On site real-time marketing

@The_ARF #ARFRETHINK14

John PerlsFounder and CEO

JoopLoop

Mobile Mobile Increased Engagement Research Insights

Robert PassikoffFounder and PresidentBrand Keys, Inc.

+ =


JoopLoop allows retailers to target consumers via mobile based on their social network profiles, brand engagement,

and spend at retail brick and mortar

Brand Keys is a research-based consultancy thatspecializes in emotional brand engagement and consumer loyalty

metrics. These metrics are proven to be predictive of futurein-market behavior, correlating very highly with

sales and profitability.


Objective

Utilize a mobile app system to collect retail brick-and-mortar consumer sales transaction data and social media profiles, and correlate them to specific mobile advertising or promotional campaigns and real-time brand engagement assessments


Brand Engagement

Brand engagement is the result of any marketing activity, program, communication or interaction with the brand that results in the brand being seen to better meet the expectations consumers hold for their Ideal in the category

Brands that do that have equity, sales, market share, loyalty, and profitability

Brands that don’t, have problems


Q: How Can Retailers Optimize Insights Regarding Consumer Outreach and Engagement Via Mobile?

A: Seamlessly integrate valuable research measures intothe app-based process with metrics that can provide marketers with immediate feedback, both passive and active

Because the engagement experience is both brand and channel-based, this research re-engineers the traditional retail/promotional model using mobile technology to create a geo-based, minimal-barrier social media app


• Mobile’s role in the purchase process for various products and services

• Value and breath of location-based research

• The ability to real-time assess a program’s facility to create real brand engagement

InsightsThis app yields greater insights about:


• Message/communication effectiveness

• Measures of consumer participation

• GPS/location-based participation levels

• Perception of program value

• Real-time sales

• Identification of shopper social networking activity

• Levels of viral engagement generated and viral channels used

• Sales generated virally via social networking

• Behavioral effects of promotional options, and

• Insights regarding consumer engagement for the product on offer and/or the retail brand making the offer

Real-Time Insights and Analytics Addressing:


The JoopLoop Process


Social Networth™ Index


Q: Why Include Brand Engagement Assessments?

A: Real engagement metrics correlate highly with consumer behavior and sales, and real-time assessments allow for immediate program re-calibration and optimization


Solutions for 600+ Brands in B2B and B2C CategoriesAirlinesAllergy Medication (OTC)ApparelAthletic FootwearAutomobilesBanksBeerBreakfast Cereal Car RentalCasual/Fast Casual DiningCoffeeComputers-Laptop

Mutual FundsNatural Food StoresOnline BrokerageOnline MusicOnline PaymentOnline RetailersOnline Travel Packaged CoffeePain Reliever (OTC)Parcel DeliveryPet Food PizzaPrinters

Quick-Serve Restaurant

Retail

Search Engines

Smart Phones

Social Networking Sites

Soft Drinks

Streaming Video

Tablets

Tequila

Toothpaste

Vodka

Wireless Phone Service

CosmeticsCredit CardsDiapersE-ReadersFMCGFlat Screen TVGasolineHeadphonesHotels Instant Messaging AppsInsuranceMajor League VideoMFB Office Copier

Brand Keys Customer Loyalty Engagement Index Database


As Part of the Mobile App Access, Consumers Only Need to Rate Four Category/Brand-Specific Engagement Scales

Brand Engagement Analytics

(test/re-test reliability: 0.93/35 countries/B2B = B2C/r = 0.70-0.91;+ 5 points required for a significant difference at the 95% level of confidence)


Case Study:Department Store


Real-Time Brand Engagement Metrics

Series175%

80%

85%

90%

95%

100%


Series175%

80%

85%

90%

95%

100%

Department Store Retail Brand Engagement


Can Be Examined Real-Time for Any Segment18-24

Store

Bra

nd

Store

Bra

nd's

Progr

am E

ngag

emen

t60%

80%

100%

81%91%

Store

Bra

nd

Store

Bra

nd's

Progr

am E

ngag

emen

t60%

80%

100%

85%92%

Store

Bra

nd

Store

Bra

nd's

Progr

am E

ngag

emen

t60%

80%

100%

82%92%

WomenMen


60%

80%

100%

84%

96%

Can Be Examined Real-Time for Any Segment

60%

80%

100%

82%85%

Social Networth Index 9.8Social Networth Index 25.7


Loyalty Drivers – Order of ImportanceHighest Lowest

Store Reputation Value Shopping Experience Merchandise Range90

100

110

120

130

140

150

160 155

145

156

140

119122

117122

130

112110

129

Ideal Store Program Engagement

Brand Engagement Diagnostics forLower-Engaged Segment

Co

nsu

me

r E

ng

ag

em

en

t L

eve

ls

Social Networth 9.8


Allowing for Immediate Real-Time Program Recalibration


60%

80%

100%

82%85%

60%

80%

100%

82%

91%

4:00 PMSocial Networth Index 9.8

2:00 PMSocial Networth Index 9.8

And to Collect New, Real-Time Engagement Effects

TWO HOURS

LATER…


Engagement Metrics Correlate Highly with Sales Data

At 81% Engagement At 85% Engagement At 91% Engagement(Control Store) (Real-Time) (Program Adjusted)

96 102 211

(# of units by Social Networth Index 9.8: Day 1)

300 locations/13 segments: M/W, 3 age groups, 6 Social Networth segments and ↑/↓ sharing, r= 0.72


• Confirms mobile’s greater role in the purchase process and sales generation

• Verifies value and breath of real-time location-based research

• Verifies mobile’s ability to leverage social networking behavior à la retail activities

• Validates engagement assessments’ ability to optimize real-time programs participation and sales

The Mobile Engagement Bottom LineBrand Keys/JoopLoop Engagement Approach


On site real-time marketing

Business

brand engagement metrics

brand engagement assessments

emotional brand engagement

consumer engagement

real brand engagement

engagement experience

real engagement metrics

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