finish line: leveraging context to delivery hyper-personalized experiences
TRANSCRIPT
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Finish Line: Leveraging Context to Deliver
Hyper-personalized Experiences
Stephanie Trunzo, Chief Operating Officer | Aaron Shook, Executive Software Architect
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Customer Loyalty and Mobile Applications1
The Finish Line Challenge2
The Winners Circle App Solution3
Mobile Moments4
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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.
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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
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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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6www.PointSource.com
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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7www.PointSource.com
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
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Capture context and understand intent
Personalize information
Engage your loyal customers!
3 Steps to Customer Engagement
1
2
3
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Photo by Kristiina Wilson, Refinery29.com
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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
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www.PointSource.com11
Winners Circle Mobile App Objectives
Rapid Response
Updates
Enhanced In-Store
Experience
Streamlined
Rewards Access Geo-
targeting Integration
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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
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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
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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
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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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17www.PointSource.com
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
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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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19www.PointSource.com
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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20www.PointSource.com
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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21www.PointSource.com
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