Euroshop, Düsseldorf (Germany) - Royal Philips (NYSE: PHG, AEX: PHIA), the global leader in lighting, is piloting an intelligent lighting system that gives new meaning to personalized shopping. The system uses intelligent LED in-store lighting to communicate location-based information to shoppers via a smartphone app which they can opt to download. The lighting communicates with the app to send special offers and information to the shopper, relevant to their location in the store. The lighting system, which is currently being piloted with retailers, is being demonstrated at Euroshop, the world’s leading retail show in Düsseldorf (February 16-20, 2014).
Philips’ connected retail lighting system will benefit shoppers by giving them greater personal control of their shopping experience. Retailers will benefit by building customer loyalty and sales by providing targeted information and discount coupons at their precise position in the store, when shoppers need it most and are most receptive¹. Retailers will also benefit from Philips’ energy efficient LED lighting which provides improved lighting levels and lower electricity bills.
“The beauty of the system is that retailers do not have to invest in additional infrastructure to house, power and support location beacons for indoor positioning,’’ said Gerben van der Lugt from Philips Lighting ‘’The light fixtures themselves can communicate this information by virtue of their presence everywhere in the store.’’
The system works by using lighting fixtures that form a dense network that not only provide high quality light but also acts as a positioning grid. Each fixture is identifiable and able to communicate its position to an app on a shopper’s smart device. This enables the shopper to get information related to his position in the store as they move around the store and location-based services to be triggered. Communication with the smartphone is by Visual Light Communications.
Find me the guacamole
If a shopper plans to make a Mexican meal for dinner, the app on their smart phone can serve as a ‘personal shopper.’ It can point him or her to the aisle where they would find a jar of guacamole, or, if they preferred to make it fresh, plot a route through the aisles to the avocados, tomatoes, onions, chilies and limes. As the shopper approaches various products, the app could also introduce new brands available in the store or make suggestions for alternate recipes.
This latest connected lighting innovation illustrates how Philips is taking light beyond illumination, underlining its commitment to deliver meaningful innovations that improve both business value and people’s lives.
¹ The Logic Group and IPSOS Mori, ‘The Changing Face of Customer Loyalty Will Be The Tipping Point for UK Inc.’ (http://www.the-logic-group.com/PressRelease/Changing_Face_of_Customer_Loyalty2012/)