Loyalty beyound cards @ Qvik Business & Beers

Matias Pietilä, Head of design
LOYALTY BEYOND
CARDS
BUSINESS & BEERS | 15.11.2018

TOPICS
GENERIC LOYALTY
OBSERVATIONS
MOBILE WALLETS BEYOND CARDS
@QVIK
1 2 3

@mpietila#qviktalk
PEOPLE MIX UP BONUS POINTS AND LEVEL POINTS
SOLUTION: LET’S ONLY COMMUNICATE HOW MANY LEVEL POINTS YOU ARE MISSING

@mpietila#qviktalk
ADDING DIGITAL LOYALTY CARD
UNINSTALLS AFTER TRIP REDUCED BY 40%

@mpietila#qviktalk FOCUSING ON THE PET AS THE LOYAL CUSTOMER
MUSTI JA MIRRI OLD MOBILE SERVICE

@mpietila#qviktalk FOCUSING ON THE PET AS THE LOYAL CUSTOMER

WHATEVER HAPPENED TO BEACONS?
@QVIK

@mpietila#qviktalk
2010
EXPIRY FROM 5 TO 3 YEARS

@mpietila#qviktalk
2010
EXPIRY FROM 5 TO 3 YEARS
2018
EXPIRY REMOVED

BASIC SCHEMES
JUST GIVE CASH BACK
TO INCREASE LOYALTY
LURE PEOPLE INTO
YOUR TRAP WHERE
THEY SPEND MORE
@QVIK
1 2

IS TRIGGERING EFFECT OF THE FEAR
OF LOSING WHAT YOU GOT WORTH
THE BAD WILL CAUSED?
GAMIFICATION
@QVIK

@mpietila#qviktalk
HARD TO DRIVE CUSTOMERS, NOT PERSONAL
ENOUGH FOR THE BRAND

APPLE WALLET
‣ Possible to add cards by following links
or scanning codes
‣ Centralised place for loyalty cards
‣ Can act as a channel for app installation
‣ Can be shown automatically on the lock
screen
@mpietila#qviktalk

APPLE WALLET
‣ Possible to add cards by following links
or scanning codes
‣ Centralised place for loyalty cards
‣ Can act as a channel for app installation
‣ Can be shown automatically on the lock
screen
‣ Also works with Apple Watch
@mpietila#qviktalk

WHERE SHOULD YOU DIRECT
YOUR CUSTOMERS?
‣ Why drive customers away from your app
where have the full control over what they see?
‣ Wallet passes can be used to drive traﬃc to
apps (or App Store) but the feature is rather
hidden
@mpietila#qviktalk
https://devstreaming-cdn.apple.com/videos/wwdc/2016/704s1a6rjyi2dqhhyi7/704/704_whats_new_with_wallet_and_apple_pay.pdf?dl=1

“ADDING REWARDS CARDS TO USE
WITH APPLE PAY IS AVAILABLE ON
SUPPORTED PAYMENT TERMINALS”
APPLE PAY & LOYALTY
@QVIKhttps://support.apple.com/en-ca/HT204274

“ADDING REWARDS CARDS TO USE
WITH APPLE PAY IS AVAILABLE ON
SUPPORTED PAYMENT TERMINALS”
APPLE PAY & LOYALTY
@QVIK
NO UPDATE SINCE LAST YEAR. THE
CONCEPT IS CALLED VAS (VALUE-
ADDED SERVICES)

@mpietila#qviktalk
NFC LOYALTY IS TAKING OFF SLOWLY

GOOGLE PAY SMART TAP
‣ ONE TAP customers will send their payment
data and apply their loyalty cards, gift cards, and
offers with just one tap of their phone on the
terminal. With one tap of their phone, whenever
customers buy with Google Pay, their loyalty
cards, gift cards, and offers are applied to their
purchase
‣ 2 TAPS customers will have their loyalty cards,
gift cards, and offers applied to their purchase
with the first tap of their phone, and the second
tap on the terminal will send their payment data.
Merchants can have smart tap set up to require
2 taps if offers will change the total transaction
price and you want customers to know that
before they pay.
@QVIKhttps://support.google.com/pay/merchants/answer/7394145?hl=en

GOOGLE PAY SMART TAP
‣ ONE TAP customers will send their payment
data and apply their loyalty cards, gift cards, and
offers with just one tap of their phone on the
terminal. With one tap of their phone, whenever
customers buy with Google Pay, their loyalty
cards, gift cards, and offers are applied to their
purchase
‣ 2 TAPS customers will have their loyalty cards,
gift cards, and offers applied to their purchase
with the first tap of their phone, and the second
tap on the terminal will send their payment data.
Merchants can have smart tap set up to
require 2 taps if offers will change the total
transaction price and you want customers
to know that before they pay.
@QVIKhttps://support.google.com/pay/merchants/answer/7394145?hl=en
WHAT ABOUT
GIVING A
DISCOUNT BUT
NOW SHOWING
THE UPDATED
PRICE BEFORE
PAYMENT?
CAN WE USE “ONE
TAP” THEN?

NO STANDARD FOR
CONTACTLESS KERNELS
‣ Level 1 contains contact and contactless
kernels to communicate with cards and
mobile, it is really standardised.
‣ However, there is no common contactless
kernel in the terminal. Meaning that each
scheme has its own kernel (MC, Visa, ...) and
it is proprietary.
‣ Then, if you want market reach, you need to
do this with all NFC terminal vendors in your
market... and they all have different
certification labs so you also need to create
certification schemes with the labs.
@QVIK
WHY IS VAS TAKING SO LONG?

@mpietila#qviktalk
https://kesko.ﬁ/media/uutiset-ja-
tiedotteet/uutiset/2018/mobilepay-
tulee-1-200-k-ryhman-kauppaan--
vuodesta-2019-tulossa-
mobiilimaksamisen-lapimurtovuosi/

@mpietila#qviktalk
KESKO IS COMMUNICATING TWO DIFFERENT WAYS OF USING
MOBILE PAYMENT AND COLLECTING BONUSES

@mpietila#qviktalk
MOBILE WALLET HAS ADDED LOYALTY SECTION IN THE APP
(STILL RATHER HIDDEN)

IDENTITY CARD AS A LOYALTY
CARD
‣ Easy and hassle-free
‣ What about loyalty scheme brand?
‣ How to authenticate in other channels?
@mpietila#qviktalk

RECOGNISING USERS
BASED ON THEIR CARD
‣ With tokenised cards it’s possible to
recognise users if they pay with the card
that is stored under their customer
proﬁle
‣ This enables automatic point collection
‣ Also omni-channel experience: buy a
ticket and a vending machine, get it sent
to your phone without ever logging in
‣ What about loyalty identity?
@QVIK

TO BUY MY $2.89 DRINK VIA THE APP, I
NEEDED TO ADD $10 TO AN EXISTING
BALANCE OF $2.59, LEAVING ME WITH
$9.70 AFTER MY PURCHASE THAT COULD
ONLY BE SPENT AT A STARBUCKS.
DON’T YOU ALWAYS NEED TO MENTION STARBUCKS?
@QVIKhttps://mashable.com/article/starbucks-app-waste-money/

BUILDING LOYALTY INSIDE YOUR
PRODUCT
GIVING UP DEDICATED SCHEMES
@QVIK

WHAT ABOUT PSD2?
‣ Getting people to pay with their loyalty
card and utilising access to account
instead of credit cars network might be a
lucrative option for larger players
@QVIK

@QVIK
SATU PUUMALA
MUSTI GROUP TALLINK SILJA
HANNA MICHELSSON
WOLT
ELIAS AALTO
NEXT UP…

LET’S CREATE IT TOGETHER
www.qvik.ﬁ

Loyalty beyound cards @ Qvik Business & Beers

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Empfohlen

Empfohlen (20)

Loyalty beyound cards @ Qvik Business & Beers