A Different Kind Of Shopping Experience At 313@somerset
Last week, we were invited by 313@somerset to experience a whole new way of shopping and we were quite intrigued by the Beacon-Based Indoor Positioning technology that are currently under trial to provide shoppers with an interactive and engaging shopping experience. Being the first mall in Singapore to embrace this latest technology, 313@somerset hopes that this latest retail innovation will enable shoppers to receive hyper-targeted messages, deals, and other content based on their proximity inside the mall.
The technology offers immense potential for both 313@somerset’s retailers and as well as the increasingly technologically savvy shoppers. How this technology works is that it uses battery-operated Beacon devices, the size of a thumb-drive, to emit low-energy Bluetooth signals with an identifier for that particular Beacon.
"Can you spot the Beacon device?"
These signals communicate directly with BLE Bluetooth compatible devices, such as a smartphone or tablet. Beacons themselves do not track devices; they emit a signal to the device to do something. An app is required for a mobile device to ‘see’ a Beacon. When placed throughout the mall or store, BLE Beacons are detected by shoppers’ mobile devices, provided their Bluetooth and Location Services preferences are turned on.
Shoppers, who have the Tring 313 app will then receive alert notifications within one to five meters from the nearest Beacon; a much tighter range compared to the current Tring 313 app which utilizes a mix of GPS, cell tower triangulation and Wi-Fi access points to alert shoppers within a 50m to 400m radius outside the mall.
"A pop-up notification that alerted us to a deal at MUJI when we walk past the store."
With the Beacon-based Indoor Positioning, it promises more relevant and personalised messaging delivered at convenient times. Deals and promotions will be filtered and relevant messages will reach desired shopper audience as they pass by participating stores, allowing them to conveniently pick up deals along their intended route; or when they are in the store itself, to deliver a more engaging experience with real time offers and deals.
"We downloaded the deal coupon on the Tring 313 App and walked-in to MUJI store."
Shoppers will be able to enjoy instant gratification and greater relevancy in messaging and deals.
"Instant gratification indeed!"
Closed beta group testing is currently in place to gauge how intuitive the new Tring 313 experience is and how shoppers engage with the new Indoor Positioning technology. The official roll-out date is not confirmed yet but we envision that this technology will evolve Singapore's retail shopping landscape.