Ever since its introduction, beacons have been attracting the attention of marketers worldwide, largely due to the ease of providing consumers contextually relevant information, building relationships, and generating better returns. However, without this element of proximity, there would have been a huge compromise on the value-add factor of these notifications, as they would either be sent haphazardly or at impractical times. For example, discount coupons sent to a consumer after he/she has already paid and left the store, are considered as spam. On the other hand, if he/she had received the same discount coupon before he/she made his/her way to the billing counter, the notification would have been considered as a value-added service.
When it comes to proximity-driven notifications, Eddystone is fast creating a buzz in the beacon industry and many leading brands like Airside Mobile and Waze have already set the ball rolling by leveraging the solution to run successful campaigns. These contextual notifications are proving to be a boon to marketers since they provide the opportunity to engage customers, without the need to build or maintain native apps.
However, inspite of all the buzz and popularity of Eddystone beacons, there are quite a few questions that most marketers, even today, don’t have a clear picture about – What does an Eddystone-enabled notifications look like on an Android device? How different is that from the way it looks on an iOS device? What are the different kind of beacon-enabled notifications that marketers can send?
In our efforts to help marketers with these and more, we have put together this blog post that will take you through everything you need to know about Eddystone notifications, right from how to set it up to how they look on different devices.
What does an Eddystone notification look like?
On Android devices:
When the user is near a Eddystone beacon, he/she will receive a notification saying there are ‘Physical Web pages nearby’. Once he/she clicks on that notification, he/she will be able to view the entire list of URLs that are being transmitted. Each of these URL are accompanied by some metadata that is attached to this URL (currently, the Meta: Title tag) just like it appears on Google search results. Clicking on any URL of his/her choice will direct him/her to the corresponding website on the Chrome app.
On iOS devices:
When the user is near a Eddystone beacon, he/she will receive a notification in the Chrome Today widget mentioning that ‘Nearby objects are broadcasting webpages’ and if they would like Chrome to list them out. Accepting this, would then direct them to a on-demand list of URLs in the Notification Center. Further clicking on any of these links will direct him/her to the corresponding website on the Chrome app.
What are the different kinds of Eddystone notifications that can be send?
To give you a better picture, we will discuss how you can easily create four of the many popular Eddystone beacon campaigns for your retail store, using the Beaconstac platform. These primarily revolve around:
(a) Sending offers and deals that your customers just can’t refuse
(b) Running a customer satisfaction survey to gather feedback from your visitors
(c) Engaging with your visitors by collecting their contact information
(d) Directing your customers to your website or broadcasting your Facebook page
The objective of this campaign is to enhance consumer engagement at a retail store. To enable this, we will deploy four beacons that will then be used to:
(a) Inform visitors about a makeover workshop that is currently being run at the Beauty Studio section in the store
(b) Gather feedback directly from the customers while they wait-in line at the billing counter
(c) Inform customers at the entrance about the lucky draw where the winner gets to attend a ‘Fashion Runway’ event, thus collecting their contact information
(d) Direct customers at the Women’s Clothing section to checkout the new videos on how to style themselves using the latest collection, on your Youtube channel
Step 1: Install beacons at the billing counter and beauty studio
Before we begin, the first thing to do is to purchase four beacons. You can take a look at our Beaconstac platform, that includes everything you need to get started. Using Beaconstac you can set up your own Eddystone campaign, without a developer’s help – in less than 15 minutes!
Once you have purchased the beacons, their details such as the UID-Namespace, UID-Instance and URL, will be added to the Beaconstac dashboard (by us) before we ship the beacons to you.
You can name the beacons for easy identification. For the purpose of this campaign, we have named the beacons accordingly:
(a) The beacon placed at beauty studio as ‘Beacon_Beauty Studio’
(b) The one at the billing counter as ‘Beacon_ Billing Counter’
(c) The other one placed at entrance as ‘Beacon_Entrance
(d) The beacon placed at the women’s clothing section as ‘Beacon_Women’s Clothing’
Once the beacon details are added, they are ready to be installed.
Step 2: Set up the notification or card that is to be displayed
After installing the beacon, all you have to do is click on the beacon and choose the corresponding webpage that you plan to configure it to. To give you a better idea of the real potential of the Beaconstac Eddystone platform, we will take you through how you can set up each of the earlier mentioned notifications:
(1) Cards – Inform visitors about a makeover workshop that is currently being run at the Beauty Studio section in the store
Before we start out, it’s important to understand that this notifications will primarily be displayed as a card on the visitor’s device. Cards are basically creatives that show up as a notification on the visitor’s mobile device once they are in the range of a beacon. Using Beaconstac, you can create cards dynamically using simple markdown language. Thus, it saves you the trouble of having to first create a webpage or a card, host it and then post the URL. Here’s all you need to do:
(i) Go to ‘Cards’ and click on ‘Add Card’.
(ii) Type in a title to identify your card with ease. For the purpose of this campaign, I have titled the card ‘Free Makeover’.
(iii) Type in the text (in simple markdown language format) and add an image that you want to display to your visitors. You can even preview it on the platform. Once you have finalized on the look and text displayed on the card, save it for later use.
(iv) Next, click on the ‘Beacon_Beauty Studio’ beacon and choose ‘Card’ as the type of campaign that you plan to run. You can then go ahead and choose ‘Free Makeover’ from the dropdown menu.
This card will be sent to all the customers who are within the range of the Eddystone beacon that has been deployed at the Beauty Studio section.
(2) Consumer Satisfaction Form – Gather feedback directly from customers while they wait-in line at the billing counter.
In this case, it’s important that you first create a customer satisfaction survey using tools of the like of Survey Monkey and Google Forms. Once that is done, here is all that you need to do:
(i) Click on the ‘Beacon_Billing Counter’ beacon and choose ‘Customer Satisfaction’ as the type of campaign that you plan to run.
(ii) You can then go ahead and paste the URL of the customer satisfaction survey form that you wish to display.
The message with the URL will be sent to all customers who are within the range of the Eddystone beacon that has been deployed at the billing counter. On clicking on the URL, visitors will be taken directly to the survey form.
(3) Lead Generation Form – Inform customers at the entrance about the lucky draw where the winner gets to attend a ‘Fashion Runway’ event. This campaign is aimed at collecting customer contact information with ease.
Similar to the case of the customer satisfaction form, here too you will have to first create a lead generation form using tools of the like of Survey Monkey and Google Forms. Once that is done, here is all that you need to do:
(i) Click on the ‘Beacon_Entrance’ beacon and choose ‘Lead Generation’ as the type of campaign that you plan to run.
(ii) You can then go ahead and paste the URL of the lead generation form that you wish to display.
The message with the URL will be sent to all the customers who are within the range of the Eddystone beacon that has been deployed at the entrance of the retail store. On clicking on the URL, visitors will directly be taken to the form wherein they will be asked to type in their contact details to sign up for the lucky draw.
(4) Custom URL – Direct customers at the Women’s Clothing section to your Youtube channel, to checkout the new video that feature various styles using the latest collection.
In this case, you will first have to upload a video or an album to any social media channel. For instance, in this given example, you will have to first upload a video featuring the different styles that are possible using your latest collection, on your YouTube channel. Once that is done, here is all that you need to do:
(i) Click on the ‘Beacon_Women’s Clothing’ beacon and choose ‘Custom URL’ as the type of campaign that you plan to run.
(ii) You can then go ahead and paste the URL of the YouTube video that you wish to direct your visitors to.
The message with the URL will be sent to all the customers who are within the range of the Eddystone beacon that has been deployed at the Women’s Clothing section at the retail store. On clicking on the URL, visitors will directly be taken to the video featuring the latest styles.
And we’re all set! Any customer who walks into your retail store and comes within the range of any of the four beacons will see the corresponding screen on their mobile device.
If you are planning an Eddystone beacon pilot, take a look at Beaconstac, that includes everything you need to kickstart your campaign in under 15 minutes. Using Beaconstac you can set up your own campaign, without a developer’s help!