Check-Ins for Checkouts: Using Mobile and Location-Based Technology to Boost Purchasing

eTail West 2012

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Check-Ins for Checkouts: Using Mobile and Location-Based Technology to Boost Purchasing

Where:

JW Marriott Desert Springs
Palm Springs, CA
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When:

Feb 22, 2012

Speaking:

Erin Waldie
Associate Director, Digital & New Media
AIR MILES Reward Program
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Erin Waldie is responsible for Strategy and Execution of AIR MILES marketing programs that take advantage of online social media and mobile marketing. Her focus is building the tools and technologies to create engaging consumer interactions while providing opportunities for the AIR MILES Reward Program and its Sponsors to create effective marketing programs through these channels.

In 2009 Erin spearheaded the launch of the AIR MILES Community, one of Canada's first B2C Social media sites. Her team also helped introduce an SMS opt-in program and converted web properties to mobile to enable more effective campaign execution. In fall 2010, Erin's team successfully launched Canada's first mobile Smartphone application for a loyalty program, leveraging industry trends and technologies to create an engaging customer experience driving results for Sponsors and Retailers.

Since joining the AIR MILES team in 2003, Erin has focused on CRM and digital marketing, building on her experience in data analytics, web/email marketing and multi-channel campaigns. Erin holds an Honours Bachelor of Business Administration degree from Wilfrid Laurier University.

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Description:

There may not be a mobile app that increases same-store retail sales, but technology has made it possible for retailers to use smart phones to increase the average shopping basket. By combining location data with its vast bank of consumer purchase data, the AIR MILES Reward Program app is enticing shoppers to visit its merchant partners more frequently and to buy more per trip. And consumers are responding: The app, launched in January 2011, counts more than 450,000 downloads and is used an average of 4.5 times a month, per user.

The AIR MILES app works by providing the customer – regardless of location – a live listing of all nearby AIR MILES coalition merchant partners, from banks to supermarkets to fuel stations. Once the consumer checks in to that merchant location, AIR MILES rewards him or her with tailored offers for products and services, also sent through the mobile phone. Join our presentation to learn firsthand the planning that went into launching this app, the lessons learned along the way, and the next steps – including its recent expansion to the Android platform. We’ll also share tips on how to create highly tailored offers without being invasive.

Key learnings:
• Behind-the-scenes look at planning, launching and tweaking a mobile app
• How to use mobile technology to get shoppers to spend more and shop more often
• Combining location-based marketing with shopper data in a way that is not creepy
• Upkeep and maintenance: Steps to making sure your app retains relevancy