In this solution, location awareness technology is integrated with mobile applications (on Android and Apple iOS mobile device platforms) to support location/group-aware interaction (e.g., delivery of mobile advertisements). The portal application is itself agnostic to the choice of the underlying location-based technology (e.g., WiFi, GPS, BLE). The technology provides an effective customer relationship management (CRM)-like system and portal where advertisers, retailers and other venue stakeholders can specify:
(a) Static attributes (e.g., demographics, age) of the consumers to be targeted,
(b) Dynamic attributes (e.g., whether they’re alone or in a group, whether someone has passed by a shop 4 times in the last 30 minutes) that should be satisfied and
(c) The type of engagement and content that should be delivered (e.g., SMS, in-App notification etc.).
The key novelty is the ability for the content delivery manager to specify targets based on a combination of such static and dynamic attributes, and to also utilise the same portal to receive updates on the results of such content delivery.
Technology Features, Specifications and Advantages
This solution comprises the following:
(i) A promotion portal which allow the marketing team to create campaigns, promotions, locations to receive items, expiry time etc.,
(ii) APIs for either push or pull-based notifications of dynamic context information (e.g., customer location) from an external analytics service, and
(iii) A mobile codebase and library (Android and iOS) that allows such context-driven notifications and alerts to customers, and easily added as a feature to an existing mobile applications.
A variety of public venues (e.g., shopping malls, convention centres, hotels, sports facilities) can use this solution to dynamically interact with their visitors and deliver customised content (e.g., promotions, advertisements, directions) to these visitors.
WiFi networks, and WiFi-based indoor location technology, is rapidly becoming ubiquitous in public venues. Our solution provides venue operators, retailers and other businesses the ability to easily capture the value of such real-time location awareness, by providing an easy graphical user interface (GUI)-based interface, through which they can specify and execute their personalized visitor digital interaction strategies. This technology allows the venue operator and venue-based businesses (e.g., retailers) to engage with their customers and visitors in a highly personalised, context-aware manner.
This solution may be applicable to public venues, such as shopping malls, airports, convention centres, hotels, sports centres, parks etc.
This solution allows public venues to send customers and visitors more relevant information, personalised message and targeted offers. Unlike existing solutions, which allow visitors to be segmented based on static attributes (e.g., gender and age), this approach includes the capability to consider additional dynamic attributes (e.g., the visitor’s current location or whether she is alone or in a group).
While targeted advertising is an obvious use case of this technology, it can also be used in
(a) Marketing trials/customer experiments and
(b) Other forms of digital interventions and engagements (e.g., sending real-time updates about the closure of facilities where a customer is headed).