How can we find patterns in the way people live, discover things, and spend the time in the city? By observing their daily routine, when they commute between home and office or university. And also, when they choose how to relax after fulfilling their responsibilities: workout at the gym or doing shopping, having a family dinner or going to the cinema. We have to remember that beside citizens, city is a purpose of tourists visits.
Lots of information, but the goal is only one – to make the city more convenient place. Open to everyone. Inspiring. Smart.
There are plenty of Smart City definitions. We believe, that Smart City is about the interactions between citizens, tourists and the city. That is why upgraded smart city concept woke the Venue. It underlines the context of a place where we currently are or heading to. The Venue is the key to understand how to make the Smart City solution advantageous to the users.
How? Let’s start from the beginning. We already use the location-based services as the foundation of the Smart City technology that allows users to easily find information about the nearby places, events, and special offers.
A 2016 eMarketer report shows that 90% of adult smartphone users mostly use their phone to get directions, recommendations or other information related to their location. This proves that we made the right decision while defining the Smart City idea.
emarketer.com, “Location Intelligence, H1 2016: Guidance for US Marketers on Consumer Behavior, Data Quality and Mobile Marketing Tactics.”, April 22, 2016
But we decided to go one step further.
Our latest Smart City concept makes the Venues alive.
Business partners will gain access to the Smart City platform and will be able to set up their own places using a dedicated, customizable dashboard in the Smart City app. Partners decide which functionalities they want to use in the context of their business from a whole range of available solutions. Crucial for them. Valuable for their customers.
Curious how it looks in practice? Let’s go to a shopping mall!
Thursday evening, Emma receives a notification about a time-limited sale that will take place in one of her favorite shopping malls. She looks through the offers and marks the most interesting ones. If she validates even one of the offers, she can get a free coffee and earn double points in the loyalty program. Sounds nice.
Emma has to take her 5-year-old son with her, but she keeps in mind that she can bring him to the shopping mall’s kids playground and pay for it with her loyalty points. She decides to do so.
When entering the shopping mall, Emma receives the welcome notification which redirects her to the list of previously marked offers. She can either use the guidance functionality that leads her right to the store or just take a walk and be notified when she approaches the store with the selected offer.
She reaches the cash desk, validates the offer by placing her phone near the beacon and gets rewarded with extra points and a free coffee voucher. Voilà.
She picks up her son from the playground and goes to the coffee shop, where her favorite cappuccino is waiting for her. But don’t forget about the young gentleman! He receives a delicious chocolate donut bought by his mum. What a sweet ending!
In that simple scenario described above, we used business intelligence technology to build unique shopping experience. First step was to attract Emma’s attention by sending her the personalized offer. How will we lead her to the exact store? Thanks to a beacon-based navigation. We take the advantage of gathered information inside loyalty system to boost cross-selling opportunities and fit to user’s needs. In Emma’s case it was simply taking her son to the playground in the mall and buying him a donut.
This is the functional side. But we do not forget about the user. In the process of the Comarch Smart City Project development, we focus on the user-centered design approach. This framework helps us build the customer value proposition, where technology meets users’ needs whilst driving business value.
Shopping malls. Universities. Campuses. City districts. Museums. Business centers. The possibilities of customizing customer journeys with the Venue concept are unlimited. This is the vision of the modern city created in order to connect citizens with the venues and to help inhabitants and tourists get the most of it. In one single app.