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Applicants – Information about apps and mobile games


The times whenever you needed to carry all of your loyalty membership playing cards in your purse have been left behind. And plainly additionally the times if you needed to obtain the corresponding app of Day, Carrefour, Burger King, Iberia, and so forth to take pleasure in their reductions and provides. Yudonpay brings collectively all loyalty playing cards and instruments to redeem factors in a single software. His COO and CFO, Alfredo Castro, speaks with Applicants about the transformation of this market and what disruptions are included on this Spanish startup, which barely has a yr to reside.

– How was Yudonpay shaped? What’s the origin of the startup and the app?

– Our founder and president, Javier Adroher, has greater than 30 years of expertise inside the sector. He has been within the know-how sector on the time and can also be an advisor to the Sacyr group and the Disa group.

When there are shoppers who want one thing, it’s whenever you often discover a chance. He found as a heavy-consumer of loyalty playing cards for journeys and lodges that was loopy, they have been supplying you with playing cards and plastic playing cards that first went to your pockets, then when the raisins went to the bedside desk and then they ended up within the trash. And simply if you end up pulling them you get an e mail telling you that you’ll lose many factors in Hilton, Meliá, and so on. Thus a necessity arose and he started to assume about how you can clear up that.

Nearly all of intensive customers of this sort of playing cards have a secretary, an administrative or they make an Excel to have the ability to do a comply with-up, as a result of it’s difficult. He thought that along with a sector could possibly be generalized extra as a result of everybody makes use of loyalty playing cards. Therefore the thought of ​​Yudonpay arose. We didn’t need to achieve this a Linkedin, however a Fb, one thing extra large.

We found that two thirds of consumers or shoppers change their consumption habits by loyalty golf equipment, or as a result of they provide you factors, offer you reductions, for having experiences…. however on the similar time individuals are very dissatisfied as a result of they have no idea the factors and are uninterested in having so many playing cards of their pocket or so many apps on their mobile. We needed to do one thing large, within the sense that our audience is individuals from 20 to 70 who belong to loyalty golf equipment and who’ve a smartphone. Worldwide there are 500 million individuals in that state of affairs and in Spain 18 million that’s our goal. If that is extrapolated to the millennial public, it’s nonetheless higher. Registering in a membership with all these data that you need to fill is troublesome. For a millennial, it is extremely tedious and you need to make your life simpler.

– By which nations are you?

– Our vocation is worldwide. Though we created the corporate in April 2016, the business launch of the appliance was in September 2017 in Spain. What we discovered is that if you have been including loyalty golf equipment there have been lots of them who had international vocation. Instantly the bulb went on and we thought about opening in Latin America. In December we entered Argentina, Chile, Colombia and Peru. In February we thought that if we have been going to be in Latam we might additionally get to the large leagues. So we enter Mexico.

We have now all the time had in thoughts to enter the US, which is 25% of the world market. That may occur in 2019. In the meantime, and to be studying and skilled within the Anglo-Saxon market, which is extra skilled and demanding, we’ll launch the app within the UK in these weeks. That’s our roadmap, with a view to attain 10 million customers in 2022. At present we now have reached 200,000 registered customers, after about 300,000 downloads. 65% of these customers can be in Spain and the second strongest territory is Mexico. Then there are the remainder of the nations in Latin America.

– Are there variations in how Spanish customers use loyalty playing cards with respect to how they use them in different nations?

– Our worth chain is clearly the digitalization of the playing cards . Different corporations have apps to take a photograph of the cardboard and use it. That in itself is inadequate and have the wallets of Samsung or Apple. We go additional. We permit shoppers to attach with their loyalty golf equipment to know the stability of their factors, in the event that they expire and related info. As well as, we additionally train them what they will get, what they will do with the factors. All that sort of engineering doesn’t exist in Spain.

Most loyalty golf equipment right here come from supermarkets. The strongest are Carrefour and Day. Of the primary we don’t have the info, however by Day there are virtually 12 million playing cards, a determine that matches the variety of houses in Spain. Every Spanish house – or the bulk – would have a Day card. In Spain the necessary weight is originating factors as a result of we aren’t used to using golf equipment. Mexico is extra Saxon, it’s copied rather a lot from the USA and there are numerous loyalty golf equipment there. Nevertheless, in Mexico the factors are linked to magnetic stripe cost playing cards. Whereupon, there, inside the worth chain, extra related than originating factors is the connection to know the stability of factors. Each world is totally different.

The place it actually modifications is within the massive leagues, like the UK, the place 90% belong to a loyalty membership and the consumer can have 9 media playing cards. There individuals are very used and it’s the place we go to know the true urge for food of the purchasers.

– Do you have got agreements with the manufacturers to incorporate their playing cards? Are you closing contracts door to door with them?

– Once we began there have been two options. We seek the advice of with legal professionals easy methods to do it. One of many options, actually, was to go door to door negotiating with every of the golf equipment, but when we had accomplished that it might take three years. What we noticed is that in Europe all the net scraping element was completely authorized and there was a European directive to make the info obtainable to fintech (and we’re similar to one). Possession of the info of those golf equipment is the consumer's and we don’t enter. It’s he who together with his personal consumer aside from Yudonpay and personal password aside from Yudonpay's, enters his membership and accesses his knowledge.

That has allowed us to have greater than 400 golf equipment, all of that are related in Spain. The standard bakery of the neighborhood that provides factors we shouldn’t have it, though we’re engaged on together with a function within the app to digitize very marginal playing cards. We’re current in all sectors and we will present the service with out having to succeed in agreements with every of them.

– How do you monetize the appliance?

– We’ve a double worth proposal. On the one hand, the B2C. It’s a free app for iOS and Android in which you’ll be able to handle your factors, know your stability, and so forth. However our means of monetization comes from the worth proposition in the direction of loyalty golf equipment. And inside them there are alternative ways. We’re a channel to veteran loyalty golf equipment. There are some who talk with their clients by telephone or e mail, with very low response charges, however we give them a channel of communication with their shoppers both by push notifications, in-app notifications, and so on. We’ve a variety of prospects.

Likewise, we will additionally generate new shoppers for these loyalty golf equipment in a double facet. In a primary, worth added clients. For instance, American Categorical every new buyer prices virtually 170 euros as a result of it has to have a bar in Iberia, a steward, and so forth. We may give that service for the fifth half. These are the playing cards with the very best added worth, however additionally it is the identical in different instances. The member get member of nearly all of loyalty golf equipment strikes round three or four euros per new obtain. We will present 2 euros or 2.5 euros making high quality data by means of particular gives or campaigns. That might be the second method of monetization.

The third method is within the means of being created. It’s about producing a market of factors. Thus far, most golf equipment are very vertical and very tight. That’s to say, I offer you factors so that you simply spend them on me, in my institution or in my lodge. Little by little the shopper doesn’t need that, he needs you to go to a membership and get factors however spend them anyplace. You’ll be able to change Iberia factors for a lodge night time in Meliá or lease a automotive in Hertz. That world is opening and the compartments, being much less tight, permit an intermediation of the factors. We need to be a related agent and intervene with an inexpensive margin. Usually shopping for and promoting factors prices lots and we need to be a money & carry with a a lot smaller margin.

In any case, an important factor for us is that we’re going to generate a whole lot of info about recurring buying habits. of our customers as a result of now within the morning you have got breakfast in Vips, then you definitely go to a parapharmacy that provides you factors, you eat at McDonalds that provides you factors, you go to the cinema, then you definitely go to Dia as soon as every week, to Carrefour as soon as a month and each three months you go to a lodge … All this recurring info permits us to supply loyalty golf equipment segmented advertising campaigns and meaning having a related info that’s value some huge cash and that’s what we need to discover and exploit.


– Have you ever had any issues with a model since you didn’t ask for authorization to make use of your loyalty playing cards?

– It has been very marginal. There have been some that strictly didn’t need us to make use of their emblem. In the long run we reached an settlement to not put your emblem however to place the identify of your membership. In the meanwhile we’ve not had nice difficulties. As we develop, there’s a double impact. There could also be some resistance once you develop up as a result of the one who has created his personal app needs to defend it, however as you speak to individuals and see us as a complementary channel as an alternative of a substitute, it’s simpler. Additionally, once we are older we not go alone to speak to these corporations, however we go together with 15,000 or 20,000 shoppers who’ve already registered and who’re very troublesome to inform them that they need to do it another way. In the meantime, we’re conducting campaigns on our personal, as we now have achieved just lately with influencers to register expressly on the H & M membership. With out speaking to the model we received 6,000 playing cards. This is likely one of the methods, however most startups pivot a number of occasions and are altering their enterprise fashions.

– What options have you ever included within the app these days?

– We’re making a perform to facilitate the registration referred to as Categorical Registration. With it you enter the 4 or 5 knowledge that you simply want and we register you instantly within the membership. That's what it will get is that as an alternative of getting cumbersome types, you are able to do it fairly agilely. That within the millennial world is a necessity. In the event you go down the road you’ll be able to be a part of a membership instantly, one click on.

We’re additionally working to shut the circle and shut a 360 diploma expertise with mobile cost.

– How do you assist customers to redeem your factors?

– We nonetheless should not have agreements with all of the golf equipment, so what we do within the app is to point out what you will get, how one can get it and replicate the identical retention system that the membership has. If membership A has a phone quantity we provide the phone quantity, whether it is an e mail we’ll give you the e-mail, and so forth. As we speak we don’t have the retention inside with a unique system to the one which the membership has. It will evolve little by little as we develop. Nevertheless, what we detect is that manufacturers derive extra in the direction of providing experiences than merchandise.

– What’s the brief or medium time period way forward for Yudonpay?

– From the geographical perspective it’s to proceed rising, it’s say, consolidate the markets by which we’re presently and launch on this final quarter England and put together the launch of subsequent yr within the US. And from the technological viewpoint, the primary problem is all that the cost half means. Commercially, we need to finish the yr 2018 with 300,000 customers. With that power, we’ll start to shut agreements with loyalty golf equipment for unique benefits, segmented campaigns, and so forth. That's our concept.

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Concerning the Writer: Alberto Payo

Journalist and blogger specializing in know-how and tradition. Co-founder and editorial supervisor of Applicants . Former editor of Itespresso and collaborator of El Mundo (Fcinco), Muy Interesante, Merca2 and Dipcom Company. Lover of images, cinema, comics, journey and good humor. Comply with @albertopayo


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