|By Business Wire||
|July 1, 2014 11:31 PM EDT||
iBeacons installed in the recently opened shopping centre "Les Terrasses du Port" in Marseille provide retailers and customers with a whole new shopping experience. The hard and software solution known as bluloc (www.bluloc.com), which was developed by match2blue GmbH, directs customers to the desired product within the centre, sends relevant promotional offers straight to their phones and helps retailers to analyse consumer shopping behaviour.
The kind of highly personalised targeting which until now has only been possible in the online retail sector is finally achievable in the real world thanks to the match2blue solution bluloc. The new shopping centre in Marseille marks the completion by match2blue (www.match2blue) of the largest-scale iBeacon installation in Europe.
The 480 hectare site of "Les Terrasses du Port" – an area corresponding to 672 football pitches – was fitted with over 250 bluloc beacons to provide customers with a personalised shopping experience. The beacons work on the transmitter-receiver principle and interact with smartphones using Bluetooth Low Energy (BLE). A geolocation system which is accurate to within a metre permits precise indoor navigation and helps customers to find their way straight to the advertised product.
As well as manufacturing and installing the bluloc beacons, match2blue also supplied its client with the associated mobile app and a content management system. Using what is known as a dashboard, all the settings relevant to promotional offers can now be regulated by retailers themselves. The centre operator benefits from having access to a range of detailed analyses showing the number of people who frequent the various areas of the shopping centre and even individual shops. The intelligent technology not only serves as an excellent mobile marketing tool for retailers, then – it also simplifies market research.
Stephanie Renda, CEO of match2blue GmbH, is convinced of the merits of the project: "190 shops in Les Terrasses du Port have now been fitted with our bluloc technology. Well known brands such as Zara, H&M, Mango, Pull & Bear and Aldo now communicate with potential customers over several storeys and attract their attention just as they pass – a marketing measure that brings additional turnover without demanding a significant investment of resources".
bluloc was developed by match2blue GmbH, a technology company and IT service provider with offices in Mainz and Jena (Germany) and New York (USA). match2blue develops individual mobile solutions for smartphones and tablets. Its proprietary technology identifies relationships between people, places, interests and text types. match2blue provides its business clients with scalable and location-related information processing in real time.