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confidential
mobile apps for brands
iLounge Mobile Loyalty
jasper olieroockstrategy director
[email protected](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
confidential
mobile apps for brands
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How does mobile fit in?
3. Mobile characteristics
confidential
mobile apps for brands
heel soms
CONTEXT AWARE
INTIMATE
ALWAYS ON
confidential
mobile apps for brands
Context aware
confidential
mobile apps for brands
15
Context aware
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mobile apps for brands
Intimate
confidential
mobile apps for brands
Always on
confidential
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
confidential
mobile apps for brands
Source: Ingmar de Lange: Brand utilities
Brand utility
It’s a tool and a promotion
Branded utility
confidential
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>
confidential34
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
43
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
[email protected](06) 2409 7675
@ock12
nl.linkedin.com/in/olieroock
