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Restaurant Marketing
Bluetooth technology can be used in bars and restaurants to enhance the experience.

1. Marketing messaging: The obvious benefit to using this technology is its ability to push out coupons, deals and marketing messages. Imagine a group of friends moving around on the streets trying to decide where to have lunch and all of a sudden, one of them is alerted to an offer of unlimited cold drink with any purchase at your restaurant? This kind of interaction might obviously influence their decision to visit your restaurant. This value addition is critical for you when you’re looking to rise above the competition in a highly crowded space.

2. Delivering tailored menu to loyal customers:
Every restaurant owner including you loves a loyal customer and Bluetooth devices make it easier to reward them. You could create a special menu or a secret dish for your loyal customer based on his previous orders and selections. When they enter your restaurant, push a notification to them letting them know what’s special on the menu that they would love.  

3. Let your customers know how crowded the restaurant is before they arrive: Keeping customers informed about how busy your restaurant is at a particular time is one way of cutting down on the time they need to wait. Deploying Bluetooth devices around your restaurant will, in turn, provide real-time information on how many people are actually dining inside at a given point in time. You could also leverage the technology to notify your customers with an estimate of the restaurant traffic on the hourly basis based on the learning from previous days.

4. Custom pricing for different customers:
When it comes to winning over a customer, it’s not a bad idea to play with dynamic pricing. You could deliver incentive pricing to someone who’s never been to your restaurant. Push a notification to them about this exclusive incentive pricing. Not just for new customers, but you could also notify loyal customers about their 7th free sandwich!  

5. Get a better insight into your restaurant and bar traffic:
It’s always an advantage to optimize with data. You would surely have your busy vs slow days. With the footfall data from Bluetooh devices, you can efficiently manage your staff and services. Maybe you do not really need 5 bar staff on the second floor on a Tuesday, or you need an extra attender around the tables nearer to the entry gate.  

6. Allow guests to make mobile payments: One of the challenges in a dining experience is waiting for the bill. What if you could just let your diners pay online? Bluetooth devices can allow them to pay their bill right from their phones by directing them to a secure restaurant-branded microsite that collects their payment method. A lot of studies reveal that it’s much more convenient for customers to go up and pay rather than waiting for the bill. Why not just smoothen the experience?

real estate marketing
These are a few big ways this Bluetooth technology can help in real estate sales industry.

1. Notify potential clients when they drive past your property
Place a Bluetooth device in the house or within 300 feet of the road and trigger bluetooth notifications directly to passers-by who have Bluetooth equipped phones. They could click open the notification and find out more about this listing or schedule a tour directly from the information page.  It’s obviously helpful because scheduling a visit is spontaneous rather than to-be planned event.

2. Let your sale signs push Bluetooth notifications
Your “Home for Sale” boards can be turned more efficient with bluetooh devices attached to them. The idea behind this approach is to catch the eye of the prospect who is rather blind to the boards and sale signs on the road.
3. Place Bluetooth in your real estate office
Bluetooth devices can also be placed in your offices so that when you or your office staff is busy attending some clients, the other clients that walk in still get the information about the properties.
4. Send notifications about the details of an open house event
Though open house events are a lot of work to do, you still would want to schedule a couple of them because they are a great way to generate leads and expand your sphere of influence. It is definitely a good marketing strategy to make the most out of such an event. Bluetooth devices can be of great help while trying to get maximum footfall for the event. More footfalls, better deals closed!  
5. Send out information about your property at trade fairs
Trade fairs are a super busy affair and you do not want to miss out on any prospect. Having said that, you can have Bluetooth devices in your kiosks which can be used to send out information to the people attending the event.

Engagement while in-property

1. Increase the chances of conversion by providing a 360* virtual tour
These days, standard real estate marketing strategies anyway incorporate digital marketing materials. Featuring 360* virtual tours on your property is an elegant way to signal to clients that you’re using cutting-edge technological solutions. They’ll be impressed by your property listings and your marketing savvy.
Not just that, these virtual tours are a permanent open house tour. This implies that your clients do not have to schedule an exclusive visit to the property.
2. Give them a spontaneous link to “Tap to call”
If you aren’t tapping your prospect at the right time, that is, when she has spotted your property, chances are high that you might have missed a chance. I spoke to few realtors who insisted on having a Bluetooth device at the exit door of the property. This Bluetooth device pushes a link to “Tap to call”. Chances are high that you might strike a deal at this very moment.
3. Push alerts about the on-premise extras like pool, golf course, fitness centre etc.
You would totally agree with me when I say that it’s mandatory to impress a prospect while she is taking a tour of the property. As she moves from one part of the property to another, it’s important to inform her about on-premise extras in that section of the property. Although pools and fitness centres are not the reason why someone would make or break a deal, it goes a long way in inciting the wow factor!

Track analytics

1. Check heat maps of the plot to understand if a zone is going unnoticed
Visitors might be missing out on an important section of the property – may be the pool area or a webinar room etc. This might be due to multiple reasons, but having a close look at the heat map and analytics lets you optimize the tour and send relevant property highlights when needed.

2. Check out the footfall metrics on your property on an open house event
Footfall tracking quantifies activity on your property. Bluetooth devices help you measure and thus optimize demand forecasts, location marketing, scheduling and queues for your next open house event.

Unacast’s latest Q4 Proxbook report confirms that bluetooth device deployments are on track and the numbers align with ABI Research’s forecast of 400 million bluetooth devices to be deployed by 2020. Last year, we saw big brands undertaking large-scale bluetooth deployments. And, this year started with Rite Aid’s announcement of initiating the largest bluetooth-deployment in a retail setting till date. Under the light of such developments, we bring you a comprehensive list of U.S. retailers that are making a mark with their bluetooth marketing campaigns.

1) Rite Aid
Rite Aid has installed bluetooth devices in over 4,500 US stores for retargeting and personalization of user experience. This large-scale deployment by the Pharmacy chain is the largest bluetooth installation program in a retail setting till date. In fact, it has even surpassed the one undertaken by the famous Macy’s. Rite Aid plans to employ these devices to focus on the creation of a digital infrastructure base that will enable the drug-store chain to link its stores to the Internet of Things (IoT), a collection of bluetooth-level data to strategize their retargeting plan and achieve personalization capabilities similar to those that have been used in e-commerce.

2) Target
Target, the second largest general merchandise retailer in the US, announced that it will start testing bluetooth technology in 50 of its stores nationwide. The company plans to limit the number of beacon notifications to two push notifications per shopping trip, so as not to overwhelm customers with alerts. The recommendations, may appear both as push alerts and in-app updates on the Target app’s “Target Run” page, which is designed like a social media news feed offering deals, top-pinned items on Pinterest, and more. Target is initially testing the technology in 50 stores, in Minneapolis, Chicago, Denver, Portland, New York City, Pittsburgh, San Francisco and Seattle.

3) Macy’s
Following a round of successful bluetooth device trials in New York and San Francisco, Macy’s expanded its bluetooth device program to all stores nationwide, by installing more than 4,000 devices. This step was a part of the retailer’s efforts to make bigger investments in omnichannel retail technologies. This Thanksgiving, Macy’s also used a bluetooth-triggered mobile app game at its 700 stores, to engage shoppers. Shoppers received push notifications triggered by their distance to bluetooth devices placed throughout the stores. These notifications encouraged them to participate in an engaging digital experience with a chance to instantly win $1 million Macy’s gift codes and other prizes.

4) Urban Outfitters
Urban Outfitters announced that they will be rolling out bluetooth devices at 15 of their stores located in Philadelphia, Boston, New York, Atlanta, New Jersey, and Delaware, more than a year ago. The US multichannel fashion and homewares retailer decided to take a different route unlike the conventional route of using aggressive promotions. They used their own app with the bluetooth devices plugged into the Urban On loyalty program, a section in the app that gives shoppers rewards and access to events. Also, their major focus was on using bluetooth devices in three in-store areas – the checkout line, fitting rooms and the entrance.

5) American Eagle Outfitters
American Eagle Outfitters (AEO), in a partnership with Shopkick, launched bluetooth device networks in more than 100 of its top-performing stores located in states such as Chicago, Dallas, Miami, New York, and San Francisco. The idea was to implement bluetooth technology at the stores with highest traffic levels and best traction with Shopkick.erce.

6) Oscar Mayer
While most retailers were undertaking large-scale bluetooth deployments, Oscar Mayer worked out an interesting deal with the supermarkets which would allow them to place their Bluetooth devices at the deli counter. This location helps them convince shoppers to buy the specials of the week while waiting at the counter.

7) McDonald’s
McDonald’s sought to enhance personal relationships with customers as well as promote a new line of coffee-flavoured beverages by leveraging a new proximity marketing strategy via Bluetooth technology at its 15 cafés in Istanbul.  As a part of this program, the chain tapped a popular Turkish loyalty app called Shopping Genie, to target customers while they were around the premises of a local McD Café.  Customers got mobile coupons, via the app, which prompted them to purchase a coffee and receive a beverage from the new drink line for free. This Bluetooth marketing campaign helped McDonald’s achieve 20% conversion rate with 30% of users who received the promotion.

8) Walgreens
Walgreens has innovated considerably in the mobile retail space by using Bluetooth technology and other technologies at over 7000 locations. Duane Reade, the largest drugstore chain in New York City, owned by Walgreens, leveraged Bluetooth technology at ten of its stores to boost its loyalty program. Walgreens implemented Bluetooth devices in its stores to alert passersby of offers and in-store coupons. They also did something more on the notifications front in the form of alerts as to what a user can do with the application, for example printing Instagram photos directly from the app or filling prescriptions automatically.

9) Neiman Marcus
Neiman Marcus, the high-end retail chain, piloted Bluetooth devices at three stores—Austin, TX, Walnut Creek, CA, and San Antonio. Their focus was on promoting in-store events such as trunk shows, guest designers, book signings and so on. The notifications would give out the time of the event and directions to the event happening on the day when a consumer is present at the store.

10) Best Buy
Best Buy implemented Bluetooth technology strategy to help boost sales and improve personalization of experience. The retail giant chose to use their own application as well as Shopkick retailing app to offer rewards to shoppers, simply for stepping foot in the door. There wasn’t much in-store promotion of products using Bluetooth devices.

11) Walmart
Walmart launched a unique Bluetooth campaign trial in partnership with GE. The retail giant used GE light bulbs to house Bluetooth devices and send push notifications of specials and discount coupons to in-store customers. These Bluetooth device-equipped LED bulbs can track shoppers within a store by using the devices hidden inside them. This eliminated the need for such stores to buy separate Bluetooth device-related hardware.

12) Kenneth Cole
Kenneth Cole is using Bluetooth technology to create more compelling, personalized customer experiences with an aim to “provide value and offer at the time of need when customers are in the store”. The retailer saw a significant lift in app open rates and offer redemption rates after leveraging Bluetooth technology.

13) Nordstrom
Nordstrom, a retailer based in Seattle, is using Bluetooth devices to bridge the gap between online shopping and in-store experience. Their Bluetooth device-enabled app notifies consumers if any item in their mobile shopping bag is in stock, as they pass by the store which has a Bluetooth device installed at its entrance. This helps Nordstrom provide an enriching online-to-offline shopping experience to its consumers.