Today, proximity marketing has become an essential element in personalising the shopping experience. On the one hand, it can make the customers' in-store browsing interactive, on the other it provides the retailer with DATA ANALYTICS to create a clear picture of consumer behaviour inside the retail outlet.
IN THE RIGHT PLACE AT THE RIGHT TIME
Analysis of customers' in-store behaviour allows for personalisation of messages, allowing customers to receive content of interest when they're at certain points in the shop. 'In the right place at the right time' also means tempting people in the vicinity of the store, who are not already loyal customers, to enter it.
We're able to provide NEAR STORE, IN STORE and NEAR PRODUCT proximity marketing projects. By using Cloud infrastructure and a network of pooled apps (Kariboo), it's possible to obtain information on user behaviour, issue differentiated messages and provide digital services. The information can be captured using a range of technologies: out-store via GPS, in-store via Wi-Fi and in-store or near-product via low-frequency electromagnetic BLE sensors (Smartlink).
SMARTLINK: BLE (Bluetooth Low Energy) INFRASTRUCTURE CHARACTERISTICS
Smartlink retail outlet infrastructure allows for the positioning of an array of sensors, each of which can provide a base for 4 types of services:
- INDOOR POSITIONING
- NOTIFY PUSH
How it works: The area of interest within the retail outlet is covered by bluetooth smart station beacons. These detect the positions of smartphones that fall within the range of the sensor. Thanks to the beacons and the retailer's app, it's possible to send notifications and messages that are contextual to the customers' exact locations. All the consumer needs to do is download the retailer's app.
Cefla and Jointag have developed a digital marketing campaign to promote Ringo Thin products (made by Barilla) across the national Carrefour Market retail chain.
- In-store navigation (map, shopping experience)
- Customer loyalty
- Coupons (digital discounts)
- Product info
- Social Sharing
- Augmented Reality