Our talk at the Stores Specialists Inc. 1st Internal Digital Conference. SSI is the exclusive distributor of top high-end / luxury brands in the Philippines.

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

30. Reinventing Couponing

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

33. Register Choose Redeem

34. Social Amplification

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

37. #2 Dominate Search

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

48. 32
SOCIAL = MOBILE

49. Kellogg’s Instashop
53

50. Allium Restaurant : Pay with a Post
54

51. COMODO:
The Instagram Menu

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

59. 43
Health Insurance

60. 44
WeChat Vending Machines

61. 16
New York Apartment - $13M

62. 10
Stickers
1 billion stickers/day
$66M revenue

63. 11
Mobile Coupons

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

81. Source: Cisco, 2013

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

89. Co-creating products

90. Choose design Customize Buy
Personalize your Uniqlo

91. Will mobile eventually obsolete
traditional loyalty cards?

92. Deals Rewards Freebies

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

95. 94
Managing Director
Mobext Asia-Pacific
arthur.policarpio@mobext.com
+639175694375
@art_policarpio (Twitter)