Mobile Marketing Association

Andy Smith

Client Services Director

Eagle Eye Solutions

Mobile Marketing Association

Retail sector - Feeling Under the weather?

BRC : Spend Intentions all time low

Nielsen : 1/3 do not have spare cash

BDO : Rioting Blow – worst Month in 2 years

Non store Sales up 40%

Mobile Marketing Association

High Street Retail – In search of a tonic

Smartphone growth 50% YOY

Soon 50% viewing retail business site on mobile

13% of all retail queries are mobile

800% YOY increase in queries for coupons, vouchers & offers!

Mobile Marketing Association

6 C’s – A mobile vitamin supplementMOBILE COUPONING

Customer behavior

Connecting Digital Media & retail

Call to Action

Closing the loop

Confidence

Creativity

Mobile Marketing Association

6 C’s supplement – Customer behavior

68% of UK smartphone owners use it to help with shopping

28% use them to look for inspiration while shopping

15% use a phone to evaluate products while shopping

Vouchers paper to mobile 3:1

Mobile Marketing Association

6 C’s supplement – Connect Digital Media & Retail

13% mobile media under-spendDigital to Digital until now

Mobile Marketing Association

6 C’s supplement – Call to Action

Enabling mobile retail transactions

Exclusive promotion to all T-Mobile Customers advertised via mobile, TV, print and outdoor activityWeekly offer to all customers developing loyalty to T-Mobile and driving new customers to Blockbuster

Customer text in to request a mobile couponCoupons redeemed through existing Chip and PIN in all blockbuster stores in the UK. 400K redemptions

Request voucher

On Mobile site

Enter No.

05564094929

MESSAGES

£5 Blockbuster CouponPIN 1234567

Mobile Marketing Association

6 C’s supplement – Call to Action

Enabling mobile retail transactions

Request voucher

On Mobile site

Enter No.

05564094929

MESSAGES

£5 Blockbuster CouponPIN 1234567

• Better targeted, stronger offers

• Quick, easy & intuitive to redeem

• Engaging with brand through a device they love

Mobile Marketing Association

6 C’s supplement – Call to Action

Enabling mobile retail transactions

Request voucher

On Mobile site

Enter No.

05564094929

MESSAGES

£5 Blockbuster CouponPIN 1234567

• Offer drives customer to a POS transaction

• Existing technology, quick & easy to implement, minimal staff input

• Cost saving• Works Now! NFC future -

proofed

Mobile Marketing Association

6 C’s supplement – Closing the loop

Enabling mobile retail transactions

Request voucher

On Mobile site

Enter No.

05564094929

MESSAGES

£5 Blockbuster CouponPIN 1234567

DATA

Using the redemption data drives knowledgeBetter targeting & timing with less wastage

Mobile Marketing Association

6 C’s supplement – Confidence

Chip and Pin technology partners integrating with us include major providers and give many retailers almost instant mobile couponing capability

Examples of brands totaling £10’s of millions in transaction value, securely and without operational impact

Mobile Marketing Association

6 C’s supplement – Creativity Mobile Supplement

Example Activity

Medium

Drive Traffic Free Draw PressIncentivise Purchase

Discount 15%Value add offer

TV

Increase basket value

£5 when you spend £50

Web site

Promote app 50p coupon Mobile & social media