City Furniture CIO and CFO Steve Wilder has taken a decision to modernize the marketing and advertising techniques of the company. The company wanted to modernize their approach by making use of technology and data collection. Therefore, they have introduced the use of in-store beacons.
Beacons in City Furniture Showrooms
The main plan of Steve Wilder is to roll out beacons in the company’s showrooms. Furthermore, there is not yet a timeline available for the implementation of beacon technology. But the CIO and CFO of the company wants to be able to pull in data from consumers who have opted-in for the use of beacons. It is expected that this will enable City Furniture to offer a more personalized experience to the customer. Moreover, it will also provide the company with the opportunity to analyze the collected data.
As said by City Furniture CIO and CFO Steve Wilder:
“I liken it to time spent on a Web page. So if you have someone standing in front of a piece of furniture, I think you’ll be able to measure that length of time with each unique individual.”
Improving Customer Experience
With the use of beacon technology, the company aims to provide their customers with a better experience. This will be achieved due to the ability to collect data. Ultimately, City Furniture hopes this will provide them with a better understanding of customers. Furthermore, it will also allow the company to send push notifications based on the customer’s preferences.
Furthermore, City Furniture recently partnered with the advertising agency Zimmerman. The agency will help them to move towards a more digital environment. They will provide them with help to use search marketing and advertising.
“Think about the pain points beacons will improve, and what you will do with the data collected once the consumer leaves the store,” said Alex Porter, president at Location 3. Porter has been spending time working with beacons. “Loyal customers will drive beacon engagement once in-store if they have interactions beforehand that improve their experience, including interactions with the brand, being served relevant ads or receiving discounts ahead of their visit.”
The use of beacons by City Furniture can be seen as a step towards enabling the use of beacons across different industries. On the long term, the use of beacons should enable the company to improve customer experience. Ultimately, customers will perceive location-based messages as a service that is customized for them individually.