@Phonovation

Agenda Graham Merriman Founder, Carrickane Consulting John Nelligan Franchisee, The Zipyard Tralee/Galway /Douglas John Waters Country Manager, Phonovation Q&A 9.10am-10am – Guided tours of the Aviva Stadium

Introduction to

The “New Normal” in Retail Graham Merriman Carrickane Consulting 4

Retail in the Past 5

Danske Bank’s “New Normal” 6

What is “The New Normal”? 7 Intelligent, non intrusive permission marketing “Driven by convenience and relevance. Without friction. When and where they want. In context and with an ability to predict, and be precognitive. Preferably on a mobile device” Peter Hinssen

Convenient? 8

The Sunday Game 9

The Dubs 10

Relevance?? 11 Mastitis!

Lunchtime! 12

In context? 13

Without friction? 14

Ability to predict? 15

On a mobile device. Obviously! 16

What Happens when you get it right? 44 million Prime members in the U.S. at the end of June 2015 Up 57% from June 2014 Prime members spend an average of $1,200 a year 71% more than non-members 17

Prime Day: July Celebrated Amazon’s 20 th Birthday Thousands of exclusive deals 1,200 televisions priced at $999 in less than 10 minutes. 35,000 Lord of the Rings Blu-Ray sets 28,000 Rubbermaid kitchenware sets 4,000 Amazon Echo connected home devices 18

Generating Loyalty Power has shifted from retailers to a more demanding consumer Traditional ways of connecting with consumers are longer working Amazon has shown that adapting to the “New Normal” can generate loyalty and deliver results 19

Carrickane Consulting Graham Merriman

The Zip Yard Franchisee Tralee Galway Douglas John Nelligan

What prompted us to look at Mobile Marketing February Slump Month Database offer 20% Increase

What we wanted. Increased Frequency of Visits Reason to Contact our Customers Incentivise the appropriate customer Database segmentation for service upsell

What we have done. Database Segmentation Cementing New Customer Relationship Customer Loyalty Mobile Scheme Pinpointing Customer Interaction and Tracking

What next ?

The Imminent Death of Bulk SMS?

Research Ovum: A2P Messages set to increase to 2.19 Trillion by 2018 Juniper Research: A2P revenues will hit a staggering €53.4 Billion by 2018

Where does SMS fit in Source:

Loyal Enthusiasm The Retail sector lead the way for loyalty programmes On average adults carry 4 loyalty cards at anyone time Just 12% of adults have dropped out of loyalty schemes Over 50% of adult population belong to loyalty programmes provided by just two grocery chains Irelands Top 3 loyalty programmes have an average of 90% of their customers collecting loyalty points 68% regularly redeem rewards against their points Source: Loyalty Performance Index

Targeted Communications Deliver Real Value to Customers

Loyalty is a two-way street Track your customer habits Invite your customer back Reward your customers loyalty Reduce Churn ROI is how your customer reward yours

SMS Potential 57% of consumers are happy to Opt into a brands SMS loyalty program 90% of mobile users who participated in an SMS loyalty program felt they had gained value from it SMS Marketing vouchers/coupons are 10 x more likely to be redeemed than direct-mail or newspaper advertising SMS marketing campaigns are opted out less than 5% of the time Consumers expect brands to embrace tech Source: Digital Marketing Magazine

Say hello to Sally!!

Make redemption as easy as possible while also embracing technology

Analyse Results and Continually Improve Broadcasts

Q&A

Complimentary tours of The Aviva Stadium start at 9.10 (50 mins)

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