Workshop mobile couponing. The last mile. How GS1 enables mobile couponing. Jan Somers (CEO GS1 Belgiux) and Walter Gelens (CEO BABM) March 7, 2016

Transcription

1 Workshop mobile couponing. The last mile. How GS1 enables mobile couponing Jan Somers (CEO GS1 Belgiux) and Walter Gelens (CEO BABM) March 7, 2016

2 Welcome Finally, the last mile It took us time Us = brands, retail, GS1, HighCo Data But m-coupon is a complicated project It has an impact everywhere The last mile, but we are not ready yet 2

3 Welcome What is the purpose of this workshop? How did we tackle the m-coupon pilot? Where are we from a technical point of view? What are the key findings of the pilot? What is the role and the importance of the Coupon Data Pool when talking about m-coupon? What are the roles and responsabilities of all? 3

4 Agenda Meet & greet with the mobile apps You save your m-coupons in the coupon wallet of your smartphone. To do so you can use an app. During the pilot phase 6 app providers developped a concept. You can discover them and test them now. What s in it for you? ACARDO, Det Gansow (Senior Consultant) Monizze, Jean-Louis Van Houwe (Founder & CEO of Monizze) MyShopi, Toon Coppens (Strategy & Innovation Manager - Digital) Promobutler, Wim Bervoets (Senior Java developer) SNAD, Olivier Janssen Ticketfinder, Marie Collin (Benefits & users Manager Marketing) What about the clearing of m-coupons? HighCo, Ivan Dochez (Business Consultant) and Sébastien Haas (Digital Consultant) 4

5 Welcome Panel discussion What opportunities offer the m-coupon? The digital strategy of brands and retailers. Veerle Lauwers (Senior Manager Digital Shopper Marketing Coca-Cola Enterprises), Michel Van Mello (Divisiemanager Accounting & Banking Colruyt), Carrefour (Bruno Claes), Joachim Rubin (Vice President Marketing Delhaize Belgium), Jeroen Inghels (Brand Manager Swirl BeNe / Product Manager Toppits BeNe Melitta België) Moderator: Piet Salens (Uitgever Storecheck Magazine) Wrap-up The GS1 Belgilux project sponsors explain the next steps of the project. How can brands participate? Vincent De Hertogh (Manager Supply Chain Strategy Delhaize) and Ivan Gallemaert (Sales Director Continental Foods) 5

6 The mobile coupon The biggest mistake we all could make is to state: a mobile coupon is like a paper coupon but then on a smart phone 6

7 The mobile coupon 7

8 The mobile coupon A mobile coupon is different No paper printing Can be offered to the consumer via paper or Apps or Internet/ Different audit, no paper in the bag Ruling needed Link with product is an obligation Everyone talks about innovation, and this is one. Technically we are ready. Businesswise we need to walk the last mile. 8

9 Why m-coupon? See what happens in the US Mobile coupons will surpass print and Internet coupons More consumers are searching for coupons via mobile app than in print, with mobile apps being the top place to find coupons Coupons remain the shopper's primary savings method. More than three in five consumers actively seek out coupons in preference of other types of promotions. Coupon users plan ahead before redeeming percent look for coupons (nongrocery) prior to visiting a retailer. Mobile apps are the top go-to place to find coupons, with 43 percent of consumers now turning to mobile apps when seeking out coupons, alongside 36 percent who look to print. Source : the progressive grocer: retailmenot study US. 9

10 Why m-coupon? Marketing opportunities for brands No more printing cost Fast distribution Tailor made campaigns -> insights in consumer behavior Interaction with consumer Push coupons to consumers on the go Quick and easy use of coupon for consumer Never forget coupons anymore Personalised promotions Carry coupons in payment medium 10

11 Status m-coupon Set and published standard for m-coupon (accepted during barcode committee of June 5 th, 2015) Defined the rules about: Acceptance national coupons Clearing of digital coupons Audit of digital coupons Business practices Roles and responsibilities of different actors m-coupon workgroup worked out different phases to start an m- coupon pilot 11

12

13 App providers in m-coupon pilot Following app providers have developed a concept for the m-coupon pilot: acardo Edenred Monizze MyShopi Promobutler SNAD 13

14 Roles & responsibilities coupon issuer upload all products in GDSN and publish them to TM Belgium and TM Luxembourg or to the GLN of the Coupon Data Pool follow initial training how to create a(n) (m-)coupon in the Coupon Data Pool create (m-)coupon in the Coupon Data Pool or the Extranet of Highco Data and link all the GTINs that apply for that coupon coupon issuer aims to guarantee 100 % accurate data quality and applies the 4 eyes principles whenever possible provide info to GS1 on new (m-)coupon in the Coupon Data Pool (including GTINs) at least 10 working days before the launch of the (m)-coupon coupon issuer is not allowed to launch a(n) (m)-coupon prior to OK from retailer(s)/gs1 within the delay of validation it is coupon issuers choice which platform they want to use or to which app they want to send the m-coupon, as long as the apps are GS1 certified (browser versions are allowed) coupon issuer guarantees a payback of all redeemed coupons that have been accepted according to the acceptance conditions and error handling rules 14

15 Retail acceptance Carrefour, Colruyt and Delhaize committed to the Coupon Data Pool Carrefour is live with 44 Hypers and 38 Markets (all integrated) Delhaize is live with 138 integrated stores Colruyt will be live Q with 425 stores (Colruyt Laagste prijzen, Okay, Bio Planet, Dreamland and Dreambaby) 15

16 Retail acceptance Only retailers connected to the Coupon Data Pool or that make the link coupon product, can accept and redeem mobile coupons Coupon issuers are obliged in case of a m-coupon to make a link The pilot phase 4 is prepared and will be a controlled pilot with some brands and is planned at all 44 Carrefour hypers (1200 POS) and maybe at Delhaize tbc 16

17 M-coupon and BABM So Walter, how do brands approach m-couponning? What is in for them? What is critical? What is the opportunity? 17

18 M-coupon and BABM BABM supports the Coupon DP To avoid physical counting of coupons and to have faster and more detailed reporting But also to innovate the market with a m-coupon concept And an m-coupon that respects the principle of a National Coupon = a brand has the right to submit a coupon on the market and if GS1 standards are respected, the retailer has to accept that coupon this principle should be respected also in case of an m-coupon 18

19 M-coupon and BABM What is in for the brands? BABM is convinced that the consumer will use its smart phone for couponing The increased use of the Internet coupon last year (see data HighCo Data) shows that the consumer wants to use it Many KPI s had to be fulfilled, like ruling, VAT reimbursement, Global Coupon Number, etc Now is the time to test it together with the retail Test learn inform assess and prepare the decision for a final roll-out 19

20 M-coupon and BABM What is in for the brands? M-coupon opens new direct marketing opportunities for brands We push coupons in the smartphone of the consumer We can react fast at events that could impact our sales (e.g. red devils) You will see innovations of brands in terms of couponing We want to stimulate this! Enjoy the workshop 20