Real Estate, Property and iBeacon

Slides from a talk by LocalSocial at NFC World Congress describing how Savills used LocalSocial and iBeacon during the launch of a new housing development in Dublin, Ireland. An app provided greetings and contextual information about the house as visitors walked through the showhouses, and Savills got in-depth analytics around visit and dwell behaviours across the showhouse areas.

Transcript

1. Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com 1 Real Estate, Property and iBeacon
2. Proximity software track record at scale (350M phones) Who are we? Proximity Nerds! 2 Impronto ‣  Java/Bluetooth Middleware based on JSR82 standard ‣  Simplify Bluetooth for Java Devs ‣  Sold to handset manufacturers ‣  LG, Samsung, Motorola, SonyEricsson ‣  350M+ shipped LocalSocial ‣  Proximity Platform for the Smartphone Age ‣  Simplify creation of proximity-enabled apps and services ‣  WiFi, Bluetooth, NFC, Bluetooth Smart, iBeacon ‣  SDK, API, Cloud CMS, Apps ‣  Build out full stack ‣  Manage Locations, Zones, Beacons ‣  Pre-canned Proximity Interactions ‣  Greetings ‣  Notifications ‣  Offers ‣  Rewards ‣  More++
3. Property Concierge Proposal 3 twitter: @localsocial blog: blog.mylocalsocial.com
4. College Square Brand New Housing Scheme, Dublin, Ireland €600K- 750K range
8. 8 Exec Summary Proposal in Detail Background on LocalSocial Support / New Features 1 2 3 4
9. 9 Exec Summary Proposal in Detail Background on LocalSocial Support / New Features 1 2 3 4
10. Savills On Show Property Concierge on Mobile, powered by LocalSocial
11. Launch “Savills on Show” - a “Property Concierge” powered by LocalSocial Proposal Summary 11 One sentence Property Concierge for Savills New Home Builds Features -  Re-uses the LocalSocial App (iOS) -  Trigger Welcome Messages / Greetings -  “Handsfree” digital overlay as customer walks the property -  Context specific product information and content -  Promotions that only unlock on-premise -  Analytics of visitor behaviour and traffic Phasing Phase 1 : Development / Preparation / setup test / sign off Phase 2 : College Square Launch / rollout Phase 3 : Add features to College Square / Up to 3 other New Home Rollouts Beacons 100 Beacons included Apps LocalSocial iOS App
12. 12 Exec Summary Proposal in Detail Background on LocalSocial Support / New Features 1 2 3 4
13. 13 LocalSocial Our proposal is to offer a “Property Concierge” feature within the LocalSocial App, branded as “Savills On Show”. Launch at College Square
14. LocalSocial App : provides a “Property Concierge” when user enters a Savills New Home Build Savills on Show ‣  Greetings on arrival ‣  Auto-display information for each room / house area ‣  Self-service property walkthrough ‣  Rich analytics for Savills ‣  Visit frequency, dwell times, saves, more.. 14
15. Propose a phased rollout : phase 1 Overview 15 Setup / Development ‣  Agree goals for College Square, target user base, styles of engagement, metrics ‣  Setup merchant Account, acquire content, test in app ‣  Plan beacon locations, ShopZones ‣  Development for any missing features; internal test ‣  Review & green light 4 Weeks
16. Propose a phased rollout : phase 1 Overview 16 Setup / Development College Square Launch ‣  Agree goals for College Square, target user base, styles of engagement, metrics ‣  Setup merchant Account, acquire content, test in app ‣  Plan beacon locations, ShopZones ‣  Development for any missing features; internal test ‣  Review & green light ‣  Promotion Invite users ‣  Merchandising & visible calls to action ‣  Run / monitor activity ‣  Change content and A/B test ‣  Acquire feedback ‣  Check progress, review goals for both College Square and following site rollouts 4 Weeks 2 Weeks
17. Propose a phased rollout : phase 1 Overview 17 Setup / Development College Square Launch College Square + 3 New Sites ‣  Agree goals for College Square, target user base, styles of engagement, metrics ‣  Setup merchant Account, acquire content, test in app ‣  Plan beacon locations, ShopZones ‣  Development for any missing features; internal test ‣  Review & green light ‣  Promotion Invite users ‣  Merchandising & visible calls to action ‣  Run / monitor activity ‣  Change content and A/B test ‣  Acquire feedback ‣  Check progress, review goals for both College Square and following site rollouts ‣  For new sites, repeat process: ‣  Setup & Plan each site ‣  Deploy beacons to each new site and test ‣  Analytics review, information performance, offer or promotion behaviour ‣  Ongoing update / new features in platform 4 Weeks 2 Weeks 20 weeks
18. Propose a phased rollout : phase 1 Overview 18 Setup / Development Review College Square Launch College Square + 3 New Sites ‣  Agree goals for College Square, target user base, styles of engagement, metrics ‣  Setup merchant Account, acquire content, test in app ‣  Plan beacon locations, ShopZones ‣  Development for any missing features; internal test ‣  Review & green light ‣  Promotion Invite users ‣  Merchandising & visible calls to action ‣  Run / monitor activity ‣  Change content and A/B test ‣  Acquire feedback ‣  Check progress, review goals for both College Square and following site rollouts ‣  For new sites, repeat process: ‣  Setup & Plan each site ‣  Deploy beacons to each new site and test ‣  Analytics review, information performance, offer or promotion behaviour ‣  Ongoing update / new features in platform ‣  Review overall performance ‣  Positives and negatives ‣  Next steps; white label app options; missing or new features 4 Weeks 2 Weeks 20 weeks 1 week
19. 19 In more detail… So that’s WHAT we propose to do. But now, HOW do we propose to do it?
20. Duration 20 ‣  We assumed a project period roughly to end of the year •  Allows time to trial, review, and re-trial •  Get College Square live •  Review, improve and then roll out to other new Builds through the year. •  Monthly fee covers running the service, phased introduction of new features, and ongoing support
21. Steps are roughly as follows Operational Steps 21 Create dedicated Savills Account One Dashboard to manage everything Setup Locations and Content ShopZones, Property Content, Welcome Messages Configure & Install Beacons Test first at HQ, then in situ at College Square Invite users / download LocalSocial https://itunes.apple.com/ie/app/localsocial 1 2 3 4
22. 22 Setup Locations in Savills Account
23. Rough outline: setup for College Square launch, then run until Christmas and use across all new build launches Outline Timescales 23 wk1 wk2-3 wk4 wk5-6 wk7 wk8-26 wk27 Kickoff Agree Goals, Content, Merchant Account, User segments, new development needed, Internal tests, Development For any missing functionality; review and test Preparation Setup College Square; test with internal team; check all content; start to invite users Run and Add Review College Square progress; green light new builds; setup sites; test readiness Review Full review; learnings; next steps College Square Deploy for College Square; review analytics, usage, learnings All sites Run / manage up to four sites; review analytics; add new features
24. Metrics 24 ‣  Should agree some up front •  How many users trying out the app would be “a success”? •  What sort of engagement with app would be ideal / desirable? •  What could you learn from the analytics? Needs discussion
25. 25 Exec Summary Proposal in Detail Background on LocalSocial Support / New Features 1 2 3 4
26. New features 26 ‣  New requirements will arise •  We think it’s likely that new requirements or features may be of interest during trial period •  Suggest we prioritise and review weekly during the process •  Happy to share Roadmap features that we already have planned (so you know what’s coming)
27. Support & Features 27 ‣  We use Trello •  Simple tool to track both bugs / issues as well as feature requests •  Available on web, plus free tools on mobile for all •  Simple to use, but rich features (tags, votes, etc.)
28. 28 Exec Summary Proposal in Detail Background on LocalSocial Support / New Features 1 2 3 4
29. Install
35. Launch
42. Data. Data. And Data. Which houses were most popular? Who dwelled longest? Which rooms didn’t work?
45. Track record in wireless middleware at scale LocalSocial : how we got here 45 Impronto ‣  Java/Bluetooth Middleware based on JSR82 standard ‣  Sold to handset manufacturers ‣  LG, Samsung, Motorola, SonyEricsson ‣  300M+ units shipped LocalSocial ‣  Proximity Platform ‣  Simplify creation of proximity-enabled apps and services ‣  WiFI, Bluetooth, NFC, Low Energy Bluetooth ‣  SDK, API, Cloud ‣  Build out for retail ‣  Offers ‣  Locations ‣  ShopZones ‣  Points ‣  Beacons ‣  Analytics ‣  Push / Pull APIs Low Level Proximity Proximity Platform In-Store Engagement Platform
46. References / Background LinkedIn twitter Blog Profile for Sean O Sullivan is here @localsocial (Company) and and @sos100 (Sean O Sullivan) Everything retail / Proximity and beacon based covered at blog.mylocalsocial.com
47. Sean O Sullivan twitter: @sos100 blog: blog.mylocalsocial.com 47 In-store Engagement platform