Driving Real Business Outcomes
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Driving Real Business Outcomes |
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Executive Summary The last 12 months have yielded some of the most powerful mobile business outcomes the industry has seen, and it’s not hard to see why. The continued rise of consumer mobile adoption has given marketers increased opportunities (and incentive) to test and identify mobile strategies that work. Read this exclusive case study from a Fortune 500 retail brand, for a behind-the-scenes look into how marketers just like you are driving real ROI and financial business outcomes with mobile marketing.
Driving Real Business Outcomes | 2
These wins are measured in real, impactful numbers:
$18.5
$322
$18
Coupons for Apple’s Wallet & Android Pay have generated $18.5 million in less than one year, with 12% of all saved coupons being redeemed in-store.
The average mobile subscriber spends $322 more per year than the average customer who isn’t opted-in to a mobile database.
Activating marketing touch points with mobile CTAs that generated more than $18 million annually, while growing the mobile database to 1MM+ subscribers.
million
per year
million
This POV (Point of View) series examines our clients actual mobile marketing success stories. While the companies, campaigns, strategies and measurable metrics may differ, you will find that these retail brands have quite a lot in common.
THE RETAILERS... • Were new to mobile marketing with Vibes and saw seven figure business outcomes in less than 12 months. • Crafted a mobile marketing strategy to address their business objectives. That leveraged similar and proven tactics like mobile wallet, SMS and mobile web.
These brands are trailblazing mobile marketing pioneers who have, in their respective industries, seized market share by embracing a mobile-first approach to customer relationship management.
All featured retail companies are fictitious brands created by Vibes to represent actual clients and illustrate actual results achieved, while protecting their identities.
Driving Real Business Outcomes |
• Are Fortune 500 brands that employ Vibes as their mobile marketing partner.
3
THE ASK
OUR SOLUTION
Retailer A is a Fortune 500 client of Vibes, and has spent the last two years working closely with us to launch a mobile strategy that drives results. While this brand is no stranger to achieving tremendous mobile ROI and financial business outcomes, Retailer A was interested in better understanding the data behind their mobile investment as a whole.
To help paint a vivid picture of Retailer A’s success in mobile, our analytics team conducted a lifetime value analysis of Retailer A’s entire mobile database. This meant marrying our mobile consumer and subscriber data with Retailer A’s total sales and revenue performance across all of their business units.
Specifically, Retailer A wanted to crack the code on the true lifetime value of their mobile subscribers – and the revenue they drive for their organization. This resulted in us conducting a powerful study to definitively calculate the worth of each subscriber in Retailer A’s mobile database.
We began by defining our timespans for measuring mobile subscriber revenue value at three and 12 months. Having a short-term and long-term window for value measurement allowed us to analyze: • Subscriber-attributed revenue and engagement performance in the time immediately after a subscriber’s initial opt-in • Subscriber-attributed revenue and engagement performance a full year after a subscriber’s initial opt-in
BEHIND-THE-SCENES
Mobile CRM tactics driving ROI for Retailer A
Preference center
When combined, these views of revenue and engagement would help Retailer A visualize the true initial-and-eventual business value of adding new mobile subscribers to their database.
Present your customers with a preference center that allows them to select their mobile messaging preferences. Leverage this info to segment your mobile subscribers and deliver messaging that’s contextually relevant to their interests and hobbies.
Personalized content
date commemoration
Collect customer name and other important ID keys and personalize each text message you send out. To your subscribers, it will appear as if each message they receive from you is meant just for them — because it is.
Deliver exclusive messaging and offers on key dates to truly build a strong mobile relationship with your subscribers, and drive consistent engagement throughout the year.
Retailer A Offers: Today’s your special day! Happy Birthday. Show this code for 50% off everything in-store: ABC123
Driving Real Business Outcomes |
Retailer A Offers: Hey John, exclusive sale! Save up to 30% on all in-store purchases this weekend: http://vbs.cm/DHsol18
4
THE business outcomeS Subscriber value after three months On average, the total lifetime duration of a Retailer A mobile subscriber in their database was 300 days. In their first three months as new mobile subscribers, customers spent $32 more than they would have had they not opted-in. In all, these subscribers spent a total average of $690 with Retailer A in their first three months.
Subscriber value after 12 months
Over 12 months, we found that Retailer A’s subscribers were making nearly two additional purchases per year. These subscribers, who had been in Retailer A’s mobile database for one year or more, spent an incredible
key takeaways
$322 more than they would had they not have opted-in, a 16% increase in sales revenue value per customer and average sales total of $2,325+. Based on the revenue lift per subscriber results over 12 months provided to us by Retailer A, we believe the total value of Retailer A’s 500,000+ mobile database could be well over $160M. The subscriber value metrics we uncovered in collaboration with Retailer A tell a compelling story. While a tremendous amount of focus will always be put on acquiring net new mobile subscribers, the value brands get from their mobile subscribers over time increases dramatically. It’s for this reason that it’s crucial for marketers to develop strategies to keep their subscribers opted-in and engaged.
FIRST THREE MONTHS $32
$690
Average three month sales lift per subscriber
Total spend per mobile subscriber
FIRST YEAR $322
$2,325
Average first year sales lift
Total spend per mobile subscriber
TOTAL MOBILE PROGRAM VALUE Using first year lift
$160M
Driving Real Business Outcomes | 5
About Vibes We help marketers unlock new revenue by arming them with the technology and guidance they need to succeed in mobile marketing. Catapult, our Mobile Relationship Management (MRM) platform, enables marketers to easily manage all mobile communication channels including text messaging, push notifications, Apple Wallet, Android Pay and mobile web campaigns — all from a single interface. Vibes has delivered more than five billion mobile experiences on behalf of customers that include Sears, Home Depot, Pep Boys, Verizon and Allstate. The Common Short Code Administration (CSCA) recognizes Vibes as one of only four Tier 1 aggregators with secure, direct connections to all the major carriers. To learn more about Vibes, visit www.vibes.com.
www.vibes.com 312.753.6330 main 312.589.6960 sales [email protected]
Driving Real Business Outcomes | 6
ive ca
se stu
al Busines
dy into
quanti
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ue of m
obile s
ubscri
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s
E
Driving Real Business Outcomes |
fying t
1
Executive Summary The last 12 months have yielded some of the most powerful mobile business outcomes the industry has seen, and it’s not hard to see why. The continued rise of consumer mobile adoption has given marketers increased opportunities (and incentive) to test and identify mobile strategies that work. Read this exclusive case study from a Fortune 500 retail brand, for a behind-the-scenes look into how marketers just like you are driving real ROI and financial business outcomes with mobile marketing.
Driving Real Business Outcomes | 2
These wins are measured in real, impactful numbers:
$18.5
$322
$18
Coupons for Apple’s Wallet & Android Pay have generated $18.5 million in less than one year, with 12% of all saved coupons being redeemed in-store.
The average mobile subscriber spends $322 more per year than the average customer who isn’t opted-in to a mobile database.
Activating marketing touch points with mobile CTAs that generated more than $18 million annually, while growing the mobile database to 1MM+ subscribers.
million
per year
million
This POV (Point of View) series examines our clients actual mobile marketing success stories. While the companies, campaigns, strategies and measurable metrics may differ, you will find that these retail brands have quite a lot in common.
THE RETAILERS... • Were new to mobile marketing with Vibes and saw seven figure business outcomes in less than 12 months. • Crafted a mobile marketing strategy to address their business objectives. That leveraged similar and proven tactics like mobile wallet, SMS and mobile web.
These brands are trailblazing mobile marketing pioneers who have, in their respective industries, seized market share by embracing a mobile-first approach to customer relationship management.
All featured retail companies are fictitious brands created by Vibes to represent actual clients and illustrate actual results achieved, while protecting their identities.
Driving Real Business Outcomes |
• Are Fortune 500 brands that employ Vibes as their mobile marketing partner.
3
THE ASK
OUR SOLUTION
Retailer A is a Fortune 500 client of Vibes, and has spent the last two years working closely with us to launch a mobile strategy that drives results. While this brand is no stranger to achieving tremendous mobile ROI and financial business outcomes, Retailer A was interested in better understanding the data behind their mobile investment as a whole.
To help paint a vivid picture of Retailer A’s success in mobile, our analytics team conducted a lifetime value analysis of Retailer A’s entire mobile database. This meant marrying our mobile consumer and subscriber data with Retailer A’s total sales and revenue performance across all of their business units.
Specifically, Retailer A wanted to crack the code on the true lifetime value of their mobile subscribers – and the revenue they drive for their organization. This resulted in us conducting a powerful study to definitively calculate the worth of each subscriber in Retailer A’s mobile database.
We began by defining our timespans for measuring mobile subscriber revenue value at three and 12 months. Having a short-term and long-term window for value measurement allowed us to analyze: • Subscriber-attributed revenue and engagement performance in the time immediately after a subscriber’s initial opt-in • Subscriber-attributed revenue and engagement performance a full year after a subscriber’s initial opt-in
BEHIND-THE-SCENES
Mobile CRM tactics driving ROI for Retailer A
Preference center
When combined, these views of revenue and engagement would help Retailer A visualize the true initial-and-eventual business value of adding new mobile subscribers to their database.
Present your customers with a preference center that allows them to select their mobile messaging preferences. Leverage this info to segment your mobile subscribers and deliver messaging that’s contextually relevant to their interests and hobbies.
Personalized content
date commemoration
Collect customer name and other important ID keys and personalize each text message you send out. To your subscribers, it will appear as if each message they receive from you is meant just for them — because it is.
Deliver exclusive messaging and offers on key dates to truly build a strong mobile relationship with your subscribers, and drive consistent engagement throughout the year.
Retailer A Offers: Today’s your special day! Happy Birthday. Show this code for 50% off everything in-store: ABC123
Driving Real Business Outcomes |
Retailer A Offers: Hey John, exclusive sale! Save up to 30% on all in-store purchases this weekend: http://vbs.cm/DHsol18
4
THE business outcomeS Subscriber value after three months On average, the total lifetime duration of a Retailer A mobile subscriber in their database was 300 days. In their first three months as new mobile subscribers, customers spent $32 more than they would have had they not opted-in. In all, these subscribers spent a total average of $690 with Retailer A in their first three months.
Subscriber value after 12 months
Over 12 months, we found that Retailer A’s subscribers were making nearly two additional purchases per year. These subscribers, who had been in Retailer A’s mobile database for one year or more, spent an incredible
key takeaways
$322 more than they would had they not have opted-in, a 16% increase in sales revenue value per customer and average sales total of $2,325+. Based on the revenue lift per subscriber results over 12 months provided to us by Retailer A, we believe the total value of Retailer A’s 500,000+ mobile database could be well over $160M. The subscriber value metrics we uncovered in collaboration with Retailer A tell a compelling story. While a tremendous amount of focus will always be put on acquiring net new mobile subscribers, the value brands get from their mobile subscribers over time increases dramatically. It’s for this reason that it’s crucial for marketers to develop strategies to keep their subscribers opted-in and engaged.
FIRST THREE MONTHS $32
$690
Average three month sales lift per subscriber
Total spend per mobile subscriber
FIRST YEAR $322
$2,325
Average first year sales lift
Total spend per mobile subscriber
TOTAL MOBILE PROGRAM VALUE Using first year lift
$160M
Driving Real Business Outcomes | 5
About Vibes We help marketers unlock new revenue by arming them with the technology and guidance they need to succeed in mobile marketing. Catapult, our Mobile Relationship Management (MRM) platform, enables marketers to easily manage all mobile communication channels including text messaging, push notifications, Apple Wallet, Android Pay and mobile web campaigns — all from a single interface. Vibes has delivered more than five billion mobile experiences on behalf of customers that include Sears, Home Depot, Pep Boys, Verizon and Allstate. The Common Short Code Administration (CSCA) recognizes Vibes as one of only four Tier 1 aggregators with secure, direct connections to all the major carriers. To learn more about Vibes, visit www.vibes.com.
www.vibes.com 312.753.6330 main 312.589.6960 sales [email protected]
Driving Real Business Outcomes | 6
