01 level up_napparty_feb2012
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The document discusses a mobile commerce loyalty-based discount program called "Levelup" that aims to address issues with one-time customer visits using coupon websites. Levelup is a mobile payment app that provides discounts when customers check-in with a QR code. It uses a three-tiered royalty program to incentivize repeat customer visits: Level 1 allows customers to try services/products, Level 2 offers greater discounts for returning customers, and Level 3 provides the best deals for loyal customers. Levelup creates shared value for customers and businesses by charging merchants only if customers return, covering merchants' risks from one-time visits while rewarding returning customers with additional discounts. This loyalty-based model differs from other coupon sites
01 level up_napparty_feb2012
- 1. NEW MEDIA BUSINESS MODELING INSTITUTE second commercials 2 secondcommercials.com PUBLISHER Kwaan@secondcommercials EDITOR Fatih BORA MARKETING Hyeon@chironalliance 년,#어느#날엔가,#나는#홍대#근처로#아내 와#점심을#먹으러#간#적이#있었다.#그런데# 뭘#먹을지#몰라하고#있을#때,#나의#아내는# 곧바로#휴대폰을#꺼내어#할인#쿠폰을#얻 을#수#있는#웹사이트에#로그인했다.#그리 고,#홍대#인근의#레스토랑을#검색하더니,# 새로#오픈한#이태리#레스토랑의#40%#할 인쿠폰을#찾아냈다.#그#덕에#우리는#점심# 식사를#맛있게#하고,#원래#가격인#25,000 원#대신에#15,000원만#지불할#수#있었다.# 식사는#매우#맛있었고,#레스토랑#분위기 도#좋았었다.# 그#날,#그#레스토랑에는#다른#손님들이#그리#많지# 않은#탓에#우리는#매니저와#짧은#대화를#나눌#기 회가#있었다.#그는#자신의#레스토랑#위치가#좋지# 않아서#-#이#레스토랑은#메인#도로에서#3블록이 나#떨어진#길에#위치했다.#-#그래서,#사람들이# 여기에#신규#오픈한#레스토랑이#있다는#사실을# 알기#어렵다고#했다.#이런#연유로,#그는#할인쿠 폰#웹사이트에#광고를#올리기로#결심했다고#말 했다.#그는#아마도#레스토랑의#위치를#광고하고# 싶었던#게#아닐까?# 우리는#그에게#감사인사를#하 고,#그#곳에서#나왔다.#나는#식 당이#너무#마음에#들었다며,# 아내에게#우리#자주#오자고# 말했지만,#내#아내의#대답은# 'No'였다.#그녀는#또#같은#음 식을#먹기#위해#25,000원을# 내고#싶지#않다고#말했다.#그 녀는#할인쿠폰을#못#받는다 면,#25,000원을#지불할#다른# 레스토랑으로#가거나,#다른#레 스토랑에서#제공하는#새로운#할인쿠폰을#받아#다 른#레스토랑으로#가겠다고#말했다.#왜냐하면,#우 리가#방금#간#이탈리안#레스토랑에서#다음#번에도# 같은#할인을#제공할#일은#없기#때문이라고#말했 다.#(대부분의#가게#주인들이#할인쿠폰#웹사이트 를#통해#할인쿠폰을#제공하는#목적은#그들의#비즈 니스를#프로모팅하기#위함이다.#그렇기#때문에#대 게는#두번#째#방문에도#같은#할인을#제공하는#일 은#드물다.) 내#아내가#그#이탈리안#레스토랑에#가지#않겠다는# 이유는#음식이#맛이#없다거나#하는#이유가#아니었 다.#그것은#소비자#구매#행동에#대한#모든#것들이 라고#할#수#있다.#예전에,#15,000원을#지급한#식사 라면,#다음에도#당신은#15,000#원을#내고#싶지,# 25,000원을#내고#싶지는#않을#것이다.#이것은#대 부분의#소비자가#행동하는#방식이다.#그#이탈리안# 레스토랑#역시#우리의#첫번째#방문으로#그들이#이 익을#낼#수#없다는#사실을#잘#알고#있었을#것이다.# 이것은#양쪽#누구에도#도움이#되는#거래가#아니 다.#쿠폰#웹사이트에겐#좋은#일,#우리#소비자들#역 시#좋은#일,#그러나#식당에게는#손실이다.#그#해에 만#우리는#50개#이상의#카페와#식당,#술집을#할인 쿠폰으로#방문했었다.#당연히#두#번#이상#방문한# 곳은#없었다. 이#문제를#해결#할#새로운#비즈니스가#나타났다.# 누군가는#이러한#고객들의#재방문과#충성도#문제 를#풀어냈다.#그는#프린스턴#대학#신입생이자,#스 케빈저의#설립자인#세스#프리배치이다.#스케빈저 는#현실#기반의#모바일#게임으로,#플레이어가#특 정#위치에서#체크인하고,#도전을#이해하면,#퍼즐 을#풀고,#위치#기반의#특정#포인트#사진을#찍어#올 리면,#보상을#받는#프로세스로#이루어져#있다.#스 케빈저로#성공을#이뤄낸#그는#다음#모델로#로열티# 기반의#할인#프로그램을#선보였다.#이것이#'레벨 업'이다.#레벨업은#모바일#지불#웹앱으로,#구매#당 시#QR코드#찍으면#할인을#제공하는#서비스이다.# 레벨업의#메인#아이디어는#고객이#다시#사업장을# 방문하게#하도록#해서#더#많은#돈을#쓰게#만드는# 것이다.#이를#3단계로#구성된#로열티#프로그램으 로#말한다.#이#단계에#대해서는#이후에#다시#얘기 하기로#하고,#먼저,#레벨업이#돈을#아낄#수#있는# 두#가지#방법을#갖고#있음을#언급할#필요가#있다.# 그것은#데일리#크레딧과#데일리#딜즈,#두#가지#방 식이다.# 데일리#크레딧에서는#구매액과#상관없이#방문할# 때마다#가게#주인이#정하는#만큼의#할인을#받는# 것이다.#3,000원,#5,000원,#10,000원#또는#그#이 상.#물론#결제는#레벨업으로#해야#한다.#이는#당신 의#신용카드나#체크카드와#연결되어#있다.# 데일리#딜즈는#3천5백만명의#사용자를#가지고#있 는#세계#1위의#할인#쿠폰#사이트인#'그루폰'과#같 은#방식이다.#가게#주인이#정한#어떤#특정#메뉴를# 사이트에서#싸게#파는#것이다.#예를#들어,#원래#가 격이#1만원인#햄버거를#5천원으로#구입하는#것과# 같다.# 이러한#딜즈의#경우,#그루폰은#구매가의#50%를# 상인들에게#청구한다.#예를#들어,#원래#10만원하 는#어떤#서비스나#제품이#그루폰에서#5만원에#팔 리고#있다고#한다면,#구매가인#5만원을#가게와#그 루폰이#반반으로#나눈다는#것이다.#그렇기#때문에# 가게#주인은#원래의#서비스를#원래#가격보다#4배 나#저렴하게#파는#것과#같게#되는#것이다.# "상인들은#할인쿠폰을#통해#잠재고객의#원타임#비지팅을#만들어#냈다.# 그러나,#이는#윈윈이#아니었다.# 그렇다면,#모바일#커머스를#가진#로열티#기반의#할인#프로그램은#어떨까?# 소비자와#상인#모두에게#더#낳은#가치를#창조할까?"# Insights of Fatih
- 2. NEW MEDIA BUSINESS MODELING INSTITUTE second commercials 2 그럼,#앞에서#언급한#레벨업의#3단계를#알아보자.# 레벨1)사용해보기.#레벨2)좋아하기,#레벨3)사랑 하기.#첫#번째#단계에서#레벨업은#고객에게#제품 과#서비스를#사용해#볼#기회를#먼저#제공한다.#이# 때에는#물론#두#번째,#세#번째#단계는#잠겨져#있다.# 시작할#수#없다.##여기에#레벨업의#강점이#있다.#상 인들의#입장에서#이해되는#부분이다.# 레벨업은#첫#번째#단계에서#상인들에게#어떤#청구 도#하지#않는다.#두#번째와#세#번째#단계에서#상인 들은#구매가의#25%를#청구받지만,#이#역시#그루 폰의#절반가격에#해당할#뿐이다.#이는#레벨업이# 단지#고객이#재방문할#때만#수수료를#지불하도록# 한다는#것을#의미한다.#이러한#방식으로,#상인들 은#고객의#원타임#비지팅에서#발생하는#리스크를# 줄일#수#있다.#고객이#할인쿠폰으로#한#번만#싸게# 이용하고#다음에#다시#방문하지#않을#경우의#리스 크를#줄일#수#있다는#것이다.# 소비자#측면에서도#장점이#있다.#소비자가#첫#방 문#때#할인을#받고,#그#방문에#만족했다면,#또#다시# 할인을#받고#재방문할#수#있는#기회를#얻을#수#있 기#때문이다.#이것은#다른#쿠폰#사이트들이#지금 까지#해#본#적#없는#전략이다.#이#재방문이#바로# 레벨2가#되고,#어떠한#가게들은#레벨2에서#레벨1 보다#큰#할인을#줄#때도#있다.#레벨3에#있다고#할# 때#재방문에#따른#할인은#더#커질#수도#있다.#어떻 게#매번#할인을#제공하는#것이#가능하냐고?#그것 은#레벨업이#상인들로부터#받는#수수료율이#적고,# 지역#고객들을#충성고객으로#만들#수#있는#비지니 스#모델을#가지고#있기#때문이다.# 레벨업은#아직까지는#120명의#직원과#미국#내#4 개#도시에서#1,000개의#사업장,#10만명의#가입자 를#유치한#것에#불과하다.#그루폰과#경쟁하려면# 매출은#물론#사업장과#사용자#수에서도#갈#길은# 멀다.#그러나,#우리는#가까운#미래에,#이#새로운#컨 셉이#성공할#수#있는지#아닌지#보게#될#것이다.#아 마도#내##생각에는#이#컨셉이#머지#않아,#쿠폰#비 즈니스#영역에서#유일한#현실적#윈윈#거래로서#새 로운#기회를#가질#것으로#기대한다.#게다가,#새로 운#모델을#가진#이#브랜드가#IT인프라가#갖춰진# 한국,#일본,#싱가포르,#홍콩과#같은#국가들에서#더# 쉽게#적용될#것으로#예상한다.#레벨업이#새로운# 컨셉을#적용하려면,#미국에서#큰#돈을#벌기#전에# 좀#더#빨리#새로운#시장에#진출하는#것이#나을지 도#모르겠다.#왜냐하면,#레벨업이#미국#시장에서 의#지속적인#성장을#보기#위해서라도,#그루폰이# 한#것처럼#아마#유럽과#아시아#투자를#시작해야# 할#것이기#때문이다.## 자,#우리는#이제#어떤#회사가#다이내믹하고#소비 자들의#요구가#충분한#한국#시장에서#비즈니스를# 시작할#것인지#지켜볼#일만#남았다. Try it, Like it, Love it. 레벨업에#대한#더#나은#이해를#위해서는,#여기#프로모셔널#비디오가#있으니,#아래#링크를#확인하세요.# 레벨업이#어떻게#상인들의#원타임#비지트#리스크#문제를#해결했는지#확인할#수#있습니다. http://youtu.be/LA9A9ibar8I Sources http://gigaom.com/2011/03/10/scvngr-launches-levelup-to-compete-with-groupon/ secondcommercials.com PUBLISHER Kwaan@secondcommercials EDITOR Fatih BORA MARKETING Hyeon@chironalliance
- 3. NEW MEDIA BUSINESS MODELING INSTITUTE second commercials 2 secondcommercials.com PUBLISHER Kwaan@secondcommercials EDITOR Fatih BORA MARKETING Hyeon@chironalliance Last year, I was near Hongdae with my wife for lunch but we didn’t know what to eat. She just logged into a website where you get discount coupons. She searched for restaurants near Hongdae and we got a 40% discount coupon for a newly opened Italian restaurant. We had our lunch and paid 15.000 won instead of 25.000. The meal was great and the restaurant itself was fancy. Since there were not any other customers we had a chance to have a small talk with the manager. He said since the location of the restaurant was not too good –it was three streets behind the main road- so it was hard for people to even know there was a newly opened restaurant. That’s why he uploaded his advertisement onto the discount coupon website. He was trying to advertise his place. We thanked him and left. I said we should go to that restaurant more often but my wife’s answer was no. She said she wouldn’t want to pay 25.000 won for the same meal. She would go to another restaurant which would cost 25.000 without a discount or she would get a new discount coupon for a different restaurant unless we get the same discount next time in the Italian restaurant. (Most merchants’ aim for giving discounts through a discount coupon websites is promoting their businesses. So they won’t give the discount on the second visit.) The reason why my wife didn’t want to go to the restaurant was not because the food was bad or whatever. It was all about the consumer buyer behaviors. Once you pay 15.000 for a meal next time you want to pay 15.000 again not 25.000. This is how most consumers behave. And that Italian restaurant probably made no profits on our one- time visit. It was no win-win deal. The website won, we –customers- won, and the restaurant lost. That year we visited more than 50 cafes, restaurants and pubs with discount coupons -all one- time visits- Someone had to solve this customer retention and loyalty problem. It was a Princeton University freshman, Seth Priebats ch, the founder of SCVNGR. After accessing a success with the SCVNGR –a reality based mobile-game where players check-in at locations and undertake challenges, puzzles to solve, location-based photos to snap for points that lead to awards- he made a new move into the loyalty-based discount program. It is called LevelUp. LevelUp is a mobile payment web app which you see a QR code when you make a purchase. The main idea of LevelUp is to keep customers coming back often and spend more. We can say it is a loyalty program consists of 3 levels. We will talk about these levels later. First of all, it is necessary to mention thatLevelUp has 2 ways to save money. Daily Credits and Daily Deals. For Daily Credits, merchants offer a certain amount of discount -3000won, 5000won,10000won or more-regardless to the customers’ purchase and every time they visit the merchant. Of course you have to pay with LevelUp which is linked to your credit or debit card . Daily Deals work in the same way with Groupon–largest deal-of-the -day website with 35 million registered users all over the world-. There will be a discounted menu or item decided by the merchant. For example; the customer pays 5.000won for a hamburger which is normally 10.000won. For the deal, Groupon charges merchants 50% of the purchase. For example; a service which is normally 100.000won is sold for half price on Groupon. 50.000won is split by Groupon and the merchant. So the merchant will make only 25.000won which is actually four times more expensive. The merchants have created one-time visiting of prospectors via discount coupon. But, it was no win-win deals. How about a loyalty-based discount program with mobile-commerce? Would it be better to both of the consumers and the merchants ? Insights of Fatih
- 4. NEW MEDIA BUSINESS MODELING INSTITUTE second commercials 2 As we said before there are 3 steps. Level1 ‘Try it’, Level2 ‘Like it, Level 3 ‘Love it’. As you can understand from the name of Level1, the customer tries the product or the service. And of course Level2 and Level3 are locked at the beginning. Here is the strength of LevelUp from the merchants point. LevelUp doesn’t charge the merchant for the first level – first purchase-. For Level2 and Level3 the merchant will be charged %25 of the purchase which is still half of Groupon. This means LevelUp gets paid only when it brings the customers back . In this way the merchants will reduce their only one-time visit risk . From the consumer point, you visit the place for the first time, get the discount, and if you are satisfied you can visit it with a discount again which other discount coupon websites don’t offer. This re-visit is called Level2 and in some cases, customers get even bigger discounts on the second visit. If you visit the place again you will be on the Level3 which means you can even get higher discounts . How can giving discount every time be possible for merchants? It is possible because -as we said before- LevelUp charges less, and the business has more local customers. So far LevelUp has only 120 employees, 1.000 businesses and 100.000 registered users in four cities in the US. LevelUp has a long way to go if it wants to compete with Groupon in terms of the revenue and the number of merchants and users. Near future will show us if this new concept can work or not. In my opinion , it has a big opportunity since this concept is the only real win-win deal in the sector so far. Moreover ; this brand new model can easily be adopted in the countries with a well-developed IT infrastructure like Korea, Japan, Singapore, Hong Kong etc. And to adopt the model in these markets investors and IT firms better to speed- up a bit before LevelUp makes a big money in the US. Because LevelUp will probably start investing in Europe and Asia –just like Groupon did- if it sees a continuous growth in the US. Let’s wait and see which company will start this business in Korea where market is dynamic enough and consumers are demanding. Try it, Like it, Love it. For a better understanding here is a promotional video for level-up. Check out how LevelUp solves only one-time visit risk for merchants. http://youtu.be/LA9A9ibar8I Sources http://gigaom.com/2011/03/10/scvngr-launches-levelup-to-compete-with-groupon/ secondcommercials.com PUBLISHER Kwaan@secondcommercials EDITOR Fatih BORA MARKETING Hyeon@chironalliance