Be it Geofencing or Beacons: Location Based Services at EuroShop 2017

Shopping with your Smartphone is already an everyday routine for many consumers today. EuroShop 2017, the World's No. 1 Retail Trade Fair, held in Düsseldorf from 5 to 9 March, shows how to virtually enhance the customer journey with Location Based Services (LBS). Not only do numerous international vendors at the exhibition stands in the Retail Technology Dimension of the trade fair have innovative LBS solutions in store for visitors, EuroShop also uses them itself.

Location based services are a big benefit for retailers but also for trade fair visitors. While in the past you had to thumb through papers for relevant information, EuroShop guests today get everything worth knowing conveniently sent to their devices right away – and at precisely the point in time when this is relevant.

For trade visitors the EuroShop App (for Android and iPhone) is the point of departure. Mobile device users immediately receive not only a digital hall map or information on all exhibitors but also valuable add-on services as a direct push message by activating their GPS and Bluetooth. Geofencing sends them a message to welcome them right at the airport in Düsseldorf or at Düsseldorf central station and shows them the easiest and fastest way to reach the exhibition centre. For motorists a message is shown as they exit from the motorway, telling them which parking lot is best for them – depending on the user this message is displayed in German or English.

New: EuroShop offers Beacons for Addressing Visitors in a Tailor-Made Fashion

At EuroShop 2017 exhibitors can book the use of beacons for the first time. Beacons, or little Bluetooth transmitters, are very flexible in use since they can cover a radius of up to 40m and can be used indoors. If an App user now enters this perimeter the system triggers a push message. This means, exhibitors that use beacons at EuroShop can address trade visitors interactively and extend a targeted invitation to their exhibition stand to obtain information on the company and its products.

The trick: in the App visitors decide themselves on the product categories they would like to be informed about. Here they can subscribe to the two EuroShop Dimensions Light and Retail Technology, for example, if they are looking for lighting solutions but are also interested in ePayment. As soon as they approach an exhibitor with special expertise in this segment, they will receive a customised message via the App that leads to further information.

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