iOS 7 was released on September 19 to a great deal of fanfare. With so much change in one release it can be easy to miss some of the details. Hidden among the flat icons, control center and iRadio are some intriguing OS elements that could be leveraged by retailers to enable enhanced shopping experiences. Check out some of the changes:
iBeacon – All of us in the retail technology world can expect to hear much more about iBeacon in the coming weeks. Scores of articles are popping up on this little noticed item nestled into the long list of changes in iOS 7. If you search the Apple corporate site, there is no information published on it, but it may finally unlock the mobile interaction nirvana that other attempts (nfc, shopkick and many more) have struggled to attain. iBeacon is a technology that allows sensors to identify when consumers are in a very localized site – much more exact than GPS can ever be – and workable indoors. This makes it possible to provide information to a mobile device in proximity to a beacon.
MLB has been working on a demo with Apple since early in the year. In this use case, using a venue specific app on the mobile device will cause different actions to occur on the mobile based on the users location in the stadium driven by proximity to sensors that the app can identify. When users near a ticket gate, their tickets pop up on the screen. When they pass the ticket gate, detailed directions to their seat are on the screen. When they visit a hot dog stand, purchases can drive an on screen loyalty card that with a buy 10 get one free type scheme reminiscent of the old Subway Sub club. All in all, it’s possible to provide a custom experience for park visitors.
It’s not a real stretch to see where this sort of technology can be a game changer for retailers. Not only is it possible to provide pinpoint location in a store, the user is known via the app. The experience can change for every user depending on how the retailer wants to drive the conversation. If you have a VIP client, perhaps you invite them to ask for their free bottle of San Pellegrino directly on an app to give it that sense of magic. Perhaps one client gets a 10% off coupon for shoes, but another gets 20% off on leather goods in the same area. Add to the personal touch the ability to tell who is taking you up on the offers and you’ve got a winning formula for selling in store.
While this technology is an enabler, I see serious complexity and tracking challenges for retailers on these beacons. This is an incredible opportunity to improve and customize a customer experience, but it’s going to take time to get it right and figure out the rules to win over customers.
Frequent Locations – In iOS 7, Apple has built a tracker to indicate a user’s frequent locations. The idea being that contextual location data can be provided to anticipate the user’s needs.
With this information it would be easy to identify a user’s regular visitation of a particular branch of a major retailer and leverage that data in apps. Notifications of upcoming events at those locations could be highlighted to the user if they opt in to messaging. Perhaps users could be prompted for their favourite stores for Passbook instead of having to identify them on things like their Starbucks card, or even better, it could just add favourite stores automatically based on the invidividual user’s data.
Keychain – Mac Users are accustomed to keeping a mini database of their logins, passwords, and credit card information on their OSX systems. Google chrome has similar functionality in it’s autofill functionality.
Keychain has been ported to iOS 7 and can store local passwords. Earlier test versions seemed to indicate that Keychain was going to leverage iCloud to centrally store all of this information, but it was cut in the late stages of release.
While this isn’t fully implemented through iCloud, this move towards central and secure storage of credit cards provides a potential workaround for all of the in store payment scenarios that wreak such havok and drive up time and cost on deployments.
Consider a shopper with an app that allow them to scan items in the store. Instead of having to go to a self-checkout, a pay station, or a regular POS, what if the app could ask for permission to use a stored card on the mobile for payment based on a PIN?
Passbook – Using passbook has always been a bit of a disappointment to myself and others. It’s not intuitive to use, but the update made it a bit less annoying by removing the shredder that kills old tickets.
Uptake from retailers is picking up (there are 17 passbook apps on the Canadian app store as of this writing Longos, Starbucks, and Sephora are the only non-travel and entertainment type apps). I’ve used Starbucks, Cineplex, and Air Canada quite often and they’ve all worked well. I just don’t see people using it much in the wild as you can also use the regular apps to pay for starbucks or to present your ticket barcodes for scanning.
Where the iOS 7 improvement comes in is a small change that incorporates the camera as a scanner. One of the shortcomings of using coupons with Passbook in iOS 6 is that you had to find an offer that had the add to Passbook button and now add it.
Apple has now made it possible for consumers to cross from the world of paper to the mobile world. Much more work needs to be done on Passbook. Retailers and Apple need to find a symbiotic way to get customers comfortable with it, but this is a decent addition.
iOS 7 is an interesting study. For myself, the interesting part of iOS 7 is watching users grapple with changed features, unforeseen glitches, and losing functionality to which they may be accustomed. I’ve listened to my share of complaints on iOS 7 from my family and friends and acted as remote support on a few challenges so far.
As mobile devices become fundamentally ingrained into society and into everyone’s lives, these changes become personal and incredibly widespread. Working in retail technology for many years, I’ve grappled with these challenges with retail clients over the years, and there are many parallels to updates applied across stores. The important lesson is to embrace the change and look for the opportunities to leverage the potential for improvements that drove the change in the first place. Retailers and consumers have much to gain from the ideas here, and everyone will have to learn together how to benefit.