finish line: leveraging context to delivery hyper-personalized experiences
TRANSCRIPT
Finish Line: Leveraging Context to Deliver
Hyper-personalized Experiences
Stephanie Trunzo, Chief Operating Officer | Aaron Shook, Executive Software Architect
Customer Loyalty and Mobile Applications1
The Finish Line Challenge2
The Winners Circle App Solution3
Mobile Moments4
Enterprises need to re-envision
who they are, how they work, and let
mobile be the change agent.
- Stephanie Trunzo, Chief Operating Officer, PointSource
Making Mobile Matter
We carefully craft mobile strategies based on user data and business
requirements to create digital experiences that transform business.
4www.PointSource.com
Retailers with a loyalty program,
on average, are 88% more profitable than
competitors who are not.
– Serving the Networked Customer survey, Deloitte
“ “
@PointSource | #ibminterconnect
5www.PointSource.com
Why Does Loyalty Matter?
• Visit 2x more often
• Spend 3-4x longer with your brand
• Higher margin items
• 30-40% higher ticket size
• Spend 2.5x more money
• 80% of revenues come from
20% of customers
• New customer acquisition cost =
5x cost of retaining existing customers
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Brand Loyalty and Mobile Apps
All of these brands share one critical customer loyalty strategy…
Each has a mobile app loyalty program!!
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Why Installable Apps?
Engagement and loyalty
Further engage your
most loyal customers1
Increase the size of your
loyal customer base
Provide purchase capability
within your loyalty app
2
3
Capture context and understand intent
Personalize information
Engage your loyal customers!
3 Steps to Customer Engagement
1
2
3
Photo by Kristiina Wilson, Refinery29.com
Finish Line was ahead of the loyalty game
Detailed surveys and analysis for a deep understanding
of their best customers, sneakerheads and sneakerologists
Existing Loyalty program in-place
www.PointSource.com11
Winners Circle Mobile App Objectives
Rapid Response
Updates
Enhanced In-Store
Experience
Streamlined
Rewards Access Geo-
targeting Integration
www.PointSource.com12
Features: Early Release Calendar
Motivation:
Create a VIP experience for the most
loyal customers.
How?
• Built in Release Calendar
• New releases have reminder
integration for timely
notifications
• Preview into upcoming major
launch dates will drive
awareness with most loyal
customers
www.PointSource.com13
Features: Enhanced In-store Experience
Motivation:
Provide an enhanced in-store shopping
experience to keep them coming back.
How?
• Integrated barcode scanner
allows shopping experience with
product lookup and item
information
• Integration with Winners Circle
card
• Use of Geo-location to drive
customers to stores in close
proximity
• In-store Winners Circle sign-up
www.PointSource.com14
Features: Rewards Points Management
Motivation:
Drive repeat purchasing through rewards for
brand loyalty.
How?
• Simplification of the loyalty sign up
process to Winners Circle
• Management of loyalty points, rewards
and coupons in a single place
• Use of gamification to show points
usage
www.PointSource.com15
Features: Personalized Push Notifications
Motivation:
Engage your loyal customers using relevant
information push that is context sensitive.
How?
• Use of geolocation for segmented
push of regional sales and contest
notifications
• Mass push for general promotions
and nationwide sales
• Personalized and Targeted push for
loyalty program members
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Thanks for the partnership on your
team’s part as well. The company is a buzz
about the app. It’s going to increase our
customer focus and continue to build
a customer centric organization.
- JOHN POLIZZI, CIO Finish Line
“ “
@PointSource | #ibminterconnect
18www.PointSource.com
Winners Circle App Components
Scalability to handle large loads,
while getting the benefits of pay-as-
you-go Cloud usage
Application of powerful customer
segmentation and personalized push
messaging techniques
Hybrid code development to enable
a write once, re-use many
philosophy for scale and efficiency
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MobileFirst Customer Engagement
Learnings from push messaging
Understand all of your use cases
• Know when and where you want to geo-fence and the optimum content to send
Understand how you want to segment your users
• Geographically, by email, by login status, etc.
• Do you want to have dynamic segments based on actions or based on receipt of messages?
Monitor and Process Analytics
• Collect helpful and meaningful raw data related to user interactions with mobile push
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MobileFirst Platform Foundation: Direct Update
• Updates to the app are possible without
going through the lengthy app store
approval process
• Direct update was used to correct an
issue that was discovered right after
releasing.
• Issue corrected within 24 hours of
release and didn't have to wait for the
app store approval
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MobileFirst Customer Engagement
• First of its kind Worklight production deployment on SoftLayer
• Greatly simplified the infrastructure at FINL, allowing us to utilize
an API in the cloud model
• Greatly reduced costs compared to a similar on-premise
implementation
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Stephanie Trunzo, Chief Operations Officer| [email protected] @sltrunzo
Aaron Shook, Executive Software Architect| [email protected] @akshook
If you enjoy this session, consider…
PointSource Currency: A Mobile Commerce Solution (Session 2413)
Wednesday, 3:30 pm — 4:30 pm, Breakers L, Mandalay Bay
Seize the Mobile MomentCome see us in Booth 540