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© Proxama 2015
Enabling Mobile Proximity Commerce
Jon Worley, CEO of Marketing Division
e: [email protected] t: +44 (0)20 3668 2888www.proxama.com | |
In the moment marketing using Bluetooth Low Energy (BLE) beacons
© Proxama 2015
Proxama PLC (AIM: PROX) is an International mobile
proximity commerce and payment solutions
company.
Proxama’s award-winning mobile proximity
marketing platform enables brands to connect
physical and digital assets via mobile to increase
consumer engagement, retail sales and loyalty across
a network of high footfall locations.
Proxama provides end-to-end digital solutions to
banks and card issuers to securely transition their
card portfolio onto mobile for NFC contactless
payments as well as solutions for EMV enablement,
Electronic PIN Delivery, tokenisation and card
issuance management.
About Proxama
2
In the moment marketing
© Proxama 2015
A nation of smartphone addicts
3
More than two in three UK adults - about 35 million people -now have a smartphoneDeloitte, 2014
Mobile devices account for over 50% of time spent online in the UKGlobal Web Index
One in six UK adults who own a smartphone look at their phone more than 50 times a dayDeloitte, 2014
Smartphone penetration rose by 10% (2013 – 2014) for those aged 55 and aboveDeloitte, 2014
In the moment marketing
© Proxama 2015 4
The mobile advertising landscape
On average U.K. consumers use 24 apps per month, although more than 80% of their time is spend on just 5 appsForrester Research, 2014
Mobile is now 14.1% of all UK advertising spend - double its share of the online ad market since the first half of 2012Internet Advertising Bureau
59% of smartphone users are prompted to use their device by ‘other media’Internet Advertising Bureau
Out of Home advertising prompts 25% of smartphone usersInternet Advertising Bureau
In the moment marketing
© Proxama 2015
How is the future evolving through proximity technology?
5
British Airways introduces beacons at Heathrow Airport
The Drum, 23rd September 2014
PayPal takes another look at NFC
NFC World, 22nd April 2014
Google Wallet moves to HCE for NFC payments
Mobile Payments Today,
18th March 2014
Beacon-equipped mannequins are being introduced at a House
of Fraser store in Aberdeen. The Guardian, 4th September2014
McDonald’s to introduce NFC mPayments in-store
MobileMarketing, 3rd September 2014
Smartphone beacons beckon you on London’s Regent Street
BBC, 2nd October 2014
Apple Pay allows you to pay at the counter with your iPhone 6
The Verge, 9th September 2014
Simon to implement bluetooth beacons at 240 Malls, outlets
RFiD Journal, 2nd September 2014
Transport for London logs 60 million contactless journeys
Business Reporter, March 2015
In the moment marketing
© Proxama 2015 6
Beacons wake the clients app when the phone is in range
The clients app displays a notification to the consumer
The consumer clicks the notification to open the app and
view the campaign experience.
Analyse the data to better understand you customers
1
2
3
• Beacons are small battery operated devices
• Beacons work with Apple and Android phones
• Beacons only work with an app
• Beacons have a range up to 40 metres
• The clients campaign messaging is controlled remotely
What are Beacons
1
2
34
4
© Proxama 2015 7
What is Mobile Proximity Commerce?
1 2
3 4
65
Connecting the physical with mobile to drive commerce
In the moment marketing
© Proxama 2015 8
RIGHT PLACE: Engage your app users by adding
contextualised messaging based on exact location.
RIGHT TIME: Take advantage of dwell time, when
your customers have a spare moment to think about
your brand.
RIGHT FRAME OF MIND: Advertise when your
customers are relaxed, seated and looking for
something to occupy themselves.
1 2
3
Imagine a Hyper-Local Mobile Advertising Network!
In the moment marketing
© Proxama 2015 9
Hyper-Local Mobile Advertising Network
Example Value Exchange 1: Drive footfall and conversion
© Proxama 2015 10
Example Value Exchange 2: Increase repeat visits
In the moment marketing
© Proxama 2015
11
Introducing Loka
The one stop mobile service for exclusive
deals, retail loyalty and information on the
high street
In the moment marketing
© Proxama 2015
12
The UK high street is diversifying and becoming far more than just a shopping destination. Cities and towns
across the UK are developing into vibrant destinations with cafes, restaurants, local events and tourist attractions
to entice visitors back to the high street.
The new tech savvy visitor demands far more from their high street than ever before such as free Wi-Fi and other
digital services.
UK merchants are embracing this change with new innovative retailing techniques to entice customers in-store,
with many retailers leveraging social networking and digital channels to engage their customers.
‘90% of retail sales occur in physical stores’ A.T. Kearney, Consultancy
© Proxama 2015 13
The consumer has the option to
favourite a merchant. Saved
merchants are displayed here.
Favourites
All participating merchants are
displayed here, in order of
distance from the consumer.
Near me (list view)
As well as the list view, participating
merchants can be viewed
alternatively by map view.
Near me (map view)
In the moment marketing
© Proxama 2015 14
This top level view gives the
consumer visibility on all the offers
and loyalty a brand has to offer
Brand Home
Loyalty cards are displayed.
Loyalty cards
Promotional offers are displayed in
this view.
Offers
In the moment marketing
© Proxama 2015
Loka deployed in high footfall locations
15
In the moment marketing
© Proxama 2015
16
Loka for Merchants Independent & national retailers, leisure, hospitality, museums etc.
Sends offers and adverts from store front
Digital loyalty stamp card
Listing in near me and map
Merchant portal to manage campaigns
Campaign reporting and insights
Optional - consumer journey insights in-store
Features
Talk to new customers and attract them in-store
Entice existing customers to spend more
Create loyal customers with increased frequency
50 times higher click through rate than mobile ads
Low cost of ownership and quick time to market
Insights into your customers behaviours
Benefits
In the moment marketing
© Proxama 2015
17In the moment marketing
© Proxama 2015
Loka statistics to date
18
Total Merchants on-board
50
Beacons Deployed across network
322
Total Downloads since launch
2000+
Click-through rate from receipt of notification
24%
Marketing campaigns run in total
180
In the moment marketing
© Proxama 2015
Case Study – Kia Oval
19
The KIA Oval brought to life a brand new digital cricket
experience for fans
Beacons: to trigger exclusive content via Bluetooth Low Energy to VIPs
within The Corinthian Terrace 60% of users were active
Geo-fencing: to welcome visitors with The KIA Oval app on their
handset to the stadium and provide access to exclusive content
Near Field Communication (NFC) tags and QR codes: to enable visitors
to download the app when they arrive
6000+
Beacon TriggersAudience Downloads Active Users
60%25%
In the moment marketing
© Proxama 2015
Case Study – Harrods
20
of consumers viewed
the exclusive video
of consumers went on
to shop onlineEmail and Twitter were the most
popular sharing channels
15% 45%
Enriches consumers’ shopping experience & increased brand
exposure
Near Field Communication (NFC) tags and QR codes enabled consumers to ‘tap’ their phone on the window display to access exclusive content
Content included a downloadable map to find the collection in-store, or links to immediately access Harrods’ online shopping page to order there and then
Socialising was also encouraged, prompting consumers to share the exclusive campaign video via Facebook, E-mail and Twitter – further enhancing Ralph Lauren’s brand exposure
In the moment marketing
© Proxama 2015
Enabling Mobile Proximity Commerce
Thank you. Any questions?
Jon Worley, CEO of Marketing Division
e: [email protected] t: +44 (0)20 3668 2888www.proxama.com | |