1. Compensate showrooming with permission based geomarketing
MOBILE MARKETING & COMMERCE
ALCATEL-LUCENT Optism
Toon Coppens
November 2012
@optism
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2. Showrooming?
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3. Appeal?
• 60pc of mobile phone owners want to comparison shop: study
SAVE MONEY
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4. => Match the price, or…
Best Buy’s Showrooming Counterattack:
We’ll Match Amazon Prices
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5. …upsell through mobile engagement!
Relevant engagement near- & in-store
SAVE MORE MONEY & SAVE TIME
Through permission based geomarketing
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6. …upsell through mobile engagement!
Permission based geomarketing
Remind
Near store Offers about Offers Coupons
relevant Walk-in based on loyalty based on based on
coupon rewards shopping points to browsing in-shop
delivery list save till behavior behavior
reward
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7. Free offers
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8. 8
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9. Relevant deals nearby - API
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10. Loyalty programs
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11. Loyalty programs
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12. 15%
Response
Rate
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13. 35%
Response
Rate
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14. Quest for relevance
(Hyper)-Choice (Hyper)-Flux
« Search Fatigue » « Overload »
Frustration Pull Push
Permission based geomarketing
Serendipity
(Hyper)-Relevance
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15. Permission based
TARGETING
Profile – Preferences – Context/Location - Behavior
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16. Privacy?
78%
Say that privacy is the right to control and manage what
information about me is available to others
Which of these two statements comes closer to your view?
Privacy is the right to be left alone OR Privacy is the right to control and manage what information
about me is available to others.
Alcatel-Lucent, US Identity study 2012
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17. 17
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18. Geomarketing & role in the consumer decision lifecycle
Consumer
decision Awareness Consideration Purchase Loyalty
lifecycle
Derived
enterprise
Increase sales
Drive traffic Sales activation Loyalty
strategies frequency
Deals, offers & Easy checkout Loyalty points
Required Relevant Ads walk-in & integrated & exclusive
marketing rewards wallet offers
means

Role of Outdoor Geomarketing
Geomarketing
Near store coupons & ads
Role of Indoor Geomarketing
Geomarketing
Walk-in rewards, In-store ads & coupons, loyalty points
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19. Indoor location technology
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20. Alcatel-Lucent mMarketing & Commerce: References
Selected by
Working with
Connected major Average
Most successful
campaign:
major #1 in
to 157 brands, response rates
55%
MNOs:
Vodafone, permission
retailers & of 20-25%
million subs agencies
response rate Orange & marketing
Etisalat
Canada
Vodafone
UK
Vodafone
Orange Turkey
US STC
France
Saudi Arabia
Mobinil Mobily
Egypt Loop Mobile
Saudi Arabia
India
Etisalat
Etisalat
UAE
Nigeria
Tigo
Ghana
Vodacom
South Africa

21. www.optism.com
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