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

3rd Mobile Marketing event
Mobile moments: be where your customers are
Supported by:

Reacting in the Retail Moment
Inform and Influence the Consumer at the Point of Decision

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

Consumer buying cycle
“search and decide”
Real-time
visibility
Offers to fit
specific
interests, habits
1:1 Marketing
Influence via
special offers,
store stock

SAP Precision Marketing
Cloud-based analytics in-memory solution
CRM ERP BI POS PMR Other
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

Société de transport de Montréal
Case

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.

• 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
(On-Demand, Multitenant, High Performance, Scalable)
• Receive information, discounts & Special
offers
BI
CRM
Merchants
Outings
Transports
Partners

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

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

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

Groupe Casino Case

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

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

© 2014 SAP AG or an SAP affiliate company. All rights reserved. 17Public
© 2014 SAP AG or an SAP affiliate company.
All rights reserved.
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(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
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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
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3rd Mobile Marketing Event by Warply: SAP Hellas & Cyprus presentation

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