Meadowhall claims UK first for iBeacon technology

Published:  27 May, 2014

Shopping centre uses innovative iBeacons technology to drive Ladies’ Night event

British Land's Meadowhall shopping centre has become the first in the UK to use iBeacon technology to gamify a shopping event, with dedicated ‘hotspots’ placed throughout the centre enabling shoppers to activate offers on their smartphones.

The latest iBeacon app will be trialled at the forthcoming Ladies’ Night event taking place next week on Thursday 29th May. The event aims to bring in thousands of women from across the region to celebrate a night ‘off’ - with hundreds of big brand offers, discounts, pampering freebies and amazing prize giveaways.

Meadowhall’s marketing team has worked with technology start-up TagPoints to develop the app, designed to work in conjunction with key events across the shopping centre’s calendar and giving shoppers a brand new, innovative experience. Those who download the app will receive real-time discount offers directly to their phones via BLE beacon technology.

When discovering a 'hotspot' shoppers will receive a notification to their smartphones. When they tap the notification it will activate the ‘hotspot’ offer, ready for redemption at the participating retailer store.

Retailers participating in the Ladies’ Night iBeacon trial event include Krispy Kreme, Hotel Chocolat, Cath Kidston and House of Fraser.

Meadowhall marketing director Richard Pinfold said: “iBeacon is a very exciting marketing concept, allowing us to connect with customers and deliver appropriate offers and discounts dependent on their location. We are developing the app to work with key events we host for our shoppers, and our upcoming Ladies’ Night event provides us with the perfect opportunity to launch this new platform.”

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