Mobile devices are driving the growth of e-commerce as more consumers access the internet through mobile than desktop computers. Location-based services allow merchants to engage customers based on their physical location using their mobile devices. This includes searching for nearby businesses, receiving promotional messages, and making impulse purchases. As the technology evolves, merchants can create more personalized and customized offers tailored to customers' preferences and purchase history. The presentation describes how a location-based marketing solution can integrate with a merchant's mobile app and CRM system to generate demand, engage customers in-store, collect analytics, and measure campaign results.

1. Location-Based-Services
Expert Day at Adtelligence: The Future of E-Commerce
Dr. Volker Hoyer
19.02.2013
1 | Mobile and Location-Based-Services| February, 2013

2. Mobile Drives Opportunity
More consumers will access the Internet by
mobile devices than by desktop or laptop
d
computers by 2013.
Mobile Internet
2,000 Internet Users (MM) Users
Mobile commerce is about
1,600
Desktop
1,200
Internet Users on-the-go-convenience.
800
400
Local Drives Action
0 Consumers love using their mobiles to discover what‘s
2007 2008 2009 2010 2011 2012 2013 2014 2015
nearby and then make their purchases online or in-store.
Source. Morgan Stantley Research (2009), global data
94% 70% 66% 38%
Searched for local Acted within 24 Visited stores in Report interest in
information hours person receiving promotional
messages on their
Source. The Retailers Guide to Social, Local, and Mobile (2012) location
2 | Mobile and Location-Based-Services| February, 2013

3. Evolution of Location-Based-Services
Phases
All About Location Rise of Basic Emergence of Repeat Business
Incentives “Smart” Deals and Customer
Loyalty
Check-in services such as Seeking reward for their Consumers are starting to Check-in services are
foursquare used games and behavior, consumers expect personalized, inherently customer loyalty
competition to induce users excepted basic deals as the customized offers based on tools. By definition, they
to login and share location price for willingness to take behavioral preferences and reward shoppers for
information. action (e.g., scan a purchase history. repeatedly patronizing
product, make a establishments.
purchase, etc.)
2008 - 2009 2009 - 2011 2011 - 2012 2013 - on
Source. Forrester Research (2012), Peter Sheldon
3 | Mobile and Location-Based-Services| February, 2013

4. Who is the owner of the customer data?
4 | Mobile and Location-Based-Services| February, 2013

5. Integrate location-based-services
scenarios within your native app
5 | Mobile and Location-Based-Services| February, 2013

6. What are your benefits?
Increase sales
$  Connect your brick and mortar stores with the mobile revolution
 Drive additional traffic to your stores or web site
 Create impulse purchases
Customer journey in the real world
 Understand the customer journey and movement in the real world
 Ownership of the customer data for further indeep analysis
 A/B testing of your campaigns, store and window design
Try and test the mobile revolution
 Low investment costs due to out-of-box platform from arvato
 Reading to integrate with your retail systems
6 | Mobile and Location-Based-Services| February, 2013

7. How does it work? Contextually mobile shopper
engagement …
Weather, traffic, events, etc.
Location
CRM and loyalty program
User profile and preferences
… increases store traffic and sales by creating
a truly custom experience for your customer!
7 | Mobile and Location-Based-Services| February, 2013

8. Seamless integration into your mobile app through an
extension (SDK)
8 | Mobile and Location-Based-Services| February, 2013

9. Use Case: Engage Your Customers
In-Store Engagement
In-Store trigger after QR
Demand Generation product scan:
Real-world geographic area
Drive customers to your brick and mortar Store # 1
You are looking for HSV
stores by pushing information. products? You find more on
the second floor.
In-Store
Engage with and influence your customers
as they enter, browse and exit your stores.
In-Store Analytics (Store #1)
Store visits: 1523
Analytics Avg. dwell time: 21 min
Understand your customers and behaviors Peak visit hour: 1-2 pm
Out-Store special event message
within your stores to Hamburg Habour Party area: 1.5
Avg. repeat visits/ month:
Emily, get today 20% off for all
Hamburg fashion. Campaign Analytics
Messages delivered: 254
Messages opened: 82
Resulting visits to store: 10
Conversion: 4%
9 | Mobile and Location-Based-Services| February, 2013

10. Our Solution
Create your location-based marketing
Demand Generation
 Drive customers to your brick and mortar stores
 Import context sensitive push campaigns from your
existing CRM or marketing tool
 Define free-form geo-fences for your
marketing campaign
 Set geo-fences around relevant locations
to drive in-store traffic and in-app shopping
 Run campaigns via the intelligent push notification
services to smartphones of the relevant target customer
segments
1
11 | Mobile and Location-Based-Services| February, 2013

11. Contact
Dr. Volker Hoyer
volker.hoyer@bertelsmann.de
Phone: + 49 52 41/ 80-42759
www.arvato.com
Request a demo!
15 | Mobile and Location-Based-Services| February, 2013