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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Question & Answer Session
Thank You
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