One of the greatest challenges in business is focusing your efforts in the right area. In our "Malls to Museums" beacon webinar, we're going to take a look the huge range of possibilities for iBeacon technology and break them down industry by industry. With Kontact.io's expertise in Hardware, and Fosbury's expertise in software, we'll analyze case studies and make recommendations to maximize your 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.
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
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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.
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Live event
venues
Retail
organizations
Museums
Restaurants
and hotels
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
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5. Live event venues
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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
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Kontakt.io and Fosbury
8. Retail organizations
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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
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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
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10. Retail organizations
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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
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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
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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
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Kontakt.io and Fosbury
16. Restaurants and hotels
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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
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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.
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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