5 simple tools for mobile wallet marketing
TRANSCRIPT
5 Simple Tools for Mobile Wallet Marketing
Webinar - 17 March 2015
MOBILESAVINGS #targetyourcustomer | AtlasRewards #physicalmeetsdigital
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MobileSavingsThe MobileSavings.net platform,
developed by Atlas Rewards, enables small business owners to communicate and engage current
and potential customers via smartphone drop-ins.
Real time connections can be triggered via iBeacon, geo-fencing (GPS location) or push notifications for updates to installed drop-ins.
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SPEAKERS
Hazel Fruitman
Kim Stuart
Michael Maloney
What is a Mobile Wallet?
Big Budget Case Studies
Create a Pass in Less Than 5 Minutes
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200,000,000(TWO HUNDRED MILLION)
Number of people in US who own smartphones
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US Retail mCommerce
2013 — $14.5 Billion spent
2017 — $30 Billion projected Mobile Devices:
• Personal assistants
• Use on the rise
• Mobile payments increase
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EXPECTATION LEVELSWhat do consumers want from digital wallet drop-ins?
57% Loyalty cards, points, rewards
56% Coupons, discounts, promotions
50% Product Information
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WHAT IS A MOBILE WALLET?Quickly learn the basics
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Key Things to RememberAbout Mobile Wallets in General
DIGITAL EQUIVALENT All passes in one place, just like your wallet or purse.
Works from lock screen of device - no more fumbling to open an app at airplane gate or when trying to pay for coffee
PASS TYPES
CONVENIENCE
General info, event tickets, loyalty passes, boarding passes, coupons
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USE WALLETS FOR…
Golf Course Lunch menu pop-up @
8th tee, direct dial using phone app @
9th tee. Pick up lunch at the turn.
Farmer Send push messages
with location and selection availability before each weekly
farmers’ market
Retailer Inventory control -
notify @ new merchandise arrival, as well as seasonal close-
outs and sales
Event Venue Keep attendees
updated on entertainment lineup and stage location or
set/time changes
Restaurant Daily specials, special events notifications to
regular customers - “digital sandwich
board”
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WAIT, THERE’S MORE!Mobile wallets are not just for the retail and hospitality industries
Many Industry Applications & ' (
AIRLINESUnited, Southwest and Virgin are among the many carriers
offering Passbook and iBeacon services to those with tickets
INDOOR MAPConferences and shared office centers use mobile wallets and beacons to direct attendees or
assign meeting room space
PRODUCT DETAILSInstant product look-up and availability. Macy’s uses for
smart dressing room installation to include size options
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DUDE, WHERE’S MY MOBILE WALLET?In less than five minutes, your completed mobile wallet campaign is live!
PASSBOOK
iOS users, the Passbook icon opens your mobile wallet on iPhone.
GOOGLE WALLET & OTHERSAndroid and Windows phone users, your wallet app may not be factory installed, and may require downloading from the Play Store or other location.
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APPLE PASSBOOKFront and back features of drop-in mobile wallet pass
Dynamic links
Your graphics
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REAL WORLD CASE STUDIESHow Big Companies Use Mobile Wallets
|
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Menʼs Wearhouse#1 Market Share in Mensʼ Apparel Specialty Space
BRANDS: Menʼs Wearhouse, Jos. A Banks, K&G Superstores, Mooreʼs Clothing for Men
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Men’s WearhouseRecently published data on latest Passbook drop-in campaign
2013%
Early adopter of Apple Passbook (early 2013)
2014*
Delivered 55 email campaigns with “Save to Phone” option enabled
for Google Wallet and Apple Passbook
December - Launched multi-channel mobile holiday campaign
with integrated social, mobile, web, and email promotion
2014+
2015,
Expects 7 figure sales results from
Passbook and Google Wallet
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Menʼs Wearhouse• “Working with a third-party mobile wallet provider means the marketing department can create and launch campaigns on its own” • Mobile offers outperform traditional 10x • App also links with Passbook so offers and loyalty points pop up on a smartphone's screen when someone is near a store • 166 percent increase in coupon redemptions compared to non-mobile tactics
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TAKEAWAYMobile Wallet Drop-Ins ~ Men’s Wearhouse
MAIN BENEFIT
Men’s Wearhouse sees marked increase in engagement with customers by using mobile wallet drop-ins to engage and
communicate at the right time and place.
Expects to see 7 figure sales resulting from Passbook and Google Wallet this year.
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Worldʼs Largest Retailer of Fragrances & Beauty
No. 106 in the Internet Retailer Mobile 400
1,700 Stores Worldwide
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80% of customers who put their Beauty Insider card in Passbook are what Sephora considers active customers, those who have made at least one purchase in the last year.
Passbook users spend two times more annually and purchase twice as frequently as the average Sephora customer.
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QUICK STATSSEPHORA was an original Passbook adopter - September 2012
Passbook Users
Mobile Gift Card Opens
Active Customers using Passbook
In-Store Shoppers Using Mobile
600,000+
41%
70%
80%
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ETCA few facts about SEPHORA and its customer base
Customers are women who have shown historically that they adopt technology where it is useful
Passbook enables Sephora to keep its Beauty Insider program top of mind with its iPhone-toting customers
Passbook users are among Sephora’s best customers
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TAKEAWAYMobile Wallet Drop-Ins ~ SEPHORA
MAIN BENEFIT
SEPHORA finds an increase in spending - both levels and frequency - by customers who engage and communicate via
their mobile wallet drop-ins.
Keeping cards in the phone instead of in the wallet is the best way to stay in the mind of the customer.
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STARBUCKS COFFEEThe world’s most recognized mermaid excels at mobile.
Starbucks was able to generate a staggering $1 billion in revenue from smartphone transactions used at sales terminals in its stores in 2013 largely due to the fanatical loyalty of its customers.
Now, that’s a lot of coffee, no matter how you pour it.
“With more than 11 percent of transactions a week now happening with a mobile device in our stores, and nearly 10 million customers currently using our mobile app, we’re thrilled to make the digital experience even easier and more rewarding for our customers and partners,” said Adam Brotman, chief digital officer for Starbucks.
Thrilled probably doesn’t begin to describe it.
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STARBUCKS MAKES IT EASY.That mermaid sells a LOT of coffee to a LOT of people.
Details
The buzzwords for Starbucks’ Q1 analyst call was certainly digital, mobile apps, loyalty and mobile payments — with an emphasis on the “seismic shift” in customer behavior.
This translates to easier use by customers at every level - not just to pay but to manage their rewards balances, find store locations, or (starting this week) have the ability to tip their barista - right from their mobile device.
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TAKEAWAYMobile Wallet Drop-Ins ~ Starbucks Coffee
MAIN BENEFIT
Starbucks simplifies customer interactions via their mobile app, integrated with Apple Passbook, and reports that 10 million
customers generate 5 million weekly transactions .
Starbucks has been successful because it "looked beyond the transaction to understand the customer experience.".
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THE USUAL SUSPECTSMany of the large chains and box stores are successfully using mobile wallet drop-ins.
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SIMPLE BACKEND TOOLSEasy to use admin area designed for speedy creation and deployment.
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Easily Create a New Campaign
Fill in a few simple fields to let the world know about your offer, select a color combination and give your campaign a name.
IMAGE
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Additional Info Fields
Add some helpful information to the back of the drop-in, encouraging customers to call you or get a map of your location directly from the back of the pass*.
*iPhone only
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Location NotificationsAdd location notifications using geo-fencing or iBeacons to communicate with your customers when they arrive at a designated GPS location or come within range of your iBeacons.
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FINISHED PRODUCTIn less than five minutes, your completed mobile wallet campaign is live!
FRONT DISPLAY
Colorful graphics and optional bar code create an eye-catching and engaging opportunity to communicate with customers.
MORE INFORMATION LINK
The back of the pass contains the additional fields, along with the phone, map or dynamic web links, enabling instant communication in both directions.
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Merchant Landing PageChoose to post new announcements, links to active drop-ins, and general information for customers. Select from more than a thousand images in our graphics library or use your own.
For users with an existing website, the Merchant Landing Page is a great extension for social media, SEO and local search backlinks.
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MANAGEMENT TEAM
Michael Maloney, Hazel Fruitman and Kim Stuart are the co-founders of Atlas Rewards, and the creators of the MobileSavings.net platform.
Cross platform experience.
Their combined experience spans a diversity of mediums,including satellite and radio communications, internet marketing and affiliate
programs, streaming media solutions and online transaction processing.
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SourcesMens Wearhouse
http://loyalty360.org/resources/article/customer-engagement-at-the-mens-wearhouse
http://www.adweek.com/news/technology/mobile-payment-war-grows-mens-wearhouse-reveals-big-marketing-stats-163121
http://blogs.wsj.com/cio/2015/02/27/mens-wearhouse-data-consistency-key-to-mobile-initiatives/
http://www.slideshare.net/Vibes_Thought_Leadership/mobile-wallets-will-become-marketing-platforms-featuring-the-mens-wearhouse-guest-forrester
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SEPHORA
https://www.internetretailer.com/2013/04/10/apple-passbook-users-are-among-sephoras-best-customers
http://www.mobilemarketer.com/cms/lib/16275.pdf
http://www.mobilecommercedaily.com/sephora-sees-digital-gifting-revenue-rise-8x-higher-with-cashstar
http://www.brandchannel.com/home/post/2013/04/19/Sephora-Dedication-041913.aspx
http://marketingland.com/google-wallet-passbook-brands-next-best-friend-80474
Starbucks
http://news.starbucks.com/news/starbucks-accelerates-mobile-payment-leadership-with-release-of-enhanced-io
http://venturebeat.com/2012/10/04/starbucks-passbook/
https://gigaom.com/2013/06/25/four-reasons-why-apples-passbook-is-growing-on-retailers/
http://www.computerworld.com/article/2487402/mobile-payments/starbucks-hits--1b-in-mobile-payment-revenues-in-2013--analysis-says.html
http://www.adweek.com/news/technology/starbucks-looks-share-its-app-payment-system-other-retailers-159100
http://www.pymnts.com/in-depth/2015/starbucks-mobile-payments-jolt ______________________________________
STATS & FIGURES
http://www.comscore.com/Insights/Market-Rankings/comScore-Reports-December-2014-US-Smartphone-Subscriber-Market-Share
http://www.fiercemobileit.com/story/emarketer-retail-m-commerce-sales-reach-42b-2013/2013-09-06
https://www.forrester.com/North+American+Technographics+Consumer+Technology+Survey+2013/-/E-SUS2092
http://www.businesswire.com/news/home/20140915005587/en/Macy%E2%80%99s-Outlines-Developments-Omnichannel-Strategy-Technology
AtlasRewards and MOBILESAVINGS logos and all associated designs are marks of Atlas Rewards Corp. All other registered trademarks or images are property of their respective owners.