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Mail & Mobile Commerce Making the Connection

Mail & Mobile Commerce Making the Connection. CONTENTS. USPS Mailing strategy Growth of mobile commerce Use of mobile barcodes The mail-mobile connection 2012 Holiday Mobile Shopping Promotion November 7-21, 2012. 2. Shipping Services. First-Class Mail. Marketing Mail.

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Mail & Mobile Commerce Making the Connection

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  1. Mail & Mobile CommerceMaking the Connection

  2. CONTENTS • USPS Mailing strategy • Growth of mobile commerce • Use of mobile barcodes • The mail-mobile connection • 2012 Holiday Mobile Shopping Promotion • November 7-21, 2012 2

  3. Shipping Services First-Class Mail Marketing Mail USPS MAILING & SHIPPING STRATEGY • Simplify using marketing mail • Promoteemerging technologies • Develop solutions for growing ecommerce market • Slow diversion by differentiating hard copy from digital • Embrace new opportunities from digital and social media 3 3

  4. Direct mail — as effective as ever Target Marketing 2012 Annual Media Usage Survey As a B2C channel, direct mail delivers strongest ROI for customer acquisition and retention 4

  5. U.S. market ‘mobilizing’ Survey of 800 business executives 45% do mobile marketing 70% say mobile budgets will increase Most popular applications: Mobile websites (70%) Mobile applications (55%) Quick response codes (79%) • Rapid adoption mobile devices • Half of all cell phones are smart phones • 1/5 of U.S. (60M consumers) will own tablets by end of year Shop.org/Forrester Research Inc. 2012 StrongMail April 2012

  6. Mail-mobile connection • Mail is a platform for mobile purchase • Provides a ‘jumping off point’ • Ideally, customer lands on mobile-optimizedwebsite 6

  7. Mobile activation adds value • Coupons • Purchases • Personalize • Sweepstakes • Find store • Videos • Data capture • Branded pages • Sign-ups/share/follow 7

  8. Mobile technologies are evolving 8

  9. Mobile purchasing on the rise • Second fastest growing mobile activity • Doubled from 5.5% of e-commerce sales2010 to 11% in 2011 • Prediction: Within 5 years,50% of U.S. shoppers willshop on mobile devices • Projected growth to $163Bworldwide, 2015 comScore 2012 MarketingProfs 2012 Mashable 2011 ABI Research 2010 9

  10. Mobile barcode use growing • 48 percent of U.S. mobilesubscribers own asmartphone • 75 percent of U.S. retailersoffer 2D technology &barcode scanning options • 1 in 5 U.S. smartphoneowners have scanneda QR code MarketingProfs 2012 Shop.org/Forrester Research Survey 2012 10

  11. A mobile barcode, when scanned from a mailpiece, brings customers directly to your website or destination — vs. a random search Connect through barcodes 11

  12. A personalized URL (PURL) connects your customers to a personalized message — on a mobile optimized site — that is just for them Connect through PURLs USPS DOMESTIC PRODUCTS 12 12

  13. Personalization also gets results • Integration of personalization and mobile • Response rates upto 5% vs. typicalindustry averagesof 2%-3%* • Easy analytics:marketerknows exactlywho responded www.ChristopherStevens.tonicConnect.com *eMarketing & Commerce, “Why Marketers use PURLS” 13

  14. OptionalMessaging with personalized URL EXAMPLE OF: 14

  15. Huge impact ahead “Half of U.S. shoppers will shop regularly on mobile devices within the next 5 years. Nowis the time for retailers and brands to ensure that they meet the needs of the new mobile consumer, and are ready to compete in this new marketplace.” Mashable 2011 15

  16. 2012 Holiday Mobile Shopping Promotion Incent mail-mobile technologies Link to promotional offers, coupons & catalogs in time for year’s busiest shopping days Upfront 2% discount,presort STD & FCM Mobile-optimized purchasing November 7-21, 2012 Registration opens Sept. 15 16

  17. Mobile barcodes — expanded definition Technology that opens a web page when scanned by a mobile device equipped with reader application, including: • Open-sourced barcodes (such as a QR Code® or Datamatrix code) • A proprietary barcode or tag (such as SnapTags or MS Tags) • An image embedded with a digital watermark • An image utilizing intelligent print recognition 17

  18. Program requirements Must include: • Two-dimensional (2-D) barcode or print/mobile technology that can be read or scanned by a mobile device • Recipient must be able to purchase a product (sales of services do not qualify) • The entire purchase and checkout experience must be mobile optimized 18

  19. Mobile optimized purchasing site You can access the vendor’s website, enter your payment & shipping info, and finalize your purchase from your mobile device 19

  20. Financial transaction requirements Must be able to complete the purchase through mobile Internet browser using: • Electronic payment (credit, debit or prepaid card) • Person-to-person payment (e.g., PayPal) • Invoicing triggered at a later date (e.g., with order delivery) • Charge added to recurring bill once order is placed 20

  21. Definition of “product” • Tangible and physical item that can be shipped via USPS (note: delivery by the Postal Service is not required) • Ineligible: • Services • Product in exchange for a donation • Product shipped to another business location (e.g. online ordering for in-store pickup). 21

  22. Ineligible transactions • Sign up for: • Mailing list, email list or text messages • Online billing or paperless statement • Newsletter (electronic or hard copy) • Nonmonetary donation or pledge • Download coupon • View a video • Enter contest or sweepstakes • Apply for loan, credit card or insurance 22

  23. Additional requirements • Mobile barcode best practices must be used: • Directional copyrequired • Must link tomobile-optimized site • Must link to site relevantto content of mailpiece • Recommend use of softwareplatform to track responses 23

  24. Registration & terms • Standard Mail and First-Class Mail letters, flats and cards (presort and automation) • Register on Business Customer Gateway via the Incentive Program service: https://gateway.usps.com/bcg/login.htm • Agree to promotion terms at least 2 hrs. prior to presenting the first qualifying mailing • Specify which permits and/or CRIDs will be participating in the promotion • Agree to complete a survey on the Business Customer Gateway at end (mailers only) 24

  25. Resources • Program information on RIBBS https://ribbs.usps.gov/index.cfm?page=mobilebarcode • Register on Business Customer Gatewayhttps://gateway.usps.com/bcg/login.htm • Questions to USPS Program Officemobilebarcode@usps.gov 25

  26. Program information on RIBBS athttps://ribbs.usps.gov/index.cfm?page=mobilebarcode 26

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