Two location-based services trials united in their use of beacon technology and desire to improve onsite experiences, but very different in terms of business objectives, have launched on opposite sides of the country. Westfield mall owner, Scentre Group, has rolled out a new pilot of location-based marketing at its Westfield Hornsby store, giving shoppers with CommBank accounts the opportunity to earn tailored retail offers. The trial is running from now until 31 December.
Curtin University, meanwhile, says a recent pilot of beacon technologies during its August open day exceeded expectations and provided great data insights into students.
As part of the trial, Curtin launched a proximity aware app for both iOS and Android and which provided prospective students with tailored information based on their location on campus. To do this, Curtin partnered with tech provider and consultancy, iProximity, on its Hello mobile app and iPX management systems, and placed 25 beacons around the campus to push messages out to users.
Curtin University platforms manager, Anthony Green, said the objective was to enable and simplify the discovery of course-based information. However, other interactive content was also available, and the app also displayed the full university Open Day website when students moved offsite.