Mobilize Your Loyalty Program with Mobile Wallet
-
Upload
vibesthoughtleadership -
Category
Mobile
-
view
5.032 -
download
0
Transcript of Mobilize Your Loyalty Program with Mobile Wallet
Mobilize your loyalty program with mobile wallet MAY 20, 2014!
Emily Collins, Analyst at Forrester Research ! !!Julie Novack, SVP Mobile Solutions !!
#walletloyalty!
@ecollins31!@JulieRothNovack !
2
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Today’s speakers!
Emily Collins, Analyst at Forrester Research and lead author of: § The Loyalty Program Participant Profile (published: February 20, 2014) § The Forrester Wave™: Loyalty Program Service Providers, Q4 2013
(published: October 30, 2013) § The State Of Loyalty Programs 2013 (published: October 3, 2013)
Julie Novack, SVP of Mobile Solutions at Vibes § Mobile Marketer Women to Watch in Mobile (2012) § The ABCs of Passbook & Google Wallet Presenter (February 6, 2014) § Google Wallet & Apple’s Passbook: 5 key differences you need to
know Presenter (November 26, 2013)
© 2014 Forrester Research, Inc. Reproduction Prohibited 9
Base: 98 loyalty program marketers; Source: Q3 2013 Global Loyalty Program Service Providers Forrester Wave™ Customer Online Survey
Organizations are prioritizing their loyalty programs
Budget support is strong Loyalty is a key strategic imperative
“How has your loyalty budget changed year over year in 2013?”
43%
34%
3%
Increase Stay the same Decrease
Base: 50 loyalty program marketers; Source: Q3 2012 North America Loyalty Benchmark Online Survey
© 2014 Forrester Research, Inc. Reproduction Prohibited 10
Base: 98 loyalty program marketers; Source: Q3 2013 Global Loyalty Program Service Providers Forrester Wave™ Customer Online Survey
Business objectives focus on both retention and engagement
© 2014 Forrester Research, Inc. Reproduction Prohibited 11
Consumers maintain a healthy
appetite for loyalty programs
© 2014 Forrester Research, Inc. Reproduction Prohibited 12
Source: North American Technographics Customer Life Cycle Survey, Q2 2013
Over two-thirds of consumers belong to at least one loyalty program
5%
22%
22%
25%
26%
33%
34%
35%
37%
39%
60%
68%
Other
Gas station
Entertainment
Department store
Quick service restaurant
Shopper club
Airline/frequent flyer
Hotel
Specialty retail
Bank/credit card
Pharmacy/Drug store
Supermarket/Grocery store
Base: US Online Adults 18+ (Online Weekly or More) who belong to loyalty programs
“Which of the following types of customer loyalty programs do you belong to?”
On average, consumers belong to about 8 loyalty
programs.
© 2014 Forrester Research, Inc. Reproduction Prohibited 13
Source: North American Technographics Customer Life Cycle Survey, Q2 2013
Consumers participate in the programs they join
I regularly participate in most of the loyalty
programs I join 59%
I regularly participate in just a few of the loyalty programs I
join 36%
I rarely, if ever, participate in the loyalty programs I
join 5%
Base: US Online Adults 18+ (Online Weekly or More) who belong to loyalty programs
"Which of the following statements best describes your level of involvement with customer loyalty programs you join?"
© 2014 Forrester Research, Inc. Reproduction Prohibited 14
Source: North American Technographics Customer Life Cycle Survey, Q2 2013
Active program members are willing to pay and share
64%
59%
56%
43%
50%
52%
37%
51%
50%
44%
48%
36%
33%
24%
When I find a brand I like, I stick to it
A brand's reputation is important to me
I prefer to buy brands that I have owned previously
Price is more important to me than brand names
I would pay more for products or services that save me time and hassles
I often tell my friends and family about new brands, products, or services that I have discovered
I would pay more for brands or products consistent with an image I like
I regularly participate in most of the loyalty programs I join
I rarely, if ever, participate in the loyalty programs I join
Base: 3,266 US online adults (18+) who belong to loyalty programs
“How much do you agree with the following statements?” (4 and 5 responses on a scale of 1 [Do not agree at all] to 5 [Agree completely] shown)
© 2014 Forrester Research, Inc. Reproduction Prohibited 15
Source: North American Technographics Customer Life Cycle Survey, Q2 2013
Consumers view programs as a way to save
24%
48%
50%
64%
78%
I belong to too many loyalty programs
Loyalty programs influence how much I spend
Loyalty programs influence what I buy
Loyalty programs influence where I make purchases
Loyalty programs save me money
“How much do you agree with the following statements regarding customer loyalty programs?” (4 and 5 responses on a scale of 1 [Do not agree at all] to 5 [Agree completely] shown)
Base: US Online Adults 18+ (Online Weekly or More) who belong to loyalty programs
© 2014 Forrester Research, Inc. Reproduction Prohibited 16
Program differentiation presents a significant
hurdle to success
© 2014 Forrester Research, Inc. Reproduction Prohibited 17
Marketers struggle to effectively communicate with customers
24%
24%
25%
25%
26%
29%
41%
Managing program costs and points liability
Understanding customer interactions across all touch points (online, mobile, social, offline, back office)
Measuring the results of our loyalty program/ initiatives
Maintaining a consistent member experience across channels and touch points
Aligning our loyalty strategy with the overarching business/enterprise strategy
Delivering offers with a high perceived value
Ensuring member awareness/ understanding of the program and its benefits
Base: 98 loyalty program marketers; Source: Q3 2013 Global Loyalty Program Service Providers Forrester Wave™ Customer Online Survey
“What are the greatest challenges facing your customer loyalty program and initiatives today?”
A mobile mind shift has occurred
The expectation that any desired information or service is
available on any appropriate device, in context, at your
moment of need
© 2014 Forrester Research, Inc. Reproduction Prohibited 20
Source: North American Technographics Customer Life Cycle Survey, Q2 2013
Consumers have an appetite for mobile rewards
50% of loyalty program members want mobile gift cards and reward
certificates.
44% of consumers are interested in joining programs that offer mobile
coupons.
© 2014 Forrester Research, Inc. Reproduction Prohibited 21
But loyalty marketers have yet to fully embrace mobile
© 2014 Forrester Research, Inc. Reproduction Prohibited 22
The role of mobile in loyalty cannot be understated.
© 2014 Forrester Research, Inc. Reproduction Prohibited 23
First, mobile boosts customer understanding
› Mobile helps marketers follow program members across the customer lifecycle
› Mobile channels are highly trackable
› Mobile interactions create new data streams
© 2014 Forrester Research, Inc. Reproduction Prohibited 24
Second, mobile streamlines loyalty program utility
Then Now
Mobile simplifies the member experience, and gives members more control over when, where,
and how they participate.
© 2014 Forrester Research, Inc. Reproduction Prohibited 25
Third, mobile increases the relevance of loyalty programs
› Contextual insights help marketers deliver more personalized marketing content
› But it goes beyond creating a mobile version of the loyalty card and offers.
› Mobile also creates new opportunities for engagement that go beyond typical program interactions
© 2014 Forrester Research, Inc. Reproduction Prohibited 26
Key takeaways…
› Loyalty is harder than ever to earn, but mission critical to the success of your business. › Customer loyalty strategies need to evolve with a focus on
relationships, relevancy, and engagement. › Mobile channels create additional opportunities for
marketers to engage, recognize, and reward their best customers. › Delivering offers and content through mobile simplifies and
increases the utility of existing programs.
27
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Mobile Wallet 101 A “mobilized”
loyalty program
Getting started
#walletloyalty!
28
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Mobile Wallet 101 A “mobilized”
loyalty program
Getting started
#walletloyalty!
29
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Mobile landscape overview!
Mobile marketing !
Mobile advertising!
Mobile !experiences!
Mobile service!
mobile display
ads rich
media ads
apps
mobile web experiences
m-commerce Mobile media buys
mobile wallet!marketing!
QR codes
SMS
MMS
mobile alerts
mobile database
loyalty program activation
service alerts
targeting & segmentation
push notification
payments
Programmatic (RTB)
service apps
mobile!coupons!
30
©2014 Vibes All rights reserved. Confidential #walletloyalty!
The “non-payment” mobile wallet marketing movement!
§ Apple launched Passbook in September 2012
§ The new Google Wallet app launched in 2013 for iPhone & Android
Rewards certificates
Loyalty cards
Offers and coupons
31
©2014 Vibes All rights reserved. Confidential #walletloyalty!
No words needed to explain the value to the consumer!!
32
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Vibes’ Consumer Study: 85% see the benefits of mobile wallet!
No Benefit
Digitizing paper items
Organizing on your
smartphone
Managing point
balances
Time sensitive
offers Automatically updated items
Location aware alerts
22% 19%
13% 13% 10% 7%
15%
Mobile wallet benefits
85% perceived benefit!Base: Total n=1,000
Source: Vibes 2013 mobile consumer survey – July 2013
33
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Mobile wallet marketing is making a big impact!
On average, 70% of consumers will save a Passbook offer to their phone when presented with a pass.
64% higher conversion rate over static mobile web coupons When email is activated
with Mobile Wallet – 8% increase in conversion !
Are people using it?! Does it work?! Does wallet lift email conversion?!
26% increase in AOV over static mobile web offers
34
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Many use cases for mobile wallet (non-payment) !
Event/VIP Passes The Account Card The Loyalty Card
Offers & Incentives
CarrierOne Account Number
12345678910
Our focus today
35
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Why mobilize your loyalty program?!
For the Consumer! For the Marketer!
§ Convenience § Timely reminders (expiring points)
§ Location triggers
§ Great way to engage loyalty members § Ability to update points real-time
§ Low cost location-based marketing
36
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Mobile Wallet 101 A “mobilized”
loyalty program
Getting started
#walletloyalty!
37
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Seeing is believing…try it out!!
Text STYLECARD to 84237!
Google Wallet Apple Passbook Mobile Web
Fall-back Page
38
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Deliver lock screen notifications to consumers
Apple’s Passbook – Mobile Loyalty Card!
Keep Reward Balance above the
fold for easy viewing
Dedicate label value to showcase loyalty
program join date
Prompt users to download your app
Include information like: • Location of
favorite store • Phone number • Store hours
Feature unique loyalty ID beneath
barcode
Terms and conditions located beneath all company information
Personalize with name, points, and even colors for loyalty tiers
39
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Assign a unique barcode ID to track
redemption!
Include retailer name and offer!
Make sure logo is sized appropriately! Include store
information and hours!
Put important information like exclusive offers in the “Messages” field!
Place information about the loyalty program at the end!
Google Wallet – Mobile Loyalty Card!
1:1 personal messaging to loyalty members with offers, custom messages & more
40
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Mobilize reward certificates too…!
Deliver time-sensitive reward certificates and send special offers to members
Google Wallet Apple’s Passbook
41
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Three seamless ways to distribute mobile wallet loyalty cards!
Email!
App!
Text!
42
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Email is one of the easiest channels to activate with wallet!
1. Desktop email 2. Mobile email
43
©2014 Vibes All rights reserved. Confidential #walletloyalty!
For text, leverage device-aware, trackable, shortened URL !
Mobile Web Fallback Page
Google Wallet
Apple Passbook
44
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Google Wallet and Passbook are location-aware solutions!
Vibes
45
©2014 Vibes All rights reserved. Confidential #walletloyalty!
iBeacons + Passbook – the next wave of shopper engagement!
46
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Raise awareness about loyalty program and available rewards
Drive engagement with real-time points notifications
Drive foot traffic and enable easy redemption at POS
Offset expensive call center calls by providing timely info
How mobile wallet can strengthen your loyalty program
AWARENESS! ENGAGEMENT! TRANSACTION! SERVICE!
47
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Mobile Wallet 101 A “mobilized”
loyalty program
Getting started
#walletloyalty!
48
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Think holistically about your mobile wallet marketing strategy !
1. Create!
2. Distribute!
3. Manage!4. Measure!
5. Optimize!
49
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Up and running in 10 days
1. Prioritize your use cases!
Event/VIP Passes The Account Card The Loyalty Card
Offers & Incentives
CarrierOne Account Number
12345678910
Up and running in 3-6 weeks depending on
integration needs
50
©2014 Vibes All rights reserved. Confidential #walletloyalty!
2. Determine best ways to distribute mobile wallet loyalty cards!
Email!
Web!
App!
SMS!
Direct mail!
51
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Preferred method for receiving mobile wallet content
Email 46%
20% 19% 11% 4%
Text message from the retailer
App from the retailer
Direct mail Mobile banner advertisement
Base: Total n=1,000
Email and text are preferred methods !
Source: Vibes 2013 mobile consumer survey – July 2013
52
©2014 Vibes All rights reserved. Confidential #walletloyalty!
3. Select a platform that makes mobile wallet management easy!
Mobile wallet metrics
Single “smartlink”
Manage Passbook &
Google Wallet in one interface
Manage locations (geo or iBeacon IDs)
53
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Make sure to build solutions for both iPhone and Android users !
Google Wallet Apple Passbook
54
©2014 Vibes All rights reserved. Confidential #walletloyalty!
4. Identify KPIs and actively update and monitor campaigns !
55
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Key takeaways!
Determine wallet use cases for your business
Promote your mobile wallet content through multiple channels – email and SMS for starters
Leverage location-based triggers to drive engagement for your loyalty program
Select a platform to make it easy to actively manage and monitor performance
Test today to get ready for holiday
56
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Get the Mobile Wallet Handbook!
www.vibes.com/handbook
57
©2014 Vibes All rights reserved. Confidential #walletloyalty!
Q A & Emily @ecollins31
Julie @JulieRothNovack
John @JohnHaro
#walletloyalty!