CES 2015 Will Use Beacons: You Can Get There From Here
File this under putting one’s money were one’s mouth is: Today, the Consumer Electronics Show announced it would be using Beacon technology as part of an indoor positioning system for attendees. The navigation system is powered by Bluetooth Low Energy beacons, and will help attendees navigate the estimated four million square feet of show space.
The technology is similar to that which can be used inside stores to find products or service associates, as well as facilitate mobile payments. An attendee launches the CES app on his or her smartphone and then selects a show destination, such as an exhibitor’s booth. The app directs the user to the destination via beacons that have been placed within the show floor.
Beacon technology is spawning a number of retail projects that will expedite the adoption of mobile payments, as well as energize other areas of the overall shopping experience. For example, Index, which offers technology that analyzes consumer behavior, will support Bluetooth-based beacons to detect a customer’s presence and deliver personalized messages on a countertop iPad or even on the shopper’s mobile phone.
“We are excited to deploy our new indoor location technologies on such a massive scale,” said Marc Wallace, CEO and co-founder, Radius Networks, in a release. One are that the technology could be instrumental in popularizing within the retail segment is gamification. “Radius Networks previously partnered with CES to implement an award-winning scavenger hunt program at the 2014 CES that was designed to drive attendees to key areas of the show floor,” said Wallace. “Since then, proximity technology and the Internet of Things have taken off. This year, we are excited to demonstrate how easy-to-deploy, low-cost beacons can completely change the way people approach indoor location.”
Gamification could be a big part of drumming up excitement in customers. For example, having customers opt-in to a treasure hunt helps retailers expose more merchandise to shoppers, who might otherwise have opted for a quick, focused shopping trip. Finding that hidden “treasure” might also mean identifying some impulse or add-on purchases, further extending the sale in an entertaining manner.
