Roximity’s Verified Locations Goes Beyond The Beacon

The company’s polygonal geofencing claims tighter control than a standard 100 meter radius for targeting.

Roximity is rolling out a program that will allow for location-based analytics and features that normally would only be possible for establishments with beacons to be available to those without them. Verified Places is a promising a host of location related features and works through GPS and Roximity’s polygon-based geofences.

While beacons are still a big part of Roximity’s business, the decision to move beyond its focus on indoor marketing to targeting customers when they’re near a store appears designed to differentiate the company from the growing number of beacon providers. (Roximity did not return calls for comment.)

Geofencing normally relies on a standard circular signal that radiates from the business using it in all directions to a set distance (usually around 100 meters). Roximity’s polygonal geofences, on the other hand, can be customized much more minutely, allowing for a boundary that fits more tightly around a store’s actual physical dimensions, as opposed to a general circle encompassing the larger area around a specific place’s lat/long.

This is designed to provide for much tighter control of location based messages and targeting, allowing retailers to use geotargeted messages and ads with the same precision and control that would normally only be allowed through beacons. Roximity promises that beacon-like features such as triggering notifications and API calls can be accomplished through the use of Verified Places.

Roximity's Danny Newman
Roximity’s Danny Newman

Additionally, valuable data can be collected through the same means. Verified Places will let retailers know how many people (or at least, how many smart devices) are in the store, how long each person spends inside, and the number and type of messages delivered to customers.

All of the above capabilities are part of Roximity’s strategy to promote in-store apps, regardless of customers’ willingness to turn their Bluetooth in and participate with the occasional intrusiveness of beacons. Verified Places sounds like it will make in-store options similar to beacons available to all customers without relying on extraneous equipment or customer initiative.

“Today’s growing in-store application usage means retailers must be more diligent than ever when providing a personalized mobile experience for their shoppers,” said Roximity CEO Danny Newman in a press statement. “Roximity’s newest update gives mobile developers a leg up on the competition — with features that no other location-based platform can offer.”

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Daniel Parisi Daniel Parisi @daniel_parisi_

Daniel Parisi is a New York City-based writer and recent graduate of the University of Maryland. Daniel specializes in coverage of mobile payments, loyalty programs, and the Internet of Things.