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[Video] Using AI for Personalized Marketing

October 26, 2017 | Nikki Dever

AppCard’s VP of Sales, Andrew Ostroff, visited our friends at Lightspeed to talk about leveraging data and Artificial Intelligence to deliver highly personalized offers to your customers. Watch the video here, where we discuss:

  • How AppCard brings digital tracking, retargeting and remarketing to brick and mortar businesses
  • Using loyalty programs to connect customer identities with SKU-level purchase data
  • Leveraging loyalty data to launch highly targeted marketing campaigns and fully close the loop on marketing by tracking campaign ROI
  • Using AI to track and predict individual customer buying behavior, and
  • Tracking 100% of transactions gives valuable business insight
  • The future of AI for SMB brick and mortar businesses

Click here to learn more about AppCard’s integrated Personalized Marketing and Rewards platform for Lightspeed!

How AppCard brings digital tracking, retargeting and remarketing to brick and mortar businesses

To understand AppCard you have to understand how it was born. A lifetime ago, back in the year 2000, one of our Co-Founders and now CEO of our company, Yair Goldfinger started a company called Dotomi. Dotomi was a company on the forefront of the internet marketing industry and pioneered what we know today as Remarketing and Re-targeting cookies online, you know those ads that follow you around where ever you go after you click on, search for or buy something online and you go “How do they know what I am looking at?”

Well the answer is, everywhere you go online you leave a digital footprint, and digital footprint is really just history of the things that you have been doing online, and for years now companies have been using this information to personalize your digital experience when you go online. It has become a really powerful form of marketing.

So in 2011, Yair and Amichay started AppCard and that personalized online experience was really the inspiration for what we do today. AppCard was conceived to figure out how to take that same personalized online experience offline to the brick mortar level. And what makes AppCard unique is that our technology enables business owners to do just that.

Using loyalty programs to connect customer identities with SKU-level purchase data

AppCard gives businesses a loyalty and rewards program that allows them to reward customers for their purchases and incentivize repeat visits. And what we have done is used the loyalty and rewards element of the platform as the catalyst for identifying customers offline, and through the POS integration we are able to pair that identity with a SKU level purchase for that customer, and Voila you now know what every one of your customers is purchasing when they come into the store and you can use that information to personalize their offline experience just like you do online and this is what makes AppCard very unique in the market place.

Leveraging loyalty data to launch highly targeted marketing campaigns and close the loop on marketing by tracking campaign ROI
That is the million-dollar question, it is really the Holy Grail in the marketing industry large, it is the question that has been asked since the beginning of time. If I spend $200 on a marketing system, how do I know I am making more than $200 back. That has been the impossible question to answer accurately. With AppCard you can answer that question, down to the penny.

When you send out a personalized promotion, offer or incentive through AppCard we track how many customers responded and through the POS integration we track how much money they actually spent. So, we can tell you that your message brought in $1,314.02. But we wouldn’t be AppCard if we didn’t take that to the next level. So with our system what you can do is segment your customers based on their transaction history, let’s just say that you want to target 100 customers that have been buying Patagonia t-shirts. Now I am going to take you back to high school chemistry class and we are going to setup a Control Group on those 100 people. We’ll say that 20% will be a control group and 80% will be our targets. 80 of those 100 people will receive a personalized message based on their love of Patagonia t-shirts, while 20 will receive nothing. AppCard will track how much money the 80-targeted people spend vs the 20 people in the control group and show you the difference in their spending.

Using AI to track and predict individual customer buying behavior, and proactively prevent churn

AI is the ultimate personalization tool. Artificial intelligence is capable of learning, predicting, and adapting to individual customer behavior. With AppCard, a lot of our marketing automations are rooted in AI.

Personalizing marketing content is one thing, but using AI, you can actually learn individual customer behavior. Pairing this with AppCard, you not only determine what the customer likes to buy, but you can predict their next likely purchase and incentivize them when the time is right.

As for how AI will be used in the future, I think we ware at the very beginning of what is possible.

Gain valuable business insight by tracking 100% of transactions and drill down to view transactions by lane, cashier, location, and more

AppCard is not just a loyalty and rewards program, it is also a business management tool that allows businesses to monitor the health of their business in real time. AppCard not only tracks transactions from loyalty customers, it tracks and captures 100% of your transactions in real-time giving you a 360-degree view of everything that is happening at your business, for multi-location businesses this is an invaluable tool that allows you to monitor each market from a single platform.

Learn more about AppCard for Lightspeed Retail POS >>

About Nikki Dever

Nikki is the Director of Marketing at AppCard, a data-driven marketing platform for brick and mortar businesses.