LONDON, May 26, 2015 — – Shopping centres win awards for groundbreaking beacon marketing at BCSC Purple Apple Awards
– Beacon technology offers retailers unprecedented mobile and location-based digital marketing capability
At the recent BCSC Purple Apple Marketing Awards, two SmartFocus shopping centre clients won Merit Awards for their groundbreaking work using beacon proximity marketing.
The Purple Apple Awards are the only awards that recognise and reward effective shopping and town centre marketing within the UK retail property sector.
Ellandi, which owns the Swan Shopping Centre in Eastleigh, won a Merit Award for Strategic Marketing for their SmartRewards mobile app and their use of beacons throughout the shopping centre. The pioneering beacon enabled app, built by SmartFocus, was the first used in UK retail and has been downloaded by almost 3,000 shoppers, helping to drive loyalty and engagement among customers and resulting in increased revenue.
Andrea Williamson, Marketing Manager for the Swan Shopping Centre says: “The Swan Centre is extremely proud to have won a Purple Apple Merit Award for Strategic Marketing with our SmartRewards app. We would like to thank SmartFocus for their hard work and all our shoppers who have used the app to collect points and redeem unique offers from our retailers. We are looking forward to continued innovation bringing further improvements to our customers’ experience.”
The Meadowhall Shopping Centre in Sheffield won a Purple Apple Merit Award for Tactical Marketing for their beacon enabled Ladies’ Night shopper event last June. The app was built by SmartFocus and used beacons placed throughout the centre that were linked to ‘hotspots’ enabling the gamification of the groundbreaking shopper event. On the day, the app was downloaded over 500 times in 3 hours with almost 500 offers redeemed, and all 120 hotspot offers were redeemed in the first 52 minutes of the event. The beacon enabled shopper evening was so successful that another one is planned this year.
Jess Stephens, Chief Marketing Officer at SmartFocus comments: “We are delighted that our customers’ innovative marketing has been recognised by the BCSC with excellence in retail marketing awards. Both shopping centres prove that effective beacon marketing helps to increase loyalty with the upshot of greater retail revenue. We are thrilled that both innovative shopping centres continue to work with SmartFocus to engage and delight their customers.”
Today’s announcement follows SmartFocus delivering the first view of virtual beacons – the next generation of beacon technology – at this year’s Mobile World Congress (MWC) in Barcelona. SmartFocus is an innovator in messaging and communications empowering the world’s largest brands – including Nestlé, Mercedes-Benz, House of Fraser and Levi’s – to understand and reach today’s connected consumers via personalisation for web, mobile, email or social channels. Through The Message Cloud, SmartFocus listens to and learns from customers using patented algorithms and unique location-based marketing tools.
SmartFocus is an innovator in messaging and communications, enabling the world’s largest brands – including Nestlé, Mercedes-Benz, Levi’s and House of Fraser – to understand and connect more closely with today’s connected consumers; whether that be via web, mobile, email or social channels. Through The Message Cloud solution, SmartFocus genuinely listens to and learns from customers using patented algorithms and unique location-based marketing tools. Using The Message Cloud, SmartFocus customers have the rich data, intelligence and the tools for contextually unique engagements, through any digital channel.
SmartFocus. In Place, In Time, Insight.