Philips' Connected Retail Lighting
Dutch technology company Philips has developed its own hyper-connected lighting system, designed to assist geo-locative services in retail such as wayfinding programmes or targeted marketing.
In a pilot scheme currently under way in Dusseldorf, Germany, intelligent LED light bulbs installed in a test store have been set to automatically communicate with shoppers’ smartphones. Consumers who choose to opt in (it’s necessary to download an app to activate the system) receive targeted offers and information based on the user’s location. The system negates the need for often-patchy wi-fi signals; instead, the lights emit a pulsing pattern that can be picked up by smartphones.
In practical terms, this smart lighting could be programmed to work in tandem with a retailer’s branded app. This could open up possibilities for the fine-tuning of tailored content, such as allowing deals, discounts or further information to be sent to a user based on their location in the store, synched with information on their shopping history and preferences.
Philips is one of the first major technology manufacturers to announce trials of an LED-based navigation and marketing system, but it follows a raft of offering similar solutions via wi-fi and Bluetooth, including Apple’s iBeacons.
In addition to helping shoppers, these systems give retailers access to a rich cachet of data on shoppers’ in-store habits. To understand how brands can put this to use, see our report Data Tracking in the Future of the Store Industry Trend.
For more on increasingly connected environments (aka the Internet of Spaces), see Future of the Genre: The Responsive Space in the report Virtual Stores & Media Facades (part of our Anywhere Retailing Industry Trend).