cabela's: adding context to next generation marketing

Cabela's: Adding Context To Next Genera6on Marke6ng

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About CCS 2013

ü 9 Webinars, 4 Days

ü Sessions covering Mobile,

Social, Store Ops,

X-Channel, and more

ü Featuring industry

analysts and consultants

ü Free for Retail executives

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BrightTALK

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Today’s Panelists

Julie Ask VP, Principal Analyst Forrester Research

Debbie Hauss Editor-in-Chief Retail TouchPoints

MODERATOR

Eric Newman VP, Products and Marketing Digby

Greg Hickman Mobile Marketing Manager Cabela’s

Making Leaders Successful Every Day

Mobile Commerce: Key Trends Julie Ask, Vice President May 22, 2013

Mobile will be the primary digital connection to your customers.

A quote from Forrester’s James McQuivey:

›  "When consumers adopt technology, they do old things in new ways; when people internalize technology, they find new things to do."

For the most part, we are still doing old things in new ways ….

© 2012 Forrester Research, Inc. Reproduction Prohibited

Consumers use phones while shopping

11

Source: North American Technographics® Retail Online Survey, Q2 2012 (US)

“Which of the following have you ever used your cell phone/smartphone for?”

3%

5%

5%

6%

6%

6%

7%

8%

8%

9%

9%

9%

9%

11%

17%

18%

To reserve items at a store for pickup

To look for online self

To store my membership card/loyalty card

To access my loyalty rewards account

To "check-in" to a store using a location based application

To learn about an in-store promotion or event

To check in-store availability of a product

To check availability of a product in an online store

To take picture of myself in a product to share with friends

To read customer reviews of a product

To scan 2-D barcodes to get additional information

To find or redeem a coupon/coupon code

To compare physical store prices with online prices

To look up product information while shopping in a store

To take picture of a product to share with friends

To locate a nearby store or to check store hours

Base: 3,842 US online adults (18+) who own cell phones


… and they use them in stores

12




In-store


They are still doing old things in new ways

13




New Things


Mobile Trends: Consumer Impact

1.  Mobile platforms will be the catalyst for the next generation of connected experiences

2.  Tablet commerce will outpace mobile commerce, but the comparison is irrelevant

3.  Sophisticated analytics wrapped around big data will power next generation, smart apps

4.  Mobile will play a leading role in engaging consumers in emerging markets


Mobile Trends: Enterprise Impact

5.  Mobile will require more formal organizations, process and governance

6.  Strategic staffing will increase in importance 7.  Spending will increase – especially to enable mobile

services 8.  The availability of adjacent technologies will limit

mobile services

The age of mobile on the cheap is over

7. Spending will increase: the majority of mobile costs are to support the back end

February 2013 “2013 Mobile Trends For eBusiness Professionals”


13%

1%

1%

3% 4%

21% 15%

15%

28%

I don't know

More than $50M USD

Between $20M and $50M USD




Between $500K and $1M USD

Between $250K and $500K USD

Less than $250K USD

Investments in mobile are too small with 58% spending less than $1M annually

What kind of investment in mobile do you foresee your company making in 2013? (We’re referring here to external spend on services and vendors)

Base: 160 eBusiness Professionals Source: Global Mobile Maturity Survey (Q4 2012)

Don’t take this as a benchmark – take this as a data point that mobile efforts are underfunded. Industry leaders are well into the seven- if not eight figures annually.


Mobile Trends: Business Models

1. Offer deeper consumer engagement

2. Evolve into real-time interactions that depend heavily on contextual information

3. Alter pricing models

4. Up-end existing cost structures (lower barriers to entry) and disintermediate ecosystem players

5. Facilitate real time access to information and services for the billions

Mobile will disrupt existing business models.

• Bar code scanning • Consumer reviews • Coupons • In-store navigation • Lists (e.g., wedding

registries) • Loyalty • Promotions • Shopping lists

In-store

• Coupons • In-store inventory • Nearest “store” • Pricing • Promotions

Competitor’s store

• Coupons • How-to videos • In-store inventory • Research tools • Shopping list

building • Store hours • Store location • Weekly circular

Home

Retail example based on user location

2. Intelligence added to location will dictate consumer experiences on mobile

Image: Julie Ask

3. Pricing can and will vary by location

If a retailer knows I am home, they may offer a price assuming I won’t get in my car and drive.

If a retailer knows I am in the store, they may price assuming I need the product now.

4. Industries with complex or dated business models ….

Taxi Medallion Insurance

Dispatch Call IVR

Waiting Waiting No Transparency

… will be susceptible to disruption as mobile phones eliminate elements …

Taxi Medallion Insurance

Dispatch Call IVR

Waiting Waiting No Transparency

… and offer value add services

• Value-add services include: choice of car, electronic receipts, car tracking, driver ratings/reviews, timely information, etc.

• Vehicles are identified quickly without lengthy IVR interactions or “hold” times

• Mobile-first company/service

Location plays a key role in the “Sales & Marketing”

approach shift.

© 2013 Forrester Research, Inc. Reproduction Prohibited 26

Future retail will be “Mobile First” with context:

› Delivering relevancy › Simplifying tasks › Creating a personalized services

layered on top of the physical world

Think of this less as “Big Brother” watching

http://www.flickr.com/photos

. . . and more like “Big Mother” helping

The line between creepy and helpful is thin, gray, and curvy.

Creepy or helpful? What your phone/Amex knows: •  You have traveled to Mexico. •  You have rented a car. •  You are staying at the Westin. •  The weather there is 92oF.

“We suspect you are driving to Chichen Itza today. Our travel partner is offering a special price on tours if booked with your Amex.”

Creepy or helpful? What your phone/AMEX knows: •  You have traveled to Mexico. •  You have rented a car. •  You are staying at the Westin. •  The weather there is 92oF.

“We see your card was just used to purchase tickets to Chichen Itza. Please enter your 4-digit passcode to confirm you have possession of your card.”

Commerce … in real time Going forward, the physical world — my shoes, a purse I see, a movie poster at the bus stop — will be catalysts for spontaneous commerce.

Advertising … in real time Mobile tactics such as augmented reality on phones or Google Glass can be used to help travelers find restaurants that fit their tastes, budgets, attire, etc. while on the go.

› Starbuck’s

Personalize Decisions … in real time Mobile will help consumers make the best decisions for them whether they are dieting, gluten-free or have a child with a nut allergy.

150 Cal 400 Cal

280 Cal

300 Cal

Thank you. Julie Ask +1 415 355 6002 [email protected] www.forrester.com

Localpoint®

© 2013 Digby. CONFIDENTIAL

Cabela’s: Adding Context to Next Generation Marketing

Gregory Hickman Mobile Marketing Mgr. Cabela’s

Localpoint®


Developing a Mobile Strategy

Localpoint®


Adding Context to Mobile

Localpoint®


Mobile Campaigns

Localpoint®


Results

Localpoint®


Effect Context Has on Results

Localpoint®


Key Learnings

Localpoint®


Eric Newman VP Products & Marketing Digby

Localpoint®


Retailers Must Adopt New Strategies

Send…

with the Right Value in the Right Place at the Right Time to the Right Person

the Right Message

Localpoint®


System Overview

SDK •  iOS & Android •  Location Detection •  Event Triggers •  Offer Wallet

Marketer’s Console •  Location Management •  Campaign Management •  Campaign Analytics •  Location Analytics

Localpoint®


…By Leveraging Localpoint

Outreach

Drive store traffic through contextual mobile messaging.

Venue

Engage customers in your physical stores. Analytics

Learn consumer before through store analytics.

Localpoint®


The Localpoint Difference •  Sophisticated location detection •  Supports a broad range of use cases •  Enterprise-grade services & products •  Deep location analytics & insights •  Ready to integrate with retailer systems

Eric Newman [email protected] 802.802.0298

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Q&A

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Q&A // Panelists

Julie Ask VP, Principal Analyst Forrester Research

Debbie Hauss Editor-in-Chief Retail TouchPoints

MODERATOR

Eric Newman VP, Products and Marketing Digby

Greg Hickman Mobile Marketing Manager Cabela’s

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Redefining The Shopping Experience With Mobile Engagement Today, 4 PM ET / 1 PM PT

Thank You For Joining Us

www.retailtouchpoints.com/connected-consumer-2013

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cabela's: adding context to next generation marketing

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