Incentivated presentation given to retailers at various events in 2011, discussing mobile marketing and its integrated implementation within existing markketing strategies and plans.

1. Mobile for retailers Jason Cross 24 th March, 2011

2. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary

5. 27% of adults with phones have ever used their mobile to purchase a service/product via cards/bank details/pay pal Source: IAB Consumer M-Commerce Study October 2010 Base All UK Mobile Users (1039)

9. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary

12. Mobile’s role in your business strategy Attract (Acquisition ) Interact (mCRM ) Transact (mCommerce )

13. Customer acquisition CRM / Retention / Loyalty Customer transaction Incentivated clients

14. Incentivated retail clients

15. Incentivated – mobile web tools

16. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary

17. iris – Tools for Mobile Your customers SMS Location based Alerts MMS Bluetooth Applications Mobile video Mobile ticketing Mobile Internet Mobile donations Sampling Text & Win

18. Mobile App or Mobile Web? Although apps are ‘cool’, mobile sites reach more people Mobile Applications Mobile Web Site Cross-Platform App Online content Y Y Y Offline content Y Y (HTML 5 data store) Y Audio / Video Y Y Y Interactive graphics Y Limited Y Install on ‘home screen’ Y Y (iPhone) Y Multi-platform Build for each device Y Y Single entry-point (URL) Requires install step Y Requires install step Location Services (GPS) Y Y Y Notifications Y N Y Development costs Once per OS Once Once Maintenance costs Repeated per OS Once Once App store required (cost) Y N Y

19. Mobile App or Mobile Web? Although apps are ‘cool’, mobile sites reach more people

20. ‘Cookie cutter’ or bespoke approach?

21. ‘ Explicit’ personalisation Explicit Personalisation The person browsing the website has been to the site before. They have previously provided feedback that they are interested in. Logo Menu item 1 Menu item 2 Personalised banner Promoting something they are Interested in Welcome back: FRED SMITH When you were last here, you looked at The following products Product 1 Product 2 Product 3

22. ‘ Implicit’ personalisation Implicit Personalisation Based on past behaviour, we know what the person is interested in. This can be derived from the categories and products they have previously looked at or the keyword they searched for in a search engine to get to the mobile site Logo Menu item 1 Menu item 2 Personalised banner Based on the search engine keyword You recently looked at XXX Here are some more products you might Be interested in Product 1 Product 2 Product 3

23. Location aware Mobile Site Location Aware Based on their location, we can add promotion based adverts or advise them where their local store is. Logo Menu item 1 Menu item 2 Personalised banner Based on their location You are near: XXX Our nearest store is XX metres away Get directions Menu item 3 Menu item 4

24. Mobile Site Time Aware Based on the time of day, a person may be interested in different things. During the weekday they are at work. During the evenings they could be out or watching TV.. Time aware Logo Menu item 1 Menu item 2 Personalised banner Based on the time of day It is 11:00am On TV later is XXX

25. Location and time aware COMBINATION Mobile Site Location aware and Time Aware Based on the time of day, a person could be interested in different things in their area. In the morning, they would want to read a newspaper or know where to buy a coffee. In the afternoon it could be where to buy lunch or go shopping and in the evening it could be best restaurants Logo Menu item 1 Menu item 2 Time based banner It is 12:00 and you are near XXX Favourite places for lunch are: XXX XXX Good shopping places are: XXX XXX

26. Generic landing page Data capture form (Name, Email, Phone #, ZIP) Link to Ts+Cs Customer receives SMS, clicks on URL Video Gallery Photo Gallery The customer journey – an example site Audio Gallery Customer sees CTA and texts in to shortcode Generic Home page - unlocked access to all new XJ material To maximise interaction within sites, nothing is more than 3 clicks away Ts+Cs page E-Brochure delivered to collected email address Incentivated ‘sniff’s’ handset type and delivers WAP, iPhone or Android site Incomplete or invalid details page Prospect’s contact details forwarded to client FMN dealer page FMN dealer results page E-brochure order page E-brochure confirm page * Phones that do not support ‘spin around’ will be served an animated GIF SPLASH: Interactive 360 ° XJ spin (iPhone & Android only)* Note: The 360° spin ‘splash’ feature launches as soon as users arrive on the landing pages.

28. Enterprise Content Management Master Content English German French UK Website UK Mobile site UK Mobile App Campaigns Social Email/SMS Head Office Created Content Translation Layer Channel Content Italian

31. Integration options Customer Database Retailer Systems Databases Product Database Transactions Database Product Information Promotions Loyalty Programs Stock/Order Management Customer Management Application Servers Mobile Data Internet Data Secure Transfer Protocol / Firewall Commerce Channels 3 rd Party eCommerce Platform Incentivated Payment Order Management Mobile CMS Network Wired Network / WIFI / 3G / GPRS Encryption Protocols / Wireless Security Mobile Environment Ecommerce Website Incentivated Capability Detection Content Repurposed Designed for Mobile Location Detection Redirect to Mobile Site (i) Back office

33. Integration option (ii) eCommerce platform Retailer Systems Product Information Promotions Loyalty Programs Stock/Order Management Customer Management Application Servers Mobile Data Internet Data Secure Transfer Protocol / Firewall Commerce Channels Incentivated Micro Payment Order Management Mobile CMS Network Wired Network / WIFI / 3G / GPRS Encryption Protocols / Wireless Security Mobile Environment Ecommerce Website Incentivated Capability Detection Content Repurposed Designed for Mobile Location Detection Redirect to Mobile Site Customer Database Product Database Transactions Database 3 rd Party eCommerce Platform

36. Integrated thinking Press ads Website DM Social media Email Mobile banner ads Mobile loyalty service

37. Promote your site NY - newstands

38. 2010 WINNER Most Effective Mobile CRM/Enterprise Messaging Campaign The campaign reached out to those who signed up for picture (MMS) messages and text (SMS) alerts with offers, deals, promotions and news about M&S. This enabled M&S to engage with their customers through mobile directly and use it to complement existing DM and email contact strategies. Click-through from SMS & MMS The ongoing campaign had recruited more than 700,000 opt-in customers to the mobile database with a minimal opt-out rate.

39. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary

47. King of Shaves – mCommerce app Home Page Payment options Delivery details m-Video

48. QR codes go mainstream

49. M&S mobile barcodes customer journey 2D Barcode on juice bottle Scan image Provenance story Mobile voucher

51. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary

58. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary

61. (No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone) Jason Cross Marketing Director [email_address] @jcmobile10 Incentivated 23 Curtain Road London EC2A 3LT Tel: 020 7392 2323