Mob. Couponing, Loyalty and Crm Intro


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Overview of my work with retailers where we have helped them drive traffic to stores using mobile couponing and mobile based loyalty solutions

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Mob. Couponing, Loyalty and Crm Intro

  1. 1. Mobile couponing, loyalty and CRM Introduction January 2009
  2. 2. <ul><li>Founded in 1999 </li></ul><ul><ul><li>AIM listed </li></ul></ul><ul><ul><li>Profitable and debt free </li></ul></ul><ul><ul><li>Double digit growth since listing </li></ul></ul><ul><li>Offering </li></ul><ul><ul><li>Convergent mobile comms </li></ul></ul><ul><ul><li>Mobile enabling technology </li></ul></ul>About 2ergo Headquarters Media City Manchester UK 6 Worldwide offices: UK, US, Australia, India and LatAm 50+ global customers and brands across the world Entertainment and Media <ul><ul><li>Mobile Business Solutions </li></ul></ul><ul><ul><li>Mobile Marketing </li></ul></ul>
  3. 3. Get closer to your customers <ul><li>Mobile brings you closer to your customers </li></ul><ul><li>97% of text messages are opened immediately </li></ul><ul><li>Over 3 billion iphone app downloads to date! </li></ul><ul><li>Mobile internet usage is going through explosive growth </li></ul><ul><li>More text and picture messages sent each day than google searches </li></ul><ul><li>By 2014 mobile with account for 25% of marketing budgets </li></ul><ul><li>580% growth in Mobile Marketing & CRM next 5 years </li></ul>
  4. 4. About 2ergo - Value Proposition Leading global provider of mobile enabling technology focusing on mobile marketing, mobile customer relationship management (CRM) and entertainment solutions. <ul><li>Mobile campaigns </li></ul><ul><li>Mobile internet sites </li></ul><ul><li>Promotions / tickets </li></ul><ul><li>Campaign analysis </li></ul>Marketing <ul><li>Customer communications </li></ul><ul><li>Mobile customer service </li></ul><ul><li>Mobile market research </li></ul><ul><li>Secure messaging </li></ul>Business Solutions <ul><li>Mobilise media content </li></ul><ul><li>Interactive applications </li></ul><ul><li>Content adaption </li></ul><ul><li>mBilling and PayforIt </li></ul>Entertainment & Media
  5. 5. Challenge for the retailers … Challenges Opportunities <ul><li>Difficult to drive customers to the stores </li></ul><ul><li>with economic concerns customers are tightening their belt and spending selectively at retail stores </li></ul><ul><li>customers are looking for value to trigger purchase decisions </li></ul><ul><li>Mobile medium offers a proven medium to drive customers directly to the retail stores through promotions delivered to the mobile </li></ul><ul><li>Hard to engage target customers </li></ul><ul><li>Targeting younger audiences is a challenge as traditional mediums are failing to engage customers </li></ul><ul><li>Younger audiences are spending increasing amount of time on Internet and mobile </li></ul><ul><li>Mobile marketing allows brands to reach and engage customers in a meaningful way through SMS, mobile internet, content on mobile, location based services, </li></ul><ul><li>Marketing offers limited ROI </li></ul><ul><li>Media costs are high through traditional mediums like TV, print & outdoor </li></ul><ul><li>Direct marketing offers the most targeted opportunity to communicate & influence customers </li></ul><ul><li>Limited data collected or analysed for future CRM activities </li></ul><ul><li>With mobile, a brand can create one-to-one marketing </li></ul>
  6. 6. Proposition & Benefits <ul><li>Mobile Strategy, Mobile marketing, CRM & Couponing to drive footfall to stores </li></ul><ul><ul><li>Build database for on-going CRM campaigns </li></ul></ul><ul><ul><li>Sign up customers onto loyalty programs and collect points via mobile </li></ul></ul><ul><ul><li>Deliver coupon, gift cards and rewards directly on mobile </li></ul></ul><ul><ul><li>Redeem offers securely and collect data </li></ul></ul><ul><ul><li>Integrate loyalty card to a mobile number to make loyalty card an interactive card </li></ul></ul><ul><ul><li>Follow up CRM to target future offers </li></ul></ul>Secondary Proposition Benefits <ul><li>Gain access new audience, typically hard to reach younger audience </li></ul><ul><li>Promote and communicate offers instantaneously reducing the direct mail costs </li></ul><ul><li>Drive increased footfalls during low periods of the day or week through targetted CRM messages </li></ul><ul><li>Increase transaction values with coupons, and gift vouchers </li></ul><ul><li>Build and utilize a database of customer interactions for on-going CRM </li></ul>
  7. 7. VoucherNet™: How does it work <ul><li>Brands engage customers through online, mobile, IVR, social media and other media touchpoints </li></ul><ul><li>Real time and secure coupon validation </li></ul><ul><li>Data Capture and stored for reconciliation </li></ul><ul><li>Discount reconciliation </li></ul><ul><li>Mobile coupon number entered in the box office till or scanned directly off the handset </li></ul><ul><li>Run targeted outbound CRM campaigns </li></ul><ul><li>Receive a barcode and/or unique PIN based mobile coupon </li></ul>1 2 4 OR 3a 3b RAPOS ™ Server
  8. 8. Orange Wednesdays – mCouponing <ul><li>Challenge : </li></ul><ul><li>Differentiate Orange brand </li></ul><ul><li>Reduce Orange Churn </li></ul><ul><li>Increase cinema sales </li></ul><ul><li>Solution : </li></ul><ul><li>Promotion: 2-for-1 cinema tickets on Wednesday </li></ul><ul><li>Customer receive 2-4-1 unique text ticket codes on the mobile </li></ul><ul><li>Text-code is redeemed through a wireless redemption device at the cinema </li></ul><ul><li>Advertising Method: Bill Inserts, London Tube posters, outdoor media, targeted film magazines, national press, radio and online , National TV </li></ul><ul><li>Results : </li></ul><ul><ul><li>2.5% reduction in churn (£60m/year) </li></ul></ul><ul><ul><li>Wednesday now second highest day after Saturday </li></ul></ul><ul><li>Over 400,000 coupons redeemed per month across a base of 10 million customers </li></ul><ul><li>Orange Wednesdays has a strong brand recall and has been extended into other promotions </li></ul>“ Arguably one of the biggest marketing buzzes of the past 12 months was created by telecoms provider Orange, with its ground-breaking Orange Wednesdays campaign” Media Week
  9. 9. Loyalty Club: Opportunities for data collection and Targeting + Example outbound CRM Campaigns Data Collected and Analysed <ul><li>Ticket Purchase Date/Time </li></ul><ul><li>Ticket Purchase frequency </li></ul><ul><li>Movie Selection </li></ul><ul><li>Cinema Selected </li></ul><ul><li>Movie Selection Profile </li></ul><ul><li>Conversion Ratios </li></ul><ul><li>Social Recommendations </li></ul><ul><li>Customer Demographics </li></ul><ul><li>Email & Mobile Details </li></ul><ul><li>Customer Segmentation: Frequency based, Genre Based, Cinema location based </li></ul><ul><li>Thank you note with film recommendation based on the film seen previous week </li></ul><ul><li>Outbound messages to promote film releases to relevant segments </li></ul><ul><li>Specific campaigns to low frequency customers to drive footfall </li></ul><ul><li>Follow up reminders at specific times of the day to match customer behaviour </li></ul><ul><li>Promote local cinemas to drive traffic </li></ul>
  10. 10. Case Study: Increase Repeat Sales <ul><li>Challenge : </li></ul><ul><li>Drive repeat sales from infrequent customers </li></ul><ul><li>Identify which promotions are working best </li></ul><ul><li>Reduce the lead time to set up campaigns, test and iterate </li></ul><ul><li>Solution : </li></ul><ul><li>Customers in the DB that had not visited BB received a coupon on the phone </li></ul><ul><li>Different offers tested: : 2-for-1 offers, 50% discount, money off rental </li></ul><ul><li>Promotion: 2-for-1 cinema tickets on Wednesday </li></ul><ul><li>Customer receive 2-4-1 unique text ticket codes on the mobile </li></ul><ul><li>Text-code is redeemed through a wireless redemption device at the cinema </li></ul><ul><li>Results : </li></ul><ul><ul><li>Average 5% redemption rate </li></ul></ul><ul><ul><li>10% for 2-for-1 offer </li></ul></ul><ul><ul><li>Able to successfully drive traffic for a low traffic day of the week </li></ul></ul>