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.
Millenials are a weird bunch and over the past couple of years, we have witnessed brands swiftly go bust squarely because they have just refused to adopt technologies that keep this demographic engaged. 2015 is certainly not different, with the internets of things debate still dominating headlines in the world of tech and more businesses than ever deploying and adopting innovative POS systems and the ibeacon technology powered by Apple. We at Reyou Limited have sought to decimate and better help businesses understand why this shift in customers engagement pattern is so instrumental in the survival of their business
The most striking result to have emerged from this rapid change in consumer behaviour is the recent survey which concluded that “82% of millenials are more likely to use their phones than speak to a sales associate”. So it begged the question, why is this shift in consumer buying behaviour so instrumental for businesses and why exactly should it bother brands as to where their core audience’s preference lies. The not so obvious answer to this really is, to understand your customers and better cater to their needs, you as a seller, need to understand their buying patterns and where they spend the most time during those crucial buying phase. i.e. mobile
Mobile is now king, and it is set to out-number PC’s in terms of the amount of purchase, payment and engagement generated via this channel in 2015. So it comes as no surprise as to why millenials would rather use their mobile devices than speak to a sales associate, who in their opinion might have a limited knowledge on what they seek versus the internet which harbours a great deal of information. The apps now being used by brands have become a lot more sophisticated and engaging in-terms of the contents they push out and how their rewards programs is merged with the app in real-time. With the implementation of ibeacon technology and location specific marketing from the likes of Facebook, Google, Groupon and Shazam the fight for domination in proximity marketing is just getting started.
Brands are now looking to strategically align themselves with new start-ups working with innovative technologies from the ibeacon to payment companies, seeing as a good deal of their business is already being patronised by the millennial demographics, for which they want an access to. For example Reyou limited partnered with UCL decide to bring their ibeacon powered app to their 23,000 plus students. Now business looking to tap into this millennial’s obsession with their mobile phones can either create an engagement question which is pushed out via a form of notification to these thousands of students. Reyou’s users who opt-in to notifications can engage with these brands via our platform in-return for a boost in real-time engagement from this demographic and increased brand awareness amongst this category of users and peers.
The impact of the ibeacon technology for businesses and brands especially when it comes to the millenials is huge. They more than ever will have access to coupons, rewards, information and video contents of the products they intend on purchasing in real-time. Meaning that they will only be interested even some more, in products that are relevant to them based on their location, context and current mood. Further emphasising the need for personalised offers and behind the scene use of dash boards to better target a business’s core audience in real-time, draw them to your location and engage them in a way that encourages more spending than they originally anticipated.
For help implementing an ibeacon strategy, contact us on twitter @reyou_biz
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.
We live in a digital age and pretty much everything we do leaves some sort of a digital footprint behind. Although there has been recent debates regarding privacy and what internet companies can do to better safeguard our personal details. However one cannot deny that the positives certainly outweigh the negatives. We are a nation of shoppers, we relish and delight at the thought of a weekend with the girls hitting up all the major retailers. Shopping in retail stores in addition with all the services that tag along with it, is still very much one of the main reasons why we all still flock to the high-street at such an unprecedented rate. There is an enormous advantage associated with going in store, getting a feel for a product/merchandise and then eventually making up your mind with regards to purchase.
However we stand at the moment, in the middle of tectonic Plates of cool technologies, which are severely disrupting industries that are hundreds of years old and changing their face beyond recognition. Lets take for example, Apple in mid 2013 quietly announced the assimilation of iBeacons into their iOS powered iPhones. As a non-techie, this might not necessarily mean a lot to you, but fast forward to eight months later and the likes of Macy’s in New York, McDonalds, Waitrose and John Lewis in the UK are all shelling out huge amount of money to invest in this innovative piece of device and a compactible app.
Retailers are not only adopting these technologies at such a past pace but are being rather smart about its implementation. Not only do they deploy them to better enhance each individual customer’s experience but to also ensure that they stay loyal through offering in-mobile digital rewards or coupons that can be stored to each individual’s mobile device wallet and then redeemed at a much suitable time. By engaging with customers through iBeacon powered apps, retailers can entice more customers into visiting the stores and based on prior purchasing habits can personalise the offers and notifications sent to that particular customer in a context that is relevant to them, thereby increasing the chances of them spending money because what is being offered to them is not only relevant in terms of taste but also relevant to their current context, future increasing sales volume and in-turn sales revenue.
The many attributes of the iBeacon especially in the areas of contextualisation and personalisation makes them an ideal investment for any business/brands reviewing its modern digital marketing strategies. It provides multiple industries with data that might not have ordinarily been available to them off-line. With the iBeacon enabled dashboard, a business can analyse who their best customers are, their average spend per visit, the duration of each visit and how customers interact with their products in real-time, so that the products generating the most engagements are pushed to the fore-front and with Apple Pay coming to every iOS mobile device near you, be prepared for a whole new way of playing the brick and mortar game.
Mr Barack Obama is breaking the internet and winning the game on every major social media platform. This comes as no surprise then, seeing as the majority of under 35’s can now be found on major social media platforms. They like to interact and stay in-touch with their friends and favourite brands, the way they know best in a digital age, and that’s via social media. This has undoubtedly been the new “normal” for quite some time and one which the slightly older population are struggling to get their heads around. It is no longer safe to be seen as lacking in some digital footprint, regardless of what your plans are when it comes to setting up your digital real estate.
What Mr. President have perfected, is the ability to stay engaged and speak the language that his core audience understands and can resonate with. Which in this case is going via YouTube. Social media is becoming an increasingly integral part of our everyday lives and business, sorry to break it to you, but it isn’t going away anytime soon. With more apps now being built around social media platforms and APis, it comes as no surprise while every major business needs to be on tap in real- time via dash boards. Lets exemplify this, if you have two businesses, where one was Mr. Obama and the other was you. Now Mr. Obama has tapped into a huge resource base by going to where his core customers spend the most time i.e. social media and apps. By engaging with his core audience through mobile powered apps that read in real-time, he sees what they are saying (i.e. comments and rating) what they are sharing (i.e. selfies at events or coffee shops) and with this information he can tailor his business offering in real-time to appeal to an even greater number of customers and in-turn generate revenues.
Well little can be said for business no 2. because not only is it lacking in having the quality real-time backed data to drive his business, but he is also missing out on what his target demographics are saying about his product offering and customer service in general.
It may not seem like a huge deal but quite clearly it is, with digital platform apps becoming extremely smart and kitted out with attributes like geo-location and ibeacon powered proximity detectors, there is an ever increasing benefit for every business to go with the times and secure their place with their demographics. Adopting a piece of technology has never been shown to undermine a business but rather improve its overall performance and reach. Apple is investing massively in both its mobile payments platforms and location based sensor advertising, it hopes to start pushing out adverts via notifications when an iOS powered mobile is detected near any of its ibeacon devices regardless of where it is positioned. Just like
Mr. Obama, it is securing its future, demographics and in-turn its digital real-estate so that it can meet the demands of an ever evolving digital age.