1. Waterfall Industry* Insights
Kane Russell, VP of Marketing
Waterfall
* Retail Mobile Marketing

2. Waterfall and the 3.0 Platform
Waterfall
๏ Founded August 2005
๏ Offices in SFO (HQ), NYC & Austin
๏ Backed by Vista Equity Partners
๏ Cross-channel mobile & social CRM via SMS,
MMS, QR Codes, IVR, Facebook & Twitter
๏ Stay updated @ www.waterfall.com
๏ Mobile personalized engagement
๏ Custom application development
๏ Short code provisioning, certification
& audit management
3.0

3. Reference Clients & Brand Campaigns

4. Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways

5. Digital Channel Reach
Source:
Mashable,
2012
98%
SMS
Opened
FB News Feed
Viewed
16%
Tweets
Viewed
29%12%
Emails
Opened

6. Digital Marketing Growth in the U.S.
2011 2012 2013 2014 2015 2016
$8,237
$7,057
$5,697
$4,238
$2,777
$1,652
$4,995
$4,217
$3,453
$2,760
$2,119
$1,590
$2,468$2,262$2,066$1,875$1,694$1,510
Email
marke*ng
Social
media
marke*ng
Mobile
marke*ng
$3,242
$4,896
$6,998
$9,150
$11,274
$13,232 32%
10%
26%
38%
CAGR
Source: Forrester, 2011
U.S. Mobile, Social & Email Market Value ($s in millions)

7. Mobile Coupon Adoption Rate
Source: eMarketer, 2012
2010 2011 2012 2013
35.6
28.7
19.8
13.3
96.8
92.5
88.2
83.6
CAGR
5%
39%
Projected Users, USA (millions)
Online
Coupons Mobile
Coupons

8. Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways

9. Retail Mobile Marketing Strategy
Which best describes your mobile strategy?
Source: Forrester, 2011
Don’t have a strategy
Early stage, developing
a strategy
Have a strategy
Have a strategy,
starting to refine
Have a strategy, currently
refining9%
29%
19%
9%
34%

10. Retail Mobile Marketing Objectives
What are your company’s objectives for mobile?
Source: Forrester, 2011
Smartphone
Tablets
Drive sales to website
Improve customer satisfaction
Develop brand loyalty
Be a ready source of info
Improve customer acquisition
Improve customer retention
Drive traffic in other channels
Keep up with competitors
Learn from mobile
Drive sign ups
Location-based targeting
Real-time marketing
Drive 1:1 dialogues
Reduce SG&A costs 6%
19%
26%
22%
35%
41%
48%
46%
56%
57%
61%
65%
65%
87%
6%
23%
28%
31%
37%
43%
49%
49%
54%
58%
62%
63%
63%
82%

11. Retail Mobile Marketing Objectives
How do you measure the success of your mobile strategy?
Source: Forrester, 2011
Mobile site traffic
Revenue via mobile
Average order value
Number of mobile app downloads
Product searches via mobile
Number of opted in mobile consumers
Repeat visits/logins
Mobile site/app satisfaction
Number of alerts sent to mobile 8%
14%
20%
20%
20%
32%
54%
75%
80%

12. Goal of Retail Mobile Marketing
Cross-channel marketing CRM places
consumers at the center of the
conversation, targeting messaging
based on channel preference and
permission.
Multichannel marketing CRM is
the use of different and
disparate channels to
simultaneously push the same
message to the consumer.
Channels
Brand
Channel Channel
Channel
Brand}}CONSUMER
CONSUMER

13. Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways

14. Lane Bryant Instant Win

15. Takeaways:
Takeaways ...
Do
• Use immediacy within
mobile environment
• Integrate with POS
• Speak in the language
of the consumer
Don’t
• Fail to preplan ongoing
strategy
Lane Bryant Instant Win

16. Example: One off Engagement

17. Forever 21 Mobile Club
Takeaways ...
Do
• Drive participation
with non-monetary and
monetary incentives
Don’t
• Fail to promote across
channels

18. Forever 21 Mobile Club
Takeaways ...
Do
• Drive participation
with non-monetary and
monetary incentives
Don’t
• Fail to promote across
channels

19. Example: Call to Action Proliferation

20. Home Depot Scan For More Martha

21. Home Depot Scan For More Martha
Takeaways ...
Do
• Make user experience as
seamless as possible:
‣ Incentive; integration;
alternative path;
mobile optimized
Don’t
• Focus only on
immediate term
customer value

22. Sephora Scan. Watch. Learn.

23. Sephora Scan. Watch. Learn.
Do
• Custom brand 2D
codes when
possible
Takeaways ...
Don’t
• Fail to guide
consumers
through a
brand story

24. Source: eMarketer, 2012
QR Code Penetration
US Adult 2D Code Users And PenetrationUS Adult 2D Code Users And PenetrationUS Adult 2D Code Users And PenetrationUS Adult 2D Code Users And PenetrationUS Adult 2D Code Users And Penetration
2011 2012 2013 2014
Adult 2D code users
(millions)
21.20 26.37 32.49 38.57
% increase from
previous year
146.9% 24.4% 23.2% 18.7%
% adult smartphone
user penetration
25% 25% 26% 27%
% adult mobile user
penetration
10.1% 12.4% 15.0% 17.6%
% adult population
penetration
8.9% 11.0% 13.4% 15.7%

25. Source: eMarketer, 2012
QR Code Preferred Content
Discounts/coupons/free items
More information about products/service
Access to exclusive content
Purchase an item
More information about an event
More information about a brand/company 18%
22%
23%
25%
26%
43%

26. Tic Tac Mints Mobile App Download

27. Tic Tac Mints Mobile App Download
Takeaways ...
Do
• Engage target audience
strategically
Don’t
• Promote technology
for technology’s sake

28. Example: Valuable App Experience

29. Neebo Mobile Coupons

30. Neebo Mobile Coupons
Takeaways ...
Do
• Keep the call to action
clear and compelling
Don’t
• Forget to walk
through semantics
when designing a
mobile engagement
strategy

31. Mobile Coupons Refresher
• App
• Messaging
• Web
Method
Means
• Static
• Dynamic
• Dynamic-verified
Learn more @ the Waterfall webinar archive

32. Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways

33. Source:
ePrize,
2012
Opportunities: Integrate Email and SMS
For redemption, data collection and
brand awareness:
For coupons:
Mobile wmmmtvyquuvs Email8x
SMS muojomtmuyvs Email6x

34. Source:
ePrize,
2012
Opportunities: Analyze and Optimize
Sweet Spot For Lowest Unsubscribe Rates
Peak shopping season
4x per week
Non-peak shopping season
4x per month

35. Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways

36. 1. Use cross-channel communication geared toward
ongoing engagement to avoid the limitations of
one-off marketing.
2. Analyze the incentives used in a campaign and
make sure they are sufficient and compelling
enough to drive user interaction.
3. Align mobile with overall branding efforts to
develop a consistent voice throughout the brand’s
marketing portfolio.
Key Takeaways

37. For more information visit www.waterfall.com
Or contact us directly @ marketing@waterfall.com
Further industry insight available on our blog @ waterfall.com/blog/
Any Questions?