Several large Australian names show how proper engagement plans can effectively provide this improved customer experience. For example, the Australian Museum uses beacons to offer a gamified scavenger hunt experience for children visiting the exhibits, using sensory technology at its core. They use 'radar bars' to calculate the distance between the device and the beacon the child is trying to find, using hot and cold radars to visualise this for users. For children, this makes museum visits a lot more exciting.
Sydney Airport is another area currently trialling location-based analytics and beacon technology. The beacons allow them to track passengers via Wi-Fi, Bluetooth and heat mapping technology to discover bottlenecks and preferences for retail stores allowing the airport to decide the best brands and stores to match consumer tastes. Beacons can also show passengers turn-by-turn directions to their terminal, track bathroom cleaning for staff, and send location-based retail offers. Not only does the business benefit from a sales standpoint, but operational efficiencies can also be made.
The retail space currently stands as one of the biggest opportunities for beacons, providing real-time proximity marketing, contactless payments and live in-store foot-traffic and analytics. Stores like Audemars Piguet for example, use beacons to turn their customers' smartphones into automated sales assistants. It detects when a customer has picked up a particular product and immediately sends additional information such as other colours, technical specifications and related products. This allows Audermars Piguet to enrich their customer services capabilities whilst reducing the need to hire extra staff.
The common theme amongst all of these applications of beacon technology is the focus on building an experience that is highly integrated with mobile technology and analytics, allowing teams to collect significant amounts of validated learning data about customers with little effort.
Beacons provide a unique opportunity for businesses, adapting to the changing behaviours of consumers that are now almost always digitally connected. Not only do beacons effectively engage users and potential customers, they can also provide valuable insights and data for future analysis. Armed with this intel, businesses can more effectively understand their target market and improve the customer experiences they deliver.
Graham McCorkill, Co-Founder and Director at Buzinga App Development
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