Part of our In The Spotlight series, Transform's beacons webinar asks is the hype behind beacons justified and will iBeacon, PayPal and Estimote revolutionise retail and customer experience? There's been plenty in the press lately about how beacons will revolutionise retail and the customer experience. Whether it's in-store or in-branch, iBeacon or Shopkick, provided by Apple, Estimote or PayPal; beacon technology is much hyped. This webinar will enable you to: Better understand the jargon and the basics of beacon technology so you can engage knowledgeably on the subject Hear how your competitors are already using them in retail, financial services and elsewhere, providing you with reference points for your own business Define the relevance (or irrelevance) to your business from a marketing, CX and operational perspective, enabling quicker decisions when developing technology plans

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TRANSFORM IN THE SPOTLIGHT WEBINAR: BEACONS
• Presenter: Joe Tarragano
Retail Director, Transform
• Presenter: Dave Wood
Technology & Innovation Director,
Transform
Please Note:
• You can submit any questions using the
webinar panel on the RHS of your screen
• Please answer the poll question if you
can
• This webinar is being recorded

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TRANSFORM’s IN THE SPOTLIGHT SERIES
• Keeping you current on multi-channel innovations in retail, financial
services and beyond
• De-mystifying the jargon, cutting through the hype
• Real world examples and applications
ALWAYS GROUNDED IN THE CUSTOMER EXPERIENCE

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WHO ARE TRANSFORM?
• 14 year old digital & multi-
channel consultancy, working
with clients to deliver customer-
centred change for commercial
benefit
• Bringing together 100+ experts
with cross-sector expertise
• Strategy, design and delivery
• Innovation, creativity and rigour
• Part of The Engine Group

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TODAY’S WEBINAR
• What is this beacon
technology?
– But what about NFC?
– Must it be beacons?
• Why do I care?
• Who’s really using it
• Caution needed
• So what?

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ONE: WHAT IS THIS BEACON TECHNOLOGY?

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WHAT IS A BEACON?
• A beacon broadcasts a signal (not
content) that bluetooth 4.0 devices (eg
your phone) can receive
• With 3 of them, the receiver can
trilaterate its location and tell the
beacon where it is
• Beacons (3 for £100) are simple
– The phone doesn’t have to “pair” or
login
­ But you must have an app that does something
with the signal
IMAGE: REIGN DESIGN

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SO WHAT’S AN iBEACON?
Airfy Hot Spots
• Beacons are 8 years old
• The “iBeacon” is a set of services enabling an
iOS7 device to receive & act upon a beacon’s
signal
• Apple is not the only beacon manufacturer
– But including support in iOS made
headlines
– Others include Estimote, Paypal, Samsung,
Qualcomm, Glimworm
– Now available in colours & branded
– Apple has published its iBeacon spec for
app developers

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WHAT IS BLUETOOTH LOW-ENERGY?
• Bluetooth low-energy (BLE)
– Requires iOS7 and Android 4.3
– It’s not always on, though it’s a
minimal drain on batteries
• Unlike GPS, it works indoors and
doesn’t require 3G or Wi-Fi
– Though any delivery of content (i.e.
the real value) does
IMAGE: ARIEL ZAMBELICH/WIRED

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HOW DOES IT RELATE TO NFC?
IMAGE: PYRIM TECHNOLOGIES
• “Near Field” in practice means
around 4cm proximity
• BLE receives while NFC transmits:
the user and phone must be
actively checking-in with BLE
• iPhone does not support NFC
• Beacons broadcast to many
• Beacons need batteries (yearly)
• NFC contact is user controlled
• NFC at POS is now widespread

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ARE BEACONS THE ONLY SOLUTION?
• Tesco is using facial recognition
– Others adjust for ethnic mix
• Phillips has developed
light based tracking
• Disney’s MyMagic+ is RFID based
• Wi-fi enables similar triangulation
but requires logging in
• CCTV enables it, but is not a
messaging system
IMAGE: ARIEL ZAMBELICH/WIRED

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TWO: WHAT ARE THE RETAIL APPLICATIONS?
• MARKETING
• JOURNEY ANALYSIS
• EXPERIENCE SUPPORT

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MARKETING APPLICATIONS
PUSHED OFFERS
IMAGE: INSIDE MOBILE APPS
PERSONALISED OFFERS FROM
COLLEAGUES
IMAGE: VSR

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• Footfall tracking
• Dwell type and colleague
support for customers
JOURNEY ANALYSIS

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EXPERIENCE SUPPORT
GUIDED SHOPPING, SHOPPING LIST
REMINDERS AND STORE LAYOUTS
IMAGE: UX MAG
FRICTIONLESS PAYMENT
IMAGE: PAYPAL

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EXPERIENCE SUPPORT
CLICK & COLLECT SUPPORT
IMAGE: BSMINFO
VIP’ING & CLIENTELING
IMAGE: RETAIL WEEK

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THREE: WHO’S ACTUALLY USING THEM?

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BEACONS IN RETAIL
Macy’s NY and SF stores

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BEACONS IN RETAIL
Image courtesy of @lynxman on flickr.com
254 Apple stores

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BEACONS IN RETAIL
Image courtesy of @Crishyson90 on flickr.com
100 Safeway stores

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BEACONS IN RETAIL
Image courtesy of @JeepersMedia on flickr.com
100 American Eagle stores

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BEACONS IN RETAIL
Alex and Ani claim 75% engagement
with content

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BEACONS IN RETAIL
Image courtesy of @Moyan_Brenn on flickr.com
A Parisian shopping mall

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BEYOND RETAIL – BEACON EXAMPLES
Image courtesy of @Fall-Line on Flickr.com

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BEYOND RETAIL – BEACON EXAMPLES
THE CES SCAVENGER HUNT
IMAGE: ROGER CHENG/CNET
EXACT EDITIONS
IMAGE: THE LITERARY PLATFORM

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BEYOND RETAIL – BEACON EXAMPLES
PKPKT PICKPOCKETING GAME
IMAGE: INSIDE MOBILE APPS
TULPENLAND RICH MEDIA
IMAGE: TULPENLAND

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BEYOND RETAIL – BEACON EXAMPLES
MAJOR LEAGUE BASEBALL
IMAGE: ROGER CHENG/CNET
THE RUBENS HOUSE EXPERIMENT
IMAGE: ESTIMOTE

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BEYOND RETAIL – BEACON EXAMPLES
WESTPAC COUPONING
IMAGE: RAWSTORY
CRISPY BACON…
IMAGE: BEEKN

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FOUR: DON’T JUMP IN WITH BOTH FEET
• People don’t have BLE turned on
today
• Only Android 4.3+ supports BLE
• Frictionless payment is a long way
off
• Privacy issues need to be tackled
• NFC is a distinct and powerful set of
technologies
• The implications for content
strategy + maintenance are big
IMAGE: UNURTH

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FIVE: THE TRANSFORM VIEW
Beacons (not iBeacons) will
massively enrich the customer experience
for organisations whose apps get downloaded
Causing new analytical behaviours & skills to be developed
and existing content capabilities to be overloaded
while those aggressively push marketing will die
and disruptive new innovations will spring up rapidly
so organisations should test and learn

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MORE IN THE SPOTLIGHT EVENTS COMING SOON
• INNOVATION EVENT
– London
– Drinks and networking to follow
GET IN TOUCH FOR MORE DETAILS VIA events@transformUK.com
• WEBINAR: 3D PRINTING
– Using GoToWebinar

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QUESTIONS?
Joe Tarragano
Retail Director
E: joe.tarragano@transformuk.com
M: 07876 882 544
Dave Wood
Director, Development & Technology
E: dave.wood@transformuk.com
M: 07739 088252