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©2015 Vibes All rights reserved. Confidential 1 #FutureofWallets Mobile wallets will become marketing platforms FEBRUARY 24, 2015

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©2015 Vibes All rights reserved. Confidential 1 #FutureofWallets

Mobile wallets will become marketing platforms

FEBRUARY 24, 2015

©2015 Vibes All rights reserved. Confidential 2 #FutureofWallets

Today’s speakers

THOMAS HUSSON VP, PRINCIPAL ANALYST FORRESTER RESEARCH, INC.

MATT STRINGER EVP, MARKETING THE MEN’S WEARHOUSE

Place pic

here JACK PHILBIN CO-FOUNDER, CEO VIBES

@Thomas_Husson www.linkedin.com/in/ mattstringersf/en

@JackPhilbin

1 MOBILE WALLETS WILL BECOME MARKETING PLATFORMS

© 2015 Forrester Research, Inc. Reproduction Prohibited 4 Source: Forrester Research

The future of mobile wallets lies beyond payments Offers & coupons

Product information

Mobile payment

Loyalty rewards

© 2015 Forrester Research, Inc. Reproduction Prohibited 5

Consumers expect many services to be included in a mobile wallet

Base: 3,396 US online adult (18+) smartphone users and 9,379 European online adult (18+) smartphone users Source: Forrester’s North American Consumer Technographics® Financial Services Survey, 2014 and Forrester’s European Consumer Technographics Financial Services Survey 2, 2014

© 2015 Forrester Research, Inc. Reproduction Prohibited 6

Payments fade into the background to cede place to a mobile engagement platform

© 2015 Forrester Research, Inc. Reproduction Prohibited 7

A service that lets consumers manage digitized valuables (offers, coupons, loyalty rewards, tickets, boarding

passes, gift cards, IDs, electronic receipts, or product information) from multiple brands and that enables

payment transactions.

Mobile wallets defined…

© 2015 Forrester Research, Inc. Reproduction Prohibited 8

Mobile experiences will move beyond apps

© 2015 Forrester Research, Inc. Reproduction Prohibited 9

Time spent on apps is concentrated among few apps - mostly social media and messaging today

Base: US: 1,930 online smarthpone owners (18+)

Source: Forrester’s Consumer Technographics® Behavioral Study, Dates Spanned (MM,DD,YY): 8,1,2014 - 10,31,2014

© 2015 Forrester Research, Inc. Reproduction Prohibited 10

Tomorrow, new apps will morph into marketing platforms. Mobile wallets will be one of them

Content Services

Mobile Wallet Coupons Flash sales

Contests Games

Apps Apps

In marketing, these mobile moments are:

FOR CMOS

Brief: Create Mobile Moments That Boost The Brand Experience 3

© 2014, Forrester Research, Inc. Reproduction Prohibited July 29, 2014

■ Borrowed moments drive discovery. Borrowed moments take brands to where their customers are already engaging in mobile on social networks like Facebook or Pinterest, message platforms like Snapchat or WeChat, or media properties like The Huffington Post or The New York Times. Third-party gaming apps, branded content, paid ads, or search insert brands directly into a consumer’s mobile experience. Toyota partnered with Pandora to create its own channel on the Internet radio service, delivering a curated music experience relevant to Toyota’s target audience members — directly to their phones and other Internet-connected devices. American Express is teaming up with Uber to leverage the mobile moments of the car service app’s customers.

Figure 1 There Are Three Types Of Mobile Marketing Moments

Source: Forrester Research, Inc.110283

Loyaltymoments

deepenestablishedrelationships

Manufacturedmoments

create anopportunity forengagement

Borrowedmoments

drive discovery

How Mobile Moments Build A TRUE Brand Experience

CMOs must elevate mobile from a tactical afterthought to a brand experience booster. Forrester’s TRUE brand compass provides CMOs with a framework to harness the power of mobile to deliver a superior brand experience and build a trusted, remarkable, unmistakable, and essential (TRUE) brand (see Figure 2):

■ Trusted: Be ready to deliver value when your loyal customers need it most. Frequency of mobile engagement can be less critical than being there to serve your customers in their moment of need. American Express focuses its mobile efforts on being there for their customers at the infrequent but critical “moment of truth” that may only happen one time to two times a year or less. For example, the credit card provider quickly resolves potential fraud cases through an interactive mobile experience once members are authenticated.

■ Remarkable: Manufacture moments around customer passion points to drive buzz. Give people something to talk about. Customers are more likely to talk about your brand if it is connected to a topic they are passionate about. Digital agency MRM//McCann created a rich mobile football experience called Intel Info Stream designed to connect UK technology management professionals with the Intel brand by enabling them to get closer to their favorite

FOR CMOS

Brief: Create Mobile Moments That Boost The Brand Experience 3

© 2014, Forrester Research, Inc. Reproduction Prohibited July 29, 2014

■ Borrowed moments drive discovery. Borrowed moments take brands to where their customers are already engaging in mobile on social networks like Facebook or Pinterest, message platforms like Snapchat or WeChat, or media properties like The Huffington Post or The New York Times. Third-party gaming apps, branded content, paid ads, or search insert brands directly into a consumer’s mobile experience. Toyota partnered with Pandora to create its own channel on the Internet radio service, delivering a curated music experience relevant to Toyota’s target audience members — directly to their phones and other Internet-connected devices. American Express is teaming up with Uber to leverage the mobile moments of the car service app’s customers.

Figure 1 There Are Three Types Of Mobile Marketing Moments

Source: Forrester Research, Inc.110283

Loyaltymoments

deepenestablishedrelationships

Manufacturedmoments

create anopportunity forengagement

Borrowedmoments

drive discovery

How Mobile Moments Build A TRUE Brand Experience

CMOs must elevate mobile from a tactical afterthought to a brand experience booster. Forrester’s TRUE brand compass provides CMOs with a framework to harness the power of mobile to deliver a superior brand experience and build a trusted, remarkable, unmistakable, and essential (TRUE) brand (see Figure 2):

■ Trusted: Be ready to deliver value when your loyal customers need it most. Frequency of mobile engagement can be less critical than being there to serve your customers in their moment of need. American Express focuses its mobile efforts on being there for their customers at the infrequent but critical “moment of truth” that may only happen one time to two times a year or less. For example, the credit card provider quickly resolves potential fraud cases through an interactive mobile experience once members are authenticated.

■ Remarkable: Manufacture moments around customer passion points to drive buzz. Give people something to talk about. Customers are more likely to talk about your brand if it is connected to a topic they are passionate about. Digital agency MRM//McCann created a rich mobile football experience called Intel Info Stream designed to connect UK technology management professionals with the Intel brand by enabling them to get closer to their favorite

FOR CMOS

Brief: Create Mobile Moments That Boost The Brand Experience 3

© 2014, Forrester Research, Inc. Reproduction Prohibited July 29, 2014

■ Borrowed moments drive discovery. Borrowed moments take brands to where their customers are already engaging in mobile on social networks like Facebook or Pinterest, message platforms like Snapchat or WeChat, or media properties like The Huffington Post or The New York Times. Third-party gaming apps, branded content, paid ads, or search insert brands directly into a consumer’s mobile experience. Toyota partnered with Pandora to create its own channel on the Internet radio service, delivering a curated music experience relevant to Toyota’s target audience members — directly to their phones and other Internet-connected devices. American Express is teaming up with Uber to leverage the mobile moments of the car service app’s customers.

Figure 1 There Are Three Types Of Mobile Marketing Moments

Source: Forrester Research, Inc.110283

Loyaltymoments

deepenestablishedrelationships

Manufacturedmoments

create anopportunity forengagement

Borrowedmoments

drive discovery

How Mobile Moments Build A TRUE Brand Experience

CMOs must elevate mobile from a tactical afterthought to a brand experience booster. Forrester’s TRUE brand compass provides CMOs with a framework to harness the power of mobile to deliver a superior brand experience and build a trusted, remarkable, unmistakable, and essential (TRUE) brand (see Figure 2):

■ Trusted: Be ready to deliver value when your loyal customers need it most. Frequency of mobile engagement can be less critical than being there to serve your customers in their moment of need. American Express focuses its mobile efforts on being there for their customers at the infrequent but critical “moment of truth” that may only happen one time to two times a year or less. For example, the credit card provider quickly resolves potential fraud cases through an interactive mobile experience once members are authenticated.

■ Remarkable: Manufacture moments around customer passion points to drive buzz. Give people something to talk about. Customers are more likely to talk about your brand if it is connected to a topic they are passionate about. Digital agency MRM//McCann created a rich mobile football experience called Intel Info Stream designed to connect UK technology management professionals with the Intel brand by enabling them to get closer to their favorite

© 2015 Forrester Research, Inc. Reproduction Prohibited 12

Mobile wallets will enable brands to reach out to all customers beyond apps

›  Wallets will complement not replace merchants’ own integrated apps

›  You don’t even need to have a branded app: notification alerts and app extensions

›  Open APIs integration and mobile advertising solutions to be embedded in mobile wallet campaign platforms

© 2015 Forrester Research, Inc. Reproduction Prohibited 13

Marketers can benefit from mobile wallet platforms

›  Ability to drive foot traffic and increase sales ›  Higher conversion rates versus mobile coupons

© 2015 Forrester Research, Inc. Reproduction Prohibited 14

Marketers plan to add mobile wallets to their marketing mix…

© 2015 Forrester Research, Inc. Reproduction Prohibited 15

Source: Interview with Forrester on July 17, 2014

“Many marketers believe that mobile wallets are only for retailers. We believe that everybody will tap into the

opportunity they offer once they reach scale. For us, adding digital ID cards to mobile wallets could simplify the customer

experience and deepen customer engagement.”

Patrick Feeney Director, Mobile and Emerging Technology

…and not just retailers

© 2015 Forrester Research, Inc. Reproduction Prohibited 16

Five things you should do now to serve your customers in their mobile moments

1.  Test existing mobile wallets’ marketing capabilities 2.  Plan for contextually relevant real-time offerings 3.  Mobilize loyalty program 4.  Regularly update branded content 5.  Tie together loyalty programs, coupons, product discovery, gift

cards and promotions

© 2015 Forrester Research, Inc. Reproduction Prohibited 17

Key takeaways

›  By adding marketing value beyond payments, mobile wallet platforms will emerge

›  New opportunities to engage customers in their mobile moments beyond your own integrated app

›  Develop contextualized offerings to serve your customers in their mobile moments

2 THE MEN'S WEARHOUSE MOBILE WALLET STORY

©2015 Vibes All rights reserved. Confidential 19 #FutureofWallets

Men’s Wearhouse

•  Founded in 1973

•  1,756 stores •  The Men's Wearhouse, Jos. A. Bank,

Moores and K&G stores

•  Full selection of suits, sport coats, furnishings and accessories

COMPANY OVERVIEW

©2015 Vibes All rights reserved. Confidential 20 #FutureofWallets

Focus on innovation that meets customer needs and wants

Our mobile vision and strategy

1 2 3Amplify the store experience

The customer is at the center of the digital customer journey

©2015 Vibes All rights reserved. Confidential 21 #FutureofWallets

Early adopter of Passbook STARTED IN EARLY 2013

#FutureofWallets

©2015 Vibes All rights reserved. Confidential 22 #FutureofWallets

50+ email campaigns in 2014

With the “Save to Phone” option

OR

©2015 Vibes All rights reserved. Confidential 23 #FutureofWallets

Exciting results from activating emails with wallet

ACTIVATING EMAILS WITH WALLET

• 10X increase in redemption from emails that had the “Save to Wallet” feature

• Expecting 7-figure sales results in 2015 from Passbook and Google Wallet

©2015 Vibes All rights reserved. Confidential 24 #FutureofWallets

ACTIVATING EMAILS WAS JUST THE BEGINNING…

The future started December 2014 with a multi-channel, multi-faceted mobile Holiday campaign

©2015 Vibes All rights reserved. Confidential 25 #FutureofWallets

Wallet content promoted across channels • Mobile Display Ads • Social • Web site • Email • SMS

Integrated mobile experience included • SMS • Mobile Web “Gamification” • Save to Wallet – Passbook &

Google Wallet

MULTI-CHANNEL MULTI-FACETED

2014 Holiday campaign

©2015 Vibes All rights reserved. Confidential 26 #FutureofWallets

2014 Holiday campaign

All CTAs drive to opt-in form to join SMS database with a chance to WIN incentive.

MULTI-CHANNEL DISTRIBUTION

Mobile Display Ads Social Web site Email

©2015 Vibes All rights reserved. Confidential 27 #FutureofWallets

2014 Holiday campaign multi-faceted mobile experience

SMS opt-in copy with link to experience

Rub phone to reveal savings

Save offer to Passbook &

Google Wallet

3. WALLET 2. GAMIFICATION 1. SMS

©2015 Vibes All rights reserved. Confidential 28 #FutureofWallets

Even more exciting results from the Holiday campaign

2014 HOLIDAY CAMPAIGN

• 166% increase in redemption vs. other digital couponing programs

• 35% increase in average order value (AOV) from the Wallet Holiday campaign

©2015 Vibes All rights reserved. Confidential 29 #FutureofWallets

Loyalty is up next

Mobilizing the PERFECT│FIT loyalty program

©2015 Vibes All rights reserved. Confidential 30 #FutureofWallets

Key learnings and suggestions 1. Put the customer at the center of your

digital customer journey

2. Define a holistic mobile strategy

3. Activate all marketing channels with mobile marketing and mobile wallet – social, display ads, email, web site, direct mail, search

4. Build a robust SMS database

5.  Integrate Wallet with your own App

6. Select a partner who can help with strategy and execution – future focused SaaS platform

7. Get started… yesterday

3 MOBILE WALLET BEST PRACTICES

©2015 Vibes All rights reserved. Confidential 32 #FutureofWallets

The mobile landscape Mobile marketing !

Mobile advertising!

Mobile !experiences!

!Mobile services! !

mobile!display!

ads!rich!

media!ads!

apps!

mobile web experiences!

m-commerce! Mobile !media !buys!

mobile wallet"

marketing"

QR!codes!

SMS !MMS!

mobile!database!

loyalty program activation!

service !alerts!

targeting & !segmentation!

push !notifications!

payments!

Programmatic (RTB)!

service!apps!

mobile"coupons"

mobile wallet"

advertising"

©2015 Vibes All rights reserved. Confidential 33 #FutureofWallets

New marketing platforms

launched September 2012

Added loyalty and offers September 2013

REWARDS CERTIFICATES LOYALTY CARDS OFFERS & COUPONS

©2015 Vibes All rights reserved. Confidential 34 #FutureofWallets

Benefits of mobile wallet FOR THE CONSUMER • Convenience • Timely reminders (expiring offers) • Location triggered notifications

FOR THE MARKETER • Great way to drive foot traffic • Higher conversion vs mobile web coupon • Ability to update content and offers

©2015 Vibes All rights reserved. Confidential 35 #FutureofWallets

Apple Pay

Mobile Wallet Marketing

Opportunity

Your brand needs to be right here next to your

customers’ credit cards

©2015 Vibes All rights reserved. Confidential 36 #FutureofWallets

All marketing roads lead to wallet

SMS EMAIL POS ADS LOYALTY SOCIAL APPS DIRECT MAIL

Get content saved in the

wallet

WEB

©2015 Vibes All rights reserved. Confidential 37 #FutureofWallets

Toyota / Epsilon – direct mail to wallet

Consumer receives text bounce-back

Consumer adds to Passbook

Consumer texts-in or scans

QR code

FRONT

BACK

©2015 Vibes All rights reserved. Confidential 38 #FutureofWallets

Toyota / Epsilon – direct mail to wallet

Consumer receives text bounce-back

Consumer adds to Google Wallet

Consumer texts-in or scans

QR code

FRONT

BACK

©2015 Vibes All rights reserved. Confidential 39 #FutureofWallets

All marketing roads lead to wallet

SMS EMAIL POS ADS LOYALTY SOCIAL APPS DIRECT MAIL

Get content saved in the

wallet

WEB

©2015 Vibes All rights reserved. Confidential 40 #FutureofWallets

Old Navy

Customers are given the paper Super Cash coupon at POS, the CTA prompts them to text in their redemption code also located on the back of the coupon.

SUPER CASH

FRONT

BACK

©2015 Vibes All rights reserved. Confidential 41 #FutureofWallets

Mobilizing Super Cash

The customer texts their redemption code and immediately receives the subscription prompt to subscribe to Super Cash Alerts as well as their unique URL to save their Super Cash Coupon.

©2015 Vibes All rights reserved. Confidential 42 #FutureofWallets

Mobilizing Super Cash

Mobile Web Google Offer Google Offer

©2015 Vibes All rights reserved. Confidential 43 #FutureofWallets

All marketing roads lead to wallet

SMS EMAIL POS ADS LOYALTY SOCIAL APPS DIRECT MAIL

Get content saved in the

wallet

WEB

©2015 Vibes All rights reserved. Confidential 44 #FutureofWallets

Home Depot – email to wallet

Activate emails with

mobile wallet OR

©2015 Vibes All rights reserved. Confidential 45 #FutureofWallets

All marketing roads lead to wallet

SMS EMAIL POS ADS LOYALTY SOCIAL APPS DIRECT MAIL

Get content saved in the

wallet

WEB

©2015 Vibes All rights reserved. Confidential 46 #FutureofWallets

Gap Love Notes campaign

©2015 Vibes All rights reserved. Confidential 47 #FutureofWallets

Gap – SMS to Wallet

!

a very special plaid shirt responds

©2015 Vibes All rights reserved. Confidential 48 #FutureofWallets

Gap – SMS to Wallet

!

©2015 Vibes All rights reserved. Confidential 49 #FutureofWallets

All marketing roads lead to wallet

SMS EMAIL POS ADS LOYALTY SOCIAL APPS DIRECT MAIL

Get content saved in the

wallet

WEB

©2015 Vibes All rights reserved. Confidential 50 #FutureofWallets

Pep Boys – mobile web to wallet

Visit PepBoys.com on your phone. Click on “Coupons” to get the wallet experience.

OR !

!

©2015 Vibes All rights reserved. Confidential 51 #FutureofWallets

Pep Boys impressive results WITH PASSBOOK & GOOGLE WALLET

saved to Wallet

26% in-store

redemption

30%

©2015 Vibes All rights reserved. Confidential 52 #FutureofWallets

All marketing roads lead to wallet

SMS EMAIL POS ADS LOYALTY SOCIAL APPS DIRECT MAIL

Get content saved in the

wallet

WEB

©2015 Vibes All rights reserved. Confidential 53 #FutureofWallets

Mobile banner ad mobile wallet experience

+

GAP

©2015 Vibes All rights reserved. Confidential 54 #FutureofWallets

Future of mobile & social advertising

MOBILE WEB

TRY IT OUT Open this link

on your phone: OR OR www.vibes.com/style

©2015 Vibes All rights reserved. Confidential 55 #FutureofWallets

All marketing roads lead to wallet

SMS EMAIL POS ADS LOYALTY SOCIAL APPS DIRECT MAIL

Get content saved in the

wallet

WEB

©2015 Vibes All rights reserved. Confidential 56 #FutureofWallets

Sears mobilizes “Shop Your Way”

©2015 Vibes All rights reserved. Confidential 57 #FutureofWallets

All marketing roads lead to wallet

SMS EMAIL POS ADS LOYALTY SOCIAL APPS DIRECT MAIL

Get content saved in the

wallet

WEB

©2015 Vibes All rights reserved. Confidential 58 #FutureofWallets

Men’s Wearhouse – app to wallet APP MOBILE WALLET

©2015 Vibes All rights reserved. Confidential 59 #FutureofWallets

All marketing roads lead to wallet

SMS EMAIL POS ADS LOYALTY SOCIAL APPS DIRECT MAIL

Get content saved in the

wallet

WEB

©2015 Vibes All rights reserved. Confidential 60 #FutureofWallets

Men’s Wearhouse – social to wallet SOCIAL MOBILE WALLET

©2015 Vibes All rights reserved. Confidential 61 #FutureofWallets

All marketing roads lead to wallet

SMS EMAIL POS ADS LOYALTY SOCIAL APPS DIRECT MAIL

Get content saved in the

wallet

WEB

©2015 Vibes All rights reserved. Confidential 62 #FutureofWallets

SaaS platform

Catapult™ makes mobile wallet management easy

CATAPULT Mobile wallet

metrics

Single “smartlink”

Manage Passbook &

Google Wallet in one

interface

Manage locations (geo or iBeacon IDs)

©2015 Vibes All rights reserved. Confidential 63 #FutureofWallets

Build for iOS & Android

Wallet manager Make sure to build solutions for both iPhone and Android users.

©2015 Vibes All rights reserved. Confidential 64 #FutureofWallets

Key takeaways

Determine wallet use cases for your business

Get started with email.. it’s fast and easy

Leverage location-based triggers to drive engagement for your loyalty program

Select a platform that makes it easy to actively manage and monitor performance

Get started today!

©2015 Vibes All rights reserved. Confidential 65 #FutureofWallets

Get the Forrester Mobile Wallet Report

www.vibes.com/MobileWalletReport

©2015 Vibes All rights reserved. Confidential 66 #FutureofWallets

Questions for ours speakers?

THOMAS HUSSON VP, PRINCIPAL ANALYST FORRESTER RESEARCH, INC.

MATT STRINGER EVP, MARKETING THE MEN’S WEARHOUSE

@Thomas_Husson www.linkedin.com/in/ mattstringersf/en

Place pic

here JACK PHILBIN CO-FOUNDER, CEO VIBES

@JackPhilbin