Track A: "M-Commerce Strategies for Omni-Channel Consumer Engagement"

MODERATOR

Mark CoffeySVP of Brand DevelopmentRue La La

Master Track A“M-Commerce Strategies for Omni-Channel Consumer Engagement”

Dan KerstenSenior ProfessionalPromotions MarketingKimberly-Clark

@kerstennolimits

@phil_hendrix

Dr. Phil Hendrix

Founder & Directorimmr

@mcoffey

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@twittername

Engaging Moms with Mobile

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@twittername

22%Moms of young children spend

on their smartphones every month than the average millennial

more time

AOL Advertising Blog

Moms are connected…

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@twittername

Moms use mobile for search…

Overall Growth in Searches by Device in the Maternity and New Parent Category

Google Search Insights 2014

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@twittername

Mom gets the word out…

48%Moms are social

and influence other moms through social media networks and games

more than the average adult


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@twittername

Mom is using mobile to shop…

68%

When it comes to shopping, moms use their phone to build shopping lists, compare features and price, decide where to shop, and to find coupons and deals.

of these engagements happen in home


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@twittername

“Hugs Delivered” case study…

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@twittername

Driving Mom to engagement…

Search

PC Landing PageDisplay

Search

PC Coupon

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@twittername

One solution, in a fractured coupon environment…

Mobile Search Mobile CouponMobile Search Mobile Landing Page Mobile Coupon

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@twittername

The power is in the data…

Customer:

Jenny – Prefers Mobile

Initial Engagement:

Paid Search Keyword: Huggies Diapers

Social Influence:

Consumer Brand Device Print Date Barcode Retailer

[email protected] Huggies iPhone 11/12/12 16929468 Walmart

[email protected] Huggies PC 1/2/13 16930194 CVS

[email protected] Pullups iPhone 12/2/13 2661821 Kroger

[email protected] Pullups Tablet 12/2/13 2661899 Kroger

[email protected] Goodnites PC 9/03/14 3571311 Walmart

Purchases:

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@twittername

Giving Mom options…

Desktop Mobile

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www.immr.org 1 (770) [email protected] | @phil_hendrix

Presented at iMedia Commerce Summit – Salt Lake City, UT

June 24, 2014

Dr. Phil HendrixDirector, immr and Analyst, Gigaom Research

Longer version available at www.immr.org/engaging-connected-consumers-across-channels.pdf

Strategies for Engaging Connected Consumers across Channels

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TOPICSOverview FrameworksTechnologies

Cases Takeaways

Reports cited can be downloaded at www.immr.org

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OverviewTechnology, Marketing and Consumers

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19 Where Would You Place Beacons?

Cooler

BEACON USE CASES

Entrance

Clinic

End cap

Shelf

20What Has Changed?

21

ConsumerBehavior

What Consumers DoWhat Consumers Do

Find Choose

Buy

Use

What Hasn’t Changed?

22

Digital Shelf – Extends Retailers’/Brands’ Presence22

THE DIGITAL SHELF

Source: Why the Digital Shelf is Vital for Brands and Retailers, Dr. Phil Hendrix, immr

23

Mobile Devices – Made for Shopping23

MOBILE DEVICES

Source: Democratizing the Shoppable Web, Dr. Phil Hendrix, immr

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Mobile Shopping Apps – Proliferating24

MOBILE SHOPPING APPS

Source: Democratizing the Shoppable Web, Dr. Phil Hendrix, immr

Categories of Shopping Apps Retailer Apps

Marketplace Apps

Search Engines

Comparison Shopping Apps

Specialty Shopping Apps

Local and Location-based Apps

Deal and Coupon Apps

Loyalty and Reward Apps

Shopping Tools

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Find

Choose

Buy

Use

CONSUMER BEHAVIORS

25

26

Order

Pay

CONSUMER BEHAVIORS

Search

50 million products500,000 stores

26

Share

27

Consumers’Experience

What Consumers Value

28

Consumers’Experience

What’s Changed?Digital Mobile Social Technology

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Technologies MobileSocial

LocationSensors

Digital SignalsBig Data

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Mobile – The New “Remote” in Consumers’ Lives

Then… Now…

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Wrobleski’s Theorem“Everything that can be connected to the Internet, will be”

SpeechRecognition

ImageRecognition

Source: recognize.im

Beacons

Sensors Real-time Interactions and Feedback

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Location and Context – From Macro to Micro32

Macro-Location

Micro-Location

Source: 8 Layers of Location, Dr. Phil Hendrix, immr

8 LAYERS OF LOCATION

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Mobile – Localizing Ads with Dynamic Creative33

EXAMPLES

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Strategies x Location Layer34

Source: 8 Layers of Location, Dr. Phil Hendrix, immr

EXAMPLES OF LOCATION-BASED STRATEGIES

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Digital Signals – Expanding Exponentially35

Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr

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Digital Signals – Invaluable36

Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr

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Digital + Mobile Offers – Redemption & Attribution37

EXAMPLES

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Cloud – Big Data and Analytics

Algorithms/Analytics

TransactionsTransactions

EventsEvents

HistoryHistory

Big Data

ContextContext

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39

Frameworks

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40

Attract + Enable + Enhance

Help customers accomplish their goals

Build enduring relationships by enhancing customers’ experience

Verb

en•gage

/enˈgaj/

ENGAGEMENT

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Consumer Experience

FRICTIONLESS Experiences ….

Achieve

GoalsAchieve

Goals Informed

Learn

Decide

Resolve

Maximize

Minimize Frictions

Minimize Frictions Uncertainty

Problems

Annoyances

Risk

Effective Easy Enjoyable Rewardin

g

Costs

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WHAT CONSUMERS WANT

4242

Learn† &Adapt

Remove Frictions

Surprise/

Delight

Reinforce

Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr

PEER STRATEGIES

†Securely, with full transparency

43 Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr

PersonalizeLeverage data about consumers and their context to increase the relevance, timeliness and value of communications, offers and customer experiences

EnableHelp customers complete tasks and accomplish their goals by minimizing the risk, time, and effort as they shop, compare, purchase and use products

EnhanceSurprise and delight customers by anticipating and helping them fulfill functional requirements, emotional needs and aspirations

RewardUsing feedback, encouragement, rewards and social influence, reinforce customers as they engage in behaviors that are mutually beneficial

PEER STRATEGIES DEFINED

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12 PEER STRATEGIES

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45

Cases

46 Where Would You Place Beacons?

Cooler

BEACON USE CASES

Entrance

Clinic

End cap

Shelf

47

Manufacturers’ Sales and Installation

Coca-Cola EnterprisesWhich Cooler is Cooler

Source: http://merlinmobility.com/

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48

Relevance Depends on User’s Context

Takeaways

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Personalizing requires knowing…

What I (Don’t) Like

What I (Don’t) Like

Who I am…Who I am…Where I amWhere I am

What’sNearbyWhat’sNearby

What’s going OnWhat’s

going On

What I respond to

What I respond to

What I’vebought

What I’vebought

Where I’ve beenWhere

I’ve been What I needWhat I need

Where I’m goingWhere

I’m going

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50

Opportunities for Retailers and Brands

ConsumerJourney

Consumer Needs

Find

Choose

Buy

Consume

MinimizeFrictionsMinimizeFrictions

EnableShouldsEnable

ShouldsMaximize

WantsMaximize

Wants

Roles†Roles†

†Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix

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The 6 Disciplines of Innovation

Democratizing the Shoppable Web

Why the Digital Shelf is Vital for Brands and Retailers

Which Mobile Shopping Apps Do Consumers Value Most?

If Shopping is Broken, Can Mobile Fix it?

Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers

Engaging Connected Consumers – Strategies for Brands, Retailers and Local Businesses†

Raising the Bar – Mobile and Customer Loyalty

Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping

How Consumers Are Using Local Search

Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2

The Promise of Hyperlocal: Opportunities for Publishers and Developers

Tuning into Consumers’ Digital Signals

How SoLoMo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing

Location – the Epicenter of Mobile Innovation

The 6 Disciplines of Innovation

Democratizing the Shoppable Web

Why the Digital Shelf is Vital for Brands and Retailers

Which Mobile Shopping Apps Do Consumers Value Most?

If Shopping is Broken, Can Mobile Fix it?

Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers

Engaging Connected Consumers – Strategies for Brands, Retailers and Local Businesses†

Raising the Bar – Mobile and Customer Loyalty

Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping

How Consumers Are Using Local Search

Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2

The Promise of Hyperlocal: Opportunities for Publishers and Developers

Tuning into Consumers’ Digital Signals

How SoLoMo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing

Location – the Epicenter of Mobile Innovation

Download reports @ www.immr.org

IMMR REPORTS

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About the Author – Dr. Phil Hendrix52

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www.immr.org 1 (770) [email protected] | @phil_hendrix

Presented at iMedia Commerce Summit – Salt Lake City, UT

June 24, 2014

Dr. Phil HendrixDirector, immr and Analyst, Gigaom Research

www.immr.org/engaging-connected-consumers-across-channels.pdf

Strategies for Engaging Connected Consumers across Channels