Proxama has been selected UK airport advertising specialist Eye Airports, to deploy 200 Bluetooth Low Energy beacons across seven UK airports including London Gatwick, Stansted, Bristol, Southampton, Inverness, Newcastle and East Midlands. The network of beacons will be used to deliver targeted notifications to passengers during periods of dwell time, including offers and rewards that can be redeemed while passengers are in the airport.
“Location-based marketing offers a direct way of engaging with consumers in high footfall areas, such as UK airports,” said Eye Airports managing director, Sarah Parkes. “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.”
Proxama CEO Jon Worley said beacons are fast becoming a cost effective method of marketing. “They have proven to be ideal for indoor environments, providing high precision proximity marketing, particularly when the GPS signal is weak,” said Worley. “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.”