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50 Ideas for using
Interact, Inform and Engage your customers
at their decision point
by DAVid burden
iProximity enables businesses to deeply engage with consumers based on their proximity to a
certain location. We utilise the latest technology combined with consumers’ smartphones to deliver
contextual marketing and information services based on the consumers’ current location and activity.
Our founders have been providing information and mobile & digital marketing services for decades
and that iProximity offers a World leading comprehensive turnkey solution for proximity marketing
and information services.
About the Authors
David Burden is an entrepreneur with
three decades of experience in building
successful technology businesses. David
has vast range of experience in interactive
marketing and mobile services, including
working with premiere Global Brands
such as Coca-Cola, McDonalds, Nike,
Vodafone, Idol, Big Brother, and many
more. David founded Legion Interactive
(now Salmat Digital), Australia’s top
interactive marketing services company.
He has received numerous awards for
his innovative work, including ADMA’s
Mobile Marketer of the Year.
Rohan Lean is an entrepreneur that
specialises in matching technology
to business and consumer needs.
With over 25 years of experience in
the mobile industry, Rohan embraces
the opportunity to provide solutions
that make a real difference in the
way we communicate our messages.
Rohan was the co-founder of Redrock
Communications (strategic supplier of
back-end software systems to Optus
Mobile) and MessageNet (now part of
Salmat Digital), which was the world’s
first Internet-based SMS service that
focused on business and corporate
iProximity - The industry leader in
end-to-end proximity marketing solution.
interact, inform, and engage your customers at
their decision point
David Burden - Director
What is an iBeacon and
hat does it do?
“iBeacon” is the Apple name for a new
tiny, low cost, Bluetooth wireless trans-mitter
that can broadcast a message
which can be detected by certain iP-hone
& iPad Apps.
The underlying iBeacon technology isn’t
an Apple’s monopoly; in fact all recent
Android devices already support it too.
The excitement around the iBea-con
technology is that smartphones
equipped with a Beacon App can detect
the presence of a Beacon and automati-cally
display information on or interact
with the smartphone. The creativity of
an iBeacon deployment is not about the
Beacon hardware, but about the crea-tive
uses for the technology.
This eBook introduces 50 ideas for Bea-cons,
we hope that one or two ideas
resonate with you and you can start
your proximity marketing or informa-tion
So what is an iProximity
The information that appears on a smart-phone
once it comes into range of an iProx-imity
Beacon is highly customisable. This
message could vary from a simple informa-tion
page to a discount offer or coupon, a
Facebook interaction, or a custom applica-tion
could be launched.
iProximity Beacon customers can rapidly
modify the information or the action on the
visitor’s mobile device through the iProx-imity
Campaign Management System.
iProximity Beacons are designed and con-structed
to be suitable for both indoor and
outdoor applications and require no main-tenance.
No external connections, such as
electricity or the Internet, are required to
install an iProximity Beacon. Our Beacons
use Bluetooth 4 or Low Energy (LE) Blue-tooth
that does not require the pairing of
devices and is already built into most Apple
iOS and Android smartphones.
There are many different brands of Bea-cons
available, some of which conform to
the Apple iBeacon standards, but all must
comply with the Bluetooth standard to be
detectable by smartphones.
iProximity Beacons are manufactured ac-cording
to the highest international stand-ards
and are available in both indoor and
outdoor (waterproof) models. The expect-ed
battery life of an iProximity Beacon is
2 years, but by using the iProximity Cam-paign
Management System, you can con-veniently
check the battery levels on all of
your iProximity Beacons.
An iProximity Beacon is
our own tiny, battery
operated, low cost
device that transmits a
signal. A smartphone
installed with an
App can automatically
detect these Bluetooth
signals and alert the
phone’s owner that
Ideas for Your
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How Does an iProximity Zone
Work? An iProximity Zone has iProximity Beacons installed at several locations throughout the Zone. When a Zone visitor equipped with a
mobile phone and an iProximity-Enabled App enters the range of a Beacon, useful information or contextual marketing is automatically
displayed on the visitor’s phone.
What is an iProximity Open Zone?
An iProximity Zone is a defined space that is “location-enabled” using iProximity’s Beacon Technology
How Many iProximity
Beacons Do I Need for My
An iProximity Open Zone is one that enables a number of different iProximity Beacon owners to jointly market
themselves as a Zone for cross-promotional purposes. Examples of an iProximity Open Zone may include,
shopping centres or strip malls with a number of different retailers, food outlets, and services that all wish to be
found when a consumerwith the iProximity-Enabled App searches a Zone. Open Zones can be easily configured
in the iProximity Campaign Management System.
What is an
What is the Range of An
In theory, an iProximity Beacon can have a range anywhere from 2 centimetres to 70 metres, but this can be influenced by a number of
physical and environmental factors. Therefore, distances are approximate and it is best to test with the iProximity Beacon in situ.
The space around a Beacon is divided logically into three distance grids: “immediate” (approx. 50centimetres), “near” (approx. 50
centimetres to 3 metres), and “far” (more than 3 metres). By using the iProximity Campaign Management System, you can determine
the distance point that triggers the appropriate message on consumers’ smartphones.
With the iProximity Campaign Management System, it is also possible to distinguish between a smartphone entering and leaving an
iProximity Beacon Zone, so you can tailor your messages based on this context.
range can be
messages at the
This will depend on what you are trying to achieve with your proximity marketing plan.
If you are simply trying to attract passing trade with a promotional offer, then 1 iProximity Beacon is sufficient. However, if you wish to
deliver multiple messages based on the consumers’ location within your establishment, then you will need multiple iProximity Beacons.
If you are unsure, please use the contact form or call us to discuss your exact requirements.
An iProximity Zone is a defined space, such as a strip mall, shopping centre, sports arena, or Municipality that is “location-en-abled”
using iProximity’s Beacon Technology. This allows visitors in that zone to receive specific information or offers on their
smartphone about their immediate location within the Zone.
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Any location can become an iProximity Zone. These Zones can also be any size, ranging from several metres to dozens of kilometres.
Some examples of effective Zones are:
• A single retail outlet with a single iProximity
Beacon that transmits a discount coupon to attract
• A large retail outlet with multiple iProximity
Beacons; each Beacon provides information or
offers on particular product located in that Zone.
• A Shopping Centre or strip mall where a single
Zone (Open Zone) is offered for all the outlets, but
with each outlet’s iProximity Beacon broadcasting
individual offers customised to their store.
• An Exhibition or Event site that may require a mix
of amenity information and offers from organisers,
sponsors, or exhibitors.
• A Gallery, Museum, Car Yard, or Nursery where
iProximity Beacons deliver precise information
about the product that the customer is standing
directly next to.
• A restaurant may have a special offer that it
broadcasts, which allows interested passers-by to
check if a table is available.
An iProximity Open Zone allows different vendors or information providers to
cross promote their services to Zone visitors
Zone Visitors need to have an iProximity-Enabled Application on their smartphone to receive
information. This is possible through our iProximity Zone Enabled App that is available for
iOS or Android, or a user can add our iProximity SDK into their existing mobile application.
We provide iProximity Zone signs with all iProximity Beacons to announce to your customers
that they are entering an iProximity Zone.
An iPhone coming into range of a iProximity Beacon displays
an alert message suggesting the App is opened for more
What Areas Can Become an
How Does a Zone Visitor Receive
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The most common page that companies choose to display is a
rich mobile website. These pages are easily customised through
the iProximity Campaign Management System. Common designs
• Offers: Coupons, Discounts, and Specials that are used
to attract passing customers or customers within the store.
• Informational: General information or location-dependent
information that specifically relates to products,
artwork, surroundings, or activities.
• Engagement: Pages designed to more deeply engage
with a customer through social media or specific promotional or
• Custom: A wide range of custom applications can
be built that use the power of the phone’s precise location,
its proximity to an item, the power of the smartphone and its
connection to the Internet. Ask us for some specific ideas that
relate to your business.
The information displayed on the phone or tablet depends on the
state of the device to some extent. Basically, visitors will receive
a notification that they have entered an iProximity Zone or if the
visitor is actually within the App already, then they will receive
the informational page directly.
Communication between the iProximity Beacon and the
smartphone is secured by 128-bit AES encryption. However,
the security between the smartphone application and the web
service it communicates with is even more important. With
iProximity, this is always HTTPS, at the very minimum.
People are still very protective of their private information,
so regardless of the type of benefit your iProximity Beacon
solution might offer them, their privacy could be a significant
hurdle in persuading them to take up any offer. At iProximity,
we recommend an opt-in policy that is set out when users
register and sign up for the iProximity-Enabled App. Before any
information is passed to a third party, we always seek the owner’s
iProximity Marketing Concepts
What Information Can I
Display on a Zone Visitor’s
What About Privacy?
Retail will be one of the first
industries to adopt the iProximity
Beacon simply because of the
great benefits that it offers both
the retailers and the consumers.
The use of smartphones to
enhance the shopping experience
is dramatically increasing around
the world, as depicted in the
following table, so retailers need
to embrace this trend and combine
it with proximity marketing to
maintain their client base and
remain relevant in the retail
market. Deloitte’s smartphone
shopping survey also found the
use of a smartphone in store is
likely to drive a 14% increase in
Smartphone shopping adoption increasing across all categories. Deloitte Digital The Dawn of
Mobile influence 2012
A Beacon triggered display of a rich mobile HTML 5 website
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Retailer Benefits: In November 2013, the independent
research firm ResearchNow,
commissioned by Swirl, conducted
a study of the mobile and shopping
preferences of 1,000 smartphone
Some key insights for retailers included
• Significantly more consumers
would like to learn about store products
and promotions from their smartphone
(65%) than from a sales associate (38%).
• 67% of surveyed consumers
reported that in the past six months,
they have received shopping-related
push notifications on their smartphones.
Of those, 81% said that they read or
open these alerts most of the time, while
79% have made a purchase as a result.
Contextual information delivered
through smartphones is an effective
communication channel between
retailers and consumers.
• Relevant, contextual information is pushed directly to their smartphones
• Consumers control their privacy settings
• Allows for further discovery of more information
• Connects with social media
• Provides a history of relevant offers
• Users are able to choose the type of offers they wish to receive and filter out
• Interacts seamlessly with loyalty programs to maximise awards or points
Smartphone shoppers are 14% more likely to
convert to a sale in store. Deloitte Digital The
Dawn of Mobile influence 2012
• Drives store traffic, engages with consumers, and influences
buyers at the critical time of purchase decision by providing
critical contextual information and offers based on consumer
proximity in the store
• The iProximity Campaign Management System provides
fantastic flexibility and allows dynamic marketing activity to be
conducted and monitored across one or hundreds of iProximity
Beacons in one or hundreds of locations
• Encourages consumers to socially share their offers with
friends and followers – free marketing
• Receive detailed campaign analytics from the iProximity
Campaign Management System, which allows you to fine-tune
and optimise every campaign
• Encourages consumers to opt-in to receive further information
via email, SMS, MMS, or other social networking platforms
• Allows direct interaction with your loyalty program to drive
program sign up and store floor traffic
• Negates the effects of ‘show-rooming’ by controlling the
information and offers that are being pushed to the consumer
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• Install a single iProximity Beacon with
a promotional offer that drives store
• Present customers with a list of your
current special offers or best-selling
• Ask for social media interaction or
suggest signing up for your newsletter
or loyalty program
• By installing one or more iProximity
Beacons, you can position the Beacons
around specific products and offer more
information on those particular items
• Using the iProximity Campaign
Management System, you can
determine the time a shopper has spent
looking at specific items. As consumers
walk away from the items, you can pop
up a contextual offer, such as “10% off”,
or “50% off second item”, etc.
With larger floor spaces, you have a greater opportunity to create elaborate proximity-based
marketing campaigns. An iProximity-Enabled App will always pick up the strongest iProximity
Beacon, allowing for multiple information Beacons to be placed inside the store. You can also place
iProximity Beacons at the front of the store with an attractive offer to increase store traffic. For large
retailers, iProximity also offers the following benefits:
79% of smartphone owners shop on their Mobile
Phones. Google Mobile In-Store Research, Shopper
Marketing Council - How in-store shoppers are
using mobile devices 2013
• Offers further information on a larger number of items,
including the manufacturer’s specification sheets or product
• By reviewing iProximity Beacon activity in the store, it is
possible to start generating store traffic pattern maps and
understanding product exposure and dwell times
• The provision of more and better information as consumers
move through the store will reduce the effect of searching for
comparative products and pricing, allowing you to control the
flow of information as consumers move closer to their purchase
• You can easily monitor a large number of iProximity Beacons
with the iProximity Campaign Management System. Use timed
updates to change the offers on certain iProximity Beacons or
split test campaigns and analyse the results in the iProximity
Campaign Management System
• Cross-sell related products by promoting other products with
a combination offer
• Up-sell by suggesting higher quality products or alternative
products through customer reviews
• Home improvement stores can offer lists of products needed
to complete particular projects, as well as their locations within
Usage of smartphones in store during shopping is
on the rise, with iProximity Beacons you can control
the conversation. Google Mobile In-Store Research,
Shopper Marketing Council - How in-store
shoppers are using mobile devices 2013
• Garden centres can keep customers engaged by helping them
plan their gardens via access to climate maps and recommended
Shoppers are using their smartphones when they shop for all kinds
of products. Google Mobile In-Store Research, Shopper Marketing
Council - How in-store shoppers are using mobile devices 2013
12 www.iproximity.net www.iproximity.net 13
With iProximity, we have made it easier to roll out multiple store iProximity Zones which can be controlled from one central
interface, allow for individual store control, or both. This enables you to create one campaign and easily assign this to multiple stores
simultaneously, saving you time and ensuring that you have marketing continuity across all locations.
If you’re a retailer that offers paid shelf space or allows your suppliers to purchase your marketing activities, then your iProximity
solution will fit right in. Our iProximity Campaign Management System gives you the freedom to assign a range of third party or
sponsored campaigns. Just ask the specialists at iProximity for more details.
Cafés & Restaurants or Fast
• Use time of day marketing initiatives to drive store traffic, such as through breakfast, lunch, and dinner offers
• Promote your daily specials
• Show customers your menu as they approach your location
• Promote bookings for special days like Mother’s Day, Father’s Day or holiday bookings
• Link with your POS for table availability
• Allow customers to interact with social media
• As customers leave your premises, pop up a quick survey or ask for a Facebook ‘Like’
• Present your latest reviews to passers-by
• Automatically link with your Loyalty program
• Remind customers of your current promotional campaign and extend that campaign to the customers’
Groups of retailers can easily cooperate to cross-promote each other’s business by
creating an iProximity Open Zone. As detailed in Figure 13 smartphone shoppers tend
to spend more, therefore collaborating with other retailers to expand your mobile
footprint could drive sales revenue. An Open Zone allows consumers to search for
attractive offers across all retailing participants in an open zone, thereby assisting
with both discovery and awareness. Enabling social sharing in open zones also helps to
promote all the participants in the zone.
Along with providing your own offers through specific retailer iProximity Beacons,
consider adding a few more iProximity Beacons within the Open Zone to potentially
provide the following:
• Interactive maps of the space and details of the retailers
• Time-based offers to drive traffic to the food court at lunch time
• Information on special events or general promotions
• The ability for stores to cross promote to offer great incentives to visit the Mall
through interactive competitions and promotions
• Create a loyalty program using your iProximity Beacons that includes points for
interacting with as many individual store owned iProximity Beacons as possible during
Smartphone shoppers buy more goods; so having an engaging proximity mobile marketing solution will improve sales.
Google Mobile In-Store Research, Shopper Marketing Council - How in-store shoppers are using mobile devices 2013
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Many of the same ideas above can be offered in a Supermarket environment, but here are a few more:
• Send shoppers different recipes based on their proximity to particular items
• Offer a “meal map” within a store to deliver menus, as well as the locations of all the necessary ingredients
• Offer discounts if particular items are purchased
• List and show the location of all your specials
• Shoppers in the cheese section could receive advice about good wines to pair with their selections
• Offer detailed nutritional information for each item
• Allow your suppliers to purchase space on your iProximity Beacons for their own marketing activities. Our iProximity Campaign
Management System allows you to incorporate a range of third party or sponsored campaigns
In a similar approach as supermarkets, fashion retailers have a
wide range of opportunities with iProximity Beacons that can
provide a valuable edge to mobile marketing campaigns that affect
consumers at their point of decision.
• Promotional offers directed at passing shoppers to drive
store visitation. If the shopper is known as a customer through
integration with either the store loyalty program or social media,
this offer can be highly personalised
• Provide information or additional images/variations of the
goods being looked at by the shopper
• Enable social sharing of the information so the shopper can
receive feedback from friends on the purchase, thereby further
promoting your goods to their extended networks
• Suggest accessories for that particular item
• Provide assistance in the changing room or get feedback on the
Increasingly shoppers are turning to their smartphone for assistance;
ensure you are delivering the right information at the point of decision.
Google Mobile In-Store Research, Shopper Marketing Council - How
in-store shoppers are using mobile devices 2013
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Gas / Service Stations
• Promote your gas/petrol prices to passing motorists (distance-dependent)
• Promote offers of other goods or discount offers
• Promote new stock lines or special offers
• Promote your loyalty program
• Remind customers to check their tyre pressure, as well as water and oil levels
• Create real time offers, such as ice cream on hot days
Often, potential customers are browsing happily in your showroom or lot, and
don’t wish to speak to a salesman. Some may even visit after hours. iProximity
Beacons can be the perfect silent sales tool to provide your customers with
information, while also providing you with statistics, analytics, and potential leads.
• Position iProximity Beacons on certain cars and display more information on those vehicles
• Provide customers with a map of your lot and show them where they can find certain vehicles
• Explain your finance offers, quarterly specials, or included deals to interest customers
• Provide contact details of salespeople for different vehicles
• Provide comparison information between vehicles
• Estimate insurance costs or total cost of ownership to excite prospective customers
• Highlight the most economical or sporty car on the lot
• Provide recommendations for vehicles to consider based on the type of customer requirements
• Offer a deal site for prospective customers to make an offer on a vehicle
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Museums, Art Galleries, and Zoos
Information Services with
Schools AND Universities
In November 2013, the independent research firm
ResearchNow, commissioned by Swirl, conducted a
study of the mobile and shopping preferences of 1,000
Some key insights for retailers included the following:
• Significantly more consumers would like to learn about
store products and promotions from their smartphone
(65%) than from a sales associate (38%).
• 67% of surveyed consumers reported that in the past
six months, they have received shopping-related push
notifications on their smartphones. Of those, 81% said
that they read or open these alerts most of the time,
while 79% have made a purchase as a result.
Contextual information delivered through smartphones
is an effective communication channel between
retailers and consumers.
• Provide guided
walk-throughs using the
visitors’ smartphones, rather
than other equipment
• Provide multimedia
descriptions with video and
audio to show or describe the
• Create treasure hunts of
information for visitors and
• Give directions and maps, as
well as information about the
• Allow teachers or group
leaders to locate members of
• Create interactive
assignments that grab
information from visited
displays through the iProximity
iProximity Beacons can also be deployed to provide information based on
a person’s exact location. In a similar style as commercial deployments,
iProximity Beacons can be located both indoors and outdoors. The
potential uses for iProximity Beacons to deliver information are endless.
However, here are a few ideas that may assist you in your creative
approach to information delivery.
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Airports and Transport Hubs Conferences ADN Events
• Automate check-in processes using passbook or specialised ticketing apps
• Advise travellers of gate changes or other time- and location-based information
• Provide a list of localised amenities
• Determine who is at the gate (some permission required for this)
• Check in to club facilities
• Promptly advise travellers of delays
• Info about the next bus, train, or tram
• Timetables and information
• Onward journey information
• Accommodation or ground transport service
Tourist Destinations, Tours,
Walking Tracks, Beaches,
Sporting Grounds, and Public
• Presenters will be able to engage with their audiences in new and exciting ways. They can involve the
audience in their presentation by pushing a notification to participants that offers a link to additional
reference material for their presentation
• Send a LinkedIn connection request
• Collect presentation feedback online
• Run polls and surveys
• Broadcast events that will be held at your booth
• Offer prize promotions to encourage booth attendance
• Timetable and event information
• Provide guided walk-throughs using the visitors’ smartphones rather
than other equipment
• Provide multimedia descriptions with video and audio to show or
describe the items or provide additional information
• Create treasure hunts of information for visitors and school groups,
thereby turning education into an interactive game
• Show directions, maps, and facilities in relation to what is closest to the
• Allow teachers or group leaders to quickly locate members of their
• Create interactive assignments that grab information from visited
displays via the iProximity Beacon
• Provide up-to-date warnings and information, such as surf reports,
bushfire information, and localised alerts about weather conditions or
• Use iProximity Beacons to deliver timely information at sporting
events, such as the time until the next race, assembly area locations, or
instructions for specific age groups or teams
• Ski resorts can provide localised information based on location, which is
particularly important during white out weather events
iProximity Beacon technology could also have a range of applications at concerts and entertainment events.
• For the concert-goer, tickets could open as they approach the entrance
• Provide maps showing their location in relation to stages and facilities
• Offer a find-your-friend feature for those times when they disappear in the mosh pit
• Receive on-stage interactions from different sections of the crowd
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Promotions, competitions and social media interactions are also a great way
to build relationships with customers and their circle of influence, while also
rewarding them for sharing, interacting, or visiting your site.
• Treasure Hunts with iProximity Beacons are a lot of fun and can be
educational, because you have your group search for iProximity Beacons and
interact with each one as you go along.
• Check in for social media sites, so users can ‘Like’ your site, ‘Follow’, and
‘Tweet’, while also sharing your offers and information. It helps to build a much
larger audience very quickly.
• Loyalty Programs can be dynamic and powerful with iProximity
Beacons. With the right user permissions granted, on entering one of your
establishments, they are personally greeted, store visit points are granted, the
local staff members are advised that a VIP has arrived in the store, and the VIP
gets a list of their point status and special offers displayed instantly on their
mobile device. You could also trigger other events, including further discount
offers, social media interaction, automatic contest entries, etc.
• Contest Entries can be automatically triggered by a registered user’s
Control Real-World Actions
Location-based warning information can provide valuable context to visitors and tourists by providing a proximity-based warning system.
• Advise people about a change in conditions to those within the affected region
• Provide access to information in multiple languages
• Offer information and advice as situations dramatically change
• Assist them in locating themselves in order to find routes out to safe zones
• Provide feedback to authorities informing them that people are located within that iProximity Zone
iProximity Beacons don’t have to be static; they can be attached to people, vehicles, or even animals.
• Tour guides can carry iProximity Beacons so their tour group can find them easily
• Chauffeurs could carry one so their passengers can easily find their meeting point
• Attach them to public transportation vehicles like buses, trains, or trams to broadcast information to passengers
• Create a peer-to-peer messaging service for passengers in each carriage
• Offer information on the next stop, which is particularly useful for tourists
• Promote your business as you drive around
iProximity Beacons can also be successfully used to control
actions in the real world.
• Identify drivers through their smartphone app and open gates
and warehouse doors automatically
• Log staff in to time card applications
• Turn lights and systems on or off based on the proximity of the
• Automatically detect workers passing iProximity Beacons in
distant operations to determine their safety status
• Control security systems
• Log visitors to your site
• Trigger video or other recording devices
The possibilities for increasing quality of life and information for
Accessibility solutions are also a great use of this technology.
Automatically combining information from iProximity Beacons with the
Accessibility functions in smartphones could provide a huge benefit. This
is something that we will cover in another ebook in the very near future.
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