The document discusses how mobile technology can be used to redefine the consumer relationship at various points of the retail experience. It outlines strategies for using mobile both before customers enter the store through loyalty programs and coupons, and within the store by providing assistants, addressing out-of-stock issues, and linking customers to product information and reviews. The CEO argues that mobile will transform retail in the same way that e-commerce has by allowing customers to complete their shopping experience both before and during their in-store visit.

1. Using Mobile to Redefine Your Consumer Relationship
Mobile in the REAL WORLD
Patrick Collins
CEO, 5th Finger
Presented by the Heartland Mobile Council

2. Why in-store retail?
Pre-store
Loyalty Programs
Coupons and Officers
In-store
Assistants
Out-of-stock
Links to products and reviews

3. Mobile is going to do to retail…
… what eCommerce couldn’t.

4. Pre-Store: Loyalty Program
New member Segment, Promote,
Acquisition program Manage to KPIs
# Mobile Members
Goals
Achieve mobile opt-in for Maximize Engagement in Segment customers
20%+ of the existing first 30 days.
active membership. Increase Retention
Communicate core
Garner stakeholder buy-in program value in first 14 Maximize Member Value
to get mobile opt-in call-to days.
action on all customer Increase awareness of
communications. Promote most engaging promotions
rewards in first 30 days.
Launch specific mobile
acquisition sweepstake.  ‘Month 1 bounced’
members by 25%.

5. Phase 1: Acquisition

8. Phase 2: New member program
Maximize Engagement in first 30 days.
Communicate core program value in first 14 days.
Promote most engaging rewards in first 30 days.
 ‘Month 1 bounced’ members by 25%.
Setup measurement of other core metrics:
Sales uplift
Opt-ins by channel
Other conversions (to web, to facebook, etc)

9. Phase 3: Segment, optimize
Optimize to core KPI’s
Watch your voice!
 Prospects that have become clients
 Product lines purchased
 Average revenue earned
Segment groups  Major/VIP Clients
of customers:
 Purchase Lifecycle
 Demographics
 Geography (Zip, area)
 Self segmentation

10. http://www.mycokerewards.co
m
http://www.mobilemarketer.com/cms/news/database-crm/4158.html

11. Pre-Store: Coupons
Controllable, distributed:
Offers / Promotions
Unique coupons
Consumer / location controlled:
Yowza
Foursquare
Causeworld
Next phases

12. In-store: Opportunity
Assistants
Out-of-stock
Links to products and reviews

13. In the near future consumers will carry their assistants.

14. e-commerce sales will
Sure mCommerce represent 8 percent of
all retail sales in the
could be big…I guess
U.S. by 2014 (Forrester)
That means in-store shopping Guy walks into
is going to represent over a store…
92% of US retail sales for says…
quite a while yet...hmmm

15. Guy walks into a store… says… of 10
people who walk into this store…
4 of them intend to buy
Only 1 does
Why do the other 3 not buy?

16. 3 out 3of of4 don’t buy because: because:
The out 4
don’t buy
Inspiration ”couldn’t find anything I liked”
Out-of-stock “you were out of my size”
Waiting Times “the line was to long”
Mobile to the rescue!

17. Can’t find something I like…

18. Product Links
Can be used for:
amplifying the in-store
experience by providing
links to product reviews
and product
recommendations.
promote the m. site
providing a sweepstake
entry mechanism
Send a tweet.
Check-in m.bbw.com
Can be used as a free
alternative to SMS.

19. Instore Activation
The user is taken
SCAN or text ZYHBC to straight to
558229 for reviews the product
and related products. review and is
recommended
Every product has it’s other items.
own QR code and SMS
code
19

20. 20

21. 21

22. 22

23. Can’t find my size…

24. Line is too long…

25. Wrap
SMS Database development
Build fast
Get to measurement and segmentation
quickly
Coupons
In-store