in-aisle mobile engagement webinar

Mobile Retail 2011: A Guide to In-Aisle Mobile Engagement

Eric Anderson, Vice President of Marketing Will Reese Ph.D., Director of the Digital Futures Group

June 2011

The In-Aisle Mobile Experience

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Why (Purpose)

How (A Note on Methods)

What (Findings & Recommendations)

| ©2011 White Horse Productions, Inc. Content may not be reused without permission.

Encourage rapid development of in-store mobile

Supply needed insight

Why

| ©2011 White Horse Productions, Inc. Content may not be reused without permission.

May 2011

“Ethnographic” or “contextual” approach

13 smartphone users11 retail venues$75

How

Insight #1: Physical support for in-aisle mobile usage does not yet exist.

Insight #1: Physical support for in-aisle mobile usage does not yet exist.

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Entrance signageWi-fi Staff educationStaff evangelismCollateralOn-shelf instructions

TRISH

BEST BUY

75 secondsBEST BUY

SEPHORA

“Actually I’ve never seen anybody do that before (user their phone to scan a product). Is it like an app on your phone, or …?”

(Saleswoman, Sephora)

SEPHORA

Opportunity #1:Invest in an in-aisle experience system.

Learn what makes sense for your customersAnnounce it (on-wall, on-shelf, end cap)Support it (public wifi)

Welcome smartphone shoppersSupply on-shelf “how-to’s”Share “do’s and don’ts”Stoke staff enthusiasm Promote your app or mobile site

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Insight #2:  The mobile web is an untapped in-aisle resource.

Insight #2:  The mobile web is an untapped in-aisle resource.

Few retailer apps downloadedEasy to forget the appNon-mobile-two-handed use-Incomplete searches-longer searches

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STEVE

GAMESTOP

“This site’s just not built for a mobile device.”

(Steve, videogame journalist)

GAMESTOP

Opportunity #2: Deliver a bettermobile website.

User-centered design that accounts for location as contextRatings & reviews to overcome purchase hurdlesProduct information in a mobile formatSupport for in-store with location-sniffing, in-store maps, etcFloor sales drivers: points, dividends, warranties

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Insight #3: The experience is fragmented.

Insight #3: The experience is fragmented.

Bevy of unrelated tools (“broken manuscript”)Burden on memory Information silos-inspiration (photo)-inducement (email)-appointment (calendar)-alignment (UPC, QR)-enactment (credit card)-announcement (social media)

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LESLIE

ANNE TAYLOR LOFTANNE TAYLOR LOFT

“It’s missing the belt. I hope they have one.”

(Leslie, product engineer)

ANNE TAYLOR LOFT

Opportunity #3: Connect tasks to drive purchase.

Retailers must own these linkagesConnect tasks to drive sales-in-ad QR nearby venues, prices, stock-email sale announcement calendar, check-in, cashier hold-SMS to save & share potential purchasesExperiment and test

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Insight #4: Shopping broadcasts are expressive.

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Insight #4: Shopping broadcasts are expressive.

They are not transactionalNot deals, not product recosTransactions are for individualsIn social media, shops are propsConsumers want to tell “interesting stories”

STACEY

“(Two friends) commented on your check-in at Sephora: ‘Ahhhh. The Mothership.’”

(Facebook push-notification to Stacey, media personality)

SEPHORA

Opportunity #4: Establish a role inshopping stories.

Understand the social component of visits to your retail spaceSupport that social component through mobileDeliver unique, buzz-worthy experiences for loyalistsOffer fun, surprising things for consumers to scan and shareKnow your brand character, and enact it

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The key insight.

help your in-aisle customers use mobile(they’ll love you for it)

| ©2011 White Horse Productions, Inc. Content may not be reused without permission.

How White Horse can help

Uncover your target’s distinct mobile behaviors and map needs to opportunities.Design an integrated mobile experience that drives sales and loyalty.Deliver a mobile website that aligns with audience needs.Support in-store merchandising through mobile.Make it all measurable.

eanderson@whitehorse.com

wreese@whitehorse.com

| ©2011 White Horse Productions, Inc. Content may not be reused without permission.