1. confidential
mobile apps for brands
iLounge
Mobile Loyalty
jasper olieroock
strategy director
jasper.olieroock@mobtzu.com
(06) 2409 7675
@ock12
confidential mobtzu is part of the valley

2. 1. Introduction
2. Loyalty loop
3. Mobile characteristics
4. Mobile & loyalty
Agenda

3. nl.linkedin.com/in/olieroock

4. Loyalty?

6. If you want loyalty,
buy a dog

7. 2. Loyalty loop

8. Consumer decision journey

9. ‣ Buy more, more often
‣ Increase lifetime

10. ‣ Saving schemes
‣ Service

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mobile apps for brands
confidential
How does mobile fit in?

12. 3. Mobile characteristics

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mobile apps for brands
heel
soms
CONTEXT AWARE INTIMATE ALWAYS ON

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mobile apps for brands
Context aware

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mobile apps for brands
15
Context aware

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mobile apps for brands
Intimate

17. confidential
mobile apps for brands
Always on

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mobile apps for brands
context
aware
intimate
social
always on
24/7 mcommerce
new digital
ecosystem
is mobile
geo
location
mobile
utility &
payments
social
selling &
buying
m-crm

19. 4. Mobile & loyalty

20. ‣ Saving schemes
‣ Service

21. ‣ Branded utilities
‣ Over the top
‣ Punch cards
‣ Service tools

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mobile apps for brands
Source: Ingmar de Lange: Brand utilities
Branded utility
It’s a tool and a promotion

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mobile apps for brands
Source: Ingmar de Lange: Brand utilities
Brand utility
It’s a tool and a promotion
Branded utility

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mobile apps for brands
It’s not about demographics,
it’s about activities
confidential
Branded utility

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mobile apps for brands
Nike+ running
confidential
Branded utility

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mobile apps for brands
Appie
confidential
Branded utility

27. Sandd
Branded utility

28. Over the top

29. #1 in usage & ‘real world’
shopping
Source: Nielsen / eConsultancy 24 January 2014.

30. Source: eConsultancy 24 January 2014
Shopkick
‣ 6M users, most used shopping app at POS
‣ 150 partners (eg. Macy’s, JC Penny, Best Buy,
PSP’s, and brands like P&G and L’Oreal)
‣ One of the first to integrate Beacon
technology in the app and in stores.

31. Source: Nielsen / eConsultancy 24 January 2014. Data based on iOS and Android users.
19%
17%
13%
10%
8%
6%
6%
5%
Amazon
eBay
Groupon
shopkick
Starbucks
Walgreens
Barcode scanner
Target
2:37
1:10
1:09
0:46
0:34
0:27
0:23
0:22
shopkick
eBay
RetailMeNot
Sephora
Amazon
Safeway
Groupon
Kroger
Active reach
Overall Top shopping apps
Avg time spent

32. Location based
beacon / meatpack shoe hijack
UPDATEN

33. <MyOrder onepager>

34. confidential
34

37. Van deur tot deur

38. Punch card
‣ 1M users
‣ 5.000+ businesses
‣ Mobile payment

39. Location basedLevel Up

40. Level UP
data van
hun site
Punch card
White label

41. Service tool

42. Vodafone

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mobile apps for brands
43
mobile
self-service
improves
satisfaction
ratings
18%
ARPU uplift
for an operator*
30%
of traffic to self-
service pages is
mobile
up to
20%
decrease
in call volume
Source: 2013 Analysys Mason whitepaper on mobile self-service
Mobile self service

44. Thank you
jasper olieroock
strategy director
jasper.olieroock@mobtzu.com
(06) 2409 7675
@ock12
nl.linkedin.com/in/olieroock