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The Future Shopping Reality
BIFEX 2013
Murat Genc April 17, Beirut
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Futu
re…
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Not yet everything…
… but the consumers!
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Sources: E-marketer, Disovercard.com, Barlow Research, Internetretailer.com, U.S. Census 3rdQT Results, Jupiter Research
37% 8.8%
Smart phone users who have purchased an
item via m-commerce
Percentage of retailers using m-
commerce
Mobile Commerce
17% 15% Plan to Invest on Website Plan to Invest on Emailing
13% Plan to Invest on Social Media
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Sources: invesp.com and assets.econsultancy.com
Mobile Commerce Growth ($billion)
Why Consumers Prefer Shopping Online
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Who
What How
Understand your customers o Demographics o Interests o Habits o Goals…
Customize your offer o Product o Experience o Incentives o Information…
Drive Reach and Engagement o Content o Channels
- Search - Web, Social - Mobile, CRM…
Where to start?
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Segment A Segment B Segment C
Typical markets JP, KR, NA, WE, Top cities in BRIC
Semi-urban: BRIC Rural: BRIC
Role of mobile (Hero…) Supporting Actor (one of many screens)
Lead Character (#1 screen)
Hero (only screen)
Avg. calls / SMS per week 35 / 30 84 / 60 No data
Penetration mWeb Lower than PC Web Higher than PC web Low, but only means
Smartphone usage >60% <20% None
Subscription model Post-paid / Flatrate data plans
Pre-paid Pre-paid
Most important features (aside from calling & SMS)
MP3 Player, Data, Camera, Gaming,
Camera, Radio, Gaming
Flashlight, Radio, Calculator
mMarketing participation Low (Sophisticated) High (Simple) NA (High interest)
There is more to mobile
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