Localz uses Beacons to elevate the customer experience
Localz uses 40 beacons in close proximity to deliver detailed cheese information directly to customers. Localz conducted the pilot with Woolworths Australia in their Double Bay store, to enable customers to more easily receive detailed product information directly to their phone, as they were browsing.
The challenge – to create a more dynamic and engaging way to pushing product information direct to a customer’s smart phone as they browse. Woolworths also wanted to enhance their product offering by collecting data about the products customers were browsing in store.
The solution – to create a more dynamic and engaging way to pushing product information direct to a customer’s smartphone as they browse. Woolworths also wanted to enhance their product offering by collecting data about the products customers were browsing in store.
Localz installed a beacon behind the shelf edge label of each product, allowing customers to view detail product information, such as the ingredients or nutritional information, on their own phone via the Woolworths app.
Using the Spotz platform, and the smart SDK within the Woolworths app, Localz were able to control the product information the customers were viewing by reducing the beacon range from 70cms down to 10cms.
Customers could, therefore, quickly and easily access relevant content to aid their purchasing decision.
As Australian regulations require liquor to be sold in required in a separate liquor store, Localz also installed beacons in the adjacent Dan Murphy’s liquor store. These then presented customers with selected offers on wines recommended to pair with their cheese purchase.
The Localz cheese room browsing solution encouraged relevant add-on purchases. Woolworths gathered data about the cheese customer were browsing and could compare this to information on the cheeses the customers subsequently purchased.
Combined with the Click and Collect experience, integrated loyalty and location-triggered payment, Localz improve the customer journey in store and boosted sales.
Woolworths has more than 3,000 stores across Australia and New Zealand, that span food, liquor, petrol, general merchandise, home improvement and hotels. Woolworths is a proud, home-grown Australian business, employer of more than 198,000 people and committed business partner of many thousand local farmers, producers and manufacturers.
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