Picture this. Here I am in the thriving and breathtaking downtown Toronto at a quaint crepe cafe. Latte in one hand with my Nutella and banana crepe on its way. When trip advisers sends me a notification about me being at this cafe. What? I had no idea.
BLE or Bluetooth low energy beacons are on the verge of surfacing and exploding. And it’s about time. These babies are a new form of Bluetooth which doesn’t use much power therefor doesn’t drain your battery. It works on beacons so you can put beacons in specific places and as the user walks past it awakens the app and communicates with the user. At that level, two things can happen. You can have location based marketing. Walk into the store, and say “Hello Amber, how are you? Here’s our specials.” Or it can go deeper and integrate into systems of record where it actually knows a little bit more about me and can offer me exactly what I’m interested in, say… a latte and crepe?
Back to my breakfast this morning, instead of an app simply using GPS technology to point out information I already know, BLE technology can let me know about limited offers, surrounding places that I might enjoy more, loyalty programs and deals I may have forgotten about and much much more, enhancing my experience by tenfold. The big plus here is, of course for marketers, is that we are create real time analytics.
You can really get to know your customer like never before. Back to the old days where your local cafe knew your name, your favourite dish and in doing so, create a personal experience and relationship with you. This allows for the close and personal experience to be put back on the map via a technology that ultimately destroyed it in the first place.
So yes trip adviser, I am at cafe crepe and no I still don’t know the best deals here. BLE hurry please!