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Location Based Analytics and Services – Retail – What are the practical uses?

Nobody can question that location-based services are hot these days--especially in the retail space.

Retail in general is under increasing competition and pressure to maintain its revenues and profitability, especially physical retailers who are threatened by online businesses, ranging from one person outfits to global giants.

Physical retailers big and small are all facing the same phenomenon: smartphone users walking around their stores (inside and out). Google and Nielson recently reported that shopping queries are two times as likely to be in store. So people are actively on their smartphones in stores. The significance of this statistic to retail is that there is a huge opportunity here to optimize dollars, be it marketing funds or operational savings–all of which can be enabled by location-based services.

iStock retail

Cisco’s location based services using the Mobility Services Engine and the Connected Mobile Experiences solutions is market leading and generates a lot of interest among customers and I get the privilege of speaking with many retail business executives on a global basis.

In retail, the two big rocks are revenue and loyalty.  The Cisco Connected Mobile Experiences (CMX) solution helps line of business leaders reach those goals by aligning with the mobility trend. Armed with the location-based services of CMX, you can captivate your customers by creating personalized, context-based engagement to boost loyalty, while generating location analytics data on customer movement patterns and behavior for optimizing operational costs. Read More »

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Retail & Location Services – hype or happening – what is the value

Location Services has been a holy grail in many industries for almost 5 years now and none more so that in the retail industry. In recent discussions with Chief Executive Officers in leading retailers especially those from a marketing or operations persecutive some interesting comments and trends are emerging.

 

Firstly about a year ago retailers were looking at LBS and saying we must have this, were unsure how to use it to effectively drive their business.

Today in April & May 2013 these executives are equally as excited about the possibilities location services brings to their business, however they are also putting an even greater focus on the ROI. When vying for capex resources a compelling business case is one that has a clear return on the investments needed. When considering a guest WiFi deployment and associated location based services the business cases emerging are varied especially  when speaking with some global retailers. Read More »

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Location Services & Air Travel

As mobile devices are increasingly part of our lives, whether or not airports provide wireless is increasingly becoming an expectation of connected mobile consumers. With all these passengers roaming through airports on their mobile devices, having an airport Wi-Fi network presents countless opportunities for airport business leaders to tap into location intelligence and analytics to optimize for planning layout, operations, and user-experience. One example could be using location analytics to differentiate the cost of advertising spaces in the terminal depending on how crowded a place is the billboard. And the shops and cafes are located in the terminal can not only track the number of visitors, but also to analyze the effectiveness of advertising. There are countless applications for the use of location analytics in the air travel industry, and Cisco along with our partner SITA are pioneering the way with Connected Mobile Experiences and Airport iFlow.

Having been at the Air Passenger Expo with SITA last week and following a series of customer discussions since then and in the weeks prior to the expo the awareness of location capabilities is ramping up very rapidly within the Airport/Airline industry.

  • Airports are looking to deliver value added services and customer experiences to their travelers, while getting enhanced insight and information that can deliver both operational and marketing benefits
  • Airlines are looking to also provide enhanced experiences to their passengers -- enabling ease of movement, navigation, notification and alerts for gate changes etc..

Connected Mobile Experiences Read More »

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Looking Beyond the Mobile Phone

Why the Network Will Drive the Next Wave of Mobility

Forty years ago, the first phone call was placed on a handheld mobile phone. The call was placed by Martin Cooper at Motorola’s Communications Systems Division, who phoned a competitor at Bell Labs—and launched a new era. The brick-like prototype he used weighed two pounds and cost nearly $4,000.

Reflecting on the first mobile phone call also gives us a great opportunity to think about where mobile communication will take us in the years to come. In a few short decades, cell phones have evolved from a clunky appliance used mainly by high-powered businesspeople, into a key part of everyday life. Read More »

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Indoor Location Services: New Data/New Opportunities

February 18, 2013 at 9:14 am PST

The great (relatively) untapped kingdom of ‘indoor wireless’ may be the next great frontier?

With expectations of WiFi connectivity for just about any business we visit these days, there is no reason this next step for making the physical world more accessible should not be adopted.  Indoor location services offer the chance for us to use our ever-present smart devices to navigate large facilities easier than ever before.  This also represents great opportunity for retail to touch (and measure) customers better than ever before as the struggle between bricks and mortar vs. online shopping continues.

MSE Super GuyFierce Broadband Wireless covered the recent Qualcomm and Cisco announcement around Hotspot 2.0 and Passpoint and you can see how this continues to heat up.  It is valuable for so many reasons.

Read More »

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