When it comes to planning a retail mobile marketing program, the good news is the bad news: there's practically an unlimited number of ways retailers can use mobile to augment their customer communication strategy. "Good" because limitless possibility means well thought out and executed strategies will return significant value. "Bad" because settling on a starting point can be difficult. This webinar discusses exactly how to differentiate "good" from "bad" and reveals what it takes for retail mobile marketers to be successful. As with all webinars from the Waterfall Industry Insights series, the presentation includes an analysis of stats, case studies, and actionable next steps for effective implementation.

1. Waterfall Industry* Insights
* Retail Mobile Marketing
Kane Russell, VP of Marketing
Waterfall Mobile

2. Waterfall Mobile and the 3.0 Platform
Waterfall Mobile 3.0
๏ Founded August 2005 ๏ Stay updated @ waterfallmobile.com
๏ Offices in SFO (HQ), NYC & Austin ๏ Mobile personalized engagement
๏ Backed by Vista Equity Partners ๏ Custom application development
๏ Cross-channel mobile & social CRM via SMS, ๏ Short code provisioning, certification
MMS, QR Codes, IVR, Facebook & Twitter & audit management

3. Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways

4. Digital Channel Reach
SMS FB News Feed Emails Tweets
Opened Viewed Opened Viewed
98% 16% 12% 29%
Source:
Mashable,
2012

5. Digital Marketing Growth in the U.S.
U.S. Mobile, Social & Email Market Value ($s in millions)
CAGR
Mobile
marke1ng $13,232 32%
Social
media
marke1ng
Email
marke1ng $11,274
$9,150
$8,237 38%
$6,998 $7,057
$5,697
$4,896
$4,238
$3,242
$2,777 $4,995 26%
$4,217
$1,652 $3,453
$2,760
$2,119
$1,590
$2,262 $2,468 10%
$1,510 $1,694 $1,875 $2,066
2011 2012 2013 2014 2015 2016
Source: Forrester, 2011

6. Mobile Coupon Adoption Rate
Projected Users, USA (millions)
CAGR
96.8 5%
92.5
88.2
83.6
35.6 39%
28.7
19.8
13.3
2010 2011 2012 2013
Online
Coupons Mobile
Coupons
Source: eMarketer, 2012

7. Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways

8. Retail Mobile Marketing Strategy
Which best describes your mobile strategy?
Don’t have a strategy
Have a strategy, currently
9% refining
29%
Early stage, developing 34%
a strategy
19%
9% Have a strategy,
starting to refine
Have a strategy
Source: Forrester, 2011

9. Retail Mobile Marketing Objectives
What are your company’s objectives for mobile?
82%
Drive sales to website 87%
63%
Improve customer satisfaction 65%
63%
Develop brand loyalty 65%
62%
Be a ready source of info 61%
58%
Improve customer acquisition 57%
54%
Improve customer retention 56%
49%
Drive traffic in other channels 46%
49%
Keep up with competitors 48%
43%
Smartphone
Learn from mobile 41% Tablets
37%
Drive sign ups 35%
31%
Location-based targeting 22%
28%
Real-time marketing 26%
23%
Drive 1:1 dialogues 19%
6%
Reduce SG&A costs 6%
Source: Forrester, 2011

10. Retail Mobile Marketing Objectives
How do you measure the success of your mobile strategy?
Mobile site traffic 80%
Revenue via mobile 75%
Average order value 54%
Number of mobile app downloads 32%
Product searches via mobile 20%
Number of opted in mobile consumers 20%
Repeat visits/logins 20%
Mobile site/app satisfaction 14%
Number of alerts sent to mobile 8%
Source: Forrester, 2011

11. Goal of Retail Mobile Marketing
Channels
}
Channel Channel
CONSUMER
} Brand CONSUMER
Channel
Brand
Multichannel marketing CRM is Cross-channel marketing CRM places
the use of different and disparate consumers at the center of the
channels to simultaneously push conversation, targeting messaging
the same message to the based on channel preference and
consumer. permission.

12. Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways

13. Lane Bryant Instant Win

14. Lane Bryant Instant Win
Takeaways:
Takeaways ...
Do
• Use immediacy within
mobile environment
• Integrate with POS
• Speak in the language of
the consumer
Don’t
• Fail to preplan ongoing
strategy

15. Example: One off Engagement

16. Forever 21 Mobile Club
Takeaways ...
Do
• Drive participation with
non-monetary and
monetary incentives
Don’t
• Fail to promote across
channels

17. Forever 21 Mobile Club
Takeaways ...
Do
• Drive participation with
non-monetary and
monetary incentives
Don’t
• Fail to promote across
channels

18. Example: Call to Action Proliferation

19. Home Depot Scan For More Martha

20. Home Depot Scan For More Martha
Takeaways ...
Do
• Make user experience
as seamless as possible:
‣ Incentive; integration;
alternative path;
mobile optimized
Don’t
• Focus only on
immediate term
customer value

21. Sephora Scan. Watch. Learn.

22. Sephora Scan. Watch. Learn.
Takeaways ...
Do Don’t
• Custom brand 2D • Fail to guide
codes when consumers
possible through a brand
story

23. QR Code Penetration
US Adult 2D Code Users And Penetration
2011 2012 2013 2014
Adult 2D code users
(millions)
21.20 26.37 32.49 38.57
% increase from
previous year
146.9% 24.4% 23.2% 18.7%
% adult smartphone
user penetration
25% 25% 26% 27%
% adult mobile user
penetration
10.1% 12.4% 15.0% 17.6%
% adult population
penetration
8.9% 11.0% 13.4% 15.7%
Source: eMarketer, 2012

24. QR Code Preferred Content
Discounts/coupons/free items 43%
More information about products/service 26%
Access to exclusive content 25%
Purchase an item 23%
More information about an event 22%
More information about a brand/company 18%
Source: eMarketer, 2012

25. Tic Tac Mints Mobile App Download

26. Tic Tac Mints Mobile App Download
Takeaways ...
Do
• Engage target audience
strategically
Don’t
• Promote technology for
technology’s sake

27. Example: Valuable App Experience

28. Neebo Mobile Coupons

29. Neebo Mobile Coupons
Takeaways ...
Do
• Keep the call to action
clear and compelling
Don’t
• Forget to walk through
semantics when
designing a mobile
engagement strategy

30. Mobile Coupons Refresher
Method
• Static
• Dynamic
• Dynamic-verified
Means
• App
• Messaging
• Web
Learn more @ the Waterfall webinar archive

31. Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways

32. Opportunities: Integrate Email and SMS
For redemption, data collection and
brand awareness:
6x SMS engagement vs Email
For coupons:
8x Mobile redemption vs Email
Source:
ePrize,
2012

33. Opportunities: Analyze and Optimize
Sweet Spot For Lowest Unsubscribe Rates
4x per week
Peak shopping season
4x per month
Non-peak shopping season
Source:
ePrize,
2012

34. Objectives For Today’s Webinar
1. Mobile Industry
2. Retail Mobile Marketing
3. Case Studies
4. Opportunities
5. Takeaways

35. Key Takeaways
1. Use cross-channel communication geared toward
ongoing engagement to avoid the limitations of
one-off marketing.
2. Analyze the incentives used in a campaign and
make sure they are sufficient and compelling
enough to drive user interaction.
3. Align mobile with overall branding efforts to
develop a consistent voice throughout the brand’s
marketing portfolio.

36. Any Questions?
For more information visit www.waterfallmobile.com
Further industry insight available on our blog @ blog.msgme.com
More resources @ http://www.msgme.com/c/SolutionsIndustryVerticals
Or contact us directly @ marketing@waterfallmobile.com