2. 2
Overview
• Going Mobile – the AIR MILES approach
• The impact of Gamification
• The impact of going Native
• How to evolve your device roadmap
• The evolution of Mobile messaging
3. 3
What is the AIR MILES Reward Program?
Canada’s premier coalition loyalty
program since 1992
More than 10 million active AIR
MILES Collector accounts
There are 1,000 card swipes a
minute, every minute of every day,
seven days a week.
4. 4
Our Customers – Collectors & Sponsors
The Collector
10+ Million Active Collector
Households
100+ Partners
100+ Online Retailers
1200+ Reward Suppliers
9. 9
• First app launched in
November 2010
• Built off of new APIs and
Gateway
• Gather data/insights for
Version 2
V1
• Capitalize on key data insights
from Version 1
• Expand device set
• Drive increased engagement,
• Listen to customer
feedback/iTunes ratings
V2
AIR MILES Mobile
10. Gamifying check-in
• Simple location check-in
feature
• Enables user to self-identify
location in exchange for
value
• Gamification element
rewarded the most active –
but reward was tied to spend
10
14. 14
• In V1 we featured our Rewards
catalogue in Web views
• Resulted in a slow and
disjointed experience
• Feedback from iTunes was
consistent that the experience
was not good for Users
Building natively
17. • Direct Mail
• Email
• Web
Traditional
Marketing
• SMS
• Mobile friendly
email
Mobile
messaging
• ‘Pull channels’
• Mobile
applications
• Mobile Web
Mobile
Accessibility
• Push
Notifications
• LBS
Mobile
relevancy
Evolution of Mobile Messaging
17
For a bit of background, here was our approach for ‘going mobile’.. Since 2009 we’ve launched several mobile platforms including SMS, Mobile Web and a mobile App for several devices In Canada, our research revealed a game-changing opportunity as smartphone ownership has increased from 23% in 2011 to 45% in 2013 and Mobile browsing is on track to exceed Web browsing over the next few years As we’ve developed our roadmap,we’ve identified the leading edge tactics that would drive activity: both from a Retailer and a Collector perspective We immediately saw the benefit of being able to connect with a customer in the moment, while they were shopping in-store and have tailored the parts of our program-mostly tied to earning-that make the most sense for Mobile for the App
Designing an App that matches capabilities to consumer experiences The build – pick the right vendor Launching to Market Data and consumer insights drive Business decisions How the app is integrated into your Marketing and your approach to iterationSteps 1 through 4 get repeated as we constantly look to evolve and improve the experience we’re delivering. Step 5 needs to be an ongoing process that integrates your Mobile strategies and Apps into all aspects of your customer communication platform strategies.
Our first app launched in November 2010. In early 2012, after collecting data and insights we re-launched the app. Currently we have over 1 million downloadsActive Collectors continue to use the app weekly
% of users who checked in increased from 10% to 18% Average No. Checkins per User increased by 500% The number of checkins overall increased from 22K to 385K per month-1600%
% of users who checked in increased from 10% to 18% Average No. Checkins per User increased by 500% The number of checkins overall increased from 22K to 385K per month-1600%
% of users who checked in increased from 10% to 18% Average No. Checkins per User increased by 500% The number of checkins overall increased from 22K to 385K per month-1600%
% of users who checked in increased from 10% to 18% Average No. Checkins per User increased by 500% The number of checkins overall increased from 22K to 385K per month-1600%
In V1 we featured our Rewards catalogue in Web views as we didn’t think we needed to deliver natively By building the entire catalogue in the app natively, we answered the feedback/requests from many of our Collectors As a result average time spent in the app increased by 60%
Transactional value = AMRM earned / CollectorMobile data collected with collector number allows us to analyze collector issuance activity before and after installing the App. We consistently see that when Collectors use the app they earn more miles. The lift is more evident in the initial stage and sustained over time. The level of lift depends on the Collectors’ engagement. Avid collectors see an lift of 8% in the first 3 months but will retain to their previous behaviour in the long run.Moderate collectors see an initial lift of 25% and sustain a growth of 10% over time. Passive collectors grow even faster with the App – initial lift of 34% and 15% over time.
Transactional value = AMRM earned / CollectorMobile data collected with collector number allows us to analyze collector issuance activity before and after installing the App. We consistently see that when Collectors use the app they earn more miles. The lift is more evident in the initial stage and sustained over time. The level of lift depends on the Collectors’ engagement. Avid collectors see an lift of 8% in the first 3 months but will retain to their previous behaviour in the long run.Moderate collectors see an initial lift of 25% and sustain a growth of 10% over time. Passive collectors grow even faster with the App – initial lift of 34% and 15% over time.