Location Based Customer Engagement

Posted by Brian Hurley on May 16, 2014 in Blog

Smartphone penetration has risen to over 56% of the Canadian population. Smartphone owners are becoming increasingly reliant on their devices with 66% accessing the Internet every day on their smartphone and most never leaving home without it . Harnessing this trend has never been more important for organizations seeking to capture and retain customers.

Proximity and geo-based marketing engagement allows organizations to provide the right information at the right time and the right place. This allows organizations to drive more revenue, improve customer experience, and develop deeper insights into visitors.

Purple Forge Mobile Apps as a Service (MAaaS) supports comprehensive proximity-based and geo-based user engagement capabilities for iPhone; Android devices currently support a subset of features due to platform limitations.

Location-based Engagement

During the installation of a Purple Forge MAaaS-based application, users may give the application permission to access to their location (e.g. GPS location). In such cases the application can use this information to offer location-enhanced services for information discovery and alerting purposes.

Contextual Information

Purple Forge MAaaS information directories can be automatically sorted to show entries that are closest to the user based on their current location. The user can then view this information on a map and getdirections. This allows users to find retail or venue locations that are nearest to them.

Contextual Alerts

Purple Forge MAaaS supports geo-based (also known as geo-fenced) contextual alerts. One or more geographic regions may be specified, as a latitude / longitude and a radius. This means that Purple Forge MAaaS can be configured to take actions to provide information or collect anonymous business intelligence related to specific regions.

Actions can be configured that are associated with specified geographic regions. The actions can be triggered based on whether the user enters or exits specific regions. Available actions include: count entries and exits (anonymous counts), generate an alert message on the user’s phone, generate an alert message with a suggested website to visit (e.g. to offer the user an exit survey), generate an alert and show the user a specific directory information entry (e.g. to tell the user about events, venue specific updates (e.g. renovation updates), tell the user about special offers).

Proximity-based Engagement

Proximity-based engagement is similar to that of geo-based engagement but is focused around initiating actions based on how close a person is to a location or thing that has a beacon physically associated with it.

Beacons are small physical devices (as small as a quarter), which broadcast a radio signal that can be detected by smartphones. Note that “beacon” and “iBeacon” terms are often used interchangeably. iBeacon is an Apple specific implementation of a beacon.

Proximity to a beacon is viewed as “far”, “near”, or “close”.

Proximity-based use cases include:

  • Window advertising, e.g. pop-up offers or incentives to draw someone who is standing in front of a window display to come inside the store and make a purchase
  • Advertising, e.g. pop-up information which augments bill board signage
  • Offers and deals, e.g. present special offers to users based on their proximity to a specific product or entrance
  • Visitor communications, e.g. letting people know about venue changes due to renovations, or alerting visitors in the food-court about closing times and encouraging them to visit retailers prior to departing
  • Display a menu, e.g. a prospective customer who is standing in front of the entrance to a restaurant
  • Capture analytic information on users around a beacon, e.g. for a window display beacon it will be possible to count the number of users who pass in front of the window display
  • Offer on entry to a venue, e.g. contest entry, sign-up for newsletter, on-site events, special offers and deals