Notes Version: The Real-Time Difference Reaching Customers on the Go with Personalized Offers
0 likes256 views
Visa has developed a new Real Time Messaging platform that uses transaction and location data to deliver highly personalized offers to customers' mobile devices in real-time. The platform aims to improve on traditional digital couponing by offering more relevant, flexible and seamlessly redeemable offers. It leverages Visa's network scale and data to enable merchants to trigger tailored promotions based on customers' purchase histories and proximity to store locations. An example partnership with Gap demonstrates how customers can receive customized discount codes on their phones after making qualifying purchases near Gap stores. The new platform represents Visa's latest effort to connect retailers and customers through innovative mobile marketing.
Notes Version: The Real-Time Difference Reaching Customers on the Go with Personalized Offers
- 1. 9/30/2011 1 The Real Time Difference: Reaching Customers On-The-Go with Personalized Offers Walt Granville Media & Advertising Solutions Visa Inc. 2 2.2 $7.3 billion trillion cards in force total volume Source: The Nilson Report 950, 965, 968. For year ending Dec 31, 2010 3 1
- 2. 9/30/2011 Digital Payments Trends Convergence of online and offline Consumers Want ▪ Consumers creating new payment relationships through mobile • Relevant value ▪ Merchants want to bridge online and offline • Right info, right acceptance time, right place Mobile facilitating real-time decisions • A simple experience ▪ Mobile tools helping consumers with real-time, • Personalized location-based decision-making preferences • To collaborate and share Data-driven targeting • To do it all on the go • Businesses are enjoying improved customer targeting through more relevant / real-time interaction and increased ubiquity / functionality of social networks 4 Buying Is Simpler And More Complex Easy access to information . . . . . . . Information overload Reviews and recommendations . . . . . . . . Who do I trust? Friends sharing . . . . . . . . Everyone is sharing everything Offers daily . . . . . . . . . . . . . . . . . . But they aren’t relevant 5 Payments Are At The Heart Of The Purchase Cycle Consumer purchase cycle Before During After Merchant Merchant Processor Issuer acquirer processor 6 2
- 3. 9/30/2011 Rise Of Digital Couponing Coupons 1.0 Coupons 2.0 Paper & Print Digital & Mobile Highly personalized offers, tracked at individual level (e.g., through loyalty cards) Very limited personalization and Flexible offer configuration (one or multiple tracking items, cross basket, cross retailer, etc.) Restricted offer configurations Seamless redemption options (e.g., statement Archaic fulfillment processing credits) Linked to scanner data Nothing to print; nothing to clip Social 7 Advertising Pain Points Limited offline/out-of- Targeting too distant from store spend history POS (i.e., not “on-the-go”) and hard to dynamically adjust Data Retailers/ Consumer advertisers Offer Redeem Measure Merchant Broken link between Cumbersome online/paper offers and fulfillment offline redemption process 8 Innovative Network Functionality Unique Visa functionality Real-time Location Mobile triggers insight delivery Enables merchants to deliver tailored, real-time offers to their customers based on consumer lifestyle behaviors Network Transactions & Merchant Data scale redemptions relationships analytics Merchant Merchant Merchant Processor Issuer acquirer processor acquirer 9 3
- 4. 9/30/2011 Introducing Real-Time Messaging A unique marketing platform that leverages Visa’s Network to trigger promotions LOCATION & BASED ON INREAL-TIME DELIVERED VIA SMS WITHIN 7 SECONDS OF A LIFESTYLE QUALIFYING EVENT OR EMAIL PREFERENCES Using Business Intelligence To Segment & Tailor Offers 1. Cardholder’s Lifestyle Preferences 2. Location/Proximity of Swipe IN-STORE OUT-OF-STORE 3. Time of Day 4. Day of Week/Month 5. Transaction Amount 6. Frequency Visa RTM: GAP Case Study Real-Time Messaging (RTM) is a platform that analyzes enrolled cardholder data to segment population and tailor offers 1 2 3 Enroll – Gap Mobile4U Customize Redeem Monica grabs lunch at Since Monica is near a Monica redeems her offer the Westfield Mall and GAP location, her at the GAP location pays with her Visa card transaction triggers a Promo code entered at customized message POS (based on her prior spend history) 12 4
- 5. 9/30/2011 Connecting Like Never Before 13 Real-Time Messaging Press Coverage PRESS RELEASE Fast Company GIGAOMDigital AllReal-Time Discounts and Things Advertising Age Visa Delivers “Visa’s been experimenting with ever-more-21st- Promotions discounts offered toConsumers to certain “We’ve Partnersseen to Mobile people who check-inYour Phone. “Gap already With Visa to Send Location-Based Offers to century payment systems recently… Bytakingfor Whenanother variationmovinga new targeted offersday getbeing an us locations. and Wherethe to moreShoponeservice into to Here’s But we’reunveiledthey mobile by offers sent “Visa has now on idea that we will opt-in system with a the credit-card the Visa closely-controlled “Gapretailers that in the vicinity ofsystem laysgiant head-to- tests Visa’s brings account more information than just location… That’s why time it’s from Visa.” advertisinginteresting.” service players real-time on our phones while new to send a retail store. This announcement is partner, deals head with mobile the the offers to consumers’ mobile devices” such as groundwork for the more sophisticated Foursquare, Groupon and, now, eBay. “ April 21, 2011 April 21,21, 2011 April 2011 loyalty/location-based/check-in services…” April 21, 2011 April 21, 2011 Questions? To learn more, contact your Visa Innovate Account Executive or to Deliver Walt Granville at wgranvil@visa.com Brand Attributes or (571) 355-2471 visa.com/realtimemessaging 15 5
- 6. 9/30/2011 Enroll In Live RTM Programs Gap http://www.visa.com/gapmobile4u/ Intercontinental Hotel Group http://www.visa.com/priorityclub/ Kangaroo Express http://www.usa.visa.com/ke4u/ 16 6