Finish Line: Leveraging Context to Delivery Hyper-Personalized Experiences

Finish Line: Leveraging Context to Deliver

Hyper-personalized Experiences

Stephanie Trunzo, Chief Operating Officer | Aaron Shook, Executive Software Architect

Customer Loyalty and Mobile Applications1

The Finish Line Challenge2

The Winners Circle App Solution3

Mobile Moments4

Enterprises need to re-envision

who they are, how they work, and let

mobile be the change agent.

- Stephanie Trunzo, Chief Operating Officer, PointSource

Making Mobile Matter

We carefully craft mobile strategies based on user data and business

requirements to create digital experiences that transform business.

4www.PointSource.com

Retailers with a loyalty program,

on average, are 88% more profitable than

competitors who are not.

– Serving the Networked Customer survey, Deloitte

“ “

@PointSource | #ibminterconnect

http://www.pointsource.us


Why Does Loyalty Matter?

• Visit 2x more often

• Spend 3-4x longer with your brand

• Higher margin items

• 30-40% higher ticket size

• Spend 2.5x more money

• 80% of revenues come from

20% of customers

• New customer acquisition cost =

5x cost of retaining existing customers



Brand Loyalty and Mobile Apps

All of these brands share one critical customer loyalty strategy…

Each has a mobile app loyalty program!!



Why Installable Apps?

Engagement and loyalty

Further engage your

most loyal customers1

Increase the size of your

loyal customer base

Provide purchase capability

within your loyalty app

2

3


Capture context and understand intent

Personalize information

Engage your loyal customers!

3 Steps to Customer Engagement

1

2

3

Photo by Kristiina Wilson, Refinery29.com

Finish Line was ahead of the loyalty game

Detailed surveys and analysis for a deep understanding

of their best customers, sneakerheads and sneakerologists

Existing Loyalty program in-place

www.PointSource.com11

Winners Circle Mobile App Objectives

Rapid Response

Updates

Enhanced In-Store

Experience

Streamlined

Rewards Access Geo-

targeting Integration



Features: Early Release Calendar

Motivation:

Create a VIP experience for the most

loyal customers.

How?

• Built in Release Calendar

• New releases have reminder

integration for timely

notifications

• Preview into upcoming major

launch dates will drive

awareness with most loyal

customers



Features: Enhanced In-store Experience

Motivation:

Provide an enhanced in-store shopping

experience to keep them coming back.

How?

• Integrated barcode scanner

allows shopping experience with

product lookup and item

information

• Integration with Winners Circle

card

• Use of Geo-location to drive

customers to stores in close

proximity

• In-store Winners Circle sign-up



Features: Rewards Points Management

Motivation:

Drive repeat purchasing through rewards for

brand loyalty.

How?

• Simplification of the loyalty sign up

process to Winners Circle

• Management of loyalty points, rewards

and coupons in a single place

• Use of gamification to show points

usage



Features: Personalized Push Notifications

Motivation:

Engage your loyal customers using relevant

information push that is context sensitive.

How?

• Use of geolocation for segmented

push of regional sales and contest

notifications

• Mass push for general promotions

and nationwide sales

• Personalized and Targeted push for

loyalty program members



The PointSource Approach



Thanks for the partnership on your

team’s part as well. The company is a buzz

about the app. It’s going to increase our

customer focus and continue to build

a customer centric organization.

- JOHN POLIZZI, CIO Finish Line

“ “

@PointSource | #ibminterconnect



Winners Circle App Components

Scalability to handle large loads,

while getting the benefits of pay-as-

you-go Cloud usage

Application of powerful customer

segmentation and personalized push

messaging techniques

Hybrid code development to enable

a write once, re-use many

philosophy for scale and efficiency



MobileFirst Customer Engagement

Learnings from push messaging

Understand all of your use cases

• Know when and where you want to geo-fence and the optimum content to send

Understand how you want to segment your users

• Geographically, by email, by login status, etc.

• Do you want to have dynamic segments based on actions or based on receipt of messages?

Monitor and Process Analytics

• Collect helpful and meaningful raw data related to user interactions with mobile push



MobileFirst Platform Foundation: Direct Update

• Updates to the app are possible without

going through the lengthy app store

approval process

• Direct update was used to correct an

issue that was discovered right after

releasing.

• Issue corrected within 24 hours of

release and didn't have to wait for the

app store approval



MobileFirst Customer Engagement

• First of its kind Worklight production deployment on SoftLayer

• Greatly simplified the infrastructure at FINL, allowing us to utilize

an API in the cloud model

• Greatly reduced costs compared to a similar on-premise

implementation



A Few of Our Clients


Stephanie Trunzo, Chief Operations Officer| [email protected] @sltrunzo

Aaron Shook, Executive Software Architect| [email protected] @akshook

If you enjoy this session, consider…

PointSource Currency: A Mobile Commerce Solution (Session 2413)

Wednesday, 3:30 pm — 4:30 pm, Breakers L, Mandalay Bay

Seize the Mobile MomentCome see us in Booth 540

Finish Line: Leveraging Context to Delivery Hyper-Personalized Experiences

Mobile

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