VisibleBrands recognised the significant challenges with building a scalable, cost-effective location-based system that meets real-time and accuracy requirements. Retail centres contain metal shelves, freestanding product displays, wiring, and other physical materials. These obstructions affect most RF-based solutions' ability to accurately locate shoppers, and VisibleBrands needed a technology and partner with proven solutions. By choosing Zebra, VisibleBrands secured the optimal partner to realize the vision of enabling the marketplace to connect, control, and unlock their campaign and path-to-purchase visibility.
At the core of the location system are Zebra Dart Ultra-Wideband (UWB) Real Time Locating System (RTLS) wireless tags embedded in shopping carts and baskets. Zebra Dart sensors deployed throughout a store detect the location and movement of shopping carts in real time. The VisibleBrands vPathSM system processes the location data, and delivers digital and coupon content to selected shoppers via a network of touch screen devices at the shelf edge.
Coupled with vRailSM Server, retailers gain a scalable solution that allows for targeting by category, shopper behavioral profile, time of day, and many other factors. The complete solution is an intelligent, scalable location-based media system that manages every cart and basket as a connected device on the network. It captures all the path analytics and event data while leveraging demand ratio data and real-time analytics to serve the right offer at the right time. VisibleBrands monetizes impressions in brand categories and makes it easier for shoppers to accept promotional offers that are unique to that store, chain, and/or particular location.
Real time predictive analytics enables the solution to segment high value audiences and deliver customised offers available to shoppers based on a variety of path, purchase, behaviour and other known demand ratios. These are packaged and made available on a subscription basis to vendors in every category with the retail partner.
Morton continues, "We are delivering enterprise class solutions designed to provide network scalability across thousands of in-store locations and millions of connected devices, and insights that forever change the competitive landscape in retail. Through the Zebra partnership, we leverage the location capability to track the carts and baskets and measure session data as shoppers move throughout the store." What's more, the VisibleBrands solution uploads campaign data to the cloud in real time. Brands and retailers can tailor and target promotions based on behavioral data, increasing basket size, and driving continuity offers on behalf of brands. It also helps move shoppers to other locations in the store for more offers with associated products or item.