How Smart Lighting Can Improve Indoor Location
Nathan Pettyjohn Gerben van der Lugt
Place Conference, 21 September 2016 | Chicago
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Why 30 cm Matters
Aisle411 Snapshot
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Indoor Mapping | Location |Analytics |Augmented Reality
14,000 + indoor mapping venues deployed 3.7 Million UPCs 18.9 Million Sub-Aisle locations mapped
Aisle411 Customers
SDKs, indoor mapping, indoor location & analytics solutions
Retail Stores, Airports, Offices, Museums, Convention Centers, Industrial and Warehouse
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Aisle411 Ranked #2 Globally for Indoor location, Analytics and Advertising
aisle411 2016 - Confidential
Combining the power of Aisle411 and Philips
2 meters vs. 30 cm location + orientation accuracy means everything for shopper merchandising analytics
Every shelf is like a URL
Aisle411 Mapping and Analytics Platform Works with these Location Inputs
1-20 meters
Location based messaging
Beacons Minor hardware install required
Some Passive Analytics
Requires app & Bluetooth on
Most require batteries
10 cm accuracyComputer Vision Mobile-Device Use with augmented reality
Needs proper lighting conditions
No hardware installation
Requires unique mobile device
Requires active user with device up
30 cm accuracy
Active analytics
LED VLC location based messaging
Hardware upgrade required - lights
location based messaging
Requires app and camera
1-3 meters
Active Analytics
Magnetics User needs to be moving
No hardware installation
Requires app
2 meters accuracy
Passive Analytics dwell, path
Computer Vision Sensors
Captures entire audience
Hardware install required
Requires wifi connectivity
No mobile, no app required
2-5 meter accuracyWi-Fi Hardware required, usually existing Most require app running
Why 30 cm location Accuracy Matters
Shelf-space is valuable real-estate to brands selling their products
Brand Marketing & Merchandising
With 100 + UPCs in one aisle, shopper location in centimeters means THE WORLD of difference
Guests can request help from their mobile device, a customer rep. needs to know precise location.
Customer Assistance Navigating to an aisle section
Using in-store behavior to influence at home purchase planningRemarketing
Email, mobile, and online marketing messages influenced by in-aisle behavior at the store
Navigation and location tracking of staff can result in significant labor cost efficiencies
Order Picking 30 cm accuracy becomes a valuable store operations tool
#1 Lighting company worldwide Global scale, serving customers in over
180 countries
Lamps, components, fixtures, controls, software and services
Innovation leader in Connected Lighting Dedicated segment teams for
segment specific innovation
EUR 7.5Billion sales
48%LED sales
33,000+People employed
worldwide in 60 countries
5%+of sales invested in R&D
Philips LightingGlobal leader in lighting
Vision: Light as central nervous system
IP backbone
Location IDs
Central BrainSensors
110.000 nodes Automatic commissioning Remote lighting asset
management Integration in AMS
CityTouch (SaaS)Los Angeles (US)
6.000 IP connected nodes Personal light control through
VLC Real time occupancy and
temperature monitoring Integration in BMS
PoE lightingThe Edge, Amsterdam (NL)
Indoor PositioningCarrefour, Lille (FR)
800 non-connected VLC fixtures
Hyper accurate (
1. use caseDetailed product info1 Use casesDetailed product info
Why lightfor indoor location
A wall-to-wall, powered and accurately mapped infrastructure
Instant (
Carrefour continuesMobile to Connected Trolley
Carrefour, Philips and Mediaperformances Shopping carts outfitted with tablet. Carts
get location from lighting Shopper logs in with loyalty card Mobile app:
- Promotion search - Brand sponsored promotions/
advertisement at the moment of truth
Analytics by Philips
Unraveling the black box of big box
A shopper surveyAmong 3000 shoppers in US, France and Netherlands
Online survey3,000 Grocery and DIY shoppers in US, France and Netherlands. In cooperation with Kantar/TNS
Shop alongsObserving and interviewing shoppers experiencing Philips indoor positioning in the Carrefour hypermarket in Lille, France.In cooperation with Kantar/TNS
InterviewsIn-depth interviews with shoppers in Netherlands on what location based services they like or dislike and why.
Receive personal promotions based on location 74
List promotions close to me
Receive and find good deals.. 66
Hunt for temporary promotions 72
Search for products 64
Get product details 72
Easy price comparison 74
..and add excitement
Search for products
Fast product and price information
Request help 63
Check fastest check-out lane 67
Convenience and efficiency
Selection from top-10 global use cases
Five categoriesof location based services stand out
70
64
73
72
83
80
78
63
4719
2816
2411
Country Currentapp usage
Drive app usagewith location based services
5457
3235
5760
Intended app usage with
location services
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Joint project between Philips and Aisle411 with one of the most innovative retailers in the Middle East.
Wayfinding
Product search/navigation
Price information
Messaging at the moment of truth
aswaaqPhilips and Aisle411
www.aisle411.com www.philips.com/indoorpositioning
How Smart Lighting Can Improve Indoor Location
Place Conference, 21 September 2016 | Chicago
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