how mobile is changing shopper behaviors
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.TRANSCRIPT
How mobile is changing
shopping behavior: Retailer Strategies in a Mobile
World
by Arthur Policarpio
Head of Mobext
Asia-Pacific
The world’s 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
He’s 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 world’s 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
Walmart’s mobile app users...
In-store mode
• See what’s 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
app’s in-store
mode
Kate Spade Saturday:
Reinventing “Window Shopping”
Shoppable catalogues with mobile
© Mobext 2012 mobext.com © Mobext 2012 mobext.com
Domino’s 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
McDonald’s 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 McDonald’s Store
“Our mobile efforts are
making a direct impact on
our business.” Margot Torres, Senior Vice President for
Marketing, McDonald’s 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
Google’s 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
Kellogg’s 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
Purchase
History
Social
Sharing
STEP 2: Segment Customers
38
STEP 3: One-to-One Communications
39
40
Demographics
Purchase History
Social Media
Browsing History
Customer Loyalty Data
Co-creating products
Choose design Customize Buy
Personalize your Uniqlo
Will mobile eventually obsolete
traditional loyalty cards?
Deals Rewards Freebies
Are you ready for the future of retail?
© Mobext 2012 mobext.com © Mobext 2012 mobext.com
Summary
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
94
94
Managing Director
Mobext Asia-Pacific
+639175694375 @art_policarpio (Twitter)