Insights

Top five uses for iBeacon Technology

July 22, 2014

Reading time 3 minutes

We’ve selected a few examples of how some of the biggest brands are starting to use iBeacon technology to provide you with some inspiration. This technology is still very new and cutting-edge, so we are likely to see iBeacons adopted by more and more forward-thinking businesses over the coming months.

Waitrose

Waitrose have been testing iBeacons in their Swindon store. The technology is being used to send in-store marketing messages to customers, with the aim of improving the shopping experience and extending their relationship with customers beyond the check-out.

Beacons have been placed in the entrance of the shop to recognise a customer as they walk in and send welcome messages to their phone. Along with this the app also sends details of products and ranges relevant to the customer. Beacons are also located strategically throughout the store allowing Waitrose to send out targeted messages offering discounts.

The experiment involves placing beacons at the entrance to the shop which recognise a customer as they walk in and sends a welcome message to their phone which also features details of products or ranges relevant to the customer. There are also beacons located strategically around the store, giving Waitrose the opportunity to release further targeted messages offering discounts, for example 15 per cent off chocolate biscuits, as they walk down the aisle in store.

Coca-Cola

As a global corporation it is unsurprising that Coca-Cola have seen the potential retail opportunities offered by proximity technology, and are in the process of developing an iBeacon mobile app running on Bluetooth Low Energy (BLE). The planned proximity app will unlock location-based information for customers at their World of Coca-Cola attraction park. The mobile app is part of their new “Moments of Happiness” campaign, rolling out to trigger some engagement with the throngs of visitors that the attraction brings in during the summer months.

The app was in operation on Memorial Day weekend at the end of May and provided more information to visitors during the visit, keeping track of their favourite flavors to suggest them back, or challenge them to try new flavours. The app is also a map inside the venue which can be used to share opinions and photos across social networks.

Marriott Hotels

Marriott is piloting the use of iBeacons to send guests push notifications based on their location at one of its properties. Marriott claims the strategy is the first implementation by a major hotel to offer geo-targeted mobile offers during their stay.

The recently announced LocalPerks programme will tie in with Marriot rewards programme, so savvy travellers can enjoy instant rewards and time-sensitive offers from the hotelier’s brands and its partners.

William Hill

William Hill is going a step further using Apple’s iBeacons tool to trigger in-app messages and real-time betting information in April’s Cheltenham Festival.

“As the U.K.’s largest betting company, William Hill Plc. has thousands of retail locations, not to mention the stadiums, playing fields and racecourses where betting occurs,” said Alex Rutherford, Head of Mobile Sportsbook. “After seeing William Hill’s location-targeted push messages achieve 400 percent greater engagement than non-location-targeted messages, we’re evaluating getting even more granular with proximity-targeting through beacons.”

Sandy Park

Our innovative app for them featuring iBeacon technology. We developed a streamlined and unique app that offered visitors to the facility the chance (when in proximity to our skilfully-placed beacons) to submit their contact details as part of a prize draw for tickets to the 2015 Rugby World Cup games in Exeter. A simple and effective way of collecting important customer information, engaging with attendees, and also offering something new to the World of Mobile Marketing.

It’s fair to say that many of these applications (with the exception of our work for Sandy Park, above) are still in the trial stages, as this BLE-based proximity technology is so new. However with Apple already submitting plans for their first iBeacon hardware the race is on to see which progressive and forward-thinking companies will be the first to take advantage of this exciting functionality.