Instant Mobile Experiences: How to Create Unique In-Store Marketing Opportunities

Speakers

Kate SwanbergDirector of Product

Marketing

Koombea

Matt FlammanVP of Business

DevelopmentSocialSign.in

@koombea #MobileExperience

Agenda

Kate Swanberg:

- Everything is mobile: Mobile usage trends worldwide and in the US

- On-site mobile and consumer behavior

- Mobile user engagement techniques, how to do it

- Future trends

Matt Flamman:

- What is Wi-Fi marketing and how to use it

- Mobile marketing best practices- SocialSign.in example


You know it! Everything is mobile…

Mobile usage trends

Mobile changes the way we buy and sell. In 2014, 1 in 3 US consumers said smartphones were the

most important shopping tool.

80% of consumers use mobile devicesinside a store to engage their shopping experience, up from 64% in 2012.

Source: DnC


Think redlaser, retailmenot, groupon, cnet, the find.

http://www.data-charts.com/the-role-of-mobile-in-us-consumers-omni-channel-path-to-purchase/

info.localytics.com/blog/the-anatomy-of-a-highly-successful-push-messaging-campaign


The most common?Comparison shopping (59%), searching for coupons (48%) and product reviews (47%), obtaining additional information (29%). Retail stores are the top venues for consumer mobile usage (31%), followed by restaurants (21%), service-related venues (19%) and financial institutions (15%). CHASE excepted checks in their mobile channel.


Emma Crowe, VP of client strategy for Somo

“50 % of shoppers believe they are better informed than sales staff and store associates, in part because of

what mobile connectivity allows them to do ”

http://mobilemarketingmagazine.com/ten-quotes-mobile-retail-summit#fK4zZbAfp77RsyMd.99

http://mobilemarketingmagazine.com/ten-quotes-mobile-retail-summit%23fK4zZbAfp77RsyMd.99

http://mobilemarketingmagazine.com/ten-quotes-mobile-retail-summit#fK4zZbAfp77RsyMd.99

What are mobile consumers

experiencing in your store?


“You walk into Walmart check your phone for a better price…

or you just go buy on Amazon Instead!”


Amazon’s one-click is too convenient.

Has this happened to you?


Preferred locations of mobile use by US smartphone owners


Generated on OurMobilePlanet

http://think.withgoogle.com/mobileplanet/en/


Generated on OurMobilePlanet

http://think.withgoogle.com/mobileplanet/en/


The question is how do we take

in-store marketing and makeit a mobile experience?


There are many ways to do it:

1. Mobile app campaigns2. Beacon technologies3. Mobile apps w advantage in push

notifications4. Gamification in apps5. Wi-Fi

Mobile App Campaigns1.


Success story 1:


IKEA catalogue app offers the user an interactive experience, for example through a feature that allows the users to project the images of furniture into their own houses.


Success story 2:

Starbucks mobile app offers fast and easy payment features that enhance user experience. Additional offers and perks like the Pick of the Week program are used to engage the customer.


Beacon Technologies, are you using them yet?

2.


Beacons are low-cost hardware, small enough to attach to walls or countertops.

They are types of transmitters that can deliver targeted information to a user’s mobile device whenever they go near it with an enabled app.

They alleviate the limitations of GPS and Wireless signals indoors.

What is Beacon Technology?

Sources: Business Insider, econsultancy.com

http://econsultancy.com

https://www.youtube.com/watch?v=JrRS8qRYXCQ



Want to buy them?

Want to buy them? Go to their website: http://estimote.com/


http://estimote.com/

http://estimote.com/


What does it have the potential to do?


The Major League Baseball (MLB) gave fans an interactive experience through the use of Beacons.Fans who had the relevant app installed could receive useful information on their phones, like the map of the stadium, a digital version of their ticket, merchandise offers and additional information of the team.

Success story:

https://econsultancy.com/blog/63633-a-marketer-s-guide-to-ibeacons-and-bluetooth-low-energy

https://econsultancy.com/blog/63633-a-marketer-s-guide-to-ibeacons-and-bluetooth-low-energy


It’s vital that they only interrupt their mobile customers to add value to their day…

not to disrupt it.


The beauty of

push notifications

3.

Sources: CNET, ComputerWorld, Business Insider

Push notifications are a powerful way to engage users, so long as you don’t overuse them.

Incorporation of Beacon and iBeacon technology for Location-specific push notifications.

Allows retailers to target specific locations & demographics.

Mobile users are more likely to continue using an app if they are actively engaged and incentivized.



Example: An iPhone user with the Best Buy app Installed on their device walks by a

storefront or in-store display which triggers a push notification advertising a flash sale “30% off LCD TVs” or offers loyalty program as an

incentive.


Push messaging campaigns can be highly successful and result in a

50% increase in open rates compared to email.

http://info.localytics.com/blog/the-anatomy-of-a-highly-successful-push-messaging-campaign

http://info.localytics.com/blog/the-anatomy-of-a-highly-successful-push-messaging-campaign


Ask users to opt in to push notifications upon app install or after the first time they use an app.

Highlight the benefits of opting in & Be transparent about how users can opt out later.

Create user segments & use targeted language. Don’t batch & blast everyone!

Push Notifications Best Practices:

The initial rush will be towards annoying push marketing, the real value will come from enriching customer experiences, e.g.

1. Logging where I parked my car

2. Allowing me to show my shopping list against the physical store layout

3. Enable rich content relevant to the product I am in front of


Caution

Bad Blast



Targeted Message


https://econsultancy.com/blog/65342-mobile-push-notifications-an-effective-but-underused-marketing-channel/

http://techcrunch.com/2013/10/13/the-precise-art-of-mobile-push-notifications/

Push Notifications Resources






Gamification4.

Success story: Betterworks



A fun way to boost user engagement & loyalty is by “gamifying” your app.

Creating contests and leaderboards.

Offering virtual currency or prizes (hey bitcoin!)

Providing an in-app centralized hub that offers videos, merchandise, tutorials of your product / app.


Example: A local coffee shop builds out an app that allows users to pre-order their coffee and pick up in-store. The app allows users to “check-in”, from here leaderboards are generated by frequency of check-ins and orders. Discounts could be offered to high scoring customers, and who knows, perhaps the next time a user picked up their coffee there was a free T-Shirt waiting for them as well. Simple really, and companies like FourSquare have been massively successful with very similar models.

Success story: Badgeville


Badgeville is a business gamification company that helps increase user engagement. It provides companies with the right platform to measure and influence user behavior. It specializes in community engagement, omni-channel commerce, customer acquisition.


- Zichermann, Gabe; Cunningham, Christopher (August 2011). "Introduction". Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps (1st ed.).

- "Gamification by Kevin Werbach". University of Pennsylvania/Coursera. https://class.coursera.org/gamification-002/lecture

Gamification resources

https://class.coursera.org/gamification-002/lecture




Consumer shopping trends will continue to move towards mobile because of its ever-

increasing ease of use and mobility.

The introduction of Beacon & iBeacon technology brings with it implications of future incorporation of technology for

analytics, engagement, and marketing in retail and beyond.


Wi-Fi5.

H O W W E U S E W I F I T O C R E AT E U N I Q U E I N - S T O R E M A R K E T I N G O P P O R T U N I T I E S

2 0 1 4 WA S T H E F I R S T Y E A R W E S P E N T M O R E T I M E , P E R D AY, O N O U R M O B I L E D E V I C E S T H A N O U R D E S K T O P S A N D L A P T O P S .

S I N C E T H E B E G I N N I N G 2 0 1 4 , M O B I L E M A R K E T I N G I S U P 2 0 0 % , B U T I T I S S T I L L U S E D B Y L E S S T H A N H A L F O F A L L M A R K E T E R S . T H AT I N C L U D E S M A R K E T I N G P R O G R A M S U S I N G S M S , P U S H N O T I F I C AT I O N S , M O B I L E A P P S , O R L O C AT I O N -B A S E D F U N C T I O N A L I T Y

- 2 0 1 5 S A L E S F O R C E S TAT E O F M A R K E T I N G

KPCB Internet Trends Report

S O W H AT D O E S T H I S M E A N F O R W I F I ?

7 1 % O F A L L M O B I L E C O M M U N I C AT I O N C U R R E N T LY F L O W S O V E R W I F I - W I F I A L L I A N C E

8 2 % O F L A R G E T O M E D I U M - S I Z E D R E TA I L PA R T I C I PA N T S H AV E A L R E A D Y D E P L O Y E D I N - S T O R E W I F I - I H L G R O U P

8 6 % O F S E N I O R - L E V E L M A R K E T E R S S AY T H AT I T ’ S A B S O L U T E LY C R I T I C A L O R V E R Y I M P O R TA N T T O C R E AT EA C O H E S I V E C U S T O M E R J O U R N E Y.

- S A L E S F O R C E 2 0 1 5 S TAT E O F M A R K E T I N G

T O C R E AT E T H AT C U S T O M E R J O U R N E Y, M A R K E T E R S R AT E T H E S E 3 T E C H N O L O G I E S A S M O S T I M P O R TA N T

1 ) M O B I L E A P P L I C AT I O N S 2 ) M A R K E T I N G A N A LY T I C S 3 ) C R M T O O L S

S O H O W D O E S S O C I A L S I G N . I N U S E W I F I T O H E L P M A R K E T E R S W H O WA N T T O I M P L E M E N T M O B I L E M A R K E T I N G A C C O M P L I S H T H E I R G O A L S ?

W E A D D A M A R K E T I N G L AY E R O N T O P O F G U E S T W I F I N E T W O R K S

Presented by Mike Perrone [email protected]

H O W S O C I A L S I G N . I N W O R K S

Your customers don’t need to install any apps, and you’ll never need to give out a WiFi password again.

Customers activate devices once with

Facebook or email, allowing them to quickly

connect at any SocialSign.in location

http://www.apple.com

https://twitter.com/SocialSignIn

https://plus.google.com/101455445767494155416/posts


mailto:[email protected]

A C H I E V E A N Y M A R K E T I N G G O A L

Email acquisition

Mobile app download

Social likes & engagement

Traffic to your website or any URL

Presented by Mike Perrone [email protected] 917-796-8424

E A S Y T O U S E T O O L S

API & CSV downloads to easily connect with CRMs and apps you already use

A real time analytics dashboard that’s actionable and easy to understand

Social data insights to help you connect with your customers


https://twitter.com/SocialSignIn

https://plus.google.com/101455445767494155416/posts



No additional hardware necessary.

Personalized calls to action in minutes.

Immediately learn about your customers.

G E T S TA R T E D I N M I N U T E S

4xMONTHLY APP DOWNLOADS

41xROI ON EMAIL ACQUIS IT ION

500%MORE FACEBOOK

ENGAGEMENT

Y I E L D T H E H I G H E S T E N G A G E M E N T

S U C C E S S S T O R I E S

“Using SocialSign.in, we’ve seen app download conversions as high as 55% at the world famous Apollo Theater!” Dexter Upshaw Jr.

Digital Media Producer Apollo Theater Foundation, Inc.

T H A N K Y O U

Matt [email protected]

631-807-6494

Have questions?

We are here to help.

Email us at

[email protected] [email protected]

@koombea

#MobileExperience

/koombea

@socialsignin



www.twitter.com/koombea

www.twitter.com/socialsignin

www.koombea.com/mvp

Instant Mobile Experiences: How to Create Unique In-Store Marketing Opportunities

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Transcript of Instant Mobile Experiences: How to Create Unique In-Store Marketing Opportunities