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Presentation by Daniel Angel, Strategy Director, Tamoco
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The Power of Proximity
Daniel Angel
18 September 2014
AGENDA
• Data & insight
• Real campaign evidence
• What should I do?
Data: Bain, 2013
WHAT WE KNOW TODAY
• Survey based data
• Transaction data
WHAT WE KNOW TODAY
Completing the picture
Mobile Interaction = Consumer Insights
PUSH
PULL
• No app needed
• Fast and easy to use
• Requires close proximity
• Enables interaction with apps
• Works up to 70 m
• Needs the use of an app
• Enables interaction with apps
• Works on most devices
• Needs the use of an app
• Difficult user experience
NFC QR
Bluetooth WiFi
• Works up to 100 m
• No app needed
• Difficult user experience
PROXIMITY TECHNOLOGIES
AT&T – FILM FOR ALL FRIDAY
8232interactions during the four days of the campaign
80% of interactions over Wi-Fi (10% AT&T, 3% Verizon)
95% Android (1 Windows RT tablet!)
517 Interactions in the East 17th St store
The first national campaignBluetooth beacons + NFC for FMCG brands
740 locationsOver 1000 beacons
LiveIPC Media free magazine vouchers redeemable in store
NextMore FMCG brands and retailers
One stop – national proximity trial
Pay in appDon’t leave your table
App discovery NFC + QRGet up and running quickly
App notificationsBluetooth beaconsLocal offers and promotions
Customer insightProfile of customers by venueConversion of returning customers
Orderella – discovery and Repeat USE
Drive traffic to digital presence
Enhance multichannel experience
Increase brand awarenessTrack campaign engagement in real time
Conclusion
Addedvalue
Start today! Learn and adapt
