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