The Bluetooth low energy based iBeacon technology, developed by Apple, is being touted as next big thing for brick-and-mortar merchants. iBeacons can track customers’ location within a defined proximity range and help push contextual messages such as deals and offers right onto their phones. Now McDonalds is taking initiatives in leveraging the technology to push its sales.
McDonald’s franchises in Columbus are integrating beacon technology, powered by beacon solution provider Piper, to give customers a new and better dining experience. By utilizing Piper’s beacon technology, which is supported by the latest iOS and Android platforms, the franchises can easily deliver coupon offers, timely alerts, employment opportunities and customer surveys right as customers enter the establishments.
Piper has partnered with McDonald’s to develop a custom mobile app for the franchises to deliver coupons directly to customers who opt in via their smartphones once they are in a close geographic proximity to the restaurant. Through Piper’s platform, customers can also personalize the types of messages they receive, to help discover deals that are most relevant to them, while blocking out messages that are outside of their interests. Employment inquiries and customer service issues are directed via automated text messaging to a responsible party who is able to respond before a customer leaves the restaurant.
During the initial four-week launch, customers who had the Piper app installed were prompted to save an Apple Passbook offer to their device. This offer is also visible and redeemable with Piper’s Android app. Participating stores are generating strong response for the advertised offers through both mobile and signage, showing more than 18,000 offer redemptions for the promoted items featured. One of the menu items saw its sales increase by 8% and another by 7.5% as compared to previous month.
Jack Pezold, owner and operator of McDonald’s franchises for more than 40 years, said in an official press release: “Everyone is looking at their phones, millennials especially, and that’s where we’ve decided to engage. We know our customers and Piper’s beacon solution allows us to cater to their tastes, preferences and behaviors, making it easy for them to get more value and enjoyment out of their McDonald’s experience.”
Robert Hanczor, CEO of Piper, said in an official press release: “We have to make it safe and easy for businesses like McDonald’s to reach customers where, when and how they want to be engaged. As the customer experience improves, we know that better informed customers lead to more engaged and more frequent patrons.”