App points customers in direction of best deals

SK Planet launched a location-tracking service “Syrup Guide” on Monday that provides a map of COEX mall and locates consumers’ location to provide relevant events about nearby shops. [SK PLANET]

SK Planet, the mobile solutions subsidiary of SK Telecom, has launched a location tracking service on its mobile app that gives an in-store map and points out discounts as customers walk past products at the COEX shopping mall in southern Seoul.

The service is based on beacon technology that uses Bluetooth wireless technology to locate customers in stores.

Knowing customers’ exact location allows retailers to send real-time messages about specials, coupons, loyalty programs and other information to users.

“Syrup Guide” tracking service began operating on Monday. It automatically activates when a user with SK Planet’s app “Syrup Wallet” enters the shopping complex. In addition to providing discount-related information, the service alerts users to discounts and rewards they are entitled to with their credit and debit cards.

SK Planet has installed some 900 chips across the mall.

The chips work on a Wifi frequency which can transmit a detailed map of the shopping area and display markers giving the direction and distance to different shops and products.

The company is planning to launch a more precise mapping service in cooperation with Finnish startup Indoor Atlas. The proposed system will pinpoint the users’ moving location in real time.

The map service can be useful for the visitors as the complex has been criticized for its complex layout following its renovation.

SK Planet said the launch is to serve tech-savvy consumers who want useful information on their mobile phones.

“As large shopping malls that house shops, movie theaters and restaurants grows in popularity, people want to find events and programs easily while they visit the mall,” said Park Jeong-min, director at SK Planet’s consumer product division.

The company hopes to launch a similar service at various tourist destinations including Bukchon Hanok Village in central Seoul.

BY PARK EUN-JEE [park.eunjee@joongang.co.kr]