Category: Geolocation Technology

Mobile marketing real time pilot launched by Hudson’s Bay

| August 1, 2014

The iconic Canadian department store retailer is testing out a new way to reach its customers via smartphone.

Hudson’s Bay Company is now testing out a new mobile marketing program that is designed to give shoppers who are in the retail store locations to be able to receive messages in real time in order to enhance their overall shopping experience.

The retailer has announced that it is working with Swirl in implementing the technology for this program.

The company will be using geolocation technology at its five largest By and Lord & Taylor store locations in the United States and Canada in order to use this new mobile marketing program. This location based advertising technique will send consumers smartphone alerts when they walk into the participating stores. The use of this tech is a tremendous leap forward for Hudson’s Bay, which has had a noticeably lacking strategy in terms of general e-commerce.

Swirl uses beacons for its mobile marketing technology, to transmit popup messages via smartphones.

The beacons communicate with the smartphones by way of Bluetooth, detecting that the phone has entered into a certain location and then sending out the appropriate location based marketing message or alert.Mobile Marketing - The Bay retail store

For instance, a customer in the store who was close to the display for purses may receive a message to inform them about the Michael Kors products that have just been added to the shelves. At the brand’s flagship store in Toronto, Canada, the entire home wares floor has been completely remodeled and shoppers entering the building are encouraged to check it out.

Beacons may also be able to identify people who have never entered the store, offering them a complementary cup of coffee to enhance their overall experience and encourage them to return for another visit.

According to the executive vice president and chief marketing officer for Hudson’s Bay Company, who spoke about this geolocation technology based mobile marketing pilot, “The amount of mobile usage that our customers are engaging in has grown dramatically.” He also added that “As a retailer, if you’re not thinking about the impacts of mobile on your retail marketing, you’re really missing the boat. We saw this trend, we’ve watched the data, and we’ve been looking for ways that we can enhance the store experience through mobile.”

3D Geolocation is the latest in Nokia’s plans

| July 18, 2014

The company has announced its intentions to combine its service expertise with location based tech.

Nokia has now announced that bringing its existing services expertise with the latest in 3D geolocation technology will bring the company the capability for offering profound insight into the performance and traffic trends being experienced over mobile networks.

This move will be the outcome of a number of different acquisitions that Nokia has recently made.

Over the last few months, Nokia Corporation has absorbed a number of different companies, among which the most recent was the 3D geolocation technology company called Nice Systems Ltd. That business provides surveillance and security and is based in Israel. Nokia, based in Finland, has stated that this acquisition would help them to better the optimization and planning of mobile networks.

The purchase of the 3D geolocation technology could also help to enhance the tools and expertise of Nokia Networks.

By obtaining this location based technology, the company feels that its Nokia Networks business will be able to build on its technical expertise and tools as well as to dive much more deeply into the development of capabilities within that ecosystem.3D Geolocation technology

According to the Nokia Networks head of network planning and optimization of global services, Dennis Lorenzin, “Advanced network planning and optimization services are at the forefront of Nokia Networks’ strategic services to mobile operators. The evolution of small cells and LTE necessitates more accurate 3D geolocation capabilities. Nokia Networks intends to enhance this unique solution in order to offer superior services to our customers, regardless of which network gear they use.

Dror Nemirovsky, the head of ecosystem venture at Nokia Networks, explained that the company intends to create an Israeli competence center and will further grow its future portfolio based on 3D modeling while it boosts its automation services.

Recently, the Finnish company also took in SAC wireless, which was a network deployment and infrastructure solutions provider based in the U.S. This move was made to help to enhance Nokia Networks’ market share within the network implementation space. It was meant as a complement to the company’s existing expertise held in-house.