This is part two of the series on how Localz has helped Woolworths Australia improve customer service using location technology.
Localz ran a three-month trial in Woolworths’ Double Bay store delivering relevant content based on a customers’ location.
Woolworths Double Bay store includes a high end cheese room. The challenge Woolworths asked Localz to solve, was how to provide more detailed product information, in a way that was relevant and engaging for the customer.
Localz’ solution allowed customers to pull detailed information about a particular cheese to the top of their phone, by placing their phone near a display. Beacons were installed behind each cheese in the room, so that when customers were in front of a specific one, they could place their phone near a display and see relevant product information displayed on their device. The content included information such as ingredients, dietary guidance, cheese source and suggested wine pairings. The challenge with this was to ensure that customers received the details about the cheese they were closest to and not the ones next to it. As beacons detect Bluetooth signals from 10cm to 70m, Localz used smarts in the Spotz platform and SDK to manage the distance at which content was triggered. Content was only triggered when the phone was within 10cm of a beacon, meaning the customer would only see the content relevant to cheese they had their phone closest to. Thus, customers were quickly and easily able to access relevant content and to aid their purchase decision.
As well as delivering detailed product information, Woolworths could deliver relevant wine and cheese pairing recommendations. The solution was built for the Woolworths’ Double Bay store and the adjacent Dan Murphy’s off licence. As Australian regulations require alcohol to be sold in dedicated liquor stores, Localz installed beacons in both stores so that customers could be provided complementary offers. Customers who had purchased cheese from the cheese room, were presented with an offer for recommended wine when they entered the Dan Murphy off licence.
Localz’ cheese room browsing solution encouraged relevant add-on purchases. Woolworths gathered data about what cheeses the customers were browsing, and could compare this with the cheese they actually purchased. Combined with the Click and Collect experience, integrated loyalty and location-triggered payment, Localz improved the customer journey in-store and boosted sales.
More success stories with Localz’ customers to follow. Keep an eye on our blog page and social media for updates.
Posted by Radostina Tsoneva