 
learning what people tend to do right off the bat upon entrance to a festival 
event, to seeing what stages tend to have loyal fans in common, the figures 
gathered by beacons can help shape and streamline the festival in the 
future.” 
Check out the case study of 
the Orlando Magic 
http://www.fosbury.co/case-study/orlando-magic
Out of the data tracked, the following insights were found: 
Most Popular Stage: “What Stage” 
Average length in VIP per person: 102.15 Minutes 
How many total users went inside VIP: 1,980 People 
Number of notifications each device received on average: 12.6 
notifications 
Total number of unique devices who experienced beacons: 20% 
of app installs 
Delivered a total of proximity 97,270 messages to 20% of app 
installs over 4 festival days 
Messages based on over 811,961 observed user events 
Live event venues 
5 
Kontakt.io and Fosbury
Kontakt.io and Fosbury 
Retail organizations
Retail organizations 
7 
Kontakt.io and Fosbury 
I'm a retail organization, how can I use beacons? 
There is more written about ibeacon usage among retailers than any other 
use case. All this available content can feel overwhelming, so we’ll break 
down some of our favorite best practices to maximize your chances for 
success. 
Idenfity Goal: Improve customer experience & increase sales. 
Above all else, retail stores want to increase sales. To do so however 
requires more finesse than blasting customers with 100 coupon codes as 
they walk through the store. Gary Vanyerchuck’s latest book [1], “Jab Jab 
Jab Right Hook” addresses how to convert customers over social media, but 
his theory applies perfectly to placing beacons in your store. Gary says that 
like in boxing, if you try to throw knockout right hooks every time (hard 
selling) you’ll be incredibly ineffective. However if you throw jabs, by 
adding value to the customer experience through engaging content, your 
right hooks will be far more effective. Let’s walk through what some of 
those jabs might look like and how you can create a complete user 
experience that effectively closes sales. 
We’ll place your first beacon at the entrance of the store to welcome 
shoppers. To add value, think about what your specific target customer is 
looking for. If you have a clothing store, your customers might be looking 
for the latest clothes and you can show them pictures and articles from hip 
style blogs. If you sell hobby and home good supplies, provide customers 
with seasonal projects that they can complete with products from your 
store. These are all types of engaging content you can prompt when 
customers enter your store. Moreover, this disassociates the use of your 
app with sales, and therefore makes it less intimidating. 
Next place a beacon in the front of the aisle customers will walk down to 
find their good. Still, we’re going to resist pushing a promotion but add 
more value by presenting interesting content. If you have lamps or other 
lighting for sale, show a video from HGTV on the best way to light a room. 
If you have a shoe section, why not get a laugh out of your customers and 
show them a music video like Paulo Nutini’s song “New Shoes” [2] or Run 
DMC’s “My Adidas”. [3] 
Finally, your customer reaches a specific product section. It’s at this point
Retail organizations 
8 
Kontakt.io and Fosbury 
you should consider promotions, but keeping in mind, “how do I continue 
to add value?” Consider providing customer reviews on products, or expert 
tips on the product of choice along side your coupon. Let them know that 
they’re not only getting a deal, but the product of interest is the best 
available option. 
Points to consider for your Beacon deployment from a hardware 
perspective: 
Your Proximity UUID should generally be the same for all 
Beacons for your organisation. 
Depending on your granularity needs, you could also (using 
our example) have each museum assigned with its own UUID. 
Just remember that UUIDs are meant to identify all the bea-cons 
you own, or at least very large groups of them. 
You have a limit of 20 regions that can be defined for your 
application (this is a current iOS limitation). 
A region can be defined by proximity UUID only, a UUID plus 
Major value, a UUID plus Major and Minor values. You can 
select the level of granularity you need. 
Your app is going to be notified when a user enters or leaves a 
region, so ask yourself at what level you’ll need such notifica-tions. 
We recommend using your Major values to define your 
regions. 
Remember that once you have detected that the user has en-tered 
a region, and focused their attention with a notification, 
your application can start ranging all Beacons in the region 
and provide detailed information back to the user. 
http://www.amazon.com/Jab-Right-Hook-Story-Social/dp/006227306X 
https://www.youtube.com/watch?v=hmbUNF1Q4R8 
https://www.youtube.com/watch?v=dA8DsUN6g_k 
1. 
2. 
3.
Retail organizations 
9 
Kontakt.io and Fosbury 
Check out the case study of 
the Tesco and Waitrose 
http://www.fosbury.co/case-study/tesco-waitrose 
Check out the case study of 
the Walgreens 
http://www.fosbury.co/case-study/walgreens
Kontakt.io and Fosbury 
Museums
Museums 
11 
Kontakt.io and Fosbury 
I'm a museum, how can I use beacons? 
Life is all about context. Paintings for example, hold value not only for their 
beauty, but for their history, the artist who painted them, and the story 
behind them. In 2013, the worlds most famous graffiti artist named Banksy 
opened a sidewalk kiosk in Central Park to sell his work for $60 a piece, and 
hired an unknown person to work it. The kiosk offered art of different 
sizes, including a version of a piece titled “Love is in the Air,” one of which 
sold for $249,000 in auction just a few months before. One version had no 
context and little value to those passing by, one was valued at a quarter 
million dollars. 
Idenfity Goal: Educate and Entertain 
Beacons offer museums an opportunity to provide context to guests like 
never before. Let’s start with the assumption that for your museum, we’re 
going to place a beacon in every main section of the gallery and and that 
visitors to the museum have downloaded an informational app. This allows 
us to focus instead on new ways to educate and entertain those customers. 
To start out with something familiar, let’s start by telling guests more 
details about the exhibit. With beacons, an app can sense exactly where in 
the museum that guest is to provide relevant information. Instead of 
searching through an audio tour for the right section, the app can instantly 
connect visitors to a video highlighting the artists life, and sharing the 
influences for the painting. 
One strong influence on art and science is the time period in which it was 
formed. Beacons could send visitors “Current Events” notifications, 
highlight what was happening in the world during that time. From food 
Check out the case study of 
the Phillips Museum 
http://www.fosbury.co/case-study/philips-museum
Museums 
12 
Kontakt.io and Fosbury 
shortages to gold rushes, the ice age to the renaissance, events of the time 
could provide guests a deeper understanding during their visit. 
Want to increase time spent at your museum? Offer a Museum scavenger 
hunt, with clues that pop up at every corner of your building. Guests will be 
entertained, educated, and spend more time than ever before. 
Museums will have fast customer adoption for beacons because they 
replace known tools that guests are used to. Instead of audio headsets, they 
can use their phones. Instead of searching through a brochure for the right 
exhibit, beacons can pinpoint their location with accuracy.more highly 
targeted to the seating section. 
Beacon identiers in practice 
Previously we covered some implementation basics. So how might that 
affect your Beacon deployment strategy? 
We’re going to look museum group that has a network of four distinct 
physical locations. Beacons are deployed to give visitors a rich interactive 
experience when they enter any of our Museums, and provide users with 
information about individual collections as they approach each exhibit. 
In our Museum Group example, we have assigned a single UUID to the 
Museum group (as they own this particular beacon network). A user’s 
device, can then monitor our four physical locations using this single UUID. 
Our application ‘knows’ when the user has entered (or left) any of the 
museums in the group and notify the user appropriately just by referencing 
the UUID. The major field, tells us which Museum the user is currently in so 
your application can act accordingly – for example by offering event
suggestions, maps, audio guides, or other content. 
The minor field, can be used to identify entire collections within the 
museum, or the individual exhibits within the collection. Your application 
can use this level of granularity to provide tailored information for the 
exhibit, a more detailed gallery map, or perhaps an audio guide through the 
entire exhibit. 
Museums 
13 
Kontakt.io and Fosbury
Kontakt.io and Fosbury 
Restaurants and hotels
Restaurants and hotels 
15 
Kontakt.io and Fosbury 
Restaurants and hotels 
Identify Goal: Offer Superior Customer Service 
There is a unique opportunity for restaurants and other hospitality using 
beacons. Guests at a restaurant expect to be treated with a high level of 
service and appreciate when an employee knows their name, favorite drink, 
and where they like to sit. This aligns perfectly with our goal - to offer 
superior customer service. 
Imagine if a retailer like Walgreens tried to do that with shoppers! I think 
they would be outraged about the invasion of their privacy. At the same 
time, retail stores can use the shopper information to offer targeted 
discounts and promotions which is more of what they expect. 
Instead of creating entirely new experiences, it may be best to simply 
enhance what customers already expect. Another hospitality brand, 
Marriott, has extended known experiences by putting concierge services 
into an app. Integrating beacons in their app is an ideal fit because most 
travelers are actively looking for restaurant recommendations, great local 
bar spots, or things to do. Marriott shared that they will offer, “exclusive, 
localized experiences including food  beverage, golf, and spa deals to 
members.” 
Overall, the positive outlook for both retail and restaurant is that they can 
track the result whatever they try. The analytics that beacons provide, 
allow these brands to track the performance of their efforts and adjust 
accordingly. 
Check out the case study of 
Marriott 
http://www.fosbury.co/case-study/marriott
Restaurants and hotels 
16 
Kontakt.io and Fosbury 
In Frankfurt Germany, Kontakt.io supplied beacons for an 
interestering restaurant implementation in cooperation with out 
friends at CandyLabs. Christian Mook, owner of 5 high-end 
restaurants known as the Mook Group, is testing an application 
using the iBeacon technology, to improve the overall customer 
experience and encourage loyalty. 
Their goal is to learn a diner’s favorite table, exactly how long they 
spend in the restaurant, what dish they order most–and they’ll 
even know when their guest is in the bathroom. 
The app clocks the time guests spend in the restaurant and uses a 
ranking system to reward them for their loyalty - adding a 
“gamification” layer to the dining experience. The more often you 
dine in a Mook restaurant, the higher your ranking gets, and the 
better rewards you recieve. 
Mook says it later hopes to track indoor location, items ordered 
and the amount customers pay— all with an eye toward offering 
new services and improving existing ones.
17 
Kontakt.io and Fosbury 
Thanks for reading 
The complete beacon solution. 
We have everything you need to get 
started, and more. 
www.kontakt.io 
szymon@kontakt.io 
+48 (123) 793-445 
Supercharge your app with 
iBeacon™ functionality 
Create fantastic user experiences 
using our simple online tool 
www.fosbury.co 
drew@fosbury.co 
+1 (512) 270-1512

More Related Content

Viewers also liked (13)

Ciberseguridad. CITIC en el Business TICC 2015
Ciberseguridad. CITIC en el Business TICC 2015 Ciberseguridad. CITIC en el Business TICC 2015
Ciberseguridad. CITIC en el Business TICC 2015
 
SoftENGINE Update - CeBIT Special - 01.2009 - Die Zeitschrift für Freunde und...
SoftENGINE Update - CeBIT Special - 01.2009 - Die Zeitschrift für Freunde und...SoftENGINE Update - CeBIT Special - 01.2009 - Die Zeitschrift für Freunde und...
SoftENGINE Update - CeBIT Special - 01.2009 - Die Zeitschrift für Freunde und...
 
Segurpri Boletin 47 Marzo 2015
Segurpri Boletin 47 Marzo 2015Segurpri Boletin 47 Marzo 2015
Segurpri Boletin 47 Marzo 2015
 
2012ko Urria
2012ko Urria2012ko Urria
2012ko Urria
 
MMML Silvia A S 2013
MMML Silvia A S 2013MMML Silvia A S 2013
MMML Silvia A S 2013
 
Tosferina1
Tosferina1Tosferina1
Tosferina1
 
Examen alumno destacado 2
Examen alumno destacado 2Examen alumno destacado 2
Examen alumno destacado 2
 
Comparativa SmartSheet LeanKit
Comparativa SmartSheet LeanKitComparativa SmartSheet LeanKit
Comparativa SmartSheet LeanKit
 
Test diagnosticos y tratamientos del SFC
Test diagnosticos y tratamientos del SFCTest diagnosticos y tratamientos del SFC
Test diagnosticos y tratamientos del SFC
 
Ch 5 Notes
Ch 5 NotesCh 5 Notes
Ch 5 Notes
 
Kes inspection testing & certification web
Kes inspection testing & certification webKes inspection testing & certification web
Kes inspection testing & certification web
 
Portafolio de estadistica
Portafolio de estadisticaPortafolio de estadistica
Portafolio de estadistica
 
Tourism & Hospitality Security Asia Pacific 2016
Tourism & Hospitality Security Asia Pacific 2016Tourism & Hospitality Security Asia Pacific 2016
Tourism & Hospitality Security Asia Pacific 2016
 

Recently uploaded

Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 

Recently uploaded (20)

Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 

From Malls to Museums: How to use beacons in your industry

  • 1. From Malls to Museums How to use beacons in your industry
  • 2. 1 How to use beacons in your industry Kontakt.io and Fosbury There is a wide range of potential uses for beacons that can be both exciting and overwhelming. To be successful, businesses must understand the nuances of their industry, and focus their efforts to give themselves the highest chances for success. We will review a range of business types, from museums to retail organizations, live event venues to restaurants to tell you: What you need to know about hardware to effectively interact with customers Best practices for pushing the right content to consumers A case study that discusses how people in that field are already testing beacons. 1. 2. 3. Live event venues Retail organizations Museums Restaurants and hotels
  • 3. Kontakt.io and Fosbury Live event venues
  • 4. I'm a live event venue, how can I use beacons? Believe it or not, live sporting events still have to compete for the fans attention as eyes are glued to phones, and fans take selfies and tweet about the game. It’s hard not to shake your head, but this change in generational habits represents a huge opportunity for brands. Using iBeacons we can recapture fans attention, engage them with relevant and promotional content, and provide entertainment to keep them coming back. Whether your live events are concerts, sports games, or something else entirely, it’s time to win back your audience. For our best practice review, we’re going to place beacons at two locations: The entrances to your venue The aisles where guests walk down to their seats. Entrances are a powerful place to capture a guests attention as they enter your venue. This is a great time to provide them with engaging content like a contest or news about an upcoming special that will happen at halftime or intermission of your show. IE: “For anyone who can answer all 5 Trivia questions correctly will be entered into a raffle to win upgraded tickets, right by the stage!” By driving them into your app as they arrive, you can influence customer habits for the whole experience. The audience is entertained by the trivia game upon entrance, and re-engaged during halftime when the winner is announced (which also acts as a promotion for your app). A second effective beacon placement would be by the aisles where guests walk down to their seats. Separate from the entrance, this can be more highly targeted to the seating section. Using the widely available social photos, you can show your audience what the stage looked like during the 2010 Championship game, or when the most recent country or rock artist performs from that specific section of the venue. Next, invite them to participate by contributing their own photos throughout the night for a chance to get featured at future events. If you can’t beat them, join them. You’ll likely never get your audience off of their phones, but you can engage and entertain them. Live event venues 3 Kontakt.io and Fosbury 1. 2.
  • 5. Live event venues 4 Kontakt.io and Fosbury At the Bonnaroo live music festival this year, Kontakt.io beacons were placed around the festival grounds and integrated into the Bonnaroo app thanks to our friends at Aloompa. While users of the Bonnaroo app benefited from proximity based notifications for happenings around the event, event organizers also gained new insight into how to improve the festival next year: Popular apple blog “9to5mac” praised the implementation, saying that, “Beacon integration is important and helps with navigation throughout the festival site, as well as tracks loyalty to different stages and performers during the festival. For Bonnaroo, the data gathered is invaluable — from learning what people tend to do right off the bat upon entrance to a festival event, to seeing what stages tend to have loyal fans in common, the figures gathered by beacons can help shape and streamline the festival in the future.” Check out the case study of the Orlando Magic http://www.fosbury.co/case-study/orlando-magic
  • 6. Out of the data tracked, the following insights were found: Most Popular Stage: “What Stage” Average length in VIP per person: 102.15 Minutes How many total users went inside VIP: 1,980 People Number of notifications each device received on average: 12.6 notifications Total number of unique devices who experienced beacons: 20% of app installs Delivered a total of proximity 97,270 messages to 20% of app installs over 4 festival days Messages based on over 811,961 observed user events Live event venues 5 Kontakt.io and Fosbury
  • 7. Kontakt.io and Fosbury Retail organizations
  • 8. Retail organizations 7 Kontakt.io and Fosbury I'm a retail organization, how can I use beacons? There is more written about ibeacon usage among retailers than any other use case. All this available content can feel overwhelming, so we’ll break down some of our favorite best practices to maximize your chances for success. Idenfity Goal: Improve customer experience & increase sales. Above all else, retail stores want to increase sales. To do so however requires more finesse than blasting customers with 100 coupon codes as they walk through the store. Gary Vanyerchuck’s latest book [1], “Jab Jab Jab Right Hook” addresses how to convert customers over social media, but his theory applies perfectly to placing beacons in your store. Gary says that like in boxing, if you try to throw knockout right hooks every time (hard selling) you’ll be incredibly ineffective. However if you throw jabs, by adding value to the customer experience through engaging content, your right hooks will be far more effective. Let’s walk through what some of those jabs might look like and how you can create a complete user experience that effectively closes sales. We’ll place your first beacon at the entrance of the store to welcome shoppers. To add value, think about what your specific target customer is looking for. If you have a clothing store, your customers might be looking for the latest clothes and you can show them pictures and articles from hip style blogs. If you sell hobby and home good supplies, provide customers with seasonal projects that they can complete with products from your store. These are all types of engaging content you can prompt when customers enter your store. Moreover, this disassociates the use of your app with sales, and therefore makes it less intimidating. Next place a beacon in the front of the aisle customers will walk down to find their good. Still, we’re going to resist pushing a promotion but add more value by presenting interesting content. If you have lamps or other lighting for sale, show a video from HGTV on the best way to light a room. If you have a shoe section, why not get a laugh out of your customers and show them a music video like Paulo Nutini’s song “New Shoes” [2] or Run DMC’s “My Adidas”. [3] Finally, your customer reaches a specific product section. It’s at this point
  • 9. Retail organizations 8 Kontakt.io and Fosbury you should consider promotions, but keeping in mind, “how do I continue to add value?” Consider providing customer reviews on products, or expert tips on the product of choice along side your coupon. Let them know that they’re not only getting a deal, but the product of interest is the best available option. Points to consider for your Beacon deployment from a hardware perspective: Your Proximity UUID should generally be the same for all Beacons for your organisation. Depending on your granularity needs, you could also (using our example) have each museum assigned with its own UUID. Just remember that UUIDs are meant to identify all the bea-cons you own, or at least very large groups of them. You have a limit of 20 regions that can be defined for your application (this is a current iOS limitation). A region can be defined by proximity UUID only, a UUID plus Major value, a UUID plus Major and Minor values. You can select the level of granularity you need. Your app is going to be notified when a user enters or leaves a region, so ask yourself at what level you’ll need such notifica-tions. We recommend using your Major values to define your regions. Remember that once you have detected that the user has en-tered a region, and focused their attention with a notification, your application can start ranging all Beacons in the region and provide detailed information back to the user. http://www.amazon.com/Jab-Right-Hook-Story-Social/dp/006227306X https://www.youtube.com/watch?v=hmbUNF1Q4R8 https://www.youtube.com/watch?v=dA8DsUN6g_k 1. 2. 3.
  • 10. Retail organizations 9 Kontakt.io and Fosbury Check out the case study of the Tesco and Waitrose http://www.fosbury.co/case-study/tesco-waitrose Check out the case study of the Walgreens http://www.fosbury.co/case-study/walgreens
  • 12. Museums 11 Kontakt.io and Fosbury I'm a museum, how can I use beacons? Life is all about context. Paintings for example, hold value not only for their beauty, but for their history, the artist who painted them, and the story behind them. In 2013, the worlds most famous graffiti artist named Banksy opened a sidewalk kiosk in Central Park to sell his work for $60 a piece, and hired an unknown person to work it. The kiosk offered art of different sizes, including a version of a piece titled “Love is in the Air,” one of which sold for $249,000 in auction just a few months before. One version had no context and little value to those passing by, one was valued at a quarter million dollars. Idenfity Goal: Educate and Entertain Beacons offer museums an opportunity to provide context to guests like never before. Let’s start with the assumption that for your museum, we’re going to place a beacon in every main section of the gallery and and that visitors to the museum have downloaded an informational app. This allows us to focus instead on new ways to educate and entertain those customers. To start out with something familiar, let’s start by telling guests more details about the exhibit. With beacons, an app can sense exactly where in the museum that guest is to provide relevant information. Instead of searching through an audio tour for the right section, the app can instantly connect visitors to a video highlighting the artists life, and sharing the influences for the painting. One strong influence on art and science is the time period in which it was formed. Beacons could send visitors “Current Events” notifications, highlight what was happening in the world during that time. From food Check out the case study of the Phillips Museum http://www.fosbury.co/case-study/philips-museum
  • 13. Museums 12 Kontakt.io and Fosbury shortages to gold rushes, the ice age to the renaissance, events of the time could provide guests a deeper understanding during their visit. Want to increase time spent at your museum? Offer a Museum scavenger hunt, with clues that pop up at every corner of your building. Guests will be entertained, educated, and spend more time than ever before. Museums will have fast customer adoption for beacons because they replace known tools that guests are used to. Instead of audio headsets, they can use their phones. Instead of searching through a brochure for the right exhibit, beacons can pinpoint their location with accuracy.more highly targeted to the seating section. Beacon identiers in practice Previously we covered some implementation basics. So how might that affect your Beacon deployment strategy? We’re going to look museum group that has a network of four distinct physical locations. Beacons are deployed to give visitors a rich interactive experience when they enter any of our Museums, and provide users with information about individual collections as they approach each exhibit. In our Museum Group example, we have assigned a single UUID to the Museum group (as they own this particular beacon network). A user’s device, can then monitor our four physical locations using this single UUID. Our application ‘knows’ when the user has entered (or left) any of the museums in the group and notify the user appropriately just by referencing the UUID. The major field, tells us which Museum the user is currently in so your application can act accordingly – for example by offering event
  • 14. suggestions, maps, audio guides, or other content. The minor field, can be used to identify entire collections within the museum, or the individual exhibits within the collection. Your application can use this level of granularity to provide tailored information for the exhibit, a more detailed gallery map, or perhaps an audio guide through the entire exhibit. Museums 13 Kontakt.io and Fosbury
  • 15. Kontakt.io and Fosbury Restaurants and hotels
  • 16. Restaurants and hotels 15 Kontakt.io and Fosbury Restaurants and hotels Identify Goal: Offer Superior Customer Service There is a unique opportunity for restaurants and other hospitality using beacons. Guests at a restaurant expect to be treated with a high level of service and appreciate when an employee knows their name, favorite drink, and where they like to sit. This aligns perfectly with our goal - to offer superior customer service. Imagine if a retailer like Walgreens tried to do that with shoppers! I think they would be outraged about the invasion of their privacy. At the same time, retail stores can use the shopper information to offer targeted discounts and promotions which is more of what they expect. Instead of creating entirely new experiences, it may be best to simply enhance what customers already expect. Another hospitality brand, Marriott, has extended known experiences by putting concierge services into an app. Integrating beacons in their app is an ideal fit because most travelers are actively looking for restaurant recommendations, great local bar spots, or things to do. Marriott shared that they will offer, “exclusive, localized experiences including food beverage, golf, and spa deals to members.” Overall, the positive outlook for both retail and restaurant is that they can track the result whatever they try. The analytics that beacons provide, allow these brands to track the performance of their efforts and adjust accordingly. Check out the case study of Marriott http://www.fosbury.co/case-study/marriott
  • 17. Restaurants and hotels 16 Kontakt.io and Fosbury In Frankfurt Germany, Kontakt.io supplied beacons for an interestering restaurant implementation in cooperation with out friends at CandyLabs. Christian Mook, owner of 5 high-end restaurants known as the Mook Group, is testing an application using the iBeacon technology, to improve the overall customer experience and encourage loyalty. Their goal is to learn a diner’s favorite table, exactly how long they spend in the restaurant, what dish they order most–and they’ll even know when their guest is in the bathroom. The app clocks the time guests spend in the restaurant and uses a ranking system to reward them for their loyalty - adding a “gamification” layer to the dining experience. The more often you dine in a Mook restaurant, the higher your ranking gets, and the better rewards you recieve. Mook says it later hopes to track indoor location, items ordered and the amount customers pay— all with an eye toward offering new services and improving existing ones.
  • 18. 17 Kontakt.io and Fosbury Thanks for reading The complete beacon solution. We have everything you need to get started, and more. www.kontakt.io szymon@kontakt.io +48 (123) 793-445 Supercharge your app with iBeacon™ functionality Create fantastic user experiences using our simple online tool www.fosbury.co drew@fosbury.co +1 (512) 270-1512