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 shopping journey.

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Shopper Showrooming: Retailer Strategies in a Smartphone World

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

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