LEVERAGING MOBILE TO DRIVE PERSONALIZATION IN A PRIVACY-CENTRIC WORLD 3Cinteractive TM
LEVERAGING MOBILE TO DRIVE PERSONALIZATION IN A PRIVACY-CENTRIC WORLD3Cinteractive
TM
brand retail experience
3C empowers leading brands to develop deeper, more valuable relationships with their customers through our mobile marketing services and solutions
MARGIE KUPFERVice President, Marketing
ELLEN ROBERSONVice President, Strategic
Partnerships and Carrier Relations
25+ YEARSmobile industry experience25+ YEARS
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Permissions are the key to winning in the new age marketing game
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All permissions are not created equal…
E-mail Mobile Number Location
TM
5
of consumers are willing to share some level of information with brands in return for a valuable customer experience
80%
TMSource: Loyalty360 6
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How do you gain and keep the permission of the consumer?
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BRAND
• Be responsive to customer interactions and expectations,
and provide them tools to enable ease and convenience
• Enable timely, personal and relevant information that
enhances their lives, in their moment of need or want
• Deliver exclusive offers, perks and loyalty benefits
• Deliver personalized experiences that provide information
customers care about through a consistent brand voice
• Drive loyalty through multi-channel engagement that leads
customers through the funnel
• Increase the annual value of loyalty members and drive strong
ROI on all mobile engagements
• (TSA Wallet/Location Example here)
value driversCUSTOMER
value drivers
v
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Case Studies: Mobile drives personalization and value along the customer journey
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Email Offer
Email Offer
+ Add to Wallet
Email Offer
+ Add to Wallet
+ Location
Based Push
1.6x
4x
Creating a timely experience through location-based wallet objects generated 4x higher redemption rates than email
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Leveraging the ubiquity of mobile messaging to deliver relevant and personalized transactions drove $400-$500 million in annual revenue
Reduced Rx Abandonment
Increased Rx Refill Rates
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Delivering targeted, mobile-only exclusive offers drove customer engagement that saw a 115% conversion rate and 40% reactivation
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Best Practices
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Create a clear call-to-action. When providing consent, a customer should understand what they
are going to receive and how often.
Maintain useful program terms and conditions that are easily accessible online. Your terms
and conditions should contain all details about the program.
Create meaningful customer engagements. Address customer needs and keep them engaged
with your brand by providing personal and relevant offers and information.
Enable the universal unsubscribe and opt-out. Give the customer the ability to opt-out of a
program at any time.
Out means out. If a customer opts-out, you can immediately deliver an opt-out confirmation
message, and then immediately remove the customer from any future communications.
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Are you ready?
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Are you ready to meet customer expectations by delivering rich, relevant, valuable content?
Are you ready to embrace the power of your customer and give them the tools they need to control the relationship?
Are you ready to uphold the integrity of your brand by respecting customer choice and complying with industry regulations and guidelines?
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Q & A
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company/3Cinteractive
TM
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v
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