Mobilni kuponi u retail industriji - Aleksandar Petkovic - biZbuZZ 2011
Transcript of Mobilni kuponi u retail industriji - Aleksandar Petkovic - biZbuZZ 2011
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What’s
so great about
the Great Depression
Robbie Williams, singerSong: Blasphemy
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Revolucija mobilnih kuponau Retail industrji
Aleksandar Petković@fivewho
@mblnmrktng
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CILJ - Motivisati kreiranje ekosistema
Da li samo RETAIL? restorani kafići hoteli zabavni parkovi muzeji saloni lepote spa i fitnes centri ...
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Vrsta digitalne karte (e-reprezentacija
kupona)
Isporuka i / ili potražnja – mobilnim
uređajem
Ostvariavnje popusta ili drugih povoljnosti
Kupovina proizvoda ili plaćanje usluge
Osnovni ciljevi primene:1. POVEĆANJE PRODAJE 2. PROMOCIJA LOJALNOSTI KUPACA
Šta je mobilni kupon i čemu služi?
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Lansiranje nove marketing kampanje Product ili service awarness Motivacija da kupac nešto PROBA Podsticanje uzastopne kupovine Oslobađanje nagomilanih zaliha Targetiranje specifičnog segmenta tržišta Ublažavanje prenaduvanih cena Odgovor na pritisak konkurencije Navlačenje kupaca na “elitne” (skupe)
proizvode Kreiranje baze
Šta se sve može postići?
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“FREE” “BUY-ONE-GET-ONE-FREE” “XX percent-OFF” ili “XX euros-OFF” Uzastopna kupovina Vremenski ograničen – datum, sat ili minut
isteka Samo-uništenje: može biti samo jedan Kuponi koji se dodeljuju po relevantnosti Lokacijski kuponi za učešće u nagradnoj
igri Univerzalni kuponi jednog proizvođača
DEAL-ovi koji se nude
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Ima tri faze:
Isporuči kupon
Iskoristi kupon
Poništi kupon
ŽIVOTNI VEK KUPONA...
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Isporuka kupona
PULL & PUSH:
Mobilna aplikacija
Bluetooth
SMS, MMS & WAP
ŽIVOTNI VEK KUPONA...
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Isporuka kupona
Formati kupona:
SMS MMS Mobilna aplikacija Slika ili bar-kod URL ili e-mail
ŽIVOTNI VEK KUPONA...
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Iskorišćavanje kupona
U realnom vremenu: Hardverski Softverski
Offline: Bez koda Sa kodom
ŽIVOTNI VEK KUPONA...
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Poništavanje kupona
Ručno:Jednostavniji softver...Tamo neki Excel file...Papir i olovka...
Automatski:Softver i hardver
ŽIVOTNI VEK KUPONA...
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Baza Vaših proverenih potrošača
Zašto je bitno imati je? Kupovina baze – EPIC FAIL Koliko vremena je potrebno? Šta čini (dobru) bazu?
KOME SLATI KUPONE?
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Kako kreirati bazu potrošača?
SMS kampanje Online formular Print formular
Poštovati zakonske propise!
KOME SLATI KUPONE?
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KAKO TO RADE USPEŠNI?
Prost SMS OPT IN
Sitna nagrada
“Buy 1 get 1 free” SMS kupon
SMS Bulk – DOUBLE OPT IN?
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KAKO TO RADE USPEŠNI?
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KAKO TO RADE USPEŠNI?
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KAKO TO RADE USPEŠNI?
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GLOBALNO TRŽIŠTEMOBILNIH KUPONA
Brendovi vode sopstvene kampanje Sajtovi za grupnu kupovinu (Groupon...) SMS kuponi za sve telefone
(ScoutMob.com) Agregatori mobilnih kupona (Yowza!!
CellFire) Check-In kuponi i popusti (CheckPoints,
4SQ) Loyalty/Reward programi (CardStar...) Integracija sa socijalnim mrežama
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KAKO KREIRATI DOBAR PROGRAM MOBILNIH
KUPONA? ATRAKTIVNA ponuda
Generisati JEDINSTVENE kodove
Distribucija pravim ljudima u pravo
vreme
Jednostavna i pouzdana validacija
kupona
Analiza iskorišćenih kupona
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ŠTA KONCEPT ČINI DOBRIM?
(sledi: Vaša pitanja) KOMERCIJALAN (PROFIT)
STICANJE NOVIH POTROŠAČA
USPEŠAN (TARGETIRANJE)
RAZVOJ BRENDA
BRIGA O POTROŠAČIMA
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PITANJA &
ODGOVORI
Revolucija mobilnih kupona
u Retail industrji
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Niški merak – Eat in Nis