Geo-fencing is an emerging technology that has not nearly been used enough - the possibilities for location-specific content, deals, offers and other promotions are endless.
While there hasn't been a breakout technology employing geo-fencing - some have been playing with it, such as Evzdrop - the technology is most definitely gaining traction as the hospitality industry wakes up to the realities of location-specific deals, promotions and marketing.
In fact, the technology is projected to be at the heart of a $300 million industry by 2017. With companies like Urban Airship pioneering mobile relationship management and location-specific technologies gaining traction with over-saturated consumers, this figure will no doubt increase exponentially.
One of the coolest companies to harness this geo-fencing revolution is Foli. The concept is simple: a geo-fenced magazine rack that allows customers of cafes, restaurants, hotels, spas and other businesses enjoy the latest issues of their favorite magazines straight from their iPads.
A geo-fence is basically a virtual perimeter around a real-world location, meaning that a user cannot access any of the information within the geo-fenced area without actually being physically present in said area. The access disappears the moment that the customer leaves the business' geo-fenced perimeter.
Wicked. This is exactly how disruptive technologies should be used.
Who wants to browse a magazine rack at Barnes & Noble when you can hang out in your favorite place and browse the latest issues? And, most importantly, what business doesn't seek additional engagement points with customers, especially a service like Foli that is a clear amenity and value differentiator?
For cafes, Foli could lead to additional sales. For spas, Foli will lead to more satisfied customers - and fewer magazine subscription expenditures. For doctors offices, Foli will lead to more satisfied patients as they wait for their appointment. For hotels, Foli is an additional digital amenity that not only forward-positions the brand in consumers' eyes, but also ensures that they can have a relaxing experience anywhere in the hotel.
One of the initial rollout groups on the hotel front is Waterford Hotels & Inns, which has been thrilled with the new digital amenity.
Michael Hraba, Project Manager/Communications, spoke to Tnooz about the simplicity of Foli.
One GM was very worried about adding complexity to operations.... [after] one 5 minute meeting, Foli was up and running, and that was that. It doesn't get simpler. Right now, it is up in our Inn Above Tide in Sausalito, Inn at the Presidio in SF, Inn at Oyster Point in South SF, and Maple Tree Inn in Silicon Valley. It's a wonderful way to add value to the guest, but it's also an exceptional way to stand out in crowded markets - especially tech-centric ones.
On the Foli side, Lauren Usui took a moment to explain a bit more how it all works.
We currently use geo-fencing technology that is based on the address of the hotel. We create a Foli spot by address and restrict it to the radius of the hotel property.
Geo-fencing is actually not a new technology and is being implemented in all sorts of applications; however, the way in which we are using it--to control access to premium content--is.
Guest responses have been extremely positive. A lot of them have praised the hotel for the usefulness of a new service. And the data shows -- guests come back to the app several times throughout the day and browse magazines cover-to-cover.
I've even heard from one guest that they love the service because they never touch the magazines in-room (they never know where they have been before your arrival!).
Overall, Foli is absolutely brilliant, and only a matter of time before other companies step up to the plate to provide geo-fenced interactions that enhance customer experience and ultimately create loyalty that translates onto the bottom line.