GLOBE Telecom has entered into partnerships with Mobext, the country’s first pure-play mobile marketing agency, and In-Store Digital Display International (IDDI), a technology-based information marketing company, to bring beacon technology into the country to provide a unique in-store shopping experience through mobile devices.
A beacon is a low-cost, battery-friendly device that is mounted on a wall or shelf. Through the use of a low-energy Bluetooth wireless connection, a beacon can send messages or prompts to smartphone users who are within a 200-feet radius.
“Studies show that more than 95 percent of transactions worldwide are still made in physical venues. In addition, more than half of consumers visiting stores have smartphones, and that number is growing rapidly in the Philippines,” said Bela Gupta D’Souza, Globe’s mobile advertising head.
She added: “We have listened closely to the requirements of our clients and by introducing beacons in the market, we are confident we can help brands reach target customers in their ‘last mile’ of purchase. By delivering in-store notifications to smartphones all the way down to aisle level, beacons will enable retailers to establish one-on-one connections with shoppers, be it as rewards, coupons or product information.”
Beacons are already being used in the retail industry to push loyalty points, display ads, coupons and product information in-store, but they are also poised to transform how event organizers, enterprises, and institutions communicate with people indoors.
“This partnership will build the largest location-based marketing or ‘point-of-sale’ mobile marketing network in the country. IDDI, with close to 1,000 screens across the country, will give beacons extensive footprint when it comes to penetrating major retail locations,” said Arthur Policarpio, chief executive officer of Mobext Philippines.
“IDDI is pleased to partner with industry leaders Globe and Mobext in this pioneering beacon rollout as the first digital-out-of-home advertising platform offering of the group. This complements the existing in-store digital display network of IDDI in over 300 stores and will definitely provide added value to our partner retail chains,” said Bingo Soriano, chief executive officer of IDDI, Inc.
“This will also enable advertisers to engage with consumers thru contextually relevant content on a one-on-one basis at point-of-purchase,” Soriano added.
Globe Digital Advertising is planning to offer the beacon technology to some of the partners of IDDI.
“We couldn’t be more thrilled to partner with Mobext and IDDI to bring this technology to the Philippines and we are already seeing a very positive response from top retailers in the country, including Globe stores nationwide,” Gupta D’Souza said.