The Store of the Future - #ShapeTheFuture of Marketing€¦ · The Store of the Future Indoor Positioning using Visible Light Communications. Shopping made simple Indoor positioning
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TheStoreoftheFutureIndoorPositioningusingVisibleLightCommunications
ShoppingmadesimpleIndoorpositioningenableslocation-basedservicesImagineifyoucouldbringthepowerofGPSindoors.Retailerscouldenhancetheshoppingexperiencewithway-findingandin-storepromotions,givingshoppersnewreasonstobuy.Retailerscouldhavebetteranalyticstoharnessthemarketingpotentialofthebrandsthroughpartnership.
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ShoppingmadesimpleIndoorpositioningenableslocation-basedservices
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Shopperconvenience Shopperengagement StaffEngagement Data/Analysis
ShowmewhereIam
Wayfinding:products,pointsofinterest
Dynamic(optimal)shoppingroute
Locationrelevantinformationlook-up
Ineedhelp:comeandfindme
Locationtagproductsorissuereports
Wayfinding:products,issues,staff
Dynamicroutingfororderpicking
Locationbasedstaffinstructions
Locationbasedsales/servicesupport
Enrichedpersonalizedmulti-channelmarketing
Store/staffeffectivenessassessment:• Heatmaps• Customerflow/dwelling
Marketingimpactassessment
Locationbased(personal)promotions
Locationbased information/notification• Productsuggestions• InformwhilequeuingLocationbasedinteraction• Triggerreaction/survey• Triggersocialinteraction
Entertainment/gaming• Treasurehunt• Visitandcollectpoints
Brand-sponsoredconvenienceandengagement Locationbasedcompliancenotification
Analyticsbasedbrandco-operation
Partneringwithbrands
Indoorpositioningsystemsenableretailerstoofferuniqueservicesthatenhancecustomerexperienceandimproveoperationalefficiency
Thepowerofindoorpositioning
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LEDfixturessendauniquevisiblelightcommunication(VLC)codethatisdetectedbythesmartphonecamera.TheyalsocarryBluetoothbeaconstosupportpassiveuse.Softwaredeterminesthereal-timeandexactpositionofthephone.ThesoftwareisavailableasSDKforintegrationintothecustomer’smobileapp.Thepositionofthefixturesisstoredinalocationdatabaseinthethecloud
Cloud
Customer
Indoorpositioninghowitworks
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Thebestapproachforenablingindoorlocationservices
Analyticsbasedbrandco-operation
ConvergingTechnologies
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Theindoorpositioningsystemprovidesaccesstoin-storelocationdataperstorezone,perselectedtimeinterval andallowingforcomparison
• Footfall• Dwell-time• Densitymaps
InsightfromLocationAnalyticsData-informeddecisionmaking
DatasamplestakenfromPhilipsLightingEuroshop 2017booth
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Carrefour’smobileapp,PromoC-où,allowsshoppersto:• locatethemselvesonastoremap• selectandfindpromotions;seepromotions‘aroundme’
• alertthestoreaboutout-of-stockitemsMeasuredanincreaseinshoppersatisfactiononpromotionavailability;nowpreparingallFrenchhypermarketsforindoorpositioning.
CarrefourWorld’s1st IndoorPositioningenabledsupermarket
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aswaaq supermarketinDubai,oneoftheMiddleEast’smostinnovativeretailers.• Newlightingsystemhasgenerated50%energysavings
• Indoorpositioningiscombinedwithdigitalmapandproductsearchcapabilities
• Usecases– Productsearch– Locationbasedpromotions– Locationbasedcontent(recipes)
aswaaqCasestudy
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