How mobile intelligence will change the face of retailing

Andy Smith Client Services DirectorEagle Eye Solutions

Retailers already use intelligence

Slow to act on some intelligence? Consumer behavior has changed

• 68% of UK smartphone owners use it to help with shopping

• Inspiration

• evaluate products

And continues to change

•USA % mobile coupon users emarketer Aug 2011

2010 2011 2012 2013

% adult mobile 6.5 9.5 13.5 16.5

% smartphone 13 19 26.5 31

•800% YOY increase in queries for coupons, vouchers & offers!

Mobile Data = intelligence that will re-shape retailing!

MESSAGES

Text 6754 For your free newspaper

Mobile Data = intelligence that will re-shape retailing

MESSAGES

Text 6754 For your free newspaper

Promises!Promises!

Never been able to connect digital data to trolley

….Until now!

The Customer journey

Offer targeted in MediaRequest, then receive mobile voucher by SMS

Choose product in storeCoupons

redeemed at PoS

Data informs future strategy

Request voucher

On Mobile site

Enter No.

05564094929

MESSAGES

£1 ASDA CouponPIN 1234567

Farleys Rusks

Customer benefits

Request voucher

On Mobile site

Enter No.

05564094929

MESSAGES

£5 Blockbuster CouponPIN 1234567

• Better targeted, stronger offers

• Pull not push of offer• Quick, easy &

intuitive to redeem• Engaging with brand

through a device they love

Business benefits

Request voucher

On Mobile site

Enter No.

05564094929

• Offer drives customer to a POS transaction

• Existing technology, quick & easy to implement, minimal staff input

• Cost saving• Works Now! NFC

future - proofed

MESSAGES

£5 Blockbuster CouponPIN 1234567

Data means knowledge

Request voucher

On Mobile site

Enter No.

05564094929

MESSAGES

£5 Blockbuster CouponPIN 1234567

Using the redemption data drives knowledgeBetter targeting & timing with less wastage

DATA

Intelligence about redemption

Traffic

Basket

Discount

3rd party

Value Added

REDEMPTIONChip + Pin/NFC

Secure

Unique

Digital Reconciliation

Existing Tech

Immediate

TAILOREDOFFERS

MOBILE DEVICES

MOBILE INTELLIGENCE

DIGITAL MEDIA ACTIVITY

E-MAIL SMS BROWSER APP QR

E-MAIL SMS BROWSER APP QR

Intelligence – about time & location

Pre-VisitTraffic

Basket

Discount

3rd party

Value Added

In-Store

Post

REDEMPTIONChip + Pin/NFC

Secure

Unique

Digital Reconciliation

Existing Tech

Immediate

TAILOREDOFFERS

MOBILE DEVICES

MOBILE INTELLIGENCE

DIGITAL MEDIA ACTIVITY

LOCATION

IN-STORE WIFI + NFC POS/POSTERS

SEARCH+

DISCOVERY

E-MAIL SMS BROWSER APP QR

Intelligence about all media

Pre-VisitTraffic

Basket

Discount

3rd party

Value Added

In-Store

Post

REDEMPTIONChip + Pin/NFC

Secure

Unique

Digital Reconciliation

Existing Tech

Immediate

TAILOREDOFFERS

MOBILE DEVICES

MOBILE INTELLIGENCE

DIGITAL MEDIA ACTIVITY TRADITIONALMEDIA

CHANNELS

Intelligence about loyalty

Pre-VisitTraffic

Basket

Discount

3rd party

Value Added

In-Store

Post

Loyalty Cards

Digital Wallets

REDEMPTIONChip + Pin/NFC

Secure

Unique

Digital Reconciliation

Existing Tech

Immediate

TAILOREDOFFERS

MOBILE DEVICES

MOBILE INTELLIGENCE CRM

E-MAIL SMS BROWSER APP QR

E-MAIL SMS BROWSER APP QR

Mobile Intelligence will change face of retailing!

Pre-VisitTraffic

Basket

Discount

3rd party

Value Added

In-Store

Post

Loyalty Cards

Digital Wallets

Secure

Unique

Digital Reconciliation

Existing Tech

Immediate

TAILOREDOFFERS

MOBILE DEVICES

MOBILE INTELLIGENCE

DIGITAL MEDIA ACTIVITY

LOCATION

IN-STORE WIFI + NFC POS/POSTERS

SEARCH+

DISCOVERY

CRM

TRADITIONALMEDIA

CHANNELS

REDEMPTIONChip + Pin/NFC

Thanks for listeningStay in touch...Andy Smith – Client Services Director+44 7794 092553Twitter:@4ndy5mith