Latest beacon trials aimed at tailoring retail offers and assisting prospective students

Two new location-based marketing efforts are underway in Australia utilising beacon and mobile apps to tailor onsite experiences for customers and students

Example of a pushed retail offer during the Westfield Hornsby and CommBank trial
Example of a pushed retail offer during the Westfield Hornsby and CommBank trial

Two location-based services trials united in their use of beacon technology and desire to improve onsite experiences, but very different in terms of business objectives, have launched on opposite sides of the country.

Westfield mall owner, Scentre Group, has rolled out a new pilot of location-based marketing at its Westfield Hornsby store, giving shoppers with CommBank accounts the opportunity to earn tailored retail offers. Consumers with the new CommBank Offers app who opt-in to the trial can access offers from 20 speciality retailers initially, including InBloom Florists, Chemmart, Myer, McDonalds and Country Road, based on their personal preferences and location in the mall.

Scentre Group general manager of brandspace, Bill Burton, said the pilot uses a mix of smartphone iOS applications, Web-based content management systems, location-based beacon technology, and the Westfield SmartScreen digital screen networks. The trial is running from now until 31 December.

“We’re looking to deliver a seamless 'right offer, right time' experience to their mobile device,” he told CMO. “Of course, we always have the customer’s privacy at heart, thus the requirement to 'opt-in' for this service.”

At this stage, the CommBank app only tracks device ID and beacon location to present an offer.

“When shoppers opt-in, it allows retailers to serve messages relevant to the person’s location and shopping interests, avoiding spam,” Burton continued. “Imagine walking into a store that triggers an alert for a certain deal that suits you. The aim is to deliver a relevant, seamless, 21st century shopping experience for CommBank customers at Westfield Hornsby.”

As well as the benefit to consumers, Burton said the technology offered retailers a powerful and targeted way to talk to shoppers at the right place and the right time, driving traffic to their stores.

“For instance, a florist could create a discount deal on fresh flowers in the last hour of trade and let people in the vicinity know through the offers app,” he said.

Scentre Group is solely focused on piloting this technology mix and retail offer platform at one location this year, and just for CommBank customers, but will look at expanding to other retail malls if it’s successful, Burton said.

“We’ll be assessing all the learnings in January for a potential wider roll out,” he said.

CommBank executive general manager for retail products and strategy, Angus Sullivan, noted the rising popularity of the mobile wallet and said mobile phones are the new gateway to banking for millions of Australians.

“With more than 3.9 million unique customers with the CommBank app, we wanted to create a more advanced shopping experience which offers value beyond making payments or checking a balance,” he said.

“New innovations like the CommBank Offers app, along with the Loyalty feature in the CommBank app, offer customers the convenience and ease of keeping their loyalty cards and special offers safe and secure on their mobile device.”

Student on-boarding at Curtin University

Curtin University, meanwhile, says a recent pilot of beacon technologies during its August open day exceeded expectations and provided great data insights into students.

As part of the trial, Curtin launched a proximity aware app for both iOS and Android and which provided prospective students with tailored information based on their location on campus. To do this, Curtin partnered with tech provider and consultancy, iProximity, on its Hello mobile app and iPX management systems, and placed 25 beacons around the campus to push messages out to users.

Curtin University platforms manager, Anthony Green, said the objective was to enable and simplify the discovery of course-based information. However, other interactive content was also available, and the app also displayed the full university Open Day website when students moved offsite.

In all, 1401 prospective students registered on the Hello Curtin App, 85 per cent of which were using iOS devices, and averaged three different proximity enabled locations, generating more than 4050 individual information pushes.

“The pilot at Open Day exceeded our expectations and we learnt a great deal from the data collected,” Green said. “This has helped inform how we can integrate the platform at large-scale events with the beacon integration planned at Orientation Week and other on-campus activity.”

iProximity co-founder, David Burden, said Curtin was one of the first universities globally to roll out proximity-based information services during an open day.

“We are also very pleased that it was such a success and that there are plans to further incorporate proximity-based services across the university,” he said.

More stories on beacon technology

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, 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

Bullshit

John Winkler

Kmart turnaround chief to exit Wesfarmers, Target

Read more

End your financial worriesAre you a business man or woman? And you are in need of an urgent loan as to start up your own business? Or do ...

lance

Kmart turnaround chief to exit Wesfarmers, Target

Read more

https://uploads.disquscdn.c... [magic school bus] KID: where are we going today MS. FRIZZLE: the zoo KID: but last week we went to SPACE ...

Germain3161

Sephora Asia details its journey to data-driven decision making

Read more

DP Apparel bietet große Auswahl Audi Rennbekleidung in Deutschland zu den besten Angeboten. Das Geschäft bietet auch qualitativ hochwerti...

DP apparel

Audi Australia gets a new CMO

Read more

this is a really great news

Vincent Mouton

Mobile-first banking startup showcases fresh brand identity

Read more

Latest Podcast

More podcasts

Sign in