Smart lighting is an indoor positioning technology that offers highly accurate, real-time location information as a beacon alternative. Aisle411 and Philips Lighting will share case study data and discuss a world in which all retail lighting eventually provides location.

1. How Smart Lighting
Can Improve Indoor Location
Nathan Pettyjohn Gerben van der Lugt
Place Conference, 21 September 2016 | Chicago

2. 2
Why 30 cm Matters

3. Aisle411 Snapshot
3
Indoor Mapping | Location |Analytics |Augmented Reality
• 14,000 + indoor mapping venues deployed
• 3.7 Million UPCs
• 18.9 Million Sub-Aisle locations mapped

4. Aisle411 Customers
SDKs, indoor mapping, indoor location & analytics solutions
Retail Stores, Airports, Offices, Museums, Convention Centers,
Industrial and Warehouse
4

5. Aisle411 Ranked #2 Globally for Indoor location, Analytics and Advertising
©aisle411 2016 - Confidential

6. Combining the power
of Aisle411 and Philips

7. 2 meters vs. 30 cm location + orientation accuracy means everything for shopper merchandising analytics
Every shelf is like a URL

8. Aisle411 Mapping and Analytics Platform Works with these Location Inputs
1-20 meters
Location based messaging
Beacons Minor hardware install required
Some Passive Analytics
Requires app & Bluetooth on
Most require batteries
10 cm accuracyComputer Vision
Mobile-Device Use with augmented reality
Needs proper lighting conditions
No hardware installation
Requires unique mobile device
Requires active user with device up
30 cm accuracy
Active analytics
LED VLC location based messaging
Hardware upgrade required - lights
location based messaging
Requires app and camera
1-3 meters
Active Analytics
Magnetics User needs to be moving
No hardware installation
Requires app
2 meters accuracy
Passive Analytics – dwell, path
Computer Vision
Sensors
Captures entire audience
Hardware install required
Requires wifi connectivity
No mobile, no app required
2-5 meter accuracyWi-Fi Hardware required, usually existing Most require app running

9. Why 30 cm location Accuracy Matters
Shelf-space is valuable real-estate to
brands selling their products
Brand Marketing
& Merchandising
With 100 + UPCs in one aisle, shopper
location in centimeters means THE
WORLD of difference
Guests can request help from their
mobile device, a customer rep. needs
to know precise location.
Customer
Assistance Navigating to an aisle section
Using in-store behavior to influence at
home purchase planningRemarketing
Email, mobile, and online marketing
messages influenced by in-aisle
behavior at the store
Navigation and location tracking of staff
can result in significant labor cost
efficiencies
Order Picking 30 cm accuracy becomes a valuable
store operations tool

10. #1 Lighting company worldwide
• Global scale, serving customers in over
180 countries
• Lamps, components, fixtures, controls,
software and services
• Innovation leader in Connected Lighting
• Dedicated segment teams for
segment specific innovation
EUR 7.5
Billion sales
48%
LED sales
33,000+
People employed
worldwide in 60 countries
5%+
of sales invested in R&D
Philips Lighting
Global leader in lighting

11. Vision: Light as central nervous system
IP backbone
Location IDs
Central Brain
Sensors

12. • 110.000 nodes
• Automatic commissioning
• Remote lighting asset
management
• Integration in AMS
CityTouch (SaaS)
Los Angeles (US)
• 6.000 IP connected nodes
• Personal light control through
VLC
• Real time occupancy and
temperature monitoring
• Integration in BMS
PoE lighting
The Edge, Amsterdam (NL)
Indoor Positioning
Carrefour, Lille (FR)
• 800 non-connected VLC
fixtures
• Hyper accurate (<1ft)
positioning and orientation
• Product location and
promotion search
Today’s reality…

13. 1. use case
Detailed product info
1 Use cases
Detailed product info
Why light
for indoor location
• A wall-to-wall, powered and accurately mapped
infrastructure
• Instant (<1 sec.), real-time, hyper-accurate (<1 ft)
positioning via VLC (Visible Light Communication)
• In-pocket notifications and tracking with BLE
beacons
• No need for additional infrastructure
• Easy integration into mobile apps (iOS, Android)
• Easy to scale and maintain
and…
• Providing better light and instant energy savings

15. Carrefour continues
Mobile to Connected Trolley
• Carrefour, Philips and Mediaperformances
• Shopping carts outfitted with tablet. Carts
get location from lighting
• Shopper logs in with loyalty card
• Mobile app:
- Promotion search
- Brand sponsored promotions/
advertisement at the “moment of
truth”
• Analytics by Philips

16. Unraveling the black box of big box

17. A shopper survey
Among 3000 shoppers in US, France and Netherlands
Online survey
3,000 Grocery and DIY shoppers in US, France and Netherlands.
In cooperation with Kantar/TNS
Shop alongs
Observing and interviewing shoppers experiencing Philips indoor positioning in
the Carrefour hypermarket in Lille, France.
In cooperation with Kantar/TNS
Interviews
In-depth interviews with shoppers in Netherlands on what location based
services they like or dislike and why.

18. Receive personal promotions based on location 74
List promotions close to me
Receive and find
good deals.. 66
Hunt for temporary promotions 72
Search for products 64
Get product details 72
Easy price comparison 74
..and add excitement
Search for products
Fast product and
price information
Request help 63
Check fastest check-out lane 67
Convenience and
efficiency
Selection from top-10 global use cases
Five categories
of location based services stand out
70
64
73
72
83
80
78
63

19. 47
19
28
16
24
11
Country Current
app usage
Drive app usage
with location based services
54
57
32
35
57
60
Intended app
usage with
location services

20. 20
Joint project between Philips and Aisle411 with
one of the most innovative retailers in the
Middle East.
• Wayfinding
• Product search/navigation
• Price information
• Messaging at the “moment of truth”
aswaaq
Philips and Aisle411

21. www.aisle411.com www.philips.com/indoorpositioning
How Smart Lighting
Can Improve Indoor Location
Place Conference, 21 September 2016 | Chicago