Slides from a talk by LocalSocial at NFC World Congress describing how Savills used LocalSocial and iBeacon during the launch of a new housing development in Dublin, Ireland. An app provided greetings and contextual information about the house as visitors walked through the showhouses, and Savills got in-depth analytics around visit and dwell behaviours across the showhouse areas.

1. Sean O Sullivan
twitter: @sos100 blog: blog.mylocalsocial.com
1
Real Estate, Property and iBeacon

2. Who are we? Proximity Nerds!
Proximity software track record at scale (350M phones)
2
Impronto
‣ Java/Bluetooth
Middleware based
on JSR82 standard
‣ Simplify Bluetooth
for Java Devs
‣ Sold to handset
manufacturers
‣ LG, Samsung,
Motorola,
SonyEricsson
‣ 350M+ shipped
LocalSocial
‣ Proximity Platform
for the Smartphone
Age
‣ Simplify creation of
proximity-enabled
apps and services
‣ WiFi, Bluetooth,
NFC, Bluetooth
Smart, iBeacon
‣ SDK, API, Cloud
CMS, Apps
‣ Build out full stack
‣ Manage Locations,
Zones, Beacons
‣ Pre-canned
Proximity
Interactions
‣ Greetings
‣ Notifications
‣ Offers
‣ Rewards
‣ More++

3. Property Concierge Proposal
3
twitter: @localsocial blog: blog.mylocalsocial.com

4. College Square
Brand New Housing Scheme, Dublin, Ireland
€600K- 750K range

8. 8
Exec Summary
Proposal in Detail
Support / New Features
Background on LocalSocial
1
2
3
4

9. 9
Exec Summary
Proposal in Detail
Support / New Features
Background on LocalSocial
1
2
3
4

10. Savills On Show
Property Concierge on Mobile, powered by
LocalSocial

11. Proposal Summary
Launch “Savills on Show” - a “Property Concierge” powered
by LocalSocial
11
One sentence
Property Concierge for Savills New Home Builds
Features
- Re-uses the LocalSocial App (iOS)
- Trigger Welcome Messages / Greetings
- “Handsfree” digital overlay as customer walks the property
- Context specific product information and content
- Promotions that only unlock on-premise
- Analytics of visitor behaviour and traffic
Phasing
Phase 1 : Development / Preparation / setup test / sign off
Phase 2 : College Square Launch / rollout
Phase 3 : Add features to College Square / Up to 3 other New Home Rollouts
Beacons
100 Beacons included
Apps
LocalSocial iOS App

12. 12
Exec Summary
Proposal in Detail
Support / New Features
Background on LocalSocial
1
2
3
4

13. 13
LocalSocial
Our proposal is to offer a “Property Concierge”
feature within the LocalSocial App, branded as
“Savills On Show”. Launch at College Square

14. Savills on Show
LocalSocial App : provides a “Property Concierge” when
user enters a Savills New Home Build
‣ Greetings on arrival
‣ Auto-display information
for each room / house
area
‣ Self-service property
walkthrough
‣ Rich analytics for Savills
‣ Visit frequency, dwell times,
saves, more..
14

15. Overview
Propose a phased rollout : phase 1
15
4 Weeks
Setup /
Development
‣ Agree goals for
College Square, target
user base, styles of
engagement, metrics
‣ Setup merchant
Account, acquire
content, test in app
‣ Plan beacon locations,
ShopZones
‣ Development for any
missing features;
internal test
‣ Review & green light

16. Overview
Propose a phased rollout : phase 1
16
4 Weeks
2 Weeks
Setup /
Development
College Square
Launch
‣ Agree goals for
College Square, target
user base, styles of
engagement, metrics
‣ Setup merchant
Account, acquire
content, test in app
‣ Plan beacon locations,
ShopZones
‣ Development for any
missing features;
internal test
‣ Review & green light
‣ Promotion Invite users
‣ Merchandising &
visible calls to action
‣ Run / monitor activity
‣ Change content and
A/B test
‣ Acquire feedback
‣ Check progress,
review goals for both
College Square and
following site rollouts

17. Overview
Propose a phased rollout : phase 1
17
4 Weeks
2 Weeks
20 weeks
Setup /
Development
College Square
Launch
College Square +
3 New Sites
‣ Agree goals for
College Square, target
user base, styles of
engagement, metrics
‣ Setup merchant
Account, acquire
content, test in app
‣ Plan beacon locations,
ShopZones
‣ Development for any
missing features;
internal test
‣ Review & green light
‣ Promotion Invite users
‣ Merchandising &
visible calls to action
‣ Run / monitor activity
‣ Change content and
A/B test
‣ Acquire feedback
‣ Check progress,
review goals for both
College Square and
following site rollouts
‣ For new sites, repeat
process:
‣ Setup & Plan each site
‣ Deploy beacons to
each new site and test
‣ Analytics review,
information
performance, offer or
promotion behaviour
‣ Ongoing update / new
features in platform

18. Overview
Propose a phased rollout : phase 1
18
4 Weeks
2 Weeks
20 weeks
1 week
Setup /
Development
College Square Review
Launch
College Square +
3 New Sites
‣ Agree goals for
College Square, target
user base, styles of
engagement, metrics
‣ Setup merchant
Account, acquire
content, test in app
‣ Plan beacon locations,
ShopZones
‣ Development for any
missing features;
internal test
‣ Review & green light
‣ Promotion Invite users
‣ Merchandising &
visible calls to action
‣ Run / monitor activity
‣ Change content and
A/B test
‣ Acquire feedback
‣ Check progress,
review goals for both
College Square and
following site rollouts
‣ For new sites, repeat
process:
‣ Setup & Plan each site
‣ Deploy beacons to
each new site and test
‣ Analytics review,
information
performance, offer or
promotion behaviour
‣ Ongoing update / new
features in platform
‣ Review overall
performance
‣ Positives and
negatives
‣ Next steps; white label
app options; missing
or new features

19. 19
In more detail…
So that’s WHAT we propose to do. But now,
HOW do we propose to do it?

20. Duration
20
‣ We assumed a project period
roughly to end of the year
• Allows time to trial, review, and re-trial
• Get College Square live
• Review, improve and then roll out to
other new Builds through the year.
• Monthly fee covers running the
service, phased introduction of new
features, and ongoing support

21. Operational Steps
Steps are roughly as follows
21
Create dedicated Savills Account
One Dashboard to manage everything
Setup Locations and Content
ShopZones, Property Content, Welcome
Messages
Configure & Install Beacons
Test first at HQ, then in situ at College Square
Invite users / download LocalSocial
https://itunes.apple.com/ie/app/localsocial
1
2
3
4

22. 22
Setup Locations in Savills Account

23. Outline Timescales
Rough outline: setup for College Square launch, then run
until Christmas and use across all new build launches
23
Kickoff
Agree Goals, Content,
Merchant Account, User
segments, new development
needed, Internal tests,
wk1
Preparation
Setup College Square;
test with internal team;
check all content; start
to invite users
wk2-3
wk4
wk5-6
wk7
wk8-26
wk27
Development
For any missing
functionality; review
and test
Run and Add
Review College Square
progress; green light
new builds; setup
sites; test readiness
Review
Full review; learnings;
next steps
College Square
Deploy for College
Square; review
analytics, usage,
learnings
All sites
Run / manage up to four
sites; review analytics; add
new features

24. Metrics
24
‣ Should agree some up
front
• How many users trying out the
app would be “a success”?
• What sort of engagement with
app would be ideal / desirable?
• What could you learn from the
analytics?
Needs discussion

25. 25
Exec Summary
Proposal in Detail
Support / New Features
Background on LocalSocial
1
2
3
4

26. New features
26
‣ New requirements will arise
• We think it’s likely that new
requirements or features may be of
interest during trial period
• Suggest we prioritise and review
weekly during the process
• Happy to share Roadmap features
that we already have planned (so
you know what’s coming)

27. Support & Features
27
‣ We use Trello
• Simple tool to track both
bugs / issues as well as feature
requests
• Available on web, plus free
tools on mobile for all
• Simple to use, but rich features
(tags, votes, etc.)

28. 28
Exec Summary
Proposal in Detail
Support / New Features
Background on LocalSocial
1
2
3
4

29. Install

35. Launch

40. 40

42. Data. Data. And Data.
Which houses were most popular? Who dwelled
longest? Which rooms didn’t work?

45. LocalSocial : how we got here
Track record in wireless middleware at scale
45
Low Level Proximity
Proximity Platform
In-Store Engagement Platform
Impronto
‣ Java/Bluetooth
Middleware based
on JSR82 standard
‣ Sold to handset
manufacturers
‣ LG, Samsung,
Motorola,
SonyEricsson
‣ 300M+ units
shipped
LocalSocial
‣ Proximity Platform
‣ Simplify creation of
proximity-enabled
apps and services
‣ WiFI, Bluetooth,
NFC, Low Energy
Bluetooth
‣ SDK, API, Cloud
‣ Build out for retail
‣ Offers
‣ Locations
‣ ShopZones
‣ Points
‣ Beacons
‣ Analytics
‣ Push / Pull APIs

46. References / Background
LinkedIn
twitter
Blog
Profile for Sean O Sullivan is
here
@localsocial (Company) and
and @sos100 (Sean O Sullivan)
Everything retail / Proximity and
beacon based covered at
blog.mylocalsocial.com

47. Sean O Sullivan
twitter: @sos100 blog: blog.mylocalsocial.com
47
In-store Engagement platform