This webinar will present thorough examples of retailers using mobile to add value throughout the customer journey. Michael Ahearn VP Customer Development and Marketing at iLoop Mobile will share mobile marketing best practices and practical steps to integrate mobile into your retail marketing mix.

1. Mobile Marketing for Retail
January 13, 2012
Confidential & Proprietary
This document contains proprietary and confidential information of iLoop Mobile, and may be used only in accordance with a written agreement between iLoop Mobile
and the recipient. No portion of this document may be reproduced, republished or distributed to any third party without the express written permission of iLoop Mobile.

2. About iLoop Mobile
• Industry leading technology and services make it
fast and easy to create, manage and analyze
mobile marketing campaigns and content delivery
initiatives worldwide
• Award winning iLoop Mobile Platform for creating
state-of-the-art SMS/MMS campaigns, mobile
sites, mobile coupons, CRM & LBS segmented
messaging, apps and other mobile marketing
initiatives
• Industry leader in mobile marketing strategy,
managed service campaign delivery and
professional services
• Campaign design that achieves mission critical
marketing objectives, answering the individual
needs of customers
• Customers include Fortune 500 brands, agencies,
media companies, and other tier-one companies

3. The Big Picture
Mobile drives consumer engagement

4. Why Mobile Marketing for Retail?
Marketing objectives mobile can achieve:
• Customer acquisition with database build • Improved customer service
• Generate retail and Web traffic • Promotional communications
• Consumer awareness • Cross selling and up-selling
• Customer loyalty and trust with brand • Lead generation and prospecting
affinity
• Increased interactivity with
• Customer retention customers or audience
• Viral marketing/word of mouth • Increased use of traditional
& Web marketing channels
• Product sales monetization
Mobile is the most effective retail marketing that exists.

5. Shopper Connect Mobile Marketing
Mobile is most effective when tactics are subservient to marketing strategies
and objectives across the customer journey.
ENGAGEMENT SHOPPER CONVERT TRAFFIC DRIVER LOYALTY & RETENTION
Establish brand preference Convert shopper to buyers Increase foot traffic Deliver value
✓SMS ✓Mobile Web ✓SMS/MMS ✓SMS/MMS
✓Mobile Web ✓Apps ✓Location Services (GPS) ✓Mobile
✓Sweepstakes ✓Mobile Web ✓Coupons
✓Mobile Video

6. Choose Tactics to Fit Objectives
MOBILE SMS WEBSITE/
MOBILE WEB OPT-IN SMS/MMS
SWEEPSTAKES MOBILE CRM PROFILE TEXT TO WIN APPS MOBILE COUPON
& APPS PUSH ALERTS FACEBOOK
DATABASE
GATHERING
WIDGETS
BRAND ✓ ✓ ✓ ✓ ✓
AWARENESS
✓
ENGAGEMENT ✓ ✓ ✓ ✓ ✓ ✓ ✓
PERCEPTION ✓ ✓ ✓ ✓
ABOVE THE LINE MARKETING OBJECTIVES
BELOW THE LINE MARKETING OBJECTIVES
ACQUISITION +
LEAD GEN ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
LOYALTY +
REWARDS ✓ ✓ ✓ ✓ ✓ ✓ ✓
RETENTION +
UPGRADE
✓ ✓ ✓ ✓ ✓ ✓

7. Where Mobile Can Take Retail
• Build and integrate your CRM database for segmented marketing messages
(SMS/MMS) that will improve and drive store traffic and customer loyalty based
on customer preference and profile
• Increase product information via push marketing that relates to online behavior
data (cookies) to drive store traffic with option of relevant coupon
• Deliver incentive marketing programs via mobile that will increase customer
loyalty and retention with option of full POS redemption/tracking
• Make your marketing communications location relevant with LBS messaging
campaigns based on real-time carrier lookup
• Deliver anytime, anywhere access to rich content, information and purchase via
the mobile web and apps
• Create rich media messaging (MMS and mobile web) for PUSH marketing to
drive customer engagement, loyalty and store traffic
• Offer the latest technologies for mobile engagement (ex. 2D bar codes) that
facilitate customer interaction and increase customer satisfaction
• Enable customer service engagement via mobile for customer statements,
loyalty program access, and shipping/billing alerts MMS account/loyalty
point statements

8. Mobile Includes Precise Analytics
Real-time measurement and reporting on
messaging campaigns and site traffic/behavior
• Instant graphic analysis across calls-to-
action, performance metrics and SMS/MMS
traditional media channels
• Analyze which media channels and
impressions activate the most mobile opt-
ins and conversions
• Slice-and-dice data depending on different
needs, views, time increments and
objectives
• Measure web use, behavior and
preferences using familiar online metrics
Mobile Web Site & Apps

9. Mobile Strategy Follows Technographics
Key Retail Demo Example: Moms, 25-49, HHI $75k+ (Not ethnic specific)
Device(s)
Demos & Psychographics Half own smart phones.
Most likely to be on Tier 1 carriers
‣ Median household income $75k with 3G or 4G connection and
―unlimited‖ data and messaging
‣ Price sensitive, majority say they „shop around‟ before
making a purchase
‣ Brand loyal Key Takeaways
‣ Are influenced by trends, i.e., “what‟s hot” 1. The average smart phone user
spends over an hour a day
‣ 4 out of 5 say they are always willing to try new things interacting with the device, and
one of the top three activities is
shopping.
Top Mobile Activities
2. Target group cares about
convenience and anytime,
87% Send/Receive SMS 38% Research using phones anywhere access.
Regularly enter mobile
39% Send/Receive MMS 13% sweepstakes
3. SMS most preferred mobile
channel.
Use their phone to find/redeem a Use their phone to check the
24% coupon 21% status of an order
4. Majority of mobile purchases are
between $20-99
11% Regularly use mobile coupons

10. Methodology: Profile—Strategy—Tactics
Recommended customer touch points determined
by customer mobile profile and strategic objectives
Marketing Goal
Awareness & Purchase Incentives Customer Brand Loyalty
Purchase Retention
Create Mobile Site Create alert opt-in Send time-sensitive Use SMS/MMS to
to SMS/MMS mobile cross sell alert customers to
incentives messages or “next new products or
(coupons, sweeps, product” reminders promotions
promotions etc.) as child enters new
age groups
Appropriate Mobile Tactic

11. Most Prevalent Behaviors for Mobile Shopping
ANGELS DATA SLIDES
1 in 3 Mobile Users
1 in 4 Mobile Users
1 in 5 Mobile Users

12. SMS | MMS Marketing

13. Why Mobile Messaging?
Immediacy
• 5/5/5 Axiom—5 days print, 5 hours email, 5 hours SMS/MMS
Engagement
• Stickyness—unlike other fleeting messaging (social) messages stay on phone
• Direct Consumer Response—click to call, click to web, POS redemption, SMS/MMS response
Personalization
• Messages can be personalized to interests, needs and profile of individual consumers or groups
Performance
• 300% increase of SMS opens vs. email Hello John, Albertson‟s
@ California & Franklin
• 60-70% of emails sent are blocked has special packages of
Ballpark Franks where
• Conversion rates in double digits and as high as 50% you can win season
tickets for the Giants.
• Increase purchase intent as high as 40% Pick some up to grill for
today‟s game.
• ROI branded campaigns reporting as high as 1000%
Interactivity
• Especially with MMS, increase user interest with rich media interactivity

14. SMS + Smart Phones = Success

15. SMS Marketing Campaigns
iLoop Mobile enables a wide variety of
solutions and marketing services for use
in mobile marketing campaigns including:
• SMS subscriptions & alerts with CRM
segmentation
• Promotional marketing texts
• Standard mobile coupons with redemption
codes
• Smart SMS Messaging integrating database
conditions (weather, zip) for segmented
messaging
• Mobile coupons integrating POS
redemption/tracking
• MMS video and rich media messaging
• On-pack promos
• Consumer data gathering Thanks for joining
the
• Broadcast text initiatives VANSMOBILE
ALERTS. We’ll
• Instant win & sweepstakes send you offers
on skate, surf,
• Quiz, poll & vote snow, BMX, girls,
music and more,
• Text to Screen plus mobile
sweepstakes!
• Links to mobile sites
• Publisher mobile content downloads
• Click-to-call (IVR)
• Much more

16. CRM Based SMS/MMS Marketing
• Negative aspect of one message for all recipients
from customer perspective…‖why did I get that
message?‖
• Deliver segmented SMS messaging using CRM
data assuring relevance, increasing opt-in,
Vans Alerts
customer acquisition, engagement, conversion,
Vans Skate Club
and ultimately revenue Special offer 20% all
Ska Skate shoes this
Sat. all Vans stores.
Show this code 4rrrsk
• Personalized messaging on their personal device for discount.
extends the brand into a 1 to 1 relationship with Text HELP for help.
Text STOP to cancel.
customers increasing loyalty and Msg&DataRatesMay
engagement…‖you know me!‖ Apply 877-561-8045
TC:tc.mtiny.mobi
• Integrates into and leverages data in existing
CRM databases, email databases and loyalty
marketing merging customer’s mobile profile and
preferences data
Hello John,
The San Francisco
• Part of cross channel marketing that can bring Microsoft store has
surgical relevance to mobile Web, MMS and 20% off all Guitar
other rich media environments Hero accessories
until Sunday.
Txt STOP to
• Increase the redemption/conversion/sales of your stop.Txt HELP 4 Message components
direct and incentive marketing while cutting costs sourced from existing CRM
help. Msg & Data database dynamically
Rates May Apply. integrated into the message
(name, local store, relevant
• Add a layer of relevance and measurement not products)
available to basic keyword based SMS marketing
that reduces opt-out and database loss

17. SMS Dynamic Messaging & CRM Integration
• Use CRM databases for dynamic
messaging—insert names, use profile
data and preferences to personalize
messaging and create rule sets that
increase relevance and conversion
• Integrate mobile campaigns with Hello John, The San Message
existing or external CRM databases, Francisco Macy‟s components
sourced from
data feeds and content management stores have 20% off all existing CRM
systems Kenneth Cole shoes database and
dynamically
and suits until Sunday. integrated into the
Txt STOP to stop.Txt message
• Integrate with your existing reporting HELP 4 help. Msg &
systems—send data from the mobile Data Rates May Apply.
platform to external reports and view
reports in your reporting systems

18. MMS For Retail
• Multimedia Messaging Service (MMS) is a rich media
messaging service that allows mobile users to send and
receive messages that can include graphics, animations,
slide shows, photos, audio, video, and unlimited text (no
160 character SMS limit)
• It can it provide marketers with increased ad
effectiveness over SMS
• Unlike the Mobile Web, this media resides on the user’s
mobile phone
• Delivery of bar code graphic coupons (right), as well as
potential to delivery one-click videos, animation and
audio.

19. Best Practices: Horizontal Integration
Mobile call to action can/should be integrated into ALL marketing channels

20. Mobile Enabled Direct Marketing Success Rates
Shared mail marketing programs for hundreds McDonalds Thanks You
of small businesses nationwide are reporting:
Enjoy one FREE Small McCafe
• Average conversion rates 15-20% and as Help: moneymailer.com
high as 30% Opt-out: Reply STOP MCDONALD
Msg&DataRatesMayApply.
• ROI as high as $20 return for every $1 spent
• Increases in opt-in databases have reached
23%
• At least 2x redemption rates as compared to
other media channels
• Fraction of the cost of the overall shared McDonalds: Enjoy one
FREE Small McCafe.
mail campaign–mobile easily pays for itself Code 34d83w Exp.1/6/10
Help:mmcoupons.com.
Opt-out: Reply
• Reported 4% increase in incremental sales MCDONALD STOP
Msg&DataRatesMayApply
19

21. Case Examples: Customer Acquisition
20

22. Basic SMS Marketing: US National Retailer
OBJECTIVE:
To drive traffic to retail stores and increase sales by creating and utilizing a mobile
database of customers.
STRATEGY:
Build an opt-in database for delivering SMS offers for in-store only discounts and
promotions, as well as delivering key product awareness messages.
TACTICS:
Incentivize initial group opt-in with instant win and sweepstakes entry, building the
opt-in group via in-store, direct mail and Web promotion of the keyword/short code
for the SMS initiative.
Secondary phase created a Web-based SMS alert club opt-in capturing customer
profile and preference data for future segmented messaging.
RESULTS:
• 10,000 opt-ins first month
• 50,000 opt-ins after 8 months
• 150,000 opt-in customers and growing to date

23. Women’s Apparel
• Mandee used in-store signage in
119 stores to present the call to
action to win a $500 shopping
spree
• Instantly redeemable mobile Print Opt-in
coupon was also sent for 20% off Email
any single item purchased that MANDEE
day
• Entry into the sweeps also offered
opt-in to Mandee Mobile Alerts
subscription for exclusive weekly
SMS messages on events,
promos, and special offers You’re in with
Mandee Mobile
• Subscription CRM opt-in is also Alerts. Take 20%
available via Web form capturing off your purchase of
$50 or more today,
customer profile & prefs data Code 3rr457
exp.12/27/11. See
• Simple ―show the message‖ a Mandee
redemption with trained in-store associate in-store
for details.
associates
 CUSTOMER ACQUISITION
+
 INCREASE STORE TRAFFIC
 LOYALTY Web Opt-in
 BRAND ENGAGEMENT

24. Case Example: Loyalty
23

25. Loyalty Case Study: G by Guess Mobile
OBJECTIVE:
To drive traffic to G by Guess stores and increase sales by utilizing G
by Guess’ mobile database of customers.
G by GUESS loves
you. Show this
message at any G
STRATEGY: by GUESS store &
receive 20% off a
single purchase
G by Guess offered a 20% off in-store only promotion to their mobile today thru October
19, 2008. See an
subscribers. Subscribers received an SMS message that read: associate for details
―G by GUESS loves you. Show this message at any G by GUESS
store & receive 20% off a single purchase today thru October 19,
2008. See an associate for details.”
RESULTS:
• 23% redemption rate
• 7 times the redemption rate of any direct marketing offer in G by
Guess’ history including direct mail, email, etc.
• <1% opt-out rate
24

26. Family Dollar Stores: Loyalty & Engagement
Text JOIN1 to 273283
Mobile incentive offers
received as loyalty alerts or
POP opt-in for specific
product promotions. Message
can include link to site for
more product information or
multiple promos.

27. MMS Marketing: Loyalty & Personalization
Macro: MMS resulted in
higher customer spending than
those who received email or
SMS marketing for the brand.
Infacet: Sent to highest value
customers using CRM based
segmented messaging.
This is a standard direct
marketing practice deployed
via mobile.
An MMS can can include a
single graphic, a video or an
animation, and can embed a
site link in the SMS portion of
the MMS. MMS offers
unlimited text length in any
message.

28. Case Example: Drive Store Traffic
27

29. Driving Traffic: Radio Shack
Bar coded offer provide
incentive for in-store on
online redemption (traffic).
• Consumer opts-in to SMS
loyalty messaging program
―Radio Shack Txt 2 Save‖
• Promotional messages arrive as
SMS messages weekly with
mobile landing page links or
MMS providing mobile coupons
with bar codes
scanned/redeemed at retail
• Coupons can be simple SMS
with ASCII promo code in SMS
for store or web redemption, no
bar code required

30. MMS Use Case For Specific Promotion
Campaign Metrics: 5:1 performance over previous SMS/email campaign

31. Case Examples: Customer Engagement
30

32. Best Buy: Mobile Enabled Point of Sale
Mobile is can provide customer service or execute sales

33. Treasury Wine Estates
• Simplify food and wine pairings with in-store mobile ―wine guide‖
• Text the desired food type, cuisine, specific dish or main
ingredient to 411511 (ex. CASSOULET to 411511)
• Data sent to food pairing database for reply SMS
• 3 wine pairing choices are sent back via SMS
• Helps shoppers with immediate advice, overcoming ―wine choice
overload‖ when dealing with store shelves
• Promoted in retail stores with shelf talkers and neck hangers on
product itself
• Simple yet effective example of using SMS to achieve brand
marketing objectives

34. Case Example:
Integrated Mobile Marketing
33

35. Integrated Mobile Marketing: maurices
maurices Mobile Style Club
• Leading women’s fashion brand with over
700 stores nationwide
• Mobile program promotion was then
integrated into all brand communications
• In-store (posters, window clings)
• Facebook fan pages & ads
• Direct mail
• Print ads
• Sales associate word-of-mouth
• Website
• Unique keywords for each channel tracked
the effectiveness of each channel
• Delivers coupons, exclusive content, style
advice, fashion tips, Q&A options and in-
store promo alerts
• Instant 20% coupon delivered to
incentivize opt-in

36. Integrated Mobile Marketing: maurices
maurices Mobile Style Club
• Promoted in all brand communications and
marketing channels
In-store Signage
maurices Credit Card
College Bookmarks

37. Integrated Mobile Marketing: maurices
maurices Mobile Style Club: Web Opt-in
36

38. Integrated Mobile Marketing: maurices
maurices Mobile Style Club: Direct Mail Opt-in
37

39. Integrated Mobile Marketing: maurices
maurices Mobile Style Club: Coupons
• 5,000 customers opting-in within the first month
• Over 20,000 after four months
• Redemption rate for mobile coupons is consistently over 60 percent
• Over $1M revenue directly attributed to mobile program in first four months
• Average spend per customer per mobile redemption was $70
• Continues to grow and remains a consistent sales driver for both the stores and
maurices.com, and drives social traffic
maurices.com: 43%
In-store promo: 35%
OPT-IN
SOURCE Facebook: 7.5%
Direct Mail: 6%
Combined Other: 8.5%

40. Integrated Mobile Marketing: maurices
maurices Mobile Style Club: CRM Segmented Messaging
• Using the OMG keyword, members can reply to messages and get individual
responses
• Responders can also be directed to the mobile version of the brand’s Facebook
Fan Page
• Hot topics can be identified and shared with the entire group
39

41. MMS: Retail Account Mobile Statement
• Customer opts-in to receive ―push‖
monthly statement on retail account
for credit card, reward points, credits,
balance due, account activity or any
other account information
• Customer can ―pull‖ his statement at
any time via SMS with keyword + PIN
• System can recognize phone number
of user requesting statement and
deliver information without PIN (less
secure)
• MMS offers systematic
communications for bill collection
starting with gentle reminders, through
rescheduling payments to collections
escalation

42. QR/Microsoft Tag Programs
• QR/Tags with MMS provide the best experience with
mobile marketing because for consumers with 2D code
readers, it provides Instant access to rich media
content or graphic coupons/promotions incentives
• With QR/Microsoft Tags and MMS, consumer is one
click from INSTANT PLAYBACK of rich media like
video for optimal consumer mobile experience…no
messing with web search or browsing required
• Scanned 2D code INSTANTLY delivers coupons for
redemption, no fuss no muss
• QR/Tag can also deliver a site page instantly
Live Demo!
Scan this Tag
38

43. Smart Coupons & Alerts
• ―One size fits all messaging‖ can have unknown relevance to the recipient
• Mobile Smart Coupons and Messaging easily integrate with data sources such
as zip codes, weather, consumer profile/preference CRM data, product
inventory, finance, sports scores etc. instantly adding relevance to the
message delivered
• Smart alerts can know:
 Who the customer is
 Where they are
 What’s happening around them
 When they want something
 Why they need or want it The heat wave continues
here in LA! Cool off with
new designer swimwear
Smart Coupon Opportunities for men, women and kids,
20% off this weekend at
• Location aware messaging without carrier lookup costs all stores. Code:34ru3
Exp: 7/12/11
• Make messages sent relevant to external data or information (weather,
immediate response in-store after purchases, past purchases, profile data etc.)
• Make messaging relate to real-time events, business status, and histories
 Promote overstock items using real-time inventory data
 Leverage customer history and real-time purchase behavior for delivery
of relevant marketing and product cross sell
• Drive in-store traffic, Web traffic and product sales.

44. Smart Coupons & Alerts
SMS Only Coupon:
Contextually relevant
Text STORE + your zip code to 44264 to coupon is delivered
receive an SMS coupon every month for Database receives keyword based on keyword +
20% off your favorite fashions opt-in and delivers a coupon database referencing
based on external events or It’s a scorcher in Freezing in NY today?
with unique redemption
information in the database Miami today! Keep Keep warm with with a
code. sweater. 20% off
cool with breezy late wool
summer skirts. 20% off all sweaters at any
at any store. Code store. Code 34r39r
t239r Exp. 10/31/11 Exp. 10/31/11
STORE + your zip
Database
code to 44264
Weather
Location Look Up
Contextually relevant coupon STORE + 10507
Product Inventory delivered based on
keyword/zip referenced Sends coupon for sweaters
Past Consumer Purchases against weather based on cold weather
database…database knows database reading for opt-in
Any Other Event or Data Sets it’s 90 degrees in Miami with New York zip code
Consumer Profile Data (33128)
SMS Reply by Weather
62407 It’s a scorcher in
Store 33128 Here’s something Miami today! Keep
special for you to
celebrate your cool with breezy late
birthday. Come into summer skirts.
Dressbarn and get Discount coupons:
20% off any item.
Miami Code f5mt Exp. http://nyskirts/mobi
5/31/11
OR….You can deliver a
Messages sent based on stored SMS with link to a Web
customer profile data with landing page or mobile
unique redemption code.
site with multiple
coupons and barcode
Text opt-in for either single coupon
or to opt-in to couponing alert group SMS Reply by Weather Links
SMS Reply by Consumer to Mobile Web Coupons
Profile Data

45. Why Mobile LBS? Proximity/Time Relevance.
• Breaks through the clutter of non-focused marketing and prompts immediate response
• Provides new geographic metrics layered on CRM customer data…know where they are and when
and send personal and relevant messages
• Provide ―nearest store to you‖ information and offers that incentivize redemption and increase
probability of sales
• Proximity and time relevance increases store traffic and reduces CPPofF (cost per pair of feet)
• Build a database and increase loyalty using location data—5% of Marks & Spencers’ 22 million
customers are location aware SMS opt-in customers and growing
• Cut marketing cost—make direct marketing more targeted and less wasteful using a single keyword
• SMS LBS offers location aware marketing without the mobile app technology barrier, and requiring
no consumer input telling you where they are
• Ubiquitous reach: 73% user availability, and messages are opened within 4 seconds
• Offer a broad range of complimentary location aware mobile interaction: MMS, sites, coupons etc.
Location Based SMS Campaign Results:
• 79% of customers said location aware alerts increased their likelihood of visiting a store
• 65% made purchases as a result of LBS SMS message
• 73% would ―definitely‖ or ―probably‖ use it in the future
(O2 Media)

46. iLocation Based Services (LBS)
• Location aware messaging for single
SMS offers or alert group/subscription
campaigns
• ―Every time‖ real time carrier lookup of
user location for single interactions
• ―Lookup once‖ carrier location lookup at Team Shop Special Offer
opt-in for alert groups, with option of Take 15% all purchases in
subsequent lookups to verify the user’s the Team Shop at the
Willow Glen location 12
―home‖ Main St @ Lincoln with
promo code:
• Geo-fences for real time push CLRMSAFL50 Exp.
12/31/11
messaging based on proximity to a
For more offers click
store http://mobile.th.com/offers
Text HELP for help. Text
• Deliver highly targeted and valuable STOP to cancel.
messages to consumers on any device Msg&DataRatesMayApply
based on place and time 877-561-8045
TC:tc.mtiny.mobi
Consumer Interest in LBS SMS Marketing
• 1 in 4 interested in location based coupons
• 1 in 5 interested in finding nearby merchants who carry
product they’re interested in
• 1 in 3 age 18-24 interested in SMS about sales in
nearby stores, with 1 in 5 interested in offers or ads for
products tailored to current location
(MMA/Luth Research April 2010 US Consumer Briefing)

47. Mobile Coupons + POS Integration
Why Integrate Mobile to POS? To Measure and Know Your Customers.
• Coupons/incentives are a key element
to building a customer database and
customer relationship marketing POWER OF MOBILE REDEMPTION DATA
• Redemption is trackable and ROI is • Add and access mobile redemption data
highly measurable to your RFM measurements
• Builds brand awareness, loyalty, store • Better influence customer index scoring
traffic and sales and upsell/cross sell
• Integrates easily into traditional • Improve customer segmentation,
marketing channels modeling and lifetime value measures
• Works on every phone using SMS • Fine tune offers to drive sales
• NO paper…easy to use by customer
and eliminates misuse and fraud
• Uses existing POS systems, no extra
hardware for mobile coupon programs
• Gives brick and mortar a powerful
digital tool to compete with online How easy and seamless is mobile
couponing? For basic SMS coupons,
customer simply enters their mobile
phone number in a standard PIN pad
and the coupon automatically
redeemed using the store’s existing
POS system with transactions
recorded.

48. Mobile Retail POS Redemption Solutions
Plug and Play software solution
through the payment terminal,
register and/or optical scanner
ROI DRIVEN Campaign Management
Pay Per Redemption Model
Analytics, Buying Behavior, Offer Creation, Distribution and
Purchase History and Tracking
Segmentation
CRM Database Management of
Users and Mobile Loyalty Program
47

49. POS Coupon Redemption Solution: How It Works
1
6 2
360°
Mobile Coupon
5 Solution 3
REDMPTION OPTIONS
• Payment terminal PIN pads 4
using mobile phone number as
redemption code
• Manual code entry or hot keys
into register checkout screen
• Integration with discount and
loyalty card account
• Scan barcode (optical reader)

50. Mobile Internet & Apps

51. Mobile Internet Sites
Create content rich mobile sites with
interactivity to extend your retail store.
• Full retail sites
• HTML5 sites
• Product info & content delivery
• Micro sites & landing pages
• Video
• RSS/XML integration (product
catalog)
• Store locator/maps
• Location aware content serving
• Viral marketing
• CRM profile/prefs capture
• Click to call/IVR
• SMS/MMS marketing opt-in
• Automated ad serving
• mCommerce & sampling
• Social marketing

52. Mobile Web Rules
Mobile search and web sites are by far the preferred retail mobile environment for a rich media
experience.

53. For Retailers—Mobile Web Is No Longer Optional
• 86% of mobile web users are using their devices
while watching TV—this has heavy implications for
retail broadcast advertising*
• Nearly half of all Web searches during the 2012
Super Bowl came from mobile—the phone is now
an important part of retail television marketing**
• 62% of smart phone users have bought physical
goods from their devices, and these buyers spend
more than an hour a week mobile shopping today *
• 66% of iPhone users report spending $250 or more
on mobile purchases in the last year
• 66% favor using browsers over downloadable apps
for accessing product and other shopping content,
with over half saying easy checkout, product and
pricing info most important
• The user appetite for downloading and maintaining
brand mobile apps is limited
• 30% have video as an influence on the likelihood of Adobe Scene7 Survey 2011, *Microsoft 2011, **Google 2012
purchase, with the top mobile visual merchandising
tools being 360° product spin (54%), side-by-side
comparison (49%) and zoom/pan (44%)

54. The Opportunity of mCommerce
Steve Madden Mobile Site
• Full mCommerce environment for
product purchase
• Familiar web design optimized for
mobile makes site easy to use
• Not an app, this has the full reach
any mobile Internet enabled phone
• Include ―You Might Like‖ engine to
make buying experience better for
user and opportunity for cross or up
sell
Results for Optimized Site Launch 2010
• 10.5% of total Web traffic for Steve
Madden is coming from mobile
• 250% increase in traffic from 5/10-10/10
• Percentage of total Web traffic that is
mobile trended upwards fast: April 2010
4.4%, May 7.9%, June 8.6%, July 9.5%,
October 10.5%
• 1,400,00 visits in 8 months totaling 6.25
million minutes
• Average time on site 7 minutes
• In 8 months 12,000 products sold on
mobile site for $900,00 in direct revenue
with average order at $89.00
• 110,000 SMS alert opt-ins from all
channels where CTA was promoted
• Integrated MMS opt-in
*Source: Mobile Marketer 10/27/10

55. Integrating Social Into Mobile Web
Steve Madden Mobile Site Evolution
• Social marketing enablement added
to mCommerce functionality
• Uses Facebook ―Like‖ functionality
that is pasted to users Facebook wall
• Enables viral product marketing
tactics
• Includes ―You Might Like‖ engine to
make buying experience even better
• The addition of the social elements
Increased traffic 30% in 24 hours
• Using Metrics: products that get the
most ―likes‖ get special promotions
focusing marketing on higher
performing products to increase
revenue
• To drive people to use ―Like‖ in
mobile site, Steve Madden promotes
functionality in their own Facebook
page

56. Sites with CMS & Database Feeds
• Site localized for the user by zip
code query–system then delivers
local dealer’s site built from
standardized brand template
• Individual dealer sites feature
content and information specific to
that dealership (used car inventory
etc.) but in national brand design
environment
• Content includes new model info,
pre-owned inventory, directions
with map, specials, and service &
parts info
• Videos of Lexus models
• Click-to-call triggers call to
dealership
• Viral ―tell-a-friend‖ site forwarding
Direct URL to Serramonte Lexus http://lexusserramonte.com

57. Large Retailers: Target mCommerce Site

58. mCommerce Single Transaction
Customer sees an The scan initiates a
advertisement for landing page that
Phillips in traditional includes product info
1 media (e.g billboard
)and decides to
2 and a payment
window
“Scan´n Buy” or text to
buy the shaver
3
The buyer
enters their
payment card
details and
Save 15% on the new Philips 7000 Payment/billing address sent
shaver. Scan ´n Buy now or provider handles the by URL or
text PHILIPS to 87812. transaction and email
informs merchant with
required information
4

59. mCommerce Simple Payment Solutions

60. mCommerce Best Practices
• It is all about the 60 second transaction!
• Create the right-sized product catalog for mobile
• If you have large catalogs use groups and
categories
• Combine with mobile coupons or promos
• Keep the UI simple with ―one-click to buy‖

61. Advanced Mobile/Social Deployment
Wisdom Wall social media
initiative for Heineken USA to
engage consumers who are
already active in social media and
get them taking about, and
sharing, their ―wisdom.‖
The hub of the Wisdom Wall is a
microblogging application that
lives on a Facebook Fan Page,
and is integrated with digital
signage at events via text
messaging and a mobile website.
This virtual Wisdom Wall provides
the brand with an effective way to
link both real-world and digital
programs while providing useful
content and social currency for
the brand’s target market.
Visit the live mobile site at http://wisdom.heineken.mobi (US Only)

62. Mobile Apps
• Custom Apps: Standard native smart phone apps, built from scratch with original creative and
functionality
• Express Apps: Quick and inexpensive apps that are mobile site conversions
• Enhanced Apps: Express Apps with optional smart phone native functionalities
• Tablet Apps: Native apps with design & formatting for bigger screen
• Best Buy weekly deals
• Browse and search Best
Buy’s entire inventory
• Explore products through
ratings, reviews, related
items and enlarged views
• Fill and manage favorite
products and shopping
cart
• Gift ideas from across the
Web through the IdeaGiftr
tool
• Store locator & shelf
talker 2D bar code scan
for product info
• Reward Zone loyalty
account access
• mCommerce click to buy

63. Mobile Enabled Web Sites & Display Ads
• Opt-in to SMS campaigns via Web
• Mobile content downloads via Web
• Rewards & loyalty programs
• Viral marketing & ―tell a friend‖
• Mobile enabled Web banner ads
Mercury Shoes Mobile
A friend wants to Coupon
share free music Go 2 any Footlocker store
podcasts, presented
by Diet Coke Plus. and show this code
XD43ks for 15% off your
next purchase of Mercury
Shoes.Exp. 3/31/10
Viral Marketing Mobile Enabled Banner Ads

64. Thanks, we’d be glad to answer any questions to help
you mobile enable your retail marketing.
Contact: sales@iloopmobile.com

65. Additional Resources
64

66. Leading Industry Resources
Industry Portals
 Mobile Marketing Resources (open community)
www.mobilemarketingresources.net
 Mobile Marketer: www.mobilemarketer.com
 Mobile Commerce Daily: www.mobilecommercedaily
 Mobile Thinking: www.mobithinking.com
Trade Associations & Industry Enablers
 Mobile Marketing Association: www.mmaglobal.com
 Direct Marketing Association: Mobile Marketing Council
http://www.the-dma.org/segment/mobile
 US Short Codes Administration www.usshortcodes.com