The Mobile Shopper - From Armed to Charmed presentation

Mobile@Ogilvy

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

The Mobile Shopper ‐From Armed to CharmedMar0n Lange, OgilvyOne NYC Mobile@Ogilvy

Mobile Changes Shopping BehaviorSource: Google Research5

“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

Clearing the Fog‐ Today’s Reality “The consumer is blissfully unaware and does not really have  any requirements”       ‐ Maarten Albarda, Anheuser‐Busch / Inbev7

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

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

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

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

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

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

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

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

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

Old Marketplace Rules,  New Shopper Tools20

Loca,on, Loca,on, Loca,on21

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

Re‐Thinking the Shopper Journey Trigger Planning On the Move At the POS Post Purchase Experience Products23

Thought Starters24

A Brand is Never Alone Thought Starters25

But there is new Shelf Space available  Thought Starters ‐ Digital Shelf Space26

Checking in for (in this order) Loyalty,  Customer Service, Inventory and Deals 27

Empower Your Staﬀ28

Understand Social Pla^orms in the  Shopping Context29

An,cipate Intent through  leveraging Data Facebook Friends Last Check Ins Purchase History Music Taste Loca0on Time Socio Demographics30

THANK YOU Mar0n Lange, mar0n.lange@ogilvy.com, @macaccess,  #MobileatOgilvy32 Mobile@Ogilvy

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The Mobile Shopper - From Armed to Charmed presentation

by Ogilvy & Mather on Aug 02, 2011

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The Mobile Shopper - From Armed to Charmed presentation — Presentation Transcript