Nic Newman - Tigerspike - Mobile Retail Summit

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Nic Newman - Tigerspike - Mobile Retail Summit

  1. 1. Going Mobile- The Big PictureUnlocking the Power of Personal MediaNic Newman26th January 2012
  2. 2. Connected TV Interactive surfaces Laptops PERSONAL MEDIA E-book ReadersTablets Home Appliances Game Consoles Car Audio & Visual Smart Phones
  3. 3. Apps are changing the way consumers shop in store and on line
  4. 4. FACILITATING in central LondonOF INTERACTION“Pop-up” stores NEW FORMSBETWEEN BRANDS & CONSUMERS On-line retails are experimenting with virtual “pop-up” stores where barcodes are scanned with a mobile app Ocado virtual store – Aug/Sep 2011 London St Pauls E-Bay virtual store – Aug/Sep 2011 London Soho Nestle Chokito proximity marketing trial
  5. 5. Apps change the way consumers shop 70% of Smartphone users use it while in Store Source: The Mobile Movement: Understanding Smartphone Consumers (2010)
  6. 6. Apps change the way consumers shop What do they do?% of Smartphone users use it to: Find a retailer 55% Compare prices 49% Get promotions 48% Read reviews and product info 44% Search in-store inventory 34% 0% 10% 20% 30% 40% 50% 60%
  7. 7. Apps change the way consumers shop online 54% spend more per purchase than on a smartphone (and 300% more likely to buy) Source: ADOBE analysis (2011)
  8. 8. Apps change the way consumers shop online 21% spend more per transaction than online Source: ADOBE analysis (2011)
  9. 9. Current trends inPersonal Media &retail
  10. 10. MACRO TRENDS IN PERSONAL MEDIA
  11. 11. TOURISM growth in smartphone ownership will have aThe strong AUSTRALIA MOBILE STRATEGYMARKET ANALYSIS consumer behaviourdramatic impact on retail 1 3 IN UK ADULTS OWN A SMARTPHONE THIS WILL GROW TO 50% BY THE END OF THIS YEAR YouGov
  12. 12. 1 in 4 UK households will owna tablet device by 2015 PwC, 2011
  13. 13. Smartphone Market Share 2010 - 2015 Android’s exceptional growth will continue for the next 12 months
  14. 14. Tablet Market Share 2010 - 2015 The iPad will dominate the tablet market for next 12 months
  15. 15. Many technologies will come into the market, some will have greater impact than others HTML 5 4G DATA Increasingly Coverage iPAD 3 popular worldwide TABLETS > 200m in VIRTUAL MediaHOW HOT NFC market, iOS CURRENCIES Becomes 10m + devices dominant Becoming location aware NOKIA in market widely used First Windows across the Device internet NOW MAR MAY JULY AUG NOV 2013
  16. 16. UK consumers have a very high propensity to use theirpersonal media devices for m-commerce 41% of retailers 50% of mobile Mobile makes up Convenience and expect to have a subscribers will pay 17% of the total E- security are key transactional for goods and commerce drivers site/app within the services by mobile audience next year by 2014 IAB mCommerce Report 2011
  17. 17. Whilst in transit, over lunch and at home after dinnerare peak times for mobile transactions Frequency of using mobile devices for purchase MORNING TRANSIT LUNCH OFFICE TRANSIT NIGHT Nielsen Australian Online Consumer Report 2011
  18. 18. For customers who want everything….
  19. 19. What is defining customer’s expectations?
  20. 20. The most successful and popular apps
  21. 21. Retail case study“My Woolies” for Woolworths
  22. 22. Background to Woolworths and the aims andobjectives of the project1. Not viewed as a market leader in digital2. Technical integration, security & performance key measure of success3. Customer points of pain Woolworths Supermarkets “My Woolies” Shopping Experience App iPhone and Android
  23. 23. Identify where in the consumer journey personal mediacan be used to drive returns SPARK / NEED M- commerce DELIVER RESEARCH & CONVENIENCE ENQUIRE Location Personal - INCREASE isation BASKET SIZE Search Loyalty DRIVE Point of FREQUENCY Sale Social FEEDBACK & BUILD ADVOCATE LOYALTY Cross Platform DECIDE & TRANSACT
  24. 24. Ask your customers what they want... identify thepoints of pain in the customer journey Woolworths Supermarkets “My Woolies” Shopping Experience App iPhone and Android
  25. 25. Leverage your existing audience to maximiseexposure and results Woolworths Supermarkets “My Woolies” Shopping Experience App iPhone and Android
  26. 26. Personal Media best practiceWoolworths “My Woolies” INSERT VIDEO HERE PLEASE Woolworths Supermarkets “My Woolies” Shopping Experience App iPhone and Android
  27. 27. Listening and learning from your customers iscritical to retention Woolworths Supermarkets “My Woolies” Shopping Experience App iPhone and Android
  28. 28. Where tostart
  29. 29. FACILITATING – Mobile Centre OF INTERACTIONGeneral Electric NEW FORMS of ExcellenceBETWEEN BRANDS & CONSUMERS
  30. 30. “ The experience is everything ”
  31. 31. Tigerspike Contact Details Nic Newman MD EMEA & Head of Strategy nic.newman@tigerspike.com(*) PwC, 2011

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