Beacon technology certainly made its mark in 2014; from House of Fraser’s Beacon-enabled mannequins and Regent Street’s own Beacon-enabled app to Samsung’s big Proximity reveal– a rival to established iBeacon. We’ve kept up with it all at SmartFocus and are keen to see who 2015’s big Beacon players will be. More and more brands across multiple sectors (including retail, travel, entertainment and events) are starting to not just experiment with Beacons but consider them within their wider strategies.
Actioning Beacons into a marketing plan might seem complex but these two-inch plastic devices come with a plethora of options and opportunities. While the (hopefully temporary) onus remains on the different type of possible notifications Beacons can send to “opt-in” customers’ smartphones – mainly product promotions and discounts – it’s important to remember that Beacon technology isn’t a one stop money-off shop.
How can Beacons benefit you?
Beacons can be used in many different settings. Your brand or business is completely unique and when deciding whether you may want to action its technology, think about the why as opposed to the how. e.g. the purpose of Beacons inside a football stadium might not be for concessions, but to make it easier for visitors to find their seats and connect on social media.
A few other uses:
- Timed in-store discounts
- In-store mapping
- Click and Collect
- A way to reach out to loyal customers e.g. train/plane ticket upgrades
Big shoes, big conversions
If proof was ever needed of the type of benefits Beacons can provide brands and retailers, we have some. During August 2014 SmartFocus worked alongside popular high-street shoe brand, OFFICE, to launch their Beacon-enabled Summer Treats app.
OFFICE wanted to deliver offers and push notifications to customers in-store and run an in-app competition, with the goal of converting app downloads into customers. SmartFocus’ mobile proximity technology sent targeted emails directly to customers in-store who had the Summer Treats iOS app enabled via Beacon technology. The app included real-time offers, an in-app competition and the ability to push marketing messages.
Over the course of the month, the Summer Treats app achieved over 80% engagement and the in-store offers proved very popular with customers resulting in increased sales and revenue. For the first time ever, a Beacon-enabled email was sent to users of an app. OFFICE enjoyed an open rate of 71% and a click-through rate of 40%.
A true multi-channel success, OFFICE used its mobile app, Beacons, in-store promotions and email to engage their customers – well done!
Interested in Beacons technology? Read the OFFICE Case Study, discover everything you ever wanted to know about Beacons but were afraid to ask, and find out what went wrong when London's Regent Street recently employed Beacon technology.