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

Speakers
Kate Swanberg
Director of Product
Marketing
Koombea
Matt Flamman
VP of Business
Development
SocialSign.in
@koombea #MobileExperience

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
- SocialSign.in example

You know it! Everything is mobile…
Mobile usage trends

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
Think redlaser, retailmenot, groupon, cnet, the find.

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.

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 ”
http://mobilemarketingmagazine.com/ten-quotes-mobile-retail-summit#fK4zZbAfp77RsyMd.99

What are mobile consumers
experiencing in your store?

“You walk into Walmart
check your phone for a
better price…
or you just go buy on
Amazon Instead!”

Amazon’s one-click
is too convenient.
Has this happened to
you?

Preferred locations of mobile use
by US smartphone owners
Generated on OurMobilePlanet

Generated on OurMobilePlanet

The question is how do we take
in-store marketing and make
it a mobile experience?

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

Mobile App Campaigns
1.

Success story 1:
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.

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.

Beacon Technologies,
are you using them yet?
2.

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, econsultancy.com

https://www.youtube.com/watch?v=JrRS8qRYXCQ

Want to buy them?
Want to buy them? Go to their website: http://
estimote.com/

What does it have the
potential to do?

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:

It’s vital that they only interrupt their mobile
customers to add value to their day…
not to disrupt it.

The beauty of
push notifications
3.

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.

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.

Push messaging campaigns can
be highly successful and result in a
50% increase in open rates
compared to email.
http://info.localytics.com/blog/the-anatomy-of-a-highly-successful-push-
messaging-campaign

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:

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
Caution

Bad Blast

Targeted Message

https://econsultancy.com/blog/65342-
mobile-push-notifications-an-effective-but-
underused-marketing-channel/
http://techcrunch.com/2013/10/13/the-
precise-art-of-mobile-push-notifications/
Push Notifications Resources

Gamification
4.

Success story: Betterworks

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.

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.

Success story: Badgeville
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.

- 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://
class.coursera.org/gamification-002/lecture
Gamification resources

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.

Wi-Fi
5.

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

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 .

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

S O W H AT D O E S T H I S M E A N F O R W I F I ?

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

8 2 % O F L A R G E T O M E D I U M - S I Z E D  
R E TA I L PA R T I C I PA N T S H AV E A L R E A D Y
D E P L O Y E D I N - S T O R E W I F I  
 
 
- I H L G R O U P

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

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

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 ?

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

Presented by Mike Perrone mike@socialsign.in
H O W S O C I A L S I G N . I N W O R K S
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T H A N K Y O U
Matt Flamman
matt@socialsign.in
631-807-6494

Have questions?
We are here to help.
Email us at
mvp@koombea.com
matt@socialsign.in
@koombea
#MobileExperience
/koombea
@socialsignin

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