Embed Size (px)
Citation preview
Develop your business by creating loyalty
through the mobile environment
26/06/2013
Contents
• Introductions
• How mobile impacts loyalty
• Loyalty mechanics in the new mobile environment
• Case studies
• Conclusions
2
Who are Maximiles?
Experts in customer loyalty, digital, web & mobile
• More than 10 years’ experience in CRM and loyalty
• Online / Offline / Mobile
• A team of 120 CRM and Digital Marketing experts
• Introduced a team of mobile experts in 2011
• Listed on NYSE Euronext – Alternext
3
4
What we do
Coalition and bespoke loyalty programmes Manage loyalty for more than 90 companies; coalition programmes in 4 countries
Mobile loyalty solutions Android and iOS compatible apps, geo-local targeting, back office management systems and implementation
Research and sampling Panel incentive, panel recruitment and survey sampling. 1.8 million panellists across Europe in 7 countries
Media marketing Lead generation, direct email and postal list rental, video & affiliate publishing, display advertising, mobile marketing
15m members
1.8m panellists
5m opt-in emails
Android and iOS
How mobile impacts loyalty Anybody, Any content, Anywhere & Anytime
5
Anybody/Any content
6
Mobile
penetration
rate
50%+ Smartphone penetration rate
Surfing the web
Online
purchases Booking trips
Finance
management
Watching
videos
Use of social
media
Seeking
information
100%
Anywhere/Anytime
Source: Google - May 2012, sample of 1,000 smartphone users.
7
79%
98%
76%
76%
At home
At work
In displacement
In a shop
63% Public transport
Users are not only using their smartphones on the go
Context
Source: SNCD - "Mobile Marketing Attitude 2012“. Sample: 1243 respondents representative of the major owners of smartphones or tablets connecting to the Internet via their device. Survey conducted by internet 2 to 30 July 2012. 8
80% of mobile users want dedicated
applications for their loyalty programme
86% of loyalty programme members
would like to discard loyalty cards and interact with their loyalty programme via their smartphone
Loyalty reinvented
9
Then… Now…
Loyalty and mobile environment
The two mobile paradigms:
Digital to store Mobile operates as a new media channel to drive in-store loyalty programmes Loyalty to the app In-app mechanics that develop loyalty to mobile applications themselves
10
Evolving customer interactions
11
Today Maximiles Group operates across a range of terminals
What about in the future?
What is loyalty in the new mobile environment?
12
Registration
Data collection
Data mining
Communi-cation
Reward / Recognition
Customer satisfaction
Automatic campaigns
The traditional loyalty cycle remains valid…
Registration
Data Collection
Data mining
Communi-cation
Reward / Recognition
Customer satisfaction
Automatic campaigns
What is loyalty in the new mobile environment?
13
…but with multiple new opportunities
NFC
Gamification
Store locator
Geolocation
Photos
Reviews
Social media
Check-in
Digital wallets
Barcode / QR reader
Rewards purchase
Data capture
Loyalty mechanics in the new mobile environment
14
Registration process
15
To take advantage of our offers, please enter your mobile number:
OK
1 Initial Engagement
Send ‘WIN’ by text to 31001*
Scan to enter competition:
POS ads / Posters
POS Terminals
2 Activation 3 Registration
Here is your temporary ID to use during registration: ID: 45Z56
Please enter your email:
OK
Mobile web page
Text
Send Registration form
‘double opt-in’ e-mail
New Communication Tools
16
• Push or local notifications
• Receiving offers and information by e-mail, by notifications, by text*
• Account checking
• Number of points, ‘remaining effort’ required in order to reach the next step
• Post purchase/visit satisfaction survey
• Qualification questionnaire
• 30% of smartphones users would be happy to receive a reward or discount on their phones
• 14% have already clicked on an advert • 10% have already used mobile vouchers in a
shop
*Good to know
Source: Our Mobile Planet - November 2011
Multiple new actions can be tracked and rewarded
17
Smartphones make rewarding easier avoiding cash payment obligations:
• QR code
• NFC
• M-payment
It also allows us to reward new actions:
• Visit, check-in or virtual card
• Exposure to an offer, a message or QR Code
• Photos and videos
• Review
• Share offers and tips via social marketing
• App usage
*Good to know
Redemption process
18
• Check offers at anytime
• Last minute offers
• Yield management
• Geolocalised offers
• Real time redemption
- For gift received at home
- For a voucher (to use at point of sale immediately)
- For an electronic reward (e.g. cinema tickets)
42% of mobile users use their smartphone for at least one step of the purchase (before/during/after) 69% use their device as a research tool in the very beginning of their purchase process 33% use their smartphone to evaluate and compare products
Source: Think Mobile with Google 2012
Identification and payment: Digital Wallets
19
Telco
Payment processors
Banks
Retailers
New players
Without NFC
Gamification
20
Gamification mechanics: • Daily winners or spread over a
predetermined period
• Treasure Hunt (quizzes, pictures, QR code)
• Picture competitions / geolocalised videos
• Badges
• Virtual reality
Social media
21
Social media mechanics: • Registration
• Members can share check-in, games involvement, rewards, tips, etc
• Refer a friend
• 1 post published on FB leads to 500 impressions (TellMeWhere statistics)
Near field communication (NFC)
22
NFC mechanics: • Fast track payments
• Electronic passes/tickets
• Ambient advertising
• Real world member to member data exchange
Database improvement
23
Engagement Audience Generate
Traffic Purchases
Awareness/
Reputation
• Opening push notifications
• Click on a Wap Link text push
• Number of sessions / users
• Contribution, community sharing
• Number of downloads
• Visits, UV • Time spent • Number of clicks
• Scan QR Code • M-Vouchers • Voucher
redemption • Check-in
geolocalisation at POS (Temporary or constant )
• Recency • Frequency • Amount
• Reviews • App reviews on
app stores • Satisfaction
survey
Case Study Maximiles Points in the Tellmewhere app
Romain Ehrhard: Founder of Tellmewhere
and CTO of Maximiles Mobile
24
25
What is Tellmewhere?
Tellmewhere - the social, local, mobile application • Use it to find the best places around you
• See recommendations from friends
• See special offers from nearby businesses
Usage • 1.3m downloads
• 1.4m location ratings
• 413k reviewed locations
26
Big Needs and Big Constraints
We needed to increase user loyalty: • Increase usage
• Develop more content
• Decrease drop off
But we had big constraints: • A very rich (but complex) app that we cannot monetise
• A user database of our own
• The need of custom rules for rewarding due to our specific market
• Not strong enough to have our own programme
Using the Maximiles Software Development Kit (SDK)
27
How it works:
• Custom rewards based on an expert analysis of the product
• Easy installation and configuration “in-app”
• Server driven management
Case Study Marketing Week Live
28
Marketing Week Live App
29
The context - Custom application for the show
- Very little time for development
- Loyalty programme already in place
What kind of reward - The user must be present at the show
- The user has to see specific spots
- User experience must be straightforward
=> The most relevant usage is QR Code scanning
Case Study Promotional operations
30
Digital to Store
• Alert the user when they are near a shop
• Build a game mechanism to encourage store visits
• Ensure the user is in the shop to allow them to play and confirm if they win
• Share the experience with friends to keep it fun and viral
31
Digital to Store: Subway
32
Subway:
• Local notifications when users were near one of 350 restaurants
• Strong incentive: x1 PS3 to win every day for one month
• Scratchcard game with in-place detection
Results:
• 44% of users changed their destination to go the store
• 76% of users who were told that they could only play inside the store, did play again in the store within the hour
Digital to Store: Subway
33
Case Study Full coalition: Maximiles app
34
Maximiles app
35
Key features
• Rewards catalogue
• Polls
• Vouchers
• Merchants list
• Push notifications
Upcoming • Offline polls
• QR Codes
Full coalition
With the SDK, you can minimise your development by using the Maximiles app: • Share the points
• Open Maximiles app features directly from your apps
36
Conclusions
37
Loyalty driven by technology and usage
Contactless
Last minute M-Vouchers Check-in
Local reviews Geo-localised notification
Booking & payment
New usage
Notification Campaigns Management Data mining new categories
Applications & mobile site development
Manage SoLoMo operations
Loyalty & mobile expertise
Digital wallets
Local database expertise
Geolocalisation
NFC Mobile applications / Web App / Mobile sites
Virtual wallets
QR codes
Technology innovations
Contact us
39
Enzo Rodia
Romain Ehrhard
Paris
Maximiles France
3, rue d’Uzès
75002 Paris
France
London
Maximiles U.K.
2 Union Court Lofts
20-22 Union Road
London SW4 6JP
England
Berlin
Maximiles Germany
Panelbiz Gmbh
Uhlandstrasse 47
10719 Berlin
Germany
Casablanca
Maximiles Maroc
2WLS
Casablanca Technopark
Route de Nouacer
Casablanca
Morocco
