Mobile MarketingVartech 2011

Honeywell.com

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Industry trends & statistics• “In 2015, shoppers around the world are expected to spend

about $119 billion on goods and services purchased via mobile phones. That number represents about 8% of the total e-commerce market” - ABI Research, 2010

• “In the U.S., m-commerce sales are expected to more than triple to upward of $7 billion by 2014 from about $2 billion today.” - Booz & Company, 2010

• 3 billion mobile coupons issued by the end of 2011 – Juniper Research

Mobile Marketing is here. Are you prepared?

Honeywell.com

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Honeywell.com

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Benefits of going mobile

Targeted Audience

Real Time Ubiquitous Chic

No Printed Paper

No Shipping Fees

No Waiting In Line

No Real Estate Restrictions

Honeywell.com

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Four aspects of “Mobile Marketing”

Mobile marketing isn’t just coupons anymore

Mobile Coupons Mobile Payment

Mobile Point Of Sale Mobile Apps

Mobile Coupons

Honeywell.com

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One size does NOT fit all!

Your Mobile Coupon partner must render accordingly

??

Honeywell.com

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One symbology does NOT fit all!

Each application has an optimal symbology & orientation

Honeywell.com

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Text to action

How It Works

1. Advertise using normal marketing methods- Print, billboard, in-store, TV, web, etc.

2. Call-to-action is texting a keyword to a short code or signup via website

3. Customer will get an automated response with promotional offering

4. Customer can redeem *promotion at store location

* Promotion can be for more than 1 item

Demonstration: Text “imager” to 78527 (Powered by CodeBroker)

Honeywell.com

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How It Works

1. Customer downloads app to mobile phone

2. Retailer registers with service provider

3. Retailer posts promotional offers based on region, demographic, or other criteria.

4. Customers browse using app, download promotions of interest

5. Redeemed at the store (scanning of code or hand keying promo code) or purchased directly from the app.

Browsing/region based promotions

Download the apps and try yourself!

Mobile Payment

Honeywell.com

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The best real world example…

http://www.youtube.com/watch?v=i9FhnIGhOqY

Honeywell.com

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Mobile payment & e-gift cardHow It Works

1. Unique ID created and linked to pre-paid account

2. Unique ID encoded into Bar code and distributed to customer via mobile phone app

3. Upon each transaction, scan bar code to debit the account

Never forget your gift card at home again!

Honeywell.com

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What’s next for mobile payment?

The next generation of payment is mobile

• Personal Shopper Apps

– The next generation of self-checkout

– Tied to Credit card or PayPal account

• NFC (Near Field Communication)

– Wave your phone to pay for almost anything

– Tied to credit card, PayPal, Phone Bill on back end

– Requires new payment hardware investment

Mobile Point Of Sale

Honeywell.com

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What is mobile point of sale?• Complete checkout solution in the palm of the

store employees hand

• Form factor of these devices is getting smaller, lighter, more versatile

• Device integrates an MSR, Barcode scanner, optional wireless printer

• Connectivity options for both inside and outside the 4 walls

Eliminate real estate restrictions, the POS is everywhere!

Honeywell.com

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Where does mobile point of sale fit?

• Larger ticket, lower volume sales

• Line Busting for higher volume stores

• Airlines (in flight purchases)

• Outdoor venues (sports, concerts, etc)

Eliminate real estate restrictions, the POS is everywhere!

Mobile Apps

Honeywell.com

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Mobile apps

• Airline boarding passes

• Shopping lists

• Personal Shopper apps

• Loyalty cards on phones

Customers get added value by using apps

Honeywell.com

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Electronic loyalty cardsHow It Works

1. Download app to phone

2. Select store

3. Type loyalty number into app

4. Present phone to cashier at checkout

5. Some apps jumping the gun on retailers

Customers are attempting to use these apps TODAY!

Wrap Up

Honeywell.com

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Mobile applications in retail

Mobile Point of Sale

Mobile Payment Electronic Loyalty Mobile Coupon Redemption

Honeywell.com

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Things to remember

• There is overlap between all the topics covered here

• The trends are certain, Mobile is here and now!

• Customers are driving Mobile faster than some retailers are prepared for

• The in-store technology must support Mobile Marketing

Honeywell.com

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Technology requirementsLASER Scanner

REQUIRED:Reflection from each SPACE

2D IMAGER

PROBLEM:LCDs do not reflect light properly

SOLUTION:Take a picture with an imager

Legacy laser scanners must be upgraded

Honeywell.com

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Honeywell & CodeBroker evaluation program

  Package A Package B Package C

Honeywell Area-Imaging Bar Code Scanners(Xenon 1900 and Genesis 7580 scanners only)

Up to 5 Up to 20 Up to 50

CodeBroker Campaign Management SW Y Y Y

# of Promotions 1 2 2

# of Texts per Promotion 2,500 5,000 10,000

Duration of Promotion 2 weeks 1 month 2 months

List Price* Contact a Honeywell Representative*Expenses related to the installation and integration of hardware is the responsibility of the retailer and is not included in the price of an evaluation package.