Mobile Marketing 101

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Mobile Marketing 101

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Mobile Marketing 101 Fundamentals in mobile marketing implementation Industry Trends & Statistics 57% consumers would like to receive mobile coupons Deloitte 100M ... – PowerPoint PPT presentation

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Title: Mobile Marketing 101

1
Mobile Marketing 101 Fundamentals in mobile
marketing implementation
2
Industry Trends Statistics

57 consumers would like to receive mobile
coupons Deloitte
100M forecasted users of mobile coupons by 2010
Juniper Research
3Bn mobile coupons issued by 2011 Juniper
Research
1 redemption rate for printed coupons CMS
Inc.
5 redemption rate for mobile coupons Juniper
Research
7Bn redemption value of mobile coupons by 2011
Juniper Research

Mobile marketing is here. Are you prepared?
3
Why are retailers investing in mobile marketing?
Cost Savings
Increased Redemption
Lower Costs, Increase Sales while being more
environmentally friendly
4
Real Life Implementations of Mobile Marketing
5
Mobile Phone Applications in Retail
gt100 million trees are used each year for paper
coupons 2.8 million automobiles emit the same
amount of carbon emissions created to dispose of
paper coupons
Electronic Loyalty
Mobile Coupon Redemption
Mobile Payment
In-Aisle Promotions
Support the Green initiative, while improving
your bottom line
6
Advertising Text to Action

How It Works
Advertise using normal marketing methods
- Print, billboard, TV, web, etc.
Call-to-action is text a keyword to a short code
Customer will get an automated response with
promotional offering
Customer can redeem promotion at store location
Customer Benefits
Selectively accept promotional offers
Easier call to action than website, phone or fax
Always have the coupon on your person
Retailer Benefits
Increased redemption rate, increases revenue
Allow customer to immediately react, increasing
likelihood of success
Reduced costs with automated back-end
Environmental image

CodeBroker www.codebroker.com CellFire
www.cellfire.com RocketBux www.rocketbux.com
Demonstration Text Honeywell to 78527 (Powered
by CodeBroker, Verizon does not apply)
7
Online Browsing-Based Promotions

How It Works
Customer downloads app to mobile phone
Retailer registers with servicer provider
(CellFire)
Retailer posts promotional offers online to the
CellFire website
Customers browse using app, download promotions
of interest
Redeemed at the store through scanning of code or
hand keying promotional code
Customer Benefits
No more clipping coupons
No more forgetting paper coupons at home
Retailer Benefits
Reduce cost of printing coupons
Higher redemption rate
Targeted geographic audiences

Visit www.cellfire.com to see retailers already
taking advantage
8
In-Aisle Promotional Offers

How It Works
In-aisle kiosks or Bluetooth hotspots stationed
throughout the store
Customer activates their Bluetooth network on
their phone
Downloads and offers can be pushed to the phone
based on store location
Customer Benefits
Real time promotional offers
Dont have to carry additional paper discounts
Retailer Benefits
Corporate image Green and environmental
Improved customer satisfaction

More advanced systems required and customer must
be tech savvy
9
Mobile Payment E-Gift Card

How It Works
Unique ID created and linked to pre-paid account
Unique ID encoded in bar code
Bar code distributed to customer via phone
Upon each transaction, scan bar code to debit the
account
Customer Benefits
Never forget your gift card at home
Reduced wallet size
Retailer Benefits
Corporate image Green and environmental
Reduced costs minimizing printed cards
Improved customer satisfaction

Avoid the costs of printing 1000s of gift cards
per year
10
Electronic Loyalty Cards

How It Works
Download app to phone
Select store
Type enter loyalty number
Present phone to cashier at checkout
Customer Benefits
Increased savings by always having their card
No hassle lost cards or oversized wallets
Retailer Benefits
Corporate image Green and environmental
Reduced costs minimizing printed cards
Improved customer satisfaction

Scanaroo www.scanaroo.com
CardStar www.mycardstar.com
WalletZero www.walletzero.com
Royalty Rewards www.royaltyrewards.com
CodeBroker www.codebroker.com

Customers are downloading and attempting to use
these apps TODAY!
11
Direct Marketing to Mobile Phones

How It Works
Target audience pulled from database
MMS/SMS distributed to customer mobile phones
Message contains bar code or link to promotional
code offering
Customer presents code at time of checkout
Customer Benefits
Promotions sent directly to phone
Easier redemption and always on your person
Retailer Benefits
Corporate image Green and environmental
Reduced costs with less printed paper
Increased sales with higher redemption rates

Get promotional offers to customers faster and
more effectively
12
5 Rights of Mobile Marketing
13
Mobile Marketing Value Chain
Right Customer
Right Bar Code
Right Scanner
Right Promotion
Right Provider
Target a specific set of customers that have
similar buying habits so you can offer the
To maximize redemption rates and increase sales
by sending the
Who will optimize the bar code for size and
orientation on each unique mobile phone so that
the
That contains all the necessary information
through the
Can ensure the highest read rate and customer
throughput.
Bar Code Scanner Manufacturer
Retailer Marketing or Outsourced Agency
Mobile Marketing Solution Provider
This can result in an increase in redemption rate
by 500
14
Right Provider One size does NOT fit all
?
O
P
With over 1000 unique phones, look for a partner
who can render for your demographic and needs
15
Right Provider One symbology does NOT fit all
?
O
P
Altering size and ratio of code can result in no
read scenarios
16
Right Provider Every phone is unique
P
P
P
Each phone has optimal symbologies and
orientation to improve reading
17
Right Scanner Technology
O
P
LASER Scanner
2D IMAGER
PROBLEM LCDs do not reflect light
SOLUTION Take a picture with an imager
REQUIRED Reflection from each SPACE
Digital Imagers essentially take a Black White
picture of the screen and process the image in
Software
18
Right Scanner Form Factor Preference
Fixed Position
Presentation Scanners
Hand-Held Scanners

Ideal Use Case
Low volume transactions (lt5 items)
Large/bulky items
Tethered to Aux port of bioptic
Retail Industries
Specialty store
Discount secondary scanner
Grocery - secondary scanner

Ideal Use Case
Fixed reading
Integrated into other equipment such as kiosks
Retail Segment
Grocery
Discount
Large store footprint

Ideal Use Case
Mid-volume transactions (5-15 items)
Majority of items are smaller sized
Swipe scanning for faster throughput
Retail Segments
Specialty Store
Convenience Store
Pharmacy

Select scanner on transaction size, SKU type and
checkstand layout
19
Anatomy of a Win
20
The Situation
Customer Top 10 U.S. Retailer
Industry Retail
Application Mobile Couponing
The Challenge

Traditional printed coupons provide an average
redemption rate of 1, and are becoming less
popular with the younger demographic.
Consumers are always forgetting or leaving behind
printed coupons, causing frustration at the time
of checkout that the discount is not awarded
What tools are available to retailers to
drive better ROI on marketing promotions,
reach demographics not currently receptive to
traditional marketing campaigns, and
iii) better track individual behavior

21
The Solution
Honeywell Product Focus 1690
Other AIDC and IT equipment CodeBroker Mobile Couponing Software

Nationwide deployment of a subscription-based
mobile couponing service
Consumer can register online and provide his/her
mobile phone number to receive monthly
promotional offers
CodeBroker delivers a highly optimized PDF417 bar
code based on each individual model of mobile
phone
Consumer presents their mobile phone at the time
of checkout where it is scanned by the Honeywell
Focus 1690
Required no POS software modification

22
The Experience and Results

Started with pilot projects in one and then
multiple stores led by marketing
Goals were to test scanning, cashier behavior,
redemption rates, learn about other potential
issues
Store operations involved at each step in the
process
No POS modifications required. No integration
required for pilots
After successful testing, rolled out nationally
Has been a highly visible success for marketing
and they expect it to drive significant revenue

23
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 5,000 15,000 35,000
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.
Contact a Honeywell representative for more
information
24
Things to Remember

Mobile marketing can be used in a variety of
applications
Payment, Promotions, Loyalty
Five Rights
Right customer more targeted campaigns
Right promotion real time and customized by
customer segment
Right bar code they are not all the same
Right provider campaign delivery and bar code
optimization
Right scanner imaging device, not laser
The benefits can be huge
500 Increase in promotional sales due to higher
redemption rates
Reductions in marketing expense, eliminating
paper and advertising fees
Green corporate image

No change to POS SW if just replacing printed
codes with mobile
25
Dynamic Gateway Solution (DGS)

If the Point of Sale software does not handle the
extra data desired in a mobile marketing
campaign
DGS (Dynamic Gateway Solutions) offers an
intermediary device that can parse, validate, and
redeem mobile coupons and deliver a pre-formatted
standard coupon code back to the POS device.
Redemption, loyalty, and other data is parsed out
and validated via a connection to the internet
and APIs that sync to the mobile coupon
providers site.
Sits between Point Of Sale and barcode scanner
Works with various Mobile Coupon providers
Does not requite Point Of Sale software
integration