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Grocery App with Proximity Based Offers
Rich Schramm
CTO, Ascendum Retail Group
richard.schramm@ascendum.com
Can integrate with 3rd Party Systems such as:
We are hiring!
Local contact: Ajit.Talluri@ascendum.com
Provides Intelligence and
Orchestration:
Proximity simply means that someone is somewhere.
Intelligence is needed to know who they are, what they like, and what message is relevant to them where they are.
Should messages be sent to the phone or the digital signage near by or both?
When and how to communicate with the billboard CMS?
Multiple input/output devices
A 360 degree view of users based on:
BLE Beacons are newest location technology
Apple announced "iBeacon" spec last summer
Geofencing is based upon latitude and longitude.
Supports multiple location based services:
Those mobile phones, digital signs, digital billboards, the barista's terminal at the coffee shop, even the beacons... those are all networked "things".
But something is missing...
With self-announcement, the user "checks in" to a location.
Downsides:
Proximity is important in communicating the right message based on where that user is at that point in time.
Proximity based messages could include:
Going down the road, the digital billboard shows a pretty woman holding a coke, because the people approaching in their cars are mostly men.
The future of retail and advertising is about contextual messaging:
Each beacon broadcasts a unique signal
UUID, Major, Minor, RSSI
Mobile devices "hear" signal and determine range.
Range is determined by transmission power of the beacon.
Received Signal Strength Indicator (RSSI) represents the signal strength measured at 1 M.
Based on this, a device can calculate its distance based on the signal strength it observes.
Currently, there are several technologies that can determine a user's proximity to a specific location.
The three most common ways of doing this currently are:
Walking down the terminal at Bangalore's airport, digital signs show advertisements for English Language tours of Bangalore and Mysore and a "buy now" offer for the tour appears on my phone.
Beacons broadcast at 2.4 GHz.
Can be subject to interference from WIFI and other devices broadcasting at 2.4 GHz. such as cordless phones and even Microwave ovens.
Use 5.0 GHz. routers (dual band) when possible.
Like Geofences, mobile devices monitor for beacons in the background.
Supported by:
In the beverage aisle, you get an offer for beer, your wife gets an offer for diet soda.
Entering the mall, your teenage daughter gets an offer from the music store.
prox·im·i·ty [prok-sim-i-tee]
noun
- Dictionary.com
In retail, we care about proximity, related to where you are in the location (the beer aisle, ladies accessories, the food court)
Future beacons will be IoT "things":
Coming into your favorite coffee shop, you see a sign welcoming you by name, your favorite band plays on the sound system, and the barista asks if you want your usual half-caff latte.
First generation beacons are dumb.
This will change.