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London Gatwick among UK airports fitted with location-based marketing tech to reach 100m passengers

British mobile proximity marketing company Proxama, which pushes deals to consumers' smartphones based on their distance to retailers, has secured a deal that will integrate its Bluetooth beacons technology in airports across the UK.
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The nationwide launch has been achieved through a partnership with airport advertising firm Eye Airports. It will see Proxama fit 200 Bluetooth beacons into airports including Gatwick, Stansted, Bristol, Southampton, Inverness, Newcastle and East Midlands, with others to follow.

With Gatwick listed among the pioneering locations to feature the tech, it complements the push from entrepreneurs including Luke Johnson and Emma Jones backing the airport for an expansion.

The idea is to advance brand marketing strategies and allow advertisers to capture the attention of travellers by using beacons to send targeted alerts to their mobiles when they wait for their flights. In turn, retailers expect to boost consumer engagement, and spike retail sales and loyalty across various locations in the airports.

Sarah Parkes, MD, Eye Airports, said: “This commercial partnership with Proxama further underlines our positioning at the forefront of airport advertising technology. Location-based marketing offers a direct way of engaging with consumers in high footfall areas, such as UK airports.

“As the consumer chooses to receive these messages, they feel more involved in the communication process and, most importantly, can specify who they want to receive offers from.”

Eye Airports claims its retail clients will have the potential to reach over 100m passengers, sending them rewards or offers that can only be redeemed while at the airport, taking out-of-home advertising to the next step. 

The decision to align with Proxama follows research from Strategy Analytics in February, which found that digital is set to account for half of the UK’s £16bn advertising spend in 2015.

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Jon Worley, CEO of Proxama marketing division, added: “Based on our experience we have already seen a 24 per cent click through rate from our beacon deployments, which is higher than traditional forms of mobile marketing and much more targeted than email and geo-fencing.”

“By providing owners with complete control over their media network, beacons is fast becoming a cost effective method of marketing. They have proven to be ideal for indoor environments, providing high precision proximity marketing, particularly when GPS signal is weak.

“Unlike other forms of marketing such as geo-fencing, beacons provide an in the moment experience based on real time data, which is fast becoming a popular approach to connect with today’s digital-savvy consumer.”

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About Author

Zen Terrelonge

Zen Terrelonge is the deputy editor of Real Business, specialising in media, innovation, technology and the digital sector. A media professional with eight years worth of experience he has worked for both startup and established publications.

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