This webinar focused on data, data sharing and how this is vital in the creation of a viable data strategy. Paul Connell opened up with an introduction to ODI Leeds - a pioneer node of the Open Data Institute, created to explore and deliver the potential of open innovation with data at city scale. Working to improve lives, help people and create value. Paul will discuss the ‘radically open’ way of working, where projects and data are shared, and the internet is used the way it’s supposed to be! Whilst highlighting the 'Open Data Saves Lives' Initiative, in response to the COVID-19 pandemic. Following Paul we had Steve Simpson, Head of ICT, Lancaster City Council who discussed the processes behind the Digital Lancaster Strategy, recently launched. To conclude the webinar Colin Munro, Managing Director, Miconex. Colin, the Smart Cities UK 2020 Data award winner, explored how Smart Loyalty programmes can generate data sets that provide local authorities with valuable data about how local citizens travel to and use their local towns and cities. He also highlighted how Smart Loyalty can be used to incentivise behavioural change and encourage use of sustainable travel options as well as encouraging and promoting a more localised spend, supporting carbon reduction.

1. Welcome to
Developing a Digital
Strategy
#SmartCitiesUK

2. Chairs Introduction
and Welcome
Scott Buckler, Director,
Smart Cities UK
#SmartCitiesUK

3. Established in 2010, Miconex provides Smart City Loyalty Rewards and Gift Card
Programmes for Towns and Cities. Miconex have developed a passion for helping
High Streets and independent businesses and have a good understanding of the
challenges and opportunities facing places. In 2015 this led to Miconex partnering
with Scandinavian company Presend, to establish local Mastercard-based currencies
in the form of Town Centre Gift Card programmes. This is the only Town Centre Gift
Card Programme currently in the UK with the aim to lock in spend to the local
economy and combat the effects of internet retailers such as Amazon.
At Miconex we focus on ways where we can clearly add value to a local economy
and have developed a completely different approach to reward loyalty and gather
data about places. It’s called Mi Rewards – Points, Perks and Prizes, and we have
piloted this in our home city of Perth. Based on our learning from working with our
Gift Card clients we have developed a card linked loyalty programme for places,
which is again unique within the UK and help us understand consumer behaviour in
the changing High Street landscape.
#SmartCitiesUK

4. Speakers
#SmartCitiesUK
• Paul Connell, Founder & Head of
Innovation, ODI Leeds
• Steve Simpson, Head of IT, Lancaster
City Council
• Colin Munro, Managing Director,
Miconex

5. Questions and
Responses
#SmartCitiesUK
During today’s webinar please send us
your questions via the question box.

6. Innovating with Data
odileeds.org
@ODILeeds

7. Paul Connell – Founder & Head of
Innovation
@paulcconnell

8. What we’re going to do
I’m going to explain what we’ve been doing
at ODI Leeds.
I’ll give you some examples.
Tell you a bit of what we’ve learned.
You are going to ask me some hard
questions - please don’t hold back.

9. Open innovation with data
ODI Leeds is a pioneer node of the Open Data Institute. It was created to explore
and deliver the potential of open innovation with data at city scale. We work to
improve lives, help people and create value.

13. #RadicallyOpen
#OpenGovTech
#OpenDataSavesLives
#OpenTransport

14. A New Institution?
● Space
○ (The Bothy, The Common, The Gather, The Huddle)
● Sponsors
○ 19 Sponsors wow!
● Innovation
○ Loads of it - DfT, DfE, YW, NHS Digital, NHS England,
OFCOM
● Projects/Products
○ Open Transport North, Open Digital, EA, IoT UK….

15. Innovation: it happens all the time.
Getting Stuff Done in 2018 & 2019
● OfCom - https://odileeds.org/events/ofcom/
● Yorkshire Water - #WaterData18
● DfE - https://odileeds.org/events/dfe/
● DfT - https://odileeds.org/events/allaboard/
● EA - Natural Flood Management & IoT -
https://odileeds.org/events/nfm
● Digital Catapult / IoT UK -
https://odileeds.org/events/iot-challenger
● NHS Digital / NHS England -
https://odileeds.org/events/synae

16. ODI Leeds Dashboard

17. We are new type of
Institution.
We are definitely not an
old Institution.
Mission-led, Self-Funded, Open, Porous, Independent, non-
aligned, Commercial-non-profit,
more Doing than Thinking.

18. Value & Surplus
Data = Power
Data as Infrastructure
Data, Ethics, Trust
More New Institutions,
not Old Institutions

19. So What!?

20. #Radically Open = #Massive Surplus

21. “Open Data is about expanding our reach to
partners and friends we haven’t met yet”
- Tony Petit CIO Reading Buses.

22. RELEASE DATA!
IT HELPS PEOPLE WORK
TOGETHER!
IT LETS US BUILD BETTER
SERVICES!

23. Three Questions.
● What data does your
organisation release?
● Where can I find that data?
● Why aren’t you releasing more
data?

24. Thank you

25. Open innovation with data
Join in, it will be fun!

26. a digital plan for a smart,
start-up city region

27. Introductions
Steve Simpson
Head of ICT
Lancaster City and Wyre Councils

28. What is
Lancaster City
District?
Lancaster and Morecambe
merged into a single authority
in 1974
Lancaster is the most northerly
city in Lancashire
March 2004, Lancaster was
granted Fairtrade City status
Lancaster City District has a
port; Heysham serves as the
port

29. Key Facts

30. Birth of the
Digital Strategy
2019 witnessed the recognition and
creation of a Digital Strategy
First steps were to look at supporting “key”
infrastructure – high-speed, neutral, full-
fibre network
Digital Strategy is NOT an IT Strategy
Business cases for each strand are being
created
Challenges of connectivity throughout the
district
Outdated ways of thinking
Recognition that the Council can’t/doesn’t
know everything
Agreed at Council meeting in October 2019
Launched to the District in February 2020

31. What do we aim to do?
The smartest city region:
The healthiest city regionThe greenest city region
The cleanest city region

32. How are we
going to develop
and deliver the
strategy?
THINK
• Technology
• Health
• Innovation
• Nature
• Knowledge
Two complementary methodologies:
The 3 C’s
Connectivity
Collaboration
Change

33. Our digital
vision
• Making Lancaster & Morecambe City Region
the best it can be, for the benefit of all
• Become a digital first city region & city council
• Using digital & digital best practice we will:
• deliver and measure social value and
community wealth building
• counter the climate emergency
• improve efficiency
• drive health improvements
• Improve the digital and social inclusion of
our residents
• enable collaboration and partnerships
• engage business

34. What’s today
look like?
• We have an agreed Digital Strategy
• We’re working on a collaborative workspace
• We’re actively engaging local partners to bring
them on board with our vision
• We’re implementing agile working in the
council
• We’re moving ahead on a Digital Infrastructure
plan for the city region
• We’re working on delivering a One Dig Policy
• We’re optimising vehicle routing
• We’ve started a pilot of smart bins with very
positive results

35. What’s it going
to take to
deliver?
5G Strategy
Full fibre network
Collaborative
Workspace eCampus
Digital First
District-wide
Wi-Fi
improvements
Microsoft
Teams &
Telephony
IoT
IT Consultancy
for 3rd Sector IT Health
Checks for 3rd
Sector
Digital and
Social Inclusion
Speaker events
DIGITAL STRATEGY
DIGITALSTRATEGY
DIGITAL STRATEGY
DIGITALSTRATEGY

36. Strategy… or
plan of action?
• Digital technologies have been around for
25 years or more
• But adopting future-proof digital measures
& digital best practice so that Lancaster
can become a digital first council is difficult
• It is our belief that the best way forward,
the best digital strategy, is a digital plan of
action that we can start enacting TODAY
• Evidence for our plans comes from many
sources, but e.g. Tech in the Town report
shows in some detail how tech and the 4th
Industrial revolution technologies can help
make our cities greener and cleaner

37. What can YOU
do to join our
journey?
• Share your experience, knowledge, etc
• Get involved!
• Digital Board + Associated Working
Groups
• Blog posts
• Content for the website about your
events, projects, interests…
• Networking and facilitating events
• Communication
• Frequent breakfast communication
and networking events…
• Webinars?
• What / who do you want to see?

38. Contact details
Digital Strategy microsite
www.Lancaster.gov.uk/digital
Email: digital@Lancaster.gov.uk

39. Colin Munro - Managing Director
Miconex
Measuring Consumer Behaviour

41. COVID-19
IMPACT

42. March
Date
Transa
ctions
Value Date
Transa
ctions
Value Weekly Change Date
Transa
ctions
Value Weekly Change
Monday 2nd 31 £132.00 9th 27 £128.00 -12.90% -3.03% 16th 23 £106.00 -14.81% -17.19%
Tuesday 3rd 55 £255.00 10th 54 £307.00 -1.82% 20.39% 17th 38 £216.00 -29.63% -29.64%
Wednesd
ay
4th 43 £133.00 11th 50 £408.00 16.28% 206.77% 18th 40 £176.00 -20.00% -56.86%
Thursday 5th 37 £135.00 12th 44 146 18.92% 8.15% 19th 29 £116.00 -34.09% -20.55%
Friday 6th 53 £188.00 13th 42 £194.00 -20.75% 3.19% 20th 22 £61.00 -47.62% -68.56%
Saturday 7th 57 £166.00 14th 38 £144.00 -33.33% -13.25% 21st 16 £47.00 -57.89% -67.36%
Sunday 8th 39 £132.00 15th 26 £75.00 -33.33% -43.18% 22nd 9 £25.00 -65.38% -66.67%
COVID-19 IMPACT STAGECOACH

43. Agenda
● Town/City Loyalty - Understanding the Problem
● Mi Rewards - Eliminating Friction
● Perth Case Study - Understanding Customers
● Shop Local Win Big - Free for Businesses
● How to Implement
● Questions

44. Est. 1995 Est. 1997 Est. 2015

45. +
=
+

46. What is the
customer
experience like?
Is it consistent
across all the
businesses?
Will the customer
remember to identify
themselves?
Will the staff
member prompt
the customer?
What is the
extra?
How does the extra fit with
existing loyalty programmes,
discounts, incentives?
“Identify someone at the point of sale In ord
give them something extra”
Is the business happy to
Loyalty Card
Smartphone app
How is the ID
Validated?
Visual Technological
What data is
captured? How
is this
transmitted?
How are you going to ensure
that this is accurate at all times?
Is the something extra
enough to motivate the
customer?
give away enough extra to
motivate the customer to
identify themselves?
How does this work
with a business’
existing loyalty
programme – two
cards?
8

48. Mi Rewards receives transactional data from all
major credit and debit card schemes
Thanks to this we can track transactional data
across all registered businesses and reward
customers for their spend, improve retention and
drive incremental sales
How it works?
10

49. Programme
Objectives
Reward people for spending money in the city - to encourage
them to spend money in the city as opposed to online or an
alternative retail destination
Understand more about our customers
Have the ability to better measure the impact of events, marketing
and planning decisions
Create new ways for the town and businesses to communicate
with their customers
11

51. Customers are rewarded when they buybus
tickets on the Stagecoach website, via the
app and on the buses Stagecoachbuses

53. Additional Features ● Smartphone Apps for iOS andAndroid
● Automated confirmation messages - ‘thanks for visiting!”
● Automated first-time visit to a business message
● Automated ‘nudge’ messages
● Ability to gamify - double point weekends, bonus entries
● City insights dashboard + logins for participating businesses

54. - Perth programme launched21st
September 2018
- Stagecoach joined in Feb’19
- 80 + businesses involved
- 2,200 local consumers
registered withat least one card
- Zero customers stopped using
the programme
- Tracked over £1.5M of local
spend
16

55. Easy to Deploy
No payment required no payment required - businesses only need to register
One-time registration for customers then they automatically earn entries
Eliminates Friction
No need to use a loyalty card or smartphone app to earn entries
No staff training required
No new hardware or software required.
Drives Loyalty
Automatically nudges people to spend more money as they work towards VIP entries
‘Ticking clock’ allows for ‘time is off the essence’ communications every month.
Use points incentives to influence customer behaviour
Very limited attrition
Delivers Insight
Measure the effectiveness of marketing activity - test and refine
Understand who your most valuable customers are
Understand the impact of changes to business proposition
Summary

56. 18
5. OUR BIG SPENDERS ARE OLDER AND
DON’T USE THE BUS
© 2019 Merkle. AllRightsReserved.Confidential
WHO ARE THE BIGGEST SPENDERS?
1. The top 10% (revenue) of users
generate 48.55% of total spend
witnessed
2. These users on average have had 25
transactions with an average valueof
£36.02
3. Customers in the decile tend to be 45
years of age or older, over indexing
against the base distribution
4. Users in decile 1 are significantly less
likely to use Stagecoach
PROFILE SUMMARY
1 2 3
4

57. 19
5. OUR LOW SPENDERS ARE YOUNG
PEOPLE WHO USE THE BUS
© 2019 Merkle. AllRightsReserved.Confidential
WHO ARE OUR LOW SPENDERS?
1. The bottom 10% (revenue) of users
generate 0.4% of total spend
witnessed
2. These users on average have had
1.59 transactions with an average
value of £4.73
3. Customers in the decile significantly
over index in the younger age groups
when compared with the base
average
4. Circa 38% of transactions from users
in this decile are witnessed on
Stagecoach (avg = 26.11%)
PROFILE SUMMARY
1 2 3
4

58. Spend by Postcode Sector

59. colin@mi-cnx.com
07940 936 390
Colin Munro - Managing Director
Miconex

60. Questions and
Answers
#SmartCitiesUK

61. Future Webinars
#SmartCitiesUK
Thursday April 30th – Digital Inclusivity
https://attendee.gotowebinar.com/regist
er/5858588685057921037

62. Thanks for Listening
#SmartCitiesUK