proximity – the future of consumer engagement
TRANSCRIPT
“Proximity”The Future of Consumer Engagement
David C. [email protected]
+358 41 535 1674bit.ly/dwinfin
Customer Engagement is at a Crossroads
…the FUTURE IS Proximity
Data overload means people are less engaged with the brand
PROXIMITY is about Relevancy
•Proximity is Preemptive •Preemptive information is information with relevancy.
Relevancy drives ACTION
It’s a Hard Trend
Case – Sensoro – China Chow Tai Fook
Demonstrates the Future Potential
237 (~10%) Stores Covered 24,694 vouchers claimed and
20,562 (>83%) redeemed.• Result: 16 million US$ revenue• Key finding – put the user in charge (~4,76 shakes per user)
•2016 – Sensoro Expands deploying 110.000 iBeacons covering public and private spaces.
THE NEXT WAVE
Proximity based Chatbotstelegram.me/Helsinki_bot
NO APP
No problem
Wallet is the Answer
Open a channel to the customers that
is also proximity triggered
Augment with new offers
notified by push. Reminded by
Beacons and/or Geo-coding
• Men’s Warehouse (USA) – One of the first to use already in 2013• Used email and traditional media always including the “download to Wallet” offers
Real World Cases
ResultMobile offers outperformed traditional by 10XOffer redemption was up by 166%Average order up by 35%
• World’s largest retailer of beauty products.
• 80% of their customers added their “Beauty Inside” card to their mobile Wallet.•Result• Wallet users spend 2x more
annually and buy twice as often
Sephora
Opportunity is now
• Early adapters lock in customers• Proximity needs to be part of the marketing mix• People are waiting for future – Why not give it to them
