Jan 12, 2015

Social WiFi Provider Becomes Taggo's Exclusive North American Distributor

We're proud to announce this: Social WiFi provider NGAGE Digital (Los Angeles) has become the exclusive North American distributor of a patented social loyalty solution provided by Taggo (Singapore). Customers “Like” a retail shop or restaurant’s Facebook page to enjoy free WiFi access. When they pay, they give their mobile number to the cashier to unlock special offers exclusive to fans. Businesses get more fans, more word of mouth and detailed analytics that track behavior from the moment customers access WiFi to the moment they transact at the point of sale.

Jan 6, 2015

How to create addiction and desire at the point of sale

Tech products are designed to be addictive. Users don’t get hooked by accident. Now you can use the same habit forming mechanism to get customers hooked to your brand.

Tech companies use a 4 step process: A TRIGGER (1) ... causing the customer to take ACTION (2) … sometimes resulting in an unexpected BONUS (3). The customer is asked to INVEST (4) a bit of work, which sets off another round through the cycle. This process causes a surge of oxytocin and dopamine, powerful substances that fuel our addictions.

This process is described in detail in Hooked: How to Build Habit-Forming Products by Nir Eyal.






1 - TRIGGER

First, the process starts with triggers that invites the user to like your page and then get into the habit of giving their mobile number to the cashier. The most effective way is to offer discounts and promotions for Fan Club members. Just like supermarkets that offer discounts to people that have their loyalty cards scanned. Offer a basic Fan Club discount, then start converting your other promotions to make them only available to fans. Instead of giving promotions to everyone who walks in the door, you will get more likes and more word of mouth from your promotional budget. You can also try preferred seating, longer happy hours, and daily specials that only fans are entitled to.

2 - ACTION

Customers take action by giving their mobile number to the cashier. in exchange for a discount. Studies show that customers who receive discounts experience a surge of oxytocin, a hormone related to happiness and bonding. Now lets ramp this process up.

3 - UNEXPECTED BONUS

When you occasionally give an unexpected reward at the point of sale, the brain lights up just as if the customer had hit the jackpot. That’s dopamine. It’s what makes people pull the lever at the slot machine over and over again. You can give customers a surprise bonus at their 5th visit, for example, without telling them beforehand. Or give a surprise bonus to the 10th fan of the day.

4 - INVESTMENT

For the final step, a check-in is automatically created on Facebook. This is a TRIGGER to get friends to also begin the habit building process. Friends may like or comment on the check-in, prompting the customer to also comment, causing investment in your brand to grow.

Follow this four step process to get people hooked and coming back for more.





Dec 12, 2014

I Can't Wait To See What Gifts Today Will Bring

I’m blown away by the power of our minds. Positive affirmations can rewire our brains to get rid of habits and beliefs that limit our potential. So that we can reach for the stars and achieve our biggest dreams. In this video, I'm trying out new forms of prose/poetry/not sure what to call it. Searching for my voice. All comments and feedback are welcome.

 

Dec 1, 2014

Twitter tries out coupons despite everything American Express, Visa, MasterCard and Bing taught us

Lots of companies have tried and failed to blend social media and retail. American Express, Visa, MasterCard and now Twitter use credit card-linked offers that rely entirely on a coupon clipping analogy. All have failed or will fail. It’s time to try a new analogy. Loyalty marketing is a much more effective analogy. I’ll explain why.

I’ve watched the coupon clipping concept come back around every few years, failing every time. I’ve even provided the back end systems that enable this, so I’m intimately familiar with it.

This article in Wired nails the problem: "In order to redeem Twitter Offers, consumers have to link their cards, complete a transaction, and then go offline and visit the store with the offering. And even after a buyer visits a store, they will have to wait to see if their money gets credited back to them—because it’s not an instantaneous discount.” Talk about friction.

There is lots of friction for merchants as well: “You, as a merchant, have no idea who redeemed, who was looking at the offer, etc. There are no details or analytics around it. And historically, banks and credit cards haven’t shared that information.” Of course not, because they can’t.

Taggo’s approach is to use a loyalty marketing analogy instead of coupon clipping. Customers don’t need to link their credit cards. All that’s needed is to like the merchant on Facebook or follow them on Twitter, then give their mobile number to the cashier whenever they shop. Merchants get detailed information on who shopped in their stores, when and how often. Just like a traditional loyalty program but without membership forms or cards. And without the need for expensive CRM and loyalty marketing systems, since everything is built into the merchant’s social dashboard.

Taggo’s “Fan Club” platform is currently available only on Facebook. Here is a concept video showing how the technology would look with Twitter integration.



Jun 16, 2014

Pay with more kindness and less cash

Examples of table-top posters we are about to trial in Singapore before rolling out.



Jun 8, 2014

Why did your startup idea choose you?

Is your startup stuck in a rut? Maybe you’ve developed your first product, got friends and family on board, but now growth has stagnated. Maybe you’ve even begun losing the passion you had at the start of your venture.

When this happens, we tend to strengthen our grip to force the results that we want. One way to reboot is to step back and loosen your grip, like an artist.

May 2, 2014

Using Patents as Collateral – A New Source of Financing for Entrepreneurs

I once had a startup in Paris that was sued for patent infringement and died. That was my crash introduction to IP. I was a software engineer and marketeer, and found it ludicrous that patents could be granted for something which I thought was just an idea. When I created my next startup, I avoided other people’s patents, filed my own, and then wiped out a few competitors who were providing similar technology. Clearing them out of the way helped us achieve commercial traction easier and ensured a good exit for our shareholders.

Dec 21, 2013

Loyalty programs and digital cameras

What do loyalty programs have in common with digital cameras, MP3 players and web sites?

Most people have decided that they don’t need to buy a digital camera anymore. They already have a high quality camera built into their smartphone, for free. With Facebook, local businesses are discovering that they don’t need to pay for a website anymore. They get the same function with their fan pages, free of charge.

Dec 17, 2013

Adding social media insights to the POS experience

Taggo's POS check-in application shows the customer's Fan Club membership status and number of visits. This makes it easy for the cashier to know whether or not the customer is entitled to a Fan Club benefit.

We are working on new features that take this concept further, with badges that only the cashier sees.