Could LED Lights Hold The Key To Retail Success?

Could LED Lights Hold The Key To Retail Success?
SHARE
THIS



Ever struggle to find a product in a large store? Well, Philips Lighting has created a technology which turns retail store lights into tracking devices sending real-time information of the location of a product to the shopper’s smartphone. Gerben Van Der Lugt, global head of indoor positioning at Philips Lighting shared some insight into the technology and how it could be used to enhance the shopper’s experience.

Philips LED-based indoor positioning technology uses connected lighting fixtures to communicate with a mobile app. The app makes the life of the shopper easier by placing them within the store and guiding them towards products they’re interested in purchasing.

“What we do with a technology called Visible Light Communication (VLC) we change the intensity of the light very rapidly and very minimally. The small changes in the intensity of light goes very fast so that the human eye cannot see it, but the camera of a smartphone can detect these changes,” Van Der Lugt told B&T.

GerbenvanderLugt_2

Gerben Van Der Lugt

“As soon as you pull out your phone, start the mobile application of retailer, our software which is integrated in that application would tell that front camera to open and look at the light. It will then analyse the light for the code, recognises the code and then will know where it is.”

Every LED light has two components: one is the LED itself which is a semiconductor device that converts electricity into light. The second component is the driver (sometimes called the bolus) is the thing which is powering the light and providing power. The technology programs the driver to change variances of the intensity of the light so each fixture then has a specific identifier.

According to Deloitte Digital 2014 report, Digital’s influence on in-store sales, 79 per cent of smartphone shoppers prefer to use their phones for assistance versus asking a store associate. Hence Van Der Lugt believes this technology can give shoppers a more personalised shopping experience, making their trips to the shops easier and increase brand loyalty.

“The shopper is using a mobile app that knows where it is, so a retailer can become more relevant to the shopper when they are in the store. For example, if a shopper enters the wine section of the store the retailer could send you the weekly promotional wines. The chance that the shopper will act on that promotion is way higher than if they send it to their home address.

“Why? Because they are obviously interested in the wines because they entered that section and they are ready to buy because they’re doing their weekly shopping routine. It is the right time and right place to send you that exact promotion.”

Philips Lighting is testing the technology where the LED is eight to ten meters from the phone. Van Der Lugt presented Philip Lighting’s LED-based indoor positioning technology at the Retails Leaders Forum in Sydney last week.

Please login with linkedin to comment

ABC einsights Two Cents Group

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]