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Harvard Museum, Remy Martin and Tulip Theme Park Adopt LabWerk's Beacon Solution

The Dutch company is also providing its mApp platform to Oregon's SamplingLab store, Italy's ZOOM Torino Biopark and the Panorama Berlin fashion exhibition.
By Claire Swedberg

LabWerk's first mApp installation, however, was at Holland's Tulpenland, a theme park dedicated to the tulip. Here, Boekel explains, visitors can learn about the flowering plant's history and about specific varieties, and take quizzes or play games via their phones based on what they've learned onsite.

The Tulpenland solution consists of Estimote and Kontakt.io beacons that transmit data to iOS phones (and, later this year, to Android phones) operating the Tulpenland app created by LabWerk. The system, which utilizes LabWerk's content-management software, was taken live in March 2014, and is used by the theme park not only to help tell the story of the tulip beyond the limited amount of text that can be written to signage, but also to identify traffic patterns around the park.

LabWerk's Floris Boekel
Last year, LabWerk also provided a beacon-based solution, including a custom-made phone app, for cognac company Remy Martin, which is conducting a Europewide marketing campaign to engage younger consumers. Beacons are installed in a mobile exhibit that is parked in cities and provides information about the company's cognac, while also displaying the marketing artwork of college student contestants that promote Remy Martin's products. Visitors are invited to download the Remy Martin app, and as they walk through the exhibit, the beacons trigger the delivery of location-based content, such as video and other information regarding the creative work of each student whose ideas are being considered for the company's future marketing efforts.

Throughout the cities hosting the exhibit, several bars or discotheques are also participating. At each location, Remy Martin installs Bluetooth beacons that send a coupon to Remy Martin app users as they enter that site.

This summer, the technology will be used at Panorama Berlin, a fashion exhibition during Berlin Fashion Week. The July program includes 33,200 square meters of exhibition space in which apparel companies will show off their products. Here, LabWerk is providing Panorama Berlin with a software development kit (SDK) for Android and iOS devices, as well as 250 Kontakt.io beacons to use the beacon-based location data in the tradeshow's own app. Attendees will be able to download the Panorama Berlin app, so that when they arrive, they will be greeted and an icon on their phone screen will display their location. They can then browse through a list of exhibitors or speakers, Boekel says, and, when they select one, view instructions indicating how they can reach that location from where they are.

In Portland, Ore., the technology is currently being used to assess shopper behavior at SamplingLab, a store that provides new makes and models of products to Millennials at no cost, in exchange for their feedback about what brands they like. Users are invited to share their experiences with a particular product (such as food, a beverage, a personal care item, household goods or a healthy-living item) on social networks to earn rewards as well. With the mApp system, shoppers receive detailed product information based on a tag read, and are also prompted to fill out a survey about their interest in a given product. SamplingLab uses beacon technology with its own app that members download on their smartphone.

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