Mobile Marketing 101
Fundamentals in mobile marketing implementation
 Honeywell.com
Industry Trends & Statistics
57%
100M
3Bn
1%
5%
$7Bn
consumers would like to receive mobile coupons – Deloitte
forecasted users of mobile coupons by 2010 – Juniper Research
mobile coupons issued by 2011 – Juniper Research
redemption rate for printed coupons – CMS Inc.
redemption rate for mobile coupons – Juniper Research
redemption value of mobile coupons by 2011 – Juniper Research
Mobile marketing is here. Are you prepared?
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 Honeywell.com
Why are retailers investing in mobile marketing?
Cost Savings
Increased Redemption
No Printed Paper
No Shipping Fees
Targeted Audience
Real Time
No Advertising
Fee
No Labor Cost
No more “cutting”
coupons
Customized
per customer
Lower Costs, Increase Sales while being more environmentally friendly
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Real Life Implementations of
Mobile Marketing
 Honeywell.com
Mobile Phone Applications in Retail
>100 million trees
are used each year for
paper coupons
2.8 million
automobiles emit the
same amount of
carbon emissions
created to dispose of
paper coupons
In-Aisle Promotions
Mobile Payment
Electronic Loyalty
Mobile Coupon Redemption
Support the Green initiative, while improving your bottom line
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Honeywell Proprietary
 Honeywell.com
Advertising – Text to Action
How It Works
1. Advertise using normal marketing methods
- Print, billboard, TV, web, etc.
2. Call-to-action is text a keyword to a short code
3. Customer will get an automated response with
promotional offering
4. Customer can redeem promotion at store location
Customer Benefits:
– Selectively accept promotional offers
– Easier call to action than website, phone or fax
– Always have the coupon on your person
Retailer Benefits:
– Increased redemption rate, increases revenue
– Allow customer to immediately react, increasing
likelihood of success
– Reduced costs with automated back-end
– Environmental image
CodeBroker www.codebroker.com
CellFire www.cellfire.com
RocketBux www.rocketbux.com
Demonstration: Text “Honeywell” to 78527 (Powered by CodeBroker, Verizon does not apply)
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 Honeywell.com
Online Browsing-Based Promotions
How It Works
1. Customer downloads app to mobile phone
2. Retailer registers with servicer provider (CellFire)
3. Retailer posts promotional offers online to the
CellFire website
4. Customers browse using app, download
promotions of interest
5. Redeemed at the store through scanning of code
or hand keying promotional code
Customer Benefits:
– No more clipping coupons
– No more forgetting paper coupons at home
Retailer Benefits:
– Reduce cost of printing coupons
– Higher redemption rate
– Targeted geographic audiences
Saved Offers
Page
All Offers
Page
Offer Detail
Page
Offer Code
Page
Visit www.cellfire.com to see retailers already taking advantage
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 Honeywell.com
In-Aisle Promotional Offers
How It Works
1. In-aisle kiosks or Bluetooth hotspots
stationed throughout the store
2. Customer activates their Bluetooth network
on their phone
3. Downloads and offers can be pushed to the
phone based on store location
Customer Benefits:
– Real time promotional offers
– Don’t have to carry additional paper
discounts
Retailer Benefits:
– Corporate image: Green and environmental
– Improved customer satisfaction
More advanced systems required and customer must be tech savvy
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 Honeywell.com
Mobile Payment & E-Gift Card
How It Works
1. Unique ID created and linked to pre-paid account
2. Unique ID encoded in bar code
3. Bar code distributed to customer via phone
4. Upon each transaction, scan bar code to debit the
account
Customer Benefits:
– Never forget your gift card at home
– Reduced wallet size
Retailer Benefits:
– Corporate image: Green and environmental
– Reduced costs minimizing printed cards
– Improved customer satisfaction
Avoid the costs of printing 1000’s of gift cards per year
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Electronic Loyalty Cards
How It Works
1. Download app to phone
2. Select store
3. Type enter loyalty number
4. Present phone to cashier at checkout
Customer Benefits:
– Increased savings by always having their card
– No hassle: lost cards or oversized wallets
Retailer Benefits:
– Corporate image: Green and environmental
– Reduced costs minimizing printed cards
– Improved customer satisfaction
Scanaroo www.scanaroo.com
CardStar www.mycardstar.com
WalletZero www.walletzero.com
Royalty Rewards www.royaltyrewards.com
CodeBroker www.codebroker.com
Customers are downloading and attempting to use these apps TODAY!
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Direct Marketing to Mobile Phones
How It Works
1. Target audience pulled from database
2. MMS/SMS distributed to customer mobile phones
3. Message contains bar code or link to promotional
code offering
4. Customer presents code at time of checkout
Customer Benefits:
– Promotions sent directly to phone
– Easier redemption and always on your person
Retailer Benefits:
– Corporate image: Green and environmental
– Reduced costs with less printed paper
– Increased sales with higher redemption rates
Get promotional offers to customers faster and more effectively
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5 Rights of Mobile Marketing
 Honeywell.com
Mobile Marketing Value Chain
.
.
.
.
Right Customer
Target a specific set of
customers that have
similar buying habits
so you can offer the…
Right Promotion
To maximize
redemption rates and
increase sales by
sending the…
Retailer Marketing or Outsourced Agency
Right Bar Code
Right Provider
Right Scanner
That contains all the
necessary information
through the…
Who will optimize the
bar code for size and
orientation on each
unique mobile phone
so that the…
Can ensure the highest
read rate and customer
throughput.
Mobile Marketing Solution Provider
Bar Code Scanner
Manufacturer
This can result in an increase in redemption rate by 500%
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Right Provider: One size does NOT fit all
P
?
O
With over 1000+ unique phones, look for a partner who can render for
your demographic and needs
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 Honeywell.com
Right Provider: One symbology does NOT fit all
P
?
O
Altering size and ratio of code can result in “no read” scenarios
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 Honeywell.com
Right Provider: Every phone is unique
P
P
P
.
.
Each phone has optimal symbologies and orientation to improve reading
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 Honeywell.com
Right Scanner: Technology
LASER Scanner
O
PROBLEM:
REQUIRED:
Reflection from each SPACE LCDs do not reflect
light
2D IMAGER
P
SOLUTION:
Take a picture with an imager
Digital Imagers essentially take a
Black & White picture of the screen
and process the image in Software
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 Honeywell.com
Right Scanner – Form Factor Preference
Hand-Held Scanners
Presentation Scanners
Fixed Position
Ideal Use Case:
• Low volume transactions (<5 items)
• Large/bulky items
• Tethered to Aux port of bioptic
Ideal Use Case:
• Mid-volume transactions (5-15 items)
• Majority of items are smaller sized
• Swipe scanning for faster throughput
Ideal Use Case:
• Fixed reading
• Integrated into other equipment such
as kiosks
Retail Industries:
• Specialty store
• Discount – secondary scanner
• Grocery - secondary scanner
Retail Segments
• Specialty Store
• Convenience Store
• Pharmacy
Retail Segment:
• Grocery
• Discount
• Large store footprint
Select scanner on transaction size, SKU type and checkstand layout
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Anatomy of a Win
 Honeywell.com
The Situation
Customer
Top 10 U.S. Retailer
Industry
Retail
Application
Mobile Couponing
The Challenge
Traditional printed coupons provide an average
redemption rate of 1%, and are becoming less
popular with the younger demographic.
Consumers are always forgetting or leaving
behind printed coupons, causing frustration at the
time of checkout that the discount is not awarded
What tools are available to retailers to:
i) drive better ROI on marketing promotions,
ii) reach demographics not currently receptive to
traditional marketing campaigns, and
iii) better track individual behavior
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Honeywell Proprietary
 Honeywell.com
The Solution
Honeywell Product
Focus 1690
Other AIDC and IT equipment CodeBroker Mobile Couponing Software
• Nationwide deployment of a subscription-based
mobile couponing service
• Consumer can register online and provide his/her
mobile phone number to receive monthly
promotional offers
• CodeBroker delivers a highly optimized PDF417
bar code based on each individual model of mobile
phone
• Consumer presents their mobile phone at the time
of checkout where it is scanned by the Honeywell
Focus 1690
• Required no POS software modification
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 Honeywell.com
The Experience and Results
• Started with pilot projects in one and then multiple stores – led by
marketing
– Goals were to test scanning, cashier behavior, redemption rates, learn
about other potential issues
• Store operations involved at each step in the process
• No POS modifications required. No integration required for pilots
• After successful testing, rolled out nationally
• Has been a highly visible success for marketing and they expect it
to drive significant revenue
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Honeywell Proprietary
 Honeywell.com
Honeywell & CodeBroker Evaluation Program
Package A
Package B
Package C
Up to 5
Up to 20
Up to 50
CodeBroker Campaign Management SW
Y
Y
Y
# of Promotions
1
2
2
2,500
5,000
10,000
2 weeks
1 month
2 months
$5,000
$15,000
$35,000
Honeywell Area-Imaging Bar Code Scanners
(Xenon 1900 and Genesis 7580 scanners only)
# of Texts per Promotion
Duration of Promotion
List Price*
*Expenses related to the installation and integration of hardware is the responsibility of the retailer and is not included in the
price of an evaluation package.
Contact a Honeywell representative for more information
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Honeywell Proprietary
 Honeywell.com
Things to Remember
• Mobile marketing can be used in a variety of applications
– Payment, Promotions, Loyalty
• Five Rights
–
–
–
–
–
Right customer: more targeted campaigns
Right promotion: real time and customized by customer segment
Right bar code: they are not all the same
Right provider: campaign delivery and bar code optimization
Right scanner: imaging device, not laser
• The benefits can be huge
– 500%+ Increase in promotional sales due to higher redemption rates
– Reductions in marketing expense, eliminating paper and advertising fees
– Green corporate image
No change to POS SW if just replacing printed codes with mobile
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Honeywell Proprietary
 Honeywell.com
Dynamic Gateway Solution (DGS)
If the Point of Sale software does not handle the extra data
desired in a mobile marketing campaign…
DGS (Dynamic Gateway Solutions) offers an intermediary
device that can parse, validate, and redeem mobile coupons
and deliver a pre-formatted standard coupon code back to
the POS device.
Redemption, loyalty, and other data is parsed out and
validated via a connection to the internet and API’s that
sync to the mobile coupon provider’s site.
• Sits between Point Of Sale and barcode scanner
• Works with various Mobile Coupon providers
• Does not requite Point Of Sale software integration
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Honeywell Proprietary
 Honeywell.com
Informational Sites
• Industry Trends
– Mobile Marketer www.mobilemarketer.com
– Mobile Marketing Association www.mmaglobal.com
– Mobile Marketing Watch www.mobilemarketingwatch.com
• Mobile Marketing Providers
–
–
–
–
Mobivity www.mobilemarketing.net
CodeBroker www.codebroker.com
CellFire www.cellfire.com
RocketBux www.rocketbux.com
• Software/Hardware Gateway
MS1600 Focus Series
4600 & 4820
– DGS http://dynamic-gateway.com/
• Bar Code Scanning Solutions
– Honeywell www.honeywellaidc.com
4800p & MS4980 VuQuest
MS7580 Genesis
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