​Fujitsu and iProximity partner on location-based marketing

The new collaboration is set to deliver personalised content and targeted offers to customers’ smartphones and on near-located digital signage

Fujitsu and proximity marketing provider, iProximity , have struck a partnership to provide marketers with a new way of driving customer engagement in the retail environment.

The Australia and New Zealand partnership leverages the Fujitsu TELenticeTM digital media solution and the iProximity iPxTM proximity management and campaign platform to provide a new solution for retailers, advertisers and marketers to deliver more personalised content to shoppers using nearfield communications technology while onsite. This includes welcome messages, special offers, discounts, product suggestions and reviews to customers’ mobile devices.

The solution simultaneously triggers brand and product information to be displayed on digital signage near the customer. It is also designed to deliver better analytics and a faster speed to market for new campaigns and promotions.

The new offering is aimed at driving greater personalisation with customers at a contextually relevant moment in time. As well as offering a more engaging and relevant experience for customers, the solution also integrates with CRM and ERP systems as well as loyalty platforms to create a linked omni-channel capability, the two companies said.

By delivering tailored information and offers to specific customers and in specific locations on their smartphones and surrounding digital signage, Fujitsu and iProximity said they’re providing marketers with increased ability to build brand awareness and loyalty, while improving cross-sell opportunities and encouraging repeat business through targeted meaningful customer interactions.

For example, a customer who buys a product online and arranges an in-store pickup can be greeted by name when they arrive and guided through to a pickup point. The solution allows customers to scan products with NFC tags or QR codes to display product information on large format displays. Customers can also control the content they see on the large screens via their smart phone.

iProximity founder, David Burden, said one of the important factors driving the collaboration is the focus on personalised customer experience.

“That is often driven by the speed that we can change the content on the signage,” he said. “Fujitsu’s TELentice system is the fastest and most reliable system we have worked with, which means those consumer surprise and delight moments can be really captured, resulting in high levels of brand engagement.”

Fujitsu A/NZ digital media director, Stewart Cathie, adds a new dimension to the meaning of customer experience.

“Through integrated content on mobile devices and digital signage we can guide the customer through the complete buying process in a retail environment," he said. “We can use the platform to trigger specific content messages as the customer moves through the store and also suggest related products to match a customer’s previous purchase.”

According to Cathie, consumer demand for a personalised experience is clearly growing in the digitally competitive, mobile marketing environment.

“Brands that take this on board are building stronger loyalty and delivering a more engaging in-store experience,” he claimed. “The opportunity for differentiation and greater brand efficacy through personalised digital communications is very appealing to many retailers and other consumer facing organisations.”

As a result, it makes sense to focus on using the technology consumers are using most frequently to engage with them and ultimately, enhance their shopping experience.

“More consumer segments expect greater use of technology in their shopping experience and it makes sense to engage consumers on devices that they’re already using so prevalently,” Cathie said. “Putting content on mobile screens in a way that complements large format digital signage allows greater penetration of marketing message and consumers can take content away from a store on their devices.

“Integration with mobile devices expands Fujitsu’s digital display capability to include a new, important dimension to engaging consumers with brand and product content.”

At Fujitsu, Cathie said the business is also seeing a growing trend towards consumers researching product information to support buying decisions, without the assistance of store staff.

Read more: London buses trial beacon technology for smartphone advertising

“Our solution enables consumers to be deeply immersed in compelling product information or demonstrations on digital signage while receiving specifications and potentially offers on their smartphone,” he added.

Fujitsu and iProximity are currently working on implementation strategies with a number of clients across different facets of consumer facing buying situations, he added.

“Our combined, substantial portfolio of existing clients has responded very positively and the Fujitsu’s TELentice platform and iProximity’s iPX platform integration was a seamless fit,” he said. “We integrated the technologies in a very short window and subsequent testing revealed very fast response times. There are also no issues with hardwiring or battery replacements that other beacon solutions may face.”

More on beacons and proximity marketing:

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