mobile & loyalty - jasper olieroock op ilounge van ddma
DESCRIPTION
Mobile Marketing & Strategy. The importance of the mobile channel in the McKinsey 'Loyalty Loop'.TRANSCRIPT
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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
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1. Introduction2. Loyalty loop 3. Mobile characteristics4. Mobile & loyalty
Agenda
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nl.linkedin.com/in/olieroock
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Loyalty?
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If you want loyalty, buy a dog
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2. Loyalty loop
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Consumer decision journey
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‣ Buy more, more often‣ Increase lifetime, retention
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‣ Saving schemes‣ Service
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confidential
mobile apps for brands
confidential
How does mobile fit in?
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3. Mobile characteristics
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confidential
mobile apps for brands
heel soms
CONTEXT AWARE
INTIMATE
ALWAYS ON
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confidential
mobile apps for brands
Context aware
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confidential
mobile apps for brands
15
Context aware
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confidential
mobile apps for brands
Intimate
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confidential
mobile apps for brands
Always on
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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
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4. Mobile & loyalty
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‣ Saving schemes‣ Service
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‣ Branded utilities‣ Over the top‣ Stamp cards‣ Service tools
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confidential
mobile apps for brands
Source: Ingmar de Lange: Brand utilities
Branded utility
It’s a tool and a promotion
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confidential
mobile apps for brands
Source: Ingmar de Lange: Brand utilities
Brand utility
It’s a tool and a promotion
Branded utility
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confidential
mobile apps for brands
It’s not about demographics,it’s about activities
confidential
Branded utility
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confidential
mobile apps for brands
Nike+ running
confidential
Branded utility
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confidential
mobile apps for brands
Appie
confidential
Branded utility
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Sandd
Branded utility
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Over the top
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#1 in usage & ‘real world’ shopping
Source: Nielsen / eConsultancy 24 January 2014.
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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
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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.
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Location based
beacon / meatpack shoe hijack
UPDATEN
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<MyOrder onepager>
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confidential34
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Van deur tot deur
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Stamp card
‣ 1M users‣ 5.000+ businesses‣ Mobile payment
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Location basedLevel Up
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Level UPdata van hun site
Punch card
White label
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Service tool
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Vodafone
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confidential
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
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Release Q2 2014
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Thank youjasper olieroockstrategy director
[email protected](06) 2409 7675
@ock12
nl.linkedin.com/in/olieroock