Mobile Messaging in RetailLearn how to implement an effective mobile messaging program in a Retail environment using the power of PPM

Cliff Haas - Senior Director22 November 2010

Why SMS is still exciting

What is Personalized Priority Messaging (PPM)?

• Low cost• Closer & immediate customer

connection• Huge growth – 5 to 10 trillion

SMS messages by 2013, big chunk will be PPM

• 94% of SMS messages read, higher DR rates than ANY other media type – 15% to 45%

• Ubiquitous• Push-based mobile protocols• Two-way• Personalized• Valuable:

o Simpleo Contextually relevanto Time-sensitive

1. Immediacy2. Relevancy3. Ubiquity4. Simplicity5. Mobility6. Versatility7. Actionability

Key Benefits of PPM

• Demand generation• Market engagement• Customer affinity• Product consumption/usage• Transactional flow• Service delivery• Business process improvement• Risk mitigation• Behavioral targeting

Key applications of PPM

• Food – text msg advertising

+53%, 13% response rate• Restaurants – text msg

advertising +37%, 16% response rate

• Fashion/clothing – text msg

advertising +38%, 6% response rate

Source: comScore, 2008

Retailers & consumers love PPM

25% off this holiday season

when you present this coupon

25% off this holiday season

when you present this coupon

Promotional coupons

Festive sales & marketing PPM campaign ideas

Last-minute special on the all new XYZ clothes drier, now only …

until 24 Dec

Last-minute special on the all new XYZ clothes drier, now only …

until 24 Dec

Up-selling & cross-selling

Send to a friend for more pointsSend to a friend for more points

Viral marketing

Please join us at 17:00 on 20 Dec for a special carol

evening

Please join us at 17:00 on 20 Dec for a special carol

evening

Event invites

Mrs Jones your order has arrivedMrs Jones your

order has arrived

Reminders

5% off your next purchase if you

pay your account before 23 Dec

5% off your next purchase if you

pay your account before 23 Dec

Collections

Bought Frank Sinatra DVD at Broadway store on account 6757890 this morning, but no discs in box. What should I do as

I am 300 miles away now?

Bought Frank Sinatra DVD at Broadway store on account 6757890 this morning, but no discs in box. What should I do as

I am 300 miles away now?

A Customer Service program based on PPM

Thank you for shopping at XYZRetailer. If you require further

assistance with your purchase,text a short description of your

issue to this service number 24/7.

Thank you for shopping at XYZRetailer. If you require further

assistance with your purchase,text a short description of your

issue to this service number 24/7.

Thank you for contacting XYZRetailer. Your service reference

is 75HGR6. An agent will call youwithin an hour to assist.

Thank you for contacting XYZRetailer. Your service reference

is 75HGR6. An agent will call youwithin an hour to assist.

Service request 75HGR6 hasbeen resolved as attended to. Ifyou require further assistance,

reply to this msg with NO. Thankyou for your custom, XYZ Retailer.

Service request 75HGR6 hasbeen resolved as attended to. Ifyou require further assistance,

reply to this msg with NO. Thankyou for your custom, XYZ Retailer.

• Opt-in, solicited only• Frequency• List splitting – better

response, less annoyance• Opt-out in all messages

• Advertize – short codes, keywords, mobile signup

• Incentivize – discounts, coupons, VIP club

• Request permission – at POS

Starting up: Create & manage a distribution list

• Attention

• Interest

• Desire

• Action

160 characters!

Starting up: Preparing creative message copy

• What is success metric?• How will you measure

success metric?• Revenue reports by mobile

number?

Starting up: Measuring campaign success

CUSTOMER: largest seller of fruit & vegetables in SA

PPM SOLUTION: store announcements,promotions,contests to customers via SMS

RESULT: targeted promotional communication at lowcost

Case Studies

CUSTOMER: UK retailer of musical instruments &Related technology with 8 outlets

PPM SOLUTION: repair notifications via SMS

RESULT: enhanced customer service, timelycustomer collections

CUSTOMER: US Online store allowing expats toPurchase items for delivery to family in Kenya & Uganda

PPM SOLUTION: gift notifications via SMS

RESULT: improved productivity, lower costs

Choosing the correct tools

• Integrated with existing systems or standalone?

• Budget• Reply capability necessary?• Branding or easy recall from

other media?

• Global leader in PPM• 10 years in existence• Message delivery to 223

countries & territories, 869 wireless networks

• 13,000 application developer, enterprise, medium-sized and small business customers

• US & SA offices

About Clickatell

Questions?

cliff.haas@clickatell.com