revolucija mobilnih kupona u retail industriji
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Prezentacija sa predavanja na konferenciji biZbuZZ 2011TRANSCRIPT
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What’s
so great about
the Great Depression
Robbie Williams, singer Song: Blasphemy
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Revolucija mobilnih kupona u Retail industrji
Aleksandar Petković @fivewho @mblnmrktng
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! CILJ - Motivisati kreiranje ekosistema Da li samo RETAIL? ! restorani ! kafići ! hoteli ! zabavni parkovi ! muzeji ! saloni lepote ! spa i fitnes centri ! ...
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! Vrsta digitalne karte (e-reprezentacija kupona)
! Isporuka i / ili potražnja – mobilnim uređajem
! Ostvariavnje popusta ili drugih povoljnosti
! Kupovina proizvoda ili plaćanje usluge
! Osnovni ciljevi primene: 1. POVEĆANJE PRODAJE 2. PROMOCIJA LOJALNOSTI KUPACA
Šta je mobilni kupon i čemu služi?
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! Lansiranje nove marketing kampanje ! Product ili service awarness ! Motivacija da kupac nešto PROBA ! Podsticanje uzastopne kupovine ! Oslobađanje nagomilanih zaliha ! Targetiranje specifičnog segmenta tržišta ! Ublažavanje prenaduvanih cena ! Odgovor na pritisak konkurencije ! Navlačenje kupaca na “elitne” (skupe) proizvode ! Kreiranje baze
Šta se sve može postići?
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! “FREE” ! “BUY-ONE-GET-ONE-FREE” ! “XX percent-OFF” ili “XX euros-OFF” ! Uzastopna kupovina ! Vremenski ograničen – datum, sat ili minut isteka ! Samo-uništenje: može biti samo jedan ! Kuponi koji se dodeljuju po relevantnosti ! Lokacijski kuponi za učešće u nagradnoj igri ! Univerzalni kuponi jednog proizvođača
DEAL-ovi koji se nude
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Ima tri faze: ! Isporuči kupon
! Iskoristi kupon
! Poništi kupon
ŽIVOTNI VEK KUPONA...
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Isporuka kupona PULL & PUSH: ! Mobilna aplikacija
! Bluetooth
! SMS, MMS & WAP
ŽIVOTNI VEK KUPONA...
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Isporuka kupona Formati kupona: ! SMS ! MMS ! Mobilna aplikacija ! Slika ili bar-kod ! URL ili e-mail
ŽIVOTNI VEK KUPONA...
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Iskorišćavanje kupona U realnom vremenu: ! Hardverski ! Softverski
Offline: ! Bez koda ! Sa kodom
ŽIVOTNI VEK KUPONA...
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Poništavanje kupona Ručno:
Jednostavniji softver... Tamo neki Excel file... Papir i olovka...
Automatski: Softver i hardver
ŽIVOTNI VEK KUPONA...
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Baza Vaših proverenih potrošača ! Zašto je bitno imati je? ! Kupovina baze – EPIC FAIL ! Koliko vremena je potrebno? ! Šta čini (dobru) bazu?
KOME SLATI KUPONE?
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Kako kreirati bazu potrošača? ! SMS kampanje ! Online formular ! Print formular
Poštovati zakonske propise!
KOME SLATI KUPONE?
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KAKO TO RADE USPEŠNI?
! Prost SMS OPT IN
! Sitna nagrada
! “Buy 1 get 1 free” SMS kupon
! SMS Bulk – DOUBLE OPT IN?
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KAKO TO RADE USPEŠNI?
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KAKO TO RADE USPEŠNI?
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KAKO TO RADE USPEŠNI?
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GLOBALNO TRŽIŠTE MOBILNIH KUPONA
! Brendovi vode sopstvene kampanje ! Sajtovi za grupnu kupovinu (Groupon...) ! SMS kuponi za sve telefone (ScoutMob.com) ! Agregatori mobilnih kupona (Yowza!! CellFire) ! Check-In kuponi i popusti (CheckPoints, 4SQ) ! Loyalty/Reward programi (CardStar...) ! Integracija sa socijalnim mrežama
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KAKO KREIRATI DOBAR PROGRAM MOBILNIH
KUPONA? ! ATRAKTIVNA ponuda
! Generisati JEDINSTVENE kodove
! Distribucija pravim ljudima u pravo vreme
! Jednostavna i pouzdana validacija kupona
! Analiza iskorišćenih kupona
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ŠTA KONCEPT ČINI DOBRIM? (sledi: Vaša pitanja)
! KOMERCIJALAN (PROFIT)
! STICANJE NOVIH POTROŠAČA
! USPEŠAN (TARGETIRANJE)
! RAZVOJ BRENDA
! BRIGA O POTROŠAČIMA
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HVALA NA PAŽNJI
Revolucija mobilnih kupona u Retail industrji