trapyz contextual marketing

2017 PlanetworxTechnologiesPvt.Ltd. 1

Challengesbrandsfacetoday…

1. Understandingaudiences2. Creatingcontextualengagement3. Re-engagement4. Buildingloyalty5. Drivingfootfallstospecificcategories


Understandingaudiences


AudienceContext– Consumers’haverisingexperiencedemands• Shoppersusesmartphonesmorefrequentlytofindwhattheywant(Accenture2016Research)• 47%cantwaittoreceivereal-timepromotions• 42%wantabilitytoautomaticallycreditcouponsanddiscounts

• Consumersactivelyturntotheirphonesforproduct/dealdiscovery• 1/3rd ofcategorydecisionsareinfluencedin-store

Atkeymomentsalongtheirin-storejourney,consumersturntotheirsmartphonestodiscover,compareandconsult

friends/familyabouttheirbuyingchoices


Sowhatdoconsumersreallywant…

Digitalnatives• Digitallysavvy:Socialmediaaware• Expectseamlessexperiencesacrosschannels• Wantpersonalizationineveryinteraction


Mobilesavvy– Mobilefirst:Mobilediscovery&engagement– Influencedby‘micro-moments’– Turntotheirdevicestohelpthemmakeaproduct

decision

Instantgratification– Expecttoberewardedforloyaltyinthemoment

Howbrandsareresponding…• Gatheringandassessingcontextualdatatocreatenewinsightsandtargetingprofiles• Usingin-storehybrid(BLE/WiFi)beaconbasedtrackingtounderstandintent&preferences

• Leveraginglocationdatatoidentifyandexploreallnewconsumerpatterns• Consumerdwelltimesinspecificcategoryaisles/zones

• Buildingnewconsumerjourneysandexperiences• Friction-lessconsumerexperiences• Rewardsbasedonexperiences• Journeypaths

• Integratingexperiencesanddynamiccontentwithexistingcontentmanagement,brandloyaltyandCRMsystemstoincreaseimpact


.

Central

Central

Creatingcontextualengagement2017 PlanetworxTechnologiesPvt.Ltd. 7

Consumersareconstantlygettingbombardedbycommunication…


DearMr.John,

Get10%offatXYZstore

ABCBrandUsepromocode#Delight120toavailofafantasticoffer

….whichisneithercontextualnorrelevant

Consumerstendtoignoreoutofcontextcommunication

Consumersdon’tremembertoredeemtheofferwhentheyactuallyneedit

Fallout#1:Angst->BlockCommunication/Unsubscribe

Fallout#2:Dissonance->Lackofinterest/Conversion

CONTEXT

RELEVANCE

PREFERENCES

Brandsneedtothinkabout…

PRIVACY


..beforedelivering

theRIGHTmessageontheRIGHT

channelattheRIGHT time

…toconsumers

Creatingthedigitalcontext

• Gamifytheengagement• Incentivestoengage• UnlockingLevels• Becominganambassador

• Permissionmarketing• Styletip(dayofweek)• Fashiondiva(What’sin…..What’sout)

• Behindthescenes• Technologytotrackuniqueandreturningvisitors• Subscribingvisitorstoreceivenotifications• Usingrichpushnotificationstoengagetheaudiencebyaddingagameelement• Linkingthenotificationtocontentacrosssocialmediachannelsandmeasuringengagement


Re-engagingaudiences


Re-engagingaudiences


Richpushnotificationsboostappengagement

+88%pushnotificationsincreaseretention

+20%• Usingnotificationstocreatecontextual

campaignsforapp&non-appaudiences• Triggerpushbasedonevents(geo-fences,X

hoursofleavingsite,abandonedcart)• Re-engageaudienceswithspecificaction

orientedpushnotifications• Linktocontentacrossdigitalchannelsto

increaseinteraction

BUILDINGLOYALTY2017 PlanetworxTechnologiesPvt.Ltd. 13

Buildingloyaltythroughengagement


• ExperientialVsTransactionloyalty• Recognizinginteractionsacross

channels(Web,App,Store)

• Activegeo-fencestotrack,measureanddriveengagement

• Rewardingintent

Drivingfootfallstospecificstorecategories2017 PlanetworxTechnologiesPvt.Ltd. 16

Drivingfootfallsintospecificcategories


ConsumervisitsStore URLisbroadcastfrombeacontoconsumer’sdevicewithlinktocustomstoreofferspage

STOREVISITORS PERMISSIONFORNOTIFICATION&LOCATIONSHARING

LOCATIONDETECTIONIN-STORE

Consumerdevicelocationdetectedin-storeandwatchedforactivegeo-fences

PUSHNOTIFICATION

Notificationtriggeredwhentheconsumerentersanactivegeo-fenceinsidethestores

DASHBOARDS/ANALYTICS

PageVisits,Permissionsreceived,Notificationsserved,Footfallanalysis

(Day/Week/Month)

1 2 3

45

Retailersusingproximitymarketingtocreatecontextualexperiences

• DeployediBeaconnetworkin28hypermarkets

• Beaconenabledappautomatescontentdelivery

• Collectsessentialdataaboutin-storeconsumerbehavior

• Riseinapplication’sengagementrateby400%

• Inc.innumberofappusersby600percentinsevenmonths.

• SuccessfultrialsinNYCandSanFrancisco

• Installing4000beaconsacrossstoresintheUS

• Beaconenabledgameapptoengageshoppers

• Shoppersreceiveproximitypushnotifications


• Deployedbeaconsin50storesacrosstheUS

• Beaconenabledappautomatescontentdelivery


• Riseinapplication’sengagementrateby400%

• Inc.innumberofappusersby600percentinsevenmonths.

• PartneredwithGEonauniqueiBeacontrial

• UsedGElightbulbstohousebeaconsandsendpushnotificationsofspecialsanddiscountcouponstoin-storecustomers

• Beacon-equippedLEDbulbstrackshopperswithinastorebyusingthebeaconshiddeninsidethem


ProximityMarketing:Scenario

• Consumersenteringastorediscoverdealsandoffersoncategoriesofinterestwithoutnavigatingtheentirestore

• Consumersalsowanttosurfoffersanonymouslywithoutprovidingpersonallyidentifiableinformation– Trackingbasedondevicenotonidentity

• ConsumersopentousingtheirmobilephonesforstoreofferdiscoveryturnonBluetoothtoreceiveaURL(directstoacustomstorelandingpagewithoffers)

• Consumerscanseestoreandsection-wiseofferstodecideoncategoriesofinterest• Consumersoptintoreceivecontextualnotificationsastheymoveinsidethestore• Consumerinterestinacategoryorproductcanbetrackedandpersonalizedoffernotificationstriggered

• Canbeofferedtoconsumerswiththeretailersappandnon-appusersaswell


Trapyz Solutions

• Trapyz workswithhybridbeaconsthatuseacombinationofBLEandWiFi todetectpresence

• Consumerpresenceisdetectedbasedoneithertheconsumerdevice’sBluetooth/WiFidependingonwhicheverisswitchedon(notconnected)

• Thesedevicesareplacedatvantagepointsacrossthestore

• Notificationsaretriggeredbasedonconsumerproximitytospecificsectionsofthestore• App:BTorWiFi• Non-App:OnlyBT

HEATMAPS FOOTFALLS DWELLTIMES PATHANALYSIS

2017 Planetworx TechnologiesPvt.Ltd. 17

Trapyz - Deploymentoptions


Mobile SDK Browserpush

IndoorNavigation ✔

Rich pushnotifications ✔ ✔

Configurablegeo-fences ✔

Rulebasedconfigurablenotification ✔ ✔

Beaconactivatedengagement ✔

Dashboards ✔ ✔

Analytics ✔ ✔

Benefits

• Leveragefirstpartyconsumerdatatosendpushnotificationsaboutdealsandcouponswhilethecustomerisstillinthestore

• Influencetheconsumer’sjourneyinsidethestorebychartinganin-storejourneypathalignedtotheirinterests

• Sendpersonalizedcampaignsforspecificconsumercohorts(womeninterestedinfashion&accessoriesVsmeninterestedinsportswearandF&B)

• Measureandmonitorthecampaignsthatconsumersengageanddisengagewithandeventuallyclosethepurchasingloop

• Learntheconsumer’sshoppinghabitsandpreferencestopersonalizetheconsumer’sshoppingexperiencefortheirnextvisitortoattractthembacktothestore

• Rulebasednotificationscheduler• Re-engageaudiencesevenaftertheyleavethestore• Worksacrossbrowsersonallplatforms(Desktopandmobile)


ThankYouForenquiriespleasecontact

[email protected] [email protected]


trapyz contextual marketing

Software