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Cabela's: Adding Context To Next Genera6on Marke6ng
Presented by Session sponsored by
#CCSeries13
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
www.retailtouchpoints.com/connected-consumer-2013
#CCSeries13
Follow The Webcast On Twi:er
#CCSeries13 @ConnectConsumer @RTouchPoints
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About Retail TouchPoints
ü Launched in 2007
ü More than 25,000 subscribers
ü Provide executives with relevant,
insightful content
ü Free Resources such as White Papers,
E-book, Webinars, Research and
Podcasts
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#CCSeries13
BrightTALK
#CCSeries13
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
© 2012 Forrester Research, Inc. Reproduction Prohibited
… and they use them in stores
12
Source: North American Technographics® Retail Online Survey, Q2 2012 (US)
“Which of the following have you ever used your cell phone/smartphone for?”
Base: 3,842 US online adults (18+) who own cell phones
In-store
© 2012 Forrester Research, Inc. Reproduction Prohibited
They are still doing old things in new ways
13
Source: North American Technographics® Retail Online Survey, Q2 2012 (US)
“Which of the following have you ever used your cell phone/smartphone for?”
Base: 3,842 US online adults (18+) who own cell phones
New Things
© 2012 Forrester Research, Inc. Reproduction Prohibited
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
© 2012 Forrester Research, Inc. Reproduction Prohibited
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”
© 2012 Forrester Research, Inc. Reproduction Prohibited
13%
1%
1%
3% 4%
21% 15%
15%
28%
I don't know
More than $50M USD
Between $20M and $50M USD
Between $10M and $20M USD
Between $5M and $10M USD
Between $1M and $5M 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.
© 2012 Forrester Research, Inc. Reproduction Prohibited
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®
© 2013 Digby. CONFIDENTIAL
Developing a Mobile Strategy
Localpoint®
© 2013 Digby. CONFIDENTIAL
Adding Context to Mobile
Localpoint®
© 2013 Digby. CONFIDENTIAL
Mobile Campaigns
Localpoint®
© 2013 Digby. CONFIDENTIAL
Results
Localpoint®
© 2013 Digby. CONFIDENTIAL
Effect Context Has on Results
Localpoint®
© 2013 Digby. CONFIDENTIAL
Key Learnings
Localpoint®
© 2013 Digby. CONFIDENTIAL
Eric Newman VP Products & Marketing Digby
Localpoint®
© 2013 Digby. CONFIDENTIAL
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®
© 2013 Digby. CONFIDENTIAL
System Overview
SDK • iOS & Android • Location Detection • Event Triggers • Offer Wallet
Marketer’s Console • Location Management • Campaign Management • Campaign Analytics • Location Analytics
Localpoint®
© 2013 Digby. CONFIDENTIAL
…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®
© 2013 Digby. CONFIDENTIAL
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
#CCSeries13
Q&A
#CCSeries13
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
#CCSeries13
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
The next Connected Consumer Series session…