Following the impending release of a members app, Norths Collective intends to deploy virtual beacons as part of its customer acquisition and data strategy.
The hotel firm owns seven locations in Sydney and the Gold Coast, along with two fitness centres.
The organization’s own app, which has been in development for two years and boasts features including digital membership cards and QR code reading, will be released in November.
It is supported by Heroku and Salesforce CRM and was created by Melbourne-based firm Reinteractive.
Robert Lopez, an innovation and marketing specialist at Norths Collective, told iTnews that “real-time location-based messaging for our app is a future aim.”
Up to 50 geofences or geolocations could be set up by the group, allowing push notifications to be delivered to the app to inform members about sales or promotions.
Lopez stated that in order for users of the app to get real-time communications via virtual beacons, location services must be enabled.
In “Q3 and Q4 of next year,” according to Lopez, virtual beacon technology should be operational.
Virtual beacons, according to Lopez, will “improve the behavioural data,” which has been a focus for the company’s transformation initiative.
Suddenly, he continued, “We can start plotting location heatmaps that show us where users are and what time of day they were shown messages.”
In order to better target promotions and offers at members, “We can start to understand behaviorally what our members are doing when they’re not with us.”
The gamification that the app will introduce, according to Lopez, “is going to be wonderful because it’s all about how we can engage with our members,”
In order to power the real-time personalization in the app, we also use Salesforce personalization.
