how beacons support omnichannel. present and future

HOW BEACONS SUPPORT OMNICHANNEL.

PRESENT & FUTURE.

Customer journey in past

Simple purchase process:

Simple decision path Only one purchase channel available:

single channel, no device

Customer journey today

Older, easier path gets more & more complicated…

Our brain during shopping: Dreaming -> exploring -> locating

IKEA

NIKE

LEGO

Todays’ journey looks more like a labirynth. Not many have found their way as of now.

Evolution:

Customers tend to drift towards channels with better shopping experience.

We value: • fast way of retreiving data • easy product comparison • convenient search features

Mobile technologies have permanently changed our habits

How mobile are poles?

Polish preferred shopping devices

Men vs. Women - influence of sex on what we look for

From impulse to informed decisions - the way we change with time

Anonymous quote:

The outcome: unified formula for arranging processes and channels

Omnichannel explained

Omnichannel is not rocket science

Omnichannel from customers’ point of view. Channels.

Please offer us a unified brand presence in each of these channels: • WWW • Mobile Web • Mobile App • Direct points of sale • Contact Center?

Basic processes: • Product purchase • Convenient pickup / Click&Collect • Claims/Return/Product exchange -

from online to offline • Same prices • Same promotions • Same functionality for logged users

Omnichannel from customers’ point of view. Proces.

Big unification of each of the activities: • Processes • Communication • Planning • Pricing Strategies • Data gathering and creating unified customer profiles

Omnichannel requires new kind of organizations and new ways of thinking.

Challenge no. 1: Different channels need to stop competing - AND START TO COOPERATE!

Omnichannel from organizations’ point of view.

Dla organizacji, omnichannel to czas na „porządki po zimie”

Wielka unifikacja dla wszystkich kanałów: • Procesów • Komunikacj • Planowania

Omnichannel lets us evaluate perfomance channel by channel:

Beacons i Omnichannel - support areas

Beacons are „glue” that joins offline and online

Dla organizacji, omnichannel to czas na „porządki po zimie”

Wielka unifikacja dla wszystkich kanałów: • Procesów • Komunikacji • Planowania

ONLINE OFFLINE

E-commerce store Mobile app Store

URL Product shelves

„cookies” beacons

browser smartphone/tablet

Cursor Us :)

Beacons can glue together online with offline

Why beacons are cool?

• Support by handset and mobile OS manufacturers (Google, Apple, Microsoft)

• Unique way of integrating BLE signals with mobile operating systems - background communication

• Unified standard and protocol • Low energy usage (1/10 of „classic” bluetooth) • Easy installation • Gets cheap quick lowering the entry barriers and accelerating adoption

of technology

What the market thinks about beacons?

Czemu beacony są fajne?

• Wsparcie po stronie producentów mobilnych urządzeń i ich systemów operacyjnych (Google, Apple, Microsoft) • Unikalny sposób integracji sygnałów BLE z systemem operacyjnym - wykrywanie w tle

Czemu beacony są fajne?

• Wsparcie po stronie producentów mobilnych urządzeń i ich systemów operacyjnych (Google, Apple, Microsoft) • Unikalny sposób integracji sygnałów BLE z systemem operacyjnym - wykrywanie w tle

Czemu beacony są fajne?

• Wsparcie po stronie producentów mobilnych urządzeń i ich systemów operacyjnych (Google, Apple, Microsoft) • Unikalny sposób integracji sygnałów BLE z systemem operacyjnym - wykrywanie w tle

Beacons and retail

Beacons in retail

• Analytics • Personalization • Communication • Navigation • Integration of offline and online data -> cohesive and

complete customer profile

Finally we can transfer all of the e-commerce experience to offline retail

• A/B tests, • integration with loyalty platforms, • marketing automatowy, • remarketing, • gamification, • customer segmentation….

CX - Customer Experience

First and foremost - ability to provide new, better shopping experience

Examples

Navigation in large stores

Toys’R’Us

Toys’R’Us

Walgreens

Walgreens

Engagement, defending against „showrooming”

Lord&Taylor

Loyalty, Customer Experience, foot traffic

Macy’s

There’s more! We have yet to discover all the potential use-cases!

Beacons and wearables

Physical retargeting

YT link: https://www.youtube.com/watch?v=p_gbXbWySt8

Knorr Foodtruck Swedish tabloid mobile app

Ordering and Payments

Copa Blue, Palo Alto

Future

Where are we now?

Where are we now?

We are at a stage of developing „foundation” software for omnichannel

Early on in the process of developing necessary tools

Linteri - Google Analytics for the real world

Communication

Navigation

Analytics

Managing proximity infrastructure

Open API

Open architecture allows integration with 3rd-party systems: • checkout, • loyalty, • CRM platforms • or data warehouses.

API is read/write

Problems and challenges facing omnichannel

Problems and challenges

Biggest challenges: • lack of people who understand omnichannel, and are able

to create and execute cohesive communications strategy across channels with customers

• organizations willing to coordinate efforts of different departments towards this goal

Channel coordination problems

Attribution problems

Willingness vs decisions. Retailers and their interest with in-store analytics

Willingness vs decisions. Retailers and their actual use of in-store analytics.

Uncertainty regarding the future of technology

Beacons and IoT - there’s dissapointment before enlightment

Challenges ahead of beacons

1. Current way BLE is implemented: • Still need „classic” bluetooth to be turned on • Sometimes also need localication services

2. Fragmentation: apps are required to cooperate with beacons

3. Overzealous marketers - abuse of push notifications

4. Concerns regarding privacy of data collected

5. Price. $100 -> $10 -> … ?

Łukasz Felsztukier, Founder&CEO lukasz@linteri.com Tel. +48 664 952 859

Linteri Sp. z o.o. ul. Nowogrodzka 42/9

00-695 Warszawa

Thank You.