How digital (especially mobile coupons) will be distributed

Report
How digital (especially mobile coupons)
will be
distributed and redeemed at the POS
(virtual and
physical POS)
Rome, 6th October 2014 Ercan Kilic, GS1 Germany
GS1 Germany MobileCom project –
focuses on
Why is GS1 Germany active in Mobile
Commerce?
• GS1 has observed a world wide development of payment methods – they become
increasingly contactless.
• The way in which customers pay for goods, redeem coupons, collect points, etc. change
dramatically and more rapidly.
• These changes in customer behavior have an
enormous impact on the business models of our
clients and also in their investments in technology
• GS1 Germany assumes the responsibility to offer
solutions that enable its clients to benefit from the
potential resulting from these changes.
Mobile Payment
GS1 is not active in the payment ecosystem
• … but when it comes to Mobile Wallets then GS1 standards will be part
of the different POS scenarios and new processes
Banks
MNOs
Acquirer
TSM
Payment
Networks
IAPs
Yesterday: Payment was manageable and easy to
understand
Real World
physical POS
Cash
ILLUSTRATIION
Debit Card
Direct Debit
Credit Card
- Products via Banks
- Manageable product
portfolio
- Distinction between
payment at POS and
Online – very clear
Virtual World
E-Commerce
Credit Cards
Bank transfer
Debit entry
Lastschrift
Online Banking
(Vorauskasse, Rechnung)
Convergence of Payment
The Wallet Hype
ILLUSTRATION
Real World
physical POS
Cash
1
Debit Card
Direct Debit
Credit Card
2
Credit Cards
Virtual World
E-Commerce
mWallets
Bank transfer
Debit entry
Bank
transfer
Online
Banking
(Vorauskasse, Rechnung)
eWallets
Mobile Wallet
• OTTs, Internet Giants, Banks, MNOs, Handset Manufacturers, Retailers want to
provide Mobile Wallets by offering value-add services to customers
Source: Vodafone
© 2011 Brightcove Inc.
Mobile Wallet –
the Google Wallet
• It is complex to set up, maintain, enrich and drive broad acceptance
of mobile wallets!
Abbildungen: Google.com
Apple Pay - a late start to the market
but with an innovative set-up
Factsheet:
• Integrated into Apple Passbook on IOS 8
• Cards already stored in Itunes can be used
• Alternatively cards can be added by taking a photo
• Supports NFC-based POS payments and one-click
payments in apps and online stores
• Authorization of transactions via fingerprint sensor
• No credit card data is forwarded to the merchant, no
transaction records are kept by Apple
• Launches first in the US in October 2014
• Will support the Apple watch after launch in 2015
Apple Pay - Passbook
The impact of Apple Pay
The break-through will come with Apple Pay
The market for mobile payment will benefit in general
•
Apple Pay will clearly raise the awareness for
contactless payments worldwide
•
Customer demand will be driven by Apple Pay
(contactless payments might become cool)
•
Apple unlocks the access to a well-funded group
of customer with affinity to new technologies
Apple Pay’s one-click-payment feature for apps and online
stores will open up a severe battle between Apple and e-wallet
providers like Paypal
What`s the strategy of retailers in US
• A Network of America`s favorite merchants
ISIS-Wallet - Credit Cards, Loyalty Cards,
Coupons, Deals & Offers
14. Mai 2014
Isis hits 20,000 daily wallet activations – per day
 20.000 ISIS-Wallet daily
activations
 68 NFC-Smartphones
support the Wallet across
three operators
 Preloaded on 14
Smartphones
 Over 270.000 redeemed
Coupons at Jamba Juice
in Q1. 2014
Savings always with you ….
Mobile Wallet contains different Services
Mobile Wallet
Debit CARD
EC Card (national Debit)
Credit CARD
Coupon
Loyalty
Retailer CARD




Digital Receipts
Refund Receipts
Productinformation
Interaction with
Smart-Shelfs,
Smart-Posters
 ….
(Payment, Coupon, Loyalty)
New services will come up soon - challenges for standardisation
POS Interaction – Increase of technologies
and interfaces at the retailer´s POS
NFC-Terminal
cash register - till
Laser Scanner
Photo Scanner
camera
Technologies / Interfaces
NFC-Reader
NFC
BLE
BLE Beacon
QR Code
QR Code Display
IFR









1D / 2D Barcodes
Laserscanner
Photoscanner
Beacon / BLE
Bluetooth
RFID
NFC-Terminal
NFC-Reader separat
etc.
W-LAN
SMS
NFC - reverse vending machine
Retailers are uncertain and not willing to make large investments at the POS!
GS1 Germany GmbH
Confusion in today’s Digital
Coupon Landscape
Brands
•
How to set up a successful couponing
strategy?
•
Which distribution channel should we use
– wap, App, SMS, or others?
•
How to set up cross-retailer campaigns?
•
Is there a simple (self-service) tool that
features performance measurement and
real-time campaign management?
Retailers
Consumers
•
What do consumers expect?
•
Yes, I want coupons - but where can I
redeem them and how?
•
Which technologies and interfaces exist
and which ones are relevant for us?
•
Which retailers support this coupon
campaign?
What does that mean for my investment in
digital infrastructure at the POS?
•
I do not want to download several
coupon apps! Couponing has to be
simple!
•
•
Threat: other players such as Cashback
Couponing providers
GS1 Germany GmbH
Couponing Landscape
Stakeholders
MNOs
Consumer
Brand
Owners
Retailers
Creative
Agencies
Clearinghouses
Media
Agencies
Distribution
Validation
Coupon
Others?
Mobile Couponing Landscape
Mobile
distribution
channels
Media
Agency
Lead
Agency
Brands /
coupon
issuers
Specialized
Agencies
Processes
Retailers
Clearing
Houses
GS1 Germany GmbH
Areas of tension in
Mobile Couponing
• Prerequisite for the broad acceptance of Mobile Couponing: Efficient
processes along the line from distribution to redemption!
Coupon
distribution
Coupon
redemption
GS1 Germany GmbH
Areas of tension in
Mobile Couponing
Distribution: Not critical
Challenge: Redemption at POS
1
Receive coupon
2
Redeem coupon
present
scan
NFC
BLE
GS1 Germany GmbH
Coupon distribution
Coupon Issuer
Efficient coupon distribution across several
distribution channels is limited today!
KitKat Brand App
Consumer
GS1 Germany GmbH
Mobile Advertising Campaign 1.0
• No tracking possible – hoping for awareness!
100.000 Ad
Impressions
End of campaign!
10.000 Visits
banner
placement
10.000 clicks
CTR = 10%
t
i
l
l
Consumer
Measurement ???
GS1 Germany GmbH
The Challenge - how to redeem mobile
coupons at the till
Frontend: POS / till:
NFC-Terminal
Laser Scanner
camera
cash register - till
NFC
0,50€
Photo Scanner
BLE
NFC-Reader
QR Code
IFR
BLE Beacon
W-LAN
SMS
QR Code Display
0,50€ günstiger!
Technology – Smartphone









1D / 2D Barcodes
Laserscanner
Photoscanner
Beacon / BLE
Bluetooth
RFID
NFC-Terminal
NFC-Reader separat
etc.
GS1 Germany GmbH
Mobile Advertising 2.0 CXP solves the measurement issue
• CXP enables measurement along the whole coupon cycle!
Distribution:
100.000 Coupons
100.000 Ad
Impressions
10.000 Visits
1.000 redemptions
at till
Banner
placement
CXP
10.000 clicks
Detailed
reports
CTR = 10%
0,50€ off !
5.000 clicks
Coupon is
activated
Konsument
t
i
l
l
Till
integration
0,50€ off !
0,50€ off !
Measutrement = Redemption Rate, e.g. 1%
 Performance Marketing!
GS1 Germany GmbH
POS: Processing of digital coupons through the
backend of the retailer
Problem: lack of standards leads to incompatibility and less efficiency!
1
t
i
l
l
2
t
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l
3
t
i
l
l
Clearing
today
1
Clearinghaus 1
Industry /
Coupon-Issuer
Inter-Clearing
Clearing
2
Clearinghaus 2
Clearing
3
4
t
i
l
l
Clearinghaus 3
We address this challenge in our working groups!
GS1 Germany GmbH
Standardized communication between retailers and
and coupon service providers
Standardized communication communikation leads to compatibility and optimized efficiency
TOMORROW
?
Clearing
Coupon issuer
t
i
l
l
t
i
l
l
Clearinghaus 1
t
i
l
l
Standardized
communication
based on EPCIS
Clearing
Clearinghaus 2
t
i
l
l
Clearing
Clearinghaus 3
Bilderquelle: Google
t
i
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l
t
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l
GS1 Germany GmbH
GS1 standards and data architectures in the
Coupon-Cycle
GLN
Global Location Number:
A unique identifier that refers to a specific location. A
location could be an organisation, warehouse,
retailer, platform or role.
GTIN
Global Trade Item Number:
A unique code, belonging to a specific organisaiton,
that identifies a product at a packaging level.
GSRN
Global Service relationship Number:
A unique code relating to a relationship with a
specific consumer. For example identifying a unique
consumer.
GCN
Global Coupon Number:
An identifier relating to a specific coupon and its use,
business rules and creative. The GCN holds the
generic information about that coupon (or series of
coupons)
SGCN
Serialised Global Coupon Number:
This is a single, unique, instance of a GCN.
GS1 Germany GmbH
Mobile Payment Pilot is based on NFC
and Mobile Wallet
• Mobile Payment Pilot based on NFC und Mobile Wallet
• Cross MNO and Cross Retailer model
NFC-City
BERLIN
Mobile Payment - „NFC City Berlin“ | GS1 Germany GmbH | ‹#›
Vision of “NFC City Berlin“
• The goal of “NFC City Berlin“ is to set up a lighthouse project that establishes
the “Eco System“ of Mobile Payment.
• A critical mass and an impulse for NFC will be achieved by joining forces at the issuance side and at
the point of acceptance.
• The Mobile Payment project will be established first at main market participants.
Subsequently, the project will be extended by more participants and use cases.
• That includes harmonization of different services and transaction types such as couponing and
ticketing but also parking, carsharing, access via NFC.
• The constant use of NFC services increases customer acceptance to use smartphones not only in
retail but also in other services and Scenarios (different use cases).
• “NFC City Berlin“ considers basically:
• Customer acceptance
• Technical interaction
• Business models
“NFC City Berlin“ is the first step towards an overall contactless communication and transaction at the
physical POS.
Mobile Payment - „NFC City Berlin“ | GS1 Germany GmbH | ‹#›
Goal of NFC City Berlin
• “NCF City Berlin“ delivers important insights
about the interplay of the different parties and
components:
• Customers
Customers
• Acceptance
• Usage
• Behavior
• Technique & processes
• Eco system & partner models
• That enables the participating companies to
position themselves strategically early in the
Mobile Payment field.
• On this basis, all parties are able to refine
their products and services.
Ecosystem &
partner models
• Development and
testing of business
models
Technique
& processes
• Complexity and
functionalities of wallet
& cash systems
• Processes &
interaction
The participation in the development and in the implementation of a contactless payment infrastructure
enables all parties to proactively form a strategic positioning within the ecosystem.
Mobile Payment - „NFC City Berlin“ | GS1 Germany GmbH | ‹#›
Key objectives of the NFC City Project
•
•
•
•
•
Support creating a partner model between the key stakholders
Building a sustainable eco-system together
Figuring out the ideal Mobile Payment Solution
Testing the soultion(s) - User Experience / Design
Optimizing the processes between the Stakeholders and especially
 Consumer/Smartphone and Terminal/Cashier system / till of the Retailer
•
•
•
•
Generating insights concerning the customer acceptance
Measuring transactions
Generating Reportings concerning performance and huser behavior
Genarate insights for all stakeholder - also for value added service providers
 Couponing
 Loyalty
 Advertising and others
•
•
•
•
Build focus groups to undestand customers needs – surveys in stores etc.
Preparing roll-outs
Developing and providing best practises and recommendations for the community
Defining standards
Mobile Payment - „NFC City Berlin“ | GS1 Germany GmbH | ‹#›
Contact
GS1 Germany GmbH
Ercan Kilic
Head of Mobile Commerce
GS1 Germany GmbH
Maarweg 133
50825 Köln
Tel:
Mobile:
Fax:
E-Mail:
0221-94714-218
0171-561 44 84
0221-94714-7218
[email protected]

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