This document discusses Pouch, a loyalty and offers platform that uses iBeacons to trigger targeted content to consumers based on their location. Pouch aggregates loyalty programs from multiple merchants to provide offers and rewards. It has conducted trials with coffee shops to test user experiences with mobile loyalty compared to paper cards. The trials found that while most users preferred the convenience of mobile, some cited issues like needing receipts or offers not being exciting enough. Pouch also provides analytics and tools to help merchants better understand customer behavior and engage them through location-triggered notifications, which have shown higher response rates than non-location based notifications if limited to an optimal number per day.

1. “Location as a tool to trigger
positive consumer behaviour”

2. What we do
We install and manage iBeacons
We provide a platform to make
iBeacons secure and provide
analytics
We push the right content to the
right person at the right time and
place
We have an advisory service

3. Owns, develops and
learns from Pouch Is a partner with iBeacons
and proposition
consulting

4. Introduction to
Pouch

5. Introduction to Pouch
• Multi-merchant
aggregation app
• Offers, loyalty and
tickets
• Platform for merchants
and operators to learn

6. What we have learned over 8
months
Pushed the
boundaries &
redefined the
mobile stamp-
card
Surprise and
delight.
Game mechanics.
Over the top
excitement.
Making reward
mechanics more
interesting and
addictive for
consumers?
Targeted Food &
Entertainment
brands as our
first launch
partners
25th July 2013
we showcased our
work with the GSMA
to demonstrate a
contactless
collection and
redemption solution
Champion best
practice
guidelines for
loyalty
Concept of
“lunch”

7. The 12 principles
Simple
Fewer, more
desirable features
Rewarding
Loyalty and offers
beat discovery
Purposeful
Food and drink is
appealing on a daily
basis (especially at
lunchtime!)
Substantial
Enough merchants
to satisfy users
Contextual
Proximity is key, but
keep it human
Helpful
Maps and basic info,
but avoid overkill
Personal
Individuals before
groups
Controllable
User-friendly
notifications
Complementary
Aide real-world
interactions
Adaptable
Advanced features
shouldn’t intimidate
Reassuring
Clear signposting at
every turn
Delightful
Something people
want to play with
1 2 3 4
5 6 7 8
9 10 11 12

8. Overall
Start simple and stay
focused on merchant
and customer needs

9. Coffee Shop Trial: Key Stats
100%
Lose or forget loyalty
cards
100%Super-users
of high-use Punch app users like/love the
idea of a lunch-focused loyalty app
73%
Preferred the
experience to paper
Would like to
mobilise their cards
Want to have them
all in one place
Liked the
experience of
aggregating
multiple schemes
8 months of
interviews
61 people
Average of 5
loyalty cards

10. Coffee Shop Trial: Key Stats
Key downsides: Low-use users:
Merchant/user discrepancies:
Merchants love simplicity
of features such as QR
codes…
Connectivity
Social awkwardness
(ie when staff weren’t
trained and queues get
held up)
Own far fewer loyalty cards
Want to be rewarded for
existing behaviour (and won’t
change habits for deals)
Want more appealing offers
Merchants all think trials
went smoothly…
…some users cited downsides above
…users found them a bit clunky
8 months of
interviews
61 people
Average of 5
loyalty cards

11. Coffee Shop Trial: Key Stats
would use a similar
scheme beyond the
trial
6 weeks of
interviews
87 people
409 stamps
collected
112 offers
redeemed
85% 80%
Prefer mobile to
paper
Simple
Easy to use
Free coffee and other
offers
No physical card
required
Quick and responsive
Not exciting enough
Asking for receipts
Only one stamp per visit
Unclear messages on
what’s being offered

12. the transition from
pull to push

13. (i)beacons
Beacons broadcast a clear text
message 10 times a second
One way transmission of static
information that apps can hear
Tiny, cheap and battery powered
Typically 10-20m range in store

14. How Pouch & Beacons Work
Together

15. typical
beacon use
cases

16. beacons enable a journey

17. App engages
consumer with an
offer as they enter
Beacons let apps
know the consumer
path through store
Content surfaced
based upon
proximity and dwell
Loyalty, collection or
payments triggered
at POS
1
2
3
4

18. What beacons have taught us
50%
of notifications
triggered by beacons
were acted on by the
consumer
3x
the number when
notifications were not
triggered by location
too many location
triggers in a day and
consumers start
ignoring them
per day is the
maximum before
notifications get
switched off, 3x is
optimal
6x

19. Thank you
owen@appflare.com