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Kiev Discount Store Pilots Beacons for Loyalty, Analytics

Auchan is providing promotional information to customers as they arrive at the store, while also collecting analytics to understand shopper traffic and behavior in each of its product aisles.
By Claire Swedberg
Tags: BLE, Retail

The store's battery-powered WiBeat BLE beacons are mounted at each end of every aisle, so that the technology can better understand when a customer enters and leaves a given aisle. In that way, the system provides analytics data as well. For instance, the store can view how long an individual spends in each aisle, pair that information with the promotions or products on sale at that spot, and gain an understanding of how much interest they are generating among customers. The store can then compare that information against sales data, enabling it to further understand not only whether or not customers are interested in particular products, but also whether that interest leads to sales.

The primary benefit for the store, Rusnak says, is expected to be customer loyalty. The app ensures that shoppers are aware of sales, discounts and happenings within the store during their visit, which the company hopes will lead not only to more sales but also to greater interest in returning for future events and sales.

A Leantegra WiBeat BLE beacon
Thanks to user-defined customer analytics, Rusnak reports, the store hopes to analyze how well proximity marketing boosts sales, as well as how well existing marketing strategies are working. For instance, he says, if the company determines, based on the collected beacon transmission data, that a promotion has failed to generate much foot traffic around a specific product at the store, it can re-evaluate that promotion.

The WiBeat BLE beacon provides up to a 100-meter (328-foot) read range and supports iBeacon, Eddystone and hybrid (iBeacon and Eddystone) modes. The beacon can also serve as a real-time location system (RTLS) tag for real-time tracking of the item to which it is attached.

If a promotion generates insufficient foot traffic around a particular product, the store can re-evaluate that promotion.
Later this spring, Auchan intends to evaluate the deployment's results based on how customers use the technology, as well as whether particular sales or promotions lead to greater sales. "Our team would like to gain insight into a business value our technology can leverage in retail," Rusnak says. "In other words, our aim is to see boost of sales, an increase in a client wallet share and a deeper customer engagement."

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