How Mobile is Changing Shopper Behaviors
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The document discusses how mobile technology is transforming shopping behaviors and outlines five key retailer strategies: multi-channel shopping, dominating search, investing in mobile social, enhancing in-store experiences with mobile, and mobilizing loyalty programs. It highlights the importance of mobile in improving customer engagement and driving sales, with examples from companies like Walmart, Domino's, and McDonald's. The piece emphasizes that effective use of mobile tools can lead to significant revenue increases and a competitive edge in the retail landscape.
How Mobile is Changing Shopper Behaviors
- 1. Phuc.Truong@mobext.com How mobile is changing shopping behavior: Retailer Strategies in a Mobile World by Arthur Policarpio Head of Mobext Asia-Pacific
- 2. The world’s largest mobile marketing agency network 23 offices worldwide and growing
- 3. Full-Service Mobile Marketing Agency
- 4. Welcome to the Smartphone Age 4
- 5. 5 Can you guess who this man is?
- 6. CLUE #1 He’s richer than..
- 7. 7
- 8. CLUE #2 The company he built in 2009 is worth more than..
- 9. 6 The top corporations in the Philippines
- 10. 6
- 11. 5
- 12. 6 The world’s future billionaires will be in mobile
- 13. This is the world we live in now...
- 16. © 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
- 17. # 1 The Multi-Channel Shopping
- 18. What is a store?
- 20. The store is now a multi-channel experience
- 21. • Make 4 more trips each month than non-mobile user • Spend 40% more than the average shopper Walmart’s mobile app users...
- 22. In-store mode • See what’s new & on sale • Create shopping lists • Scan and Go
- 23. Out-of-Store mode Check items in-store Check inventory + delivery
- 24. 12% of app-aided sales happen during the app’s in-store mode
- 25. Kate Spade Saturday: Reinventing “Window Shopping”
- 26. Shoppable catalogues with mobile
- 27. © Mobext 2012 mobext.com© Mobext 2012 mobext.com Domino’s Pizza UK App = Store in Your Pocket 27
- 28. © 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
- 29. Best mCommerce Campaign • GOLD, Campaigns Effectivity •SILVER, Industry Awards •SMART Special Award McDonald’s Ang Pao Coupons
- 31. THE CHALLENGE: •They are lost, torn, and left lying around • Limited reach Coupon Clutter
- 32. SOLUTION ANG PAO MOBILE COUPONS • On-demand coupons • Available anytime, anywhere
- 35. McDelivery Mobile Site = annual sales of an above average McDonald’s Store
- 36. “Our mobile efforts are making a direct impact on our business.” Margot Torres, Senior Vice President for Marketing, McDonald’s Philippines
- 38. Mobile search will surpass desktop
- 39. Searches done on mobile lead to immediate conversion Source: Google & Nielsen
- 41. A Snippet of Keywords 76,500 monthly searches for keywords associated with supermarkets and items they carry. 25% of the searches come from mobile
- 42. No One Has A Significant Share of Voice No one has significant share of voice
- 43. Sample Search Results for Appropriate Queries Missed opportunity
- 44. Create smarter search ads Google’s Enhanced Campaigns
- 45. Enhance the search experience Click-to-call Location extension Deep linking
- 46. # 3 Social = Mobile
- 47. 84 68 62 61 Word of Mouth Websites TV ads Print ads What do you trust? Nielsen “Global Survey of Trust in Advertising, 2013
- 50. Allium Restaurant : Pay with a Post 54
- 52. Nordstrom on Pinterest Most followed brand, with 4.4 million followers
- 53. in-store integration of social “voting”
- 54. #SaksIn6 : Recreating in- store tutorials in 6 seconds Saks Fifth Avenue on Vine
- 55. The Home Depot on Vine
- 56. 9 The new frontier in social: Mobile messaging
- 57. 15 South China Airlines Online Booking Uniqlo catalog Your New Online Storefront
- 58. 42 Fruits
- 61. 16 New York Apartment - $13M
- 62. 10 Stickers 1 billion stickers/day $66M revenue
- 64. 13 Flash Sales
- 65. “Social Commerce” via Facebook
- 66. Buy a Product by Commenting “Sold”
- 67. Crowdsourcing product search: “The Hunt” 500,000++ monthly visits
- 68. # 4 Enhance the In-Store Experience with Mobile
- 69. Source: Cisco, 2013 84% of smartphone users use their mobiles while in-store Source: Google Shopper Marketing Council 2013
- 70. 37 © Mobext 2012 mobext.com From “push girls” to consultative sales assistants
- 71. 37 © Mobext 2012 mobext.com
- 72. 38 © Mobext 2012 mobext.com
- 73. 39 © Mobext 2012 mobext.com
- 74. Kate Spade iPads in Store
- 75. SHOPKICK: Earn points just by walking in-store
- 76. #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?
- 77. Neiman Marcus: Personal Mobile Concierge
- 78. 24 This tiny device can disrupt your industry
- 79. # 5 Mobilizing Loyalty
- 80. “The ultimate in marketing is marketing to the individual and customizing products to the individual.” 34
- 82. 36 Consumer Database System STEP 1: Build Database
- 83. 70 Opt-In Call-to-Action in All Media
- 84. 37 Time Spent Geography Purchase History Social Sharing STEP 2: Segment Customers
- 85. 38 STEP 3: One-to-One Communications
- 86. 39
- 87. 40
- 88. Demographics Purchase History Social Media Browsing History Customer Loyalty Data
- 90. Choose design Customize Buy Personalize your Uniqlo
- 91. Will mobile eventually obsolete traditional loyalty cards?
- 93. Are you ready for the future of retail?
- 94. © 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