Meraki’s CMX presence API enables organizations to extend the functionality offered by Meraki location analytics. In this mini-series of blog posts, we explore the capabilities of some of our technology partners that integrate with the API. In our previous spotlight we covered Euclid Analytics and their capabilities with Meraki WLAN devices. In this blog post we take a look at Turnstyle.
Turnstyle’s WiFi marketing platform offers customer engagement, loyalty, and analytics capabilities that enable retailers to learn actionable insights about on-premise customers. This can be used to send real-time messages, coupons, and rewards directly to customers’ smartphones, without the need for a mobile app; thereby increasing customer engagement and loyalty.
Customer case study
A restaurant chain deployed Meraki with Turnstyle integration in 54 locations to learn about customer trends, to generate marketing lists, and to create a location-based marketing platform. This was then used to reward customers for their loyalty in an effort to increase visit frequency, and to re-engage with customers who had not visited for over a month.
Over four months, the restaurant chain generated over 12,000 customer opt-ins for marketing communications via email, SMS, and Facebook. Over 30% of the client’s marketing communications were read by its customers, and ~18% of all coupons delivered through the Turnstyle platform were redeemed. The contextual messaging had a dramatic impact on customer loyalty and visit frequency, which increased by 70% and resulted in an ROI of over 15x.
The Turnstyle platform
Turnstyle’s platform consists of three components that integrate into a Meraki WLAN network:
Audience Insights uses Meraki wireless APs to passively monitor customer foot traffic and trends. This information can be used to make operational decisions on things such as staffing schedules, marketing strategies, and customer rewards.
Social WiFi gives business owners the ability to offer customers a gated WiFi network, eliminating the need for cumbersome passwords. Meraki offers extremely simple out of the box integration with Facebook WiFi, but for customers needing Facebook, Google, Twitter, and email simultaneously, Turnstyle Social WiFi offers a solution.
Engagement provides business owners with the ability to set up location-based messaging to interact with customers in hyper-contextual ways. Turnstyle makes it easy to reward customers for their loyalty by enabling coupons to be sent based on visit frequency, or to help businesses re-engage with customers who haven’t visited a venue within a defined time-period. With all Meraki WLAN devices connected to a single cloud infrastructure, this engagement can stretch globally wherever you have a Meraki device.
Meraki wireless customers can sign up for Turnstyle by visiting this page. No additional hardware is required, and you can be up and running in less than 10 minutes. Cisco Meraki’s CMX location analytics is available today for all customers, with bespoke functionality enabled by the API and our technology partners. Visit our documentation portal for further information on CMX analytics and our API.
All Meraki wireless products offer out–of–the–box, easy to use location features as part of Cisco’s location analytics technology, Connected Mobile Experiences (CMX). With CMX location analytics it’s possible to determine important business metrics such as how many people enter your location, how long they stay, and how frequently they visit.
Adding no additional cost, thanks to the Meraki all-inclusive licensing model, this data has become available to many organizations that could not typically justify deploying when there was an additional cost. This has led to innovative uses of the location data that has enabled smart city initiatives, and allowed educators to understand student movements.
An important component of empowering this creative use of CMX location analytics was the release of an Application Programming Interface (API). This lets organizations have access to the raw data used by the Meraki dashboard. With access to the raw data there are some major benefits. The first is that no data is summarized and full device identities are included, facilitating lookup by other applications, like CRM. The second is that the data is provided offered with only a short delay between it being created and presented to the API.
Thus the API allows for highly advanced software systems to be developed that are location and identity aware. User identity can be linked to devices, location awareness becomes bound only by the geographical dispersion of your access points (AP), and software systems can make decisions within a time span that is relevant to a device’s location.
One of the downsides of providing raw data is that it can be complex to manipulate for the application developer. For this reason, the engineering team at Meraki developed a second generation API and open source example code. The version two CMX API can be selected in the Meraki dashboard and offers X,Y coordinates and latitude and longitude values. With the first API, radio signal strength values are provided for trilateration of a devices location. Further details on what is available in the API can be found in the documentation here.
To hear more about the development of the location API, and possible uses of the source code, then you can do so by listening to the above podcast with George Bentinck (Solutions Architect) and Nathan (Member of Meraki technical staff).
If you are interested in building an application with Meraki location information, then it is worth checking out our example code on GitHub here. This provides a great way of getting started with the CMX API and can form the base of your future projects. You can try an application based on this code, with live data from the Meraki offices in San Francisco, by following this link, or by viewing example output data here.
Over the past 20 years, the online world has fine-tuned its capabilities to accurately target customers and streamline the purchasing and fulfillment process. Every customer touch point is measurable and based upon data science and fact-based decision making.
In stark contrast, the offline world of physical stores has been stuck in analog. As a result, teams within these businesses are often behind digital retailers in analyzing operational metrics, relying on various traditional approaches including manual counting, gut intuition, and simplistic people counting devices.
Digital tools for brick-and-mortar
Thankfully, much has changed over the past few years. In the United States today, 64 percent of the population owns a smartphone. In Europe and Asia, smartphone penetration hovers at 80 percent (Pew Research, 2014). The explosion of mobile devices and the pervasiveness of WiFi has created new ways of unlocking the mysteries of the physical world.
Just over two years ago Meraki released CMX location analytics to all Meraki WLAN capable devices. The first in the industry to offer advanced location services at no additional cost or complexity, Meraki location analytics is now in use by tens of thousands of customers globally.
Location analytics with Euclid & Meraki
Wi-Fi location analytics from Euclid can leverage the existing Meraki infrastructure to extend the out-of-the-box features and includes additional advanced capabilities. Since 2010, Euclid Analytics has provided insights for the physical world in the same way that web analytics does for e-commerce. Euclid’s network captures billions of measurements per day, analyzing hundreds of millions of potential shopping sessions per year, across tens of thousands of physical locations.
Since Euclid integrates seamlessly with existing Meraki infrastructure through the CMX location analytics API, an IT organization can activate Euclid analytics across thousands of Meraki locations with minimal effort.
Meraki and Euclid detect mobile devices and collect anonymous device information which is then aggregated and analyzed in the cloud. By understanding consumer traffic and behaviors within physical locations, businesses can optimize marketing, in-store operations, strategic decision-making, and staffing activities. No matter the vertical, this new data source can help answer performance and operational related questions.
Specialty Retail:Is your marketing spend making a difference by driving traffic into the store, and can you prove it? Last month, how many new customers did you gain, and how many are coming back again?
Quick service restaurants: Is your staffing aligned with peak traffic times? Are new menu items driving restaurant traffic and sales?
Airports: How long did it take for passengers to clear security or taxi lines in the various airport zones? Is security staffing aligned accordingly?
Hotels:Where should the hotel focus its marketing efforts to drive traffic into the restaurants – on-property or off-property? How many guests pass through specific hotel zones? Are there specific areas of the hotel that require additional staffing needs?
Shopping Malls:During what times of the day is the mall busiest? Which zones were the busiest (or slowest) for the day? Which stores are located in the busiest zones and should their rents be priced accordingly?
Auto Dealerships:What impact does an ad campaign or an auto show have on dealership traffic? When shopping for a new car, are customers cross-shopping at affiliate dealers within the area?
Want to know more?
If you would like to know more about location analytics with Meraki & Euclid, then you can listen to the podcast below. Sunil Daluvoy (Head of Business Development at Euclid) joins George Bentinck (Solutions Architect at Meraki), to discuss location analytics, what benefit it offers, and the Meraki relationship with Euclid.
Existing Meraki customers wanting to try Euclid for free today can get started using Euclid’s Express service, or for further information on the advanced capabilities of the Euclid platform, they can contact Andrew Borella at Euclid Analytics.