Latest martech launches focus on personalisation and beacons

Latest martech launches focus on personalisation and beacons
Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at


Marketing automation specialist Force24 has released two new features to its platform that it claims will allow even more personalised communication with clients’ customers.

The company releases four major updates a year with the two latest features in the first update of 2016 comprising an SMS decision engine and a programmatic integration feature.

The first addition claims to mimic the responses of a human being, managing thousands of concurrent conversations whilst maintaining real life response times. The programmatic integration feature meanwhile allows marketing departments to synchronise paid search custom audiences into Google and Facebook from their automation platform. The feature manages tens of thousands of records a minute, keeping a close eye on contacts’ actions and eligibility. This, claims Force24, allows clients to create highly focused, data driven campaigns and tailor spend to users’ life stages and previous purchases for example, rather than simply targeting the masses with generic information.

Force24 managing director Adam Oldfield says that his company focused on continual development of its marketing automation platform “so that marketers become more efficient, increasingly relevant and achieve a better yield on their spend,” he said. 

Meanwhile, in-store product location provider Point Inside has launched two new services to better enable retailers to deploy and manage beacons at scale across hundreds or thousands of individual store locations.

According to IHL Group, more than half of large retailers are planning to deploy beacons by the end of this year. However despite the appetite for the technology retailers also need to consider how to best plan and manage their beacon deployments. The new service is built on Point Inside’s StoreMode platform, which creates a digital representation of each retail store – capturing current product locations, departments and services.

It includes two key features. The first, Beacon Planner, is a platform that allows retailers to easily plan beacon placement locations remotely via digital store maps, ensure sufficient coverage instore and make beacon execution easy for store employees.

Beacon Activator meanwhile is a mobile management tool that allows retailers to activate plan, place and move beacons within a store via any iOS device.

“As shoppers increasingly demand online-like experiences in stores, beacons present a huge opportunity for retailers to bring the benefits of digital to brick-and-mortar,” said Aaron Dane, retail experience and innovation manager at Point Inside. “By making it easy to manage and deploy beacons, StoreLocation helps retailers digitally connect with shoppers in-store through relevant and contextual messages.”

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