The Real-Time Difference: Reaching Customers on the Go with Personalized Offers


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The Real-Time Difference: Reaching Customers on the Go with Personalized Offers

  1. 1. 1<br />
  2. 2. The Real Time Difference:Reaching Customers On-The-Go with Personalized Offers<br />Walt Granville<br />Media & Advertising Solutions<br />Visa Inc.<br />2<br />
  3. 3. $7.3trillion<br />total volume<br />2.2<br />billion <br />cards in force<br />Source: The NilsonReport 950, 965, 968. For year ending Dec 31, 2010<br />3<br />
  4. 4. Digital Payments Trends <br />Convergence of online and offline<br /><ul><li>Consumers creating new payment relationships through mobile
  5. 5. Merchants want to bridge online and offline acceptance</li></ul>Consumers Want<br /><ul><li>Relevant value
  6. 6. Right info, right time, right place
  7. 7. A simple experience
  8. 8. Personalized preferences
  9. 9. To collaborate and share
  10. 10. To do it all on the go</li></ul>Mobile facilitating real-time decisions<br /><ul><li>Mobile tools helping consumers with real-time, location-based decision-making</li></ul>Data-driven targeting <br /><ul><li>Businesses are enjoying improved customer targeting through more relevant / real-time interaction and increased ubiquity / functionality of social networks</li></ul>4<br />
  11. 11. 5<br />Buying Is Simpler And More Complex<br />Information overload<br />Easy access to information . . . . . . . <br />Who do I trust?<br />Reviews and recommendations . . . . . . . . <br />Everyone is sharing everything<br />Friends sharing . . . . . . . . <br />But they aren’t relevant<br />Offers daily . . . . . . . . . . . . . . . . . . <br />
  12. 12. Before<br />During<br />After<br />Merchant processor<br />Merchant acquirer<br />Processor<br />Issuer<br />Payments Are At The Heart Of The Purchase Cycle<br />Consumer purchase cycle<br />6<br />
  13. 13. Rise Of Digital Couponing<br />Coupons 2.0<br />Digital & Mobile<br />Coupons 1.0<br />Paper & Print<br /><ul><li>Highly personalized offers, tracked at individual level (e.g., through loyalty cards)
  14. 14. Flexible offer configuration (one or multiple items, cross basket, cross retailer, etc.)
  15. 15. Seamless redemption options (e.g., statement credits)
  16. 16. Linked to scanner data
  17. 17. Nothing to print; nothing to clip
  18. 18. Social
  19. 19. Very limited personalization and tracking
  20. 20. Restricted offer configurations
  21. 21. Archaic fulfillment processing</li></ul>7<br />
  22. 22. Advertising Pain Points<br />8<br />Targeting too distant from POS (i.e., not “on-the-go”) and hard to dynamically adjust <br />Limited offline/out-of-store spend history<br />Retailers/ advertisers<br />Data<br />Consumer<br />Offer<br />Redeem<br />Measure<br />Merchant<br />Cumbersome fulfillment process <br />Broken link between online/paper offers and offline redemption<br />
  23. 23. Merchant processor<br />Merchant acquirer<br />Processor<br />Issuer<br />Innovative Network Functionality<br />Unique Visa functionality<br />Real-time triggers<br />Location insight<br />Mobile delivery<br />Enables merchants to deliver tailored, real-time offers to their customers based on consumer lifestyle behaviors<br />Merchant relationships<br />Data analytics<br />Transactions & redemptions<br />Network scale<br />Merchant acquirer<br />9<br />
  24. 24. Introducing Real-Time Messaging<br />A unique marketing platform that leverages Visa’s Network to trigger promotions<br />BASED ON LOCATION & LIFESTYLE PREFERENCES<br />IN REAL-TIMEWITHIN 7 SECONDS OF A QUALIFYING EVENT<br />DELIVERED VIA SMSOREMAIL<br />
  25. 25. Using Business Intelligence To <br />Segment & Tailor Offers<br />2.<br />1.<br />Cardholder’s Lifestyle Preferences<br />Location/Proximity of Swipe<br />IN-STORE<br />OUT-OF-STORE<br />3. Time of Day<br />4. Day of Week/Month<br />5. Transaction Amount<br />6. Frequency<br />
  26. 26. Visa RTM: GAP Case StudyReal-Time Messaging (RTM) is a platform that analyzes enrolled cardholder data to segment population and tailor offers<br />3<br />1<br />2<br />Customize<br />Redeem<br />Enroll – Gap Mobile4U<br /><ul><li>Since Monica is near a GAP location, her transaction triggers a customized message (based on her prior spend history)
  27. 27. Monica redeems her offer at the GAP location
  28. 28. Promo code entered at POS
  29. 29. Monica grabs lunch at the Westfield Mall and pays with her Visa card</li></ul>12<br />
  30. 30. Connecting Like Never Before<br />13<br />
  31. 31. Real-Time Messaging Press Coverage<br />GIGAOM<br />Fast Company<br />Advertising Age<br />All Things Digital<br />PRESS RELEASE<br />“Visa’s been experimenting with ever-more-21st-century payment systems recently… By being an opt-in system with a closely-controlled advertising partner, the system lays the groundwork for the more sophisticated loyalty/location-based/check-in services…” <br />April 21, 2011<br />“We’ve already seen discounts offered to people who check-in to certain locations. But we’re now moving to more targeted offers by taking into account more information than just location… That’s why the Visa announcement is interesting.” <br />April 21, 2011<br />“Gap Partners With Visa to Send Location-Based Offers to Your Phone. Here’s another variation on the idea that we will one day get offers sent to us on our phones while in the vicinity of a retail store. This time it’s from Visa.”<br />April 21, 2011<br />“Visa has unveiled a new mobile service for retailers that brings the credit-card giant head-to-head with mobile deals players such as Foursquare, Groupon and, now, eBay. “<br />April 21, 2011<br />Visa Delivers Real-Time Discounts and Promotions to Mobile Consumers When and Where they Shop<br />“Gap tests Visa’s new service to send real-time offers to consumers’ mobile devices”<br />April 21, 2011<br />
  32. 32. Questions?<br /> Global Interoperability<br />To learn more, contact your Visa Account Executive or Walt Granville at wgranvil@visa.comor (571) 355-2471<br />Security<br />Reliability<br />Innovate<br />to Deliver <br />Convenience<br />Brand<br />Attributes<br /><br />15<br />
  33. 33. Enroll In Live RTM Programs<br />16<br />Gap<br /><br />Intercontinental Hotel Group<br /><br />Kangaroo Express<br /><br />