To say the retail industry is experiencing a disconnect with its loyal customers that is at an all time high will be an understatement. Recent reports published by Ipsos suggest “The Retail footfall was down by 4.7% for this boxing day when compared with the previous year. Stores in high streets and retail parks suffered the most, with traffic down 7.1% and 7.2% respectively. Outlet centres saw 4.3% fewer shoppers, while town Centre malls and regional shopping centres, such as Bluewater in Kent and Meadowhall in Sheffield, fared the best relatively, with footfall slipping only 1.9% and 2.9% respectively” These results when compared with on-line retailers is seriously worrying, as it sets to drive home the fact that more and more consumers are felling extremely disenfranchised by their once beloved favorite high street shops. When compared with its on-line counterpart, the off-line retail industry has being the most reluctant to adopt technologies necessary for improving the overall consumer experience of their loyal customers. They lack the personalization and contextualization that e-commerce retailers are perfecting and reaping the rewards for. With the lack of technology present on the shop floor, sales assistants are unable to access the data required, so as to detect when a frequent loyal customer is present and how to personalize the services offered, so that each individual customer can feel valued.
Companies like John Lewis are beating the competition because they have anticipated the change in their customer’s buying behavior and taste, and put in place necessary practices to ensure that they are ahead of the game. To further solidify its positon as a leader in both on-line and of-line retailing, it invested in ibeacon powered devices that allows for offers, rewards and contents to be sent to each individual customer based on their personal preferences and context. This is particularly significant because it has found a way to bring the benefits of on-line personalization to the off-line world, by allowing only the contents that are relevant to individual loyal customer to be pushed to them based on their location. The overall point is that off-line retailers struggling to convert loyal customers into brand advocates and looking for ways to integrate personalisation and contextualisation in-order to increase their store foot-fall, still stand a chance of doing that. The Reyou ibeacon powered proximity marketing app can be integrated into your business to help drive both social engagement and recover lost customers. It provides each individual business with real-time data of what their customer’s personal preferences are, their current location, so that only contents relevant to those customers at that particular time are beamed and subsequently shared on social media platforms, helping your business create value and retain its core consumers.
SHARING SOCIAL MOMENTS WIH THE REYOU APP
Sharing our real life social moments with friends has become the norm in our ever increasingly digitised society. Could you ever imagine visiting a restaurant or a coffee shop without taking a picture of your meal or posting a selfie with the brand name tagged to the picture? Now imagine being rewarded for having all of these done. This is where the Reyou ibeacon powered app comes in. It rewards loyalty to brands and businesses regardless of whether you are a frequent customer or a first timer. Our Reyou app uses Apple ibeacon to help both customers and businesses create a mutually exclusive relationship that benefits both parties.
Ula at Estimote wrote a really captivating article about the Reyou app and the benefits associated with using our app. We created this app to help businesses better understand their customer base in real time. It gives businesses a real-time data of the products that their customers like and how they engage with these products based on their comments and ratings. For example if a customer walks into a restaurant and orders a new menu that is being piloted. The beacon technology often positioned within meters of a table, can trigger the customer to rate or give their thoughts on the menu. Allowing the business to decide based on customer’s opinions, if the menu is a hit or miss. With more people than ever using their mobile phone to communicate and engage with brands. It has become even more crucial that businesses adopt and implement strategies that capture the attention of their customers at a point where they are most engaged with that specific brand.
Recent survey revealed that 72% of people expect a response from a brand within an hour of having sent a tweet to them, and only a tiny marginal number are willing to give a two hour grace period. Our standards in terms of the level of service we expect from brands has been nudged an inch, all thanks to social media, their ease of use and global access. However this is even bound to escalate to a whole new level. With personalised and location specific targeting now being tipped to takeover traditional marketing concepts, brand will now have to work twice as hard to earn the loyalty of their core audience.
In order to stay ahead of the digital innovations, a huge chunk of the consumer marketing sector are investing heavily in proximity sensor detectors i.e ibeacons which are powered by Apple’s beacon technology. These smart technologies or internet of things depending on how you wish to explain them, allows businesses to push consumer relevant rewards or coupons that are specifically tailored to each individual consumer. These contents can often lure customers in and could inevitably increase the overall revenue of a brand’s sales. With Facebook, Google and Apple now fighting for ibeacon context domination, it’s not yet too late to implement an ibeacon strategy that meets the demands of your customers.
For help implementing an ibeacon strategy, contact us on twitter @reyou_biz
The ReYou app is a phenomenon in itself. A first of its kind to have being developed powered by Apple’s iBeacon software and Estimote beacon devices. The ReYou app provides a new platform of engagement for businesses and brands to engage with their customers by turning those customers into real time brand advocates. It allows a brand or business to tell its story through the eyes of their customers.
In a time where social proofing is all the rage and Facebook places is testing beacon powered location specific information for better real time engagement. The ReYou app helps businesses get ahead of the curve by integrating location specific tags to every piece of information generated by each individual customer via social media or alternative platforms. By integrating location specific tags to every brand handle, we are helping brands, businesses get themselves in-front of Facebook places and location specific users. For example if a customer using the ReYou app visits a store within a specific location and engages with that brand by sending real-time information about a lunch or coffee experience in Covent garden, London to their Facebook, twitter or instagram account. The algorithm used by Facebook will pick up on that information, so that if another user looking for a place to dine or lunch keys in “coffee shops in Covent garden London” on Facebook places or Google local search, your business will rank high for that search because of its constant review and also it contextually relevant to that Facebook user.
The power squarely lies in contextual marketing. The ability to offer customers, products and rewards that are contextually and locally relevant to them. The beacon found within every iOS and Android device powers this. It is proximity sensitive and knows when a compactible phone and device is within reach so that whatever offers or rewards you have for that specific customer is automatically pushed to them and they receive those offers in real-time. The bonus also being that there is a high probability that customers who receive these offers and rewards will come in and redeem them, because they are personalised rewards meaning that it is what they would ordinarily be spending their money on anyways. Secondly, the offers based on their current location and context are extremely important to them, so for example if it is Lunch time and you know from previous buying patterns that Chloe will normally be buying lunch at 1.05 pm. You as a brand can set your message to push a notification to Chloe’s iPhone device informing her of the offers and rewards available if she buys lunch from your brand. Just before Chloe gets closer to your shop, she receives a notification of rewards, which will highly influence her behaviour of buying from you as opposed to going to her regular place of purchase. You have, based on offering a product that is contextually relevant to Chloe converted her into a customer further down the marketing channel.
Another core benefit of the ReYou app is that it can trigger Chloe on her way out to rate and review her experience with regards to customer service or you can prompt her to take a picture of her food and share it with her friends on Facebook, twitter and Instagram, which will automatically tag your brand and location of your shop, further boosting your chances of being found on Facebook places.
The Reyou app is extremely important to brands especially with Facebook limiting the exposure of campaigns and messages sent out on a company’s page. You as a brand can overcome this by adopting the ibeacon device, which has proven to generate higher engagement for businesses and a greater increase in footfall.
Benefits of the iBeacon
The struggle for consumer engagement is real. Ever so often we come across retailers lamenting at the lack of relevant opportunities to engage their loyal customers or target market. Advertising and content generation alone will not necessarily engage consumers, there is no guarantee of revenue generation and there is certainly no guarantee that those contents are going to be shared on social media. The rise of e- commerce and social media technology has somewhat left traditional off-line retailers and marketers in the cold as to how to tap into the huge data generated from both shopping habits and on-line social media profiles.
Many smart offline retailers like Waitrose and Selfridges are already piloting and reaping the rewards of an ibeacon powered consumer engagement. As of December 2014, the McDonalds franchise in the United states saw a massive increase in sales as a result of the ibeacon powered push notification, and there are plans to have them rolled out across America in 2015. In-store connectivity through reward apps like the Reyou app launching in January has been proven to boost engagements and social media communication with a brand. According to a recent survey publication by Arqiva research, it was concluded that 35% of consumers spend time researching reviews on a particular brand or product before purchase and a significant amount of this research is carried out on social media platforms often linked to apps. One of the crucial benefits of the ibeacon for the traditional grocery store or high street retailer or food chain is its location specific edge. Every customer that has an iOS and android phone is bound to receive such notifications of offers and rewards so long as they have the app and are in close proximity to your store.
The Reyou app solves this problem tremendously well because a lot of your core demographics will never download a retailer specific app, but by having one app that caters to multiple retailers, you are sure guaranteed to have consumers pouring through the doors to redeem rewards. The Reyou app has consumer social media engagement at its core by enabling and encouraging users to check in, share their moments with friends and garner opinions for individual brands. Providing would-be customers the social proof and reassurance they require to make a purchase as well as acting as valuable advocates for the brand. There is a bright future for an ibeacon powered app, with more adoption growing through the country at a rapid scale. In addition to that, the ibeacon device equips retailers with a wealth of useful data like how long a particular customer spends in a store, their product of interest, their buying behavior on the shop- floor and if the push notification from the apps sways or influences their purchase. These data would never have been available if not for the ibeacon and with Apple looking to advance this piece of hardware, expect to see retail tracking technology get a whole lot smarter and insightful.