uniquely coded ‘one-use-only’ vouchers for real-time ... · shift of advertising spend into the...

Uniquely coded ‘one-use-only’ vouchers for real-time

redemption and reporting

POCKETvouchers Ltd / Call our sales and marketing teamon NZ 0800 P VOUCHER or [email protected]

Introduction

POCKETvouchers is a proprietary platform (‘campaign engine’) which creates and manages trackable mobile voucher campaigns for brands and retailers. We track voucher redemption through our network of integrated retailers via a POCKETvouchers ‘redemption plug-in’ that we’ve embedded into their POS system. Each and every POCKETvoucher voucher contains a unique code that is validated via this redemption plug-in. The redemption plug-in talks to the PV platform in real-time ensuring each voucher is valid and is only used once. Real-time redemption also allows for a streamlined discount settlement process and enables comprehensive campaign insights and analysis to be gathered. POCKETvouchers is the market leader for digital vouchering, having delivered campaigns for many of Australasia’s leading retailers, brands, manufacturers and agencies.

The Market

As newspaper readership declines and consumers increasingly look online for savings, digital coupons are gaining signi�cant momentum. Digital coupons represent the fastest growing segment of the coupon industry, and accounted for 10% of all coupons redeemed in 2012, up from 1% in 2006. The market for online coupons is expected to reach $5 billion in 2011, with mobile accounting for just 15% of the overall digital market. However, ARCchart expects mobile’s share of the digital coupon market to steadily grow over the coming years, generating revenues of $9 billion by 2016. What’s driving this growth?

Increasing Smartphone penetration and usage:

Australia has one of the highest rates of smartphone adoption in the world at 52%, a significant increase from last year’s figure of 37%.

74% of people don’t leave home without their device and 65% of people access the internet on their Smartphones at least once a day.

Explosion of coupon and daily deal behavior:

55% of consumers express an interest in mobile coupons but only 10% have actually received one from a merchant.

Shift of advertising spend into the mobile channel:

Nearly three-quarters of marketers are increasing mobile marketing budgets and/or shifting budget to mobile from other marketing programs by an average of more than 20 percent


The POCKETvouchers Solution

The POCKETvouchers solution solves a number of existing pains for brands, retailers and consumers and delivers signi�cant value to all members of the value chain through one-use-only real-time voucher validation.


Redemption Methods

The POCKETvouchers redemption plug-in has been developed so that it can easily integrate with all modern retailer POS systems for real-time voucher validation.

The platform is already directly integrated with a range of POS vendors including Triquestra, POS Perfect, Menu Mate, Wizbang, SwiftPOS and BePOS. Many other leading POS vendors have already been contacted and had the integration with the redemption plug-in scoped. Along with directly integrating with in-store POS systems, the POCKETvouchers plug-in can also integrate with ecommerce sites and other online portals.


Reporting

The POCKETvouchers platform allows all activity to be tracked from the moment it is requested/sent through to when and where it is redeemed. This has a range of bene�ts ranging from measuring the e�ectiveness of di�erent media channels, through to exact ROI by tracking redemption rates and incremental spend.


Reporting Continued


Reporting Continued

Incremental Spend and Basket Data:Depending on the level of POS integration achieved, POCKETvouchers can give retailers the ability to e�ectively track incremental spend and basket data from transactions involving a POCKETvoucher redemption.

Customer Data Analytics:The POCKETvouchers platform also allows retailers and brands to match up redemption behaviour with existing customer database and demographics.


The POCKETvouchers Engine


Case Studies

Digital Engagement

Print Engagement

Monteith’s Brewing Company used digital media to leverage NPD and create a brand database for additional communication

Export Gold took a full page print ad to leverage their sponsorship and drive sales.

Redemption of the o�er was at 44% after the �rst week and 33% of all respondents opted into the brand database


Case Studies Continued

Ad Shell EngagementBecks beer engaged almost 17,000 consumers across NZ’s main metros with 42% of consumers who engaged going on to redeeming their o�er

An APP was also created for extended engagement and increased consumer usability

Ad Shell & Radio Engagement


Database Engagement

BIG FIZZ wanted to extend their “stink summer” creative idea and shout consumers a 2 for 1 voucher at any Z service station around NZ. Redemption �nished at 22%

McKenna Bourbon engaged almost 10,000 consumers and achieved 33% redemption with a high value o�er


RETAIL: Database Activation


POS Engagement

Selak Wines wished to reward only their Double Clink database members and they did this by embedding a unique one-use-only alphanumeric code into each database email (rather than a generic keyword that could go viral and be used by non-database members)

Victorian Pale Ale wanted to use peak time foot tra�c to drive quiet time foot tra�c via “in-bar” POS


On Site Engagement


Database Acquisition

Coca-Cola increased their association with snow sports and sampled Coke Zero to a large and captive audience. Redemption was at 68% with quiet time foot tra�c and incremental spend being the result for each on mountain café

Heineken reached its target of 5,000 new database members in just weeks and 37% went on to redeem the o�er in bar




The Tui Brewery got over 26,000 new database members and 29% (7,600) of these went on to redeem in bar




Carlton Draught wanted to drive foot tra�c and sales via in-bar POS, Facebook and eDM. The promotion achieved a redemption rate of 49%




An email was sent to 45,000 existing V Energy database members

Over 8,000 members updated their details, with 24% of these guys going on to redeem their PV for a free V


Volume & Loyalty


To drive sales of its Up&Go product, Sanitarium placed a unique code on each SKU. This resulted in over 35,000 entries to receive Rebel Sport credit and a redemption rate of 68%

Heineken wanted to drive loyalty, volume and on/o� premise consumption. 12,000 entries were received and 78% of people who entered one code, then went on to enter a further two (resulting in a highly engaged set of consumers)


Volume & Loyalty

Gift With Purchase


Promotional Activity Leverage

Light n Tasty created a nice brand association whilst engaging over 11,000 consumers. 6,600 of these engaged consumer went into a Body Shop to redeem their voucher

Monteith’s Brewing Company leveraged their Wild Food Challenge by giving consumers two free beers when they purchased a wild food dish at any participating restaurant


Sponsorship Leverage




SamplingDare Iced Co�ee wanted to sample their co�ee en mass to university students. They did this with POCKETvouchers


Sampling


Macs Cider wanted to “own summer” with its new pear �avoured cider. They did this with POCKETvouchers


BRAND: Digital media engagement


Schweppes wanted to increase the number of views of their brand ad for Solo. Redemption was in any 260+ United Petroleum stores and �nished at 22%



FB Page Engagement

Leverage of a Creative Idea

Ice Break (no added sugar) Iced Co�ee used Facebook to giveaway samples of their new product. The giveaways drove increased engagement with and ‘likes’ for the brand via their Facebook page

Farmers Union Iced Co�ee was ‘gifted’ from ‘mate to mate’ and from ‘state to state’ thanks to POCKETvouchers



Increasing Asset Engagement

Sampling Via Group Buy Site

Fanta already had a digital asset for consumer engagement but wanted to increase the number of consumers who used the asset. Being able to win free Fanta ensured engagement levels increased

The redemption partner was Freedom Fuels and the o�er “sold out” within a few hours


Volume & Loyalty


RETAIL: Mass Media Measurement

Over 25,000 consumers entered (there were 125,000 promotional packs in market), 25% went on to redeem and sales of the new product smashed forecast for KFC

Subway wished to test their ‘paid for’ media and ‘free’ media. Engagement with each channel was reported separately (by using di�erent keywords) and a redemption rate of 32% drove a fantastic commercial result


Database Acquistion


Database Acquistion21,000 new “Liquorland Locals” and a redemption rate of 30% drove an amazing brand and commercial result


Database Acquistion


Sales Channel

Over 20,000 consumers joined the Rebel Sport database and 24% went on to redeem their o�er

BP drove sales of a high margin product and foot tra�c into each of its Perth outlets


RETAIL: Group Buy Voucher Validation


RETAIL: Online Gift Vouchers

POCKETvouchers is Grab One’s exclusive redemption partner via POS for New Zealand. Grab One use PV’s POS integrations where o�ers are multi-site (ie: large retail and/or hospo chains) and/or where their customers demand redemption via POS (as opposed to Grab One supplied portable tablets)

The Briscoe Group has added online functionality for consumers to send gift vouchers (as POCKETvoucher text messages) to their mates anywhere in NZ. This has created a new revenue channel for their stores


uniquely coded ‘one-use-only’ vouchers for real-time ... · shift of advertising spend into the...

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