On the 24th November, we were joined by Hi Mum! Said Dad and Molson Coors UK, to unpack the possibilities for engaging with consumers through mobile.
Mobile is undoubtedly one of the fastest growing areas of retail — keeping us connected 24/7. When used effectively it offers countless new opportunities to connect with consumers, and to seamlessly turn these interactions into transactions. The Centre of Retail Research has predicted that mobile will be responsible for 30.1% of sales in Europe in 2016. Yet with such a vast array of mobile products, services and innovations to choose from, for many brands and retailers this fast-evolving landscape is proving tricky to navigate.
On Tuesday 24th November, we partnered with mobile specialists Hi Mum! Said Dad to host a Breakfast Briefing in the Library at Shoreditch House, where we explored some of the key challenges and opportunities presented by this channel.
Hi Mum! Said Dad’s Managing Director Craig Wills spoke alongside Sean Ferguson, Customer Marketing Manager for Digital and Loyalty at Molson Coors UK, sharing their insights and expertise in the area, and discussing in depth the Carling iPint app that Sean and the team at Hi Mum! Said Dad launched together. The first CRM programme in its category, the app functions as a loyalty and rewards scheme, offering prizes and cashback opportunities for purchases, as well as allowing users to gift pints to friends, and delivering targeted messaging via geo-location and beacon technology.
With their help, we also considered payment and loyalty schemes more broadly, the future of the app, mobile content and advertising, and how hand-held devices can elevate our real-world experiences.
Here are six things we learnt:
1. Own the whole journey
Mobile can be an important tool for FMCG brands that often rely on third-party retailers or distributors to sell their products, offering the opportunity to connect directly with consumers.
Where TV ads or out of home campaigns often only influence brand metrics for the duration of a campaign, an app acts as a more sustained channel of communication between consumers and brands.
Importantly, mobile activations also allow brands to influence and educate people at the point of purchase. In a cluttered category that offers a profusion of choices, many consumers turn to their smartphones to inform their decisions. Having a presence on people’s phones can help brands cut through when it matters most.
2. Rewards must be accompanied by experiences to drive loyalty
Generous product giveaways or innumerable discounts, offers and rewards don’t necessarily engender brand loyalty. Consumers can be promiscuous in the FMCG category, and giving away value won’t reliably translate into repeat custom.
From free football match tickets, to animations and content that can be unlocked, offering experiences alongside – or even instead of – freebies encourages deeper engagement with the brand.
3. Use technology to make rewards relevant
Beacons, Wi-Fi tracking, NFC and geo-location technology can all be leveraged to target consumers with rewards and experiences that are highly pertinent to them. Beacons can be used to trigger rewards based on locality, so users can be offered a free pint as they walk past a pub; Wi-Fi tracking allows brands to discover what their audiences are interested in, and tailor offers accordingly; while geo-location tech can help push location-specific, contextual messaging.
These activations can also give brands leverage with partners, as they can drive footfall into pubs, or encourage purchases in-store.
As well as being used to shape offers and rewards, the data collected should also be used to evaluate later iterations of the app. Incentivised surveys can give context to analytics, and better inform new features.
4. Only offer valuable rewards, not pointless personalisation
With these technologies helping to build a rich bank of data about consumers and their behaviour, it can be tempting to think that personalisation in all its guises is the key to engaging users. However, activations that use personalisation for the sake of it can at best be perceived as pointless, and at worst can appear invasive.
5. Mobile can’t be an afterthought
Too often, accompanying apps and mobile executions are tacked on to the end of campaigns, doing nothing more valuable than ticking a box for digital engagement. A comprehensive connection plan should consider how a mobile activation fits within the wider context of a campaign — taking an holistic approach is key to crafting a cohesive campaign that uses mobile effectively.
6. Remember the role of good creative
Mobile can sometimes present barriers to engagement, requiring consumers to make the initial download, opt in to allowing beacons, or receive push notifications. Native messaging isn’t always effective at encouraging people to do this, so these problems provide the opportunity for creative to come to the fore. Informative, clear and engaging messaging is vital to convincing consumers to participate.
Thanks to our speakers, and to Sam Bush for the photographs above.
Location:Shoreditch House Library,
London, E1 6AW,
Start:24th November, 2015 at 9:30am
End:24th November, 2015 at 11:30am