Bricks and Mobile - Brand in Hand- How Brands Can Influence the Shopping Trip


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While retailers have traditionally controlled the shopping experience, mobile marketing allows brands to provide shoppers with additional information to influence the purchase. Learn how brands are embracing the channel by looking at successful experiences that vary by low- and high-involvement categories, outside and within the store and across tactics from text messaging to the latest location-based apps. Understand how to prioritize solutions for your brand, which content to provide and how to leverage partnership opportunities with retailers and third party apps like ShopKick and FourSquare.

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Bricks and Mobile - Brand in Hand- How Brands Can Influence the Shopping Trip

  1. 1. Brand  in  Hand:  How  Brands  can  Influence  the  Shopping  Trip   Molly  Garris,  Digital  Strategy  Director,     Leo  Burne?  and  Arc  Worldwide   @girliefromthed  
  2. 2. 50 % will have a Smartphone by JanuarySource: US Smartphone Penetration and Projections, The NielsenCompany
  3. 3. In highly consideredcategories, we seepeoplecasuallybrowsingproductsjust because they can.
  4. 4. In low-involvementcategories,Smartphone ownersnow have the ability tolearn more,find deals andcompareoptions.
  5. 5. +The phone is quickly becoming America’sMOST IMPORTANT SHOPPINGPARTNER
  6. 6. Most marketers say they Yet, few marketers rate will utilize and their efforts as increase mobile "extremely" or "very" marketing in 2011. successful. % % 88 25Source: Association of National Advertisers and the Mobile Marketing Association, 2010
  7. 7. There is a gap between INTENT toexecute and INSIGHTS to execute
  8. 8. The Research
  9. 9. Mobile Shopping
  10. 10. Quantitative Research1800Mobile Phone Owners Online Survey 18-64 Sept. 2010
  11. 11. Qualitative Research30 Heavy & High Webcam & Flip cam / Experience Narratives / Potential Shopalongs Mobile Shoppers Appliances / Apparel / Dining / Groceries /Nov. 2010 General Shopping
  12. 12. Information found onretailer sitesisn’t enough Visit retailer website Visit manufacturer website 91% 79% 31% 21% Heavy Mobile Shoppers Light Mobile Shoppers Heavy Mobile Shoppers Light Mobile Shoppers
  13. 13. The website does The information seems more like annot seem to advertisement.provide details.
  14. 14. The shopping experience may besub-optimizedif retailers don’t utilizethe depth of information andrichness of experience that brandshave to offer.
  15. 15. Retailer Brand
  16. 16. A Macy’s shopper willsee basic informationabout the TAG Heuerwatch collection.However, a shoppermust visit the TAGHeuer mobile site toget specific details andunderstand thebenefits of thisluxurious watch.
  17. 17. With higherinvolvementcategories,mobile has to add value byenhancing the in-storeexperience.
  18. 18. Home Depot accommodates the DIY’er witheveryday tools but allows brands like Gliddenand Titan to educate with Product Demo Videos
  19. 19. Price comparison apps can provide more thanjust a great deal. Brands can now add uploadproduct photos, videos and feature details.Samsung even bought placement onShopSavvy. When shoppers scanned an iPad2,which then drove shoppers to buy a Galaxy Tabat Best Buy.
  20. 20. Sephora sprinkles customer review tags around the store on selectproducts, driving shoppers to read more on their mobile website.Additionally, How-To Videos for brands like Kat Von Dee and a Try It Ontool for OPI nail polish can be found on their mobile app.
  21. 21. Understandably,shoppersmay not beinterested inproduct selection,how-to’s and pricecomparison toolsfor your brand.
  22. 22. With low involvementcategories,mobile has to deliverexponential value.
  23. 23. Target allows its Guests to redeem mobile coupons at checkout. Shoppers opt in to the program on, receive weekly text messages with a link to a mobile website that displays all of the participating offers and the coupon bar code. The phone is scanned at checkout and shoppers watch the savings come off of their bill automatically.
  24. 24. Kraft’s iFood Assistantnot only helps shopperslocate recipes andmanage their shoppinglist, but the app alsointegrates with grocers’loyalty cards to delivermobile coupons vialoyalty card swipe.
  25. 25. Kingsford and Costcopartnered to provide allthings Backyard BBQ.Their co-branded websection includes:- Grilling videos and how-to’s,- Grilling tips and tricks,- Recipes and- BBQ music on Pandoraradio.
  26. 26. While retailers shouldlead withinfrastructure,Brands must support retailerswith rich content, offers andshopping tools.
  27. 27. Based on how shopping differsby brand category, there is nota one size fits all solution.
  28. 28. Every category has a unique imprint of relevant mobile activities. Restaurants Apparel Appliance CPG
  29. 29. There is a range ofactivityrelevance
  30. 30. The various mobileshoppingactivities canbe mapped onthis range ofrelevance
  31. 31. A strongmobilepresence ismore importantthan ever."
  32. 32. The Approach to your Brand in Hand!Start by understandingyour shopper"Prioritize needs Restaurants Appliance CPG Apparelbased on category" Consumer! Needs!Leverage partnershipsto develop andpromote strategicsolutions"
  33. 33. THANK YOU THANK YOUMolly Garris"Digital Strategy Director, "Arc Worldwide""@girliefromthed"