Case Study: Townhouse achieves a full-fledged iBeacon CMS and 3-day rollout with Contentful

Townhouse turns Contentful into a full-fledged CMS for iBeacon campaigns

Townhouse Creative, a Hertfordshire digital agency, partnered with The Car Agents to launch the dealership’s first iBeacon campaign that delivers detailed car information and promotions to visitors’ smartphones. The project faced hardware and architectural challenges: beacon reception was hampered by vehicle windscreen coatings and overlapping signals inside the showroom, and because beacons only broadcast identifiers the team also needed a robust cloud and mobile backend plus an editor-friendly CMS and flexible content model that wouldn’t lock editors into developer-only workflows.

Townhouse used Contentful as a headless CMS to provide ready-to-use APIs, mobile SDKs and built-in content modeling in the editorial UI, enabling the team to roll out the backend in three days instead of the typical 8–10. The solution delivered a scalable, secure content delivery API, improved mobile app performance (data sync, geosearch, image auto-scaling), a simple interface for creating iBeacon content, and enough editorial flexibility to add new page types (bar, car spa) quickly — prompting editors to consider using the same CMS for broader website content.

Townhouse

Simon Bennett

Chief Technology Officer