There’s no doubt that ‘iBeacon’ has been one of the hot topics of 2014. Bluetooth Low Energy (BLE) was quietly going about its business until apple slipped iBeacon into its WWDC last June. Now retailers, FMCG brands, banks, airlines, insurers and cafes are rolling out a steady stream of iBeacon pilots across the world.
At Lighthouse we love hearing about companies that are willing to try out the latest technology to solve business challenges and drive competitive advantage in the marketplace.
So is the current iBeacon hype justified? Lets take a look at some of the latest stats to hit the market.
In January, grocery chain Safeway and Giant Eagle installed 200 beacons across locations in Seattle, San Francisco and Cleveland. Partnering with a loyalty/rewards app and Conde Nast’s Epicurious app, they begun pushing targeted offers and product specific information related to in-store brands.
According to an article in 9to5, the moment they began to send out iBeacon notifications interaction with advertised products increased by 19 times. In addition, app engagement was up 16.5 times for those people who received iBeacon messages vs. those who did not. Users receiving an ibeacon notification were also 6.4 times more likely to keep an app of their phone.
Hillshire Brands followed suit and the company witnessed a 20 times increase in purchase intent for its American Draft Link Sausages, which represents a 500% increase over the CPG average for mobile ad engagement. Draft Link Sausages also witnessed a 36% increase in brand awareness and a lift in overall sales. The campaign drove around 6,000 in-store engagements in the first 48 hours alone. It’s no surprise that with the success of the initial iBeacon campaign, Hillshire is extending its iBeacon efforts to its Jimmy Dean brand of products.
So back to our question – is the hype justified? Well it’s still early days but based on the stats that are emerging we would say it’s a yes.
Got some iBeacon learning’s to share? Leave a comment or send us an email at firstname.lastname@example.org