​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:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Putting the ‘human element’ back in marketing

During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver

Paul Mitchell

Managing director, The Human Enterprise

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

I have been suffering from (HERPES) disease for the last two years and had constant pain, especially in my knees. During the first year, ...

Steven Kizzy

KPMG Australia appoints ex-Publicis leader as head of brand strategy

Read more

When they say they had to much focus on traditional media, this is code for very bad creative, and very bad category strategy, Clearly th...

Rob

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

play barbie games https://www.barbi-igre.net/

Karlo Bozak

Rethinking gamification in marketing

Read more

There are lots of software tools available online that can do what you are asking about and also trace the location of a cell phone and e...

Curtis Bacchus

CMO's top 10 martech stories for the week - 9 August 2018

Read more

Love the counter intuitive StubHub example!

Rishi Rawat

Yale University says you’re missing this marketing advantage

Read more

Latest Podcast

More podcasts

Sign in