|Transform products & services||Engage stakeholders||Optimize operations||Empower employees|
|Embed personalized, location based sales, marketing, project & field service experiences||Use physical objects, areas of proximity or geographical boundaries||Design, create, configure, manage and automate contextual experiences||Provide a wealth of proximity smart grid technology and experience management too|
Proximity Marketing is a term that is frequently used to describe a form of marketing that sends messages to people based on their proximity to a particular physical area, typically by leveraging one or more core consumer proximity technologies: Bluetooth Low Energy (BLE) Beacons, Near Field Communication (NFC) and Geo-fencing.
In less sophisticated deployments, the same message is broadcast in a generic and non-personalized manner, typically to a by-passer’s mobile phone or tablet.
Contextual Proximity is a new development in the industry which aims to enhance this framework by including more powerful capabilities such as personalizing the message content based on the specific scenario that an individual encounters in that location, in addition to providing an entry point into media and scenario-rich content referred to as experiences.
As the makers of IoT Nexus™, 10th Dimension Solutions is leading the industry by providing the only proximity management suite to have integrated all three core consumer proximity technologies into a standardized consumable experience feed, delivered via a smart grid of interconnected services and IoT devices, which extends its use beyond marketing into sales, service and task management scenarios as well.
So What does “IoT” mean?
“IoT” stands for Internet of Things and, in essence, is the internetworking of physical devices, vehicles, buildings and other items that are embedded with electronics, software, sensors, actuators, and network connectivity, that enable these objects to collect and exchange data. These devices are also referred to as connected or smart devices. Examples of these that are commonly used in proximity management are mobile phones, BLE beacons, NFC stickers and cards, as well as digital signs.
What outputs and experiences are available?
IoT Nexus™ provides a wide range of outbound personalized experiences including: push notifications, SMS, MMS, Wallet items and tickets, automated phone calls and speech based messages, which can be sent directly to an individual as they enter a geo-fence location, approach a BLE beacon, tap their NFC device on an NFC reader, SMS a specific code or dial a specific number during a call managed by the Integrated Voice Response (IVR) system.
The digital signage capability allows you to display personalized messages for your customers or employees as they approach the screen and even allow two-way interaction to enable capabilities such as on the spot purchasing. For example, a screen at the front of your store could welcome a customer with a message stating “Welcome back John! Last time you visited us you ordered a cappuccino with 1 sugar. Tap your phone or loyalty card below if you would like to place the same order today”. Then after tapping their loyalty card on the NFC reader a subsequent message is displayed stating “Thanks John, please take a seat and we’ll bring your order out ASAP.” At the same time, the staff manning the shop are sent a notification of the order along with a picture of John so they know who to deliver the order to.
IoT Device Management capabilities allow you to quickly tailor NFC readers to perform actions such as “check-In” on social media, open a specific web page, open a location on a map, grant Wi-Fi access to authorized people, open IoT access doors for authorized people, open records in other apps and many more.
In addition, you can allow your mobile sales or field service teams to take credit card payments directly on their mobile phone without purchasing any additional EFTPOS type hardware.
When is an experience activated?
IoT Nexus™ leverages three core proximity based technologies, BLE Beacons, NFC and Geo-fencing, as well as SMS and IVR inputs to activate an experience.
Experiences leveraging BLE Beacons will be automatically activated when either a mobile phone with the IoT Nexus™ app installed or another BLE device configured within IoT Nexus™, such as an access card, comes within range of the beacon. The range itself depends on a number of factors but can reach up to 100 meters.
Utilising NFC will automatically activate an experience when an NFC device, that has been configured within IoT Nexus™, comes within range of another NFC device. The range is typically within 4 centimetres of each other but can vary depending on the device. It is important to note that both NFC devices don’t have to be configured within IoT Nexus™. For example, a person with an NFC enabled mobile phone, can tap their phone on an NFC sticker at a store and automatically “check-in” to that store via social media. In this instance, the NFC sticker is configured within IoT Nexus™, but the mobile phone does not need to have any prior configuration within IoT Nexus™.
Experiences leveraging Geo-fencing will automatically activate when a mobile phone with the IoT Nexus™ app installed enters or exits the designated virtual boundary.
Sending an SMS to a specific number can activate an experience which is tailored based on the specific content of the SMS. For example, a person might SMS a code of “123” to enter themselves into a competition whereas if they SMS “Marketing” to the same number they could be added to a marketing list for future correspondence.
Calling a phone number that is managed by the IVR capabilities of IoT Nexus™ will automatically activate an initial generic experience that is subsequently tailored as the caller follows the prompts and dials accordingly. If the caller uniquely identifies themselves via their customer number (or similar), the entire experience can be personalized specifically for them.
How are experiences personalized?
The key to providing personalized experiences is firstly knowing who the individual is that you are targeting, and then gathering as much relevant information about that individual as possible.
For many years, Customer Relationship Management (CRM) solutions have captured details about individuals and then presented it through to an organisation’s employees to allow them to service those individuals better.
As the world evolved, people became more self-sufficient, and along with them so did CRM systems. Organisations started providing access to sub-sets of data to those individuals outside of the organisation via web portals, allowing them to view and update information about themselves directly back within the CRM system. This minimises double handling and maximizes accuracy and efficiencies both for the individuals and the organisations they are interacting with. However, this engagement model still relies on the individual knowing where to go and when to go there.
Today, people now desire a more personalized interaction with specific information automatically provided to them at the right time and right place.
10th Dimension Solutions recognized this trend years ago and built IoT Nexus™ on top of a market leading CRM system, Microsoft Dynamics CRM, as a way to give organisations an ability to capture information about devices such as mobile phones, NFC key rings as well as access cards, and then marry them up to the individuals within the CRM where unique experiences can be created for each scenario.
Ultimately, it is this correlation between the device and the individual along with all of the associated data that is housed within the CRM system, on top of the powerful experience delivery platform, that enables a much deeper ability to determine who should be sent what specific content, when a designated action occurs in a location where it makes most sense, in order to deliver a truly personalized experience for that individual