The Mobile Shopper - From Armed to Charmed presentation

44,979 views

Published on

For consumers and organizations it is not about mobile devices, but about new ways to access information, engage in conversation and interact with brands, services and their environment.
For Ogilvy, Mobile accelerates our programs, campaigns and platforms by augmenting it with utility, immediacy and contextuality. This presentation from OgilvyOne and OgilvyAction is a complimentary piece to the whitepaper.

Published in: Technology, Business
4 Comments
69 Likes
Statistics
Notes
No Downloads
Views
Total views
44,979
On SlideShare
0
From Embeds
0
Number of Embeds
8,311
Actions
Shares
0
Downloads
1,165
Comments
4
Likes
69
Embeds 0
No embeds

No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • OVERHEARD YESTERDAY: THE CONSUMERS ARE DEMANDING…REALLY?\n\nWhat we are generally seeing, is that consumers cannot articulate what future technologies they would use for one task or another. They are in general quite happy, if not OVERWHELMED with the multitude of tools at their hands just now. \n\nWHAT DRIVES INVENTION/INNOIVATION?\n
  • \n
  • HOT DATA FROM \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • HIGH DROP OFF RATES\n
  • Key Questions:\nLEARNED BEHAVIOR OR TRUE BEHAVIOR CHANGE?\nTRUE UTILITY IN EVERYDAY LIFE\nEASY TO LEARN/UNDERSTAND?\nSPEAK TO MY VERY HUMAN NEEDS (RECOGNITION, SOCIAL, INFORMATION…)\nTRUST\n\nSuccess:\nMaps, Yelp, TripIt, \n\n\nIn Crossing the Chasm (1991), Moore begins with the diffusion of innovations theory from Everett Rogers, and argues there is a chasm between the early adopters of the product (the technology enthusiasts and visionaries) and the early majority (the pragmatists). Moore believes visionaries and pragmatists have very different expectations, and he attempts to explore those differences and suggest techniques to successfully cross the "chasm," including choosing a target market, understanding the whole product concept, positioning the product, building a marketing strategy, choosing the most appropriate distribution channel and pricing.Technology adoption life cycle.Crossing the Chasm is closely related to the technology adoption lifecycle where five main segments are recognized; innovators, early adopters, early majority, late majority and laggards. According to Moore, the marketer should focus on one group of customers at a time, using each group as a base for marketing to the next group. The most difficult step is making the transition between visionaries (early adopters) and pragmatists (early majority). This is the chasm that he refers to. If a successful firm can create a bandwagon effect in which enough momentum builds, then the product becomes a de facto standard. However, Moore's theories are only applicable for disruptive or discontinuous innovations. Adoption of continuous innovations (that do not force a significant change of behavior by the customer) are still best described by the original technology adoption lifecycle. Confusion between continuous and discontinuous innovation is a leading cause of failure for high tech products\n
  • \n
  • \n
  • \n
  • \n
  • Another truth: Retail is all about Location, Location, Location\n\nPHYSICAL AND VIRTUAL, ADDING A SECOND POS\n  \nBut today, location is both physical, as well as virtual. So the truth has not changed, one just has to have prime real estate in both worlds. This also means, that the POS has lost some (not all) of its power in influencing decision making, as the journey is extending to pre and post purchase decision making and decision justification.\n
  • \n
  • MULTIPLE TOUCHPOINTS, \nANYTIME, AT ANY LOCATION\nMULTIPLE INFLUECER\nCHANCE TO CHANGE PRESUMTPION ALONG THE WAY, \nUNDERSTAND POST-PURCHASE BEHAVIOR\n \nNOT JUST FOCUS ON PRODUCT AND PRICE, BUT ON SERVICE AND INFORMATION\n\n\nFor brands it is important to understand, where the decision for a particular product is made. Through technology we see pre-decision making actually happening at home. It is one of the key questions for a lot of brands, how this decision can either be carried over to the POS, or (if you were not the lucky brand) how top change a mindset on the way to the POS or at the POS. This in very rare cases will end up in an execution for a particular brand (e.g. a branded app), but in an execution against an understanding of the touchpoints along the journey to the POS.\n
  • \n
  • \n
  • \n
  • Half a billion check-ins in the past 12 months on Foursquare alone\n
  • \n
  • \n
  • ALL LINKED TOGETHER BY DATA, THROUGH A SINGLE DEVICE\n\n[EXAMPLE: O2 Media Starbucks, Geo Fencing 1800 Starbucks Stores, Location and personal data, 50p off, 23% redemption rate]\n\n\nThe cell phone basically is the “one location”, where data about an individual, their preferences, the past behavior, their social patterns and their location all come together. It also is the place where in the future those bonus points get collected [EXAMPLE?]. It is the ultimate database that everybody would love to tap into. Because combining this data in an intelligent sense allows you to understand and anticipate context (store) and intent (shopper) to the best extend. Predictive targeting that does not feel intrusive is the ultimate achievement. \n[EXAMPLE: O2 Media Starbucks, Geo Fencing 1800 Starbucks Stores, Location and personal data, 50p off, 23% redemption rate]\n
  • \n
  • \n
  • The Mobile Shopper - From Armed to Charmed presentation

    1. Mobile@Ogilvy
    2. For
consumers
and
organiza0ons
it
is
not
 about
mobile
devices,
but
about
new
ways
 to
access
informa,on,
engage
in
 conversa,on
and
interact
with
brands,
 services
and
their
environment.
 For
Ogilvy,
Mobile
accelerates
our
programs,
 campaigns
and
pla;orms
by
augmen0ng
it
 with
u,lity,
immediacy
and
contextuality.2
    3. The
Mobile
Shopper
‐From
Armed
to
CharmedMar0n
Lange,
OgilvyOne
NYC Mobile@Ogilvy
    4. 4
    5. Mobile
Changes
Shopping
BehaviorSource: Google Research5
    6. “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%6
    7. Clearing
the
Fog‐ Today’s
Reality “The
consumer
is
blissfully
unaware
and
does
not
really
have
 any
requirements” 
 
 
 ‐
Maarten
Albarda,
Anheuser‐Busch
/
Inbev7
    8. 8
    9. Adop,on
of
Mobile
Services
‐
 an
Ogilvy
Research 5% 15% 30% 30% 20% Innovators Opinion Early Late Laggards Leaders Majority Majority Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=5009
    10. Early
Adop,on Blackberry Next
Tag Android Red
Laser Being
Social Gilt
Group Mydailydeal Coupon
Sherpa Yelp RoVen
Tomatoes Epinions Tweeted
nega0vely
about
brand Zappos
 Innovators Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50010
    11. Opinion
Leader Own
iPhone Searched
Google
from
store
 Intend
to
buy
Kindle for
product
info CitySearch Scanned
QR
or
barcode TwiVer Shopped
at
retail
then
bought
 LinkedIn online Bizrate Asked
store
to
match
price
 shown
phone Opinion Leaders Penetration >25% & <20% in next group Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50011
    12. Early
Main
Stream Own
smartphone Likely
to
buy
iPad Coupons
via
text
message
 Groupon Early Majority Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50012
    13. Broad
Adop,on Become
a
fan
of
a
brand
on
Facebook Asked
store
to
match
a
price
from
a
 printout Use
Consumer
Reports
online Late Majority Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50013
    14. Universal Facebook Ebay Craig’s
List Amazon PayPal Shopped
retail
then
bought
online Phoned
from
store
for
opinion Laggards Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50014
    15. Mobile
following
online LOOKED
THEN
BOUGHT
 LOOKED
THEN
BOUGHT
 ON
PHONE ONLINE Innovators 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: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50015
    16. Crossing
the
Chasm Trusted? Learned? Needed? Simplifying? Innovators Opinion Early Late Laggards Leaders Majority Majority Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50016
    17. 17
    18. Looking
Ahead
‐ Tomorrow’s
 Opportuni,es “The
adop*on
of
commerce
on
the
mobile
is
 much
quicker
than
people
had
an*cipated.” 
 ‐
Shaun
Gregory,
 O2
Media18
    19. 19
    20. Old
Marketplace
Rules,
 New
Shopper
Tools20
    21. Loca,on,
Loca,on,
Loca,on21
    22. Loca,on,
Loca,on,
Loca,on21
    23. Pain
Points
&
Immediate
Relief Promo,on
Hunts,
One‐Off
Sales
 &
Condi,oned
Consumers Supply
Chain
Transparency
 &
Legal
Ac,on Physical
POS
 &
Virtual
POS Customer
vs.
 Sen,ment
 Organiza,onal
Readiness &
Mi,ga,on22
    24. Re‐Thinking
the
Shopper
Journey Trigger Planning On
the
Move At
the
POS Post
Purchase Experience
Products23
    25. Thought
Starters24
    26. A
Brand
is
Never
Alone Thought
Starters25
    27. But
there
is
new
Shelf
Space
available
 Thought
Starters ‐
Digital
Shelf
Space26
    28. Checking
in
for
(in
this
order)
Loyalty,
 Customer
Service,
Inventory
and
Deals
27
    29. Empower
Your
Staff28
    30. Understand
Social
Pla^orms
in
the
 Shopping
Context29
    31. An,cipate
Intent
through
 leveraging
Data Facebook
Friends Last
Check
Ins Purchase
History Music
Taste Loca0on Time Socio
Demographics30
    32. 31
    33. THANK
YOU Mar0n
Lange,
mar0n.lange@ogilvy.com,
@macaccess,
 #MobileatOgilvy32 Mobile@Ogilvy

    ×