In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Master building firm, Allworth Homes, has completed a state-wide deployment of beacon technology across 10 sites in Australia, ahead of a new mobile app and strategy.
In addition to providing a full catalogue of home designs, the app utilises the latest in location capabilities, including iBeacon and Google’s Eddystone beacons to provide users with information regarding the display home they are visiting. The tour functionality provides customers with the current configuration details for the home on display, while showing the floor plan and facades variations available for that design.
Allworth partnered with software supplier, Leigo Industries, on the project.
Allworth Homes managing director, Stephen Thompson, said implementing this technology is a huge step forward in providing a unique experience for customers.
"The Allworth app will help equip people with the knowledge about our homes on display before they speak to a sales consultant," he said. "It is aimed at helping customers make more informed decisions about what they want to build.”
Thompson said the company recognised having an effective mobile strategy is more than just having a mobile-friendly website.
"We need to make information accessible online and offline to customers," he said. "It also creates another direct marketing channel for us as customers are able to make specific enquiries about the product they’re interested in, straight from the display home they’re standing in.”
Leigo Industries CEO, Robert Leigo, said when Allworth Homes approached the company with an idea for a unique customer experience, it quickly became clear that the right technology choice was deploying beacons in conjunction with native iOS and Android applications.
One of the key features of the app is it helps users find the closest display village to visit for each home design, as well as allowing users to favourite and track home designs they have visited.
“BLE Beacons were the perfect solution in display villages where close building proximity and a variety of building materials makes it difficult to pinpoint a user’s precise location, particular once they move indoors," he said. "We’re utilising technology that currently tends towards traditional retail stores, and using it to solve a traditional customer pain point in another industry.
"By providing consumers with information specific to their immediate location the app helps eliminate the traditional deluge of brochure and information. The customer then takes that information with them, reviewing their favourite designs and allowing for further research offsite”.