California, the Golden State of Proximity Marketing

September 7, 2015
Romet Kallas
Account Executive

California are growing to be the pioneers in the proximity industry.

California is a state located on the West Coast of the United States. It was once known as the Grizzly Bear state before it blossomed into The Golden State. Today, as technology is one of the centerpieces of California’s economy, it is about to become the state of Proximity Marketing.

Research and Markets state that the global indoor location based market will grow at a CAGR of 29.7% over the period 2014-2019.

The Golden State plays an important role in the forecast, as they are one of the pioneers for proximity and location based services. According to Proxbook, 13% of proximity solution providers are headquartered in California.

Innovative proximity solution providers

These are some of California’s innovative proximity solution providers and their recent accomplishments:

Gimbal is connecting brands, venues, events and retailers with customers by providing leading-edge mobile technologies and solutions. The company recently announced a partnership with Vector Media LLC. The goal is to outfit 500 buses in Vector’s nationwide network with Gimbal beacons to engage both riders and passersby within a 50-meter radius of the selected vehicles. Vector’s advertisers will have the ability to push relevant offers, discounts and messages to users, who have opted in to Gimbal’s publisher ecosystem within the same radius. Through Gimbal’s geofencing and beacon technology, Vector will be able to provide first-party location data from opt-in mobile app users to show the conversion associated with campaigns.

Blesh, the Istanbul-based startup has headquartered in California, to become one of the main players that lead the micro-location based marketing landscape. Blesh is taking proximity notification a step further. Using the Google project “physical web”, Blesh beacons can contact, and actually trigger the use of smart objects. The classic example is a “smart” refrigerator that tells you when you need to go to the supermarket and stock up. The company is founded in 2013 and recently announced that they have deployed 10 000 beacon devices by 250 brands in 49 cities in Turkey., headquartered in Austria and landed in Silicon Valley 2012. uses Wi-Fi, Bluetooth, and Sensor Fusion to provide indoor positioning. Due to its patented algorithms and award winning technology, the company is one of the pioneers in indoor positioning and navigation technology. recently launched an ibeacon pilot project using beacons in 11 REWE Group’s , BILLA stores. The navigation platform is integrated with the BILLA app. The goal is to increase overall satisfaction by providing offers based on precise customers location. This of course is possible only with the consent of a customer. Implementing this innovative technology helps BILLA connect the online and offline shopping experience and provides shoppers the best value for money inside the store.

RetailNext has been the market leader in analytics for brick-and-mortar stores. RetailNext recently announced the expansion of its analytics platform to support Bluetooth beacon-based solutions. The goal is to identify and exclude the movement of store sales associates from traffic counts and shoppers' in-store shopping paths. RetailNext measures the behavior of more than one billion shoppers per year by collecting data from tens of thousands of sensors in retail stores and analyzing trillions of data points annually. The new beacon-based application allows retailers to not only accurately count, observe and measure the paths of shoppers and associates. It also determines when shopper-associate interactions occur, how often, in what duration and the effect on conversion.

inMarket has a track record of delivering high ROI campaigns for global brands since 2010. Without millions of apps listening, beacons just send out radio waves that have zero effect on an audience. The inMarket platform, recently named the world's largest beacon platform by Fast Company, reaches over 30 million monthly active users across the world's best shopping apps. The Los Angeles-based company says its platform generates, on average, a 14 percent increase in products in a basket during a store visit.

California is the golden state of proximity marketing

There is no lack of innovation when it comes to proximity and the Golden State. Proximity solution providers like previously mentioned are growing fast and the proximity marketing campaigns are getting increasingly bigger. According to the 2015 Store Operation Survey, 46% of retailers will already be using beacons by the end of 2015, it is just a matter of time when everybody else will follow.

When one wants to turn to proximity, they can definitely find a suitable solution in the state of California, as it is the Golden State of proximity marketing.


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