GoToDigital Opportunity

2019: Submission of the Opportunity IoT-platform integrated with Libelium Meshlium Scanner

On October 15, 2019 the Libelium company reported that the agency of computing GoToDigital technologies developed the Opportunity IoT-platform integrated with Libelium Meshlium Scanner devices. The main task of the platform — conversion using artificial intelligence of collected data to business information, valuable, applicable in practice.

The Meshlium Scanner device in real time defines location of buyers in shop and sends this information to Opportunity where the behavior of buyers, trajectories of their movement in shop and time of stay in shopping center in general and in specific departments is analyzed.

As noted in Libelium, the increased convenience of shopping directly influences satisfaction of buyers and, therefore, increase in the average check — one of the major indicators in trade.

Meshlium Scanner traces devices iPhone and Android and also any other devices working in network WiFi or Bluetooth. In the latest version speed scannings in WiFi network in real time grew by 11%, claim in Libelium.

Devices can be detected even if they are not connected to any access point. It allows to detect any smartphone, the notebook or the wireless headset which are in Meshlium coverage.

In shopping center with network of the devices connected to Internet of Things it is possible to analyze flows of visitors in different zones to understand how they move on shops. On the basis of data retrieveds sellers can optimize the calculation to attract more buyers and to increase sales.

The existing process of commission of purchase can be optimized, monitoring movements of buyers on shops and analyzing their needs for real time. Data collection in real time allows to use suitable multimedia advertizing or to advertize in actions.

According to the statement of Libelium, the analysis of the depersonalized these mobile devices assembled by the Meshlium scanner helps retailers to understand behavior of buyers, using several indicators on a monitoring panel:

• Frequency of visit of shop and also average, maximum minimum time of stay in shop.
• Flows of buyers in different zones of shop (thermal cards).
• The analysis and segmentation of buyers on the basis of behavior.
• Rapid response for service quality improvement.
• Operational management of personnel of shop (selection of required number of employees for service of different zones and adjustment of working schedules according to patterns of behavior of buyers and the peaks of attendance).

Tracking of smartphones indoors

Meshlium scans the MAC addresses of mobile devices. Opportunity uses data retrieveds for a triangulation of location of mobile phones in shop if they are connected to WiFi network. The WiFi radio receiver which is built in Meshlium Scanner allows to scan in real time devices within 500 meters (depending on conditions of direct visibility). Meshlium Scanner can trace devices with the frequency ranges of 2.4 GHz and 5 GHz. To fulfill the existing statutory requirements on data protection, in the Meshlium scanner the MAC address of each device is depersonalized and gets the temporary ID. The mechanism of depersonalization is based on use of the MAC addresses as identifiers. Actually the MAC addresses are not connected with a specific account, mobile phone number or the vehicle (if wireless automobile headsets are scanned), noted in Libelium.

Value creation for business

According to the developer, the Opportunity platform helps to obtain information on experience of consumers in public spaces: shops, airports and office spaces. In it the analysis of number of visitors, their interactions with the environment, process of shopping, behavior and consumption trends is carried out.

The main objective — to generate profit on the basis of data analysis, received from devices in IoT network. In terms of strategy and marketing the main objective — a business intelligence of collected data for quality improvement of interaction with consumers in specific space.

Libelium noted that annually the devices with IoT technology used in the global sector of retail help to earn nearly three trillion US dollars. 70% of retailers consider that the IoT technology will have a considerable impact on business in the near future. Revenue growth, cost reduction and business process optimization — here the most important advantages which devices with IoT technology offer the retail market. In addition to it, the IoT technology allows to obtain more information on consumers and to use this information as appropriate to adapt offers.

The analyzed data:

• Flows of visitors of shop for assessment of number of buyers in certain time and in certain zones.
• Behavior of devices in different shops and zones of shops.
• Correlation with sales — link establishment of flows of visitors and behavior of devices with cash flows.
• Correlation with personnel — link establishment of flows of visitors, behavior of devices and cash flows with efficiency of personnel.

Sellers can use the chat-bot Opportunity that in real time to assess a situation in shop. This function allows to make operational decisions to increase service quality of buyers.

According to the statement of the developer, integration of business information and the analytical data obtained using the Opportunity platform creates opportunities for development of unique marketing strategy:

• Increase in awareness of consumers.
• Define capability when the consumer makes the decision on purchase and to interact with consumers, using suitable words in suitable time, announcing the current trade actions.
• Tracking and the analysis of a consumer behavior in retail stores.
• Collection of data on a consumer behavior in retail and online stores.
• Determination of places which are visited by buyers, time and duration of visits.
• The analysis of movements in shop, frequencies of visits and zones where buyers are delayed most longer.
• Collection of data on all sales channels (retail store, the website, the application) with determination of consumers in each channel.
• Tools for interaction with buyers on site.

Investment payback

According to Libelium, the business intelligence on the basis of data collection and the analysis of behavior of visitors of shops or other public spaces provides strategic and tactical advantages to goods marketing. In terms of strategy the platform with IoT technology — the valuable source of information for marketing departments and sales helping to increase turnover:

• Adaptation of terms and the content of advertizing campaigns according to purchase time
• The analysis of types of the consumers coming to shop or specific space
• More close connection with purchase commission process
• The increased efficiency of sales thanks to forecasting of number of buyers
• Increase customer service quality thanks to existence information on them
• The management of shop on the basis of collected data focused on buyers
• Higher quality of service and quick response of operators or sellers.