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Webinar: Retail Mobile Marketing

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Webinar: Retail Mobile Marketing

  1. 1. Waterfall Industry* Insights Kane Russell, VP of Marketing Waterfall * Retail Mobile Marketing
  2. 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. 3. Reference Clients & Brand Campaigns
  4. 4. Objectives For Today’s Webinar 1. Mobile Industry 2. Retail Mobile Marketing 3. Case Studies 4. Opportunities 5. Takeaways
  5. 5. Digital Channel Reach Source:  Mashable,  2012 98% SMS Opened FB News Feed Viewed 16% Tweets Viewed 29%12% Emails Opened
  6. 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. 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. 8. Objectives For Today’s Webinar 1. Mobile Industry 2. Retail Mobile Marketing 3. Case Studies 4. Opportunities 5. Takeaways
  9. 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. 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. 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. 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. 13. Objectives For Today’s Webinar 1. Mobile Industry 2. Retail Mobile Marketing 3. Case Studies 4. Opportunities 5. Takeaways
  14. 14. Lane Bryant Instant Win
  15. 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. 16. Example: One off Engagement
  17. 17. Forever 21 Mobile Club Takeaways ... Do • Drive participation with non-monetary and monetary incentives Don’t • Fail to promote across channels
  18. 18. Forever 21 Mobile Club Takeaways ... Do • Drive participation with non-monetary and monetary incentives Don’t • Fail to promote across channels
  19. 19. Example: Call to Action Proliferation
  20. 20. Home Depot Scan For More Martha
  21. 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. 22. Sephora Scan. Watch. Learn.
  23. 23. Sephora Scan. Watch. Learn. Do • Custom brand 2D codes when possible Takeaways ... Don’t • Fail to guide consumers through a brand story
  24. 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. 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. 26. Tic Tac Mints Mobile App Download
  27. 27. Tic Tac Mints Mobile App Download Takeaways ... Do • Engage target audience strategically Don’t • Promote technology for technology’s sake
  28. 28. Example: Valuable App Experience
  29. 29. Neebo Mobile Coupons
  30. 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. 31. Mobile Coupons Refresher • App • Messaging • Web Method Means • Static • Dynamic • Dynamic-verified Learn more @ the Waterfall webinar archive
  32. 32. Objectives For Today’s Webinar 1. Mobile Industry 2. Retail Mobile Marketing 3. Case Studies 4. Opportunities 5. Takeaways
  33. 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. 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. 35. Objectives For Today’s Webinar 1. Mobile Industry 2. Retail Mobile Marketing 3. Case Studies 4. Opportunities 5. Takeaways
  36. 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. 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?

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