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The Agency's View on Holiday Mobile Shopping

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  • 1. THE AGENCY’S VIEW ON HOLIDAY MOBILE SHOPPINGMartin Lange, OgilvyOne
  • 2. WHAT MAKES CHRISTMAS SHOPPING SPECIAL?
  • 3. 70% of all purchases are gifts
  • 4. This is not a gift, normally
  • 5. Gifts are personal, emotional, meaningful
  • 6. Christmas shopping is about atmosphere and experience
  • 7. But Christmas shopping is also about time pressure
  • 8. The large majority of purchases still happens in store
  • 9. Only 14% of smartphone users bought an item through their phone
  • 10. UNDERSTANDING THE MOBILE ENABLED SHOPER
  • 11. Asking the experts
  • 12. Asking the shopper
  • 13. What are typical services that shoppers are using?
    20%
    30%
    30%
    5%
    15%
    Innovators
    Opinion
    Leaders
    Early
    Majority
    Late
    Majority
    Laggards
    Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
  • 14. Innovators
    Blackberry
    Android
    Being Social
    Mydailydeal
    Yelp
    Epinions
    Zappos
    Next Tag
    Red Laser
    Gilt Group
    Coupon Sherpa
    Rotten Tomatoes
    Tweeted negatively about brand
    How to win an innovation halo
    Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
  • 15. Own iPhone
    Intend to buy Kindle
    CitySearch
    Twitter
    LinkedIn
    Bizrate
    Searched Google from store for product info
    Scanned QR or barcode
    Shopped at retail then bought online
    Asked store to match price shown phone
    Opinion
    Leaders
    On the verge to becoming mainstream?
    Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
  • 16. Early
    Majority
    Own smartphone
    Likely to buy iPad
    Coupons via text message
    Groupon
    Catering to the masses
    Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
  • 17. Late
    Majority
    Become a fan of a brand on Facebook
    Asked store to match a price from a printout
    Use Consumer Reports online
    Almost full adoption
    Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
  • 18. Facebook
    Ebay
    Craig’s List
    AmazonPayPal
    Shopped retail then boughtonline
    Phoned from store for opinion
    Laggards
    Universal behavior
    Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
  • 19. Innovators
    Opinion
    Leaders
    Early
    Majority
    Late
    Majority
    Laggards
    Trusted? Learned? Needed? Simplifying?
    Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
  • 20. THOUGHT STARTERS
  • 21. Aggregate where you find critical mass
  • 22. On mobile wish lists
  • 23. And shopping guides
  • 24. Find the digital shelf space
  • 25. Understand mobile search intent and optimize your offer
  • 26. The power of location-based targeting
  • 27. Shopper check in – for Loyalty, Customer Service, Inventory
  • 28. Empower staff – especially your “temps”
  • 29. Understand timing – Christmas starts early and ends late
  • 30. Connect the journey
  • 31. Whatever you plan for Christmas…… plan long term and holistically!
    Transaction – Lifetime – Advocacy - Collaboration
  • 32. THANK YOUmartin.lange@ogilvy.com, @macaccess