Presentation Scoupy - Valentijn Bras at Mobile Convention Amsterdam 2014

1. To App or not to App?
That’s the question!

2. Valentijn Bras
• 41 years
• Hotelschool & NIMA A/B/PR
• Entrepreneur since 16
• Active in niche–media since 15 years (o.a.
Field Marketing, Outdoor) in NL, D, AT,
Neth. Antilles
• Creator, founder & MD @ SCOUPY
• Winner LOEY Starters Award 2013
Introduction…

3. 625.000
Registered
users
SCOUPY 2014
Hollands largest LBS mobile marketing platform
12 miljoen
pageviews
Per month
1 million
downloads

4. Market developments
“Dutch retailers don’t use opportunities
with big data.”
“Dutch retail behind on use big data.”
“Facebook-like is worth over $ 170 for brands.”
“Grocery stores push coupons to iPhones with
iBeacons.”
“Small data has big value.”

5. 3 actuele hoofdthema’s
Relevance
is key – and is becoming
even more important
Customer insights
You need knowledge for
relevance. Practice makes
perfect
Customer
Loyalty
Cheaper than CPA of a
new customer• Intrinsic motivation
• Selected interaction
• Location based scope
• Search options
• Personalised targeting
• Understanding orientation process
• Active segmentation
• Approach specific targetgroups
• Purchases get more impulsive
• Purchases often based on pricing
• Customers switch easily
• Customer Loyalty is a must

6. Mediaconsumption has changed
Information on demand
User is in control!

7. All about mobile

8. So has MarCom: from push to pull
mobile devices
offer huge opportunity

9. Mobile online is a bare necessity!
Let’s see…
What if it leaks in your kitchen?

14. * Source: Google/Nielsen Life360
Mobile search moments Q4 ‘12

15. Future of other plumbers…

16. So…
We need an app, right?

17. 3 months later

18. To App or not to App?
That’s not the question
• App is not 'the holy grail’
• Mobile is the / a medium!
• Compose a mobile strategy (m-com!)
• Place users in the center, not yourself
• Watch out for wishful thinking
• Use the right technique

19. Naar
website
Reaching objectives
Bijenkorf RingCredible
CPC:
€ 0,01 - € 0,50
Direct naar
AppStore
Cost per
Download:
€ 0,50 - € 4,00

20. Is retail ready for Mobile?
Zara Mango Kruidvat

21. Heading in the right direction!
H&M Bijenkorf Esprit

22. How to?
Offer relevance
• Client first, offer engagement
• Be relevant!

23. How to?
Gain Customer insights through:
• Awards for data (e.g. for sharing); coupons & loyalty can be gamification
• Redemption must be easy (digital In-App wallet)
• Gamification (e.g. Badges i.c.w. freebies)

24. Customer Loyalty
• Enduring reach at the right time with a relevant message
• Geo beaconing, fencing, targetting (relevant in en om de winkel)
• Combine with data from existing CRM
How to?

25. Sounds good!
“ Yes. But developing these features is
very costly and takes a long time.”

26. Solid partners, strong reach… $$$
Weekly exposure
Leaflets at
6.000.000
households
National exposure
via online,
print
and TV
Local exposure via
outdoor, radio &
Location based
exposure in
restaurants/cafes/bars
Mass media
scope
Segmented targeted
scope
Visibility
& branding

27. Focus on YOUR business!
Online marketing is a profession! Just join a 3rd party with...
• Expertise and experience
• infrastructure
• Large userbase
• innovative
Do you advertise in print, on radio or tv?
If yes, have you been looking to buy Telegraaf, RTL or SBS?

28. Relevant updates
(received everywhere)
Nearby
(location based
reminder)
In store
(iBeacon, reminder
at location)
Interaction with your clients

29. M-commerce: Wanna join?
Turnover doubled in a year. And we are only just
starting. Want to join?

30. Mobile is a different ballgame, but no
rocket science.
A mobile optimised checkout-
procedure developed by SCOUPY.
• Including PSP
• No creditcard, Identifier, Accountnumber,
required
Mobile optimisation

31. Call to action www Mobile opt.
Converts
up to
+66%!
Mobile affiliates: Buying is an
impuls!

32. CTA
CTO
Orderform
Order passed on through API
Second time use: click, 1-2-3!
Mobile affiliate: made in 10 secs

33. New: “Bestel, betaal & haal” (MKB)
Offers on corporate page
Links directly to orderform
No knowledge needed
Order passed on per mail

34. Measuring is essential!
Retargetting based on insights
and previous behaviour:
- Mail
- Push
- Geo-push/ -fencing
- iBeacon
- Personalised companypages
- Mobile check-out
- Rewards/ loyalty

35. Still following? 
• Relevance
• Loyalty
• Data driven insights
SCOUPY.

36. valentijn@scoupy.nl
Twitter: @valentijnbras