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Seite 1 www.DailyDeal.de
Ein
"We understand that the new rule is mobile first.“ (Eric Schmidt, 2010)
www.DailyDeal.de
Seite 2 www.DailyDeal.de
M-Couponing – another buzz word or where does the journey
moves to?
Seite 3 www.DailyDeal.de
Content
(1) Couponing @ a glance
(2) Outlook: M-Couponing in the future
Choice Purchase Redemption
Are we talking about M-Couponing here already?
Seite 4 www.DailyDeal.de
DailyDeal‘s history in mobile couponing
Seite 5 www.DailyDeal.de Seite 5
Promising stats for the growth of M-Couponing over the next years
Seite 5
• M-Couponing to reach worldwide $9bn by 2016
• 741 million mobile subscribers in Europe
• Mobile devices to surpass PCs by 2013 => 491mn smartphones shipped in 2011
• 33% of mobile searches are tied to local
• 20% of all search traffic will be mobile by 2012
• Mobile coupon redemption to reach 8% globally in 2016
• 100+ million users interact with Facebook via a mobile devices
• 53% of mobile users would allow targeting ads
• 36% of people are interested in receiving grocery coupons on their mobile phone
• One-third of U.S. teens text at least 100 times per day
Source: International Telecommunications Union, (Nov 11), Gartner (Nov 11), Google (Q4 2011),
Juniper Research (Nov 11), RBC Capital Markets, IDC (Dec 11)
Seite 6 www.DailyDeal.de
Couponing as a marketing tool
For merchants couponing is a great success: no effort, no risks, transparent and efficient. At record speed.
Brand-awareness
New customers
Revenue
Seite 7 www.DailyDeal.de
Couponing as an efficient way to acquire new buyers
42,9%
27,3%
7,3%
22,5% Yes, of course
Probably
I don't think so
Definitely not
29.8% of all German customers can only be won by couponing
Source: KPMG: „Consumer Markets“, September 2011
Would you have used the service even without a coupon?
Seite 8 www.DailyDeal.de
Coupon buyers are loyal customers
86.3% of all coupon buyers return to our merchants
Source: KPMG: „Consumer Markets“, September 2011
Would you return to the company even without a coupon?
29,2%
57,1%
11,1%
2,5%
Yes, of course
Probably
I don't think so
Definitely not
Seite 9 www.DailyDeal.de
The German market knows many different players
Offers
Rebates can be used even without an app or a voucher
Performance measurement is impossible
Couponing
Coupons can temporarily be bought online or via mobile apps
Performance measurement and targeting are possible
Coupies
Suitable for small companies (longtail) and FMCG
Adresses new and returning customers
Loyalty
LBS guerdon returning customers
Examples: Customers clubs (Payback) and time cards (Shell club smart, 10stamps)
Seite 10 www.DailyDeal.de
The market can also be distinguished like this
Seite 11 www.DailyDeal.de www.DailyDeal.de Seite 11
Couponing a code and technology intensive program today
Code128 Code39 Code25 EAN-13 QR-Code
Merchants do not have barcode scanners in place – at least not local WiFi and other connections not necessarily available for direct redemption at POS with couponing provider Couponing is still with a prepaid focus, real-time redemption and payment are not necessarily given today
Seite 12 www.DailyDeal.de
The evolution of couponing leads to mobile
Discount tickets
Online couponing
Mobile couponing
Discount tickets were one of the most common tools for customer retention in the early and middle 20th century.
Reaching a pre-defined revenue, customers got a one-time rebate in p.e. supermarkets.
Online couponing revolutionized marketing and sales in 2010 and 2011.
Companies won new customers and boosted their brand awareness, offering introductory prices for services and products online.
Mobile couponing fits perfectly with modern life: Already 48.6% of all Germans use a smartphone; 44.2% (plan to) buy coupons via their mobile device.*
Mobile devices will pass PCs as the access device of choice by 2013** *Source: GS1 Germany & ECC Handel: Mobile Couponing, September 2011
**Source: Gartner, 2011
Seite 13 www.DailyDeal.de
Couponing 0.0 to Couponing x.0 – The end is not here yet!
Couponing 0.0 Couponing 1.0 Couponing 2.0 Couponing x.0
FREE OF CHARGE
but
PULL MARKETING
PREPAID
but
still PULL
MARKETING
PREPAID
but
still PULL
MARKETING, although
Deals are promoted in
PUSH MARKETING
manor
PAYMENT &
REDEMPTION
HAPPEN AT ONCE
Mobile Advertising: SMS, MMS, mobile Display
Seite 14 www.DailyDeal.de www.DailyDeal.de
How will M-Couponing be a success? Key Takeaways outside M-Couponing
Phase 1
CUSTOMER ACQUISITION
Phase 2
GENERATE REPEAT PURCHASERS
Phase 3
CREATE LOYALTY & WOW YOUR USERS
Seite 17 www.DailyDeal.de
Our approach on mobile couponing
Seite 18 www.DailyDeal.de
Mobile users love DailyDeal
Source: GfK survey, February 2012
21,1% 24,4%
33,0%
40,8%
36,3%
25,0%
2,0%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
40,0%
45,0%
Awareness of DailyDeal, broken down into internet use
Awareness of DailyDeal
Seite 19 www.DailyDeal.de
Mobile users love DailyDeal
Source: GfK survey, February 2012
21,1% 24,4%
33,0%
40,8%
36,3%
25,0%
2,0%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
40,0%
45,0%
Awareness of DailyDeal, broken down into internet use
Awareness of DailyDeal
Seite 20 www.DailyDeal.de
Our apps ensure a comfortable user experience
Choice Purchase Encashment
Seite 21 www.DailyDeal.de
Couponing is an increasing business…
Source: DailyDeal, intern reporting, February 2012
0
100
200
300
400
500
600
700
800
Sold
co
up
on
s, in
Th
ou
san
ds
Seite 22 www.DailyDeal.de
…and mobile couponing a reason for success
Source: DailyDeal, intern reporting, February 2012
Sold
co
up
on
s vi
a m
ob
ile d
evi
ces,
in
Th
ou
san
ds
0
5
10
15
20
25
30
Seite 23 www.DailyDeal.de
Atm mobile boosts our revenue by ca. 10%
Source: DailyDeal, intern reporting, February 2012
1,91% 9,25%
98,09% 90,75%
Revenue share (mobile) Revenue share (non mobile)
Seite 24 www.DailyDeal.de
Outlook: Instant Couponing
Creating win-win-win-situatons within seconds
DailyDeal, pasta‘s ready! Pasta half off at Luigis‘s? Great!
Seite 25 www.DailyDeal.de
Ein Mitglied der Google Familie Your discount for your 1st purchase – Test it now!
Seite 26 www.DailyDeal.de
Kai Herzberger, MBA
Chief Marketing Officer (CMO)
Saarbrücker Straße 37a
D-10405 Berlin
Germany
Tel. +49 (0)151 – 40 229 600
Ein Mitglied der Google Familie Thanks for your interest