UK transport company FirstGroup has deployed bluetooth low energy beacons on buses in Norwich to deliver messages and discounts from local retailers to passenger smartphones as they travel through the city.
The initiative counts 20 merchants from the Norwich area amongst its participants and marks the first time beacons have been used on an existing bus network. It is centred on Loka, a location-based app that provides relevant content and offers to prospective customers via their Android and iOS phones.
Loka has been developed as part of a 'Connected High Street' project, exploring the potential of BLE, QR codes and NFC to boost customer engagement, with support from proximity marketing firm Proxama, Exterion Media and local business groups.
Miles Quitmann, CCO, Proxama comments: “This initial six month beta project will provide learnings from this partnership and will shape future rollouts, which will take place on other bus networks in the UK to benefit both consumers and businesses.”
Underpinned by Proxama’s TapPoint platform, passengers are able to opt in to the service by switching their Bluetooth on and downloading the Loka app. The number of notifications will be monitored during the day and the app will learn and tailor what future notifications to send, as the user interacts with them.