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Terrified retailers take controlMobile technologies that are transforming the in-store experience for consumers
Look out into your store…
Look out into your store…
WHAT IS IN-STORE MOBILE?
THIS IS IN A STORE, ON A MOBILE
WHAT IS IN-STORE MOBILE?
Any mobile experience that drives consumers into a store and converts shoppers into buyers
WHAT IS MAKING IT HAPPEN?
INTRODUCTIONPatrick Collins, CEO 5th Finger
• Established in 2000 in Sydney, Australia; Moved global headquarters to SF in 2008
• Full Mobile Marketing solutions provider: Mobility Planning, SMS Loyalty Programs, m-Commerce, App Development, Mobile Web
• Recent award-winning work for Coke, Victoria’s Secret
• Award winning platform: RedShop mCommerce and RedShop Loyalty.
• Pioneers in the field of Bricks + Mobile
MOBILE IMPACT PRE-STORE AND IN-STORE
Enhance RETAILER marketing programs to drive foot traffic
(pre-store)
MOBILE OPPORTUNITY MAP
Support CONSUMER behaviors to convert shoppers into buyers
(in-store)
• Coupons
• Loyalty Cards/Programs
• Check-in/Gaming
• Geo-Fencing
• Multi-Channel Marketing
• Research
• Inspiration
• Check Out
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
COUPONS
• No more “coupon orphans” at bottom of purse, left on printer, console of car
• Ability to scalably deliver personalized offers
• Great mobile “gateway” experience
• Engage your most loyal customers
• Promote brands and store
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
LOYALTY CARDS/PROGRAMS
• Low impact enrollment, phone # as universal identity
• Creates communication channel, not just member identification
• Upgrade loyalty program to become a catalyst program
• Potentially lucrative payments opportunities
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
LOYALTY CARDS/PROGRAMS
• Low impact enrollment, phone # as universal identity
• Creates communication channel, not just member identification
• Upgrade loyalty program to become a catalyst program
• Potentially lucrative payments opportunities
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
LOYALTY CARDS/PROGRAMS
• Low impact enrollment, phone # as universal identity
• Creates communication channel, not just member identification
• Upgrade loyalty program to become a catalyst program
• Potentially lucrative payments opportunities
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
CHECK-IN/GAMING/LOCATION-BASED
• Incents consumers to announce store presence
• Consumers as advocates• Instant Loyalty Program
• Real time customer segment marketing by type (new, existing), value and location
• In-store value delivery
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
CHECK-IN/GAMING/LOCATION-BASED
• Incents consumers to announce store presence
• Consumers as advocates• Instant Loyalty Program
• Real time customer segment marketing by type (new, existing), value and location
• In-store value delivery
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
CHECK-IN/GAMING/LOCATION-BASED
• Incents consumers to announce store presence
• Consumers as advocates• Instant Loyalty Program
• Real time customer segment marketing by type (new, existing), value and location
• In-store value delivery
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
GEO-FENCING
• Gives brand a window into “where” customer is when they are outside of store
• Creates new context for marketing messages
• Engage consumers when they are near/in store
• Market to consumers when you believe they are going to be near the store
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
MULTI-CHANNEL MARKETING
• Adds extra layers of information to print/outdoor
• Creates two way dialog to traditionally one-way communications
• Create marketing moments where consumer can take action
• Build dialog around static advertisements
PRE-STORE SUMMARY: mobile increases the impact and engagement of traditional retailer marketing programs
PRE-STORE SUMMARY: mobile increases the impact and engagement of traditional retailer marketing programs
RETAIL ALGEBRA
WE DID A STUDY
RETAIL ALGEBRA
TEN consumers walk into a store…
RETAIL ALGEBRA
FOUR say “I’m buying today!”
RETAIL ALGEBRA
ONE actually makes a purchase
RETAIL ALGEBRA
#1 I couldn’t find anything I liked
#2 I couldn’t find my size
#3 I didn’t feel like waiting in line
#1 I couldn’t find anything I liked
#2 I couldn’t find my size
#3 I didn’t feel like waiting in line
MOBILE IMPACT PRE-STORE AND IN-STORE
Enhance RETAILER marketing programs to drive foot traffic
(pre-store)
MOBILE OPPORTUNITY MAP
Support CONSUMER behaviors to convert shoppers into buyers
(in-store)
• Research
• Inspiration
• Check Out
• Coupons
• Loyalty Cards/Programs
• Check-in/Gaming
• Geo-Fencing
• Multi-Channel Marketing
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
CAN’T FIND ANYTHING I LIKE: RESEARCH
• Increases in-store decision making ability
• Creates competitive pricing transparency
• Opens up competitive presence in your store
• Increase capacity of store associates – reduces required expertise
• Marketing opportunities during decision
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
CAN’T FIND ANYTHING I LIKE: RESEARCH
• Increases in-store decision making ability
• Creates competitive pricing transparency
• Opens up competitive presence in your store
• Increase capacity of store associates – reduces required expertise
• Marketing opportunities during decision
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
CAN’T FIND ANYTHING I LIKE: INSPIRATION
• 1:1 messaging channel• Consumer supplies hardware
for potential solutions• Consumer ‘signals’ need for
help
• Put the intelligence of 100 store associates or 1,000 friends into consumer hand
• Include escalation protocol for “push to associate”
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
CAN’T FIND ANYTHING I LIKE: INSPIRATION
• 1:1 messaging channel• Consumer supplies hardware
for potential solutions• Consumer ‘signals’ need for
help
• Put the intelligence of 100 store associates or 1,000 friends into consumer hand
• Include escalation protocol for “push to associate”
CAN’T FIND ANYTHING I LIKE: QR CODES
Connecting consumers with research, and inspiration
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
NO WAITING IN LINE: SELF-CHECKOUT
• Consumer + consumer technology replaces cashier
• Faster development of “POS” technology
• Marketing opportunities as basket fills
• Retail opportunities not limited to POS presence
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
NO WAITING IN LINE: MOBILE ASSOCIATE CHECKOUT
• Distributed check-out improves store flow
• Puts ‘check out’ in hands of a seller
• New ad hoc retail locations not tied to installed POS (e.g., Apple SXSW store)
• Cashier as upseller
IMPACT OF MOBILE
RETAILER OPPORTUNITY
PRIORITY
NO WAITING IN LINE: NFC
• Reduce speed of checkout
• Displace loyalty cards and credit cards
• Provide easy access to information
• Improve checkout flow through
• Create information layer inside of store 201
2?
For 2011, NFC = “Not For Christmas”
IN-STORE SUMMARY: InspirationQR CodesSelf-checkoutAssociate CheckoutNFC
IN-STORE SUMMARY: InspirationQR CodesSelf-checkoutAssociate CheckoutNFC
WRAPUP
Enhance RETAILER marketing programs to drive foot traffic
(pre-store)
MOBILE OPPORTUNITY MAP
Support CONSUMER behaviors to convert shoppers into buyers
(in-store)
• Coupons
• Loyalty Cards/Programs
• Check-in/Gaming
• Geo-Fencing
• Multi-Channel Marketing
• Research
• Inspiration
• Check Out
thanks