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The Serviceplan Group now has the largest beacon showroom in any German-speaking country at the House of Communication in Munich. Using 120 beacons installed in the indoor and outdoor area on Brienner Straße, all aspects and components of the value-added chain and thus the point of sale of the future are demonstrated.
Munich, 18th September 2014 — With the largest beacon showroom in the German-speaking market, the Plan.Net Group - one of Europe's biggest and most creative independent digital marketing agencies and Germany's leading agency for new media - not only demonstrates its leading position as an innovative agency, but also the numerous possibilities offered by smartphone “beacons” in indoor environments.
The application possibilities of the beacons are presented in a practical manner at the House of Communication with the help of various features. Visitors can now access the following tools using a total of 120 transmitters; Indoor Navigation, Shelf Communication, Recommendation Marketing, Dynamic Server Data and CRM at the point of sale (POS). The technical partner involved in the project is Bamberg-based Favendo GmbH and the brand of the beacons is “bluloc”. Companies including Blue Cell Networks, Match2Blue and Fewclicks, each with over a decade of experience in bluetooth technology, mobile software and eCommerce, are behind the beacon design.
Florian Haller, CEO of the Serviceplan Group: “The aim of the project is to demonstrate to our customers and all visitors to the House of Communication the possibilities that beacons already offer. They combine the advantages of physical and virtual POS and are not only relevant for retail, but also for brands with their own showrooms or flagship stores. And with the largest installation in any German-speaking country at our disposal, we are able to demonstrate all aspects and components of the value-added chain.”
Versatile application possibilities in retail
In retail, beacons are the ideal tool for personalised marketing at the POS. They can be used to greet visitors when they enter the store, send information about products to their mobiles, help them navigate their way around the sales floor, point out offers in their immediate vicinity or provide them with information about coupon promotions. And visitors are recognised as (regular) customers through the optional personalised connection to the beacon on entering the store.
Beacons thus represent a huge opportunity for in-store retail, as not only do they enable digitalisation of the point of sale, but also clever digital networking. Skilful use of the beacons gives shop managers access to opportunities previously restricted to online shops, such as Recommendation Marketing, Customised Shopping, couponing or personalised discounts.
Florian Gmeinwieser, Head of Mobile Marketing at the Plan.Net Group and responsible for the Serviceplan Group beacon project says “beacons are a new, encouraging ray of light in the field of smartphone usage in indoor environments - in the future they will attract a lot of attention, particularly when used at the point of sale. The small transmitters are one of the highlights of the digital industry and will soon be used by more and more companies and public institutions. I would go as far as to say that beacons will revolutionise our shopping experience and the way in which we shop. However, it is crucial that beacons are integrated into a marketing and communications strategy - otherwise they will simply be a technical gadget!”
The next step is to equip all the other European Serviceplan offices with beacons, so that the Serviceplan Group sites in Berlin, Brussels, Hamburg, Milan, Paris, Vienna and Zurich can also become beacon showrooms.