Mobile Hits the Bottom Line- mCommerce (Process & Payments)

Mobile Marketing Association
PATRICK J. MOORHEAD
VP - Mobile
Catalina Marketing

© 2012 Catalina Confidential
Addiction Symptoms
Would choose daily use of mobile phone
over daily use of ___________, if forced to
choose.
Alcohol 70%
Chocolate 63%
Caffeine 55%
Exercise 54%
Sex 33%
Toothbrush 22%
Shoes 21%
Telenav Mobile Behavior Study, July 2011

We’re addicted to now.
Humans are pretty good at long range planning, but when it
comes closer to now, we become increasingly irrational in
decision making. The phone is an easy solution, converting
me into “the blue dot” thus organizing the digital world
around me, instantly.

Wall Street Journal – How Future Self Impacts Saving
95%Of Smartphone users actively use local search.
88%
Take Action Within The Same Day.
(Source: Think Mobile w/ Google)

We’re crazy about missions.
Coffee Bay noticed a 78%
redemption rate on their
promotional punch cards when
they handed out cards with “two
free” punches started on them,
versus un-punched.
Mobile phone is the ultimate
mission device.

Quick Decision – Instant Delivery
(Source: iconoculture)

mCommerce Makes the Most of Her
Time and Budget
CONVIENCE TIME SAVING MONEY SAVING
“It's so quick! Instead of placing items
in my cart, then taking them out of the
cart and putting them on the conveyer
belt at the register, then (often)
bagging them myself...hauling them
to the car, then bringing them in my
home and AGAIN taking them out of
the bags. SO MUCH EASIER!”
“It makes grocery shopping fun!
Saves time and energy. It also
factors in coupons and savings
automatically.”
“I can walk right into the store
and start shopping.”

“
”
“
”
“
”
Mobile Technologies Foster Opportunities
to Engage Across a Spectrum of Users…
9
Sarah | The SaverHayden | Household of 1 Thea | 30’s with Kids
Coupons are money! I love
checking my offers tab to see
what is available for me to buy.
I particularly like it when new
offers come up as I shop. It’s a
thrill especially if I can use the
item right away.”
I’m a savvy shopper; not a
‘coupon clipper’ but if there’s an
opportunity for me to save
some money, I’ll take it. It just
can’t be complicated and don’t
slow me down. I like to control
my apps though personalization
settings so I’m not interrupted
by notifications.
I’m not afraid of technology, but I
don’t have time to fuss with it
either. I’m a busy mom, wife,
employee and blogger. Apps and
mobile tools have to be quick,
easy and fun for me and my
husband to use interchangeably. I
share all my experiences with my
social network – especially if the
experience provides us value.
11% < 30 yrs old | 20% Single | 20% $50-75K Income 25% 30-39 yrs old | 3+ in HH| 29% $100-150K Income 30% 40-49 yrs old | 70% Married | 41% Completed College

Why Shopper Adopt mCommerce
10
Source: Scanit! Mobile Satisfaction Research, Dec 2012; Catalina Marketing Analysis, n=759

Offer Content is a key Driver of
Satisfaction and Usage
11
Source: Scanit! Mobile Satisfaction Research, Dec 2012; Catalina Marketing Analysis, n=759
67% of overall users are highly satisfied with the
mCommerce shopping experience

Mobile Coupons – Growing!
13

Nobody Wants to Pay Full Price

The Year of Mobile for CPG
18
“Mobile is growing at unprecedented
levels and consumers are more and more
comfortable engaging with their favorite
brands via their mobile devices. To
address these [technology] forces, our
vision is to build our brands through
lifelong, one-to-one relationships in real
time with every person in the world…”
Marc Pritchard, global marketing and
brand building officer of P&G

The Gap, and the Opportunity

Right message, Right audience, Right time
In Store
M-Commerce
In Store Checkout
Online
Mobile
couponnetwork.com/.FR/.JP
BuyerVision
Digital L2C
On the Go
Mobile
BuyerVisionMobile
Digital L2C
C• wallet
Vision: Catalina unleashes the potential to know,
engage and empower the consumers of the world

Smartphone as shopping tool.
Leverage the device shoppers already carry with them.

Mobile Scan + Bag.
Shoppers scan items into their mobile basket, and add
them to their physical basket.

Personalized mobile offers.
Transactional and Historical targeting influences behavior
at the shelf, in the buying moment.

Fully Integrated.
App is connected to POS, CRM, in-store fixtures, and loyalty

Next Level Convenience
Express checkout shaves time off the store trip, and makes
coupon redemption seamless.

This is OUR lab…

We have 350 of them…and growing
27

mCommerce Shoppers Shop More
and Spend More…
28
Analysis Period: 52 weeks period ranging from 06/05/2011 to 06/03/2012 among active store shoppers who satisfy static definition
mCommerce
Shoppers
Non- mCommerce
Shoppers
$72.58
$50.64
$-
$20
$40
$60
$80
69
49
-
20
40
60
80
Store Trips Basket Size
+ 43%+ 41%

Redemption Rate
11.8%
5.5%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
Overall
mCommerce v Printer Avg Redemption Rate
mCommerce Avg Redemption Rate Printer Avg Redemption Rate
3.3 impressions per mobile ID = 1 impression per printer ID
Data reflects historical offers only
all results are from mobile product model that exists in Ahold today; model may change in the future

© 2013 Catalina Confidential Pag
17.1%
9.4%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Overall
mCommerce v Printer Avg % Model Sales Lift
mCommerce Avg % Model Sales Lift Printer Avg % Model Sales Lift
Sales Lift
3.3 impressions per mobile ID = 1 impression per printer ID
Based on 2 historical offers – non-trial

Acquire Offer Strategies Drive Sales Lift
Page 31
38.9%
20.3%
26.5%
11.7%
7.1%
9.4%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Acquire Maximize Overall
mCommerce v Printer Channel Avg % Sales Lift by Offer Strategy
mCommerce % Model Sales Lift Printer % Model Sales Lift

mCommerce Connects with High Value
Shoppers at the Category Level
mCommerce Shoppers Non-mCommerce Shoppers
10.3
9.2
6.2 5.8
-0.5
2.0
4.5
7.0
9.5
12.0
Cracker Category Cookie Category
$57.72
$50.95
$32.62
$30.11
$-
$20
$40
$60
$80
Cracker Category Cookie Category
Category Trips Category Sales
Shopper Comparison: mCommerce v. non-mCommerce

Spikes observed in # of consumers, # of trips, and sales for the promoted
products for the week when equity message were run among consumers
who received those messages
Analysis Period: From 10/25/2012-1/31/2013
0
10
20
30
40
50
60
70
80
90
100
0
20
40
60
80
TripsIDs
Weekly # of IDs and Trips Who Shopped 20oz Single Serve Among Consumers Who Received
Equity Message
IDs - Front of the Store Message IDs - Back of the Store Message Trips - Front of the Store Message Trips- Back of the Store Message

0
50
100
150
200
250
0
40
80
120
160
200
TripsIDs
Weekly # of IDs and Trips Who Shopped Portfolio Among Consumers Who Received Equity
Message
IDs - Front of the Store Message IDs - Back of the Store Message Trips - Front of the Store Message Trips- Back of the Store Message
Spikes also observed in # of consumers, trips, and sales for
the entire portfolio when equity message were run
Analysis Period: From 10/25/2012-1/31/2013

Mobile is the Right
Now, Mission Completion
Device
35

Consumers Don’t Want To
Pay Full Price.
36

Smartphones are the
“find-me-a-deal-right-now”
tool of choice.
37

Consumers Want
Convenience, Control and
Time and Money Savings
From Their Mobile Phones.

Solutions That Pay Off On
Consumer Need States
Drive Significant Business
Performance.

© 2012 Catalina Confidential© 2012 Catalina Confidential
THANK YOU!
Patrick J Moorhead
VP – Mobile Brand Development
Twitter - @chimediaguy

Mobile Hits the Bottom Line- mCommerce (Process & Payments)

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Mobile Hits the Bottom Line- mCommerce (Process & Payments)

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