Proxama and Eye Airports Bring Beacons to UK Airports
London, 18 May 2015: Proxama PLC (AIM: PROX), the international mobile commerce Company specialising in proximity marketing and provider of end-to-end payment solutions for card issuers, is pleased to announce an exclusive contract with Eye Airports, the largest owner of airport advertising space in the UK.
Proxama’s Proximity Marketing Division, which focuses on connecting consumers to retailers and brands via mobile proximity marketing using Bluetooth Low Energy (BLE) Beacons and Near Field Communication (NFC) technology, has secured its commercial partnership with Eye Airports to deliver location-based offers and promotions via the Proxama Network.
Under the first stage of the contract, Proxama will install an initial network of 200 Bluetooth beacons into the advertising signage in eight airports across the UK, including London Gatwick and Manchester airports, giving advertisers such as duty-free retailers, brands and airlines the potential to connect to the 38 million passengers who pass through these airports each year. Using Proxama’s beacon network, these organisations will be able to send offers and valued-content to passengers’ smartphones when they are in close proximity to a beacon.
The exclusive contract is initially for a two year period. Based on data from our existing beacon networks we anticipate that approx. 24% of consumers who receive location-based notifications click-through to the offers, a significantly higher percentage than other forms of mobile advertising.
Sarah Parkes, Managing Director, Eye Airports comments, “This commercial partnership with Proxama further underlines our positioning at the forefront of airport advertising technology. Location based marketing offers a direct way of engaging with consumers in high footfall areas, such as UK airports. As the consumer chooses to receive these messages, they feel more involved in the communication process and, most importantly, can specify who they want to receive offers from.”
Jon Worley, CEO of Proxama marketing division comments, “This is not only a significant and exclusive commercial contract, but it will also be an excellent opportunity to showcase our technology in one of our primary sectors. Airports are an ideal environment, with their high dwell times giving brands and retailers the opportunity to interact in a different and innovative way and encourage air travellers to visit stores, find out more and take advantage of unique offers.”