Mobile and Luxury Retail BrandsBeyond critical mass, the opportunity for engagementGeneva, 10th May 2011
Vertical Channels                     Print        TV   Web       In-Store   Events...Mobile and Luxury Retail Brands     ...
9th Jan 2007
... and then mobile was created...                      Print       TV   Web       In-Store   Events...   MOBILEMobile and...
200 Million     400 Million            50 Million iPhones      Android phones             iPads                           ...
Smartphones are beyond critical mass                                          Million Users             % Penetration 16-6...
Mobile “extends” internet                                        Mobile                            11 pm                  ...
... and its more than another channel                     Print        TV   Web           In-Store   Events...   MOBILE   ...
and...                                  What does this mean for                                   Luxury Retail Brands?Mob...
Engagement Funnel                        Attention       Intention         Interaction                                    ...
What proportion of “intentions” come1    from mobile devices?    How engaging is the experience on the2    devices the “in...
What proportion of “intentions” come1    from mobile devices?
Mobile searches by Brand - Feb 2012         25%                                                                        23%...
Conclusions - Set 1                                  Between 17% and 20% of Luxury Retail Brand’s                    i    ...
Mobile searches by Geography - Feb 2012   25%                        23.65%                                  21.09%   20% ...
Mobile searches by Geography - Feb 2012   50%                           46.96%   45%                                      ...
Conclusions - Set 2                    i             Mobile is a global transformation;                   ii             T...
How engaging is the experience on the2    devices the “interactions” come from?
How are Luxury Retail Brands doing in search results?                 !                      !Mobile and Luxury Retail Bra...
But the experience is broken...                                       !                 !Mobile and Luxury Retail Brands  ...
Some brands are getting it right                                  !Mobile and Luxury Retail Brands       21
some Brands are over-doing it                                  !Mobile and Luxury Retail Brands       22
... and then came the iPad, and not much changed !Mobile and Luxury Retail Brands   23
again, some brands are getting it right                                   !Mobile and Luxury Retail Brands    24
Conclusions - Set 3                                  Most of Luxury Retail Brands are abandoning a large                  ...
How can Luxury Retail Brands act on the3    opportunity and “mobilise”?
A three steps approach                Fix the Basics           Mobile Presence           and Basic Brand             Exper...
A three steps approach                                  Mobilise the Story-telling                                      Cr...
A three steps approach                                                               Create Value Experiences             ...
Fixing the basics                 Mobile Presence                 and Basic Brand                   Experience            ...
Mobilise the Story-telling                    Create Mobile                    Participative,                     Interact...
Win on Mobile                   Mobilise the                   Luxury Retail                   Brand holistic             ...
... next                                                                Mobile                                            ...
Thank Younuno.santos@BrandEmotivity.com               London   |   Paris   |   Singapore   |   Shanghai
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Mobile and Luxury Retail Brands

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Customers are trying to engage with Luxury Brands through mobile devices. This deck presents:
. The size of the opportunity, by brand, and by region;
. The competitive landscape;
. A framework for action.

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Mobile and Luxury Retail Brands

  1. 1. Mobile and Luxury Retail BrandsBeyond critical mass, the opportunity for engagementGeneva, 10th May 2011
  2. 2. Vertical Channels Print TV Web In-Store Events...Mobile and Luxury Retail Brands 2
  3. 3. 9th Jan 2007
  4. 4. ... and then mobile was created... Print TV Web In-Store Events... MOBILEMobile and Luxury Retail Brands 4
  5. 5. 200 Million 400 Million 50 Million iPhones Android phones iPads Source: Apple Reports, Jan 2012; Google press releases
  6. 6. Smartphones are beyond critical mass Million Users % Penetration 16-65 105 91 83 78 42 43 US EU5 JAPAN Number of Users and Penetration on the 16-65 population of smartphone devices source: Data from ITU, CIA and GSMA; Dec 2011Mobile and Luxury Retail Brands 6
  7. 7. Mobile “extends” internet Mobile 11 pm PC Traffic 1 pm 8 pm 7 am Time source: Google Mobile Queries Balanced- Google Think!Mobile and Luxury Retail Brands 7
  8. 8. ... and its more than another channel Print TV Web In-Store Events... MOBILE MOBILE the Über-ChannelMobile and Luxury Retail Brands 8
  9. 9. and... What does this mean for Luxury Retail Brands?Mobile and Luxury Retail Brands 9
  10. 10. Engagement Funnel Attention Intention Interaction Enter Stores... Talk to Assistant Stimuli Go to the website Navigate Search and ClickMobile and Luxury Retail Brands 10
  11. 11. What proportion of “intentions” come1 from mobile devices? How engaging is the experience on the2 devices the “interactions” come from? How can Luxury Retail Brands act on the3 opportunity and “mobilise”?
  12. 12. What proportion of “intentions” come1 from mobile devices?
  13. 13. Mobile searches by Brand - Feb 2012 25% 23% 19.8% 19.7% 19.6% 20% 16.6% 16.8% 16.7% 16.8% 16.8% 16.7% 16.7% 15% 9.9% 10% 5% 0% Louis Vuitton Prada Chanel Bally Hermés Gucci Fendi Burberry Dior Versace Louboutin Jimmy Choo source: Google Adwords - Keyword ToolMobile and Luxury Retail Brands 13
  14. 14. Conclusions - Set 1 Between 17% and 20% of Luxury Retail Brand’s i customer “intentions” come from mobile devices; ii This affects all Luxury Retail Brands;Mobile and Luxury Retail Brands 14
  15. 15. Mobile searches by Geography - Feb 2012 25% 23.65% 21.09% 20% 16.5% 15% 14.61% 10.52% 10% 9.33% 8.42% 5% 0% US UK France Italy Germany Switz Russia source: Google Adwords - Keyword ToolMobile and Luxury Retail Brands 15
  16. 16. Mobile searches by Geography - Feb 2012 50% 46.96% 45% 44.23% 40% 35% 29.86% 30% 25% 22.76% 20% 15% 10% 6.55% 5% 0% Japan Hong Kong UAE Brazil India Korea source: Google Adwords - Keyword ToolMobile and Luxury Retail Brands 16
  17. 17. Conclusions - Set 2 i Mobile is a global transformation; ii The impact is higher in the largest luxury markets; iii “There is nowhere to hide”Mobile and Luxury Retail Brands 17
  18. 18. How engaging is the experience on the2 devices the “interactions” come from?
  19. 19. How are Luxury Retail Brands doing in search results? ! !Mobile and Luxury Retail Brands 19
  20. 20. But the experience is broken... ! !Mobile and Luxury Retail Brands 20
  21. 21. Some brands are getting it right !Mobile and Luxury Retail Brands 21
  22. 22. some Brands are over-doing it !Mobile and Luxury Retail Brands 22
  23. 23. ... and then came the iPad, and not much changed !Mobile and Luxury Retail Brands 23
  24. 24. again, some brands are getting it right !Mobile and Luxury Retail Brands 24
  25. 25. Conclusions - Set 3 Most of Luxury Retail Brands are abandoning a large i percentage of their customers “intentions” and requests; ii Most Brands are not putting the money where their clients are; iii Brands need a framework to “make sense of it all”;Mobile and Luxury Retail Brands 25
  26. 26. How can Luxury Retail Brands act on the3 opportunity and “mobilise”?
  27. 27. A three steps approach Fix the Basics Mobile Presence and Basic Brand ExperienceMobile and Luxury Retail Brands 27
  28. 28. A three steps approach Mobilise the Story-telling Create Mobile Fix the Basics Participative, Interactive, Augmented Brand Stories Mobile Presence and Basic Brand ExperienceMobile and Luxury Retail Brands 28
  29. 29. A three steps approach Create Value Experiences Mobilise the Luxury Retail Brand holistic experience and value Mobilise the Story-telling Create Mobile Fix the Basics Participative, Interactive, Augmented Brand Stories Mobile Presence and Basic Brand ExperienceMobile and Luxury Retail Brands 29
  30. 30. Fixing the basics Mobile Presence and Basic Brand Experience Ensure you have a well Analytics, An app is a Optimise for thought Analytics, continuous mobile search; through mobile Analytics; investment; site;Mobile and Luxury Retail Brands 30
  31. 31. Mobilise the Story-telling Create Mobile Participative, Interactive, Augmented Brand Stories ...and then Amplify the Ensure you What is the choose what story-telling have an story you want mobile with a social- outstanding to tell? engagement value angle execution fits best;Mobile and Luxury Retail Brands 31
  32. 32. Win on Mobile Mobilise the Luxury Retail Brand holistic experience and value Holistic Customer Innovation, Experience Value come Innovation, crosses all First at all Innovation; other channels timesMobile and Luxury Retail Brands 32
  33. 33. ... next Mobile A path to Win in China Success Strategies in engaging Chinese consumers through Mobile Communications and Services; Copyright © 2011 BrandEmotivityMobile and Luxury Retail Brands 33
  34. 34. Thank Younuno.santos@BrandEmotivity.com London | Paris | Singapore | Shanghai
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