Deze post, gebaseerd op data van In The Pocket beacon platform Harald, legt uit welk effect beacons hebben op conversie. Beacons zijn kleine apparaatjes die bluetoothsignalen verzenden. Die signalen kunnen op hun beurt worden opgepikt door smartphones en een actie triggeren of nuttige data verzamelen. Het artikel verscheen op de In The Pocket blog.
TESTED: DO IBEACONS INCREASE SALES?
In recent years, personalization has become the pinnacle of good marketing. Getting the right message to the right person is a great way to help a customer. Relevance is the new currency.
Even more recently, dimensions such as time and location became an additional element in that equation. Context marketing is the new hype: getting the right message to the right person in the right place at the right time.
To make context marketing work, companies needed technology to capture time and location-specific elements. That’s when beacon technology took the stage. Thanks to these low energy Bluetooth devices, smartphones can push messages to people at exactly the right time and place. So did business owners live happily ever after?
THE PROOF IS IN THE PUDDING
Context marketing sounds great in theory, but does it really convert?
In cooperation with some of our clients we updated apps on over 6 million devices with our Harald SDK, effectively opening them up to beacon interactions.
We ran over a dozen beacon campaigns in the past year at fairs, events, theme parks, etc…
Let’s zoom in on a particular case that we set up in cooperation with a nearby movie theater.
We mapped out the prime window of opportunity for our messages, installed a cluster of iBeacons at strategic locations and launched a straightforward campaign that offered visitors a free popcorn with a drink purchase.
Over 1,300 messages were triggered and 18% were opened. Of those, 12% triggered an action, inspiring people to make a purchase.
In 2011, 8 billion coupons were printed in Belgium alone. 145 million of those were redeemed. That means that on average, every citizen used as many as 7 coupons, making us the most coupon crazy country in Europe. That also signifies, however, that the coupon redemption rate for traditional coupons was only 1.8% in 2011 and it has only been declining since. In 2014, only 85 million coupons were redeemed.
All in all, a mobile conversion rate of 12% is pretty impressive.
SOME RULES OF THUMB
To get the best results for your beacon campaigns, it is important to take a few rules of thumb into account, and we are happy to share them with you:
- A transparent opt-in is preferable
- Make sure your notification copy is crystal clear. “Open this notification to enjoy a free X”
- Give, give, give: you’re interrupting people and demanding their attention, make it worth their while
- Dosage: design the right moment to push the notification, don’t flood the user with messages
SURPRISE, DELIGHT, GRATIFY, CONVERT
The most effective print coupons are those that are inside the store, next to the products they offer a discount to. They are already in the right location and instantly gratify the customer’s needs. That is where the strength of beacons lies as well.
iBeacons can be used to surprise the customer and delight them with an offer that excites them. On top of that, the promise of instant gratification is more likely to inspire action than a coupon they have received or clipped at home. Couponing is dead, long live couponing!
Are you interested in a free demo of Harald, our full-service beacon solution? Send us an e-mail.