SALES AT STORES of the American fashion brand Guess in Switzerland have been boosted by its connected lighting, the suppliers have claimed.
Sophisticated internet-connected lights are engaging customers and coaxing them into spending more with offers and discounts.
Bluetooth beacons embedded in the luminaires transmit signals to users of the retailers' mobile phone app, welcoming shoppers to stores and offering them tailored promotions and information based on individual buying habits, preferences, and loyalty schemes.
Osram, the supplier of the Bluetooth chips, says shoppers have spent over 10 per cent more since the installation of the indoor-positioning technology.
The chips were installed in the existing lighting.
‘In this case, we used an Einstone track adapter to integrate the beacons into the lighting infrastructure of the respective stores,’ said an Osram spokesperson. ‘The advantage of this procedure was that retailers could simply retrofit Einstone in the existing lighting infrastructure — without any need to change the whole lighting.
‘The big advantage of Osram Einstone beacons is that they are constantly powered.’ By comparison, battery-powered beacons can lose their charge,
The company which runs the Guess stores in Switzerland, Bollag-Guggenheim Fashion Group, has rolled the technology out to its other brands, Marc O’Polo and Gallery.
The system knows the customer's purchasing history through loyalty schemes connected to software from beaconsmind, a new Osram Einstone partner which integrates Bollag-Guggenheim's point of sale software (POS) and customer relations management (CRM) programs.
‘Customers entering the store now benefit from personalised welcome messages and offers,’ says Osram. ‘In-store purchase behaviour is captured at the point of sale and made accessible to Bollag-Guggenheim via the beaconsmind Suite dashboard’.
Indoor positioning, also known as location-based services, is an important technology that LED lighting vendors hope to exploit now that they can no longer rely on replacement bulb sales as they did in the bygone era of incandescent lighting, when lamps lasted a year or two, compared to the purported decades for LEDs. They are targeting the retail industry as a major indoor-positioning market and are also aiming at other sectors such as office buildings.
Earlier this week, Osram rival Philips Lighting cited a forecast from ABI Research that the indoor-positioning market will triple by 2020 to over 1 million installations.
Some lighting manufacturers, Philips among them, have also advocated using lightwaves from LED light sources rather than Bluetooth radio as a means to transmit to phones.
- The Connected Lighting in Retail conference – organised by Lux – is free for retailers and takes place in London on Wednesday 27 September 2017. View the full programme and reserve your place now HERE