The new love affair of pushing the right product to the right person at the right time in offline stores

Many years ago, a French entrepreneur in Shanghai launched a so-called “WalkIn” app in order to push the promotion message when your customers walk into your brick&mortar store. Its ending was just another failure and this startup disappeared without a trace.

Today the core channel of sending personalized recommendation&promotion to your offline customers is mainly through Wechat. However, a local startup is now capitalizing on a slightly different idea.

And the idea is simple. The startup has been partnering (partnering we mean paying) with major mobile phone manufacturers and embedding its solution SDK into the phone’s operating system. In that way, the push messages rely on neither app nor Wechat. So far it has signed more than 13 smartphone brands for the partnership and covered 300 million+ individual devices. Soon they are going to onboard leading brands like Huawei, Samsung.

The company defines its push message to your customers as “smart service card“.

The solution uses GPS to detect your proximity to the outdoor area. As soon as you enter inside the building, it collects your Access Point data,  leveraging the wifi, Bluetooth, the sensor signal inside your phone in order to map your specific location.

You can check out the demo video below, and compared with Wechat, the “push” function seems more proactive and efficient.

 

The company now sells the solution to two major categories of clients.

I)Shopping mall

The service card encompasses messages like:

  • Mall map/navigation
  • Mall discount campaign
  • Mall loyalty program
  • Mall parking guidance and fees

The pricing is around RMB69,800 per mall per year.

If you would need to acquire deep insights on your traffic data, customer behaviors, and profiles, it charges additional RMB109,800 annually for the dashboard and customized reports.

As for the second type of clients

II) Chain stores/brand/restaurants

The pricing strategy targeted at this category is much cheaper, usually RMB389/689/989 annually depending on the total number of the stores the brands have.

It claims daily push of the promotion to your customers via its mechanism can hit as high as 170,000 people for a Chinese fast food chain.

 

Due to its unique value proposition, the startup has been already raising hundreds of millions in RMB from leading investors in China.

By: Cecilia Wu