Presentatie Jasper DDMA iLounge

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mobile apps for brands

iLounge Mobile Loyalty

jasper olieroockstrategy director

jasper.olieroock@mobtzu.com(06) 2409 7675

@ock12

confidential mobtzu is part of the valley

1. Introduction2. Loyalty loop 3. Mobile characteristics4. 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

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mobile apps for brands

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How does mobile fit in?

3. Mobile characteristics

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mobile apps for brands

heel soms

CONTEXT AWARE

INTIMATE

ALWAYS ON

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mobile apps for brands

Context aware

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mobile apps for brands

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Context aware

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mobile apps for brands

Intimate

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mobile apps for brands

Always on

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mobile apps for brands

context aware

intimate social

always on24/7 mcommerce

new digital ecosystem

is mobile

geolocation

mobileutility & payments

socialselling &

buying

m-crm

4. Mobile & loyalty

‣ Saving schemes‣ Service

‣ Branded utilities‣ Over the top‣ Punch cards‣ Service tools

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mobile apps for brands

Source: Ingmar de Lange: Brand utilities

Branded utility

It’s a tool and a promotion

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mobile apps for brands

Source: Ingmar de Lange: Brand utilities

Brand utility

It’s a tool and a promotion

Branded utility

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mobile apps for brands

It’s not about demographics,it’s about activities

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Branded utility

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mobile apps for brands

Nike+ running

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Branded utility

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mobile apps for brands

Appie

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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%

AmazoneBay

GrouponshopkickStarbucksWalgreens

Barcode scanner

Target

2:371:101:090:460:340:270:230:22

shopkickeBay

RetailMeNotSephoraAmazonSafewayGroupon

Kroger

Active reach

Overall Top shopping apps

Avg time spent

Location based

beacon / meatpack shoe hijack

UPDATEN

<MyOrder onepager>

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Van deur tot deur

Punch card

‣ 1M users‣ 5.000+ businesses‣ Mobile payment

Location basedLevel Up

Level UPdata van hun site

Punch card

White label

Service tool

Vodafone

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mobile apps for brands

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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 youjasper olieroockstrategy director

jasper.olieroock@mobtzu.com(06) 2409 7675

@ock12

nl.linkedin.com/in/olieroock