fueling brand advocacy and engagement with mobile apps

Fueling Brand Advocacy And Engagement With

Mobile Apps

#ManthanMobility

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Panelists

Anand Sri GaneshSenior Vice President and

Business Head for Customer Analytics

Manthan Systems

MODERATOR

Greg GirardProgram Director,

Merchandise StrategiesIDC Retail Insights

Alicia Fiorletta Senior Editor

Retail TouchPoints

Omni-Channel Commerce: The Context for Mobility in Marketing

Greg GirardJuly 2014

7

Moore’s Law Gordon Moore, Intel co-founder Computing power doubles every 18 months

© IDC Retail Insights Visit us at IDC-ri.com

30 Cycles = 2^30 = 1.07 billion-fold increase

69% critical shopping tool70% will use more next year

Shoppers use smartphones everywhere but fewer use them in stores than elsewhere

Get advice or ask a question via a social network (e.g., Facebook, Twitter)

Check in via Foursquare, Facebook, or other

Buy from another retailer

Check the latest deals via apps

Check reviews

Check the latest deals via web browsing on my smartphone

Call, text, or message a friend or family member

Check prices

0% 10% 20% 30% 40% 50% 60% 70% 80%

AnywhereIn-Store

% performed function with smartphone

Q1. Which of the following did you do on your smartphone during the holiday shopping season from any location (work, home, etc.?)

Q2. Which of the following did you do on your smartphone during the holiday shopping season while inside a retail store? (Select all that apply)

N = 511

9© IDC Visit us at IDC.com and follow us on Twitter: @IDC

The Five “I” Persona....in ALL roles of life

Instrumented - Through mobile devices

Informed – Through “Always-on” internet access

Interconnected – Through social communities

In-place – In-store, in public, or at home

Immediate – In their ability to take action

Source: IDC Retail Insights

...as Shopper

Why is the customer omni-channel?

To maximize efficiency! For convenience Because I want what I want when I

want it For faster (& more or less) service –

self determined For price compare/validation To obtain complete and trusted

information To get product recommendations &

personalized offers To be treated as the unique shopper I

am

THAT’S JUST THE WAY I AM!

Omni-channel Customer Centricity

Omni-channel

Customer

Stores

OutletsKiosk

Brand shops

Sales associates

Other staff

Call center

Online chat

Internet TV

Portals

Facebook

Social networking

Email

Website

Mobile Site

Mobile Apps

Virtual Stores

Twitter

Pinterest

Location based interactions

IoT

Competitive data

Collaboration

Fulfillment partners

XML/EDI

Affiliates

Market researchTV placements

Online auctions

Marketplaces

Magazines

Marketing collateral

Catalogues

IntegratorsDealers

Agents

Franchisees

Resellers

Logistics Partners

Retailers

Home advisors/installers

Shop in Shop

Pop up store


Learn to Earn

Physical Digital Convergence

13

ONLINE Enhancements

INSIDE Enhancements

SocialMobile

ConnectedInteractiveAugmented

ConvergenceAbstraction

Platform Order Mgmt Product Info Mgmt

• Multimedia Shelf Edge• Video Analytics GPS Inside Augmented Reality Search & Send

Content Mgmt Search/Navigation Ratings/Reviews

Remote Experts Associate Mobility Interactive Displays Shopping Apps Dynamic QR Codes

Social and Mobile Commerce

>10X Effort

Mobile Marketing Social Brand Big Data

Content and Curation Crowdsourcing

14© IDC Retail Insights Visit us at IDC-ri.com

15

Six C’s of Customer Engagement

Old Paradigm Dimension New Paradigm

Products Centricity Customers

CalendarsFixed Cadence Roles | Missions | Occasions

Fluid

The Plan Context My Life

Transaction| Loyalty Criteria Lifetime Value

Product LifecyclesCategory Management

LocalizationCriticalities

Customer LifecyclesSegment Management

Personalization

Multi-Channel Channels Omni-channel


16

IDC Retail Insights Top 10 Predictions for 2014 Digital Transformation Business Transformation Fulfillment


Single Department or Business Unit

Company-wide/ Industry-wide

0-12 12-24 24+

Multiple Departments or Business Units

Time (months) to Mainstream

Org

aniz

atio

nal

Imp

act2

6

5

1

4

9

3

10

8

1-Omni-channel Experience

2-ERP and Merchandising

Transformations3-Immersive Commerce

10-Same day Fulfilment

Prerequisites

6-Hyperpersonalized

promotions

4-Big data & analytics

9-Omni-channel Fulfilment

8 – PLM and Sourcing

4 –Marketing Technology Investment 7- Commerce

Investments7

Bubble Size = complexity / cost to address

17

Omni-channel path to purchase

Journey mapping analytics

Omni-channel store analytics

Privacy concerns


Prediction 3: By 2016, Leading Omni-Channel Retailers Will Improve Same-Shopper Sales with Immersive Commerce, Driving Additional Revenue Growth of 1.5% and Margin Growth an Additional 3%

Set a New North Star — Immersive Commerce for Same Shopper Sales


Prediction 4: Technology Investment in Marketing and Advertising Will Increase by 50% by 2017

Invest in Marketing and Advertising Technology and Governance

66%

Internet Ad

Spending

276%

Mobile Display & Search

59%

Internet Ad Spending/ Capita

Digital Halos

• Algorithmic advertising

• Segmentation and personalization

• Context and conversational marketing

• Harmonization of themes and messages

$3.8 B M&A Tech in 2017

• CIO CMO tension yields to partnerships

• Technology-intensive creative agencies

• 50% of marketing hiring driven by IT skills

• Creative license and governance

19

To sum up:



Greg Girard, Program Director

[email protected]

@gregorydgirard

www.idc-ri.com

https://idc-insights-community.com/retail

“Thank you!”

mailto:[email protected]

http://www.idc-ri.com/

https://idc-insights-community.com/retail

Mobility for Marketers

Anand Sri GaneshSVP & Business Head, Customer Analytics

21

42% of marketers

are planning to build customer loyalty among mobile device users**

36% of In-Store Sales

Driven by Mobile and Social*

* Media Post, Deloitte Digital - 28th May

**2014 report “Getting Mobile Right” by Brand Republic and Netbiscuits

71% of marketers

currently use mobile as part of multichannel brand experiences**

Mobile channels, integrated with other communication channels, has become a force multiplier

Mobility is now mainstream

22

Building blocks of mobile marketing

ACCESSConvert anonymous consumers to identified customers. Opt-inscreate channels and permissions tocommunicate

INSIGHTSUnderstand your customers, buying behavior, digital channels are critical totimely shopper conversion

ENGAGEMENTTarget unique buyingbehaviors and interestgroups. Communicatewhen customer is most receptive

23

Access: Converting anonymous consumers to identifiable customers

“Opt-in” = the first indication of a customer’s desire to engage

Extends the member program or becomes a surrogate for the member program

Permission to communicate offers & promotions, brand andmarketing messages

24

Insights: Understanding the path to purchase

25

Understanding the “always on” customer

Behavioral understanding• Preferences• Seasonality – pre-season vs in-season vs markdown

Intent – triggers to purchase• Location preferences – proximity to home vs store• Timing – time of day, day of week• Purchase choices

Usage behavior• In-app browsing patterns• Social sharing behavior

Bringing in Big Data analytics to understand & respond to consumers in real time

Engagement: Managing traffic, conversion & advocacy

Ubiquitous yet non-intrusive - right time + right message

Influence the shopping list with pre-purchase targetingEncourage social sharingLeverage geo-fencingNotify based on multi-channel interactions

Targeting & personalizationCoupons based on behavioral insightsLocalized offers and promosPreference based communicationProduct trials “most likely to buy”

26

Beyond promotions: marketing discovery

20% OFF

27

Consumer panel• Stratified samples based

on behavioral insights

Consumer insights• New product introduction• Packaging and messaging• Price discovery

Real-time feedback• Implicit feedback• In-app preferences and

favorites• Customer surveys

30% OFF 25% OFF

$2B retailer capitalizes

on mobile engagement

opportunity to enhance

loyalty program

Cross format retailer adopts

Loyalty247 to:

Extend their loyalty card program to

include bi-directional engagement

Execute cross-channel targeting and personalization

Co-marketing & targeted advertising in partnership with CPG suppliers

Integrate with existing customer

analytics infrastructure to gain

comprehensive customer visibility

across formats and channels

Succeeding with mobile engagement

28

Worldwide leader in retail & CPG analytics

VisionBe the Chief Analytics Officer for the top companies in the retail & CPG industry

MethodWe bring fundamental change in the way analytics are bought, used, applied, and benefitted from

CUSTOMER ANALYTICSMERCHANDISE ANALYTICS

Store Ops Finance

eCommerce Analytics

Know your Customer… Establish a Dialogue

Optimize buying, selling, pricing, assortments, placement

DATA & PROCESS

COLLABORATION PLATFORM & ANALYTICS

Analytics Platform for Data Insights, Monetization and Collaboration

TargetOne Loyalty247

Customer360 Vendor Insights

Vendor LinkFuel Analyzer

Chief Analytics Officer for 120 businesses

30

www.manthansystems.com/ca

[email protected]

Questions?

#ManthanMobility

Q & A / Panelists

Anand Sri GaneshSenior Vice President and

Business Head for Customer Analytics

Manthan Systems

MODERATOR

Greg GirardProgram Director,

Merchandise StrategiesIDC Retail Insights

Alicia Fiorletta Senior Editor

Retail TouchPoints

#ManthanMobility

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