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January 6, 2014 09:00 pm GMT
Today inMarket is beginning a huge rollout of iBeacons to grocery stores including Safeway and Giant Eagle locations in Seattle, San Francisco and Cleveland. The rollout will place the Bluetooth LE beacons at the entry of over 200 stores in the coming weeks and more after that. Those iBeacons will be used in a variety of ways by inMarket’s apps initially as a part of its Mobile To Mortar program, and then partners down the road. The primary goal is to reach shoppers who they know with absolute surety are walking in or right near a store in order to maximize the effectiveness of messaging. The beacons are small round devices slightly larger than a quarter that contain a Bluetooth 4.0 Low Energy radio and a small circuit board supporting it. The devices send out short-range signals that can communicate with smartphones like Apple’s iPhone and some newer Android devices. Those signals are picked up and interpreted by apps like inMarket’s current App Store offerings and are used to trigger a variety of different behaviors. Apple added support for iBeacons with its iOS 7 software release last year, but we’re just starting to see the fruits of that inclusion now. Apple rolled out its own iBeacon solution in many of its retail stores — rigging up iOS devices (and some dedicated iBeacon units) to communicate with its retail store app. The advantage to iBeacons or other similar Bluetooth LE beacons lies in a couple of key things. First, it’s very low-power, allowing devices to sip energy as they wait to hear a signal from an active beacon. Second, they’re hyper-local, allowing the beacon’s installer to pinpoint to within a few feet the location of the smartphone user that they’re trying to reach. With GPS and Wi-Fi location having been a mainstay of devices for a couple of years now, you’d think we’d have solved the problem of telling exactly where a smartphone user is when the information is needed for an app to work. That’s not the case at all says inMarket CEO and co-founder Todd DiPaola. He says that inMarket has done case studies involving its partners like Coca-Cola, Procter & Gamble and others that show an immense difference in effectiveness between offerings that are made to consumers right in the store vs. at home or elsewhere. The time-of-purchase power is incredible. That’s why pinpointing location is so important.
Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/605-y__QV3w/
inMarket Rolls Out iBeacons To 200 Safeway, Giant Eagle Grocery Stores To Reach Shoppers When It Matters
Today inMarket is beginning a huge rollout of iBeacons to grocery stores including Safeway and Giant Eagle locations in Seattle, San Francisco and Cleveland. The rollout will place the Bluetooth LE beacons at the entry of over 200 stores in the coming weeks and more after that. Those iBeacons will be used in a variety of ways by inMarket’s apps initially as a part of its Mobile To Mortar program, and then partners down the road. The primary goal is to reach shoppers who they know with absolute surety are walking in or right near a store in order to maximize the effectiveness of messaging. The beacons are small round devices slightly larger than a quarter that contain a Bluetooth 4.0 Low Energy radio and a small circuit board supporting it. The devices send out short-range signals that can communicate with smartphones like Apple’s iPhone and some newer Android devices. Those signals are picked up and interpreted by apps like inMarket’s current App Store offerings and are used to trigger a variety of different behaviors. Apple added support for iBeacons with its iOS 7 software release last year, but we’re just starting to see the fruits of that inclusion now. Apple rolled out its own iBeacon solution in many of its retail stores — rigging up iOS devices (and some dedicated iBeacon units) to communicate with its retail store app. The advantage to iBeacons or other similar Bluetooth LE beacons lies in a couple of key things. First, it’s very low-power, allowing devices to sip energy as they wait to hear a signal from an active beacon. Second, they’re hyper-local, allowing the beacon’s installer to pinpoint to within a few feet the location of the smartphone user that they’re trying to reach. With GPS and Wi-Fi location having been a mainstay of devices for a couple of years now, you’d think we’d have solved the problem of telling exactly where a smartphone user is when the information is needed for an app to work. That’s not the case at all says inMarket CEO and co-founder Todd DiPaola. He says that inMarket has done case studies involving its partners like Coca-Cola, Procter & Gamble and others that show an immense difference in effectiveness between offerings that are made to consumers right in the store vs. at home or elsewhere. The time-of-purchase power is incredible. That’s why pinpointing location is so important.Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/605-y__QV3w/
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