Christine Abrego (Stocard): the physical portfolio will be replaced by Mobile Wallets

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We met Christine Abrego, country manager of Stocard, one of the leaders of mobile wallet.
She answered our questions:
– Stocard in a few words?
Stocard is the leading “Mobile Wallet” app in Europe, with 40 million users, including 3.6 million in France (June 2019).
In the top 15 shopping apps, and nominated “public choice app 2018”, its double reach each year for 4 years.
Stocard, which already accounts for 15% of retail inserts (and 40% in Italy), allows shoppers to store their loyalty cards and consult the brands’ offers on their smartphone.
Leveraging Mobile-to-Store loyalty and acquisition, the app allows push carousels or catalogs of signs on the mobile of shoppers, targeted according to their maps and their location, all in a shopping environment. We measure visits and purchases generated in the store.
– The chain drive to store / loyalty: already well taken: what vision of this market and what positioning?
Our vision: the physical portfolio will be replaced by Mobile Wallets in a few years.
One of the challenges of retail is the dematerialisation of loyalty cards.
There are several types of “mobile loyalty” solutions for shoppers:
-The loyalty card wallet apps that allow consumers to digitize their cards themselves in their smartphone.
-The retail apps: they are mostly used by the 16% of customers very loyal to the brand.
The two systems actually complement each other, because retailers can not rely solely on their app to activate their customers on their mobile, and reach different users.
On the “Mobile-to-Store” issue, different solutions coexist:
– Facebook and Google giants who say track the actual visits of 30% of their target.
– Loyalty card wallet apps that offer retailers the ability to push retail offers into a non-intrusive shopping environment on the mobile of targeted shoppers. As far as we are concerned, we measure the visits but also the purchases of inserts (nearly 80% of optin geolocation).
– The sites diffusing the catalogs: medias pull centered on the desktop.
– Solutions use SDK implemented in all types of apps not related to shopping (newspapers, games, etc …): volume but constant tracking of the location of the user is sometimes difficult to legitimize.
– Which model ?
For our part, we offer 3 main services:
1- Mobile offer (cost per click): we push the offers of the stores to the targeted M-shoppers and measure the store’s ROI.
2- Sign Up: (sign-up cost): sign-up banner in app, allowing express insertion of the user to a new loyalty card.
3- Load-to-card coupons: (cost per activation): we can relay the personalized coupons that are relayed in some retail food apps.
We add free the store finder and the points balance in the loyalty card of the brand, and can help the brands to encourage their customers to dematerialize their loyalty card on our app, and pay them by downloading generated Stocard.
– What are the recipes of a good shopping app?
A good shopping app must meet the following criteria:
A good UX:
Simplicity, fluidity and speed of use: it must be simple, basic!
Respect for the user: user-friendly, non-aggressive formats, no or little download data collection, respect for choices and personal data (Privacy Policy).
Relevant content: personalization, 100% shopping content, limited and personalized notifications.
Hence a good M-reputation on Google Play and AppStore.
Thanks to digital word of mouth, a good app is developing quickly.
According to the EBG-Open Group barometer of mobile uses , the top 4 reasons for choosing an application are:
– word-of-mouth (54.9%)
– comments on stores (44.4%)
– notes on the blinds (41.3%)
– the number of notes on the blinds (27.9%)
– What about the respect of the user?
Any shopping app should have as a priority to offer a fluid experience, relevant and respectful of the user; it starts to download the app. The user should not have to enter any personal data and have fast and free access to the service. We must customize the offers to the maximum, and send a limited number of targeted notifications. For example, we stay in our DNA “shopping” and offer quality content related to shopping. The user must be free to accept or refuse the geolocation, which is in our case totally justified and legitimate for a good use of the app, for the display of the store finder, local offers, etc ….
– A customer case?
Toys’R’us gave Stocard mobile-to-store campaigns, relaying catalogs and tactical offerings. The number one French toy retailer sought to boost its point-of-sale traffic over the traditionally weaker summer season and to recruit new customers over this period. Following the distribution of an offer, catalog and carousel on the application, Stocard was able to measure the visits of non inserts and the purchases of inserts, and determined a reliable offline ROI.
“Stocard allowed us to reach targeted mobile users based on their loyalty cards and their location, and to measure offline ROI – it’s both a loyalty and acquisition tool: we’re targeting Toys’ inserts.” R’us and lookalikes “,said Aurélie Taude, Marketing Director Toys’R’us France.
On the mobile campaign of the summer of 2018, nearly 5% of the insert Toys’R’us who clicked on this offer made a purchase in store over the period. For this campaign, which nevertheless took place in the low season, the brand obtained a € 18 store ROI.

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