Mobile Moments Mobile scores highly Vs other channels Reach Targeting Engagement Viral TransactionMobileInternetTVPrintRadioOutdoor Chetan Sharma, January 2011, via Neilsen
Mobile MomentsUnderstand speci c behaviours TNS: http://discovermobilelife.com/
Mobile Moments Mindsets Motives Moods ModeWhat people want Why people need How people feel How People do it
Mobile MomentsThe Consumer perspective: The Journey
Mobile MomentsThe Business perspective1. Yield management is about optimising limited and perishable resources through timely pricing and communications. Think about the Choice Architecture of consumers at different stages Decision Criteria “Would you like an upgrade “Yes. Upgrade me!” Day before Sensory for $350?” I deserve: Moments Would you pay more or less for an empty flight? Text people a few days before a flight and ask them if they would like to swap to a less Full flight. 2. Economics of Satisfaction relates to the economic impact of ensuring the customers are “satisfied” to drivepurchase, repeat purchase & advocacy; as well as reduce customer service issues and minimise negative word of mouth.
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Mobile Moments1. Be Contextual #wisdomfromtheurinal
Mobile MomentsRetail installations can help provide consumers with “sales Aid” and generate commitment to the brand. Flights to Sydney You can get a 10% saving from using AMEX when buying holidays and ights with travel insurance.
Mobile Moments 2. Be timely & Placely Scratch your customer’s itch before they know they need to
From Armed To Charmed Fear Of The Tech-Empowered Shopper
From Armed To CharmedMobile Changing Shopping Behavior.....
From Armed To Charmed .....But be aware of aggregate data “In$a$December$survey$conducted$for$the$NRF,$about$11$percent$of$shoppers$said$they$had$used$a$smart$phone$for$holiday$shopping.$Of$those$who$did,$26$percent$made$a$purchase,$34$percent$read$ product$reviews$and$60$percent$browsed$for$giFs$on$their$phones.“ 60%$of$11%$is$6.6% 34%$of$11%$is$3.7% 26%$of$11%$is$2.8%
From Armed To Charmed Mobile Shopper Research StudyShoppers Experts
From Armed To Charmed Adoption of Mobile Shopping ServicesSmart$phones$crossing$the$chasm 5% 15% 30% 30% 20% Innovators Opinion Early Late Laggards Leaders Majority Majority Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
From Armed To CharmedThe year of the “not so smart” phone user
From Armed To Charmed Early Adoption All the basics + Bleeding edge apps and servicesInnovators 42% have used retailer apps Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
From Armed To Charmed Opinion Leader Actively using a broad set of mobile web-based search, social, and comparison tools while shopping Opinion Leaders77% use search to look up product information in store Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
From Armed To Charmed Early Main Stream Simple-Savvy mobile shoppers; using email & text as primary device for brand comms Early Majority27% receive daily or weekly messages from brands Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
From Armed To Charmed Mass Market Mostly online shopping tools; consumer reports, printing coupons, Facebook Late Majority54% connect with friends while shopping Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
From Armed To Charmed Key Takeaway - Mobile following onlineLOOKED$THEN$BOUGHT$ LOOKED$THEN$BOUGHT$BY$PHONE BY$ONLINEInnovators Opinion Early Late Laggards Leaders Majority Majority LOOKED-AT-A-PRODUCT-IN-STORE-AND-THEN-BOUGHT-ONLINE $ 85%$ 74%$ 66%$ 54%$ 29% LOOKED-AT-A-PRODUCT-IN-STORE-AND-THEN-BOUGHT-ON-PHONE $ 71%$ 27%$ 8%$ 1%$ 0% Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
From Armed To Charmed Majority Adoption = ROITrusted?Learned?Needed?Simplifying? Innovators Opinion Early Late Laggards Leaders Majority Majority Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
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