Transcript
Page 1: How Mobile is Changing Shopper Behaviors

[email protected]

How mobile is changing

shopping behavior: Retailer Strategies in a Mobile

World

by Arthur Policarpio

Head of Mobext

Asia-Pacific

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The world’s largest mobile marketing agency network

23 offices worldwide and growing

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Full-Service Mobile Marketing Agency

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Welcome to the Smartphone Age

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Can you guess who this man is?

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CLUE #1

He’s richer than..

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CLUE #2

The company he built in 2009 is

worth more than..

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The top corporations in the Philippines

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The world’s future billionaires

will be in mobile

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This is the world we

live in now...

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© 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

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# 1 The Multi-Channel Shopping

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What is a store?

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The store is now a multi-channel experience

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• Make 4 more trips each

month than non-mobile user

• Spend 40% more than the

average shopper

Walmart’s mobile app users...

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In-store mode

• See what’s new & on sale

• Create shopping lists

• Scan and Go

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Out-of-Store mode

Check items in-store Check inventory + delivery

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12% of

app-aided

sales

happen during the

app’s in-store

mode

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Kate Spade Saturday:

Reinventing “Window Shopping”

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Shoppable catalogues with mobile

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© Mobext 2012 mobext.com © Mobext 2012 mobext.com

Domino’s Pizza UK App = Store in

Your Pocket

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© Mobext 2012 mobext.com © Mobext 2012 mobext.com

Results

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500,000 downloads

in 6 months

£3.4 million incremental revenue

Target: 50,000 Target: £100,000

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Best mCommerce

Campaign

• GOLD, Campaigns

Effectivity

•SILVER, Industry Awards

•SMART Special Award

McDonald’s Ang Pao Coupons

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Reinventing Couponing

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THE CHALLENGE:

•They are lost, torn,

and left lying around

• Limited reach

Coupon Clutter

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SOLUTION

ANG PAO MOBILE

COUPONS

• On-demand coupons

• Available anytime,

anywhere

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Register Choose Redeem

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Social Amplification

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McDelivery Mobile Site = annual sales of an above

average McDonald’s Store

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“Our mobile efforts are

making a direct impact on

our business.” Margot Torres, Senior Vice President for

Marketing, McDonald’s Philippines

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#2 Dominate Search

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Mobile search will surpass desktop

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Searches done on mobile

lead to immediate

conversion

Source: Google & Nielsen

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A Snippet of Keywords

76,500 monthly searches for keywords associated with supermarkets and items they carry. 25% of the searches come from mobile

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No One Has A Significant Share of Voice

No one has significant share of voice

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Sample Search Results for Appropriate Queries

Missed opportunity

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Create smarter search ads

Google’s Enhanced Campaigns

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Enhance the search

experience

Click-to-call Location extension Deep linking

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# 3 Social = Mobile

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68 62 61

Word of Mouth Websites TV ads Print ads

What do you trust?

Nielsen “Global Survey of Trust in

Advertising, 2013

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SOCIAL = MOBILE

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Kellogg’s Instashop

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Allium Restaurant : Pay with a Post

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COMODO:

The Instagram Menu

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Nordstrom on Pinterest

Most followed brand,

with 4.4 million followers

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in-store integration of

social “voting”

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#SaksIn6 : Recreating in-

store tutorials in 6 seconds

Saks Fifth Avenue on Vine

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The Home Depot on Vine

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The new frontier in social: Mobile messaging

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South China

Airlines

Online Booking

Uniqlo catalog

Your New Online Storefront

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Fruits

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43 Health Insurance

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WeChat Vending Machines

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New York Apartment - $13M

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Stickers

1 billion stickers/day

$66M revenue

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Mobile Coupons

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Flash Sales

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“Social Commerce” via Facebook

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Buy a Product by Commenting “Sold”

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Crowdsourcing product search:

“The Hunt”

500,000++ monthly visits

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# 4 Enhance the In-Store

Experience with Mobile

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Source: Cisco, 2013

84% of smartphone users use their mobiles while in-store

Source: Google Shopper

Marketing Council 2013

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37 © Mobext 2012 mobext.com

From “push girls” to consultative sales

assistants

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37 © Mobext 2012 mobext.com

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38 © Mobext 2012 mobext.com

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39 © Mobext 2012 mobext.com

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Kate Spade iPads in Store

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SHOPKICK:

Earn points just by walking in-store

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#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?

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Neiman Marcus:

Personal Mobile Concierge

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This tiny device can disrupt your industry

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# 5 Mobilizing Loyalty

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“The ultimate in marketing is

marketing to the individual and customizing

products to the individual.”

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Source: Cisco, 2013

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Consumer Database System

STEP 1: Build Database

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Opt-In Call-to-Action in All Media

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Time Spent

Geography

Purchase

History

Social

Sharing

STEP 2: Segment Customers

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STEP 3: One-to-One Communications

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Demographics

Purchase History

Social Media

Browsing History

Customer Loyalty Data

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Co-creating products

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Choose design Customize Buy

Personalize your Uniqlo

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Will mobile eventually obsolete

traditional loyalty cards?

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Deals Rewards Freebies

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Are you ready for the future of retail?

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© 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

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Managing Director

Mobext Asia-Pacific

[email protected]

+639175694375 @art_policarpio (Twitter)


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