Best of Beacons This Week: Apple files for ‘Works with iBeacon’ trademark and more
Last Updated:  May 10, 2018
We are back with this week’s best of beacons round-up. In this feature, we cover some interesting news and updates from Apple’s recent ‘Works with iBeacon’ trademark application to how beacons can be effectively used in banks. So, sit back and check out the latest stories on iBeacon technology.
The Hong Kong Trademark office officially published two new Apple trademark applications – ‘Works with Apple iBeacon’ and ‘Works with Apple AirPrint’. Both logos are figurative-styled logos and filed under International Class 009 that covers hardware.
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While beacons are becoming mainstream in the retail industry, they can prove to have similar potential for banks as well. The valuable customer insights and data that beacons gather is one of the biggest reasons why banks and financial institutions are investing in beacon-based solutions. Beacons provide a way for banks to precisely target customers who visit the branch infrequently.
SAFE Credit Union is one of the several financial institutions that has piloted iBeacon technology. The credit union used beacons to send alerts that prompted customers to take a simple survey when they exited the bank. This initiative led to a measurable increase in the number of surveys that were filled out.
Beacons at banks are also being tested to personalize branch visits and offer product pitches to customers when they wait in teller queues. Some banks have also used beacons at ATMs, in order to connect with customers outside the branch as well.
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Beacons provide a great channel for banks to differentiate and provide a personalised experience. NCR Corp reported that nearly 60% of customers are open to beacon-based services at banks, thus signaling a strong growth for iBeacon technology in the banking sector .
Heineken is leveraging location-based technologies with the aim of converting points-of-purchase into ‘smart places’ in order to personally connect personally with customers. Heineken plans to use beacons and integrate with Shazam in order to create engaging content that can be used in-store as well as at outdoor locations.
Heineken plans to work with 20 to 30 beacon-based retail/shopping apps for location ads. Previously, Heineken had used beacon-based messaging to promote the James Bond movie – Spectre.
Heineken also plans to partner with Shazam, due to the large number of users who already have the app installed on their smartphones.
In order to differentiate and succeed in today’s fast paced market, brands should not only focus on customer engagement but also brand loyalty. The traditional approach of building brand loyalty through loyalty cards and stamps may not be the best approach for the current tech-savvy smartphone generation. Powerful new technologies like iBeacon are helping in transforming traditional loyalty programs by making them more personalized, data driven and contextual.
Beacon-based loyalty programs are not only easy to use but also effective in terms of precisely connecting with target customers. However, the true value of any beacon based program is the customer insights and data it gathers; this immediate access to data makes it easy for any brand to assess the current loyalty program and make necessary changes if required.
Several leading brands across diverse industries from retail to sports to restaurants have already invested in beacon-based customer loyalty programs. Sephora, Macy’s, Starbucks and American football team, Seattle Seahawks are some of the leading brands that leverage beacons for their customer loyalty programs.
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Moving forward, beacons will be used to not only precisely target customers in physical locations but also entice and build relationships with online customers.
Hamad International Airport at Qatar recently launched its beacon- enabled app in order to provide an immersive and connected experience at the airport. By simply scanning the boarding pass and opting for location identification, passengers can get valuable information about flight status, boarding gates, baggage claim and retail offers directly on their smartphones.
The airport has installed 700 beacons in order to provide an enhanced experience, where passengers receive real-time location-relevant information directly on their smartphone screens, instead of browsing through traditional app menus.