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mobilizing loyalty


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mobilizing loyalty

  1. 1. September, 2011<br />Mobilizing Loyalty<br />
  2. 2. The Synergy of Mobile and Loyalty<br />For consumers, mobile is a channel that provides:<br />Convenience<br />Consolidation<br />Relevance<br />Rewards<br />For retailers, mobile is a channel that solves for:<br />Ongoing data capture challenges<br />Limited IT resource & bandwidth<br />Driving increased share of wallet<br />Creates bigger basket and incremental visits<br />For consumers and retailers<br />
  3. 3. Digital Consumer Loyalty Partnership<br />NEXT GENERATION MARKETING SERVICE PROVIDER<br />89 Degrees develops marketing solutions that use advanced analytics to drive better results for data-intensive marketers.<br /><br />THE LEADING MOBILE LOYALTY PLATFORM CONNECTING MERCHANTS AND CONSUMERS<br />CardStar Connect™empowers merchants and brands to unite with their most valuable customers offering rewards, incentives and messages by mobilizing loyalty and membership programs.<br />
  4. 4. 15+ Years of Retail Loyalty Marketing<br />
  5. 5. Smartphones: Exploding Market Penetration<br />Current Adoption: <br />Nearly 40% of US mobile phone owners have a smartphone as of May 2011(Nielsen)<br />Growth Projection: <br />Smartphone owners will the majority by the end of 2011 (Nielsen)<br />U.S. sales of smartphones to grow from 67 million in 2010 to 95 million in 2011 and become the highest-selling consumer electronic device category(Gartner)<br />Sales of smartphones will exceed those of PCs in 2012 (Morgan Stanley)<br />Mobile Internet use via smartphones will increase 50 fold by 2015 (Coda Research Consultancy)<br />
  6. 6. Merchant ValueProposition<br />Easyaccessto your most loyal customers<br />Convenience:<br />No buy-in or POS integration is required — and CardStarcan create customized features and offerings<br />Relevance:<br />Tailor – and then push – high value content like mobile coupons and promotional messages with accuracy, timeliness and acceptance in real time via geo-targeting features — strengthening customer loyalty by guiding the shopping experience<br />Insight:<br />Use the business intelligence and analytics of CardStar to segment, target and stay connected to you most valuable customers<br />ECHO<br />
  7. 7. Mobilizing Loyalty<br />The CardStar/89Degrees Solution:<br />AnEndtoEnd Mobile-BasedLoyaltyProgram<br />Card <br />Management<br />Content<br />Services<br />Publishing<br />and Feeds<br />Business<br />Intelligence<br />Consumer<br />Experience<br />Monetization<br />
  8. 8. DevelopingtheProgram<br />Creatingmobilecontent has neverbeeneasier<br />Do Even More: Targeted Messaging<br />IKEA<br />Coming to Centennial June 2011<br />
  9. 9. IKEA example<br />Phase 1 – Pilot: What IKEA Gets<br />Card Design and Load<br />Monthly Deals (up to 10)<br />NO Card Feature on Merchant Page<br />Store Locator<br />Customer Service (800#)<br />URL Links<br />Home<br />Family Portal<br />IKEA<br />
  10. 10. Macy’s Backstage Pass - Update<br />First: Scan the code<br />Second: Get Exclusive content (videos) and as of August, get new deals and entry into Sweeps<br />Note: those without QR Code reader can TXT to get offers/sweeps.<br />
  11. 11. A Consumer’s Mobile Loyalty Experience<br />Consumer scans code<br />QR Code in-store, prominently displayed<br />30% OFF ANY SINGLE ITEM<br />Deals delivered through CardStar (Weekly)<br />CardStar Load, consumer picks Merchant Card<br />Consumer sign-up for deals<br />
  12. 12. Driving the Program: Marketing Components<br /><ul><li>In-Store Signage
  13. 13. Staff Training and Incentives
  14. 14. Instant Offers/Discount to Drive Trial
  15. 15. Mobile Exclusive Offers to Incent Customer Adoption
  16. 16. Website Promotion
  17. 17. Viral / Social
  18. 18. Email, SMS promos
  19. 19. Direct Mail
  20. 20. Card Star Network</li></li></ul><li>Success Metrics<br /><ul><li>Scans
  21. 21. How many consumers scan any QR Code
  22. 22. Loads/Sign-ups
  23. 23. How many consumers load the application and STAGE loyalty cards on their phones
  24. 24. How many consumers join SMS and/or Email from the unique codes
  25. 25. Delivery
  26. 26. How many deals are delivered to members
  27. 27. Open/Views
  28. 28. How many open/view each of the offers
  29. 29. Sales (TBD)</li></li></ul><li>Activity Summary Data Examples<br />
  30. 30. Deal Data Examples<br />
  31. 31. Program Considerations<br />Monthly deals (# and frequency)<br />Basic or enhanced merchant information<br />Price per acquisition or monthly based on # locations<br />Tech integration (web services and real- time calls/enrollment) or static information<br />Self-service or enhanced reporting and analytics (dynamic real–time reporting, dashboards)<br />MarketingNeeds<br />Budget<br />Service<br />The Sweet Spot?<br />This is different for each client. We will work with you to develop the blend of services and support that fits your organization best. <br />
  32. 32. Thought Starters: Approach Tiers<br />BASIC/TEST<br /><ul><li>Card design and load
  33. 33. 5 static monthly deals
  34. 34. Basic Merchant Information (Store locater, URL)
  35. 35. Basic Reporting (usage statistics)
  36. 36. All of the above +
  37. 37. Up to 15 monthly deals (dynamic, real-time upgrades/recalls/etc.)
  38. 38. Enhanced merchant information (Customer Service Number, additional links
  39. 39. Geo-targeted offers
  40. 40. Enhanced Sign-up (streamlined and optimized for CardStar)</li></ul>ENHANCED<br />PREMIUM<br /><ul><li>All of the above
  41. 41. Enhanced Reporting (deep dives, reports, dashboards, etc.)
  42. 42. Advanced Features (declining balance card load and use, digital receipting, product affinity analysis/compliments offers, mobile payment, first notice and access to future enhancements/features)</li></li></ul><li>Discussion<br />