Proximity Marketing: Its Application & Benefits for Businesses

Proximity Marketing: Its Application & Benefits for Businesses

In order to increase their bottom line, business heads need data that can generate information about their customers, both one-time and recurring. Information such as likes & dislikes, time spent at a particular store/point, and engagement with other recreational zones among others when gathered can then be used for planning an effective proximity marketing strategy.

What is Proximity Marketing?

Proximity marketing, the new wave for large facilities help communicate with their customers in real-time while personalizing notifications right to their Smartphones. It is a system that uses technology to directly communicate with customers via adaptable devices. This is the modern way of targeting the visitors and the best part of it is that it engages them as well.

Isn't that a great news for large facility marketers?

How Does Proximity Marketing technology Work?

First of all, we need to understand the fact that this feature can be enabled with an indoor positioning platform only.

Once integrated into a Smartphone app, proximity marketing works to fine-tune the approach of the facility to improve customer experience and engagement.

Go through these points to know how it works:

1. Firstly, beacon technology is deployed within the facility, within the range of the store.
2. Bluetooth enabled Smartphones detect these signals and send the ID number attached to these signals to the cloud server.
3. Now with the help of this ID number, the server responds accordingly and sends notifications to the respective customer in the form of discounts, new products, feedback, or even greetings.

Hence, proximity marketing works best for both entities, the customers and the management. This survey has more details.

shopping-mall

Proximity Marketing with Beacons - The Fifth 'P' for Business Marketers

A renowned marketing professor Edmund Jerome McCarthy from America in his book titled Basic Marketing proposed this concept of 4Ps of marketing in the 1960s. The 4Ps being Price, Promotion, Product, and Place, the basic marketing mix.

Today, with rapidly growing market trends and indecisive customers, the need for the fifth P has evolved and, therefore, Proximity Marketing. Visitors in large facilities are looking out for something that can notify them with exclusive offers even before they explore the store.

Here it is then, with proximity marketing with beacons, facility heads can target their customers based on their previous interactions, and make them avail discounts, made exclusively for them.

Proximity marketing with beacons becomes very important in order to seek the attention of the digitalized masses of the 21st century.

Proximity Marketing with Wi-Fi

Ever heard of Wi-Fi being used as a proximity solution? No right! However, with the widespread usage of Wi-Fi among the masses, marketers are now using it to send notifications. With the help of Wi-Fi hosting website, managements of the facilities will be able to send location-specific content to the visitors. Technically, Wi-Fi is not the best fit for proximity based marketing though because of the less accuracy it provides.

Proximity Marketing with RFID Based Systems

The most common usage of RFID tags is to track store products and inventories in warehouses. After its introduction in 2003, it received great recognition from the masses, however, it was ephemeral.

The biggest challenge for the large facility owners in deploying this technology in their facilities was it required various components. Tags, readers, apps, and much more such hardware is required to setup an RFID technology.

In short, it needs a substantial amount of investment upfront as it does not inherit compatibility with mobile or other platforms.

So, proximity marketing with RFID is a costly affair and business heads have too many pockets to feed.

The traditional strategy of sending push notifications and discount coupons to visitors is long gone. It is time now for personalized content delivery. The role of the modern proximity marketing is to enhance and attract the customers' store experience and in the process build genuine loyalty and gather feedback as well.

With proximity marketing in industries such as shopping malls, aquariums, museums, convention centers, warehouses, among many. the scope for enhancing their visitor experience and increase in bottom line is much certain.

Additional Benefits of Proximity Marketing Solutions

Apart from notifications, enhanced customer experience, and customer personalization, it can offer benefits such as:

• Customer Engagement - It is already an observed fact that more than 75% of customers have associated themselves with a Smartphone app to avail the benefits of proximity marketing while they are shopping.

• Customer Insight - To know what your customer is looking out for is impossible but with proximity marketing, the entire purchase map of your customers can be gathered at the end of the day and, henceforth, you can drive your consumers in their future visits.

proximity-marketing

• Hyper Customer Personalization - Based on the data you gather on each customer, the mall heads can hyper customize the selected customers with much higher discounts as a token of gratitude. This will certainly double the visitor engagement.

• Higher Conversion Rate - The fact that your interaction within the facility is recorded and customized, the consumers are by nature motivated to buy. Therefore the conversion rate of engaging will convert to buying.

• Mass Personalization - Multiple customers at once can be personalized with each one's data scrutinized digitally to avoid any form of miscommunication or confusion.

The leading retailing businesses across the world like McDonald’s, IKEA, Amazon Go Store, etc. have already integrated proximity marketing within their businesses and have improved their bottom line.

proximity-marketing

Proximity Marketing Will Create a Win-Win Situation for Businesses

Looking forward to the near future, business heads will use this technology to collect critical visitor behavior data and allow them to engage them in a better way which eventually will result in a healthy RoI.

However, proximity marketing is not confined to beacon technology alone. Depending on the facility and the services it demands and their budget, marketers will have to pick the relevant one and break the gap between online and offline customers to reach out to larger visitor segments.

About Pigeon

Pigeon is a positioning and navigation solution built for the enterprise.

Based on Geolocation tech, Pigeon aids in indoor positioning, indoor navigation, asset tracking, indoor location tracking and event management among others.

Pigeon’s real-time location tracking technology enables location based services for shopping malls, healthcare facilities, corporate campuses, and museums to name a few.

Types of Indoor Positioning Systems [Key Features of Indoor Navigation, Magnetic Positioning and Indoor Localization Technologies]

Types of Indoor Positioning Systems [Key Features of Indoor Navigation, Magnetic Positioning and Indoor Localization Technologies]

Indoor positioning is the most commonly used umbrella term which includes all of these ‘indoor GPS’ technologies. However, when observed closely at the technological platform they thrive on, the rationale for using these varied terms to describe them individually becomes self-explanatory.

Indoor navigation, magnetic positioning, and indoor localization refer to technologies adopted by large facilities to help them locate objects, spaces, or people inside the facility where the satellite-enabled Global Positioning System (GPS) does not work due to the infrastructural elements such as walls, cabin material, glass, etc. In order to counter this challenge, Indoor Positioning Systems (IPS) use a wide array of platforms to enable users locate and navigate within a facility, wayfinding to their points of interest.

Types-of-indoor-positiong

One of the primary reasons for incorporating this technology within a large facility is the flexibility it offers inefficient facility management. Once adopted, users can effortlessly locate, navigate and way find on their smart devices.

An extension of these technologies makes Location Based Services (LBS) possible as well.

Indoor Positioning Technologies - Key Features

So what are the key features of these three positioning technologies? What industries can they be adopted by to help manage the facility better? Which is the most cost-effective type?

It has been eruditely mentioned in an article in 2013 that for this technology to be successful and arrive at a point where precision becomes the norm, a combination of technologies such as Wi-Fi, Bluetooth and Ultrawideband may be the answer. Towards the end of the article even leveraging benefit from Internet of Things (IoT) was mentioned, which as we know today, is a reality that has emerged faster than it was predicted.

The table below lists these three terms against parameters used to identify them. With growing focus on the applicability of these technologies, as mentioned in this highly engaging feature, it is important to understand the fine differences between these three terms as well.

Indoor Navigation Magnetic Positioning Indoor Localization
Used for Navigating inside a large facility Locating people or objects inside a building Locating a device or a user inside a building
How does it work? Uses radio waves, acoustic signals, and other sensory information Uses magnetic sensor data from a Smartphone Recommended for use with Wi-Fi & IoT
Technology platform Wi-Fi, Beacons, Bluetooth, Radiofrequency Magnetic Fields within a facility Wireless Infrastructure with IoT
Accuracy 80% and above 90% and above 95% and above
Industry applicability Office Spaces, Wildlife Parks, Resorts, Shopping Malls, Convention Centers Office Spaces, Shopping Malls, Warehouses Hospitals, Shopping Malls, Disaster Management
Indoor Data Tracking Possible Possible Possible
Additional Infrastructure Wireless Infrastructure, Beacons, etc None Wireless Infrastructure
Cost Subject to hardware installation Comparatively cheaper Subject to hardware installation
Works as a mobile application? Possible Possible Possible

What can be gathered from the above chart is that using an IPS will have to be based on the industry it is set to be implemented in.

However, as has been written about in our earlier blog posts, a facility needs much more from a mobile application than positioning and navigation alone.

Hence, the success of any of these three technologies lies in seamless integration with other features like indoor navigation which would help in superior facility management.

How Important is Accuracy and How Accurate is an IPS?

Let’s not forget the fact that an IPS should not be evaluated by its accuracy alone, though accuracy defines the effectiveness of the technology. And with recent improvements in algorithms, it’s much safer now to call IPS the most accurate technology for navigating as GPS systems do not work effectively indoors. This journal article has plenty of details on the accuracy of an IPS.
indoor-navigation-system

Tracking People and Objects

The safety & security of people and objects is assured with IPS as it can control people and restrict them to certain areas. Also, it gives a visual overview of all the personnel within the house which makes it easy to monitor.
IPS plays an important role in facilities that need to track personnel and ensure accountability of their safety as well. For instance, while someone (personnel) is in a static position in a space not meant for them, this technology will identify it and notify the management instantly.

Additional Benefits of IPS on Tracking People and Objects:

• Protection from theft and misplace of assets
• Assurance of tracking compliance and protocol
• Helps avoid accidents and enhances the safety of the workers and the visitors
• Tracks suspicious gestures and optimal employee accountability

About Pigeon

Pigeon is a positioning and navigation solution built for the enterprise.

Based on Geolocation tech, Pigeon aids in indoor positioning, indoor navigation, asset tracking, indoor location tracking and event management among others.

Pigeon’s real-time location tracking technology enables location based services for shopping malls, healthcare facilities, corporate campuses, and museums to name a few.

How Can Indoor Mapping and Wayfinding in Hospitals Improve Patient Experience? [Indoor Navigation & Positioning]

How Can Indoor Mapping and Wayfinding in Hospitals Improve Patient Experience? [Indoor Navigation & Positioning]

This post was last updated on Apr 2, 2019 

Using indoor mapping and wayfinding in hospitals improves patient experience as these methods aid in effortless hospital navigation. For hospital wayfinding solutions, facility managers could try a hospital wayfinding app, a comprehensive navigation technology for wayfinding in healthcare facilities.
wayfinding in hospital

Navigation and Wayfinding in Hospitals

Wayfinding in hospitals has become a serious concern for patients and visitors when they enter the facility, especially because they are anxious about their health or the health of a loved one.

For first time visitors, it could be even more confusing if they end up spending more than a few hours at the facility locating a specialist’s office, the diagnostic lab, a cafeteria, etc. in a huge healthcare building.

Also read our blog Real time location system for Healthcare Sector

The most common visitor complaints on hospital infrastructure are as follows:

  • Visitors get frustrated when they are unable to locate a point of interest within the facility
  • Visitors need to keep asking for directions constantly to find their way
  • Locating emergency exits and obtaining safety instructions

These problems lead to a botched patient experience and does not enhance the image of the facility in public view.

To address these problems, hospital wayfinding apps can be an optimal investment for hospital administrators as these technological platforms which work on Smartphones will help them reach their intended destinations effortlessly and most importantly, save a lot of time.

In addition to this, wayfinding in a healthcare facility will eventually lead to crucial enhancements for hospital managements in relation to operational efficiency and creating an interruption-free environment.
Indoor Navigation for Hospital Facilities

3 Important Uses of a Hospital Wayfinding App

  • Patience Experience Enhanced Significantly
  • Continual Visitor Feedback
  • Brand Recognition

Empowering visitors at hospitals with an indoor wayfinding app which can be used on their individual Smartphones will lead to a holistic healthcare process, culminating in a productive association for both the facility as well as the visitors. Creating a good impression during the first visit is very important, and failing to do so might result in poor patient experience eventually leading to loss in visitors.

Wayfinding apps allow visitors to obtain necessary information of the facility enabling them to reach a certain destination within the hospital on their fingertips, making it an effortless journey from point A to point B.

Let’s briefly look at the utilities these apps provide.

Patience Experience Truly Enhanced

The advent of technology has improved operations in many large facilities with easy and effortless services, however, in the case of hospital wayfinding apps, it’s more than just directing or guiding the patient from one point to another. They also enhance patient experience with features such as push notifications, safety alerts, pre-planned routing, etc.

Continual Visitor Feedback

Feedback from the visitor may not always be genuine or timely in large facilities, as it can be manually curated on pen and paper with a rushed sense of responding randomly to a questionnaire. With these apps, the management can allow visitors to respond on a real-time basis, ensuring the management obtains a firsthand review of their experience in the hospital.

The same reviews and feedback can then be shared on social media profiles of the hospital to showcase patient experience.

Brand Recognition

With hectic competition in the hospital industry, hospitals should ensure necessary efforts are taken to create a strong brand recognition among its patients, visitors, and vendors as well. Hospital wayfinding apps can be the ideal platform to connect to patients/visitors by providing them with advanced technological services and by visually communicating to them the vision, mission, terms of the hospital.

Wayfinding Solutions for Hospitals

A survey on brand awareness in hospital industry reveals that brand recognition plays an important role in making or breaking the fortune of the hospital, however, a strong brand recognition comes only through 360 degree services provided to visitors.

Patients talk about their experience at hospitals with others and when this talk becomes  positive, the brand vitality is enhanced, becoming a great asset for the hospital management.

Listed below are a few benefits of using a hospital wayfinding app

  • Both the visitor/patient/customer and the hospital staff/management can locate the shortest route to their intended destination
  • Can reduce interruptions of emergency medical staff when they are face questions on directions
  • Improves the overall patient/visitor experience at hospitals
  • These apps can also restrict visitor to designated areas meant only for doctors and nursing staff
  • The visitor can chalk routes and plan course of action based on this

The bigger picture of integrating technology with hospital management is solely to reach out to all visitors at the hospital and enhance their experience of the facility, while reducing the mental stress they have go through.

A hospital wayfinding app will allow users to search for intended locations and get there using the shortest possible route, finding various in-patient wards, out-patient blocks, or restrooms effortlessly.

About Pigeon

Pigeon is a positioning and navigation solution built for the enterprise.

Based on Geolocation tech, Pigeon aids in indoor positioning, indoor navigation, asset tracking, indoor location tracking and event management among others.

Pigeon’s real-time location tracking technology enables location based services for shopping malls, healthcare facilities, corporate campuses, and museums to name a few.

Shopping malls can now employ an app to enhance visitor delight

Shopping malls can now employ an app to enhance visitor delight

Shopping malls pursue innovative strategies to engage visitors and provide them with a unique experience each time they visit the facility. And technology has been increasingly applied to management of shopping malls for not just safety and security but also for games, rides, etc.

The latest technology now being used is the Indoor Positioning Systems (IPS) in the form of a smart phone application. Developed by the Hyderabad facility of US based software firm Srisys, the Pigeon app is embedded with features for safety, events and notifications, way finder, and space for advertising.

The CEO of the firm added that, “Navigating inside a shopping mall to find the location of your choice on a busy day could be a stressful task for visitors. The Pigeon app’s advanced features helps resolve this issue thus creating enhanced visitor delight.”

shopping-mall-navigation

About Pigeon

Pigeon is a positioning and navigation solution built for the enterprise.
Based on Geolocation tech, Pigeon aids in indoor positioning, indoor navigation, asset tracking, indoor location tracking and event management among others.
Pigeon’s real-time location tracking technology enables location based services for shopping malls, healthcare facilities, corporate campuses, and museums to name a few.

Does Indoor Navigation Enhance Visitor Experience in Museums? A Primer on Museum Management Technology [Indoor Wayfinding Technology]

Does Indoor Navigation Enhance Visitor Experience in Museums? A Primer on Museum Management Technology [Indoor Wayfinding Technology]

Do museums still enthrall visitors the way they did earlier? Or are museums themselves a thing of the past? Well, museums can still stay relevant and enhance visitor experience if they turn to indoor navigation technologies.

Read this primer further to explore how indoor wayfinding technology can help museum management strategize space management while surpassing visitor expectations.

museum-navigation

Visitor Experience in Museums Today

The experience of witnessing historical artifacts and memorabilia for visitors is quite engrossing due to the ambience the venue creates. The collections’ placement within the venue, the lighting and the engagement with the staff amongst other factors add to the aura of the objects put up for display.

Museums are places which preserve historical materials and showcase it to visitors for the purpose of recreating vital moments from the eras gone by. Material connected to the human race and its activities is quite important in helping us understand where we stand today with respect where we were a few hundred years ago. Museums are a testimony to the fact that humans have an innate desire to collect and maintain historical artifacts for building a discourse for the next generation.

A recent study reveals that museums haven’t been reaching the visitors’ expectancy levels and fail to engage them optimally. What could be the factors leading to this situation?

This is where the use of new technologies can come in and aid in efficient museum management as despite the grandeur of the atmosphere this experience for visitors could remain incomplete if the tour of the museum is not well timed and navigated. Visitors want to maximize their day at the venue and indoor navigation technology achieves just that.

experience-in -museums

Enhancing Visitor Experience at Museums

Most of us have visited a museum at least once and vividly remember the experience. While we may not recall all that was exhibited, we are sure to distinctly place the chronology of events that occurred before and during the visit.

We might also remember asking lame questions about a certain exhibit to our guide or one of the museum employees. Whether our questions were naïve or the whole experience itself spellbinding, museums do surely regale us with nuances from historical times.

Museums don’t just deliver information gathered from a dozen books but also introduces us to visual material which can be experienced first-hand. To sum up, no other scientific or cultural spaces offer the spectacle which a museum guarantees as it is a comprehensive and visual encyclopedia.

Here are a few ways in which museums can cater to the eager public.

Infotainment

Most venues in the modern day era offer a lot of entertaining facilities which are specifically meant to make the visitors have a jolly time at the venue. But museums are an exception because they entertain as well as educate the visitors.
That is the sole reason why educational and many other institutions take the students to the museums. So that they get to have a real-time look at what is being taught in the classroom sessions because as it is believed that what we see remains for a long time than that of what we read. Visits to museums will make the students retain the knowledge that is taught in the classes.

art-muesum

Cultural Introduction

In natural and historical museums, the exhibits talk about the history of the cultures and their contribution to the existing ones. Most kids from the modern era don’t really have cognizance of history. Museums will educate them about cultures that existed before and the importance they have in the present society.

There is a strong belief that people should adapt to the upcoming technologies to enhance their experiences in their respective facilities.

It’s going good with the existing generations but what about the next generation which is officially called as the ‘Gen Alpha’. Can they accommodate themselves in venues like museums without any technology?

Indoor Wayfinding and Tracking

We are now in an advanced technological society where-in our day to day interactions with other people, shopping for groceries or clothes, paying bills, etc., are mediated through technological platforms which were thought of as impossible a few decades earlier.

Mapping and routing are one of them. Most people, regardless of age, are used to navigating and locating places of interest using their smartphones via GPS technology.

In the context of a museum, imagine if visitors could pre-plan their route within the facility and find their way effortlessly to areas of interest.

Events Management

Museums do hold regular events either to commemorate a person or an event in history which deserves public attention. With one smartphone application management can schedule and manage events effortlessly.

This will help in greater public participation and enhanced image of the museum as well.

Location Based Services

Use of this kind of apps will facilitate location-based services for users as well. The apps relay location-based notifications, safety tips and alerts, safe zones for meeting in case of an emergency in real-time.

Importance of Technology from Visitors’ Perspective

Anywhere across the world, museum visitors enter the venue with a curiosity to learn, know and get enlightened on the art, science, and many more other aspects related to history. But while they explore the facility, the visitors have been facing a few challenges that happen to occur due to lack of technology within the venue.

Use of technology can be viewed as an empowering experience when used for the right purposes, most often, to better the lives of the populace. Similarly, in museums, an assumed hectic day of the visitor can surprisingly be transformed into a day of fun and learning.

Technology offers opportunities that will enhance visitors’ experience in the museum sector, and many museums have already begun experimenting with technologies to enhance their interpretive and accessibility strategies. By embracing new technologies, it will improve museum activities; museums can be transformed into an innovative and creative space where the visitors can explore the venue with ease rather than not just being an artifact visitor.

A decade from now, technology is going to play an important role in museums; visitors will drive into museums only if there are technological facilities available within the venue, a survey reveals. Not many visitors are interested in wasting time in navigating themselves within the venue and so adaption of technology will be the key for penetrating visitors.

New Technologies for Enhanced Experience

Despite puritan arguments from one side of the spectrum which views museums as spaces which cannot be mediated by technology, there is already a trend setting in which proves otherwise.

Here are a few technologies that will surely be trending in museums in a few years from now.

Indoor Navigation and Wayfinding

Museums have a complicated environment for those who are waiting to be initiated into the spectacle it has to offer once you step inside. Added to this, not many visitors want to kill their time in searching for their spaces of interest within the venue. With this Technology under your disposal, visitors can position and navigate themselves with ease. However, this technology serves the visitors provided they carry devices that can be Bluetooth-enabled like a smartphone.

This geo-location technology functions with the help of beacons, which is a wireless sensor. Through this sensor, the visitors can walk into the museum and explore it from one end to the other without any hindrance. In an online survey by the website EOT (Eyes of Things) from Spain, they found out that using technology in museums will bring a new perspective for the museum visitors and will aid in efficient management as well.

Recently, beacon technology has been attracting the museum sector and it looks like in the near future, museums across the world will become techno-friendly. This technology will offer creative ways of engaging the visitors have with the space and more likely than not, enhance it.

4D Scanning

Digital 4D scanners will allow visitors in museums to experience the exhibits in a very realistic manner. This technology is an upgrade of the 3D scanners which was first appeared in the year 1980s. This technology is mostly used in industries that involve product development. However, some art museums are in plans to use 4D scanning in their education and accessibility departments within their museums.

Tactile Gallery in Colorado, US, is a permanent gallery where visitors can touch and feel the reproductions of art. Now with the sophisticated 4D scanning technology, it is highly possible to create extremely precise reproductions of artworks with detailed textures of brushstrokes and colors.

This technology will make the visitors have a participatory interaction with the artifact that can develop a good understanding of the exhibit.

digital-4D-scanners

Virtual Reality

Virtual Reality or VR, in recent times, has got a lot of attention from the mainstream population. Thanks to video game companies who use this technology to upgrade the visitors’ experience in the field of gaming. Now, museums are looking forward to associating with this technology for the betterment of the venue.

Ideally, museums should encourage connection between a visitor and the museum itself, and VR offers the facility that can forge those connections. The use of VR in museums will leave the visitors inspired enough to take more interest in venues that educate and entertain. Also, the use of this technology in museums will be an added opportunity for visitors.

VR has already been in use in some of the venues and the visitors’ number has been increasing after adapting VR. Natural History Museum of Los Angeles County and Whitney Museum of American Art from the New York City are currently experimenting with VR in their venues and are seeing a massive change in the visitors’ participation. In the future, this technology also allows visitors to experience the venues from their homes.

Even in this age of rampant technological progress, there is enough space for false and misguided information to spread like wildfire before we even realize the repercussions which may occur.

Virtual-reality

Tomorrow’s Museums

Museums have always acted as a powerful reminder of the history for both darker and lighter sides. But there are many instances where the visitors were not convinced by the artifacts alone and were seeking for something that can visually explain the presented better. Contemporary visitors to museums have complied with lukewarm engagement and passive experiences but the same may not necessarily be accepted by the next generation.

The future of museums according to the director of Whitworth Art Gallery in England is that the visitors will feel at ease due to the technological facilities within the venue. Visitors will commingle and explore things in the company of strangers. He also feels that museums should be sociable spaces that can break the common challenges in the society of social hierarchy and inequality.

However, in whichever age we are, museums have to do everything to engage their visitors, especially, in case of indoor navigation because of the fact that it is a prerequisite in large facilities.

Eventually, museums are much more than just repositories of objects; they are meeting places for people and ideas.

About Pigeon

Pigeon is a positioning and navigation solution built for the enterprise.

Based on Geolocation tech, Pigeon aids in indoor positioning, indoor navigation, asset tracking, indoor location tracking and event management among others.

Pigeon’s real-time location tracking technology enables location based services for shopping malls, healthcare facilities, corporate campuses, and museums to name a few.

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