@phonovation. agenda graham merriman founder, carrickane consulting john nelligan franchisee, the...

@Phonovation

AgendaGraham Merriman

Founder, Carrickane Consulting

John Nelligan Franchisee, The Zipyard Tralee/Galway /Douglas

John Waters Country Manager, Phonovation

Q&A

9.10am-10am – Guided tours of the Aviva Stadium

Introduction to

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The “New Normal” in Retail

Graham MerrimanCarrickane Consulting

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Retail in the Past

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Danske Bank’s “New Normal”

What is “The New Normal”?

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Intelligent, non intrusive permission marketing

“Driven by convenience and relevance. Without friction. When and where they want. In context and with an ability to predict, and be precognitive. Preferably on a mobile device”

Peter Hinssen

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Convenient?

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The Sunday Game

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The Dubs

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Relevance??

Mastitis!

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Lunchtime!

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In context?

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Without friction?

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Ability to predict?

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On a mobile device. Obviously!

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What Happens when you get it right?

• 44 million Prime members in the U.S. at the end of June 2015• Up 57% from June 2014 • Prime members spend an average of $1,200 a year • 71% more than non-members

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Prime Day: July 15 2015

• Celebrated Amazon’s 20th Birthday• Thousands of exclusive deals • 1,200 televisions priced at $999 in less than 10 minutes. • 35,000 Lord of the Rings Blu-Ray sets• 28,000 Rubbermaid kitchenware sets • 4,000 Amazon Echo connected home devices

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Generating Loyalty

• Power has shifted from retailers to a more demanding consumer• Traditional ways of connecting with consumers are longer working• Amazon has shown that adapting to the “New Normal” can generate

loyalty and deliver results

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Carrickane Consulting Graham Merriman

graham.merriman@carrickane.com+353 85 83 64 677

The Zip Yard Franchisee

Tralee

Galway

Douglas

John Nelligan

What prompted us to look at Mobile Marketing

February Slump Month

Database offer

20% Increase

What we wanted.

Increased Frequency of Visits

Reason to Contact our Customers

Incentivise the appropriate customer

Database segmentation for service upsell

What we have done.

Database Segmentation

Cementing New Customer Relationship

Customer Loyalty Mobile Scheme

Pinpointing Customer Interaction and Tracking

What next ?

The Imminent Death of Bulk SMS?

Research

• Ovum:

A2P Messages set to increase to 2.19 Trillion by 2018

• Juniper Research:

A2P revenues will hit a staggering €53.4 Billion by 2018

Where does SMS fit in

Source: http://www.toprankblog.com/2013/04/online-marketing-news-04192013/

Loyal Enthusiasm

• The Retail sector lead the way for loyalty programmes

• On average adults carry 4 loyalty cards at anyone time

• Just 12% of adults have dropped out of loyalty schemes

• Over 50% of adult population belong to loyalty programmes provided by just two grocery chains

• Irelands Top 3 loyalty programmes have an average of 90% of their customers collecting loyalty points

• 68% regularly redeem rewards against their points

• Source: Loyalty Performance Index

Targeted Communications Deliver Real Value to

Customers

Loyalty is a two-way street

• Track your customer habits

• Invite your customer back

• Reward your customers loyalty

• Reduce Churn

• ROI is how your customer reward yours

SMS Potential

• 57% of consumers are happy to Opt into a brands SMS loyalty program

• 90% of mobile users who participated in an SMS loyalty program felt they had gained value from it

• SMS Marketing vouchers/coupons are 10 x more likely to be redeemed than direct-mail or newspaper advertising

• SMS marketing campaigns are opted out less than 5% of the time

• Consumers expect brands to embrace tech

Source: Digital Marketing Magazine

Say hello to Sally!!

Make redemption as easy as possible while also embracing technology

Analyse Results and Continually Improve Broadcasts

Q&A

Complimentary tours of The Aviva Stadium start at 9.10

(50 mins)

Thank You

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