Mobile Horizons Istanbul The Retail Revolution in Turkey Kerem Sözügeçer, Founder and CTO, Shopamani This presentation was made on June 4, 2013 at the Mobile Horizons Istanbul conference. This thought-leadership forum was a unique conference about the disruptive changes caused by mobile technologies: Wearable Technologies, New interfaces, Mobile Retail, Big Data, Connected Life, and more! Featuring international mobile visionaries and Turkish business leaders Mobile Horizons Istanbul was held at an exclusive venue on the shores of the Bosphorus For more information, please visit the website at www.mobile-horizons.com or facebook at www.facebook.com/mobilehorizons.

1. The Retail Revolution
in Turkey
Kerem Sözügeçer
Founder and CTO, Shopamani
Mobile Horizons Istanbul
This presentation was made on June 4, 2013
at the Mobile Horizons Istanbul conference.
To learn more about this unique thought-
leadership forum, please visit the website at
www.mobile-horizons.com or facebook at
www.facebook.com/mobilehorizons.

2. New Generation Loyalty
For New Generation Customers

3. What
is
the
main
objec/ve
of
any
consumer
business?
To
increase
the
bo7om
line
How
can
you
achieve
that
in
the
most
effec2ve
way?
Ø Retaining
Customers
Ø Decreasing
churn
Ø Increasing
frequency
of
visit
Ø Increasing
basket
size
Ø Decreasing
customer
acquisi2on
cost

4. Key
to
success
To
create
a
loyal
customer
base
Ø Happy
customers,
Ø who
come
more
oAen,
Ø spend
more
each
2me
they
come,
Ø and
share
their
experiences,
Ø so
that
they’ll
bring
in
new
customers
by
referral.

5. How
do
you
create
loyalty?
By
enhancing
Customer
Experience!
“Successful
loyalty
schemes
require
advanced
technology
for
proper
data
mining,
and
to
build
personal
rela2onships.
It
has
less
to
do
with
the
value
of
points
or
discounts
to
a
customer,
and
much
more
to
do
with
the
ability
to
improve
the
customer
experience”

6. A7empts
to
create
loyalty
fail
for
various
reasons
Ø “As
many
as
50%
of
all
CRM
and
Loyalty
implementa/ons
fail”
Gartner
Dataquest
Ø “Approximately
two
billion
loyalty
program
memberships
in
the
US
in
2010,
but
only
about
46%
of
those
memberships
are
ac/ve”
Colloquy’s
2011
Loyalty
Census
Ø “Many
customers
see
loyalty
programs
as
puni/ve,
as
a
way
of
being
ambushed
by
the
retailer.”
Jose
Alvarez,
Senior
Lecturer
at
Harvard
Business
School

7. A7empts
to
create
loyalty
fail
for
various
reasons
(cont.)
Ø “With
generic
discounts
across
the
board,
all
Loyalty
Programs
do
is
teach
the
customer
to
seek
out
the
lowest
price”
Brian
Woolf,
Global
Leader
in
Loyalty
MarkeHng
Ø “The
reason
only
less
than
half
of
loyalty
memberships
are
ac2ve
is
poor
ease
of
use
and
lack
of
personaliza/on”
Brian
Woolf

8. What
should
a
successful
loyalty
program
offer?
Consumer-­‐driven,
NOT
Brand-­‐driven
Program
Ø Requires
“re-­‐design”
of
loyalty
programs
to
be
driven
by
consumers’
choices
rather
than
brands’
imposed
offers
Ongoing
Engagement
with
Customers
Ø Requires
Timely
Interac2on
and
Interac2ve
Communica2on
Ease
of
Use
and
Availability
on
All
your
Sales
Channels
Ø Requires
a
seamless
system
to
recognize
the
customer
anywhere
and
to
work
consistently
whether
the
purchase
is
in-­‐store,
on-­‐line
or
on
mobile

9. What
should
a
successful
loyalty
program
offer?
(cont.)
Relevant
and
Personalized
Rewards
Ø Requires
Deeper
Understanding
of
Customers,
including
An2cipa2on
of
their
Inten2ons
and
Improved
Segmenta2on
Reward
not
only
Purchase
Behavior
but
also
Brand
Advocacy
Ø Requires
Constant
Connec2on
with
Social
Media
and
Understanding
of
Customers’
Social
Behavior
Choices
for
the
Customer;
Wider
Selec/on
of
Rewards
from
Mul/ple
Brands
Ø Requires
info
on
customers’
interac2on
with
other
brands
and
cross-­‐
loyalty
partnerships

10. Mudo
Mobile
An
integrated
tool
that
combines
online
and
offline
shopping,
gi]ing
and
social
sharing
on
top
of
a
loyalty
scheme
How
does
it
work?

11. Mobile
Loyalty
Program
No
More
Plas/c
Cards!
Signup
and
get
a
new
loyalty
membership
OR
2e
your
exis2ng
physical
card
to
the
app
Personalized
deals,
transac2on
history,
points
and
more…

12. Mobile
Shopping
Scan
product
barcode
View
product
info
Check
availability
at
other
stores
Pay
when
ready

13. Now
a
quick
demo
of
the
whole
experience

14. Mobile
Checkout
Cashier