Taking Next-Generation Mobile to New Heights - AirMiles

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  • For a bit of background, here was our approach for ‘going mobile’.. Since 2009 we’ve launched several mobile platforms including SMS, Mobile Web and a mobile App for several devices In Canada, our research revealed a game-changing opportunity as smartphone ownership has increased from 23% in 2011 to 45% in 2013 and Mobile browsing is on track to exceed Web browsing over the next few years As we’ve developed our roadmap,we’ve identified the leading edge tactics that would drive activity: both from a Retailer and a Collector perspective We immediately saw the benefit of being able to connect with a customer in the moment, while they were shopping in-store and have tailored the parts of our program-mostly tied to earning-that make the most sense for Mobile for the App
  • Designing an App that matches capabilities to consumer experiences The build – pick the right vendor Launching to Market Data and consumer insights drive Business decisions How the app is integrated into your Marketing and your approach to iterationSteps 1 through 4 get repeated as we constantly look to evolve and improve the experience we’re delivering. Step 5 needs to be an ongoing process that integrates your Mobile strategies and Apps into all aspects of your customer communication platform strategies.
  • Our first app launched in November 2010. In early 2012, after collecting data and insights we re-launched the app. Currently we have over 1 million downloadsActive Collectors continue to use the app weekly
  • % of users who checked in increased from 10% to 18% Average No. Checkins per User increased by 500% The number of checkins overall increased from 22K to 385K per month-1600%
  • % of users who checked in increased from 10% to 18% Average No. Checkins per User increased by 500% The number of checkins overall increased from 22K to 385K per month-1600%
  • % of users who checked in increased from 10% to 18% Average No. Checkins per User increased by 500% The number of checkins overall increased from 22K to 385K per month-1600%
  • % of users who checked in increased from 10% to 18% Average No. Checkins per User increased by 500% The number of checkins overall increased from 22K to 385K per month-1600%
  • In V1 we featured our Rewards catalogue in Web views as we didn’t think we needed to deliver natively By building the entire catalogue in the app natively, we answered the feedback/requests from many of our Collectors As a result average time spent in the app increased by 60%
  • Transactional value = AMRM earned / CollectorMobile data collected with collector number allows us to analyze collector issuance activity before and after installing the App. We consistently see that when Collectors use the app they earn more miles. The lift is more evident in the initial stage and sustained over time. The level of lift depends on the Collectors’ engagement. Avid collectors see an lift of 8% in the first 3 months but will retain to their previous behaviour in the long run.Moderate collectors see an initial lift of 25% and sustain a growth of 10% over time. Passive collectors grow even faster with the App – initial lift of 34% and 15% over time.
  • Transactional value = AMRM earned / CollectorMobile data collected with collector number allows us to analyze collector issuance activity before and after installing the App. We consistently see that when Collectors use the app they earn more miles. The lift is more evident in the initial stage and sustained over time. The level of lift depends on the Collectors’ engagement. Avid collectors see an lift of 8% in the first 3 months but will retain to their previous behaviour in the long run.Moderate collectors see an initial lift of 25% and sustain a growth of 10% over time. Passive collectors grow even faster with the App – initial lift of 34% and 15% over time.
  • Taking Next-Generation Mobile to New Heights - AirMiles

    1. 1. Taking next-generation Mobile to new heights CMA Mobile day, May 8 2013
    2. 2. 2 Overview • Going Mobile – the AIR MILES approach • The impact of Gamification • The impact of going Native • How to evolve your device roadmap • The evolution of Mobile messaging
    3. 3. 3 What is the AIR MILES Reward Program?  Canada’s premier coalition loyalty program since 1992  More than 10 million active AIR MILES Collector accounts  There are 1,000 card swipes a minute, every minute of every day, seven days a week.
    4. 4. 4 Our Customers – Collectors & Sponsors The Collector 10+ Million Active Collector Households 100+ Partners 100+ Online Retailers 1200+ Reward Suppliers
    5. 5. 5 VIDEO http://www.youtube.com/watch? v=7s_5_18jyyk
    6. 6. 6 Going Mobile Consumer adoption of platforms+ devices Features that drive business goals Content that is relevant to Mobile
    7. 7. 7 Going Mobile Design Build LaunchInsights Integrate + Iterate
    8. 8. 8 AIR MILES Mobile
    9. 9. 9 • First app launched in November 2010 • Built off of new APIs and Gateway • Gather data/insights for Version 2 V1 • Capitalize on key data insights from Version 1 • Expand device set • Drive increased engagement, • Listen to customer feedback/iTunes ratings V2 AIR MILES Mobile
    10. 10. Gamifying check-in • Simple location check-in feature • Enables user to self-identify location in exchange for value • Gamification element rewarded the most active – but reward was tied to spend 10
    11. 11. Gamifying check-in % of users who checked in increased from 10% to 18% 11
    12. 12. Gamifying check-in Average number of Check-ins per User increased by 500% 12
    13. 13. Gamifying check-in The total number of Check-ins increased from 22,000 to 400,000 per month… 1700% 13
    14. 14. 14 • In V1 we featured our Rewards catalogue in Web views • Resulted in a slow and disjointed experience • Feedback from iTunes was consistent that the experience was not good for Users Building natively
    15. 15. 15 Average time spent in the app increased by 60% Building natively
    16. 16. Evolution of devices 16 2010 2013 iPhone Android iPhone Blackberry iPad BB10? Windows? 2012
    17. 17. • Direct Mail • Email • Web Traditional Marketing • SMS • Mobile friendly email Mobile messaging • ‘Pull channels’ • Mobile applications • Mobile Web Mobile Accessibility • Push Notifications • LBS Mobile relevancy Evolution of Mobile Messaging 17
    18. 18. 18 Mobile Impact Post Install
    19. 19. 19 Thanks! QUESTIONS?

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