Mobile retail summit 26 1-12 - incentivated

Integrating messaging and the mobile
web to reach the in-store shopper
Jason Cross
26th January, 2012

Copyright Incentivated Limited 2011 www.incentivated.com

Contents

Mobile is a hot topic
About Incentivated
Messaging and sites
Examples
Top Tips

Copyright Incentivated Limited 2011

Signiﬁcant ‘triple peak’ opportunity on mobile


State of the Nation

œ  Over the last 12 months brands have started to offer what consumers
were happy to do all the time
œ  With many sites looking the same, the opportunity now exists to:
˜  improve the UX/UI and so differentiate the offering
˜  offer implicit and explicit personalisation i.e. join up the web and mobile
sites
˜  deliver e-commerce best practice

œ  Provide complete mobile integration


Why invest in a mobile site?

œ  To boost performance
˜  51% are more likely to purchase from retailers
˜  85% show increased engagement with a retailer

œ  To keep customers
˜  40% would visit a competitor’s site instead
because of a disappointing mobile experience

Source: Compuware, “Why the Mobile Web is Disappointing End-Users”. March 2011


Mobile users have high expectations
58% of customers expect mobile sites to load more quickly than a desktop site

Mobile users value speed

38% of users are only willing to
wait 30 seconds or less to
complete a simple transaction.

Source: Compuware, “Why the Mobile Web is Disappointing End-users”. March 2011


And yet…

79% of large online advertisers
do not have a mobile-
optimised site

Source: Google GoMo, Jan 12


What does your website look like?
Half of UK firms fail to check their own website from mobile devices

œ  Of those that have
˜  41% admit their website has a reduced appearance
˜  36% offer reduced functionality

œ  The survey ( from 1&1 Internet) also finds that 65% of firms have not
optimised their websites for mobile usage
œ  So…


Incentivated - Mobile Specialists

œ  An independent technology company and marketing services agency
œ  10 years’ experience operating exclusively in the mobile marketing
sector
œ  We help our international client-base deliver integrated acquisition,
CRM and mCommerce campaigns and services through mobile

Attract Transact
(Acquisition ) Interact (mCommerce )
(mCRM )

Some of Incentivated’s retail & fmcg clients


Full service mobile with deep experience

œ  Technologies œ  Needs

˜  5 mobile formats ˜  3 key areas of client activity
Ù  EnterpriseMessaging (SMS, MMS etc) Ù  Acquisition

Ù  Mobile Internet Ù  After
Sales / CRM
Ù  Apps Ù  mCommerce

Ù  Short codes and QR codes

Ù  Location marketing

œ  Services
˜  2 consultancy oﬀerings
Ù  Creative

Ù  Strategy


www.incentivated.com
Visit our website to for more detail, product summaries and white papers


Why messaging?

œ Easy & convenient for your customers
˜  Sending
and receiving SMS is simple and familiar: an
everyday habit for over 90% of the population


Majority happy to receive 1 SMS per week

69% of those signed up to a 3rd party
database would like to receive
communication at least once a week
Cumulative %

Base: All respondents (1022)
Source: IAB/DMA Mobile Messaging Study September 2010


75% will opt-in, given the right incentive
Which of the following would make you more likely to opt in to

“
these type of services?
%

“Morrisons – their deals of the
week – if you knew that week it
[might] dictate where you
“
shop”

“ “It’s nice how they give “
advance notice [of sales etc.]
because they know you’ve been
there before”

Base: Base: All respondents (1022)


Once opted in
People become more positive to messaging “
“
[Texts are] normally from people [companies] you want to
hear from, so it isn’t a bane

+217% +243%

% %

Not opted in Opted in Not opted in Opted in
Messaging works best at grabbing your attention Messaging is the best way of receiving relevant and
and making you want to know more about a brand, personalised information about brands, products
company, product or service and services


And people understand the advantages “
“
(For vouchers) there is less chance of forgetting when you
go to the restaurant!

I don’t have to print anything out
↑40%

More relevant - I can choose to receive advertising that is relevant to my
personal tastes ↑71%

Not
opted-‐
Location-based - I can receive advertising that is relevant to the area I am in
↑43% in
Opted-‐in

Timely - I can receive advertising at a time which is useful to me ↑122%

10 20 30 40 50 60



Messaging is immediate
78% of people read messages within 5 minutes
Immediacy
of
reading
text
m essages
41
Immediately %
30
People
you
know
37
Within
5
m inutes
32 People
you
don't
know

10
Within
10
m inutes
10

10
Within
an
hour “
“
9
[If ] they are an alert they catch your eye – it
3 might be a friend – you always read to see
Longer
8 what its about

Delete
them
withour
reading 9



Why messaging?
No phone left behind > mobile allows optimised accessibility across all devices

œ  As part of the increasing move to digital service delivery, mobile
improves accessibility across all demographic segments. Mobile
overcomes the digital divide as mobile ownership surpasses that of
PC – and even the cheapest, lowest spec mobiles these days have
basic access to online services.


Why messaging?

œ  Puts your “Brand in the hand” of your customers


Comparison of apps and sites
Native app Hybrid app Web app Mobile site

+ Offline content + Offline content + Offline content + Access GPS
+ Access GPS + Access GPS + Access GPS + Do not have to
+ Control camera and use + Control camera and use + Functions just like an download app
of other native features of other native features app but do not have to - Can’t use camera or any
- Have to download app + Content easily download via app store - other native features
updatable Can’t use camera or any
- Have to download app other native features


Things to remember

œ  Deep-link mapping from desktop to mobile site
˜  Don t *just* optimise your home page
œ  Integration with existing back-oﬃce systems
œ  Promote your site/app
œ  Click-through from SMS using unique trackable link


Click-through from SMS & MMS
The campaign reaches out to those who sign up for picture (MMS) messages and text
(SMS) alerts with oﬀers, deals, promotions and news about M&S. This enables M&S to engage
with their customers through mobile directly and use it to complement existing DM and
email contact strategies.

2010 WINNER
Most Eﬀective Mobile CRM/Enterprise
Messaging Campaign

The ongoing campaign had recruited more than 700,000 opt-in customers to the
mobile database with a minimal opt-out rate.


Driving traﬃc in-store via SMS

M&S
Treat yourself with the
M&S Dine In For 2 for
£10. See the menu at M&S
http://mands.mobi/ M&S A little treat for you this
dine. Details in Make life easier with M&S Christmas from M&S
selected stores. Ends Christmas Food to Order M&S... Enjoy a special Spoil a loved one.
Tues. To stop txt SMS service. Last chance to Save 25% on M&S
STOP to 65006 15% off M&S online women's cashmere
order in store or online is until 20 Dec. Enter knitwear, hats,
3pm on 15 Dec. T&Cs code at checkout XXXX- scarves & gloves!
apply. To stop txt FOOD XXXXXX-XXXXXX. While stocks last.
STOP to 65006 Restrictions apply. T&Cs in store. To
stop txt MNA STOP
T&Cs at to 65006
http://mands.mobi/
online To stop txt DEAL
STOP to 65006


Exclusive card holder messages/ rewards

M&S M&S
Celebrate the magic of Christmas at
our M&S cardholder event on 10 & 11
1000 points worth £10 M&S Nov, at participating M&S stores. See
when you spend £110 Love Lingerie? Get invite for details. Plus make your
on M&S food & wine! weekend easier with the original M&S
£5 off when you
Show code 0858823 in Dine In for £10, in store from Thurs.
spend £30 on Details in selected stores. Ends Tues.
store. Ends 24 Dec.
lingerie at M&S! To stop send MNS STOP to 65006
T&Cs at http://
Show code
mands.mobi/tcs stop txt
PTS STOP to 65006 09887145 at the till.
Ends 13 Nov. T&Cs
online. To stop send
SMS STOP to 65006


Increase SMS length through concatenation
Maximise the information you can give to customers via SMS

œ  Concatenation allows messages to be
sent that are up to 444 characters long
˜  Regular messages only permit M&S Customer Services. Thank
you for your recent ﬂowers
order. Unfortunately, we cannot
160 characters take payment or process your
order. Please go on line or click
here to visit our made for
˜  Customer receives just 1 (longer) mobile site: https://
www.marksandspencer.com/gp/

message css/homepage and choose
change payment method to
resolve the issue.

œ  Allows M&S to give the customer more
information about their order
œ  More information could cut down on
the number of ‘clariﬁcation’ calls to call
centre


M&S Customer Services
SMS is a proven way of communicating quickly and efficiently with customers
œ  Over 90% of M&S CS outbound messages reach
customers handsets
œ  Where action is required SMS can deliver response
rates of 70% and more
œ  You can now link customers direct to the mobilised
customer service pages on your site
˜  Foreground this option to reduce call traffic

œ  SMS helps create call centre efficiencies
˜  Provide more information within SMS

˜  Automate calls to landline

˜  Send SMS & email from a single platform

˜  Automate SMS/Email broadcasts

High delivery rates, high response rate; SMS gets the message through

Closing the mobile customer service circle
Link customers directly to your mobile site – reduce call centre traﬃc

M&S Customer Services.
Thank you for your recent
ﬂowers order. Unfortunately,
we cannot take payment or
process your order. Please go
on line or click here to visit
our made for mobile site:
https://
www.marksandspencer.com/
gp/css/homepage and choose
change payment method to
resolve the issue.

Deep, trackable links to your mobile site delivers measurable responses


Text to landline
Automate outbound calling
œ  SMS to landline delivers messages to the
customer s landline number
œ  Message is read out to customer over phone
œ  Three main solutions oﬀering diﬀerent levels of
branding
˜  1) Standard solution
Ù  Network dependent
Ù  High-volume supported
Ù  Delivery receipt from operator

˜  2) Enhanced text-to-speech solution
Ù  Receipt acknowledgement from customer
Ù  Messages can be left on answer phones

˜  3) Pre-recorded solution
Ù  Same customer journey as enhanced solution
Ù  Pre-recorded templates using a brand voice


M&S mobilises CRM activity with messaging alerts

Business need The solution Results

This was M&S’s first venture into mobile The M&S mobile database grew •  700,000 opted-in customers as of
CRM. The aim was to increase their mobile significantly by exploiting various channels August 2010, exceeding the goal several
database size and communicate with (press, in-store, direct mail, email, times over
customers in a more relevant and timely magazines, and online) as well as text-to- •  Low opt-out rate of 0.61%
way. win competitions. •  Weekly positive ROI
•  Campaign triggered an increase in in-
Using this database, the campaign reached store purchases
out principally to customers who had
signed up for text alerts, with offers, deals,
promotions and news about M&S.

This meant that M&S could engage with

700,00
customers through the mobile channel
From M&S:
directly and use this new method to
Pssst! Want great deals compliment existing DM and email contact
across clothing & home?
strategies.

0
The M&S Sale starts
tomorrow! Beat the
new opted-in
crowds & get all your
Tailored messages were delivered to
customers
favourites. To opt out,
reply ALERTS STOP
subscribers every other week, targeting
M&S’s different segments, to drive footfall
OPTIONS BACK
in-store and therefore revenue growth.

0.61%
opt-out rate

Case study: Acquisition| CRM | Enterprise messaging beinspired@incentivated.com
Retail & automotive: M&S www.incentivated.com

Business need The solution

beinspired@incentivated.com
www.incentivated.com

Customer Feedback
Send SMS to 88858

Receive invite to
survey

Receive
acknowledgement

Answer via SMS Answer via WAPsite

Receive human 48 hours
response

Receive next question

Reply / converse with
human
Receive thanks for
participating

STOP


Results - Survey

œ  1. Would you have contacted the Helpline œ  4. To inform future service development, what
online or by phone if texting was not would be most useful from the NSPCC now?
available?

-‐ -‐ More
texts
-‐ -‐ Deﬁnitely
-‐ -‐ A
call
-‐ -‐ Probably
-‐ -‐ Online
resources
-‐ -‐ Probably
Not -‐ -‐ Posted
Informa<on

-‐ -‐ No

Source: July – September auto reports from iris


Targeted Advertising Lead Generation
Billboard SMS / Mobile

œ  Users text a call-to-action from OOH to Jaguar (524827)
œ  Receive a automatic response with a link to the 2011 XJ mobile site, which contains an XJ 360
Spin with color conﬁgurator, photos, video, and ringtones


Request a local test drive

eBrochure sent to email

Test Drive Request
www.jaguar.mobi/xj

2011 XJ Mobile Site Performance

•  Real sales of cars tracked back to initial SMS requests and site visits
•  Total of 3,751 mobile site sessions – for a luxury, high ticket item
•  630 landing page forms completed with 499 ebrochure requests
•  23% conversion of dealership location requests to actual test drives
•  1st tracked sale within 30 days of campaign live

Jameson’s – text and win
Mobile integrating with social media

Promoted in-store
Simple CTA
Compelling prize - &
instant win
Viral element
Linked to sampling
exercise
Data capture for
follow-up


Jameson’s text & win

œ Facebook
speciﬁc
Keyword


RBKC goes mobile in time for 2012 Olympic visitors

Business need The solution Functions

A mobile internet site was required to To promote the Borough’s diverse retailers, •  Optimised mobile site with CMS
provide tourist and visitor information for and as part of the Borough’s visitor strategy integration
the Royal Borough of Kensington and in the lead up to the 2012 Olympic and •  Location-aware services
Chelsea, particularly to support its strong Paralympic Games, we developed a mobile •  Advanced mapping solution with back-
mix of retailers and for 2012 Olympic internet site for RBKC to raise awareness of end integration with desktop site
visitors. its international tourist destinations.

The mobile site is integrated with the
desktop site’s CMS to deliver mapping and
information services for the Borough’s ﬁve
key tourist areas: Kensington; Notting Hill;
Sloane Square / King’s Road; Holland Park
and Knightsbridge.

The mobile site also features a full list of
attractions, events, museums, as well as a
complete shopping directory and an
interactive mapping solution. Users can
also access a broad range of restaurants,
bars, and hotels in the Borough.

Inspiration guide: Acquisition | CRM | Mobile internet | Location marketing beinspired@incentivated.com 2011
Public sector: Royal Borough of Kensington and Chelsea www.incentivated.com

Waitrose Christmas app

Business need The solution Results

To build an innovative ‘kitchen tool’ mobile Incentivated utilised Waitrose’s Christmas •  The first branded app to achieve “app of
app, giving Waitrose customers a helping brand paper textures to add fun to the real the week” in both the Apple and Android
hand in organising their Christmas. time animation. This element was designed app stores simultaneously
to make the customer want to open the •  Featured in the Apple App Store for four
app again and again. weeks and in the top 15 branded app
charts for 2010
The app was designed to be useful and •  Over 90,000 downloads in one month
not just a one-off download •  Recipes were viewed 500,000 times

•  Turkey Timer helped with cooking times
•  Canapé calculator for party perfectionists
•  Big Day Planner helped organise the
Christmas day activities
•  Share recipes with Twitter, Facebook and
email.
90,000
•  Gift finder with ‘shake for suggestion’ downloads in
a month 10%
500,00
0
recipe views

Case study: Acquisition| CRM | Apps beinspired@incentivated.com
Retail & automotive: Waitrose www.incentivated.com

Tesco to expand its reach with feature phone Clubcard app


To bring Tesco’s Clubcard mobile app to The suite of Clubcard mobile phone •  Reaches consumers who actively look to
feature phone users, accounting for applications, which were previously only download apps for their phones,
approximately 61% of Tesco’s UK mobile available on a selection of smartphones, improving brand recognition.
subscriber database. now includes a Java version that runs on •  Encourages customers’ use of Clubcards
almost all feature phones. to enhance loyalty.

The Java app allows users to digitally
display their Clubcard at purchase points in
Tesco, as well as monitor their points
balance and the corresponding monetary
value of these points.

Consumers can also receive an app
download link via SMS by texting JOIN to
84420.

This solution brings Tesco’s reach to
potentially almost every mobile phone user
in the UK.

Inspiration guide: CRM | Apps beinspired@incentivated.com
Retail & automotive: Tesco www.incentivated.com

British Gas launches mobilised website


British Gas needed to optimise their Incentivated to transcode and optimise its •  Website
website for mobile, after identifying an website to work on all mobile devices and •  HTML5
ongoing increase in visitors using their provide mCommerce functionality. •  Re-direct
mobile phones. •  Transaction
The site was launched in November 2011 – •  Revenue generation
Following the earlier delivery of a mobile in time for the winter months, when
micro-site for EnergySmart, BG has now Britain’s homes rely heavily on their boiler
mobilised its main site. and central heating systems to keep them
warm and provide them with hot water.

Phase two of the site development will
include full mCommerce functionality
allowing customers to order and pay for
BG’s insurance products through the
mobile site.

Built using HTML5, it is directly accessible
from a dedicated mobile address
(britishgas.mobi). The website also has
Incentivated’s phone detection API and a
URL re-direct in place. So, the site not only
looks elegant on high end smart phones,
like the iPhone & Android, its design and
user experience degrades gracefully to
exploit available functionality without the
loss of content or ease of navigation.

Inspiration Guide: mCommerce | Mobile internet beinspired@incentivated.com
Telecoms & Utilities: British Gas www.incentivated.com

Amazon Price Checker
Combating the in-store price comparison...?

Amazon started the recent spate of promotional activity by
oﬀering consumers a $5 discount to anyone who used its price
comparison app while in a store.

However, shoppers were already actively engaged in
comparing prices for products via mobile devices before
Amazon joined in and this new shopping behaviour is only
going to grow as mobile penetration continues to increase.

If you see a consumer in a store take out their phone to
compare a price, it suggests that the consumer has an active
interest in that product.

So: why not engage with that consumer to see if you can assist
him or her with guidance that goes beyond price?

Help store associates respond to customers’ mobile related
questions such as why they cannot connect to the Internet in-
store and how they can purchase an item that is not in the
store.


In-store price comparison

œ  The key to better service is knowledge and convenience which online
retailers have used to their advantage (M&S b2e)
œ  If bricks-and-mortar retailers have the same access to data as online
retailers, coupled with the ability to provide immediate gratiﬁcation
then they have the opportunity to provide a superior value add for the
consumer versus their online counterparts > never knowingly
undersold.
œ  recent Deloitte study, this holiday season 59 percent of smartphone
owners plan to use their devices for holiday shopping to compare
product prices.


Messaging works for luxury products as well

Wise retailers, including luxury jewellers, though,
take a wider view.

SMS can be the springboard to valuable opt-in
databases that allow for remarketing opportunities.

People will use their phone to search, browse, buy
or find the closest store, giving luxury jewellers the
perfect opportunity to engage directly with their
customers by sending location-based offers and
messages to drive consumers to their stores or to
buy through their mobile device.

Tap into affluent consumers’ emotions, rather than
product-pushing.

More often than not, a jewellery purchase is a gifted
purchase – this is even truer of a Valentine’s Day
purchase.

Retail in-store communications (B2E)

œ  Retail Communication team
is responsible for delivering
information to staff
œ  Everything from product
information, sales offers,
company updates, company
information etc
œ  Majority of communication
is filtered through store
managers and weekly team
briefing sheets


The Challenge
œ  Dispensing information to thousands of retail assistants is a
problem
œ  Traditionally information is given to store managers who presents
at weekly meetings and puts on pinboards ‘back stage’
œ  Responsibility is on staff members to remember to look for
information
œ  Majority of staff members are part time retail assistants
œ  Retail assistants do not have access to computers in store
œ  Staff do not have company mobile phones – no existing directory of
numbers
˜  Capturing personal mobile numbers is a significant challenge


Call to Action (poster and list of stores)

œ  Simple CTA
œ  Staﬀ text NAME and JOB TITLE
and KEYWORD to regular
M&S shortcode 65006
œ  Each store is given its own
KEYWORD
œ  Winners of competition
announced via SMS to
encourage word of mouth


Add value to the in-store experience

œ  In-store payment apps
˜  E.g. Pizza Express

˜  Perhaps it is better at speeding

˜  up payment and collection of

˜  take-aways?

œ  CRM solutions in-store
˜  supermarkets link to (on shelf – location aware and ePOS/in-store stock
databases) wines to complement a piece of meat/ﬁsh etc scanned as picked up.
˜  Match a tie/cuﬄinks to a shirt.

˜  Shoes to a dress…


Optimum time of day to send SMS?
“
“
Sometimes you get a
promotional text at 2am
%
which irritates [me]

EARLY
MORNING
(7am
–
10
am)

LATE
MORNING
(10am
–
midday)

“
“
EARLY
AFTERNOON
(midday

-‐
3pm)

If there s a sale on tomorrow,
I need to know tonight!
LATE
AFTERNOON
(3pm
–
6pm)

EARLY
EVENING
(6pm
–
8pm)

LATE
EVENING
(8pm
–
11pm)

Base: All who responded with time of day(726)


Messaging Best Practice
No short version of this story … here’s a précis of consumer concerns

œ  Awareness (32% of customers do not know about B2C messaging)
˜  promote the oﬀering using existing relationships and touchpoints, and
welcome consumers with an initial text message once you have their
details
œ  Perceived cost (71% of respondents were wary of any costs that may be
associated)
˜  be exceptionally clear in communications with consumers about the
costs associated with mobile messaging, which are often zero, and also
consider making responses (as well as browsing) free
œ  Relevance (71% worried about unwanted messages)
˜  let consumers know what kinds of messages they will be receiving and
how often (let them choose the frequency)


Messaging Best Practice (2)
No short version of this story … here’s a précis of consumer concerns

œ  Control (61% were worried about not be able to opt-out once having
opted-in)
˜  make unsubscribing easy
˜  Make re-subscribing even easier!!

œ  Privacy (64% thought they may have to share personal details)
˜  if you do not intend to share the data with third parties then say so


Closing thought

At the time of the
dotcom bubble, 400m
i.e. around 2000,
there were 350
million people
online. œ  People with smartphones in the
world today
˜  Plus 4 billion with internet-
capable feature phones

For a copy of our mCommerce white paper, please visit our stand


Jason Cross
Marketing Director
jasonc@incentivated.com

@jcmobile10

Incentivated
23 Curtain Road
London EC2A 3LT
Tel: 020 7392 2323

(No code reader? Text CODE to 62233 for
a link to a reader appropriate for your
phone)

Copyright Incentivated Limited 2011 www.incentivated.com

Contents

APPENDICES


Mobile retail summit 26 1-12 - incentivated

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