InsideOutdoor | SPRING 2022 16 infrastructure – above the wireless access point. The solution has three licensing option: Enterprise License – The solution that provides the analytics to elicit feedback from customers and gather intelligence about those consumers to allow more effective target marketing. Wayfinding License – A niche solution that helps with pinpoint accuracy within a foot or two, making it a great navigation or geolocation tool. Presence & Location License – A solution that provides information based on location. “Since it is a software as a service, it is licensed like everything else that we are selling technology-wise,” Nace said. The solution is licensed per access point per month and is very similar to how Telesytem licenses its UCaaS services or SIP trunks per user per month. “So, the cost might be $50 to $60 per access point, and when Telesystem provides the access point, we’re about $25 per month if you want to layer that on top of an existing infrastructure,” he continued. “We’re also going to be able to connect that solution with your existing CRM. Part of the goal of this solution is that engagement analytics are able to glean details, glean information about your visitors,” Nace added. The information that can be gathered could include how often a customer is coming into a location, the time of day a customer visits a business, visitor demographics, what a customer might “like” or dislike, and their social media history. “Why is this information important?” Nace asked. “It allows the marketing officer to tailor the messages to the demographic, the age range, or even to change the marketing to attract other people who don’t fit the demographics that are being measured.” He continued, “So, I want to gather all that information and connect it to my existing CRM whether that’s Salesforce, Microsoft Dynamics or whatever. I can also engage customers when they come to my venue by way of texting.” For example, the store manager or company marketing person may recognize a repeat customer and send a personalize text that welcomes her by name and thanks her for her patronage. “It’s all about engaging and learning about the customers more effectively and then targeting them with very pinpoint marketing as opposed to broad strokes,” Nace said. “It’s taking the guess work out of the marketing.” The Enterprise license allows for sending questions or quizzes to customers, which allows for immediate feedback. For example, a fitness center might recognize one of its members enrolled into a cardio class. When the class is complete, the center might send out questions regarding how the attendee enjoyed the class or provide further information on the instructor and future classes. With the Presence & Location License, a person shopping in the men’s department of a large store or mall could be targeted by the store’s social media manager with individual information or even a coupon for a value-add or accessory to a recent purchase. Telesystem also can help create splash pages to customize messages and to target certain demographics. Nace said companies with several venues can use a single pane of glass to manage the entire experience and monitor all the venues at once. If it all sounds like an intrusion to privacy, Nace explained that when customers sign onto the building’s or retailer’s Wi-Fi, they are asked to agree to the “terms & conditions,” which explains that their information is being gathered to provide a better experience. m TECH SAVVY Please indicate current statu & Inclusion Training... Top Three Opportunities from Retailers Implementing Location Analytics in the Time of COVID (Selected Differences) Already have DI training... Developing DI training... Currently or soon to be... Do not have plans for DI 0% 10% 20% 30% Source: Multimedia Plus Enhanced customer loyalty FMCG GM Fashion, Specialty, Brand Optimized return on inventory investment 47% 27% 62% 44% 33% 27% Top Three Opportunities from Retailers Implementing Location Analytics in the Time of COVID (Selected Differences) Source: Retail Systems Research Enhanced customer loyalty FMCG GM Fashion, Specialty, Brand Optimized return on inventory investment A faster, more efficient supply chain Enhanced employee loyalty Taking advantage of new selling opportunities Faster time to action in responding to incidents Indoor reconfiguration planning 47% 27% 62% 44% 33% 27% 38% 27% 27% 31% 39% 31% 31% 45% 27% 19% 36% 31% 16% 9% 23% Email vs SMS Marketing Email SMS (texting) Average open rate 18% 98% Average click rate 2.6% 19% Source: Podium
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