Stiki at Electronic Retailing Association February 2016
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Transcript of Stiki at Electronic Retailing Association February 2016
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Ring in the New
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Engaging Consumers in the Smart Phone Age
Robin Shapiro CEO, GetStiki.com
Electronic Retailing Association Orlando, Florida February 23,2016
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2.0
In the Beginning…
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2.0
…there was the TV and the
corded home telephone.
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2.0
The epoch of Direct
Response 1.0
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2.0
It was simple.
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2.0
And it was good.
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2.0
A familiar on-screen
call to action
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2.0
Call Now
(800) 245-4563
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2.0
The ad men were happy.
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Call Now
(800) 123-4567
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But even then, visionaries imagined a mobile-optimized future.
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2.0
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2.0
1.0
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By the late 1980s, Gordon Gekko would have his Motorola “Brick.”
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But it would take 20 more years before this would happen…
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Now, mobile phones are virtually universal.
!
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Affordable. Versatile. Compact. Always at hand.
!
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Affordable. Versatile. Compact. Always at hand. Away and at home. !
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And most of the time, these devices are NOT used as “phones.”
!
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We use our mobile devices to get news updates and sports scores. Check weather forecasts. !
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Buy concert tickets, watch online videos, chat with friends, listen to the radio, and flirt with strangers.
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Skype with grandchildren, place bets, bank, buy groceries and jewelry and homes. Swap recipes and clip coupons. !
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Email. Text. Twitter. Post to Facebook. Web surf. Download. Upload. Store boarding passes and concert tickets. Track fitness and count calories. !
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Look at some recent numbers.
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In the past few years, mobile web traffic has exploded.
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Traffic
Further information regarding this statistic can be found on page 63.
15
% of web traffic served to mobile (2009-2016) Share of mobile phone website traffic worldwide 2016
Note: Worldwide; 2009 to 2016
Source: We Are Social; StatCounter; ID 241462
0.7% 2.9%
6.1%
10.9%
17%
28.9%
33.4%
38.6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
2009 2010 2011 2012 2013 2014 2015 2016*
Sha
re o
f tra
ffic
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And the trend is expected to continue.
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Traffic
Further information regarding this statistic can be found on page 64.
16
“Mobile” Traffic Will Keep Growing Global mobile data traffic 2015-2020
Note: Worldwide; 2015
Source: Cisco Systems; ID 271405
3.7 6.2
9.9 14.9
21.7
30.6
0
5
10
15
20
25
30
35
2015 2016* 2017* 2018* 2019* 2020
Traf
fic in
exa
byte
s pe
r mon
th
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We’re talking about huge numbers of people.
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Mobile apps
Further information regarding this statistic can be found on page 74.
27
Mobile apps by monthly US visitors (millions) (6-2015) Leading mobile apps in the United States 2015, ranked by unique visitors
Note: United States; June 2015; 18 years and older
Source: comScore; ID 250862
125.73 98.93
95.67 81.09
77.39 76.47
74.22 67.9
63.06 49.7 49.35
46.4 43.69
41.35 40.85
0 20 40 60 80 100 120 140
Facebook YouTube
Facebook Messenger Google Search
Google Play Google Maps
Pandora Radio Gmail
Instagram Apple Music Apple Maps
Yahoo Stocks Amazon Mobile
Twitter Pinterest
Total unique visitors in millions
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And enormous sums spent on e-commerce using mobile phones.
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Mobile commerce
Further information regarding this statistic can be found on page 96.
52
Mobile retail commerce sales in the United States (in billion U.S. dollars) Actual and Projected.
U.S. mobile retail commerce revenue 2013-2019
Note: United States; 2013 to 2015
Source: eMarketer; ID 249855
41.71 56.67
74.93 96.22
112.28 130.12
149.79
0
20
40
60
80
100
120
140
160
2013 2014 2015 2016* 2017* 2018* 2019*
Rev
enue
in b
illio
n U
.S. d
olla
rs
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While younger people spend more time on mobile devices, soon most consumers will spend two or more hours daily on mobile devices.
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Usage
Further information regarding this statistic can be found on page 57.
7
Average daily hours spent online via mobile internet in 2015, by age group.
Daily time spent online via mobile 2015, by age group
Note: Worldwide; 2015; 16 to 64 years
Source: GlobalWebIndex; ID 428425
3.26
2.69
1.82
1.07
0.58 0
0.5
1
1.5
2
2.5
3
3.5
16-24 25-34 35-44 45-54 55-64
Dai
ly m
obile
tim
e in
hou
rs
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This mobile revolution is not merely “disruptive.”
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It is a tsunami.
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So how do we exploit this new tool and not be swept away by it?
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Initially, I thought that slapping a URL into my TV ads would allow the audience to find me “on the web.”
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Later, we realized that was a hugely expensive mistake. I’ll explain why in a few minutes.
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This chart showing the explosive growth in mobile “paid search” expense should be a hint.
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Advertising spending
Further information regarding this statistic can be found on page 113.
61
Share of mobile in digital search advertising spending in the United States from 2013 to 2018
Mobile share of U.S.digital search advertising spending 2013-2018
Note: United States; includes ad spending on search engines, search applications and carrier portals, ad spending on tablet is included; includes contextual text links, paid inclusion, paid listings (paid search) and SEO
Source: eMarketer; ID 374024
24.7%
38.1%
50.1%
62.9% 70.5%
76.7%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
2013 2014 2015* 2016* 2017* 2018*
Sha
re
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Let’s talk about my own misplaced response to the challenge of the mobile web.
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2.0
Call Now
(800) 245-4563
15DayWeightLoss.com
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Direct Response 1.0 – but with a URL slapped on.
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Or in fairness, something like this:
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Call Now
(800) PAY-LESS (800) 222-2222
Call Now
www.ford.com/certified-used
Direct Response
2.0
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In substance, we kept the toll free number, but added a URL for those who might search the web.
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My ads might as well have said --
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Call Now
(800) PAY-LESS
If you’re interested in
what I’m showing you here, try to remember and
accurately thumb-type our
25 Digit URL
Direct Response
2.0
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Call Now
(800) PAY-LESS
If you can manage that, look at your
phone and see that your browser
is showing you my competitors.
Direct Response
2.0
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Call Now
(800) PAY-LESS
Unless I’ve forked over a bushel of
money to Google, hoping they will show my listing
ahead of my competitors.
Direct Response
2.0
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Call Now
(800) PAY-LESS
I’m so glad I spent money on this ad and the TV time just to send my best prospects
wandering through an online mall.
Direct Response
2.0
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So what’s the alternative?
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Call Now
(800) PAY-LESS Direct Response
Call to Action
Mobile Optimized
Direct Response
3.0
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Consumer Initiated
SMS Texting
.
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Why Texting? .
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Texting .
Ubiquitous
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Texting .
Ubiquitous
Easy
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Texting .
Ubiquitous
Easy
Instant
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Texting .
Ubiquitous
Easy
Instant
Casual
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Texting .
Ubiquitous
Easy
Instant
Casual
Discreet
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Texting .
Ubiquitous
Easy
Instant
Casual
Discreet
Engaging
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Ubiquitous
.
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Ubiquitous Everybody texts.
.
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Ubiquitous
Everybody texts.
Everywhere.
.
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Ubiquitous
Everybody texts. Everywhere.
All the time.
.
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Easy
.
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Easy Everyone knows how.
.
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Easy Everyone knows how. No downloads.
.
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Easy Everyone knows how. No downloads needed.
No apps.
.
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Instant
.
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.
Instant No time for a call?
.
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Instant No time for a call? Can’t talk now?
.
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Instant No time for a call? Can’t talk now? Busy people text.
.
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Casual .
.
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Casual .
.
A “low-anxiety medium.”
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Casual .
.
Low-anxiety medium.
Users text even when interest is tentative
and preliminary.
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Discreet
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.
Discreet
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Consumers hesitate to call when others
are near; but a text is never overheard.
.
Discreet
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Engaging
.
.
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Engaging
.
.
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Engaging
.
Reply instantly with touch-to-call phone numbers, links to websites, coupons, games,
contest entries or price-drop alerts. Direct to users phones.
.
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Natural .
.
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Natural .
.
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Natural .
.
It is what your audience is already doing while they listen or watch.
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Real Examples
.
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“Ring of Honor” Wrestling
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Bill Cunningham Syndicated TV
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Promo for Tribune’s DigiNet
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Texting as a Direct Response Channel
.
.
![Page 100: Stiki at Electronic Retailing Association February 2016](https://reader031.fdocuments.us/reader031/viewer/2022030306/58d1f1d11a28ab51448b6541/html5/thumbnails/100.jpg)
Low cost to test .
Just change “super” and
voiceover for A/B test.
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Call Now
(800) PAY-LESS
Then compare costs and results
![Page 102: Stiki at Electronic Retailing Association February 2016](https://reader031.fdocuments.us/reader031/viewer/2022030306/58d1f1d11a28ab51448b6541/html5/thumbnails/102.jpg)
Call Now
(800) PAY-LESS (800) 222-2222
Call Now
www.ford.com/certified-used
Direct Response
2.0
![Page 103: Stiki at Electronic Retailing Association February 2016](https://reader031.fdocuments.us/reader031/viewer/2022030306/58d1f1d11a28ab51448b6541/html5/thumbnails/103.jpg)
Call Now
(800) PAY-LESS
FORD to TODAY (86329) txt
Direct Response
3.0 (800) 222-2222
Call or Text Now
![Page 104: Stiki at Electronic Retailing Association February 2016](https://reader031.fdocuments.us/reader031/viewer/2022030306/58d1f1d11a28ab51448b6541/html5/thumbnails/104.jpg)
Call Now
(800) PAY-LESS
Try it Now
![Page 105: Stiki at Electronic Retailing Association February 2016](https://reader031.fdocuments.us/reader031/viewer/2022030306/58d1f1d11a28ab51448b6541/html5/thumbnails/105.jpg)
Call Now
(800) PAY-LESS
FORD to TODAY (86329) txt
Text
![Page 106: Stiki at Electronic Retailing Association February 2016](https://reader031.fdocuments.us/reader031/viewer/2022030306/58d1f1d11a28ab51448b6541/html5/thumbnails/106.jpg)
TODAY
FORD
To: TODAY
FORD
![Page 107: Stiki at Electronic Retailing Association February 2016](https://reader031.fdocuments.us/reader031/viewer/2022030306/58d1f1d11a28ab51448b6541/html5/thumbnails/107.jpg)
86329
FORD
To: TODAY
FORD
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Call Now
(800) PAY-LESS
Here’s an Example of Using a Game to Deliver
a Coupon
![Page 109: Stiki at Electronic Retailing Association February 2016](https://reader031.fdocuments.us/reader031/viewer/2022030306/58d1f1d11a28ab51448b6541/html5/thumbnails/109.jpg)
Call Now
(800) PAY-LESS
DONUT to TODAY (86329) txt
Text
![Page 110: Stiki at Electronic Retailing Association February 2016](https://reader031.fdocuments.us/reader031/viewer/2022030306/58d1f1d11a28ab51448b6541/html5/thumbnails/110.jpg)
TODAY
DONUT
To: TODAY
DONUTFORD
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86329
DONUT
To: TODAY
FORD
![Page 112: Stiki at Electronic Retailing Association February 2016](https://reader031.fdocuments.us/reader031/viewer/2022030306/58d1f1d11a28ab51448b6541/html5/thumbnails/112.jpg)
Call Now
(800) PAY-LESS
Using Texting to “Own” a Category
and Point Shoppers to a Nearby Store
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Call Now
(800) PAY-LESS
Drugstore to TODAY (86329) txt
Text
![Page 114: Stiki at Electronic Retailing Association February 2016](https://reader031.fdocuments.us/reader031/viewer/2022030306/58d1f1d11a28ab51448b6541/html5/thumbnails/114.jpg)
TODAY
Drugstore
To: TODAY
Drugstore
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Cool Engaging
Cost-Effective
.
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So why isn’t texting used more often as a direct response channel in the USA?.
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TCPA rules were unsettled.
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TCPA rules were unsettled.
It can be difficult to remember a 6 digit texting short-code.
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TCPA rules were unsettled.
It can be difficult to remember a 6 digit texting short-code.
A proprietary short code is expensive to set-up and support.
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What’s changed?
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TCPA rules clarified. Easy-recall shared short-codes.
Cheap set-up and support
What’s changed?
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TCPA rules clarified
Easy-recall shared short-codes Cheap set-up and support
What’s changed?
![Page 123: Stiki at Electronic Retailing Association February 2016](https://reader031.fdocuments.us/reader031/viewer/2022030306/58d1f1d11a28ab51448b6541/html5/thumbnails/123.jpg)
TCPA rules clarified
Easy-recall shared short-code.
Cheap set-up and support by sharing easy-recall short-code.
What’s changed?
![Page 124: Stiki at Electronic Retailing Association February 2016](https://reader031.fdocuments.us/reader031/viewer/2022030306/58d1f1d11a28ab51448b6541/html5/thumbnails/124.jpg)
Conclusion
.
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Mobile Dominates Some may still use the desktop in the den or the land-line in the kitchen; but when ready to take action, most consumers will grab the phone that’s in their pocket or at their side.
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URLs work well inside digital media – where a finger pressed to a mobile
screen whisks a prospect from online ad to landing page. Legacy media is
different. There’s no one-touch connection from the ad seen on TV
directly to a website.
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The best tool to bridge the gap between legacy media and online commerce is the ubiquitous mobile phone.
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By using a URL in their call-to-action, marketers inadvertently drive an untold number of prospects into the welcoming arms of their competition.
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Text response eliminates the potential for distraction or diversion which inevitably comes whenever a consumer is asked to type ANYTHING into a mobile web browser.
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Ever since stores were invented, marketers have known one simple thing: if a prospect wants to visit
your store, don’t point them in the general direction of a nearby
marketplace. Take them by the hand and lead them directly into
your store – preferably right to the item they seek.
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Properly utilized, consumer-initiated texting technology will take your prospects directly to the cash register.
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Txt ERA
to TODAY (86329)
For a PDF of this presentation sent to your phone
![Page 133: Stiki at Electronic Retailing Association February 2016](https://reader031.fdocuments.us/reader031/viewer/2022030306/58d1f1d11a28ab51448b6541/html5/thumbnails/133.jpg)
Robin Shapiro CEO, GetStiki.com
txt Robin to TODAY (86329)