mobilizing loyalty


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  • Depth of retail experience mentioned as important in RFP. Here are our clients over the years.We love the retail category because of the depth of data available, and the profound effect that data driven marketing can have on ROI
  • mobilizing loyalty

    1. 1. September, 2011<br />Mobilizing Loyalty<br />
    2. 2. The Synergy of Mobile and Loyalty<br />For consumers, mobile is a channel that provides:<br />Convenience<br />Consolidation<br />Relevance<br />Rewards<br />For retailers, mobile is a channel that solves for:<br />Ongoing data capture challenges<br />Limited IT resource & bandwidth<br />Driving increased share of wallet<br />Creates bigger basket and incremental visits<br />For consumers and retailers<br />
    3. 3. Digital Consumer Loyalty Partnership<br />NEXT GENERATION MARKETING SERVICE PROVIDER<br />89 Degrees develops marketing solutions that use advanced analytics to drive better results for data-intensive marketers.<br /><br />THE LEADING MOBILE LOYALTY PLATFORM CONNECTING MERCHANTS AND CONSUMERS<br />CardStar Connect™empowers merchants and brands to unite with their most valuable customers offering rewards, incentives and messages by mobilizing loyalty and membership programs.<br />
    4. 4. 15+ Years of Retail Loyalty Marketing<br />
    5. 5. Smartphones: Exploding Market Penetration<br />Current Adoption: <br />Nearly 40% of US mobile phone owners have a smartphone as of May 2011(Nielsen)<br />Growth Projection: <br />Smartphone owners will the majority by the end of 2011 (Nielsen)<br />U.S. sales of smartphones to grow from 67 million in 2010 to 95 million in 2011 and become the highest-selling consumer electronic device category(Gartner)<br />Sales of smartphones will exceed those of PCs in 2012 (Morgan Stanley)<br />Mobile Internet use via smartphones will increase 50 fold by 2015 (Coda Research Consultancy)<br />
    6. 6. Merchant ValueProposition<br />Easyaccessto your most loyal customers<br />Convenience:<br />No buy-in or POS integration is required — and CardStarcan create customized features and offerings<br />Relevance:<br />Tailor – and then push – high value content like mobile coupons and promotional messages with accuracy, timeliness and acceptance in real time via geo-targeting features — strengthening customer loyalty by guiding the shopping experience<br />Insight:<br />Use the business intelligence and analytics of CardStar to segment, target and stay connected to you most valuable customers<br />ECHO<br />
    7. 7. Mobilizing Loyalty<br />The CardStar/89Degrees Solution:<br />AnEndtoEnd Mobile-BasedLoyaltyProgram<br />Card <br />Management<br />Content<br />Services<br />Publishing<br />and Feeds<br />Business<br />Intelligence<br />Consumer<br />Experience<br />Monetization<br />
    8. 8. DevelopingtheProgram<br />Creatingmobilecontent has neverbeeneasier<br />Do Even More: Targeted Messaging<br />IKEA<br />Coming to Centennial June 2011<br />
    9. 9. IKEA example<br />Phase 1 – Pilot: What IKEA Gets<br />Card Design and Load<br />Monthly Deals (up to 10)<br />NO Card Feature on Merchant Page<br />Store Locator<br />Customer Service (800#)<br />URL Links<br />Home<br />Family Portal<br />IKEA<br />
    10. 10. Macy’s Backstage Pass - Update<br />First: Scan the code<br />Second: Get Exclusive content (videos) and as of August, get new deals and entry into Sweeps<br />Note: those without QR Code reader can TXT to get offers/sweeps.<br />
    11. 11. A Consumer’s Mobile Loyalty Experience<br />Consumer scans code<br />QR Code in-store, prominently displayed<br />30% OFF ANY SINGLE ITEM<br />Deals delivered through CardStar (Weekly)<br />CardStar Load, consumer picks Merchant Card<br />Consumer sign-up for deals<br />
    12. 12. Driving the Program: Marketing Components<br /><ul><li>In-Store Signage
    13. 13. Staff Training and Incentives
    14. 14. Instant Offers/Discount to Drive Trial
    15. 15. Mobile Exclusive Offers to Incent Customer Adoption
    16. 16. Website Promotion
    17. 17. Viral / Social
    18. 18. Email, SMS promos
    19. 19. Direct Mail
    20. 20. Card Star Network</li></li></ul><li>Success Metrics<br /><ul><li>Scans
    21. 21. How many consumers scan any QR Code
    22. 22. Loads/Sign-ups
    23. 23. How many consumers load the application and STAGE loyalty cards on their phones
    24. 24. How many consumers join SMS and/or Email from the unique codes
    25. 25. Delivery
    26. 26. How many deals are delivered to members
    27. 27. Open/Views
    28. 28. How many open/view each of the offers
    29. 29. Sales (TBD)</li></li></ul><li>Activity Summary Data Examples<br />
    30. 30. Deal Data Examples<br />
    31. 31. Program Considerations<br />Monthly deals (# and frequency)<br />Basic or enhanced merchant information<br />Price per acquisition or monthly based on # locations<br />Tech integration (web services and real- time calls/enrollment) or static information<br />Self-service or enhanced reporting and analytics (dynamic real–time reporting, dashboards)<br />MarketingNeeds<br />Budget<br />Service<br />The Sweet Spot?<br />This is different for each client. We will work with you to develop the blend of services and support that fits your organization best. <br />
    32. 32. Thought Starters: Approach Tiers<br />BASIC/TEST<br /><ul><li>Card design and load
    33. 33. 5 static monthly deals
    34. 34. Basic Merchant Information (Store locater, URL)
    35. 35. Basic Reporting (usage statistics)
    36. 36. All of the above +
    37. 37. Up to 15 monthly deals (dynamic, real-time upgrades/recalls/etc.)
    38. 38. Enhanced merchant information (Customer Service Number, additional links
    39. 39. Geo-targeted offers
    40. 40. Enhanced Sign-up (streamlined and optimized for CardStar)</li></ul>ENHANCED<br />PREMIUM<br /><ul><li>All of the above
    41. 41. Enhanced Reporting (deep dives, reports, dashboards, etc.)
    42. 42. Advanced Features (declining balance card load and use, digital receipting, product affinity analysis/compliments offers, mobile payment, first notice and access to future enhancements/features)</li></li></ul><li>Discussion<br />
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