Presented in San Francisco October 29, 2013 to WIMA-USA.

1. USEFUL is the
NEW COOL
Connecting the Physical & Digital Worlds
To Create Better Customer Experiences
Aric Nissen
@FamousAric

2. Last month,
this restaurant
with1400 locations
made a MAJOR
technology
announcement.

3. Look at Full Menu
Instant Beverages & Desserts
Play Games
Share Real-Time Feedback
Sign up for Special Offers
Pay the Check Now
benefits
A touchscreen tablet at every table
feature

4. The Inside Scoop /
How it Drives Business
55
%
pay at table
(pain point)
30
%
increase in
Guest Satisfaction
20
%
increase in
Dessert sales
• Wait times reduced by 3-6 minutes
• Gaming revenue
• Beverage Promotion Revenue
• Replace paper menus
• Increase rate of Email Club Signup
• 800% increase in survey response vs receipt survey

5. Ziosk + Mobile / NFC
“Future applications will enable
guests to interact with the Ziosk®
via their mobile phone, for example,
using it as a game controller.”
“Or, if the guest has an NFC enabled
phone, they can tap the Ziosk to pay
for their meal or to receive special
offers to be added
to their e-wallet.”
John Regal,
CHIEF MARKETING OFFICER
Ziosk®

6. only 10% of an iceberg
is visible

7. Pay for Stuff
only 10% of an iceberg
is visible
MOBILE
PAYMENTS
Mobile
CONNECTIONS
Influence Spending
Seek / Share Information
Join Brand Community
Loyalty
Smart Merchandising
Events
Customer Acquisition
Re-Engagement
Proximity Advertising
Share Feedback w/ Brand
Broadcast to Social

8. RETAILERS:
How Not
to Fight
Showrooming

9. Retailers should embrace showrooming and help mobile-enabled customers buy!
%
33
of people would rather
give up sex for a week than
their smartphone.
%
83
of shoppers use their
smartphone in a store. 52%
use to research product.
STUDIES: TeleNav 2011, Pew Internet & The American Life 2013, Deloitte Retail Survey Group 2013
%
14
more likely to buy in the
store than those who don’t
use a smartphone

10. Each of the “Top 20 Toys” of the 2012 holiday
season had a QR code to purchase the toy
directly using a mobile device.
Parents snap the QR codes with their mobile phones and access
a page for each toy, where they could then buy it and ship it (for FREE)

11. BENEFITS
• Placing online orders for toys that are out of stock
• Purchasing for remote love ones
• Parents can secretly buy toys that their children want,
even with their kids shopping alongside them.
Combined with free WiFi, this was a seamless user experience integrating QR codes in useful way
while serving a cross-channel marketing strategy.

12. • Imagine a world where virtually everything and everyone
has a “find out more” button. Every product. Every place.
Every advertisement. Every person. Anywhere. Anytime.
THIS OUTDOOR BILLBOARD
INSTANTLY SENDS #MOBILE GIFT CARDS

13. THIS MINNEAPOLIS BUS STOP

14. THIS MINNEAPOLIS BUS STOP
IS A TARGET STOREFRONT

15. Beer.
The Killer
App for
NFC?

16. 1
2
3
NFC-enabled
featuring
Proxama’s TapPoint
platform.

17. RESULTS
• Sales increases
• Guinness has installed 15,000 NFCenabled founts across UK and Ireland,
plans to install another 65,000 by 2015.
BENEFITS (BRAND)
Sales and profits
High-impact advertising
Powerful brand statement
Valuable data about Guinness
customers & consumption patterns
• Build 1:1 communication channel
beyond the pub
•
•
•
•
BENEFITS (CONSUMER)
• Fun interaction with brand
• Beer!

18. 6 Seconds
FASTER AT A FAST-FOOD
DRIVE THRU = 1%
INCREASE IN SALES
SPEED = KILLER APP
Isis, the carrier joint venture pushing
mobile payments out in the market, said
last week it will give away 1 million
smoothies through a partnership with
Jamba Juice.

19. 80%
of Millennials look
for lowest price
60%
willing to bypass
favorite brand for
cheaper alternative.
75%
of consumers would
switch brands if
offered real-time
discounts delivered
to their
smartphones while
shopping.
88%
Retailers with a
loyalty program are
88% more profitable
than competitors
that do not have
one. (Deloitte)
“LOYALTY” IN THE DIGITAL AGE
WSL Strategic Retail
AisleBuyer
Deloitte Retail

20. 35%
Consumers will increase their visit rate to a particular restaurant with a loyalty program by an average of
and nearly two-thirds of consumers would recommend a restaurant more if the restaurant has an appealing
rewards program. [Loyalogy, survey of 1000 dining customers]

21. Top 5 Loyalty Roles
for Smartphones
1. “Show phone”membership capability replaces ID#,
traditional card or keychain tag.
NFC/QR supplants data entry, NFC app-less check-in
2. Instant points redeem & rewards status update channel
3. Delivery system for content Coupons*, games, news, events.
4. High-impact device for location-specific
communications.
5. *Replacement for cards and cash at Point-of-Sale:
the gateway drug to mobile payments.
*Redemption rates for mobile coupons 10X higher than print.

23. QR Loyalty Program Takes Strong
Share of Mobile Wallet

24. QR Loyalty Program
Is Fastest Way to Pay
(NFC++)

25. FLOMIO®
Bringing
iOS to the
NFC Party
“We see a future where all
mobile devices interact in the
NFC ecosystem, and we want all
mobile users involved now.”

26. NFC Caps
Custom 3D Print
NFC Tags
NFC Actions
Read-Write App
NFC Wristbands
NFC Kiosk
for Events

28. Objectives
1. Demonstrate the power of NFC
2. Give fans an enhanced takeaway
premium
ENGAGEMENT
Flomio bridges the gap between NFC-enabled Android
handsets, non-NFC enabled Android tablets, and iOS devices.
• 200 devices in the field across
20 NFL properties.
• 20,000 customers have received
NFC-enabled bracelets
• These fans have performed over
100,000 NFC-enabled
interactions.
IMAGINE
Events with wristbands linked to
social media accounts –
“Eventcasting”

29. Big Ideas for Success in
Commercializing QR & NFC
The POS is now “Point of Experience"
Mobile connection makes shopping, waiting, dining & buying better
Payments are just the tip of the iceberg
Smart merchandising, engagement, & loyalty data impact SPENDING
Focus on customer BENEFITS vs tech FEATURES
Useful is the new cool. Speed is a killer app. Customers value the
experience technology provides more than the technology itself.