Test Drive for Bus Passenger Targeting Initiative

Buses in Norwich, UK, are piloting a new initiative using beacon technology to deliver location-based messages from retailers to passengers' smart devices.

The Bluetooth beacon technology has been set up on the FirstGroup bus network through a collaboration between location-based marketing firm Proxama, payments firm Near Field Communications, and out-of-home media owner Exterion.

So far, twenty local retailers have signed up for the trial, which uses a location-based app called Loka, which helps local brands provide relevant content and offers to customers who are 'on the move'. Proxama's TapPoint platform allows passengers opt in to the service, which allows them to discover and buy new products, and to receive coupons, discounts and loyalty offerings.

Jason Cotterrell, MD UK of Exterion, comments: 'Many bus journeys in urban centres involve consumers using their smartphones to keep themselves engaged. At the same time, many of these journeys are also for the purpose of hitting the high street. This initiative marries the two together and brings a completely engaging and immersive experience to the passenger journey.'

Proxama CCO Miles Quitmann says the initial six month beta project will help shape future rollouts on other bus networks around the UK.

Web sites: www.proxama.com , www.nearfieldcommunication.org and www.exterionmedia.com .