USEFUL is the

NEW COOL

Connecting the Physical & Digital Worlds
To Create Better Customer Experiences

Aric Nissen
@Famo...
Last month,
this restaurant
with1400 locations
made a MAJOR
technology
announcement.
Look at Full Menu
Instant Beverages & Desserts
Play Games
Share Real-Time Feedback
Sign up for Special Offers
Pay the Chec...
The Inside Scoop /
How it Drives Business

55

%

pay at table
(pain point)

30

%

increase in
Guest Satisfaction

20

%
...
Ziosk + Mobile / NFC
“Future applications will enable
guests to interact with the Ziosk®
via their mobile phone, for examp...
only 10% of an iceberg
is visible
Pay for Stuff

only 10% of an iceberg
is visible

MOBILE
PAYMENTS
Mobile
CONNECTIONS
Influence Spending
Seek / Share Infor...
RETAILERS:

How Not
to Fight

Showrooming
Retailers should embrace showrooming and help mobile-enabled customers buy!

%
33

of people would rather
give up sex for ...
Each of the “Top 20 Toys” of the 2012 holiday
season had a QR code to purchase the toy
directly using a mobile device.
Par...
BENEFITS
• Placing online orders for toys that are out of stock
• Purchasing for remote love ones
• Parents can secretly b...
• Imagine a world where virtually everything and everyone
has a “find out more” button. Every product. Every place.
Every ...
THIS MINNEAPOLIS BUS STOP
THIS MINNEAPOLIS BUS STOP
IS A TARGET STOREFRONT
Beer.

The Killer
App for
NFC?
1

2

3

NFC-enabled
featuring
Proxama’s TapPoint
platform.
RESULTS

• Sales increases
• Guinness has installed 15,000 NFCenabled founts across UK and Ireland,
plans to install anoth...
6 Seconds
FASTER AT A FAST-FOOD
DRIVE THRU = 1%
INCREASE IN SALES

SPEED = KILLER APP

Isis, the carrier joint venture pus...
80%

of Millennials look
for lowest price

60%

willing to bypass
favorite brand for
cheaper alternative.

75%

of consume...
35%

Consumers will increase their visit rate to a particular restaurant with a loyalty program by an average of
and nearl...
Top 5 Loyalty Roles
for Smartphones
1. “Show phone”membership capability replaces ID#,
traditional card or keychain tag.
N...
QR Loyalty Program Takes Strong
Share of Mobile Wallet
QR Loyalty Program
Is Fastest Way to Pay

(NFC++)
FLOMIO®
Bringing
iOS to the
NFC Party
“We see a future where all
mobile devices interact in the
NFC ecosystem, and we want...
NFC Caps

Custom 3D Print
NFC Tags

NFC Actions
Read-Write App

NFC Wristbands

NFC Kiosk
for Events
Objectives
1. Demonstrate the power of NFC
2. Give fans an enhanced takeaway
premium

ENGAGEMENT

Flomio bridges the gap b...
Big Ideas for Success in
Commercializing QR & NFC
The POS is now “Point of Experience"
Mobile connection makes shopping, w...
USEFUL is the NEW COOL: Connecting the Physical & Digital Worlds To Create Better Customer Experiences
USEFUL is the NEW COOL: Connecting the Physical & Digital Worlds To Create Better Customer Experiences
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USEFUL is the NEW COOL: Connecting the Physical & Digital Worlds To Create Better Customer Experiences

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Presented in San Francisco October 29, 2013 to WIMA-USA.

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USEFUL is the NEW COOL: Connecting the Physical & Digital Worlds To Create Better Customer Experiences

  1. 1. USEFUL is the NEW COOL Connecting the Physical & Digital Worlds To Create Better Customer Experiences Aric Nissen @FamousAric
  2. 2. Last month, this restaurant with1400 locations made a MAJOR technology announcement.
  3. 3. Look at Full Menu Instant Beverages & Desserts Play Games Share Real-Time Feedback Sign up for Special Offers Pay the Check Now benefits A touchscreen tablet at every table feature
  4. 4. The Inside Scoop / How it Drives Business 55 % pay at table (pain point) 30 % increase in Guest Satisfaction 20 % increase in Dessert sales • Wait times reduced by 3-6 minutes • Gaming revenue • Beverage Promotion Revenue • Replace paper menus • Increase rate of Email Club Signup • 800% increase in survey response vs receipt survey
  5. 5. Ziosk + Mobile / NFC “Future applications will enable guests to interact with the Ziosk® via their mobile phone, for example, using it as a game controller.” “Or, if the guest has an NFC enabled phone, they can tap the Ziosk to pay for their meal or to receive special offers to be added to their e-wallet.” John Regal, CHIEF MARKETING OFFICER Ziosk®
  6. 6. only 10% of an iceberg is visible
  7. 7. Pay for Stuff only 10% of an iceberg is visible MOBILE PAYMENTS Mobile CONNECTIONS Influence Spending Seek / Share Information Join Brand Community Loyalty Smart Merchandising Events Customer Acquisition Re-Engagement Proximity Advertising Share Feedback w/ Brand Broadcast to Social
  8. 8. RETAILERS: How Not to Fight Showrooming
  9. 9. Retailers should embrace showrooming and help mobile-enabled customers buy! % 33 of people would rather give up sex for a week than their smartphone. % 83 of shoppers use their smartphone in a store. 52% use to research product. STUDIES: TeleNav 2011, Pew Internet & The American Life 2013, Deloitte Retail Survey Group 2013 % 14 more likely to buy in the store than those who don’t use a smartphone
  10. 10. Each of the “Top 20 Toys” of the 2012 holiday season had a QR code to purchase the toy directly using a mobile device. Parents snap the QR codes with their mobile phones and access a page for each toy, where they could then buy it and ship it (for FREE)
  11. 11. BENEFITS • Placing online orders for toys that are out of stock • Purchasing for remote love ones • Parents can secretly buy toys that their children want, even with their kids shopping alongside them. Combined with free WiFi, this was a seamless user experience integrating QR codes in useful way while serving a cross-channel marketing strategy.
  12. 12. • Imagine a world where virtually everything and everyone has a “find out more” button. Every product. Every place. Every advertisement. Every person. Anywhere. Anytime. THIS OUTDOOR BILLBOARD INSTANTLY SENDS #MOBILE GIFT CARDS
  13. 13. THIS MINNEAPOLIS BUS STOP
  14. 14. THIS MINNEAPOLIS BUS STOP IS A TARGET STOREFRONT
  15. 15. Beer. The Killer App for NFC?
  16. 16. 1 2 3 NFC-enabled featuring Proxama’s TapPoint platform.
  17. 17. RESULTS • Sales increases • Guinness has installed 15,000 NFCenabled founts across UK and Ireland, plans to install another 65,000 by 2015. BENEFITS (BRAND) Sales and profits High-impact advertising Powerful brand statement Valuable data about Guinness customers & consumption patterns • Build 1:1 communication channel beyond the pub • • • • BENEFITS (CONSUMER) • Fun interaction with brand • Beer!
  18. 18. 6 Seconds FASTER AT A FAST-FOOD DRIVE THRU = 1% INCREASE IN SALES SPEED = KILLER APP Isis, the carrier joint venture pushing mobile payments out in the market, said last week it will give away 1 million smoothies through a partnership with Jamba Juice.
  19. 19. 80% of Millennials look for lowest price 60% willing to bypass favorite brand for cheaper alternative. 75% of consumers would switch brands if offered real-time discounts delivered to their smartphones while shopping. 88% Retailers with a loyalty program are 88% more profitable than competitors that do not have one. (Deloitte) “LOYALTY” IN THE DIGITAL AGE WSL Strategic Retail AisleBuyer Deloitte Retail
  20. 20. 35% Consumers will increase their visit rate to a particular restaurant with a loyalty program by an average of and nearly two-thirds of consumers would recommend a restaurant more if the restaurant has an appealing rewards program. [Loyalogy, survey of 1000 dining customers]
  21. 21. Top 5 Loyalty Roles for Smartphones 1. “Show phone”membership capability replaces ID#, traditional card or keychain tag. NFC/QR supplants data entry, NFC app-less check-in 2. Instant points redeem & rewards status update channel 3. Delivery system for content Coupons*, games, news, events. 4. High-impact device for location-specific communications. 5. *Replacement for cards and cash at Point-of-Sale: the gateway drug to mobile payments. *Redemption rates for mobile coupons 10X higher than print.
  22. 22. QR Loyalty Program Takes Strong Share of Mobile Wallet
  23. 23. QR Loyalty Program Is Fastest Way to Pay (NFC++)
  24. 24. FLOMIO® Bringing iOS to the NFC Party “We see a future where all mobile devices interact in the NFC ecosystem, and we want all mobile users involved now.”
  25. 25. NFC Caps Custom 3D Print NFC Tags NFC Actions Read-Write App NFC Wristbands NFC Kiosk for Events
  26. 26. Objectives 1. Demonstrate the power of NFC 2. Give fans an enhanced takeaway premium ENGAGEMENT Flomio bridges the gap between NFC-enabled Android handsets, non-NFC enabled Android tablets, and iOS devices. • 200 devices in the field across 20 NFL properties. • 20,000 customers have received NFC-enabled bracelets • These fans have performed over 100,000 NFC-enabled interactions. IMAGINE Events with wristbands linked to social media accounts – “Eventcasting”
  27. 27. Big Ideas for Success in Commercializing QR & NFC The POS is now “Point of Experience" Mobile connection makes shopping, waiting, dining & buying better Payments are just the tip of the iceberg Smart merchandising, engagement, & loyalty data impact SPENDING Focus on customer BENEFITS vs tech FEATURES Useful is the new cool. Speed is a killer app. Customers value the experience technology provides more than the technology itself.

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