On Wednesday, July 17th, 2014 Retail Online Integration presented a one-day virtual event for cross-channel retailer - the Retail Marketing Virtual Conference & Expo (RMV). These slides are from the session "Beacons and the Future of Mobile Shopping" featuring Maya Mikhailov, EVP and Co-Founder of GPShopper, and Ryan Bonifacino, VP of Digital Strategy at Alex and Ani. Many retailers today are experimenting with in-store beacons — i.e., Bluetooth-enabled devices that communicate with shoppers’ smartphones by sending them relevant ads, coupons, product information and more — to bridge the digital and physical shopping worlds. Consumers who opt in to receive such messaging can get great deals and valuable information, while retailers collect all-important customer data. Want to know more about beacon technology, including how it works and how it’s changing the future of mobile shopping? Then listen in to this lively panel discussion featuring retail executives who have implemented beacon programs in their stores. Attendees to this session will learn the following: * what beacon technology is and how it works * how to use beacon technology to improve consumers’ in-store shopping experiences * lessons from retail brands that are currently using the technology * what’s next for beacon technology * so much more!
Text of Beacons and the Future of Mobile Shopping
Beacons and the Future of Mobile Shopping Retail Marketing
Virtual Conference & Expo Live Session July 17, 2014
Session Moderator: Melissa Campanelli Editor in Chief Retail
Online Integration Maya Mikhailov Executive Vice
President/Co-Founder GPShopper Todays Speakers Ryan Bonifacino VP,
Digital Strategy Alex and Ani
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TitleMaya Mikhailov, Cofounder GPShopper, Adjunct Professor NYU
A PRIMER ON BEACONS Using Beacons to Create Compelling Marketing
About GPShopper + Who we are and what we do Connecting with
mobile consumers to revolutionize retail. $400M transactions Cloud
Based, enterprise- class mobile platform GPShopper is an integrated
mobile platform enabling retailers & brands to launch large
scale mobile solutions driving loyalty, commerce and engagement.
Providing an SDK enabling agencies, partners and clients to deploy
branded native app solutions. Launched an end-to-end beacon
solution in 2013 integrating CMS, Reporting and Management to
beacon deployment. Chicago New York Seattle @gpshopper
WHAT ARE BEACONS?
Bluetooth 4.0 Bluetooth Low Energy Energy (BLE) iOS &
WHAT IS AN APPLE iBEACON?
+ Who we are and what we do Its not hardware its a
HOW DOES BLE COMPARE TO OTHER LOCATION TECHNOLOGY?
BLE Beacons have explicit opt-in BLE are low energy consumption
on the device Cost of WiFi implementation is much higher BLE has
more device/hardware support BLE Beacons can be configured Cost of
NFC hardware set-up is much higher VS WIFI aka Never F*ing Coming
NFC BLE vs. Other Location Tech
WHY ARE MARKETERS LOSING THEIR MINDS OVER BEACONS?
About GPShopper + Who we are and what we do
Harness the power of the distracted consumer
About GPShopper + Who we are and what we do Bridge the in-store
and digital experience
About GPShopper + Who we are and what we do Online data now
available for real-world actions (aka Big Data)
WHAT ARE 3 MAIN CONCERNS ABOUT BEACONS?
PRIVACY SECURITY MANAGEMENT What are beacons broadcasting? What
are beacons reading? What if someone learned the beacon ID? Is this
an opt-in experience? What about MAC Address sniffing? Is this PII?
What info is being collected? How do you manage 10, 100, 1000,
10000 beacons? What about campaign management across
WHAT CAN BEACONS BE USED FOR?
Fashion Retail CPG / Grocery with Loyalty Offer in-aisle
promotions, recipes and more Personalize offers based on purchase
history or status Give shoppers exclusive content based on product
mix Beacon Use Case Examples Or, can be used just as in-store
WHAT DO YOU NEED TO GET STARTED?
You need an app for that Use cases that make sense - provide
utility and value Management plan one beacon is easy 1,000 not so
much End-User friendly privacy and opt-out policies Getting
Please Welcome Ryan Bonifacino VP, Digital Strategy Alex and
Alex and Ani Alex and Ani (Ani pronounced AH-KNEE) is a
positive energy, lifestyle brand that creates and sells products
made in America from eco- conscious, recycled materials designed by
Carolyn Rafaelian. Alex and Ani embraces a unique business model
that incorporates corporate consciousness in all directives. The
wellbeing of the environment, the health of local and national
economies, and the empowerment of customers are taken into account
with every decision made. The fastest growing lifestyle brand in
the world, with sales per square foot, in its top locations,
rivaling those of Apple. One of the top 100 recognized job
producers in the United States (growing from 23 employees in 2009
to over 1,000 employees currently in 2014). Revenue growth of
11,400% - $2 million to $230 million (as of 2013)
How does Alex and Ani use beacons?
What are some best practices retailers should follow around
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