SmartKalea Experience: citizens can receive special promotions when passing through the Calle Mayor thanks to this new APP
The SmartKalea Experience initiative proposes a Geomarketing and Beacons solution through the SmartKalea ATPoints application. The ATPoints SmartKalea application is a mobile application that citizens can download free of charge and will enable them to receive information on promotions at the SmartKalea commercial establishments on the Calle Mayor in the Old Quarter of San Sebastian, as they walk past them. This is possible thanks to some small physical devices called Beacons, which are placed in the establishments and which emit Bluetooth signals with specific information on each establishment, which is shown on the application when a person passes within the radius of action with Bluetooth activated, for example, in front of a shop.
The ATPoints Geomarketing solution is a proposal that offers a direct and effective communication channel between commercial establishments and citizens, or in other words, between offer and demand: the commercial establishments that offer services (commerce, hotel and catering, tourism, etc.) and the final users who may benefit from them.
The SmartKalea Experience and ATPoints Geomarketing proposal is a digital marketing tool for commerce, through which the SmartKalea commercial establishments can develop new commercial strategies. The Beacons link the commercial establishments to a technological, modern and up to date action using the ICTs as a real medium in the interaction between people and cities. This technology interacts with the consumer and visitor, generating new shopping experiences associated with local commerce. The Beacons serve to enter into conversation and achieve a greater and more direct media impact with the consumer.
The solution is based on two lines: a contents manager in the cloud and an APP (ATPoints) that the user can download free of charge and through which he/she receives notifications; the application is available for the two most popular platforms: IOS and Android.
There are two types of beacons available: physical and virtual. The former, known as Beacons, emit a Bluetooth signal and are placed in commercial establishments, and the latter are virtual points defined by geographic coordinates.
Both the mobile application and the platform are multi-language; the user is normally assigned a language by default, but may select the viewing language: Basque, Spanish, English and French.
The Geomarketing and Beacons solutions may generate a series of benefits and advantages for the establishments and the users and consumers:
For commercial establishments:
- Improve the customer experience.
- Foster customer loyalty.
- Develop and customise promotions in accordance with prior purchases.
- Help to segment offers by type of customer.
- Obtain analytics related to the traffic for each establishment, opening of messages, time spent in each establishment, record of visits…
For the consumer/user:
- Relevant information in real time.
- Internal browsing.
- Efficient service and rapid payments.
- Offers and discounts.
- Reduction of waiting time and queues.
Furthermore, the use of Geomarketing and Beacons solutions may help to create marketing campaigns, propose exclusive offers in certain locations, obtain improvements in security issues and information and enable you to get to know users/consumers better.
The deployment of this project is being carried out in collaboration with Dinycon Sistemas, developer of the application and contents manager.
Proyecto ejecutado en el marco del Plan de Recuperación, Transformación y Resiliencia, y financiado por la Unión Europea-Next Generation EU y por el Ministerio de Industria, Comercio y Turismo, y por el Departamento de Turismo, Comercio y Consumo del Gobierno Vasco.
