Beacons and the Future of Mobile Shopping

Retail Marketing Virtual Conference & Expo Live Session July 17, 2014

Session Moderator:

Melissa Campanelli Editor in Chief Retail Online Integration

Maya Mikhailov Executive Vice President/Co-Founder

GPShopper

Today’s Speakers

Ryan Bonifacino VP, Digital Strategy

Alex and Ani

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Maya Mikhailov Executive Vice President/Co-Founder

GPShopper

Please Welcome

Title Maya Mikhailov, Cofounder GPShopper, Adjunct Professor NYU

A PRIMER ON BEACONS Using Beacons to Create Compelling Marketing Experiences

About GPShopper + Who we are and what we do

Connecting

with mobile consumers to revolutionize

retail.

$400M transactions

Cloud Based, enterprise-

class mobile platform

• GPShopper is an integrated mobile platform enabling retailers & brands to launch large scale mobile solutions driving loyalty, commerce and engagement.

• Providing an SDK enabling agencies, partners and clients to deploy branded native app solutions.

• Launched an end-to-end beacon solution in 2013 integrating CMS, Reporting and Management to beacon deployment.

Chicago New York Seattle

@gpshopper

@gpshopper

WHAT ARE BEACONS?

Bluetooth 4.0 –

Bluetooth Low Energy

Energy (BLE) iOS & Android Compatible

WHAT IS AN APPLE

iBEACON™?

+ Who we are and what we do

It’s not hardware… it’s a protocol

HOW DOES BLE COMPARE TO OTHER LOCATION

TECHNOLOGY?

• BLE Beacons have explicit opt-in

• BLE are low energy consumption on the device

• Cost of WiFi implementation is much higher

• BLE has more device/hardware support

• BLE Beacons can be configured

• Cost of NFC hardware set-up is much higher

VS

WIFI

aka Never F*ing Coming

NFC

BLE vs. Other Location Tech

WHY ARE MARKETERS LOSING

THEIR MINDS OVER BEACONS?

About GPShopper + Who we are and what we do

Harness the power of the

distracted consumer

About GPShopper + Who we are and what we do

Bridge the in-store and

digital experience

About GPShopper + Who we are and what we do

Online data now available for real-world

actions (aka Big Data)

WHAT ARE 3 MAIN CONCERNS

ABOUT BEACONS?

PRIVACY SECURITY MANAGEMENT

• What are beacons broadcasting?

• What are beacons reading?

• What if someone learned the beacon ID?

• Is this an opt-in experience?

• What about MAC Address sniffing? Is this PII?

• What info is being collected?

• How do you manage 10, 100, 1000, 10000 beacons?

• What about campaign management across locations?

WHAT CAN BEACONS BE USED

FOR?

Fashion Retail CPG / Grocery with Loyalty

Offer in-aisle promotions, recipes and more

Personalize offers based on purchase history or status

Give shoppers exclusive content based on product mix

Beacon Use Case Examples

Or, can be used just as in-store reporting tools

WHAT DO YOU NEED TO GET

STARTED?

You need an app for that

Use cases that make sense - provide utility and value

Management plan – one beacon is easy… 1,000 not so much

End-User friendly privacy and opt-out policies

Getting Started

Please Welcome

Ryan Bonifacino VP, Digital Strategy

Alex and Ani

Alex and Ani

• Alex and Ani (Ani pronounced – “AH-KNEE”) is a positive energy, lifestyle brand that creates and sells products made in America from eco-conscious, recycled materials designed by Carolyn Rafaelian.

• Alex and Ani embraces a unique business model that incorporates corporate consciousness in all directives. The wellbeing of the environment, the health of local and national economies, and the empowerment of customers are taken into account with every decision made.

• The fastest growing lifestyle brand in the world, with sales per square foot, in its top locations, rivaling those of Apple.

• One of the top 100 recognized job producers in the United States (growing from 23 employees in 2009 to over 1,000 employees currently in 2014).

• Revenue growth of 11,400% - $2 million to $230 million (as of 2013)

How does Alex and Ani use beacons?

What are some best practices retailers

should follow around using beacons?

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the “Question” box on your console.

Question & Answer Session

Thank You

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