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The Store is Changing
How Emerging Technologies are Redefining the Shopping Experience
BRIAN LECOUNTDIRECTOR, INSIGHTS & PLANNING
HANS FREDERICKSVP, MOBILE BUSINESS DEVELOPMENT
MATTHEW GASEPRESIDENT & CEO
VIC CLESCERISR. DIRECTOR, JOINT BUSINESS PLANNING
@blecount
hfredericks@comscore.com
@Matt_Gase
linkedin.com/in/vclesceri
@manuelrosso
MANUEL ROSSOFOUNDER & CEO
Today’s Agenda
• The World We Live In• Opportunities for Marketers– Food on the Table & Stubb’s Bar-B-Q– ConAgra Foods & POSSIBLE
• Q&A• Hands On
3 TRENDS WE’RE WATCHING
Where’s the Store?1
Life is a Game2
The Package is the Key3
Where’s the Store?1
Life is a Game2
The Package is the Key3
UNDERSTANDING HOW AND WHY PEOPLE INTERACT WITH DIGITALALLOWS US TO ENGAGE THEM WITH CONTENT, STORIES & EXPERIENCES THAT GIVE THEM A ROLE TO PLAY WITH THE BRAND.
PARTICIPATIONIDEA
Hans Fredericks Vice President Mobile – hfredericks@comscore.comOctober 2012
Mobile’s Impact on Shopping Behaviors
The World We Live In:
Smartphone 47.4%Not
Smartphone 52.6%
U.S. Smartphone PenetrationJune 2012
CONTINUING TIDAL SHIFT TO SMARTPHONES • Total Smartphone audience increased by 42% year-on-year• Your shoppers have smartphones – or will very soon!!
Product: comScore MobiLens, USData: Three month average ending June 2012
110.9 million
+47% Year on Year Growth
Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Growth of U.S. Smartphone Installed Base
# Ph
one
Ow
ners
(000
)
SMARTPHONES ARE CHANGING COMMERCE
Shopping Guides
Deal-A-Day
Electronic Payments
Credit Cards
Online Retail
Bank Accounts
0% 5% 10% 15% 20% 25% 30% 35% 40%
16%
16%
21%
22%
25%
38%
E-commerce and Related Services Accessed By % of Smartphone UsersJune 2012
Product: comScore MobiLens, USData: Three month average ending June 2012
CONSUMERS SHOP – AND BUY ON-DEVICE
Product: comScore MobiLensData: Three month average ending June 2012
Checked product availability
Purchased goods or services
Made shopping lists
Found coupons or deals
Researched product features
Compared product prices
Found store location
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
17%
18%
20%
21%
21%
22%
34%
Shopping Activities with SmartphoneJune 2012
% Smartphone Audience
CONSUMERS BUY LOTS OF THINGS ON-DEVICE
Product: comScore MobiLens, USData: Three month average ending June 2012
19.7 million U.S.
Smartphone Shoppers
Sports/Fitness equipment
Groceries
Gift certificates
Personal care / hygiene products
Meals for delivery or pickup
Consumer electronics / household appliances
Daily deals or discount coupons
Books (not ebooks)
Tickets
Clothing or accessories
0% 5% 10% 15% 20% 25% 30% 35%
12%
15%
15%
17%
20%
20%
21%
22%
25%
33%
% Purchased Goods or Services with Smartphone
Type of Goods or Services Purchased Using SmartphoneJune 2012
MOBILE SHARE OF E-COMMERCE GROWING
Q2 2012
Q1 2012
Q4 2011
Q3 2011
Q2 2011
Q1 2011
Q4 2010
Q3 2010
Q2 2010
9%8%
9%8%
6%6%
3%3%
2%
Percentage of Total e-Commerce Dollars Spent via Mobile or Tablet Device
Spike in percentage of e-commerce sales via mobile coincides with surge in tablet
ownership
Source: comScore Mobile Measurements
VARYING USE OF WEB/APPS AMONG RETAILERS
Walgreensshopkick
Home DepotBlockbuster
TicketmasterRedbox
Best BuyTargetNetflix
Wal-MartAmazon
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
WebApp
Top Smartphone Retail Properties, % Share of Time Spent by Access Method
June 2012
Product: comScore Mobile Metrix 2.0, USData: June 2012
MOBILE DISRUPTING BRICK AND MORTAR
Checked Product Availability
Researched Product Features
Found Coupons or Deals
Found Store Location
Compared Product Prices
Sent Picture of Product to Friends/Family
Scanned a Product Barcode
Texted or Called Friends/Family about Product
Took Picture of Product
5%
7%
9%
10%
11%
17%
17%
18%
21%
Product: comScore MobiLens, USData: Three month average ending June 2012
Penetration of Activities Performed on Phone While in Retail StoreJune 2012
SURGE IN QR CODES LAST HOLIDAY SEASON
Sep 2011 Dec 2011 Mar 2012 Jun 20120.0
5.0
10.0
15.0
20.0
25.0
16.319.9 19.8 20.9
QR Code Users (M) Among Smartphone UsersJune 2012
Almost 21 million U.S. Smartphone owners scan a QR Code at least once per month – up 28% since Sep 2011
19% or nearly 1 in 5 smartphone owners currently scan QR codes each month
48% scanned a QR Code while in a Retail Store
Product: comScore MobiLens, USData: Three month average ending June 2012
Printed Magazine or Newspaper
Product Packaging Poster or Flyer or Kiosk
Website on PC-10%
0%
10%
20%
30%
40%
50%
60%
46% 44%
26% 25%
Top Sources of QR Codes Scanned by Smartphone Owners June 2012
MOBILE BRIDGES PHYSICAL/DIGITAL CHANNELS
Newsprint Retail Outdoor Digital
Mobile provides link
to
Source: comScore MobiLensData: Three month average ending June 2012, US
Source: Custom Mobile Retail Advisor Survey April 2012
Yes40%
Yes, I would like to be alerted
46%
No, I would not be interested
54%
OPPORTUNITIES FOR PUSH AND CHECK-IN
Yes, I use Check-inServices
38%
Yes, I would share my loca-tion for a discount
No, I would not share my location
45%
55%
Check in services or sharing location for a reward/discount/deal at the store Among Mobile Shoppers
Have you used a retail app to alert you about coupons/deals based on your location (push notifications)?
Among Mobile Shoppers
Source: Custom Mobile Retail Advisor Survey April 2012
21Proprietary and Confidential
CASE STUDY
22
Technology increasingly influences offline purchases
Proprietary and Confidential
• Web–influenced offline commerce is a more attractive segment than e-commerce
• Success will be in ability to prove attribution
• $700 Billion opportunity
“Web2Local”of purchases are determined before a customer leaves the home80%
Mobile Influence in Food/Beverage Bringing Content to Context
Smartphoneshoppingadoption
Frequency ofuse by store
Mobileinfluence
factor (2012)
Projectedinfluence
factor (2012)
35% 58.2% 5.7% 18.7% - 23.0%
23
Stubb’s is a “Craft” brand competingagainst “Kraft”-size companies• Stubb’s is the #1 premium, all natural BBQ
sauce and marinade brand – #6 BBQ sauce and #3 Marinade– Surrounded by large CPG brands
• Stubb’s is available on shelf at leading retailers nationwide (86% ACV)
• Stubb’s consumer is higher income (HHI + $75K), educated, with families. Also lead an active and healthy lifestyle.
• Stubb’s consumer is highly loyal - ranked 2nd in category
• Stubb’s brand awareness is low compared to big brand
24
Stubb’s Opportunity
Opportunities• Increase trial and
brand awareness• Highlight
differentiators• Test market new
product ideas
Can We Use Technology?
• Live in a forward looking city• Every mom has a
smartphone
Find theRight Partner
• Collaboration• Constant Iteration
FOTT is the most comprehensive meal planning app
• Helps Mom through the entire cooking process– New recipe discovery– User’s existing recipes– Local store savings– Discover personalized recipes– Create meal plan– Build shopping list
How FOTT does it• Own the entire meal planning funnel• Can place shopper marketing content so it doesn’t feel like advertising
Proprietary and Confidential 26
What should I make?
Is this good or me?
What’s on sale?
Where do I find…?
What can I make with this?
Where’s my list?
I want the one on sale…
We are out of…Planning
Shopping
27
Case Study: Campaign ElementsRecipe
Preference Sponsored Recipe
Category Branding and Promotion
on Grocery List
28
Case Study: Grew market for barbecue sauce recipes
Details• Campaign targeted a
statistically significant number of mobile users across 2006 stores in 8 grocery chains from 7/3/12 – 7/23/12
Proprietary and Confidential
Results • 260% increase in number
of users adding BBQ sauce recipes to their meal plans
• 25% increase in the number of BBQ sauce recipes added per user
Increase in BBQ Sauce recipes added335%
(compared to non-promotional stores)
29
Trial & Review: New, Seasonal Stubb’s GreenChile Marinade• Stubb’s is testing seasonal
product concept• Used part of FOTT’s Consumer
Panel for Trial and Feedback– Oversubscribed in an hour– 100% completion rate– 7 day turnaround
• Feedback on Stubb’s Facebook page and FOTT recipes– 26 photos– 19 Facebook posts– 21 recipe/product reviews
What’s Next: The Evolution of Collaboration
• Traditional retailers insist promotions be a specific time, implying the same seasonality for every region
• Extend promotional calendar by target consumers based on true seasonality
Target byTrue Seasonality
Target Retailer at the Store Level
• NEW Stubb’s Spice Rubs are only available in select stores at certain retailers
• Promote Rubs only to consumers at that store
80º
JulyJanuary
PHXBOS PHXBOS
Panel Testing New Concepts
• Stubb’s is creating new seasonal products as well as other new products
• Use Food on the Table’s consumer panel to test new products before they’ve even hit the bottle
31Proprietary and Confidential
CASE STUDY
Technology is Reshaping…
• Consumer wants, needs, expectations• Shopping behaviors• The retail experience• How brands plan and execute shopper
marketing initiatives
CPG Brands are Accustomed to Planning Across the Path to Purchase
Digital Path to Purchaseand the Mobile Mediator
Need/Desire Options
Contextually-Relevant Choice
Navigate ‘Store’
Select & ValidateBuy
Brand Experience
Capture Experience
Share / Advocate
Identification of growth opportunities emerge from the intersection of 4 “lenses”
Shopper Category
What are the retailer’s strategic priorities and growth drivers?
What is most important to the shopper or consumer?
What are ConAgra’s strategic priorities and growth drivers?
What segments are growing (Products, Price Tiers)? What gaps exist?
35
Retailer
Frozen Activation Opportunities / Strategic Levers
36
• Low conversion between Frozen & GM
• Focus on GM during Season
• Perception of less variety
• Perception of complex, time-consuming aisles
• Perception of higher prices
EXPANDING THE MEANING OF VALUE
Make Your List & Earn Points
Manage Points, Redeem & Track
Building value into the Marketing
DELIVERING ASSORTMENT WITH DIGITAL
Expanding Consumer Views on Product Offerings
DRIVING SHOPABILITY WITH A DIGITAL DESTINATION
DRIVING BRAND ENGAGEMENT IN UNEXPECTED PLACES
DRIVING IMMEDIATE ENGAGEMENT & GM CONVERSION
Use the 4 Lenses
Shopper Category
Retailer Brand
QUESTIONS?
LET’S GET OUR HANDS ON,ON.
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