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Mobile Gipfel 2012 in Düsseldorf Arranged by Management Forum 30 minutes Keynote Speech was focused on having participants realizing that their basics need to be in order before they focus on mobile. Then share a practical example how to do it leaving them with concrete check points to take home.
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Connected retail How to successfully integrate mobile
into the omni-channel world
Rune Sølvsteen @silverrunner
Today
1 Consumer expectations
2 Should you do it?
4 Key takeaways to implement now
3 If you do it! & Cases
Consumer expectations
Connect everything everywhere
Device agnostic
Any device Same content
Instant gratification
Source: YouGov Social TV trends Report by Diffusion Aug 2010
Seen on TV Shared on FB,
Socially approved by a girlfriend
Then bought online Paid with mobile wallet Delivered to her home
90 minutes later
They expect disruption of everything you know today
Should you do it?
Indeed US marketers already spend 16% online
16% 84% VS.
Source: Forrester US Interactive Marketing Forecast 2011 to 2016, published 2011
And so the marketing mix needs to be adjusted
(Own) websites
Email Embedded video
Newspapers / Magazines
Mobile
In Store & OoH
Online video
Blogs Search
Banners Behavioral
Re-targeting
Social
All forms of TV
But is mobile your first next step?
• Large installed base 21M • But only 40% use media
• And the average click through on banners is 0.61%
• Bounce rates are at 33%
• In the end you reached 21M x 40% x 0.61% x 33% = 17k
• And they view just 1.53 pages on your site!
But is mobile your first next step?
• Large installed base 21M • But only 40% use media
• And the average click through on banners is 0.61%
• Bounce rates are at 33%
• In the end you reached 21M x 40% x 0.61% x 33% = 17k
• And they view just 1.53 pages on your site!
Agreed it is a flawed calculation
But it gets you thinking…
Yes adapt to meet purchase behaviour, but get your house in order first
Day 1 Ad triggers research
Day 7 Research offline
Day 20 Research online
Day 38 Purchase in store
TV ad
Door-to-door
folder Google
Wehkamp
G-Star H&M
Zara Bing
G-Star
Asos
Bijenkorf
H&M
Zara
Attention & Interest Desire Action Conviction
And then you need a mission to truly attract & connect
If you do it;
Here is how I would think about it
Novice
• Establish mobile presence. • Optimize existing efforts for mobile
Explorer
• Conduct inexpensive mobile only tests • Extend existing campaigns to mobile
Intermediate
• Treat mobile as its own channel • Directly engage mobile consumer • Use other channels for support.
Advanced
• Mobile simply “is”. It’s a natural part of your business • Mobile is in all that you do. It connects offline & online
Freely adapted from Forrester “The five phases of mobile marketing evolution”
Hunkemöller case
Goal: Connect with existing & new members everywhere, anytime
• Goals • Attract younger audience to
become / remain member • Increase engagement with
brand & nurture loyalty • Grow cross channel retail
customers • Grow mobile conversion
• Situation • Approximately 1M members
using a physical card • Member cards are outdated
& consumers often forget card
• No loyalty. Only transactional
• Relative few women 15-29 buy online with HKM
• Brand has evolved, but not reflected in member card
Solution: A digital membercard, shop, store locator & magazine
Hunkemöllers mobile app allow consumers to be inspired by the magazine, follow HKM on social media,
find a local store, access their personal goodie bag plus of course shop & continue to save membership points
Results: Members & new members increase their engagement with the brand
• Results revenue • Response on vouchers 7%
Simple vouchers have run rate of €40k revenue
• Mobile conversion up 20% • Usage of membercard
increasing
• Results app • Close to 100k downloads in
first 4 months • Retention 35%+ • 87% existing members
13% new members • Main usage by women 15-29
Case: Inner teams
Who are your experts? How do you find & use them?
Connect your experts through a simple mobile phone application
Search Enter the topic you are interested in via a mobile or web interface
Find A list appears w colleagues who have knowledge about this topic
Call The expert gets called, accepts the request and takes the consult
Rune Solvsteen seeks your advise on “instore marketing”. Press 1 to take the call. Press 2 to …
Unlock access to corporate knowledge beyond circle of trust
1. Easily find & contact an expert 2. Continuous learning through user
feedback 3. Know where to focus your retention
effort: Who are your real experts
• Reduce search time for experts with up to 35%
• Experts are of higher relevance which ensure better problem solving & innovation
• Reduce onboarding time of new employees
The real reason that…
To own your data!
Source: McKinsey Global Ins4tute Analysis
Source: Defacto Partners research.
• Google knows what you want
• Facebook who you are • The phone where you are • The bank what you can
afford or borrow • The Retailer gives the
personal, local, instant, time-limited offer…
Personal Private
Geo-optimized targeting
Merging technologies & big data follows you like never before
Key take aways
Key take aways
1. Consumers are device agnostic. They expect you connect everything everywhere. And when you do they want instant gratification
2. The largest opportunity for you may not be in mobile. Get your (online) house in order first
3. If you do go mobile, then find out where you are on the ladder of (mobile) marketing evolution and plan accordingly And then remember: To really make a difference you must have a mission
4. Plan for the collection and use of big data. If you know what your client can afford, what he likes and where he is right now; What can you offer that no-one else can? This is where the real opportunity lies.
Thank you
Rune Sølvsteen Rune.solvsteen@defactopartners.eu
http://twitter.com/silverrunner http://www.linkedin.com/in/solvsteen
http://about.me/silverrunner +31 646 377 173
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