• CMO.com, Friday, November 14, 2014 8:40 AM

Arts Centre Melbourne is rethinking its approach to beacon technology after a disappointing trial of the proximity marketing platform that took place during Melbourne Festival in October. The centre used iBeacon technology to alert visitors to food and beverage offers from its venue in a bid to drive additional sales. Visitors could download coupons from their iOS or Android phone, and store it in their Passbook or equivalent app in Android. When visitors walk near a café or bar, the beacon triggered the coupon to pop up on their screen, asking if they want to redeem it.

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