Incentivated product summary retailer-issued, personalised mobile coupons & vouchers for offline use

Retailer-issued, personalised
mobile coupons for offline use
Product Summary
February, 2013

Copyright Incentivated Limited 2013 www.incentivated.com

It’s easier to do than you might think
Retailers are issuing personalised mobile coupons & vouchers for use in-store now

Copyright Incentivated Limited 2013

Is this the situation with your current set-up?
Probably your EPOS does not support:
Creation of millions of personalised promotion codes
Distribution of these targeted offers to consumers via mobile
Real-time validation at till with appropriate mis- and mal-redemption
checks
In addition, maybe you wish to cut the cost of an existing
coupon/voucher programme or introduce one without the
associated over-head of plastic cards and paper offers
You want to go digital (mobile) but think that you need new hardware

If so, we can help – we have a software solution, compatible with most EPOS


How does it work?
Upon presentation of a personalised offer your EPOS queries our platform for validity

The Incentivated platform delivers:
Real-time (fast) coupon/voucher validation
End-to-end campaign management including creation and distribution
All that is required:
Upgrade your EPOS software (during next planned release) to allow the
till (spoke) or central system (hub) to query the Incentivated platform for
details about the personalised offer
General (non-personalised) offers are created within the EPOS and the
Incentivated platform then personalises these for each consumer
Compatible with SMS, mobile sites and apps, including barcodes and
NFC should you later upgrade your hardware


Contents

Background
Scenarios
Solution design
Features
Reporting


The coupon/voucher universe
Today most coupons/vouchers are physical in format and redeemed in-store

Where redeemed? In-store Online

Type? Physical Digital Physical Digital

Success?

Important The opportunity Small but growing

The opportunity
Can offline use of retailer coupons/vouchers be enhanced through mobile?

Redemption of a physical coupon/voucher in-store has been going
on for decades but involves a long lead time, is expensive to do and
open to abuse (mis- and mal-redemption)
Redemption of both physical and digital coupons/vouchers via an
ecommerce platform is easy to manage and growing in use but most
sales are still in-store
Redemption of a digital coupon/voucher in-store or at a physical
venue is more difficult yet also where the opportunity lies
Once the retailer issues own offers then manufacturers can join in

Retailer-issued mobile coupons/vouchers for offline use are possible


How does the EPOS know that it’s you?
The consumer’s mobile number is the key to targeting

Personalisation is required for targeted marketing
Each person can be targeted with different i.e. personalised offers
Ecommerce platforms do this easily but you can’t ‘login’ at till
Paper coupons/vouchers are personalised by virtue of being physical
But these are expensive, involve a long lead-time and suffer mis- and
mal-redemption
Linking the Incentivated Campaign Management Platform to your
EPOS gives it the ‘leg-up’ that it needs

All you need is an online EPOS – our platform creates and validates the offers


What do we mean?
This solution applies to retailer- (or venue-) issued coupons/vouchers for offline use

Issuance

• Retailers (or venues)
• Third party partners, affiliated and
aggregators
• Manufacturers (not covered here)

Display Redemption

• Text string in SMS • Manual entry by till operator or
• Text string, barcode or NFC token self-service
on mobile site/web-app or in an Retailer-issued mobile coupons/ • Chip & Pin
application vouchers for offline use • Scanning (barcode)
• NFC swipe

Validation

• Real-time
• Basket validation by EPOS
• Coupon/voucher validation by
Incentivated

INSERT PARTNER LOGO IN MASTER Copyright Incentivated Limited 2013

All mobile formats covered
Consumers with the retailer’s app might get a push notification, others an SMS


For both acquisition and retention cases
Coupons and vouchers created and redeemed in the same way

Acquisition offers (e.g. discount coupons) and loyalty rewards
(vouchers) can be managed through the same solution
Coupons have traditionally been ‘clipped’ from a newspaper by unknown
customers
Vouchers are usually issued as rewards to loyal customers
Don’t have a loyalty programme because of cost reasons?
As well as distributing rewards electronically the loyalty programme can
be run virtually e.g. storing points against the consumers mobile number
or in an app instead of on a platsic card

We are good at solution design and systems integration – there will be a way


Acquisition: mobile coupons
Instead of coupon-clipping the consumer texts or scans QR for discount coupon

Consumer texts or Displayed as SMS, Redeemed by manual Granular reporting in
scans QR for coupon barcode or NFC token entry, scanning or real time
on site or in app swiping

Redemption is a be a
will
legacy of the existing
hardware but future-
proofed for upgrades


Loyalty: mobile vouchers
Mobile vouchers sent to consumers based on past behaviour (reward)

Data selection made Offer broadcast to Displayed as SMS, on Redeemed by manual Granular reporting in
consumers site or in app entry, barcode or NFC real time

Redemption is a
legacy of the existing
hardware but future-
proofed for upgrades


High level solution design
Marketing EPOS Incentivated Consumer

Campaign created
Promotion
brief
Distributed

Redeemed

Checked
All in under 1s
Validated

Applied

Confirmed or released

Reported
Reports


Technical architecture
Data synchronised to cloud-based Coupon Management System for low latency

Alternate infrastructure hosted elsewhere for resilience and failover


Information architecture
Compatible with CRM systems and “Single Customer View”

Incentivated can tie data into CRM systemsin order to provide additional MI


Coupon Management module
This module sits within our online platform ‘iris’
both self-serve and managed service options
Supports creati0n of all different offer types e.g.
buy X get Y free, get X%/£ off for qualifying £Y spend etc
Records different validation responses e.g.
valid code, please honour
invalid code
presented beforehand (by same or another customer)
offer not started or expired
abandoned transactions also be reported
Provides tabular and graphical reports for single or multiple
campaigns

Robust and resilient systems
Speed of response and system stability is of paramount importance

Stability
Use tried and tested methods for database & coding practices
Thoroughly tested via unit testing and other test scripts
Been creating communication systems like this for years
Seamless integration with resilient interfaces
Standards-based web services for communication
Cloud based with ‘instant’ resilient resource
DR exercise practiced and elimination of single points of failure to keep
downtime to <5mins/month (i.e. >99.99% uptime)
Performance
Load tested to ensure at least 95% of responses in <1s
Massive concurrency
Monitored servers, interfaces and URLs to benchmark against various KPIs


Scalability
Distributed architecture to share the initial dimensioned load of 1M
transactions/day per client (up to 100 hits/s per client during peak
times – 10s of times more than expected for first few years)
Flat database structure to initially accommodate 100s of millions of
rows (codes)
Hosted in the cloud (Microsoft Azure) for ultimate scalability
Bandwidth usage is minimal through good design


Future proofing
Our content management system has the ability to incorporate
newer technologies when there is a requirement
QR code (for scanning)
NFC (via a compatible wallet app)
app push notification (to a wallet app)

The Model View Controller approach separates content from presentation


Admin tool: campaign creation


Admin tool: management reporting


Admin tool: customer service support


Thank You

info@incentivated.com

Incentivated
23 Curtain Road
London EC2A 3LT
Tel: 0845 130 3985

(No code reader? Text CODE to 62233 for
a link to a reader appropriate for your
phone)

Copyright Incentivated Limited 2013 www.incentivated.com

Incentivated product summary retailer-issued, personalised mobile coupons & vouchers for offline use

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