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Compensate showrooming with permission based geomarketing MOBILE MARKETING & COMMERCE ALCATEL-LUCENT Optism

Toon Coppens November 2012

@optism

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Showrooming?

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Appeal?

• 60pc of mobile phone owners want to comparison shop: study

SAVE MONEY

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=> Match the price, or…

Best Buy’s Showrooming Counterattack:

We’ll Match Amazon Prices

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…upsell through mobile engagement!

SAVE MORE MONEY & SAVE TIME

Relevant engagement near- & in-store

Through permission based geomarketing

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…upsell through mobile engagement! Permission based geomarketing

Near store relevant coupon delivery

Walk-in rewards

Offers based on shopping

list

Remind about loyalty

points to save till reward

Offers based on browsing behavior

Coupons based on in-shop behavior

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Free offers

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Relevant deals nearby - API

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Loyalty programs

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Loyalty programs

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15% Response

Rate

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35% Response

Rate

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Quest for relevance

Frustration

Serendipity

(Hyper)-Choice

Pull

(Hyper)-Flux

Push

(Hyper)-Relevance

Permission based geomarketing

« Overload » « Search Fatigue »

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Permission based

TARGETING

Profile – Preferences – Context/Location - Behavior

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Privacy?

78% Say that privacy is the right to control and manage what information about me is available to others

Alcatel-Lucent, US Identity study 2012

Which of these two statements comes closer to your view?

Privacy is the right to be left alone OR Privacy is the right to control and manage what information about me is available to others.

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Geomarketing & role in the consumer decision lifecycle

Relevant Ads

Deals, offers & walk-in rewards

Easy checkout & integrated

wallet

Loyalty points & exclusive

offers

Awareness Consideration Purchase Loyalty

Drive traffic Sales activation Increase sales

frequency Loyalty

Outdoor Geomarketing

Near store coupons & ads

Indoor Geomarketing

Walk-in rewards, In-store ads & coupons, loyalty points

Consumer decision lifecycle

Derived enterprise strategies

Required marketing means

Role of Geomarketing

Role of Geomarketing

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Indoor location technology

Mobinil

Egypt

Orange

France

Vodafone

UK

Loop Mobile

India Etisalat

UAE

Vodacom

South Africa

Etisalat

Nigeria

Tigo

Ghana

Mobily

Saudi Arabia

STC

Saudi Arabia

Canada

Vodafone

Turkey US

Connected

to 157 million subs

Working with

major brands, retailers & agencies

Average response rates

of 20-25%

Most successful campaign:

55% response rate

Selected by

major MNOs: Vodafone, Orange & Etisalat

#1 in permission marketing

Alcatel-Lucent mMarketing & Commerce: References

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