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Presented in San Francisco October 29, 2013 to WIMA-USA.
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USEFUL is theNEW COOLConnecting the Physical & Digital WorldsTo Create Better Customer Experiences
Aric Nissen@FamousAric
Last month,this restaurantwith1400 locationsmade a MAJORtechnology announcement.
A touchscreen tablet at every table
Look at Full Menu
Instant Beverages & Desserts
Play Games
Share Real-Time Feedback
Sign up for Special Offers
Pay the Check Now
feature
benefits
The Inside Scoop /How it Drives Business
• Wait times reduced by 3-6 minutes
• Gaming revenue
• Beverage Promotion Revenue
• Replace paper menus
• Increase rate of Email Club Signup
• 800% increase in survey response vs receipt survey
30%increase in
Guest Satisfaction
55%pay at table(pain point)
20%increase in
Dessert sales
Ziosk + Mobile / NFC
“Future applications will enable guests to interact with the Ziosk®
via their mobile phone, for example, using it as a game controller.”
“Or, if the guest has an NFC enabled phone, they can tap the Ziosk to pay
for their meal or to receive special offers to be addedto their e-wallet.”
John Regal,CHIEF MARKETING OFFICER
Ziosk®
only 10% of an icebergis visible
MOBILEPAYMENTS
Influence Spending
Seek / Share Information
Join Brand Community
Loyalty
Smart Merchandising
Events
Customer Acquisition
Re-Engagement
Proximity Advertising
Share Feedback w/ Brand
Broadcast to Social
MobileCONNECTIONS
only 10% of an icebergis visible
Pay for Stuff
RETAILERS: How Not to Fight Showrooming
Retailers should embrace showrooming and help mobile-enabled customers buy!
33%of people would rather
give up sex for a week than their smartphone.
14%more likely to buy in the
store than those who don’t use a smartphone
STUDIES: TeleNav 2011, Pew Internet & The American Life 2013, Deloitte Retail Survey Group 2013
83%of shoppers use their
smartphone in a store. 52% use to research product.
Each of the “Top 20 Toys” of the 2012 holiday season had a QR code to purchase the toy
directly using a mobile device.
Parents snap the QR codes with their mobile phones and accessa page for each toy, where they could then buy it and ship it (for FREE)
BENEFITS• Placing online orders for toys that are out of stock
• Purchasing for remote love ones
• Parents can secretly buy toys that their children want,even with their kids shopping alongside them.
Combined with free WiFi, this was a seamless user experience integrating QR codes in useful waywhile serving a cross-channel marketing strategy.
• Imagine a world where virtually everything and everyone has a “find out more” button. Every product. Every place. Every advertisement. Every person. Anywhere. Anytime.
THIS OUTDOOR BILLBOARDINSTANTLY SENDS #MOBILE GIFT CARDS
THIS MINNEAPOLIS BUS STOP
THIS MINNEAPOLIS BUS STOPIS A TARGET STOREFRONT
Beer.The KillerApp forNFC?
1
2
3
NFC-enabledfeaturingProxama’s TapPointplatform.
RESULTS• Sales increases• Guinness has installed 15,000 NFC-
enabled founts across UK and Ireland, plans to install another 65,000 by 2015.
BENEFITS (BRAND)• Sales and profits• High-impact advertising• Powerful brand statement• Valuable data about Guinness
customers & consumption patterns• Build 1:1 communication channel
beyond the pub
BENEFITS (CONSUMER)• Fun interaction with brand• Beer!
FASTER AT A FAST-FOOD DRIVE THRU = 1% INCREASE IN SALES
6 SecondsIsis, the carrier joint venture pushing mobile payments out in the market, said last week it will give away 1 million smoothies through a partnership with Jamba Juice.
SPEED = KILLER APP
80%of Millennials look
for lowest price
60%willing to bypass
favorite brand for cheaper alternative.
75%of consumers would
switch brands if offered real-time
discounts delivered to their
smartphones while shopping.
88%Retailers with a
loyalty program are 88% more profitable
than competitors that do not have one. (Deloitte)
“LOYALTY” IN THE DIGITAL AGEWSL Strategic Retail AisleBuyer Deloitte Retail
Consumers will increase their visit rate to a particular restaurant with a loyalty program by an average of 35%
and nearly two-thirds of consumers would recommend a restaurant more if the restaurant has an appealingrewards program. [Loyalogy, survey of 1000 dining customers]
Top 5 Loyalty Rolesfor Smartphones
1. “Show phone”membership capability replaces ID#, traditional card or keychain tag.NFC/QR supplants data entry, NFC app-less check-in
2. Instant points redeem & rewards status update channel
3. Delivery system for content -Coupons*, games, news, events.
4. High-impact device for location-specific communications.
5. *Replacement for cards and cash at Point-of-Sale:the gateway drug to mobile payments.
*Redemption rates for mobile coupons 10X higher than print.
QR Loyalty Program Takes Strong Share of Mobile Wallet
QR Loyalty ProgramIs Fastest Way to Pay (NFC++)
FLOMIO®Bringing iOS to the NFC Party“We see a future where all
mobile devices interact in the
NFC ecosystem, and we want all
mobile users involved now.”
NFC Caps Custom 3D PrintNFC Tags
NFC Wristbands
NFC Actions Read-Write App
NFC Kioskfor Events
Objectives1. Demonstrate the power of NFC2. Give fans an enhanced takeaway
premium
ENGAGEMENT• 200 devices in the field across
20 NFL properties.• 20,000 customers have received
NFC-enabled bracelets• These fans have performed over
100,000 NFC-enabled interactions.
IMAGINEEvents with wristbands linked to social media accounts –“Eventcasting”
Flomio bridges the gap between NFC-enabled Androidhandsets, non-NFC enabled Android tablets, and iOS devices.
Big Ideas for Success in Commercializing QR & NFC
The POS is now “Point of Experience"
Payments are just the tip of the iceberg
Focus on customer BENEFITS vs tech FEATURES
Useful is the new cool. Speed is a killer app. Customers value the experience technology provides more than the technology itself.
Mobile connection makes shopping, waiting, dining & buying better
Smart merchandising, engagement, & loyalty data impact SPENDING