Mapping the path
to profitable in-store journeys
Imagine going into a supermarket, opening a mobile app and having all your groceries pinpointed on a store map. And imagine if the app offered you discounts for items near where you’re standing and those on your shopping list.
It’s a reality thanks to connected lighting. Retailers are creating innovative, interactive in-store experiences by sending relevant information to shoppers via data-enabled LED lighting systems and specially designed mobile apps.
8 out of 10 smart phone owners use their mobile in-store to help with shopping"
Source: Google Shopper Marketing Agency Council 2014
The system has the potential to transform shopping into a more interactive experience."
Gerben van der Lugt
Manager of LED-based indoor positioning at Philips Lighting
One way of wirelessly communicating with shoppers’ smartphones is built into the LED technology itself. With visible light communications (VLC) from Philips, a unique code can be transmitted through a beam of LED light. The smartphone’s camera detects the code and creates a real-time link between the shopper and the lighting system.
As a result, the smartphone can pinpoint the shopper’s location on a store map, and display relevant product information and special offers. The technology requires shoppers to opt in to accept the information via an app. And because the data stream is one way, users’ personal information is safe.
With 10,000 stores in more than 30 countries, French supermarket chain Carrefour is a retail giant. At its Lille hypermarket, conventional fluorescent lights have been replaced with 2.5km of connected LED luminaires, complete with Philips indoor positioning technology.
The installation has halved the store’s energy consumption, having an immediate impact on Carrefour’s bottom line. Plus the unique qualities of the LED lighting have added color to food – particularly fresh produce and meats – making it more appealing to customers.
But Carrefour was looking for more than energy savings and stunning illumination from its investment. The company wanted to harness the power of connected lighting to strengthen its relationship with customers.
The installation included 800 linear LED luminaires, each incorporating Philips VLC technology, which can identify a customer’s in-store location to an accuracy of half a meter. Shoppers use Carrefour’s Promo C’ou app to access a store map, see promotions based on their shopping preferences and where they’re standing, and alert the supermarket to out-of-stock products.
We are now able to provide our customers at the EuraLille Carrefour with a new service, enabling them to quickly search and locate their preferred promotions or detect all the promotions around them when they are in-store."
Celine Martin
Carrefour’s Director of Commercial Models and Innovation for the brand’s French hypermarkets.
* Google Shopper Markerting Agency Council 2014
** Ninth Avenue Q4 2014
*** Philips/TNS 2015
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