ShopAlerts Location-based Mobile Marketing
                                 Location Business Summit
                     ...
Company Overview

         History                     Technology                              Business Units




Founded ...
Problem 1: Producing a Clean Location Data Set
                 Publisher: Mapping Site                                 Bu...
Problem 2: Adding Content By Location, At Scale

Many different needs for managing geo-relevant content:
• increase releva...
Problem 3: Publishing Content on a 1:1 Basis at Scale
             4 Items/
1 Location      Day     500 Stores   Comprehen...
Placecast Platform Enables Many Applications
            Enriched User Experience                                     Mone...
Location-based Mobile Marketing:
                      ShopAlerts




                    © 1020 Inc., Proprietary and Con...
Location-based Mobile Marketing
Customer opts in to receive messages         Customized virtual geo-fences are
        fro...
Flexible Promotion & Opt-in
Brands promote the program across virtually any consumer touch point.



 Mobile

 Social Netw...
Location-based Analytics
Key Metrics include…

• Active participants
     • Opt-ins
     • Opt-outs
• Volume of messages d...
2009 ShopAlerts Consumer Survey Results




                          © 1020 Inc., Proprietary and Confidential, 2010
Consumer Panel

         SONIC                            REI                          AMERICAN EAGLE




SONIC views Shop...
Likelihood to shop/store visit

For 79%, ShopAlerts increased participants likelihood to shop




                        ...
Post Receipt Response Time

ShopAlerts had both immediate and latent impact
• Most common time to respond was 1-3 days



...
Likelihood Over Time
Likelihood to shop from the location-based messages became more
positive over time
• 79% rated 6-10 i...
Purchase Impact
65% made a purchase as a result of a ShopAlert
The alerts increased overall shopping activity
 • 21% bough...
Satisfaction Rate
73% would probably or definitely use ShopAlerts in the future




                                      ...
What consumers like about location-based mobile marketing?
1. It’s permission-based. Consumers opt-in and set their
   fre...
Stop by our table in the exhibitor area…

Watch the ShopAlerts video, take a brochure

Drop of your business card to learn...
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How national retail marketers are using 'Shop Alerts' location-based marketing programs to drive value for their customers and their bottom line

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How national retail marketers are using 'Shop Alerts' location-based marketing programs to drive value for their customers and their bottom line

  1. 1. ShopAlerts Location-based Mobile Marketing Location Business Summit Amsterdam April 28, 2010 Anne Bezançon Founder & President © 1020 Inc., Proprietary and Confidential, 2009
  2. 2. Company Overview History Technology Business Units Founded 5 years ago in San Proprietary technology can ADVERTISING & Francisco digest any expression of MARKETING SERVICES Developed a digital location and formulate a - Marketing and platform with location as normalized output Advertising programs the foundation Normalized data output can be for multi-location Strong team with utilized for content serving as marketers competencies in digital well as location based PLATFORM PARTNERSHIP media, mobile, and geo- advertising and marketing - NAVTEQ location - Alcatel Lucent Venture funded - RIM - Eventful © 1020 Inc., Proprietary and Confidential, 2010
  3. 3. Problem 1: Producing a Clean Location Data Set Publisher: Mapping Site Business: Bank of America One Bryant Park Branch # 4565 Ave of the Americas Sixth Avenue at 42nd St at 42nd Street New York, NY 10036 New York, NY 10036 iPhone User: Store Locator Android User: Latitude App lat/long coordinates Advertiser: McDonalds Publisher: Real Estate Site 1 Bryant Park Wi-Fi Network: Park Hotel 1111 6th Ave 6th at 42nd 1111 Avenue of the Americas New York, NY 10036 NY, NY New York City All of these semantic expressions of the same location are correct, but very difficult to identify as the same location © 1020 Inc., Proprietary and Confidential, 2010
  4. 4. Problem 2: Adding Content By Location, At Scale Many different needs for managing geo-relevant content: • increase relevancy for targeting or • enable monetization tied to calls to action • Enhance the user experience Many different types of content: • Dynamic: event info, tweets, traffic info, weather information • Redemption mechanisms: coupons, bar codes, promotion codes • UX Enhancements: UGC, reviews, pictures, videos, icons… Content is continuously changing, from many sources Many different content file types and formats: • CSV, XLS, JPG, XML, AVI, … © 1020 Inc., Proprietary and Confidential, 2010
  5. 5. Problem 3: Publishing Content on a 1:1 Basis at Scale 4 Items/ 1 Location Day 500 Stores Comprehensive Reporting/Analytics © 1020 Inc., Proprietary and Confidential, 2010
  6. 6. Placecast Platform Enables Many Applications Enriched User Experience Monetization Social Sponsored (Check-in) Map Icons Paid Local Discovery Search Ads Display Ads Augmented Reality Decisioning Layer Location- Content Delivered to User Based on Place and Time based Alerts Enriched Content (e.g. Coupons, Hours of Operation, Weather, Traffic) Base POI (Address, Business Name) X, Y © 1020 Inc., Proprietary and Confidential, 2010
  7. 7. Location-based Mobile Marketing: ShopAlerts © 1020 Inc., Proprietary and Confidential, 2010
  8. 8. Location-based Mobile Marketing Customer opts in to receive messages Customized virtual geo-fences are from Ralph Lauren created for ANY physical location Push-based access the customer’s “always on” mobile device Innovative, measurable technique for increasing store traffic Deliver relevant content and information EXAMPLE: to customers based on time & place Geo-Fence Surrounding Broadway Plaza Shopping Center Extend marketing programs to customers Walnut Creek, CA while they are shopping © 1020 Inc., Proprietary and Confidential, 2010
  9. 9. Flexible Promotion & Opt-in Brands promote the program across virtually any consumer touch point. Mobile Social Networks In Store Web Email Rewards Program © 1020 Inc., Proprietary and Confidential, 2010
  10. 10. Location-based Analytics Key Metrics include… • Active participants • Opt-ins • Opt-outs • Volume of messages delivered by location and location type • By day of week • By time of day • Volume of triggers by location and location type • Trigger – notification that opt-in consumer is within a geo-fence where a message is not delivered due to business rules • Trending across all key metrics © 1020 Inc., Proprietary and Confidential, 2010
  11. 11. 2009 ShopAlerts Consumer Survey Results © 1020 Inc., Proprietary and Confidential, 2010
  12. 12. Consumer Panel SONIC REI AMERICAN EAGLE SONIC views ShopAlerts as REI has a unique connection AEO’s audience has short having tremendous with their co-op members and attention spans and are promotional potential for the great outdoors. They look “heavy texters”. They want to competing in the “Burger to reach them at their passion reach them in their favorite Wars” points while hiking, biking, hang out – the mall. Location: Atlanta Metro and skiing. Location: Atlanta DMA Promotion across mobile web, Location: SF Bay Area Promotion across mobile web, rewards card members, and Promotion across mobile web, SMS program, social networks, SMS program. and customer email program. and customer email program. Launch Date: 10/15/09 Launch Date: 11/1/09 Launch Date: 11/15/09 © 1020 Inc., Proprietary and Confidential, 2010
  13. 13. Likelihood to shop/store visit For 79%, ShopAlerts increased participants likelihood to shop © 1020 Inc., Proprietary and Confidential, 2010
  14. 14. Post Receipt Response Time ShopAlerts had both immediate and latent impact • Most common time to respond was 1-3 days © 1020 Inc., Proprietary and Confidential, 2010
  15. 15. Likelihood Over Time Likelihood to shop from the location-based messages became more positive over time • 79% rated 6-10 in Survey 3 vs. 70% in Survey 2 © 1020 Inc., Proprietary and Confidential, 2010
  16. 16. Purchase Impact 65% made a purchase as a result of a ShopAlert The alerts increased overall shopping activity • 21% bought the exact item featured, while 38% bought something else and 6% bought the exact item and something else © 1020 Inc., Proprietary and Confidential, 2010
  17. 17. Satisfaction Rate 73% would probably or definitely use ShopAlerts in the future © 1020 Inc., Proprietary and Confidential, 2010
  18. 18. What consumers like about location-based mobile marketing? 1. It’s permission-based. Consumers opt-in and set their frequency and message preferences. 2. It’s convenient. They’re time-starved and want to know about relevant promotions and offers where and when it matters most. 3. It’s relevant. They receive information and promotions that are most interesting to them. © 1020 Inc., Proprietary and Confidential, 2010
  19. 19. Stop by our table in the exhibitor area… Watch the ShopAlerts video, take a brochure Drop of your business card to learn more Mobile Marketing Research Report: blog.placecast.net Anne Bezançon President (o) +1 415 501 9752 anne@placecast.net © 1020 Inc., Proprietary and Confidential, 2010

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