USING MOBILE CRM & MCOUPONS TO DEVELOP LOYALTY Hosted by Rob Thurner and

Alex Murray

Why mCommerce matters

This webinar – Chapter 8

To download the full guide visit www.developingrevenues.co.uk  

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Introduction – Rob Thurner

• 20 years digital and traditional marketing experience:

• Journalist, Group Marketing Director at Clear Channel International

• Commercial Director at

Mobile agency Incentivated• Founder Burner Mobile

- Consultancy

- Training in Europe & US

- Books, white papers & keynotes• Mobile clients:

• John Lewis Partnership, M&S, Specsavers, Waitrose

• Amex, Barclaycard, RBS• British Airways, STA Travel • Bayer, GlaxoSmithKline• Heineken, King of Shaves, • Jaguar• Pearson, Virgin

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Mobile consultancy projects, bespoke training, white papers, keynotes

My co-author Dave Chaffey

www.smartinsights.com www.theidm.com

www.clickthrough-marketing.com

“Omnichannel” customers spend more!

• Customers engaging

with retailers using multiple channels spend 3 x more

• Mobile / tablet marketing works through the purchase cycle

7Source: Smart Insights / Burner Mobile

Don’t ignore consumer trends

“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most responsive to change.”

- Charles Darwin

Engaging today’s omni-channel consumer

‘Bricks and Mortar’ commerce dominant … mobile is the digital ‘glue’

10 - 15%

Digital Commerce Instore Commerce

90 - 85%

50% of respondents turn to their mobile to find out moreabout a product

Because…

46% stated convenience

41% said it was the only device available to them at the time

Looking for…

40% product information

37% price information

1 in 2 smartphone owners have followed

up an advert or recommendation on their mobile phone

This is most likely to be driven by (44%) TV adverts as consumers looking for quick convenient price and product information

D1. Where if anywhere have you seen a product advertised or recommended and then used your mobile to find out more?Base (unweighted): All respondents (n=789)D2. Why did you use your mobile to find out more information on this product rather than any other device? / D3. And what were you looking for?Base( (unweighted): Those who have used mobile to follow-up (n=362)

E1a. Thinking back over the last three months where if anywhere have you seen a product advertised or recommended and then gone in store to enquire further? Base: Those who have seen a product advertised or recommended and gone into store to enquire further (n=200)

Digital devices are the number one medium to push respondents in store

1 in 4 smartphone users have been prompted to

go in store after seeing an advert or

recommendation (25%)

Radio

Outdoor advert (e.g. on a bus or billboard)

Leaflet through the letter box

Newspaper

Magazine

TV

All digital devices (PC/mob/tab)

2%

5%

8%

9%

9%

24%

41%

Seeing info on which device is driving consumers in store?

Smartphones are changing the way we shop

E1b. When you have been out shopping have you ever used your mobile / smartphone to look for more information on products you were thinking of buying?

38% of respondents use their Smartphone in store

M&S weekly alerts : SMS to mobile site

M&S weekly alerts : MMS

Foursquare promotions : Coke

• Log in to a local Domino’s on Foursquare and receive a free side order (when spending over £10)

• Foursquare Mayor gets a free Pizza every week

• Domino’s UK increases pre-tax profit by nearly 29%, attributed to social media initiatives and Foursquare promotion

“We have led the way with social media initiatives … the development of a link up with Foursquare offers a dual benefit of driving pizza sales online and building customer loyalty.”

Domino’s UK CEO Chris Moore

Source: www.mashable.com

Foursquare promotions : Domino’s Pizza

Couponing has come a long way…

In-store redemption is key to mCoupon success

1 in

6Coupons misredeemed

mCoupons : brand benefit

Reduces cost of customer acquisition

Low cost, accurate, real time effective mobile data collection

Retailers who implement = larger share brand spend

mCoupons : retailer benefit

= Competitive advantage

Drives footfall* / clicks**

Tracks other media

Captures data

* Bricks & mortar ** Online

mCoupons : customer benefit

Instantly to hand

Quick to use in-store

mCoupon redemption with retail involvement

Keyed entry Scanning NFC

Customer sees advert and requests mobile coupon.

20% offText 12345

Redemption option 1 – chip and PIN

Customer get SMS / MMS with unique PIN code for partner retailer

Customer goes into store to redeem their mobile coupon

Customer enters unique PIN code into Chip and PIN terminal.

Processed through Eagle Eye system and turned into intelligence report

Turned into business intelligence report for better CRM and customer targeting.

Retailer Media PlanTV, radio, print, outdoor, online, mobile, social…

O2 Priority Moments – Offers close by

O2 Priority Moments – Find on map

O2 Priority Moments – Redeem the offer

O2 Priority Moments – Share

Redemption option 2 – Scanning

Target USA - scanning

Target has invested in optical scanners for every POS to support a national mobile couponing initiative

Shoppers receive a text message, which links to a mobile web coupon

Redemption option 3 – NFC

NFC = not for commerce?

What do people most want to use NFC for?

Source: IAB Consumer M-CommerceStudy Base = All mobile users (1046)

McDonalds Japan … halves promotion costs NFC loyalty

Redemption with no retailer involvement - Shopitize

http://mobilemarketingmagazine.com/content/shopitize-goes-live-kelloggs-and-mcvities

Post-purchase cash back loyalty programme

Success factors for

mCoupon adoption

#1 Brand perspective

“Kellogg’s aims wherever possible to embrace and support innovation that could enhance the shopper experience.

Mobile technology is becoming more and more integrated into our everyday lives, and Shopitize is the first mobile couponing system we have seen that operates right across the retail trade.

“Success [for Shopitize] rests of a slick easy journey followed by consumer uptake”.

Sam Blunt | brand experience and digital controller |  Kellogg’s UK

Will Shopitize succeed?

http://www.mobilemarketingmagazine.com/content/daya-key-shopitize-launch

#2 Retailer perspective

“Over the past ten years, online has been desperately trying to catch up with in store, now the opposite is true.  Brands must make the most of technology and their digital assets to enhance the customers experience in store. 

“Integrating online in store should be top priority for all multichannel retailers looking to create an experiential and destination shopping experience.”

Sarah Baillie | Mobile Commerce Manager |  Debenhams

Should retailers offer in-store WiFi?

http://econsultancy.com/uk/blog/11148-should-retailers-offer-in-store-wi-fi#blog_comment_152098

#3 mCoupons specialist perspective

“Board level support is critical for any business initiative to take off and achieve serious scale.

There is clear evidence that mobile couponing serves customer acquisition, customer loyalty and drives incremental spend, but it’s not enough for marketers to champion mCouponing alone. Other stakeholders – including operations, IT - must also tick the box”.

Andy Smith | Client Services Director|  Eagle Eye Solutions

#4 mCoupons specialist perspective

“Mobile creates the long awaited bridge between the deal hungry, tech savvy consumer, the retailer seeking additional footfall and the brand owner looking to increase sales. Digital couponing promises to remove one of the biggest barriers in the coupon market – fraud.

“Educating retailers is the biggest barrier to mass adoption of mCoupons”.

Brad Liebmann | CEO |  Geocast

• Check and charge up your Starbucks Card

• Pay with your iPhone or iPod Touch at U.S. Starbucks stores

• Locate a mobile payment Starbucks near you

• Track your Starbucks Rewards program

Holy Grail: loyalty card+ location + payments - Starbucks

Source: Weve

Weve proposition through life cycle

Winning with mobile loyalty

• Deploy mobile loyalty programmes to incentivise and reward

• Ensure joined up UX: throughout customer journey• Work mobile into integrated comms planning and merge

data• Manage expectations: benchmarks for budgets, timings,

likely results, ROI• Launch trials: test, measure, analyse, adapt

 

To download eibDIGITAL’s full guide and infographics visit www.developingrevenues.co.uk  

Thank you.

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Any Questions?