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Instant Mobile Experiences: How to Create Unique In-Store Marketing Opportunities


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Are you an onsite store that needs a location app or responsive site?

80% of consumers use mobile devices inside a store to enhance their shopping experience. So what does that mean for YOU? Maybe it means you need to start bringing your in-store marketing onto a mobile platform experience for your consumers.
Learn the value of onsite experiences at stores and cafes using apps and wifi, gamification, ibeacon technologies, responsive sites, and wearable technologies.

Published in: Mobile

Instant Mobile Experiences: How to Create Unique In-Store Marketing Opportunities

  1. 1. Speakers Kate Swanberg Director of Product Marketing Koombea Matt Flamman VP of Business Development @koombea #MobileExperience
  2. 2. Agenda Kate Swanberg: - Everything is mobile: Mobile usage trends worldwide and in the US - On-site mobile and consumer behavior - Mobile user engagement techniques, how to do it - Future trends Matt Flamman: - What is Wi-Fi marketing and how to use it - Mobile marketing best practices - example @koombea #MobileExperience
  3. 3. You know it! Everything is mobile… Mobile usage trends
  4. 4. Mobile changes the way we buy and sell. In 2014, 1 in 3 US consumers said smartphones were the most important shopping tool. 80% of consumers use mobile devices inside a store to engage their shopping experience, up from 64% in 2012. Source: DnC @koombea #MobileExperience Think redlaser, retailmenot, groupon, cnet, the find.
  5. 5. @koombea #MobileExperience The most common? Comparison shopping (59%), searching for coupons (48%) and product reviews (47%), obtaining additional information (29%). Retail stores are the top venues for consumer mobile usage (31%), followed by restaurants (21%), service-related venues (19%) and financial institutions (15%). CHASE excepted checks in their mobile channel.
  6. 6. @koombea #MobileExperience Emma Crowe, VP of client strategy for Somo “50 % of shoppers believe they are better informed than sales staff and store associates, in part because of what mobile connectivity allows them to do ”
  7. 7. What are mobile consumers experiencing in your store? @koombea #MobileExperience
  8. 8. “You walk into Walmart check your phone for a better price… or you just go buy on Amazon Instead!” @koombea #MobileExperience
  9. 9. Amazon’s one-click is too convenient. Has this happened to you? @koombea #MobileExperience
  10. 10. Preferred locations of mobile use by US smartphone owners @koombea #MobileExperience Generated on OurMobilePlanet
  11. 11. @koombea #MobileExperience Generated on OurMobilePlanet
  12. 12. @koombea #MobileExperience The question is how do we take in-store marketing and make it a mobile experience?
  13. 13. @koombea #MobileExperience There are many ways to do it: 1. Mobile app campaigns 2. Beacon technologies 3. Mobile apps w advantage in push notifications 4. Gamification in apps 5. Wi-Fi
  14. 14. Mobile App Campaigns 1. @koombea #MobileExperience
  15. 15. Success story 1: @koombea #MobileExperience IKEA catalogue app offers the user an interactive experience, for example through a feature that allows the users to project the images of furniture into their own houses.
  16. 16. @koombea #MobileExperience Success story 2: Starbucks mobile app offers fast and easy payment features that enhance user experience. Additional offers and perks like the Pick of the Week program are used to engage the customer.
  17. 17. @koombea #MobileExperience Beacon Technologies, are you using them yet? 2.
  18. 18. @koombea #MobileExperience Beacons are low-cost hardware, small enough to attach to walls or countertops. They are types of transmitters that can deliver targeted information to a user’s mobile device whenever they go near it with an enabled app. They alleviate the limitations of GPS and Wireless signals indoors. What is Beacon Technology? Sources: Business Insider,
  19. 19.
  20. 20. Want to buy them? Want to buy them? Go to their website: http:// @koombea #MobileExperience
  21. 21. @koombea #MobileExperience What does it have the potential to do?
  22. 22. @koombea #MobileExperience The Major League Baseball (MLB) gave fans an interactive experience through the use of Beacons. Fans who had the relevant app installed could receive useful information on their phones, like the map of the stadium, a digital version of their ticket, merchandise offers and additional information of the team. Success story:
  23. 23. @koombea #MobileExperience It’s vital that they only interrupt their mobile customers to add value to their day… not to disrupt it.
  24. 24. @koombea #MobileExperience The beauty of push notifications 3.
  25. 25. Sources: CNET, ComputerWorld, Business Insider Push notifications are a powerful way to engage users, so long as you don’t overuse them. Incorporation of Beacon and iBeacon technology for Location-specific push notifications. Allows retailers to target specific locations & demographics. Mobile users are more likely to continue using an app if they are actively engaged and incentivized. @koombea #MobileExperience
  26. 26. @koombea #MobileExperience Example: An iPhone user with the Best Buy app Installed on their device walks by a storefront or in-store display which triggers a push notification advertising a flash sale “30% off LCD TVs” or offers loyalty program as an incentive.
  27. 27. @koombea #MobileExperience Push messaging campaigns can be highly successful and result in a 50% increase in open rates compared to email. messaging-campaign
  28. 28. @koombea #MobileExperience Ask users to opt in to push notifications upon app install or after the first time they use an app. Highlight the benefits of opting in & Be transparent about how users can opt out later. Create user segments & use targeted language. Don’t batch & blast everyone! Push Notifications Best Practices:
  29. 29. The initial rush will be towards annoying push marketing, the real value will come from enriching customer experiences, e.g. 1. Logging where I parked my car 2. Allowing me to show my shopping list against the physical store layout 3. Enable rich content relevant to the product I am in front of @koombea #MobileExperience Caution
  30. 30. Bad Blast @koombea #MobileExperience
  31. 31. @koombea #MobileExperience Targeted Message
  32. 32. @koombea #MobileExperience mobile-push-notifications-an-effective-but- underused-marketing-channel/ precise-art-of-mobile-push-notifications/ Push Notifications Resources
  33. 33. @koombea #MobileExperience Gamification 4.
  34. 34. Success story: Betterworks @koombea #MobileExperience
  35. 35. @koombea #MobileExperience A fun way to boost user engagement & loyalty is by “gamifying” your app. Creating contests and leaderboards. Offering virtual currency or prizes (hey bitcoin!) Providing an in-app centralized hub that offers videos, merchandise, tutorials of your product / app.
  36. 36. @koombea #MobileExperience Example: A local coffee shop builds out an app that allows users to pre-order their coffee and pick up in-store. The app allows users to “check-in”, from here leaderboards are generated by frequency of check-ins and orders. Discounts could be offered to high scoring customers, and who knows, perhaps the next time a user picked up their coffee there was a free T-Shirt waiting for them as well. Simple really, and companies like FourSquare have been massively successful with very similar models.
  37. 37. Success story: Badgeville @koombea #MobileExperience Badgeville is a business gamification company that helps increase user engagement. It provides companies with the right platform to measure and influence user behavior. It specializes in community engagement, omni- channel commerce, customer acquisition.
  38. 38. @koombea #MobileExperience - Zichermann, Gabe; Cunningham, Christopher (August 2011). "Introduction". Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps (1st ed.). - "Gamification by Kevin Werbach". University of Pennsylvania/Coursera. https:// Gamification resources
  39. 39. @koombea #MobileExperience Consumer shopping trends will continue to move towards mobile because of its ever- increasing ease of use and mobility. The introduction of Beacon & iBeacon technology brings with it implications of future incorporation of technology for analytics, engagement, and marketing in retail and beyond.
  40. 40. @koombea #MobileExperience Wi-Fi 5.
  41. 41. H O W W E U S E W I F I T O C R E AT E U N I Q U E 
 I N - S T O R E M A R K E T I N G O P P O R T U N I T I E S
  42. 42. 2 0 1 4 WA S T H E F I R S T Y E A R W E S P E N T M O R E T I M E , P E R D AY, O N O U R M O B I L E D E V I C E S T H A N O U R D E S K T O P S A N D L A P T O P S .
  43. 43. S I N C E T H E B E G I N N I N G 2 0 1 4 , M O B I L E M A R K E T I N G I S U P 2 0 0 % , B U T I T I S S T I L L U S E D B Y L E S S T H A N H A L F O F A L L M A R K E T E R S . 
 T H AT I N C L U D E S M A R K E T I N G P R O G R A M S U S I N G S M S , P U S H N O T I F I C AT I O N S , M O B I L E A P P S , O R L O C AT I O N - B A S E D F U N C T I O N A L I T Y 
 - 2 0 1 5 S A L E S F O R C E S TAT E O F M A R K E T I N G
  44. 44. KPCB Internet Trends Report
  45. 45. S O W H AT D O E S T H I S M E A N F O R W I F I ?
  46. 46. 7 1 % O F A L L M O B I L E C O M M U N I C AT I O N 
 C U R R E N T LY F L O W S O V E R W I F I 
 - W I F I A L L I A N C E
  47. 47. 8 2 % O F L A R G E T O M E D I U M - S I Z E D 
 - I H L G R O U P
  48. 48. 8 6 % O F S E N I O R - L E V E L M A R K E T E R S S AY T H AT I T ’ S A B S O L U T E LY C R I T I C A L O R V E RY I M P O R TA N T T O C R E AT E A C O H E S I V E C U S T O M E R J O U R N E Y. 
 - S A L E S F O R C E 2 0 1 5 S TAT E O F M A R K E T I N G
  49. 49. T O C R E AT E T H AT C U S T O M E R J O U R N E Y, M A R K E T E R S R AT E T H E S E 3 T E C H N O L O G I E S A S M O S T I M P O R TA N T 
 1 ) M O B I L E A P P L I C AT I O N S 
 2 ) M A R K E T I N G A N A LY T I C S 
 3 ) C R M T O O L S 

  50. 50. S O H O W D O E S S O C I A L S I G N . I N U S E W I F I 
 T O H E L P M A R K E T E R S W H O WA N T 
 T O I M P L E M E N T M O B I L E M A R K E T I N G 
 A C C O M P L I S H T H E I R G O A L S ?
  51. 51. W E A D D A M A R K E T I N G L AY E R O N T O P 
 O F G U E S T W I F I N E T W O R K S
  52. 52. Presented by Mike Perrone H O W S O C I A L S I G N . I N W O R K S Your customers don’t need to install any apps, and you’ll never need to give out a WiFi password again. Customers activate devices once with Facebook or email, allowing them to quickly connect at any location
  53. 53. A C H I E V E A N Y M A R K E T I N G G O A L Email
 acquisition Mobile app
 download Social likes & engagement Traffic to your 
 website or any URL
  54. 54. Presented by Mike Perrone 917-796-8424 E A S Y T O U S E T O O L S API & CSV downloads to easily connect with CRMs and apps you already use A real time analytics dashboard that’s actionable and easy to understand Social data insights to help you connect with your customers
  55. 55. No additional hardware
 necessary. Personalized calls to action in minutes. Immediately learn about your customers. G E T S TA R T E D I N M I N U T E S
  56. 56. 4xMONTHLY APP DOWNLOADS 41xROI ON EMAIL ACQUISITION 500% MORE FACEBOOK ENGAGEMENT Y I E L D T H E H I G H E S T E N G A G E M E N T S U C C E S S S T O R I E S “Using, we’ve seen app download conversions as high as 55% at the world famous Apollo Theater!” Dexter Upshaw Jr.
 Digital Media Producer 
 Apollo Theater Foundation, Inc.
  57. 57. T H A N K Y O U Matt Flamman 631-807-6494
  58. 58. Have questions? We are here to help. Email us at @koombea #MobileExperience /koombea @socialsignin