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The Store is Changing | iMedia Breakthrough Summit - 10/16/12
 

The Store is Changing | iMedia Breakthrough Summit - 10/16/12

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Native file contains several video demonstrations of our work in bringing digital technologies in store. Please contact me if you'd like to see them.

Native file contains several video demonstrations of our work in bringing digital technologies in store. Please contact me if you'd like to see them.

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    The Store is Changing | iMedia Breakthrough Summit - 10/16/12 The Store is Changing | iMedia Breakthrough Summit - 10/16/12 Presentation Transcript

    • The  Store  is  Changing   How  Emerging  Technologies  are  Redefining  the  Shopping  Experience  
    • HANS  FREDERICKS   VIC  CLESCERI   SR.  DIRECTOR,  JOINT  BUSINESS   VP,  MOBILE  BUSINESS         PLANNING   DEVELOPMENT hfredericks@comscore.com linkedin.com/in/vclesceriBRIAN  LECOUNT    DIRECTOR,  INSIGHTS  &  PLANNING@blecount   MANUEL  ROSSO   MATTHEW  GASE         FOUNDER  &  CEO PRESIDENT  &  CEO @manuelrosso   @MaO_Gase
    • Today’s  Agenda  •  The  World  We  Live  In  •  OpportuniWes  for  Marketers   –  Food  on  the  Table  &  Stubb’s  Bar-­‐B-­‐Q   –  ConAgra  Foods  &  POSSIBLE  •  Q&A  •  Hands  On  
    • 3  TRENDS  WE’RE  WATCHING   1   Where’s  the  Store?   2   Life  is  a  Game   3   The  Package  is  the  Key  
    • 1   Where’s  the  Store?  
    • 2   Life  is  a  Game  
    • 3   The  Package  is  the  Key  
    • DIGITALRETAIL
    • PARTICIPATIONIDEAUNDERSTANDING  HOW  AND  WHY  PEOPLE  INTERACT  WITH  DIGITAL  ALLOWS  US  TO  ENGAGE  THEM  WITH  CONTENT,  STORIES  &  EXPERIENCES  THAT  GIVE  THEM  A  ROLE  TO  PLAY  WITH  THE  BRAND.  
    • The  World  We  Live  In:  Mobile’s  Impact  on  Shopping  Behaviors   Hans  Fredericks  Vice  President  Mobile  –    hfredericks@comscore.com   October  2012    
    • CONTINUING  TIDAL  SHIFT  TO  SMARTPHONES    •  Total  Smartphone  audience  increased  by  42%  year-­‐on-­‐year  •  Your  shoppers  have  smartphones  –  or  will  very  soon!!          Growth  of  U.S.  Smartphone   U.S.  Smartphone  PenetraXon   Installed  Base     June  2012   180,000   160,000   Smartphone     47.4%  #  Phone  Owners  (000)     140,000   120,000   Not   100,000   Smartphone     80,000   52.6%   110.9  million   60,000   40,000   +47%     20,000   Year  on  Year  Growth   0   Product:  comScore  MobiLens,  US   Data:  Three  month  average  ending    June  2012  
    • SMARTPHONES  ARE  CHANGING  COMMERCE   E-­‐commerce  and  Related  Services  Accessed  By  %  of  Smartphone  Users   June  2012   Bank  Accounts   38%   Online  Retail   25%   Credit  Cards   22%  Electronic  Payments   21%   Deal-­‐A-­‐Day   16%   Shopping  Guides   16%   0%   5%   10%   15%   20%   25%   30%   35%   40%   Product:  comScore  MobiLens,  US   Data:  Three  month  average  ending  June  2012  
    • CONSUMERS  SHOP  –  AND  BUY  ON-­‐DEVICE   Shopping  AcXviXes  with  Smartphone   June  2012   Found  store  locaXon   34%   Compared  product  prices     22%  Researched  product  features     21%   Found  coupons  or  deals     21%   Made  shopping  lists     20%   Purchased  goods  or  services     18%  Checked  product  availability     17%   0.0%   5.0%   10.0%   15.0%   20.0%   25.0%   30.0%   35.0%   40.0%   %  Smartphone  Audience   Product:  comScore  MobiLens   Data:  Three  month  average  ending    June  2012  
    • CONSUMERS  BUY  LOTS  OF  THINGS  ON-­‐DEVICE   Type  of  Goods  or  Services  Purchased  Using  Smartphone   June  2012   Clothing  or  accessories       33% Tickets       25% 19.7  million   Books  (not  ebooks)     22% U.S.   Smartphone   Daily  deals  or  discount  coupons     21% Shoppers  Consumer  electronics  /  household  appliances     20% Meals  for  delivery  or  pickup     20% Personal  care  /  hygiene  products     17% Gie  cerXficates     15% Groceries       15% Sports/Fitness  equipment     12% 0% 5% 10% 15% 20% 25% 30% 35% Product:  comScore  MobiLens,  US   % Purchased Goods or Services with Smartphone Data:  Three  month  average  ending    June  2012  
    • MOBILE  SHARE  OF  E-­‐COMMERCE  GROWING   Percentage  of  Total  e-­‐Commerce  Dollars  Spent  via  Mobile  or  Tablet  Device   Spike  in  percentage  of     9%   9%  e-­‐commerce  sales  via  mobile  coincides  with  surge  in  tablet   8%   8%   ownership   6%   6%   3%   3%   2%   Q2   Q3   Q4   Q1   Q2   Q3   Q4   Q1   Q2   2010   2010   2010   2011   2011   2011   2011   2012   2012   Source:  comScore  Mobile  Measurements  
    • VARYING  USE  OF  WEB/APPS  AMONG   RETAILERS     Top  Smartphone  Retail  ProperXes,    %  Share  of  Time  Spent  by  Access  Method   June  2012   Amazon   Wal-­‐Mart   Neklix   Target   Best  Buy   Redbox   Web  Ticketmaster   App   Blockbuster  Home  Depot   shopkick   Walgreens   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Product:  comScore  Mobile    Metrix  2.0,  US   Data:  June  2012  
    • MOBILE  DISRUPTING  BRICK  AND  MORTAR     PenetraXon  of  AcXviXes  Performed  on  Phone  While  in  Retail  Store   June  2012     Took  Picture  of  Product   21%  Texted  or  Called  Friends/Family  about  Product   18%   Scanned  a  Product  Barcode   17%   Sent  Picture  of  Product  to  Friends/Family   17%   Compared  Product  Prices   11%   Found  Store  LocaXon   10%   Found  Coupons  or  Deals   9%   Researched  Product  Features   7%   Checked  Product  Availability   5%   Product:  comScore  MobiLens,  US   Data:  Three  month  average  ending    June  2012  
    • SURGE  IN  QR  CODES  LAST  HOLIDAY  SEASON     §  Almost  21  million  U.S.  Smartphone  owners  scan  a  QR  Code  at  least  once  per  month    –   up  28%  since  Sep  2011   §  19%  or  nearly  1  in  5  smartphone  owners  currently  scan  QR  codes  each  month   §  48%  scanned  a  QR  Code  while  in  a  Retail  Store   QR  Code  Users  (M)  Among  Smartphone  Users   June  2012  25.0  20.0  15.0   19.9   19.8   20.9   16.3  10.0   5.0   0.0   Sep  2011   Dec  2011   Mar  2012   Jun  2012   Product:  comScore  MobiLens,  US   Data:  Three  month  average  ending    June  2012  
    • MOBILE  BRIDGES  PHYSICAL/DIGITAL  CHANNELS     Top  Sources  of  QR  Codes  Scanned  by  Smartphone  Owners   60%   June  2012     50%   46%   44%   40%   30%   26%   25%   20%   10%   0%   Printed  Magazine  or   Product  Packaging   Poster  or  Flyer  or   Website  on  PC   Newspaper   Kiosk   Mobile  provides  link   to      Newsprint                                          Retail                                                Outdoor                                          Digital   Source:  comScore  MobiLens   Data:  Three  month  average  ending  June  2012,  US  
    • OPPORTUNITIES  FOR  PUSH  AND  CHECK-­‐IN       Have  you  used  a  retail  app  to  alert  you  about  coupons/deals  based  on  your   locaXon  (push  noXficaXons)?   Among  Mobile  Shoppers     Yes,  I  would   like  to  be   No   No,  I  would   Yes   alerted   60%   not  be   40%   46%   interested   54%   Check  in  services  or  sharing  locaXon  for  a  reward/discount/deal  at  the  store     Among  Mobile  Shoppers   Yes, I would share my Yes,  I  use   No,  I  do  not   55%   location for a Check-­‐in   use  check-­‐in   discount Services   services     38%   62%   45%   No, I would not share my location Source:  Custom  Mobile  Retail  Advisor  Survey  April  2012   Source:  Custom  Mobile  Retail  Advisor  Survey  April  2012  
    • CASE  STUDY   Proprietary  and  ConfidenWal   22  
    • Technology  increasingly  influences  offline  purchases   80% of  purchases  are   “Web2Local”   determined  before  a   •  Web–influenced  offline  commerce   customer  leaves  the   is  a  more  aOracWve  segment  than   home   e-­‐commerce   •  Success  will  be  in  ability  to  prove   aOribuWon   •  $700  Billion  opportunity   Mobile  Influence  in  Food/Beverage   Bringing  Content  to  Context  Smartphone   Mobile   Projected   shopping   Frequency  of   influence   influence   adopXon   use  by  store   factor  (2012)   factor  (2012)   35%   58.2%   5.7%   18.7%  -­‐  23.0%   Proprietary  and  ConfidenWal   23  
    • Stubb’s  is  a  “Crae”  brand  compeXng  against  “Krae”-­‐size  companies  •  Stubb’s  is  the  #1  premium,  all  natural  BBQ   sauce  and  marinade  brand     –  #6  BBQ  sauce  and  #3  Marinade   –  Surrounded  by  large  CPG  brands  •  Stubb’s  is  available  on  shelf  at  leading   retailers  naWonwide  (86%  ACV)  •  Stubb’s  consumer  is  higher  income  (HHI  +   $75K),  educated,  with  families.    Also  lead  an   acWve  and  healthy  lifestyle.  •  Stubb’s  consumer  is  highly  loyal  -­‐  ranked  2nd   in  category  •  Stubb’s  brand  awareness  is  low  compared   to  big  brand   24  
    • Stubb’s  Opportunity   OpportuniXes   Can  We  Use   Find  the   •  Increase  trial  and   Technology?   Right  Partner   brand  awareness   •  Live  in  a  forward   •  CollaboraWon   •  Highlight   looking  city   •  Constant  IteraWon   differenWators   •  Every  mom  has  a   •  Test  market  new   smartphone   product  ideas     25  
    • FOTT  is  the  most  comprehensive  meal  planning  app    •  Helps  Mom  through  the  enWre   cooking  process   –  New  recipe  discovery   –  User’s  exisXng  recipes   –  Local  store  savings   –  Discover  personalized  recipes   –  Create  meal  plan   –  Build  shopping  list    
    • How  FOTT  does  it  •  Own  the  enWre  meal  planning  funnel  •  Can  place  shopper  markeWng  content  so  it  doesn’t  feel  like  adverWsing   What  should  I  make?   What’s  on  sale?   We  are  out  of…   Where’s  my  list?   Planning   Shopping   What  can  I  make  with  this?   Is  this  good  or  me?   Where  do  I  find…?   I  want  the  one  on  sale…  Proprietary  and  ConfidenWal   27  
    • Case  Study:    Campaign  Elements   Recipe   Sponsored  Recipe   Branding  and  PromoXon   Preference     Category     on  Grocery  List   28  
    •  Case  Study:    Grew  market  for  barbecue  sauce  recipes   Details   Results     •  Campaign  targeted  a   •  260%  increase  in  number   staWsWcally  significant   of  users  adding  BBQ  sauce   number  of  mobile  users   recipes  to  their  meal  plans   across  2006  stores  in  8   •  25%  increase  in  the   grocery  chains  from  7/3/12   number  of  BBQ  sauce   –  7/23/12   recipes  added  per  user   335% Increase in BBQ Sauce recipes added! (compared  to  non-­‐promoWonal  stores)   Proprietary  and  ConfidenWal   29  
    • Trial  &  Review:  New,  Seasonal  Stubb’s  Green  Chile  Marinade  •  Stubb’s  is  tesWng  seasonal   product  concept  •  Used  part  of  FOTT’s  Consumer   Panel  for  Trial  and  Feedback   –  Oversubscribed  in  an  hour   –  100%  compleWon  rate   –  7  day  turnaround  •  Feedback  on  Stubb’s  Facebook   page  and  FOTT  recipes   –  26  photos   –  19  Facebook  posts   –  21  recipe/product  reviews   30  
    • What’s  Next:    The  EvoluXon  of  CollaboraXon   Target  by   Target  Retailer  at  the     Panel  TesXng  New   True  Seasonality   Store  Level   Concepts   January   July   80º  BOS   PHX   BOS   PHX  •  TradiWonal  retailers  insist   •  NEW  Stubb’s  Spice  Rubs   •  Stubb’s  is  creaWng  new   promoWons  be  a  specific  Wme,   are  only  available  in  select   seasonal  products  as  well  as   implying  the  same  seasonality   stores  at  certain  retailers   other  new  products     for  every  region   •  Promote  Rubs  only  to   •  Use  Food  on  the  Table’s  •  Extend  promoWonal  calendar   consumers  at  that  store   consumer  panel  to  test  new   by  target  consumers  based  on   products  before  they’ve  even   true  seasonality   hit  the  boOle  
    • CASE  STUDY   Proprietary  and  ConfidenWal   32  
    • Technology  is  Reshaping…  •  Consumer  wants,  needs,  expectaWons  •  Shopping  behaviors  •  The  retail  experience  •  How  brands  plan  and  execute  shopper   markeWng  iniWaWves  
    • CPG  Brands  are  Accustomed  to  Planning  Across  the  Path  to  Purchase  
    • Digital  Path  to  Purchase   and  the  Mobile  Mediator   Contextually-­‐ Need/ OpXons   Relevant   Desire   Choice   Select  &   Navigate   Buy   Validate   ‘Store’   Brand   Capture   Share  /   Experience   Experience   Advocate  
    • IdenXficaXon  of  growth  opportuniXes  emerge   from  the  intersecXon  of  4  “lenses”  What  are  the   What  are  retailer’s  strategic   ConAgra’s  strategic   Retailer  prioriWes  and   prioriWes  and  growth  drivers?   growth  drivers?  What  is  most     What  segments  important  to   are  growing   Shopper   Category  the  shopper  or   (Products,  Price  consumer?     Tiers)?  What  gaps   exist?         36
    • Frozen  AcXvaXon  OpportuniXes  /  Strategic  Levers   • PercepWon  of   • PercepWon  of   higher  prices   complex,  Wme-­‐ consuming  aisles   • PercepWon  of   • Low  conversion   less  variety   between  Frozen  &   GM   • Focus  on  GM   during  Season   37  
    • EXPANDING  THE  MEANING  OF  VALUE  
    • Building  value  into  the  MarkeWng   Make  Your  List  &  Earn  Points   Manage  Points,  Redeem  &  Track  
    • DELIVERING  ASSORTMENT  WITH  DIGITAL  
    • Expanding  Consumer  Views  on  Product  Offerings  
    • DRIVING  SHOPABILITY  WITH  A  DIGITAL  DESTINATION  
    • DIGITALDESTINATION
    • DRIVING  BRAND  ENGAGEMENT  IN  UNEXPECTED  PLACES  
    • OUT OF HOMESHOPPING
    • DRIVING  IMMEDIATE  ENGAGEMENT  &  GM  CONVERSION  
    • PRINT-BASEDSHOPPING
    • Remember  the  4  Lenses   Retailer   Brand   Shopper   Category  
    • QUESTIONS?  
    • LET’S  GET  OUR  HANDS  ON,  ON.