As part of the 2014 edition of the Loyalty Observatory Congress organized by the University of Parma (Italy), where the theme was “the transition from paper to digital in loyalty”, Giuseppe Rizzi (International Account Manager at IceMobile) presented "how to add emotion to transactional loyalty", with focus on stamps collection in short loyalty programs from paper to mobile. After a brief company overview, the presentation outlines retailers paradoxical challenge of managing scale VS customer intimacy, noting how data and mobile represent the solution to it and deliver customer intimacy at mass scale. The benefits of paper stamps collection in loyalty programs are then discussed, together with the key inefficiencies that remain. Moving to digital stamps collection on mobile transforms inefficiencies in opportunities, adding moreover personal feel and opportunity for 1to1 communication. International case studies show how digital stamps collectors on mobile tend to spend more and redeem more items compared traditional paper collectors. Digitals stamps also increase number of participants as well as growing the contribution percentage to total collectors over time. Digital stamps also won 2 important international loyalty awards.

1. Adding emotion to
transactional loyalty
Giuseppe Rizzi | International Account Manager - IceMobile
Parma, 24th October 2014
© 2014 IceMobile, all rights reserved www.icemobile.com - giuseppe@icemobile.com

2. Topics
About IceMobile
Paper stamps
Digital stamps & Mobile
© 2014 IceMobile, all rights reserved

3. About IceMobile
The mobile agency for food retail
© 2014 IceMobile, all rights reserved

4. Founded in 2002
“Mobile internet will become
the most important medium
in people's lives.”
© 2014 IceMobile, all rights reserved

5. 11 years of creating mobile brand utilities
Awarded many times especially for User Experience design
© 2014 IceMobile, all rights reserved

6. The Magic Happens at the Intersection
As of the merger with BrandLoyalty in 2012 , fully focused on Food Retail
© 2014 IceMobile, all rights reserved

7. As of 2014 part of Alliance Data (ADS)
A $14 billion market cap public company with 25 years of experience
Data Driven Loyalty Solutions
© 2014 IceMobile, all rights reserved

8. Retailers face a paradoxical challenge
The drive for scale & efficiency caused losing sight of customers
Customer intimacy
Scale & efficiency
Mom & Pop
shop
Grocery
store
Super
markets
Hyper
markets
© 2014 IceMobile, all rights reserved

9. Data+Mobile allow for customer 1on1 at a mass scale
Customer intimacy
Scale & efficiency
Mom & Pop
shop
Grocery
store
Super
markets
Hyper
markets
Winning over hearts and wallets one by one
© 2014 IceMobile, all rights reserved

10. All loyalty programs will be digitally enhanced
It will remain paper AND digital for still a long time
50% by 2018
© 2014 IceMobile, all rights reserved

11. Some of IceMobile’s clients
Acting globally, thinking locally
© 2014 IceMobile, all rights reserved

12. The 1st stamps retail loyalty program in 1930
USA led the way
© 2014 IceMobile, all rights reserved

13. Paper stamps positively drive customer spend behavior
Many positives for traditional collecting and redeeming
Customer Engagement
Point Pressure Effect
Higher Frequency
Increased Basket Size
...
© 2014 IceMobile, all rights reserved

14. But there are key inefficiencies
Customer Engagement
Point Pressure Effect
Higher Frequency
Increased Basket Size
...
Risk of Loss
Slower Check-out Times
Fraud
No Measurement
...
© 2014 IceMobile, all rights reserved

15. Going digital turns con’s into pro’s
Customer Engagement
Point Pressure Effect
Higher Frequency
Increased Basket Size
...
No loss
Faster check-out times
Less Fraud
Real time Measurement
...
© 2014 IceMobile, all rights reserved

16. …and mobile stamps collection even adds benefits!
Customer Engagement
Point Pressure Effect
Higher Frequency
Increased Basket Size
...
No loss
Faster check-out times
Less Fraud
Real time Measurement
Personal feel
© 2014 IceMobile, all rights reserved 1 to 1 communication

17. Digital Stamps & Mobile
The next level for loyalty programs
© 2014 IceMobile, all rights reserved

18. Case study video available at
http://www.icemobile.com/
© 2014 IceMobile, all rights reserved

19. Digital stamps accelerate loyalty programs performance
Adding an innovative way to collect stamps on mobile phones
Identifier!
offline online
© 2014 IceMobile, all rights reserved

20. The additional benefits of Digital Stamps

21. Digital Stamps results from international case studies
Highly positive impact on key performance indicators
up to +25%
Higher spend increase of
digital collectors VS paper
collectors
up to 30%
Of digital users participated to
the program only because of
Bright Stamps
up to +17%
Redeemed rewards thanks to
1-to-1 (push) notifications
© 2014 IceMobile, all rights reserved

22. Digital Stamps is more than an app
An easy to implement platform
Users
Activation
Campaigns
Content
Management
User System Retailer
Security & Maintenance
Privacy
System
Integration
Database
Hosting
Social Media
Consumer
Insights
Push
Notification
Management
Customer
Support
© 2014 IceMobile, all rights reserved

23. Bright (digital) Stamps collection wins industry awards
Global recognition
© 2014 IceMobile, all rights reserved

24. Discover more about IceMobile
http://icemobile.com/blog
https://www.facebook.com/IceMobileAmsterdam
http://instagram.com/icemobile
https://twitter.com/IceMobile
https://linkedin.com/company/icemobile

25. The mobile agency for food retail
© 2014 IceMobile, all rights reserved