Today’s mobile customers are more promiscuous than ever. 84% on smartphone owners use the mobile whilst shopping, and are more likely to believe the ratings and reviews of others than the brand promise. This session looks at how mobile has become the battleground for retaining and converting your customers with personalised, time and location sensitive triggers to drive footfall, engagement and basket spend.

1. ©
Burner
Mobile
2013
@burner_mobile
Rob Thurner, Burner Mobile!
3 October 2013!
Mobile CRM –
Winning trust and long term loyalty

2. ©
Burner
Mobile
2013
@burner_mobile
Rob Thurner - Mobile consultant, author, trainer
Ø 10
years
in
mobile
Ø Consultant,
Burner
Mobile
-­‐
American
Express,
Barclaycard,
BeAair,
Heineken,
Ladbrokes,
Richemont
Ø Author,
Mobile
Guides
-­‐
10
key
decisions
for
mCommerce
success
-­‐
Winning
with
Mobile:
CreaMng
a
strategy
for
Mobile
MarkeMng,
Mobile
Commerce
and
Mobile
CRM
Ø Digital
Tutor
and
Trainer
-­‐
Clients
direct,
IDM,
IAB,
Econsultancy,
Emarketeers

3. ©
Burner
Mobile
2013
@burner_mobile
The traditional funnel

4. ©
Burner
Mobile
2013
@burner_mobile
Customer journeys – now more complex!

5. ©
Burner
Mobile
2013
@burner_mobile
What’s their mobile behaviour?!

6. ©
Burner
Mobile
2013
@burner_mobile
Which segment do they belong to?!

7. ©
Burner
Mobile
2013
@burner_mobile
SEO Terms
Used
Call centre
inquiries
Site logs
Orders
Email/Mobile
response rate
Data
Warehouse
Single
Customer
View
Standard
Business
Intelligence
Tool
Mobile : The Holy Grail?

8. ©
Burner
Mobile
2013
@burner_mobile
Mobile’s unique strengths!
Build !
the largest connected !
audience!
!
Automate!
a customer lifecycle !
messaging program!
!
Use Intelligence!
to increase productivity!
and relevance!
Engage!
drive the right content!
in the right time & place!
!

9. ©
Burner
Mobile
2013
@burner_mobile
Focus on customer acquisition!
Mobile
advertising
Site +app
development
Social
Mobile
Mobile PPC

10. ©
Burner
Mobile
2013
@burner_mobile
Focus on long term loyalty!
Mobile
advertising
Basic app-
development
Messaging
Data
Integration
CRM & Loyalty
Programmes
Coupons
Social
Mobile
Mobile PPC

11. ©
Burner
Mobile
2013
@burner_mobile
Capture and analyse customer data!

12. ©
Burner
Mobile
2013
@burner_mobile
Source:
Weve
Weve : mobile one-stop-shop

13. ©
Burner
Mobile
2013
@burner_mobile
Source:
Weve
Results with Weve
Ø Target > 15m opted in audience
Ø Messaging
achieves
CPA
targets
~
£25
-­‐
£120
Ø Typical
CTR’s
range
from
0.1%
–
2.5%

14. ©
Burner
Mobile
2013
@burner_mobile
Mobile
Engagement
Registration
Page
App install
Dwell time
on mobile
site
Browse
product
page
Email sign
up
Drive Call
Centre
traffic
Ratings &
Reviews
What’s your objective?!

15. ©
Burner
Mobile
2013
@burner_mobile
Choosing the right CRM channel !
Source:
Adobe
Neolane

16. ©
Burner
Mobile
2013
@burner_mobile
SMS alerts : drive sales!

17. ©
Burner
Mobile
2013
@burner_mobile
Email : re-engage lapsed users!

18. ©
Burner
Mobile
2013
@burner_mobile
Ø
Log
in
to
a
local
Domino’s
on
Foursquare
and
receive
a
free
side
order
(when
spending
over
£10)
Ø
Foursquare
Mayor
gets
a
free
Pizza
every
week
Ø
Domino’s
UK
increases
pre-­‐tax
profit
by
nearly
29%,
aeributed
to
social
media
iniMaMves
and
Foursquare
promoMon
“
We
have
led
the
way
with
social
media
iniMaMves
...
the
development
of
a
link
up
with
Foursquare
offers
a
dual
benefit
of
driving
pizza
sales
online
and
building
customer
loyalty.”
Domino’s
UK
CEO
Chris
Moore
Foursquare deals - drive sales & loyalty
!
!
Source:
www.mashable.com

19. ©
Burner
Mobile
2013
@burner_mobile
Harvester : coupons!
Banner
advertising
Unique
voucher
code issued
Mobile
landing
page
Added to
Apple
Passbook
POS
redemption
Reporting
29.5k 16k 690
Page Visits Offers Issued Offers
Redeemed
Redemption
rate:
4.3%
£3.41
Cost per
Redemption
Conversion
rate:
54%
Results:
Source:
Eagle
Eye
SoluMons

20. ©
Burner
Mobile
2013
@burner_mobile
Ø Check
and
charge
up
your
Starbucks
Card
Ø Pay
with
your
iPhone
or
iPod
Touch
at
U.S.
Starbucks
stores
Ø Locate
a
mobile
payment
Starbucks
near
you
Ø Track
your
Starbucks
Rewards
program
Starbucks Card Mobile
fastest, easiest way to pay

21. ©
Burner
Mobile
2013
@burner_mobile
Sites : tracking user
journeys
Ø Which pages
will improve
leads?
Ø Where are
quick wins in
improving
conversion?

22. ©
Burner
Mobile
2013
@burner_mobile
Conversion Rate Optimisation !
Constant improvement!

23. ©
Burner
Mobile
2013
@burner_mobile
Apps : tracking user journeys !
Source: Localytics Demo

24. ©
Burner
Mobile
2013
@burner_mobile
Deliver offers to re-engage !
Source: Localytics Demo

25. ©
Burner
Mobile
2013
@burner_mobile
In-app push notifications
• Timely
• Relevant
• Useful
• Preferences
• Location
• Behaviour
• Location
history
Her profile Your content
10 x greater response rate than email
8 x faster bookings compared to other channels
4 x app engagement for push v non-push sample
Results reported from customers:
Source:
Urban
Airship

26. ©
Burner
Mobile
2013
@burner_mobile
Segmentation: Location & profiles
Location historyCurrent location
Do not disturb 10 pm – 7 am
Send me deals and offers
Send me news and updates
User preferences Data integration
CRM POSFavorites Purchases
Mobile behaviour
Device info
Source:
Urban
Airship

27. ©
Burner
Mobile
2013
@burner_mobile
Automated responses
If VIP:
If not VIP:
Apply to the VIP
Club for a chance to
win backstage
passes!
VIPs: Meet U2
backstage at the
MGM Grand
Source:
Urban
Airship

28. ©
Burner
Mobile
2013
@burner_mobile
Macy’s – pushing targeted offers !
(Segment based)!
Use existing content
Enable customers to add
offers to Passbook
Make offers more
actionable
Source:
Urban
Airship

29. ©
Burner
Mobile
2013
@burner_mobile
Burberry – promoting store opening!
(Location based)
Use location, preferences, and
purchasing history to segment
audiences
Delight users with highly
contextual messages
The Burberry Store Opening Event
is today in the Macy's Herald
Square Store!!
Macy’s!
Encourage in-store
visits
Source:
Urban
Airship

30. ©
Burner
Mobile
2013
@burner_mobile
Are
Audi
A4s
really
that
horrible
to
drive?
...drives like
there is a
drunk behind
the wheel
I
feel
ripped
off
–
even
though
the
game
was
free!
Just
like
a
real
A4
–
it’s
boring
and
tedious
Capturing and sharing reviews

31. ©
Burner
Mobile
2013
@burner_mobile
Yelp – independent and trusted!

32. ©
Burner
Mobile
2013
@burner_mobile
Mobile integration!

33. ©
Burner
Mobile
2013
@burner_mobile
Mobile resource – Amazon ebook!

34. ©
Burner
Mobile
2013
@burner_mobile
rob@burnermobile.com
www.burnermobile.com
+44
7793
804419
@burner_mobile
Thank you