Compensate showrooming with permission based geomarketingMOBILE MARKETING & COMMERCEALCATEL-LUCENT OptismToon CoppensNovem...
Showrooming?                                                                                 2                            ...
Appeal?• 60pc of mobile phone owners want to comparison shop: studySAVE MONEY                                             ...
=> Match the price, or…  Best Buy’s Showrooming Counterattack:        We’ll Match Amazon Prices                           ...
…upsell through mobile engagement!            Relevant engagement near- & in-store              SAVE MORE MONEY & SAVE TIM...
…upsell through mobile engagement!Permission based geomarketing                                                           ...
Free offers                                                                  7                                           C...
8                                           COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDEN...
Relevant deals nearby - API                                                                  9                            ...
Loyalty programs                                                                  10                                      ...
Loyalty programs                                                                  11                                      ...
15%                                                                                                                       ...
35%                                                                                                                       ...
Quest for relevance                                            (Hyper)-Choice                                             ...
Permission based                                    TARGETINGProfile – Preferences – Context/Location - Behavior          ...
Privacy?              78%                Say that privacy is the right to control and manage what                informati...
17                                           COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDE...
Geomarketing & role in the consumer decision lifecycleConsumerdecision       Awareness                                 Con...
Indoor location technology                                                                                  19            ...
Alcatel-Lucent mMarketing & Commerce: References                                                                          ...
www.optism.com                                                                      21                                    ...
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Optism Combat Showrooming Toon Coppens Cartes 2012

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Optism Combat Showrooming Toon Coppens Cartes 2012

  1. 1. Compensate showrooming with permission based geomarketingMOBILE MARKETING & COMMERCEALCATEL-LUCENT OptismToon CoppensNovember 2012@optism COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  2. 2. Showrooming? 2 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  3. 3. Appeal?• 60pc of mobile phone owners want to comparison shop: studySAVE MONEY 3 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  4. 4. => Match the price, or… Best Buy’s Showrooming Counterattack: We’ll Match Amazon Prices 4 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  5. 5. …upsell through mobile engagement! Relevant engagement near- & in-store SAVE MORE MONEY & SAVE TIME Through permission based geomarketing 5 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  6. 6. …upsell through mobile engagement!Permission based geomarketing Remind Near store Offers about Offers Coupons relevant Walk-in based on loyalty based on based on coupon rewards shopping points to browsing in-shop delivery list save till behavior behavior reward 6 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  7. 7. Free offers 7 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  8. 8. 8 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  9. 9. Relevant deals nearby - API 9 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  10. 10. Loyalty programs 10 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  11. 11. Loyalty programs 11 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  12. 12. 15% Response Rate 12 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  13. 13. 35% Response Rate 13 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  14. 14. Quest for relevance (Hyper)-Choice (Hyper)-Flux « Search Fatigue » « Overload » Frustration Pull Push Permission based geomarketing Serendipity (Hyper)-Relevance 14 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  15. 15. Permission based TARGETINGProfile – Preferences – Context/Location - Behavior 15 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  16. 16. Privacy? 78% Say that privacy is the right to control and manage what information about me is available to others Which of these two statements comes closer to your view? Privacy is the right to be left alone OR Privacy is the right to control and manage what information about me is available to others. Alcatel-Lucent, US Identity study 2012 16 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  17. 17. 17 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  18. 18. Geomarketing & role in the consumer decision lifecycleConsumerdecision Awareness Consideration Purchase LoyaltylifecycleDerivedenterprise Increase sales Drive traffic Sales activation Loyaltystrategies frequency Deals, offers & Easy checkout Loyalty pointsRequired Relevant Ads walk-in & integrated & exclusivemarketing rewards wallet offersmeans Role of Outdoor GeomarketingGeomarketing Near store coupons & adsRole of Indoor GeomarketingGeomarketing Walk-in rewards, In-store ads & coupons, loyalty points 18 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  19. 19. Indoor location technology 19 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  20. 20. Alcatel-Lucent mMarketing & Commerce: References Selected by Working with Connected major Average Most successful campaign: major #1 in to 157 brands, response rates 55% MNOs: Vodafone, permission retailers & of 20-25% million subs agencies response rate Orange & marketing Etisalat Canada Vodafone UK Vodafone Orange Turkey US STC France Saudi Arabia Mobinil Mobily Egypt Loop Mobile Saudi Arabia India Etisalat Etisalat UAE Nigeria Tigo Ghana Vodacom South Africa
  21. 21. www.optism.com 21 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
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