The Great Mobile Convergence: Content, Loyalty, Analytics, Marketing ...€¦ · The Great Mobile...

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Offers The Great Mobile Convergence: Content, Loyalty, Analytics, Marketing, Payments, Social (CLAMPS) Steve Methvin VP Retail Technology & E-Commerce, Bozzuto's [email protected] Ben Sprecher Founder and VP of Marketing, Incentive Targeting [email protected]

Transcript of The Great Mobile Convergence: Content, Loyalty, Analytics, Marketing ...€¦ · The Great Mobile...

Page 1: The Great Mobile Convergence: Content, Loyalty, Analytics, Marketing ...€¦ · The Great Mobile Convergence: Content, Loyalty, Analytics, Marketing, Payments, Social (CLAMPS) Steve

Offers

The Great Mobile Convergence: Content, Loyalty, Analytics, Marketing,

Payments, Social (CLAMPS)

Steve Methvin VP Retail Technology & E-Commerce, Bozzuto's

[email protected]

Ben Sprecher Founder and VP of Marketing, Incentive Targeting

[email protected]

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Steve Methvin

Vice President of Retail Technology/Ecommerce

Ben Sprecher

Co-Founder and VP of Marketing

10/10/2012 2 © 2012 Buzzuto’s Inc. and Incentive Targeting, Inc.

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Outline

• The converging mobile landscape (Ben – 15-20 min)

• Examples and case studies (Steve – 15-20 min)

• Q&A

10/10/2012 3 © 2012 Buzzuto’s Inc. and Incentive Targeting, Inc.

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10/10/2012 4

Turnkey Marketing Automation

© 2012 Incentive Targeting, Inc.

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Big Picture Trends in Mobile

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Show of hands…

• Do you own a smartphone?

• Do you own a regular cell phone?

• No cellphone?

10/10/2012 6 © 2012 Incentive Targeting, Inc.

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Feb 2012 – cell phone ownership among US adults

10/10/2012 7

46% 41%

Smartphone Dumbphone No cell phone

12%

Source: Pew Internet

© 2012 Incentive Targeting, Inc.

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Breakdown of cell phone ownership…

10/10/2012 8

95% 94% 86%

67%

88%

0%

20%

40%

60%

80%

100%

Ages 18-29 Ages 30-49 Ages 50-64 Age 65+

... by age

87% 88% 88% 88%

0%

20%

40%

60%

80%

100%

White, Non-Hispanic Black, Non-Hispanic Hispanic (English- andSpanish-speaking)

... by race/ethnicity

82% 90% 92%

97% 88%

0%

20%

40%

60%

80%

100%

Less than$30,000/yr

$30,000-$49,999 $50,000-$74,999 $75,000+

... by income

76% 85%

91% 94% 88%

0%

20%

40%

60%

80%

100%

No high schooldiploma

High school grad Some College College +

... by education

Source: Pew Internet

© 2012 Incentive Targeting, Inc.

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More than 12x smartphone growth since 2007

10/10/2012 9

Source: ComScore Data Mine

© 2012 Incentive Targeting, Inc.

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People are using their phones to do more…

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55% of adult cell owners go online using their phones

10/10/2012 11

Source: Pew Internet

© 2012 Incentive Targeting, Inc.

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The device shift to mobile

10/10/2012 12

In 2011, for the first time, smartphone and tablet shipments exceed those of desktop and notebook shipments. - KPCB

Source: KPCB Top 10 mobile trends 2011

© 2012 Incentive Targeting, Inc.

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The time shift to mobile

10/10/2012 13

72 Minutes

94 Minutes

0

10

20

30

40

50

60

70

80

90

100

Min

ute

s p

er D

ay

US Mobile Apps vs. Web Consumption Smartphone owners, December 2011

Web Browsing Mobile Apps

Source: Flurry

© 2012 Incentive Targeting, Inc.

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Global mobile data traffic

0.033 0.09 0.2 0.6 1.3

2.4

4.2

6.9

10.8

0

2

4

6

8

10

12

2008 2009 2010 2011 2012 2013 2014 2015 2016

Exab

yte

s p

er

Mo

nth

10/10/2012 14

Total Global Internet Traffic in 2000… x8!

Source: Cisco VNI Forecasts

© 2012 Incentive Targeting, Inc.

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…and smartphones are penetrating retail…

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Purchases made on smartphones

10/10/2012 16

Source: comScore Datamine

© 2012 Incentive Targeting, Inc.

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44% of consumers use mobile in-store

10/10/2012 17

Source: GroupM Next

© 2012 Incentive Targeting, Inc.

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There’s an app for that…

10/10/2012 18 © 2012 Incentive Targeting, Inc.

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The Great Mobile Convergence

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Technology convergence…

10/10/2012 20 © 2012 Incentive Targeting, Inc.

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Information convergence…

10/10/2012 21

You

Who?

• On-/Off-line

• Friends

What?

• Tastes

• Preferences

When? Where?

Why?

• Calendar

• Context

© 2012 Incentive Targeting, Inc.

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The Great Convergence – CLAMPS

Content

Loyalty

Analytics

Marketing

Payment

Social

10/10/2012 22 © 2012 Incentive Targeting, Inc.

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Traditional silos • Content

– Circular, recipe cards, cooking tips on website

• Loyalty – Key tag + sale prices + sweepstakes

• Analytics – Offline, sales- or supply-chain

focused

• Marketing – TV/radio ads, in-store signage

• Payment – Cash, credit, check, EBT, coupons

• Social – Facebook page w/ 174 “Likes”

10/10/2012 23 © 2012 Incentive Targeting, Inc.

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Content

10/10/2012 24

Retailer/brand-provided • Product info • Recipes • How-to

videos • Etc.

User-generated • Ratings,

reviews (Amazon, Yelp)

Self-generated • Shopping list

(Grocery IQ)

Shopping tools • Price comparison

(ShopSavvy) • Inventory (Milo,

retailer apps) • Product locators/

store maps (Aisle411)

Information a consumer finds valuable

© 2012 Incentive Targeting, Inc.

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Loyalty

10/10/2012 25

Tracking, rewarding, and incenting the continuing relationship with a consumer

Tracking • Replace key tags

(retailer apps) • Consolidate

accounts (CardStar, Google Wallet)

Rewarding • “Punch cards” (punchd

/Google, Cardify, Belly) • Points/miles • Savings • Gas rebates • Sweepstakes • Perks (Starbucks App) • Etc.

Incenting • Visit store

(ShopKick) • Check in

(Foursquare) • Scan QR code • Share on social

media (Facebook, Twitter)

© 2012 Incentive Targeting, Inc.

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Analytics

• Recording – T-Log + ID + social + geo + online + behavior + …

• Measuring – Explosion of data sources & volume = “Big Data” challenge – Requires new tools + technology

• Analyzing – Real-time – Shopper-centric (not just product-/category-centric) – Rigorous (control groups, ongoing tracking, ROI metrics, etc.)

• Acting – Must drive real business decisions and actions

10/10/2012 26

Recording, measuring, analyzing, and acting on retail and consumer data

© 2012 Incentive Targeting, Inc.

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Marketing

• Hyper-local/context-sensitive – Geo-fencing (Where Ads) – Time of day, direction of travel (Google Now)

• Personalized – Past behavior (Incentive Targeting) – Search (Google AdWords) or retargeting – Social (Facebook) – Collaborative filtering (Amazon)

• Coupons, Deals, Circulars, Savings – On the stuff I like

• Dialogue, not monologue • Pay-for-performance

– CPM CPC CPA

10/10/2012 27

Communicating with a consumer to drive sales

© 2012 Incentive Targeting, Inc.

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Does all this stuff matter?

Users are up to

85x more likely to click on an ad sent to them in-

store versus a typical banner ad.

10/10/2012 28 © 2012 Incentive Targeting, Inc.

Source: MobileCommerce Daily

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Payment

• Receipts

– Digital (myReceipts, Proximiant)

• Mobile self checkout (Modiv, AisleBuyer)

• Consumer-funded deals (Groupon)

– Consumer pre-pays for the product/service

• Completely new payment models

– Pay with Square, PayPal local

10/10/2012 29

Transferring money from the consumer to the merchant or vendor

© 2012 Incentive Targeting, Inc.

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It’s BIG, but it’s complicated…

• How payment is processed – Carrier billing (moPay) – Separate account (PayPal) – Thru Credit/Debit networks – Arbitrage across networks (Corduro)

• Payment platforms – V.me (VISA) – Serve (American Express) – PayPass (MasterCard) – PayPal

• Terminal providers – Verifone – Ingenico – ViVOtech

• Mobile wallet networks – ISIS (AT&T, T-Mobile, Verizon) – MCX (Walmart, CVS, Publix, Target, Best Buy, Shell, etc.) – Others…

10/10/2012 30

The worldwide market for mobile payments will grow to $633.4 billion by 2014, up from $68.7 billion in 2009. - Generator Research

© 2012 Incentive Targeting, Inc.

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Mobile device as payment terminal/POS

10/10/2012 31 © 2012 Incentive Targeting, Inc.

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Mobile device as payment vehicle

10/10/2012 32

NFC QR code or barcode

Something new…

© 2012 Incentive Targeting, Inc.

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Social

• Seeking/sharing advice – Reviews & ratings (Yelp)

• Bragging/celebrating – Haul videos (YouTube)

• Checking in (Foursquare)

• Gamification – Badges/accomplishments, leaderboards, treasure/scavenger

hunts

• Fans/Followers (Facebook, Twitter)

10/10/2012 33

Connecting and sharing the retail experience between consumers

© 2012 Incentive Targeting, Inc.

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Best Practices?

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Apply CLAMPS

10/10/2012 35 © 2012 Incentive Targeting, Inc.

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10/10/2012 36

Relevance

© 2012 Incentive Targeting, Inc.

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Measurability

10/10/2012 37 © 2012 Incentive Targeting, Inc.

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The Challenge

10/10/2012 38

Retailers Consumers

© 2012 Incentive Targeting, Inc.

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The retailer’s perspective

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10/10/2012 © 2012 Buzzuto’s Inc. 40

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Mobile beats Paper

10/10/2012 41 © 2012 Buzzuto’s Inc.

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Mobile shoppers make frequent trips

Source – Google Analytics 10/10/2012 42 © 2012 Buzzuto’s Inc.

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© 2012 Buzzuto’s Inc. and Incentive Targeting, Inc.

One extra trip a month?

10/10/2012 43

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Mobile Retailers replace spreadsheets with dashboards

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10/10/2012 45 © 2012 Buzzuto’s Inc.

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Mobile minded retailers use #social to replace focus groups

10/10/2012 46 © 2012 Buzzuto’s Inc.

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Mobile minded retailers listen to customers

10/10/2012 47 © 2012 Buzzuto’s Inc.

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…and respond

10/10/2012 48 © 2012 Buzzuto’s Inc.

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The Mobile Wallet

10/10/2012 49 © 2012 Buzzuto’s Inc.

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Mobile Retailers are taking sales

from the other store

10/10/2012 50 © 2012 Buzzuto’s Inc.

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Dave’s Smithfield, RI 10/10/2012 51 © 2012 Buzzuto’s Inc.

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Others Promise…We Deliver

10/10/2012 52 © 2012 Buzzuto’s Inc.

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Questions?

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Thank you!

For more information, please contact me:

Ben Sprecher

Incentive Targeting, Inc.

[email protected]

617-661-4170

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Sources

Slide Source

7 http://pewinternet.org/Reports/2012/Smartphone-Update-2012/Findings.aspx, retrieved August 30, 2012

8 http://pewinternet.org/Trend-Data-(Adults)/~/media/Infographics/Trend%20Data/April%202012/Gadgets%20by%20all.xls, retrieved August 30, 2012

9 http://www.comscoredatamine.com/2012/07/getting-smart-u-s-smartphone-population-reaches-110-million-consumers/, retrieved August 30, 2012. http://www.comscore.com/Press_Events/Press_Releases/2012/8/comScore_Reports_June_2012_U.S._Mobile_Subscriber_Market_Share, retrieved August 30, 2012.

11 http://pewinternet.org/Reports/2012/Location-based-services.aspx http://pewinternet.org/Reports/2012/Cell-Internet-Use-2012.aspx

12 http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011

13 http://thetechjournal.com/internet/mobile-web-vs-desktop-web.xhtml. http://blog.flurry.com/bid/80241/Mobile-App-Usage-Further-Dominates-Web-Spurred-by-Facebook

14 http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.html

16 http://www.comscoredatamine.com/2012/06/smartphone-shoppers-top-10-on-device-purchase-categories/

17 http://www.scribd.com/doc/103349382/GroupM-Next-White-Paper-Showrooming-and-the-Price-of-Keeping-Buyers-In-Store

28 http://www.mobilecommercedaily.com/walmart-dominates-mobile-retail-check-ins-report

30 http://www.generatorresearch.com/productinfo.php?pid=303

10/10/2012 © 2012 Buzzuto’s Inc. and Incentive Targeting, Inc. 55