what you need to know to send offers in real time – WAU
Imagine you enter a commercial establishment and your smartphone starts ringing, sending promotions and offers from the place. Suddenly, something appears that was made especially for you! Well, this is more than possible thanks to the beacons. When it comes to the most relevant technological advances, we can say that the […]
Imagine you enter a commercial establishment and your smartphone starts ringing, sending promotions and offers from the place.
Suddenly, something appears that was made especially for you! Well, this is more than possible thanks to the beacons.
When it comes to the most relevant technological advances, we can say that the service customization, using almost no human interaction and geolocation to do marketing is something valued by the market.
Therefore, we bring this post to talk about beacons, something that is transforming the customer experience in the most diverse establishments.
Want to know more about how this innovation works? Keep following the post with us!
What is beacon?
The free translation for the term beacon is “beacon”, which may already provide an idea of how this technology works. Well, we can define it as geolocation device that works indoors.
Many call the beacon Indoor gps, because it can locate where a person is within the location, as well as their movements with good accuracy.
Beacons are devices that, when installed on site, can identify any mobile device, just like smartphones. They use BLE technology – Bluetooth Low Energy -, a type of bluetooth that uses less energy.
Know that the name “beacon” has been patented by Apple. Therefore, the term iBeacon is also often used to refer to this innovation, especially when the reference is in devices that recognize the brand’s smartphones.
Despite this, the market has positioned itself quickly, giving the name “BLE device” for this technology, even though, by custom, most people call it a beacon.
It is important to note that many confuse the beacon with NFC technology (Near Field Communication). Although both are similar and use technology wireless to communicate with other devices, they are different in some crucial points.
NFC is much less invasive because its range is much smaller, just a few centimeters. In addition, authorization is required to access the user’s device to connect.
For example, if the consumer finds a showcase that has NFC technology to provide more details of the dummies, it is possible to touch the cell phone to obtain this information. Did you see how this was a customer initiative?
Well, the beacon works a little differently. We will detail the process in the next topic.
How does the beacon work?
In addition to consuming less energy from the device, when compared to ordinary bluetooth, the beacon emits radio waves, making it possible for greater penetration into the walls of an establishment. It really is the ideal tool for indoor locations.
So, when a customer enters the site, we consider the beacon as a signal emitter and the consumer’s smartphone as its receiver.
If the customer has the store application installed on their cell phone and bluetooth is on, this you can receive notifications and other promotional actions from that store.
These actions can be the most diverse, from just saving the information that the connection between the devices occurred, performing predetermined actions and even sending notifications. Check-in on social networks is also possible.
What you need to keep in mind is that the big goal of the beacon is to improve the customer experience in the establishment, through geolocation technology and experience marketing, making it unforgettable.
For example, if you enter a cafeteria and sit at one of the tables. Imagine that the local application with the menu already opens on your cell phone, making it possible to place the order using the cell phone itself, as well as paying the bill, without even having to call the waiter. It would be incredible, wouldn’t it?
What are the advantages of using the beacon?
Now that you know this feature well, we will list some of the advantages of using the beacon, regardless of the type of business. Check out what they are:
A company that makes use of the technology of beacons goes ahead of its competitors. The explanation for this is simple: nowadays, businesses that use resources like this to improve the customer’s shopping and interaction experience are highly valued by customers.
Therefore, between choosing to be a customer of an establishment that offers a normal shopping journey and another that offers something different, the vast majority prefer the second option.
Customization of customer service
When the customer enters a store that uses the beacon as a resource, it is possible that they feel special right away, because the possibility of rescuing their history of relationship with the company exists.
This way, it will be possible to personalize the service, offer special conditions, as well as exclusive offers for it. Do you realize that, in this way, the chances of selling something are much greater?
Know that this technology can also help a lot in the administrative part and in the management of a company, mainly in the industry sector. With it, it is possible to improve inventory control, manage equipment and even better employee management.
Just install devices on the equipment and badges to understand the movement of the operation throughout the day and, thus, see what can be improved during the production processes.
Where can beacons be used?
Bearing in mind that you have already understood a little more about how beacons work, let’s bring some practical examples of how they can be used to solve challenges that businesses face today.
Follow the list we created:
1. Interaction within stores
The most common example of the beacon is its use in retail stores, very common in the United States. In these places, the resource goes very well to increase interaction between customers and the product sections of the store.
The operating logic is simple: when identifying which area of the establishment the customer is in, the store sends information and personalized notifications to the customer’s cell phone, through its application.
There is an incentive for the customer to know more about the products and also helping him to make his purchase decision.
2. Provision of information in tourist establishments
It is not only for shopping that beacons are useful, they can be used to provide more information in tourist establishments. Like an art exhibition or any museum.
This helps to get out of the sameness and provide a different experience for those who are visiting the attraction. Imagine, you visit an exhibition and each piece that passes receives detailed information, straight from your cell phone application.
Realize that beacons help to bring information more proactively to the user. Especially when compared to other technologies, such as QRCode, in which the customer needs to scan the code to obtain it.
3. Improvement of hospital procedures
Another good use of this technology may be in the hospital environment. There are several possibilities that can be implemented to improve this environment. Among them, we highlight the replacement of the traditional drawing board of the rooms with the patient’s medical record.
Adopting beacons, everything can be done through the application, including the documentation of your medical record. In this case, both the doctor and the patient will be able to access this document at any time.
For this to work, each hospital or clinic room must have a beacon installed on its premises.
4. Access to information of public utility
Bringing useful information to the population can also be done differently, using beacons. Imagine just arriving at the bus terminal and receiving information about all the lines that pass through there.
This information can be both in relation to the scheduled time of the next bus, as well as information about their stop locations. Know that this is one of the ways this resource can help with a larger project, which has been around for a while.
This project is called smart cities or smart cities, which have the proposal to make cities more automated and modern.
5. Optimizations in the real estate sector
Finally, the real estate sector also has a lot to gain from this technological innovation. A relevant example that we can provide is to send notifications to people who are interested in buying or renting a property, when they are relatively close to one that is available.
In other words, the client just needs to have the application of a real estate company that placed a beacon device on their properties and, as soon as they pass in the vicinity of any of them, they will receive all information about the characteristics of the property, as well as the contact of the broker to visit it. it.
The contribution to this sector is very relevant, since there is an increasing need to reinvent itself. After all, people are wanting to have a more pleasant experience when they are looking for a place to live.
And then? Did you understand how a beacon works? Know that they are also part of a much larger movement called IoT. This acronym means “Internet of Things” and has been bringing a lot of innovation through automation of day-to-day tasks, using different devices, regardless of whether it is applied in the corporate or personal environment.
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