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Capturing Customers on Your Doorstep –Personalized Proximity Marketing
8th October 2015
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission - Page 2
Today we will look at how Smartphones can make untargeted, irrelevant
communications a thing of the past.
Cat Food?
Whatever!
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But first, a quick history lesson. In just 20 years, mobile phones have conquered the
world and it is the Smartphone that now drives global growth.
Source: Informa
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Last year, Indonesia added nearly 40 million new Smartphone users – the fourth
highest total and not far behind the USA.
* Mediacells
New Smartphone Users 2014*
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And in 2015, Indonesia will again be a key driver of the global growth of Smartphone
technology.
* GfK Target Setter projections
Growth by Value Ranking 2015*
India
China
Indonesia
South Africa
Brazil
1
2
3
4
5
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In terms of mobile web traffic, Indonesia is also at the top-end, with half of all web
pages served to mobile phones.
Indonesia
#4
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The proportion of mobile web traffic is also certain to grow. Youngsters in the U.S.
access their iPhones more than 120 times a day – definitely higher in Asia!!
Source: Kantar
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To take advantage of evolving browsing habits, websites are optimizing their m-
commerce capabilities to capture users at the moment of interest.
Pictures from Twitter, Facebook, Google
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And at the same time, advertising spend is being diverted from traditional to internet
mediums. Mobile forecast to double its share by 2017.
Source: ZenithOptimedia
Share of global adspend by medium (%)
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However, “with great power comes great responsibility” (thanks Spiderman!)
Consumers are bombarded with hundreds of untailored, digital promotions every day.
Short-term uplift
No long-term customer relationship
Irritating user experience
Users put off buying the product
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Retailers and brands need tools to break through the noise to deliver…
RIGHT OFFER RIGHT PERSON RIGHT PLACE RIGHT TIME
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Customer data Content delivery
EYC’s OfferBeam is a geo-targeting platform for delivering your message precisely
when and where it will have the greatest impact on shopping behavior.
EYC web portal
Campaigns
OfferBeam location technology embedded in your mobile app
CRM data
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There are 3 ways in which OfferBeam can influence your shoppers.
Firstly, “on the go”…
Encourage browsing the top deals “for
me” via a personalized circular
Receive a push notification about my
favorite product with an engaging offer
just prior to my weekly shopping trip
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…or in the home via “smart” reminders based on location and purchase frequency.
Save $1 when you buy any
L’Oreal hair care product!
OfferBeam analyzes Amy's purchase
frequency and also finds she may be
running low on shampoo.
OfferBeam sends a message to
Amy’s phone.
Amy is delighted by the timely
message and drives to her local
Swensons to make the purchase.
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App Interactions are Geo-tagged and time stampedSecondly, strategically place geo-fences allow you to welcome and reward shoppers
near your stores as well as defend against lapsing to competitors.
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App Interactions are Geo-tagged and time stampedOfferBeam’s unlimited geo-fencing capabilities allows retailers to reach shoppers in
creative and relevant ways. Test Learn Scale up = Greater ROI $$$
Competitor Locations Community Events
Life Stage Promotions e.g. Schools Sporting Events
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And thirdly, when shoppers are in your store…
Engage shoppers at the moment of decision for maximum impact
increase basket size and category repertoire.
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App Interactions are Geo-tagged and time stampedDrive incremental sales after prescription pickup with strategically placed beacons
1. A customer enters
your store to pick up a
prescription
2. When they arrive at the
pharmacy, a beacon
detects their smartphone
3. A second beacon placed near
the vitamin aisle triggers a
message on their phone
Take $2 off any CVS
vitamin purchase!
Launch
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Select
customers
Loyal Opportunity
NewLapsed
Finally, EYC can help you build a CRM program in collaboration suppliers along with a
proven targeting & allocation engine for campaign execution EYC Amplify
Build plan with
merchandise
Build plan
with suppliers
Build
offer pool
Category and brand
objectives
Align with promotions
Timing
Level of commitment
Offer allocation – personalise offers to customersMulti-channel
communication
Cat
ego
ry b
uyi
ng
beh
avio
ur
Brand buying behaviour
Build CRM
strategy
Customer objectives
Marketing alignment
Campaign
programmes
Roles and
responsibilities
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The result? Delighted, engaged shoppers ready to deliver a greater return on your
loyalty investment.
Ooh, great!
I’ll buy
some now.
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Capturing Customers on Your Doorstep
Please join us at the Symphony EYC booth for more
information on our OfferBeam and Amplify solutions.
Or email [email protected]
Thank you!