Bridging online offline engagement using omnichannel data Driven

Bridging online & offline engagement using omni-channel data Driven Commerce event - 8 February 2018 Eyal Oster – Mobile. Bridge President and founder 1

Customers are ever more Mobile …and the average US online adult owns 6. 7 connected devices. 2

Online commerce is growing BUT Offline is still #1 * US Census Bureau Data 2

Offline revenue is strongly influenced by mobile 2

Pre-mobile: Mobile has changed the game for engagement Who to Customer segment reach Mobile: Individuals What format Pre-fabricated messages Personalized content and content through pre-planned channels through optimal touchpoint When to Triggered by a engage company event Where to Any location engage Why the engagement occurs Proactive interactions to serve the organization, or reactive communication to serve the customer Push-based communication triggered by a customer-led event An explicit location Proactive interactions to serve the customer and organization 2

Data Customer Engagement Obsessed To beat the odds today and own the moment, your organization has to be: Target audience obsessed, focusing your strategy, budget, and operations on enhancing your understanding of and engagement with your audience. 2

Companies need the right strategy, data, and technology in place 2

Forrester Research Region • 51% Western Europe • 48% North America Industry • 61% Retail • 39% Consumer Package Goods 2

Forrester Research Company Size By Revenue • 56% $500 million to less than $1 billion • 31% $1 billion to $5 billion • 13% greater than $5 billion Job Title • 59% director • 31% vice president • 10% C-level executive 2

Marketers don’t effectively use customer data 2

A wealth of Mobile data & engagement often not used 2

Customer engagement key data source for mobile marketing strategy 2

Marketers are missing the opportunity for engagement and insights 2

Majority of companies however have not bridged on& offline worlds 2

And many marketers are still relying on disconnected technologies 2

Firms can catch up by adopting tools essential to mobile success 2

Start building your bridge to connected customers 2

Integration of legacy systems with cloud engagement platform to capture and drive the mobile moment 2

Capturing the mobile moment: Existing data 2

Capturing the mobile moment: Situational data 2

Capturing the mobile moment: Usage data 2

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Customer case: Who? ü Leading fast food chain with 400+ restaurants Goal? ü Drive customer loyalty & satisfaction, increase restaurant traffic, conversion & ultimately revenue How? ü Connecting Mobile, CRM, POS & Geo (indoor & outdoor) ü Identify mobile moments ü Engage & drive customer dialogues 2 428

Integration & Implementation Integration with: Point-of-Sales (2000+) CRM Mobile App Geo-Location + Indoor (Beacons) Start a Workflow based on transactions from Point-of-Sales. Mobile Extension by sending asset to app users based on business rule defined in customer’s CRM. 2 529

Unique view July August Active users per month: • April: 4000 • May: 26, 558 • June: 41, 830 • July: 44, 751 • August: 84, 762 ü 30% users converted to paying customers ü Average of 50% increasing per month for active users 2002 61 June July August 16788 13084 11552 14659 35862 25871 10479 29238 20715 May 5762 April 27168 21575 13674 8809 2021 20579 62563 44751 41830 June 2891 2600 254 May 33711 2404226558 4179 4000 April Answer 12762 Activate 1570 Save 52 Active users Survey Activity 84762 New installs Promotions Activity 54929 App Activity 15616 Activity + Engagement = Conversion April May June July August Promotion conversion rate per month: • April: 9. 7% • May: 23% • June: 26% • July: 50. 5% • August: 72% Survey response rate per month: • April: 85% • May: 78% • June: 87% • July: 88% • August: 93% ü Conversion rate for the whole period: 50% ü Driving 1 out of 3 app users to the restaurant ü Conversion rate for the whole period: 85% ü Driving app users to provide input and enrich data 26

Situation analysis Craft the experience Real-time Segmentation & Targeting Carrousels, videos, scratch cards, games, surveys, polls Market at the right user segment, at the right time, in the right location Data from other channels Easily built rich user experiences conducive to higher customer interaction and response Incentivise two-way action Build conversation Promotional coupons, loyalty, gamification Conversion & Consumer data Use better data in follow-on conversations and enrich existing systems with richer mobile data set Use (existing) promotion and loyalty schemes combined with gamification to power conversion 27

THANK YOU FOR YOUR TIME Questions? Eyal Oster, Mobile. Bridge, eyal@mobilebridge. com