USEFUL is the NEW COOL: Connecting the Physical & Digital Worlds To Create Better Customer Experiences

USEFUL is theNEW COOLConnecting the Physical & Digital WorldsTo Create Better Customer Experiences

Aric Nissen@FamousAric

Last month,this restaurantwith1400 locationsmade a MAJORtechnology announcement.

A touchscreen tablet at every table

Look at Full Menu

Instant Beverages & Desserts

Play Games

Share Real-Time Feedback

Sign up for Special Offers

Pay the Check Now

feature

benefits

The Inside Scoop /How it Drives Business

• 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

30%increase in

Guest Satisfaction

55%pay at table(pain point)

20%increase in

Dessert sales

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 addedto their e-wallet.”

John Regal,CHIEF MARKETING OFFICER

Ziosk®

only 10% of an icebergis visible

MOBILEPAYMENTS

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

MobileCONNECTIONS

only 10% of an icebergis visible

Pay for Stuff

RETAILERS: How Not to Fight Showrooming

Retailers should embrace showrooming and help mobile-enabled customers buy!

33%of people would rather

give up sex for a week than their smartphone.

14%more likely to buy in the

store than those who don’t use a smartphone

STUDIES: TeleNav 2011, Pew Internet & The American Life 2013, Deloitte Retail Survey Group 2013

83%of shoppers use their

smartphone in a store. 52% use to research product.

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 accessa page for each toy, where they could then buy it and ship it (for FREE)

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 waywhile serving a cross-channel marketing strategy.

• 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 BILLBOARDINSTANTLY SENDS #MOBILE GIFT CARDS

THIS MINNEAPOLIS BUS STOP

THIS MINNEAPOLIS BUS STOPIS A TARGET STOREFRONT

Beer.The KillerApp forNFC?

1

2

3

NFC-enabledfeaturingProxama’s TapPointplatform.

RESULTS• Sales increases• Guinness has installed 15,000 NFC-

enabled 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!

FASTER AT A FAST-FOOD DRIVE THRU = 1% INCREASE IN SALES

6 SecondsIsis, 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.

SPEED = KILLER APP

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 AGEWSL Strategic Retail AisleBuyer Deloitte Retail

Consumers will increase their visit rate to a particular restaurant with a loyalty program by an average of 35%

and nearly two-thirds of consumers would recommend a restaurant more if the restaurant has an appealingrewards program. [Loyalogy, survey of 1000 dining customers]

Top 5 Loyalty Rolesfor 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.

QR Loyalty Program Takes Strong Share of Mobile Wallet

QR Loyalty ProgramIs Fastest Way to Pay (NFC++)

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.”

NFC Caps Custom 3D PrintNFC Tags

NFC Wristbands

NFC Actions Read-Write App

NFC Kioskfor Events

Objectives1. Demonstrate the power of NFC2. Give fans an enhanced takeaway

premium

ENGAGEMENT• 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.

IMAGINEEvents with wristbands linked to social media accounts –“Eventcasting”

Flomio bridges the gap between NFC-enabled Androidhandsets, non-NFC enabled Android tablets, and iOS devices.

Big Ideas for Success in Commercializing QR & NFC

The POS is now “Point of Experience"

Payments are just the tip of the iceberg

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.

Mobile connection makes shopping, waiting, dining & buying better

Smart merchandising, engagement, & loyalty data impact SPENDING