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Shopper Showrooming: Retailer Strategies in a Smartphone World
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Shopper Showrooming: Retailer Strategies in a Smartphone World

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In his Shopper Marketing Asia 2014 talk, our CEO Arthur Policarpio discuss showrooming and reverse showrooming. He also gives strategies on how retailers can respond by integrating mobile in the …

In his Shopper Marketing Asia 2014 talk, our CEO Arthur Policarpio discuss showrooming and reverse showrooming. He also gives strategies on how retailers can respond by integrating mobile in the shopping journey.

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  • 1. Shopper Showrooming: Retailer Strategies in a Smartphone World by Arthur Policarpio Head of Mobext Asia-Pacific Phuc.Truong@mobext.com
  • 2. The world’s largest mobile marketing agency network 21 offices worldwide and growing
  • 3. Full Service Agency EMERGING TECHNOLOGIES DEVELOPMENT SITE & APP MEDIA PLANNING & BUYING DISPLAY/RICH MEDIA SOCIALLOCATION MULTIPLATFORMAPPS VIDEO/GAMES SMS/IMAGE RECOGNITION QR/2D/BAR CODES AUGMENTEDREALITY Phuc.Truong@mobext.com SEARCH 3
  • 4. Amazon Push for Showrooming
  • 5. Smartphone Growth = Showrooming Explosion Source: TNS Global 2013
  • 6. Who are the Showroomers? Source: TNS Mobile Life 2013
  • 7. Why do they Engage in Showrooming?
  • 8. Retailers Fight Back
  • 9. But reverse showrooming, in fact, is a bigger trend Source: Accenture 2013
  • 10. What is reverse showrooming?
  • 11. Majority use their smartphones for research prior to purchase Source: Krillion, 2013
  • 12. What are consumers searching for on mobile? Source: Google 2013
  • 13. Digital Has Transformed the Shopper Path to Purchase Then
  • 14. Now
  • 15. How should retailers respond?
  • 16. STRATEGY #1: Invest in mobile + social to drive word-of-mouth marketing
  • 17. SOCIAL MEDIA = MOBILE 945 M active monthly mobile users (out of 1.23 bn total monthly users) 53% of total revenues coming from mobile *(Facebook 2013 Q4 report) 75% monthly active users coming from mobile 65% of revenues come from mobile *(Twitter 2013 Q43report) ¾ of all usage comes from mobile
  • 18. Time spent on mobile social > desktop
  • 19. Asia leads mobile-social use
  • 20. What are retailers doing on social media?
  • 21. Walmart on Facebook Most followed retailer, with over 34 M fans!
  • 22. “My Local Walmart” Facebook program
  • 23. Nordstrom on Pinterest Most followed brand, with 4.4 million followers
  • 24. in-store integration of social “voting”
  • 25. Saks Fifth Avenue on Vine #SaksIn6 : Recreating instore tutorials in 6 seconds
  • 26. STRATEGY #2: Integrate mobile across all media to drive in-store visits and trial
  • 27. Bring catalogues to life: IKEA
  • 28. IKEA Augmented Reality catalogue
  • 29. Unlock exclusive content: Macy’s Backstage Pass
  • 30. Macy’s Backstage Pass
  • 31. Target: Get gift ideas anywhere with QR
  • 32. Get in-store deals with mobile coupons
  • 33. STRATEGY #3: Dominate Search
  • 34. Mobile search will surpass desktop
  • 35. Searches done on mobile lead to immediate conversion Source: Google & Nielsen
  • 36. Create smarter search ads Google’s Enhanced Campaigns
  • 37. STRATEGY #4: Invest in location-based marketing
  • 38. Google Map ads • Reach customers searching for businesses like yours on Google Maps • Click-to-call and tap for directions
  • 39. Mobile points customers to your direction
  • 40. McDonald’s Extended Hours: Driving business to late-night stores through mobile ads
  • 41. 2014: The Year of the Beacons?
  • 42. How do iBeacons work?
  • 43. STRATEGY #5: Invest in your own mCommerce site + app
  • 44. Walmart‘s mobile app users... Make 4 more trips each month than non-mobile user • • Spend 40% more than the average shopper
  • 45. In-store mode • See what’s new & on sale • Create shopping lists • Scan and Go
  • 46. Out –of-Store mode Check items in-store Check inventory + delivery
  • 47. 12% of online sales from the app happen during the app’s in-store mode
  • 48. Scan and Go
  • 49. 49
  • 50. STRATEGY #6: Mobilize your loyalty program
  • 51. SHOPKICK: Earn points just by walking in-store
  • 52. How big is Shopkick? #1 Shopping app 7 million gift cards redeemed $800 M Sales delivered to partners 70 million Product scans *More frequent and prolonged usage than physical retailers’ own apps, including Starbucks, Walmart, Walgreens, and Safeway
  • 53. CONCLUSION
  • 54. Integrate Mobile in the Shopper Journey AWARENESS LOYALTY TRIAL PURCHASE CONSIDERATION
  • 55. Mr. Arthur Policarpio Managing Director Mobext Asia-Pacific arthur.policarpio@mobext.com +639175694375 @art_policarpio (Twitter) 56

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