SlideShare a Scribd company logo
confidential
mobile apps for brands
iLounge
Mobile Loyalty
jasper olieroock
strategy director
jasper.olieroock@mobtzu.com
(06) 2409 7675
@ock12
confidential mobtzu is part of the valley
1. Introduction
2. Loyalty loop
3. Mobile characteristics
4. Mobile & loyalty
Agenda
nl.linkedin.com/in/olieroock
Loyalty?
If you want loyalty,
buy a dog
2. Loyalty loop
Consumer decision journey
‣ Buy more, more often
‣ Increase lifetime
‣ Saving schemes
‣ Service
confidential
mobile apps for brands
confidential
How does mobile fit in?
3. Mobile characteristics
confidential
mobile apps for brands
heel
soms
CONTEXT AWARE INTIMATE ALWAYS ON
confidential
mobile apps for brands
Context aware
confidential
mobile apps for brands
15
Context aware
confidential
mobile apps for brands
Intimate
confidential
mobile apps for brands
Always on
confidential
mobile apps for brands
context
aware
intimate
social
always on
24/7 mcommerce
new digital
ecosystem
is mobile
geo
location
mobile
utility &
payments
social
selling &
buying
m-crm
4. Mobile & loyalty
‣ Saving schemes
‣ Service
‣ Branded utilities
‣ Over the top
‣ Punch cards
‣ Service tools
confidential
mobile apps for brands
Source: Ingmar de Lange: Brand utilities
Branded utility
It’s a tool and a promotion
confidential
mobile apps for brands
Source: Ingmar de Lange: Brand utilities
Brand utility
It’s a tool and a promotion
Branded utility
confidential
mobile apps for brands
It’s not about demographics,
it’s about activities
confidential
Branded utility
confidential
mobile apps for brands
Nike+ running
confidential
Branded utility
confidential
mobile apps for brands
Appie
confidential
Branded utility
Sandd
Branded utility
Over the top
#1 in usage & ‘real world’
shopping
Source: Nielsen / eConsultancy 24 January 2014.
Source: eConsultancy 24 January 2014
Shopkick
‣ 6M users, most used shopping app at POS
‣ 150 partners (eg. Macy’s, JC Penny, Best Buy,
PSP’s, and brands like P&G and L’Oreal)
‣ One of the first to integrate Beacon
technology in the app and in stores.
Source: Nielsen / eConsultancy 24 January 2014. Data based on iOS and Android users.
19%
17%
13%
10%
8%
6%
6%
5%
Amazon
eBay
Groupon
shopkick
Starbucks
Walgreens
Barcode scanner
Target
2:37
1:10
1:09
0:46
0:34
0:27
0:23
0:22
shopkick
eBay
RetailMeNot
Sephora
Amazon
Safeway
Groupon
Kroger
Active reach
Overall Top shopping apps
Avg time spent
Location based
beacon / meatpack shoe hijack
UPDATEN
<MyOrder onepager>
confidential
34
Van deur tot deur
Punch card
‣ 1M users
‣ 5.000+ businesses
‣ Mobile payment
Location basedLevel Up
Level UP
data van
hun site
Punch card
White label
Service tool
Vodafone
confidential
mobile apps for brands
43
mobile
self-service
improves
satisfaction
ratings
18%
ARPU uplift
for an operator*
30%
of traffic to self-
service pages is
mobile
up to
20%
decrease
in call volume
Source: 2013 Analysys Mason whitepaper on mobile self-service
Mobile self service
Thank you
jasper olieroock
strategy director
jasper.olieroock@mobtzu.com
(06) 2409 7675
@ock12
nl.linkedin.com/in/olieroock

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