Seizing marketing opportunities NFC for CRM

Digital proximity experience unlocks value

François Lecomte-Vagniez LOBARY SARL

+33 6 81 49 44 94 flecomte@lobary.com

www. lobary.com

@lobary

September 18th, 2012

© Lobary 2012

3 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.

Do customers think as pretenders ?

Is it really a midge ?”

Can I eat it, easily and safely ?

Great food here… Will I stay forever

in this place ?

4 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.

Customer’s remote control for local services

Products / Brands Deals / Services

Inform Perform Transform

Local interactions over smartphones change (almost) everything in a commercial relation

5 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.

The mobile revolution… Is NFC next ?

• Mobile wins !

– A mobile out of 2 is a smartphone

– Mobile users connected anytime, anywhere.

– Social living – instant like & shares

• Digital and real world, back and forth

• “Web-to-Shop” and “Shop-to-Web” + in-Shop interactions.

• SoLoMo – Social Local Mobile

• Mobile Economic Time (MET)

• Digital proximity services delivery

• ONLINE : web based / strong authentication.

• OFFLINE/ONLINE : Keys stored on devices.

NFC : a generic interaction facilitator ?

Smartphones sales (GFK)

6 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.

INFORM – NFC helps

• Handling customer’s queries

– Instant queries, anywhere Local deals, shop localization, timetable, drive-in…

– In-shop experience Check-in , investigations, product details, call for help,…

• For immediate answer !

– Content pertinence, format, accuracy, speed, etc.

• NFC query = a simple gesture to read a tag

– Close loop, pull mode, desired, no need for specific apps, etc.

– NFC isn’t common today, but a commodity tomorrow ?

• Learning curve… could be mixed with QR-Codes or LBS.

“Bordeaux ma Ville”

local services

Challenge : Matching customer’s expectations (at least) !

7 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.

PERFORM – NFC helps

• All mobile… No user’s guide.

– Coupons, discount, gift, voucher, fast pass, quick payment, etc.

– Service discovery, prepaid voucher, instant betting, gaming…

Intuitive use, smartphone integrated.

• Seamless transactional processes, the must !

– Honor promise - do not create constraints.

– Service fast and easy. Very efficient.

– Safety for valuables and data.

• NFC = same gesture to valid/redeem/pay/access…

– Short range communication, private/universal models, online or offline.

– Market standards, certification, processes, platforms, cards & mobile coexistence, marketing and communication efforts, etc.

Challenge : NFC transaction’s ecosystem(s) to take-off

8 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.

TRANSFORM – NFC helps

• Remains accessible – all time and location

– Multichannel services : web-2-shop / shop-2-web.

– Enable social networks shares. Even for deals.

• Your customers deserve all the best

– Offer a seamless multichannel for digital and physical worlds.

– Delivering the best customer experience is your priority.

Consider all NFC options and alternatives.

• NFC offers a pivot for local services delivery

– Identify your customer for personalized relations.

– Deliver value added local services :

• Cloud based – store value acquisition platform.

• Offline –secure keys embedded / authentication processes.

Challenge : NFC smartphones market share today

Smurf NFC

Sharing deals

9 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.

Upside down customer’s relations - VRM

• From Customer to Vendor Relationship Management

– Personalized services on demand - over smartphones.

– Pull mode is going to be preferred than push.

Convenience, Pertinence, Security, Privacy and Universality.

Remember : the pretender is the expert of camouflage.

• NFC “Click and whirr 1 ” gesture

– Best choice available. Here and now.

– Best deals and optimized services. A la carte.

– Easy transactions, in confidence. Their way.

• Instant value delivery is the #1 discriminant

– Widgets, apps, secure Id, seamless multichannel CRM…

– The must : brand images + excellence in services delivery.

1 Reference to « Influence », by Robert B. Cialdini, Pearson

« Got it ! »

All means for local interactions should be organized.

10 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.

Attention marketing – take care !

• Get customer’s attention

– Be visible to exist. Information, games, tools & apps,…

– Start to exploit the Mobile Economic Time.

• Catch the winning instant

– Appropriate time, place and offer.

– No push - except if demanded.

• Deliver the promise

– Innovation isn’t obvious. Make life easier.

– Be over expectations for problem solving.

• Be a friend, fair and dutiful

– Privacy counts. Protect personal data.

– Encourage feedback, good or bad. Leverage social networks.

Load and store valuables.

Instant satisfaction delivery

Standardize processes

Recognize and serve

Possibly, that’s all NFC capabilities

11 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.

To be or not to be NFC for CRM ?

• NFC brings lot’s of value for CRM

– DUMMY SIMPLE for users + SECURED.

– Large bandwidth for use : tag, card and p2p.

– Marketing action’s efficiency can be tracked from A to Z.

But : “ECOSYSMIC”… Uncertainty on take-off, adoption, models…

• Investing in mobile proximity services worths it

– Learn and tune offers and customer’s approaches.

– Teach customers and get direct feedback.

– Be involved in a promising global ecosystem development.

Get AGILITY and catch OPPORTUNITIES.

NFC or not : digital proximity experience unlocks value.

Thank you

François Lecomte-Vagniez LOBARY SARL

+33.6.81.49.44.94

flecomte@lobary.com

www. lobary.com

@lobary

13 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.

Digital proximity experience unlocks value

• Lobary value proposal

– Lobary advises and contributes to effective deployment of mobile contactless (nfc) solutions for proximity services applications such as payment, commerce, marketing, access or transport.

Experience unlocks value : for your company and your clients.

• Lobary leverages experience on digital proximity services

Vision :

Prospective, market opportunities.

Strategy :

Positioning, business case, targets and means.

Development :

Business development, partnerships/alliances...

Marketing, communication, events,...

www.lobary.com