R E M C O B R O N C C O / F O U N D E R

O F F L I N E T O U C H P O I N T I N T E R A C T I O N M A N A G E M E N T

O F F L I N E T O U C H P O I N T

P E R S O N A L P R O F I L E

A P P

E X T E R N A L S Y S T E M S

i B E A C O N S H O W C A S E

S A I L 2 0 1 5

K E Y S TAT S

2.300.000 visitors 232 beacons 5 beacon networks 6 types of beacons 3 different apps 8.622.816 interactions

80%

71% iOS 29% Android

47% Bluetooth on

66.845 installs

S A I L A P P

S A I L - I N PA R A D E

Long-range beacons

300 meters30 meters

regular beacon

long range

beacon

? ? ? ?WTF

L O N G R A N G E N O T I F I C AT I O N

E T O I L E D U R O Y

V E E M K A D E

Average notificationopen rate 22%

65%

27%

08% notifications at info points

open rate 19%

promotional notifications

open rate 13%

notifications about ships

open rate 26%

T H E R I G H T N O T I F I C AT I O N

71.863336.919

Opened

Notifications se

nt

71.863

Notification opportunitie

s

Beacon interactions

336.9198.622.816

22%

T H E R I G H T N O T I F I C AT I O N

E F F E C T O F T I M E & S O U N D

+27% increased open rate

BOAT HORN NOTIFICATION

DEFAULT NOTIFICATION

F O L L O W T H E C R O W D

A N A LY S E & U N D E R S TA N D T H E V I S I T O R S

D I S T R I B U T I O N

Veemkade

Central Station

Kop Java Island

Java Island

Music MarinaIJplein

SAIL Village

Veemkade

Central Station

Kop Java Island

Java Island

Music Marina

IJpleinSAIL Village

Popular routes

R O U T E S

19%65% 69%

66%

45%

100%

83%55%

34%

visitor distribution

68%$ Veemkade$

15%$ Hamerkanaal$

17%$ Pont Marina$

Vertrekpunten$

B E A C O N N E T W O R K S

F U T U R E B E A C O N I N F R A S T R U C T U R E

beacon mile

B E A C O N N E T W O R K S

V I S I T O R B E H AV I O R

+41% of SAIL visitors used

local bars and restaurants

VISITS TO BARS & RESTAURANTS

iBeacon network

W A N T M O R E ?

I N B E A C O N . N L / S A I L

iBeacon showcase

Ship info notifications

48.673

Notifications sent

Notification opportunities

71.863336.919

2.300.000 visitors

232 beacons

5 beacon networks

6 types of beacons

3 different apps

8.622.816 interactions

EVENT PROFILESAIL Amsterdam is the largest public event in the Netherlands and the largest nautical event in the world.

Every five years, in excess of 600 ships navigate along the North Sea Canal before mooring in Amsterdam.

The 2015 edition of SAIL Amsterdam was enjoyed by 2.3 million visitors over a period of 5 days.

SAIL was the backdrop of an un-precedented beacon implementation, powered by inBeacon and partners.

THE POWER OF BEACONS What made this beaconimplementation unique?

KEY STATS

300 meters30 meters

Long-range beacons Deployment of long-range beacons on ships. When the ship sailed in range of the public they received the proximity message at the right time.

regular beacon

long range

beacon

Beacon networks To gain a greater coverage five private and public beacon networks on the SAIL terrain and in Amsterdam were deployed.

These include the Amsterdam Beacon Mile, SOWIFI, Exterion Media, SAIL long range ship network, and the SAIL event network

UNDERSTAND THE VISITOR Discover the anatomy of a SAIL visitor

one day visit

two day visit

three or more days visit

70%

16%

14%

FOLLOW THE CROWD When do people visit and what routes do they take

Veemkade

Central Station

Kop Java Island

Java Island

Music MarinaIJplein

SAIL Village

Veemkade

Central Station

Kop Java Island

Java Island

Music Marina

IJpleinSAIL Village

number

of notif

icatio

ns

80%

71% iOS 29% Android

47% Bluetooth on

68.664 installs

SAIL app

Situation matters How does the context of the visitor affect the open rate?

29%!OPEN RATE

25% OPEN RATE

SAIL-in parade people stand still to look at the ships sailing by

SAIL event people walk around to see the ships in the harbor

Find the right moment When you send is just as important as what you send. Make sure when you send a notification people are ready and able to receive and read it.

Average notificationopen rate 22%

Sound matters Wat is the effect of a different notification sound for the same message?

Find the right sound People are getting used to the usual notification sounds of our phones. Try something different and get a lot more attention.

+27% increased open rate

BOAT HORN NOTIFICATION

DEFAULT NOTIFICATION

19%

65% 69%

66%

45%

100%

83%55%

34%

supporting partnersevent partner

technical realisation participating partner

Visi

tors

per

day

per

hou

r

Java IslandVeemkadeCentral StationSAIL villageMusic Marina

Popular routes Visitor distribution

visi

tors

per

loca

tion

per h

our

wed thu fri sat sun

? ? ? ?WTF

THE RIGHT NOTIFICATION What notifications are most popularTypes of notifications sent

65%

27%08% notifications at info points

open rate 19%

promotional notificationsopen rate 13%

notifications about shipsopen rate 26%

W H AT ’ S N E X T ?

I N B E A C O N S H O W C A S E S

P E R S O N A L S C R E E N S I N S U P E R M A R K E T S P O W E R E D B Y B E A C O N S

C U S T O M E R P R E F E R E N C E D R I V E S S C R E E N S

R E D W I N EW H I T E W I N E

C U S T O M E R R E C E I V E S P E R S O N A L R E C I P E

R E TA R G E T I N G AT 6 . 0 0 0 T O U C H P O I N T S

O N L I N E I N T E R A C T I E W I T H P H Y S I C A L T O U C H P O I N T S

6.000 touchpoints in The Netherlands

Interactions in a different apps

Conversion measurement

UW SALDO: 2984 PUNTEN

Alkmaar

Purmerend

Alkmaar

N O W L O O K I N G F O R PA R T I C I PA N T S

L A R G E S T B E A C O N N E T W O R K I N T H E N E T H E R L A N D S

O F F L I N E T O U C H P O I N T I N T E R A C T I O N M A N A G E M E N T

O F F L I N E T O U C H P O I N T

P E R S O N A L P R O F I L E

A P P

E X T E R N A L S Y S T E M S

R E M C O B R O N R E M C O @ I N B E A C O N . N L + 3 1 6 4 3 2 6 5 8 6 0