Leroy Merlin launches beacon trial to understand customers shopping preferences

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Leroy Merlin, a worldwide DIY retailer, is announcing an implementation of the next stage of its pilot program – a combination of mobile application, iBeacon sensors and proximity platform – to create a beacon-enabled app with the goal of enriching customers shopping experience. In order to execute this plan, Leroy Merlin have deployed 100 Bluetooth Low Energy (BLE) radio transmitters called Beacons in one of its flagship stores in Arkadia shopping center in Warsaw, Poland.

Beacon-enabled app with the goal of enriching customers shopping experience

Measuring the power of proxmity

Towards the end of 2014 Leroy Merlin began trial in order to evaluate the potential of iBeacon Technology with its customers. Over the course of six months, the company has been collecting the data about the number of customers and passersby with Bluetooth – enabled transmitter on their smartphones. Based on very successful results of this pilot it looks as though Leroy Merlin will continue to explore the technology for its retail stores.

Future plans, expected benefits

Using Linteri proximity marketing platform, Kontakt.io beacons, and its mobile application, Leroy Merlin will be able to study customers shopping patterns in its brick-and-mortar stores. The gathered data will help understand their expectations and needs while preserving their privacy. This in turn will translate to offering the best possible shopping experience in each of channels – both offline and online – and become the first step to implement omnichannel approach.

We realized that collecting, analyzing and combining data is crucial for reaching our  customers in an effective way. With focus not only on the digital channels, but also on the analogue world, we’re convinced that iBeacon Technology will provide valuable data to help understand customer shopping habits and drive targeted campaigns contextually in both online and offline world,

says Przemek Porada, E-commerce Manager from Leroy Merlin Poland

The implementation of these two pilot programs was delivered by Linteri together with media house METS. Linteri’s custom platform enables managing analytics and communication for proximity systems of any size. Beacons were delivered by Kontakt.io – Linteri partner.

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