webinar: retail mobile marketing

Waterfall Industry* Insights

Kane Russell, VP of MarketingWaterfall

* Retail Mobile Marketing

Waterfall and the 3.0 Platform

Waterfall๏ Founded August 2005๏ Offices in SFO (HQ), NYC & Austin๏ Backed by Vista Equity Partners ๏ Cross-channel mobile & social CRM via SMS,

MMS, QR Codes, IVR, Facebook & Twitter

๏ Stay updated @ www.waterfall.com๏ Mobile personalized engagement๏ Custom application development๏ Short code provisioning, certification

& audit management

3.0

http://www.waterfall.com


Reference Clients & Brand Campaigns

Objectives For Today’s Webinar

1. Mobile Industry

2. Retail Mobile Marketing

3. Case Studies

4. Opportunities

5. Takeaways

Digital Channel Reach

Source: Mashable, 2012

98%

SMS Opened

FB News Feed Viewed

16%

Tweets Viewed

29%12%

Emails Opened

Digital Marketing Growth in the U.S.

2011 2012 2013 2014 2015 2016

$8,237

$7,057

$5,697

$4,238

$2,777

$1,652$4,995

$4,217$3,453

$2,760$2,119

$1,590$2,468$2,262$2,066$1,875$1,694$1,510

Email marke*ngSocial media marke*ngMobile marke*ng

$3,242

$4,896

$6,998

$9,150

$11,274

$13,232 32%

10%

26%

38%

CAGR

Source: Forrester, 2011

U.S. Mobile, Social & Email Market Value ($s in millions)

Mobile Coupon Adoption Rate

Source: eMarketer, 2012

2010 2011 2012 2013

35.628.7

19.813.3

96.892.588.283.6

CAGR

5%

39%

Projected Users, USA (millions)

Online Coupons Mobile Coupons


1. Mobile Industry


3. Case Studies

4. Opportunities

5. Takeaways

Retail Mobile Marketing Strategy

Which best describes your mobile strategy?


Don’t have a strategy

Early stage, developing a strategy

Have a strategy

Have a strategy, starting to refine

Have a strategy, currently refining9%

29%

19%

9%

34%

Retail Mobile Marketing Objectives

What are your company’s objectives for mobile?


SmartphoneTablets

Drive sales to websiteImprove customer satisfaction

Develop brand loyaltyBe a ready source of info

Improve customer acquisitionImprove customer retention

Drive traffic in other channelsKeep up with competitors

Learn from mobileDrive sign ups

Location-based targetingReal-time marketing

Drive 1:1 dialoguesReduce SG&A costs 6%

19%

26%

22%

35%

41%

48%

46%

56%

57%

61%

65%

65%

87%

6%

23%

28%

31%

37%

43%

49%

49%

54%

58%

62%

63%

63%

82%

Retail Mobile Marketing Objectives

How do you measure the success of your mobile strategy?


Mobile site traffic

Revenue via mobile

Average order value

Number of mobile app downloads

Product searches via mobile

Number of opted in mobile consumers

Repeat visits/logins

Mobile site/app satisfaction

Number of alerts sent to mobile 8%

14%

20%

20%

20%

32%

54%

75%

80%

Goal of Retail Mobile Marketing

Cross-channel marketing CRM places consumers at the center of the conversation, targeting messaging based on channel preference and permission.

Multichannel marketing CRM is the use of different and disparate channels to simultaneously push the same message to the consumer.

Channels

Brand

Channel Channel

Channel Brand}}CONSUMER

CONSUMER


1. Mobile Industry


3. Case Studies

4. Opportunities

5. Takeaways

Lane Bryant Instant Win

Takeaways:

Takeaways ...

Do• Use immediacy within

mobile environment• Integrate with POS• Speak in the language

of the consumer

Don’t• Fail to preplan ongoing

strategy

Lane Bryant Instant Win

Example: One off Engagement

Forever 21 Mobile Club

Takeaways ...

Do• Drive participation

with non-monetary and monetary incentives

Don’t• Fail to promote across

channels

Example: Call to Action Proliferation

Home Depot Scan For More Martha

Home Depot Scan For More Martha

Takeaways ...

Do• Make user experience as

seamless as possible:‣ Incentive; integration;

alternative path; mobile optimized

Don’t• Focus only on

immediate term customer value

Sephora Scan. Watch. Learn.

Sephora Scan. Watch. Learn.

Do• Custom brand 2D

codes when possible

Takeaways ...

Don’t• Fail to guide

consumers through a brand story


QR Code Penetration

US Adult 2D Code Users And PenetrationUS Adult 2D Code Users And PenetrationUS Adult 2D Code Users And PenetrationUS Adult 2D Code Users And PenetrationUS Adult 2D Code Users And Penetration

2011 2012 2013 2014

Adult 2D code users (millions) 21.20 26.37 32.49 38.57

% increase from previous year 146.9% 24.4% 23.2% 18.7%

% adult smartphone user penetration 25% 25% 26% 27%

% adult mobile user penetration 10.1% 12.4% 15.0% 17.6%

% adult population penetration 8.9% 11.0% 13.4% 15.7%


QR Code Preferred Content

Discounts/coupons/free items

More information about products/service

Access to exclusive content

Purchase an item

More information about an event

More information about a brand/company 18%

22%

23%

25%

26%

43%

Tic Tac Mints Mobile App Download

Tic Tac Mints Mobile App Download

Takeaways ...

Do• Engage target audience

strategically

Don’t• Promote technology

for technology’s sake

Example: Valuable App Experience

Neebo Mobile Coupons

Neebo Mobile Coupons

Takeaways ...

Do• Keep the call to action

clear and compelling

Don’t• Forget to walk

through semantics when designing a mobile engagement strategy

Mobile Coupons Refresher

• App• Messaging• Web

Method

Means

• Static• Dynamic• Dynamic-verified

Learn more @ the Waterfall webinar archive

http://vimeopro.com/msgme/msgme-webinar-series/

http://vimeopro.com/msgme/msgme-webinar-series/


1. Mobile Industry


3. Case Studies

4. Opportunities

5. Takeaways

Source: ePrize, 2012

Opportunities: Integrate Email and SMS

For redemption, data collection and brand awareness:

For coupons:

Mobile wmmmtvyquu vs Email8x

SMS muojomtmuy vs Email6x

Source: ePrize, 2012

Opportunities: Analyze and Optimize

Sweet Spot For Lowest Unsubscribe Rates

Peak shopping season

4x per week

Non-peak shopping season

4x per month


1. Mobile Industry


3. Case Studies

4. Opportunities

5. Takeaways

1. Use cross-channel communication geared toward ongoing engagement to avoid the limitations of one-off marketing.

2. Analyze the incentives used in a campaign and make sure they are sufficient and compelling enough to drive user interaction.

3. Align mobile with overall branding efforts to develop a consistent voice throughout the brand’s marketing portfolio.

Key Takeaways

For more information visit www.waterfall.com

Or contact us directly @ [email protected]

Further industry insight available on our blog @ waterfall.com/blog/

Any Questions?



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