03 omma retail ross sleight

MOBILE – SMART DEVICES AT THE HEART OF �RETAIL MARKETING �ROSS SLEIGHT�CHIEF STRATEGY OFFICER�

COPYRIGHT & CONFIDENTIAL

INTRODUCING SOMO �

World’s largest independent mobile marketing company�

Europe’s fastest growing mobile company – GP Bullhound �

94 dedicated mobile experts�

Global service through local offices EMEA, US and APAC �

Strategy & innovation, creative and production, media, reporting & tracking�

�


MOBILE VELOCITY�

BACK IN 2002 DIGITAL WAS SIMPLE �


BY 2008 SOCIAL MEDIA STARTED TO CHANGE THIS�


2009 2010 2011 2012 THE YEAR OF MOBILE �


CONTEXT – 2012 THE YEAR OF MOBILE �

COPYRIGHT & CONFIDENTIAL Source: LOCOG

MOBILE CREATES ADDITIONAL COMPLEXITY�


VELOCITY - MACRO SHIFTS�

NEW PLATFORMS� NEW ECOSYSTEMS�NEW OPERATING SYSTEMS�

USAGE – ADVERTISING NOT MATCHING CUSTOMER BEHAVIOUR�


LEADING TO MASS AUDIENCE FRAGMENTATION �



MOBILE RETAIL�

USAGE – MOBILE COMMERCE �


23%� 23%� 14%� 9%�10%�

Accessed mobile retail site in last month on smartphone �

BEHAVIOUR CHANGE �


ACCESSING MOBILE 35+ TIMES A DAY�


“FINDING” - VELOCITY�


“FINDING” - URGENT�



SMARTPHONE RETAIL INNOVATION �

CONTENT AND UTILITY PROVIDES VALUE �

Get the look across product range� Providing advice and reference driven by celebrity�

LOCALITY + SCARCITY + VALUE + IMMEDIACY = MOBILE �

Groupon – Local focus� Groupon Now – local, Immediate, �time specific, focused offering�


MAINSTREAM ADOPTION OF DAILY DEALS�

First generation mobile site – port from web� Second generation site – focus on Daily Deals�

SOCIAL AGGREGATION �

Pinterest – No.3 social network in US � Fancy – designer focused experience�


GIFT LISTS�

•Another aspect of social shopping��•Integrated Facebook social graph��•Suggestions of gifts based on profile�


SMARTPHONE RETAIL INNOVATION �

CONTENT AND UTILITY �+�

DAILY DEALS DRIVE IMPULSE PURCHASE ON MOBILE �+�

DEEP SOCIAL INTEGRATION �+�

PERSONALISATION ��



TABLET RETAIL�

TABLETS HAVE HIGHER CONVERSION RATES�

COPYRIGHT & CONFIDENTIAL Source: Affiliate Window

TABLETS HAVE HIGHER AVERAGE ORDER VALUES�


WHY ARE TABLETS CONVERTING SO WELL? �


TABLET REAL ESTATE SELLS PRODUCT BETTER�


TABLETS PROVIDE ENGAGEMENT AND UTILITY�


TABLETS CAN ENGAGE THROUGH CONTENT�


TABLET RETAIL INNOVATION �

BEAUTIFULLY PRESENTED PRODUCTS�+�

SIMPLIFIED PRESENTATION �+�

CONTENT AND UTILITY�+�

VIDEO�COPYRIGHT & CONFIDENTIAL

MOBILE’S PHYSICAL RETAIL REVOLUTION �


UNDERSTAND USER BEHAVIOUR�


PURCHASE NOT THE ONLY OBJECTIVE ON MOBILE �


31% � �

of smartphone users �have purchased a �product or service �on their mobile �

39%� �

of smartphone users �have researched �on their mobile �

then bought on PC �

24%� �

of smartphone users �have researched �on their mobile �

then bought in Store �

Source: Google Our Mobile Planet 2012

QR IN STORE �

Best Buy – QR price tags �

Ralph Lauren – QR clothing label�


QR IN STORE �

Macy’s - additional content �

Diesel – social sharing�


QR STORES�

ebay UK – Xmas pop up shop �Tesco – Gatwick Airport �


SCANNING – OPPORTUNITY AND THREAT�


AR IN STORE �

Macy’s - believe AR�

Lego – Digital AR Box �

IKEA AUGMENTED CATALOGUE �


AUDIO TRIGGERS - SHOPKICK�


PAYMENT BY SCAN �

Starbucks card�payment �


PAYMENT - NFC �

Visa Easypay �

Vodafone/Visa Wallet �


THE MOBILE WALLET BATTLE IS IMMINENT�


Existing online �payment providers�

Telecoms Providers� Existing payment �infrastructure providers�

WHAT IS THE BATTLE OVER? �


+ + =+

NFC �Instantaneous�

Physical payment �Micro transactions�

Offers and Deals �Tailored and �

targeted to users�

Location�Time and context �sensitive offers �

and deals�

Loyalty�Insight into �

Customer’s lifestyle�to maximise loyalty�

Big Data�Huge customer �

insight which can�be commercially �

leveraged�

MOBILE’S PHYSICAL RETAIL REVOLUTION �

ENHANCED INFORMATION �+�

PRICE COMPARISON �+�

LOYALTY �+�

PAYMENT �


SUMMARY�

•  We need to think mobile first in a multi screen world�

•  Mobile is not just a silo for mcommerce�

•  Product = Marketing (especially on mobile) ��•  Drive product through understanding user behaviours on platforms�

•  Exploit the physical/mobile bridge at all customer touchpoints�


03 omma retail ross sleight

Technology