Globe taps partners for in-store mobile shopping technology

MANILA, Philippines - Ayala-led Globe Telecom Inc. has tied up with Mobext and In-Store Digital Display International to revolutionize in-store shopping experience using mobile devices in the country.

Bela Gupta D’Souza, mobile advertising head at Globe, said the partnership with the country’s first pure-play mobile marketing agency as well as the technology-based information marketing company would bring Beacon technology in the country.

The technology would provide a more unique in-store shopping experience using mobile devices.

“Studies show that more than 95 percent of transactions worldwide are still made in physical venues. In addition, more than half of consumers visiting stores have smartphones, and that number is growing rapidly in the Philippines,” D’Souza said.

She pointed out that the introduction of Beacons in the market would help brands reach target customers in their “last mile” of purchases.

“By delivering in-store notifications to smartphones all the way down to an aisle level, Beacons will enable retailers to establish one-to-one connections with shoppers, be it as rewards, coupons or product information. We couldn’t be more thrilled to partner with Mobext and IDDI to bring this technology to the Philippines and we are already seeing a very positive response from top retailers in the country, including Globe stores nationwide,” she added.

Beacons are a low-cost, battery-friendly hardware device that attach into a wall or shelf in an aisle.

Through the use of a low-energy Bluetooth wireless connection, Beacons can send messages or prompts to smartphone users who are within a five-inch to 200 feet radius of the device.

Beacons are already being used in the retail industry to push loyalty points, display ads, coupons and product information in-store, but they are also poised to transform how event organizers, enterprises, and institutions communicate with people indoors.

“This partnership will build the largest location-based marketing or point-of-sales mobile marketing network in the country. IDDI, with close to 1,000 screens across the country, will give Beacons extensive footprint when it comes to penetrating major retail locations,” said Arthur Policarpio, CEO of Mobext Philippines.

“Globe, as the smartphone leader in the market, will give us enviable scale when it comes to acquiring our user base and we are also tapping Globe’s strong retail partnerships to widen the Beacon network in the Philippines. Mobext, with its expertise in mobile technology and strategy, will provide long-term solutions for retailers and brands who want to incorporate Beacons in their marketing,” he added.

IDDI chief executive officer Bingo Soriano said the company is pleased to partner with Globe and Mobext in this pioneering Beacon rollout as the first digital-out-of-home advertising platform offering of the group.

“This complements the existing in-store digital display network of IDDI in over 300 stores and will definitely provide added value to our partner retail chains.

This will also enable advertisers to engage with consumers through contextually relevant content on a one-on-one basis at point-of-purchase.

And of course, ultimately, consumers win not only because they receive brand content that is relevant to them but also because they have the opportunity to participate in the universal rewards program that is built-in to our beacon system” he said.