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3rd Mobile Marketing Event by Warply: SAP Hellas & Cyprus presentation

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A presentation by Dimitris Hagigeorgiou, Business Development, Mobile B2B & B2C and Customer Relationship Management, SAP Hellas & Cyprus. …

A presentation by Dimitris Hagigeorgiou, Business Development, Mobile B2B & B2C and Customer Relationship Management, SAP Hellas & Cyprus.

This presentation was part of the 3rd Mobile Marketing event by Warply. Top executives from leading brands/companies and media agencies presented trends of the mobile industry and real examples of how they engage their customers using innovative mobile marketing practices.

Follow the conversation using #warply #mme3 on Facebook and Twitter.

The event was powered by:

Warply
Microsoft Innovation Center Greece
Nespresso
Nestle Ice-Cream Hellas

Published in: Mobile, Technology, Business

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  • 1. 3rd Mobile Marketing event Mobile moments: be where your customers are Supported by:
  • 2. Reacting in the Retail Moment Inform and Influence the Consumer at the Point of Decision
  • 3. 2© 2013 SAP AG or an SAP affiliate company. All rights reserved. SAP MOBILE CLOUD IN-MEMORY SOCIAL MEDIA SOLUTIONS Transform the way you do Business with SAP Combine years of industry knowledge with best in class new technologies Employees Ecosystem Customers White Collar Grey Collar Blue Collar Partners Distributors Contractors Consumers Payments Retail Human Resources Finance Travel & Expenses Supply Chain Management Email
  • 4. 3© 2013 SAP AG or an SAP affiliate company. All rights reserved. Consumer buying cycle “search and decide” Real-time visibility Offers to fit specific interests, habits 1:1 Marketing Influence via special offers, store stock
  • 5. 4© 2013 SAP AG or an SAP affiliate company. All rights reserved. SAP Precision Marketing Cloud-based analytics in-memory solution CRM ERP BI POS PMR Other SAP Precision Marketing Engine Matches, Learns, Improves Understand the consumer shopping context: Who, what, where, when Access relevant content from legacy systems Send targeted offers, product info and availability Analyze performance to optimize campaigns
  • 6. Société de transport de Montréal Case
  • 7. 6© 2013 SAP AG or an SAP affiliate company. All rights reserved. Société de transport de Montréal (STM) Case Société de transport de Montréal (STM)  2010 Outstanding Public Transportation System in North America (by APTA)  4th Largest public transit organization in North America  STM carries 400 Million customers a year, or close to 1.2 M every day through 250 bus lines and 68 subway stations in the Montreal area.  2020 Goal: 540 million transits (40% increase in ridership) Storyline: STM needed new ways to engage the connected customer, in order to increase ridership and give customers reasons to take public transit. Cloud-based SAP Precision Marketing helped them connect several hundred retailers and other venues to their customers in real-time using mobile and in-memory computing to deliver compelling, personalized offers.
  • 8. 7© 2013 SAP AG or an SAP affiliate company. All rights reserved. • Interact with consumer in the field • Run mobile marketing campaigns based on consumer profile and location • Interact with consumer in real-time anywhere, anytime. • Design & run mobile marketing campaigns based on consumer profile and location • Analyze consumer behavior in the field Global eco-system A Marketing platform creating real-time interactivity between consumers, STM and partners SAP Precision Marketing (On-Demand, Multitenant, High Performance, Scalable) • Receive information, discounts & Special offers BI CRM Merchants Outings Transports Partners
  • 9. 8© 2013 SAP AG or an SAP affiliate company. All rights reserved. Because the offers match the consumer profile and he/she can get to the museum on time, he/she accepts it. The iPhone App helps him/her plan his trip to the museum STM’s partner creates offers through the offer portal (ie: small businesses, event partners, single stores…) “$10 off pass to Gustave Monet exposition if checked in between 10AM and 3PM” STM rewards consumer for using Public Transportation With 42 eco-trees per month, user has access to privileges and discounts Illustration of the End to End Scenario
  • 10. 9© 2013 SAP AG or an SAP affiliate company. All rights reserved. STM’s Consumer Context Personal preferences Offers are rated based on the selected choices Social-demographic segmentation Offer are targeted to specific consumer profile CRM Profile The consumer profile is attached to a CRM profile with the Opus card. STM can target offers to specific purchase or usage behaviors Current location Offers are targeted to specific location  Receive exclusive offers depending on where you are, your preferences and your profile
  • 11. 10© 2013 SAP AG or an SAP affiliate company. All rights reserved. Results Relationship with riders and merchants was transformed • Personal concierge for riders • Higher value channel for merchants Over 1300 merchants (from leading brands to corner stores, groceries, etc) Released on May 7, 2013 48h after launch • Mobile app was #1 on the App Store in Canada (lifestyle) • 2.5 mil offers in first five months (4% click rate, 3% redemption rate) Over 50% of consumers have completed user profile + preferences
  • 12. Group Casino Case
  • 13. 12© 2013 SAP AG or an SAP affiliate company. All rights reserved. Groupe Casino Case
  • 14. 14© 2013 SAP AG or an SAP affiliate company. All rights reserved. Receive Special Offers Illustrative use-case Enhance the Shopping Experience, Increase Offer Conversion Rate and Basket Size Consumer is informed when a better deal exists Consumer learns about complimentary products Consumer enters store and receives personalized deals Get Product Suggestions Find Better Deals Retailer A is able to steer consumers toward specific products and creates opportunities to up-sell Retailer A creates opportunities to cross- sell consumers and increase basket size Retailer A personalizes the shopping experience and increases offer conversion Consumer scans advertisements to learn more Discover New Products Retailer A creates opportunities to drive trade promotion Collect Rewards Consumer receives loyalty benefits Retailer A strengthens consumer loyalty through reward program
  • 15. 15© 2013 SAP AG or an SAP affiliate company. All rights reserved. Warply and SAP – The bigger picture CRM Warply Loyalty - location - behavior - demographics mobile brave mobile new world [apps, mobile web, all sorts of mobile ad impressions] Mobile native app up-selling increase CLV Enhance customer profile Fulfill loyalty user acquisition loyalty, user retention, churn decrease BI ERP POS SAP Precision Marketing Campaign Segmentation 150M API calls/day Real time mobile analytics
  • 16. © 2014 SAP AG or an SAP affiliate company. All rights reserved. Thank you Contact information: Dimitris Hagigeorgiou Business Development, SAP Hellas +30 6937096125 +30 2109473861
  • 17. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 17Public © 2014 SAP AG or an SAP affiliate company. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG or an SAP affiliate company. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG (or an SAP affiliate company) in Germany and other countries. Please see http://global12.sap.com/corporate-en/legal/copyright/index.epx for additional trademark information and notices. Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors. National product specifications may vary. These materials are provided by SAP AG or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP AG or its affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP AG or SAP affiliate company products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. In particular, SAP AG or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation, and SAP AG’s or its affiliated companies’ strategy and possible future developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP AG or its affiliated companies at any time for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions.