Globe, Mobext, IDDI brings beacon tech in PH

Store shelves and shop mannequins can soon “talk” to Filipino shoppers, following a pioneering project from Globe Telecom, pure-play mobile marketing agency Mobext and In-Store Digital Display International (IDDI) introducing beacon technology to more retailers in the Philippines.

Beacons are small Bluetooth devices that transmit messages to a smartphone or tablet via an app when it comes within 200 feet from the device, ensuring marketing promotions are in context and relevant to shoppers.

For example, a beacon in supermarket aisles could be programmed to beam promotional information, rewards or coupons to customers already inside the shop, while a beacon on window displays can engage passersby to enter the store with flash sale prompts.

“Ultimately, consumers win not only because they receive brand content that is relevant to them but also because they have the opportunity to participate in the universal rewards program that is built-in to our beacon system" says Bingo Soriano, CEO of IDDI.

Globe Digital Advertising said that they are currently exploring to offer beacons to some of the partners of IDDI, the country’s largest in-store digital display operator.

According to its website, IDDI has four of the biggest retail stores locally as partners, namely SM Hypermarket, Watsons, Shopwise and Rustan’s Supermaket.

“This partnership will build the largest location-based marketing or "point-of-sales" mobile marketing network in the country.  IDDI, with close to 1,000 screens across the country, will give beacons extensive footprint when it comes to penetrating major retail locations”, says Arthur Policarpio, CEO of Mobext Philippines.

Bela Gupta D’Souza, Globe’s Mobile Advertising head, is confident that the technology will fit hand in glove with the Filipino shopper’s behavior and digital lifestyle.

“Studies show that more than 95 percent of transactions worldwide are still made in physical venues. In addition, more than half of consumers visiting stores have smartphones, and that number is growing rapidly in the Philippines,” D’Souza said.