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eTail Canada

Date: 5/14/2012

Title: Check-Ins for Checkouts: Using Mobile and Location-Based Technology to Boost Purchasing

Description: Since 1999 the producers of the eTail conference have been researching with senior executives from the top retailers in the world bringing them together to discuss the latest trends that impact the industry. In the last two years Canada's astounding growth in the ecommerce sector has been a prevailing topic of discussion. A report from Statistics Canada revealed that window shopping has become one of the most popular activities online, with 52[%] of Canadians reporting that they window shopped online in 2009. 39[%] of Canadians also reported buying goods or services online. While Canadian retailers face some of the same issues as their US counterparts, there is no event in Canada that is completely focused on multi-channel marketing and e-commerce optimization.

Venue: Hyatt Regency

Location: Toronto, Ontario

Faculty: Erin Waldie

Check Ins for Checkouts: Using Mobile and Location-Based Technology to Boost Purchasing

There may not be a mobile app that increases same-store retail sales, but technology has made it possible for retailers to use smart phones to increase the average shopping basket. By combining location data with its vast bank of consumer purchase data, the AIR MILES Reward Program app is enticing shoppers to visit its merchant partners more frequently and to buy more per trip. And consumers are responding: The app, launched in January 2011, counts more than 450,000 downloads and is used an average of 4.5 times a month, per user.

The AIR MILES app works by providing the customer – regardless of location – a live listing of all nearby AIR MILES coalition merchant partners, from banks to supermarkets to fuel stations. Once the consumer checks in to that merchant location, AIR MILES rewards him or her with tailored offers for products and services, also sent through the mobile phone. Join our presentation to learn firsthand the planning that went into launching this app, the lessons learned along the way, and the next steps – including its recent expansion to the Android platform. We'll also share tips on how to create highly tailored offers without being invasive.

Key learnings:
• Behind-the-scenes look at planning, launching and tweaking a mobile app
• How to use mobile technology to get shoppers to spend more and shop more often
• Combining location-based marketing with shopper data in a way that is not creepy
• Upkeep and maintenance: Steps to making sure your app retains relevancy