How Mobile is Changing Shopper Behaviors

  • View
    2.803

  • Download
    4

Embed Size (px)

DESCRIPTION

Our talk at the Stores Specialists Inc. 1st Internal Digital Conference. SSI is the exclusive distributor of top high-end / luxury brands in the Philippines.

Text of How Mobile is Changing Shopper Behaviors

  • Phuc.Truong@mobext.com How mobile is changing shopping behavior: Retailer Strategies in a Mobile World by Arthur Policarpio Head of Mobext Asia-Pacific
  • The worlds largest mobile marketing agency network 23 offices worldwide and growing
  • Full-Service Mobile Marketing Agency
  • Welcome to the Smartphone Age 4
  • 5 Can you guess who this man is?
  • CLUE #1 Hes richer than..
  • 7
  • CLUE #2 The company he built in 2009 is worth more than..
  • 6 The top corporations in the Philippines
  • 6
  • 5
  • 6 The worlds future billionaires will be in mobile
  • This is the world we live in now...
  • Mobext 2012 mobext.com Mobext 2012 mobext.com 5 Key Strategies 1.Multi-Channel Shopping 2.Dominate Search 3.Invest in Mobile Social 4.Enhance the In-Store Experience with Mobile 5.Mobilize Your Loyalty Programs 16
  • # 1 The Multi-Channel Shopping
  • What is a store?
  • The store is now a multi-channel experience
  • Make 4 more trips each month than non-mobile user Spend 40% more than the average shopper Walmarts mobile app users...
  • In-store mode See whats new & on sale Create shopping lists Scan and Go
  • Out-of-Store mode Check items in-store Check inventory + delivery
  • 12% of app-aided sales happen during the apps in-store mode
  • Kate Spade Saturday: Reinventing Window Shopping
  • Shoppable catalogues with mobile
  • Mobext 2012 mobext.com Mobext 2012 mobext.com Dominos Pizza UK App = Store in Your Pocket 27
  • Mobext 2012 mobext.com Mobext 2012 mobext.com Results 28 500,000 downloads in 6 months 3.4 million incremental revenue Target: 50,000 Target: 100,000
  • Best mCommerce Campaign GOLD, Campaigns Effectivity SILVER, Industry Awards SMART Special Award McDonalds Ang Pao Coupons
  • Reinventing Couponing
  • THE CHALLENGE: They are lost, torn, and left lying around Limited reach Coupon Clutter
  • SOLUTION ANG PAO MOBILE COUPONS On-demand coupons Available anytime, anywhere
  • Register Choose Redeem
  • Social Amplification
  • McDelivery Mobile Site = annual sales of an above average McDonalds Store
  • Our mobile efforts are making a direct impact on our business. Margot Torres, Senior Vice President for Marketing, McDonalds Philippines
  • #2 Dominate Search
  • Mobile search will surpass desktop
  • Searches done on mobile lead to immediate conversion Source: Google & Nielsen
  • A Snippet of Keywords 76,500 monthly searches for keywords associated with supermarkets and items they carry. 25% of the searches come from mobile
  • No One Has A Significant Share of Voice No one has significant share of voice
  • Sample Search Results for Appropriate Queries Missed opportunity
  • Create smarter search ads Googles Enhanced Campaigns
  • Enhance the search experience Click-to-call Location extension Deep linking
  • # 3 Social = Mobile
  • 84 68 62 61 Word of Mouth Websites TV ads Print ads What do you trust? Nielsen Global Survey of Trust in Advertising, 2013
  • 32 SOCIAL = MOBILE
  • Kelloggs Instashop 53
  • Allium Restaurant : Pay with a Post 54
  • COMODO: The Instagram Menu
  • Nordstrom on Pinterest Most followed brand, with 4.4 million followers
  • in-store integration of social voting
  • #SaksIn6 : Recreating in- store tutorials in 6 seconds Saks Fifth Avenue on Vine
  • The Home Depot on Vine
  • 9 The new frontier in social: Mobile messaging
  • 15 South China Airlines Online Booking Uniqlo catalog Your New Online Storefront
  • 42 Fruits
  • 43 Health Insurance
  • 44 WeChat Vending Machines
  • 16 New York Apartment - $13M
  • 10 Stickers 1 billion stickers/day $66M revenue
  • 11 Mobile Coupons
  • 13 Flash Sales
  • Social Commerce via Facebook
  • Buy a Product by Commenting Sold
  • Crowdsourcing product search: The Hunt 500,000++ monthly visits
  • # 4 Enhance the In-Store Experience with Mobile
  • Source: Cisco, 2013 84% of smartphone users use their mobiles while in-store Source: Google Shopper Marketing Council 2013
  • 37 Mobext 2012 mobext.com From push girls to consultative sales assistants
  • 37 Mobext 2012 mobext.com
  • 38 Mobext 2012 mobext.com
  • 39 Mobext 2012 mobext.com
  • Kate Spade iPads in Store
  • SHOPKICK: Earn points just by walking in-store
  • #1 Shopping app $800 M Sales delivered to partners 70 million Product scans 7 million gift cards redeemed *More frequent and prolonged usage than physical retailers own apps, including Starbucks, Walmart, Walgreens, and Safeway How big is Shopkick?
  • Neiman Marcus: Personal Mobile Concierge
  • 24 This tiny device can disrupt your industry
  • # 5 Mobilizing Loyalty
  • The ultimate in marketing is marketing to the individual and customizing products to the individual. 34
  • Source: Cisco, 2013
  • 36 Consumer Database System STEP 1: Build Database
  • 70 Opt-In Call-to-Action in All Media
  • 37 Time Spent Geography