Weitere ähnliche Inhalte Ähnlich wie How national retail marketers are using 'Shop Alerts' location-based marketing programs to drive value for their customers and their bottom line Ähnlich wie How national retail marketers are using 'Shop Alerts' location-based marketing programs to drive value for their customers and their bottom line (20) Kürzlich hochgeladen (20) 1. ShopAlerts Location-based Mobile Marketing
Location Business Summit
Amsterdam
April 28, 2010
Anne Bezançon
Founder & President
© 1020 Inc., Proprietary and Confidential, 2009
2. Company Overview
History Technology Business Units
Founded 5 years ago in San Proprietary technology can ADVERTISING &
Francisco digest any expression of MARKETING SERVICES
Developed a digital location and formulate a - Marketing and
platform with location as normalized output Advertising programs
the foundation Normalized data output can be for multi-location
Strong team with utilized for content serving as marketers
competencies in digital well as location based PLATFORM PARTNERSHIP
media, mobile, and geo- advertising and marketing - NAVTEQ
location - Alcatel Lucent
Venture funded - RIM
- Eventful
© 1020 Inc., Proprietary and Confidential, 2010
3. Problem 1: Producing a Clean Location Data Set
Publisher: Mapping Site Business: Bank of America
One Bryant Park Branch # 4565
Ave of the Americas Sixth Avenue at 42nd St
at 42nd Street New York, NY 10036
New York, NY 10036
iPhone User: Store Locator Android User: Latitude App
lat/long coordinates
Advertiser: McDonalds Publisher: Real Estate Site
1 Bryant Park Wi-Fi Network: Park Hotel
1111 6th Ave
6th at 42nd 1111 Avenue of the Americas
New York, NY 10036
NY, NY New York City
All of these semantic expressions of the same location are correct,
but very difficult to identify as the same location
© 1020 Inc., Proprietary and Confidential, 2010
4. Problem 2: Adding Content By Location, At Scale
Many different needs for managing geo-relevant content:
• increase relevancy for targeting or
• enable monetization tied to calls to action
• Enhance the user experience
Many different types of content:
• Dynamic: event info, tweets, traffic info, weather information
• Redemption mechanisms: coupons, bar codes, promotion codes
• UX Enhancements: UGC, reviews, pictures, videos, icons…
Content is continuously changing, from many sources
Many different content file types and formats:
• CSV, XLS, JPG, XML, AVI, …
© 1020 Inc., Proprietary and Confidential, 2010
5. Problem 3: Publishing Content on a 1:1 Basis at Scale
4 Items/
1 Location Day 500 Stores Comprehensive Reporting/Analytics
© 1020 Inc., Proprietary and Confidential, 2010
6. Placecast Platform Enables Many Applications
Enriched User Experience Monetization
Social Sponsored
(Check-in) Map Icons Paid
Local
Discovery Search Ads
Display Ads
Augmented
Reality Decisioning Layer Location-
Content Delivered to User Based on Place and Time based Alerts
Enriched Content
(e.g. Coupons, Hours of Operation, Weather, Traffic)
Base POI
(Address, Business Name)
X, Y
© 1020 Inc., Proprietary and Confidential, 2010
8. Location-based Mobile Marketing
Customer opts in to receive messages Customized virtual geo-fences are
from Ralph Lauren created for ANY physical location
Push-based access the customer’s “always
on” mobile device
Innovative, measurable technique for
increasing store traffic
Deliver relevant content and information EXAMPLE:
to customers based on time & place Geo-Fence Surrounding
Broadway Plaza Shopping Center
Extend marketing programs to customers Walnut Creek, CA
while they are shopping
© 1020 Inc., Proprietary and Confidential, 2010
9. Flexible Promotion & Opt-in
Brands promote the program across virtually any consumer touch point.
Mobile
Social Networks
In Store
Web
Email
Rewards Program
© 1020 Inc., Proprietary and Confidential, 2010
10. Location-based Analytics
Key Metrics include…
• Active participants
• Opt-ins
• Opt-outs
• Volume of messages delivered
by location and location type
• By day of week
• By time of day
• Volume of triggers by location
and location type
• Trigger – notification that
opt-in consumer is within a
geo-fence where a message
is not delivered due to
business rules
• Trending across all key metrics
© 1020 Inc., Proprietary and Confidential, 2010
12. Consumer Panel
SONIC REI AMERICAN EAGLE
SONIC views ShopAlerts as REI has a unique connection AEO’s audience has short
having tremendous with their co-op members and attention spans and are
promotional potential for the great outdoors. They look “heavy texters”. They want to
competing in the “Burger to reach them at their passion reach them in their favorite
Wars” points while hiking, biking, hang out – the mall.
Location: Atlanta Metro and skiing. Location: Atlanta DMA
Promotion across mobile web, Location: SF Bay Area Promotion across mobile web,
rewards card members, and Promotion across mobile web, SMS program, social networks,
SMS program. and customer email program. and customer email program.
Launch Date: 10/15/09 Launch Date: 11/1/09 Launch Date: 11/15/09
© 1020 Inc., Proprietary and Confidential, 2010
13. Likelihood to shop/store visit
For 79%, ShopAlerts increased participants likelihood to shop
© 1020 Inc., Proprietary and Confidential, 2010
14. Post Receipt Response Time
ShopAlerts had both immediate and latent impact
• Most common time to respond was 1-3 days
© 1020 Inc., Proprietary and Confidential, 2010
15. Likelihood Over Time
Likelihood to shop from the location-based messages became more
positive over time
• 79% rated 6-10 in Survey 3 vs. 70% in Survey 2
© 1020 Inc., Proprietary and Confidential, 2010
16. Purchase Impact
65% made a purchase as a result of a ShopAlert
The alerts increased overall shopping activity
• 21% bought the exact item featured, while 38% bought something else and 6%
bought the exact item and something else
© 1020 Inc., Proprietary and Confidential, 2010
18. What consumers like about location-based mobile marketing?
1. It’s permission-based. Consumers opt-in and set their
frequency and message preferences.
2. It’s convenient. They’re time-starved and want to know
about relevant promotions and offers where and when it
matters most.
3. It’s relevant. They receive information and promotions that
are most interesting to them.
© 1020 Inc., Proprietary and Confidential, 2010
19. Stop by our table in the exhibitor area…
Watch the ShopAlerts video, take a brochure
Drop of your business card to learn more
Mobile Marketing Research Report: blog.placecast.net
Anne Bezançon
President
(o) +1 415 501 9752
anne@placecast.net
© 1020 Inc., Proprietary and Confidential, 2010
