Sephora has built a reputation as a big player in mobile. The Sephora mobile strategy is wide ranging and might seem complex, but there is a pattern that they use repeatedly.
First, and most important, Sephora strategy is customer focussed and on providing an informed experience, rather than holistic or technology focussed. Secondly, with the customer always at the centre, Sephora develops integrated cross-channel strategies that merge seamless for the customer.
and on providing
an informed experience”
Sephora knows digital. They know the importance of mobile and how mobile fits into the bigger picture, whether online or offline and, most of all, they understand how to combine and move between channels in a way that makes sense to their customers.
Main Elements of Sephora’s Mobile Strategy
- Updated & excellent usability on the Website
- Good mobile App
- CRM with Email and SMS
- Apple Wallet (Passbook) with Loyalty Card, Discount Coupons and Gift Cards
- Integration with social networks such as Facebook, Twitter and Pinterest
- Mobile Shopping experience
- Seamless experience across functionalities and promotions
- Active promotion of mobile features across all channels
Overview of Mobile Results and Performance
- 1/3 of all traffic to the Sephora website is from mobile devices
- Over 50% of Sephora’s emails are opened on mobile devices
- Mobile website m.sephora.com (full shopping and Beauty Insider)
- Successful Sephora Apps
- More than 600,000 Sephora customers who have their Loyalty Card installed it on Apple Wallet
- Apple Wallet users spend twice as much annually and purchase twice as frequently as average Sephora customers
“1/3 of all traffic to the Sephora website is from mobile devices”
There is a lot to learn from the way Sephora has implemented their mobile strategy. Sephora has driven significant value from connecting in-store and offline media with Mobile Apps and Apple Wallet Passes, using multiple channels to build awareness. Email, SMS, Mobile Media, QR Codes and loyalty programmes have been put to good effect in supporting consistent brand messaging throughout.
For retailers, integration with existing loyalty programs makes excellent sense as a first step into mobile. And the use of services like Apple Wallet to enable digital loyalty cards, offers and coupon redemption are a must have without the need to build custom technology.
On Friday 19th of February, Passworks applied to the Unibail-Rodamco and NUMA Accelerator program. You can find more about at the retail accelerator program.
Unibail-Rodamco is the Europe’s leading listed commercial property company specialised in managing shopping centres in the main European capital cities. They partnerships with NUMA, which is the first french incubator for technology startups. The program will last for four months and the six chosen startups that will be selected will have access to the team and portfolio of Europe’s leading commercial property company. A great opportunity!
At Passworks, we believe that tour technology can help Unibail-Rodamco clients to do on-going communication in real-time and based on location with their customers through mobile wallet content, such as discounts, loyalty cards, event tickets without the barrier of having to install an App.
With Passworks, clients can Improve the customer experience in-store while creating a direct communication channel with customers enabling visibility gain, store traffic and increase sales.
Customer experience emerged in 2014 as a top priority for marketers. In 2015 gained its momentum. Now, it is the main priority for marketers.
Adobe Digital 2016 Trends Report tells the customer experience story. The report shows that top marketers talked about their most exciting opportunity, and the top three answers were i) “optimising the customer experience”, ii) “creating compelling content for digital experiences” and iii) “data-driven marketing that focuses on the individual”.
Other important key findings on the Digital Trend Report include:
- Customer experience remains a top priority and is now defining other priorities;
- Marketers’ strategic priorities for 2016 are very much centred on data, but more than 1 in 3 report difficulties in attracting and keeping analysts;
- Increased collaboration between creative and marketing will benefit customer experience optimisation;
- Personalisation and content optimisation are the highest priority digital-related areas;
- Mobile remains a top-3 priority for more than half of the respondents.
Meaning that Marketers in every sector are embracing this new customer experience reality.
And while it brings new challenges, it inspires creativity, enthusiasm and success.
Mobile Wallet Marketing is a key tool to allow Marketers to put their customer at the center of their mobile marketing strategy and deliver a best in class customer experience while being capable to make data-driven decisions and activities.
Mobile tech dependency heightens this year with the prevalence of more mobile wallets and mobile payment systems. In a survey by Accenture, Millennials (23%) and those from higher-income households (38%) led the pack in contactless payments where they are said to them at least once a week. More than half of those from North America (52%) are already “extremely aware” of mobile payments, according to the research. However, mobile wallets will become even more popular this year due to various factors and changes in the mobile and tech industry.
Here are some of the biggest influencers of mobile wallets in 2016:
Mobile Wallet Marketing will become a must
With Mobile Wallets, such as Apple Pay, Android Pay or Samsun Pay, customers now have more options than ever when it comes to paying via their smartphone. But mobile wallets have much more uses beyond enabling mobile payments, allowing users to add things such as coupons, store or loyalty cards, boarding passes, tickets or membership cards.
The non-payment side of mobile wallets is still nascent in terms of brand adoption, but as smartphone users are becoming more in sync with its functionalities brands should look to move their tickets or coupon and loyalty campaigns to more dynamic digital smartphone versions. Digital wallets form an important part of the current trend of new mobile technologies which are all focused on creating unique, innovative and real-time experiences for customers whilst paving the way for a more seamless transition between the physical and the digital worlds.
Bitcoin will become mainstream
Among the available crypto currencies worldwide, Bitcoin is the most popular and is becoming more accepted by consumers and businesses alike. In fact, some retailers have already started accepting this virtual coin as payment for transactions and we have seen a growing number of Bitcoin ATMs installed worldwide. In May 2015, there were already 400 machines installed globally and more are expected to be installed this year. Bitcoin is said to be taking on the popular virtual payment system PayPal, as it offers a more secure process to its users. Currently, Bitcoin firms are trying hard to make the currency mainstream.
“The benefit is going to be for people who want to use an online service, and don’t want to worry about managing and securing private keys and so forth. They can store as much as they want, there’s no fees, and it includes all the offline storage we provide as well as full insurance on all deposits,” said Bitcoin bank representative Jeremy Allaire.
Cheaper devices with NFC
The NFC (near field communication) chipset is now becoming a mainstream feature in almost all the handsets on the market, including the budget-friendly ones. However, many premium handsets in 2015 are still expensive, leaving many consumers waiting for the sales to give them a chance of owning such an expensive smartphones. Other NFC-enabled handsets are now also more affordable via various providers worldwide as newer devices are set to take over the market soon.
Iris scanning technology arrives
In 2016, a new biometric security in the form of iris scanning will dominate the next wave of mobile devices as it guarantees to be less costly and more secure than any known mobile sensors today. Since it will be more affordable than fingerprint scanning, we are hopeful that handsets with iris scanning will be cheaper, if not, it should at least have the same price tag.
We are certain that there are other factors that will affect the growing industry of mobile wallets this year, as new mobile technologies are set to revolutionize the next wave of smartphones.
Do you foresee the mobile wallet industry blossoming in 2016? We’d love to hear your thoughts so feel free to leave us a comment below.
Exclusively written for Passworks
Even that you have a great App, not all your target clients will want it. This is supported by a recent Forrester research that found out “60% of US consumers have two or fewer retailer apps on their phones, 21% do not have any and only 3% had more than 10”.
Having said this, your customers will probably fall in one of two categories:
- Brand loyalists who want your App, or
- Not interested in downloading another App.
With the customers who have your App installed, you can use push notifications to send relevant information at right moment and time driving customer engagement and conversion. But as previously seen, only a part of your customers will have your App.
These facts impact your mobile marketing strategy and automatically brings questions that the marketers need to answer. How are you going to reach your customers? How are you going to create an active mobile engagement? How can I send push notifications to my customers?
The answer is Mobile Wallets Marketing.
With Mobile Wallet Marketing brands can create mobile wallet passes that can be downloaded in Apple Wallet or Android Pay (native Apps). This a great opportunity for brands and a brilliant solution for those customers who like your brand, but for some reason don´t want to install your App.
By using mobile wallets, brands can be on their consumer´s smartphone and engage with them in real time. One of the best things about mobile wallet is the possibility to send notifications that can appear on the smartphone lock-screen, similar to push notifications coming from apps. And since mobile wallets do not require any opt-in, they can act as a “small App”, allowing you to message your customer without them need to install your own App.
Basically, mobile wallet gives you the opportunity to communicate and engage directly with your customers without requiring a heavy commitment from them.
Ninguém pára a Paez!
Nova Promoção Paez disponível no passe digital que pode instalar aqui:
Thanks to Helipass digital coupons, we had the opportunity to discover Paris and the Château de Versailles from a different perspective, seen from the sky with an amazing Helicopter tour. An unforgettable experience! Helipass, one of Passworks customers, offers the possibility to clients to book online Helicopters tours all across the world. It was a great way to finish 2015!
On the 30th of December, we had the chance to to make the tour with other passengers and a real nice pilot. We were very lucky with the weather since the sky was clear and no wind at all!
On the outward helicopter trip, we enjoy a beautiful view of château de Versailles. After a 15 minutes flight, we landed at Saint-Cyr l’Ecole where we had the opportunity to have an introduction to the helicopter capabilities and a very nice glass of Champagne to celebrate the end of the year. It was very interesting, as it is not easy to speak with the pilot during the flight, therefore we used this moment to ask questions. On the way back, it was amazing to discover the West Side of Paris from the sky, where I could see the Eiffel Tower, Parc de Princes Stadium or the Invalides.
Helipass operates in various cities in Europe and it is a great gift that you can offer to friends and family!
Helipass uses Passworks digital coupons to communicate their last minute offers. Click and download the pass below on your smartphone to be aware of their latest offers.
When a helicopter is not full, the company operates special deals and great discounts that you can be aware of with the digital pass. Take advantage of the offers and get on board!
As we prepare to embrace 2016, is always good to look back
and see what happened in 2015, specially within the mobile wallets industry.
Back in January, Marketing Land defined some major mobile trends considering mobile-as-a-channel:
“Mobile will also play an increasingly important role in the evolution and user behaviour of social networks both new and existing”.
And within those trends, we saw Mobile Wallets becoming a reality. One of the most relevant facts of mobile wallets, was that on top of the high usage for payments the growth of mobile wallet marketing, specially in the retail, travel and accommodation industries, alongside with the integration of location-based marketing tools such as beacons technology.
Business 2 Community reported in July that “44% of consumers would like brands to deliver deals and coupons to their mobile devices“ building an even more momentum for the mobile wallet marketing. Also in July, and after the successful launch in the US, we saw the Apple Pay debuted in the UK, making its presence at 250,000 locations all over the country and supported by major apps like Five Guys, Zara, YPlan and MyCheck in the restaurant industry.
In the second half of the year, on September 10th, Google “fought back” and released Android Pay in the US, already accepting American Express, Discover, MasterCard and Visa, their second mobile wallet attempt. Despite not being yet a native App brought several relevant functionalities and also allows storing gift cards, loyalty card and special offers. According to PYMNTS, “Android Pay is compatible with roughly 70% of the Android phones currently in the U.S. “ and, with Android occupying 51.6% of the US smartphone market, you never know how will this mobile wallet battle turn out to be.
It wasn’t long before Apple came back to the spotlight. A few weeks later, on October 1st, Apple launched its new operating system iOS 9. Among new devices such iPhone 6S and a new Surface Pro competitor (iPad Pro), this new update brought a makeover from Passbook App to Apple Wallet, a new loyalty program and EAN 128 codes for digital passes. Dunkin´ Donuts, Walgreens Balance Rewards, MyPanera, among others brands are already supporting these new iOS 9 features.
Right after the launch of Apple’s new iOS, Android Pay pushed a new loyalty program which allows its users to buy cheaper Cokes after the purchase of full price Cokes at vending machines. According to PYMNTS, “the move has been widely applauded by mobile watchers, who note that Google is going the extra mile to help users build habits around phone use but giving them an easy and literally rewarding way to build the habit.”.
Apple continued expanding Apple Pay with the launch in Canada and Australia in November. Jennifer Bailey, Apple’s vice-president for Apple Pay mention to CBC “the company is starting with American Express in Canada and Australia because it’s both the card issuer and the payment-network operator so co-ordination is easier“, meaning that Visa and Mastercard users still have to wait for compatibility. However, back to 2014 and according to the Nilson Report, Amex users accounted only for just 5% of Canadian spending and 17% in Australia, so the outcome is still being figured out.
For Apple next countries will be Spain, Hong Kong and Singapore during 2016, while for Google the next target is Australia.
With all these launches and features upgrades, Passworks have been evolving as well. Using Passworks platform it is now possible to create passes with EAN 128 code with an alternative code for iOS 8 users and also to deliver mobile passes through CSV file, Email and SMS, which makes it possible for brands with different types of CRM to create mobile content. Another obstacle that usually stands in the way of brands’ campaigns is the POS implementation and technology compatibility issue, due to the fact that most of scanners only read a certain type of code, which made it impossible to create marketing campaigns that couldn’t be redeem. Henceforth, Passworks team developed an App called Passworks Scanner, available for both Android and iOS that enables Passworks’ users to use this app to redeem the passes and monitoring the campaign. Also, Passworks developed its own wallet app, which enables Android users to experience the same Apple’s Wallet usability. Finally (wow, it was a full year!), Passworks is having a work-in-progress makeover, which means that during these next few months, there is going to be a lot of improvements, as seen by the new already implemented design.
With the emergence of this new mobile wallet ecosystem, leaded by Apple Pay, Google Wallet, Android Pay, Samsung Pay and PayPal Wallet, this means a great opportunity for brands to invest because not only it is increasing exponentially the visibility among users but because it is starting to change other markets, such as banking, and become mainstream.
According to Business Insider, “Apple announced a number of forthcoming changes to Apple Pay, including synchronization with rewards cards”, which means that marketing is even more embedded on these interactions and that these digital channels provide a relevant experience for consumers and opportunity for brands.
There is a great concentration on the mobile business, whether in payments, marketing or advertising. 2015 is not yet over and the numbers showed by EConsultancy are already showing a “10% increase in paid search advertising spend compared with last year, with all growth coming from ads on mobile devices”. Nevertheless, the outcome is always dependent from brands’ marketing strategies, context and how well do they really know their consumers’ behaviors and engage with them. More and more there is no way to escape the premise that “mobile can no longer be viewed as a separate channel”.
The bottom line is that brands must put the consumer at the center of their digital strategy because location-based mobile marketing drives multi-channel conversions, offline actions and consumer engagement, as can see on the Warehouse’s case study: “Since moving our coupons to wallet, we’ve seen significantly increased top-of-mind visibility among consumers, and we expect to achieve seven-figure sales results from our investment in 2015”.
¡Veuve Clicquot te invita a una copa y una tapa con tu acompañante!
¡Descarga el passe digital y aprovecha!
Veuve Clicquot invites you to have a tapa and a glass of champagne with a special someone!
Download the digital offer and enjoy!
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