Forecourt Retail Marketing Mobilitrix, Chris Rolfe www.mobilitrix.com

1. How to Use
Mobile Rewards
To engage with the Forecourt Customer
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2. Mobile & Transportation
• Perfect correlation of mobile device & vehicle
• Improved data networks = improved data
• Creates the preferred medium for duel sector marketing in the 21st
century
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3. Rewards Defined
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4. Video Clip
Lecture Clip: Incentives Matter
http://www.youtube.com/watch?v=zgckEYUC-Tk
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5. Reach
Do you know where subscribers buy airtime?
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6. Response Rates
It takes 90 minutes for the average person
@ to respond to an email
It takes just 90 seconds for the average person
to respond to an SMS
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7. Response Rates
Which social media platforms are subscribers using?
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8. Preferred Channel
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9. Preferred Channel
Preferred method of receiving mobile coupons
according to US mobile phone owners
Get them to exchange for checking
in
Sent via text message
Scan QR code to receive
Find them using app
Sent via email on mobile
Text to receive them
while at store
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10. Preferred Channel
Flyers
Posters
Billboards
Newspaper
Magazine
Radio
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11. Viral
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12. Viral
• True = included in send to list
• Viral = not included in send to list
• Viral respondents completed surveys
more than true respondents (80% vs
73%)
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13. Profiling and Data Insights
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14. Value of Analytics
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15. Uses
Customer Lifecycle Stage
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16. Case Studies
Objective:
Training of Caltex forecourt attendants
Results:
• 85% of registered forecourt attendants consistently participated in the mobile training project.
• Training costs amounted to less than 1% of the traditional training cost per person.
• Chevron was able to train twice as many attendants throughout South Africa, including remote areas.
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17. Case Studies
Objective:
Connect with their core target market using the Mobile phone as the key medium
Results:
• Real-time reporting proved invaluable in monitoring responses to each campaign and the effect of
changes in text accompanying the communications – 1 of which unexpectedly doubled the response rate
• Contact had been made with 55 000 consumers in 38 days, using 9 campaigns
• The rate of people using their vouchers to enjoy a free coffee ranged from 5.8% to 13.7%.
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