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Bricks + Mobile 2011 - Terrified Retailers Take Control
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Bricks + Mobile 2011 - Terrified Retailers Take Control

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The mobile in-store revolution: If Amazon is taking my customers what I can do about it? What’s working, what’s just hype, and what is coming? …

The mobile in-store revolution: If Amazon is taking my customers what I can do about it? What’s working, what’s just hype, and what is coming?

•In this session we will cover how the mobile phone is being used today by consumers to aid their in-store purchasing process.
•We will discuss the in-store research renegades who are using bar code scanners and google search to find better deals while they’re in the store. Is all this gaming and check-in technology hype or valuable?
•How is mobile NFC technology going to impact the checkout process?
•Where does mCommerce fit into the store environment? Is anyone going to scan a QR code while standing in a store

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  • There’s something happening in every type of retailer….
  • The mobile phone is empowering the consumer and creating an incredible threat or opportunity for retailers
  • The TRUTH
  • This is a little funny…
  • In 1985 there were less than 0.5MM mobile phones, today, more than 280MM in USSmartphone penetration > 50% in 2011Average lifespan = 1.5 yearsMore Content = More Usage = More Content
  • Limitations: has brand dilution problems.17% of Mobile Users have shown a clerk in a store a picture of a product on their mobile phone – insight expressUsed a coupon from a mobile app: 18-24yrs old 18%, 25-34yrs old 19%, 35-44yrs old 15%, Smartphone 23% - Insight expressMore than 1/3 of smartphone owners look for or use coupons in-store. - Insight express
  • Rolled out to 7000 stores in January 2011Over 3MM people have used it
  • VS is successful with a combination of brand messages and promotionsConsumers will only give phone # to brands they are passionate about, and they will opt out as soon as the program does not meet the promise from sign up
  • Very early stageLittle to no dataVery limited scale in very few cities
  • SHOPKICK – POSITIVESCreative drive-to-store programs with notificationsMixed retailer response to “game playing” in store instead of reinforcing shopping objectives
  • Facebook and Google – lots of activity in 2011
  • Negatives: No real scale solutions yetUnclear consumer receptivityToo many geo fences ruins it for everyonePeople willing to share their location?: TheFind finds people remain uncomfortable sharing location-based information with mobile apps until they discover reciprocal value. “We found that two-thirds of our users initially choose not to enablelocation-based services. However, almost all users start to either share their ZIP code or enable location-based services [via GPS] once they click our Nearby tab to search for items at local stores,”
  • Negatives:
  • RESEARCH: WHICH ONE SHOULD I BUY?
  • REVIEWS: IS THIS PRODUCT ANY GOOD? Access to consumer reviews – both direct form site and through 3rd parties – and its not just Consumer Electronics You’d be surprised how many products have reviews.
  • 2.  Terrified retailers take control: Mobile technologies that are transforming the in-store experience for consumers – Patrick Collins, CEO, 5th FingerThe mobile in-store revolution:  If Amazon is taking my customers what I can do about it? What’s working, what’s just hype, and what is coming?In this session we will cover how the mobile phone is being used today by consumers to aid their in-store purchasing process.We will discuss the in-store research renegades who are using bar code scanners and google search to find better deals while they’re in the store. Is all this gaming and check-in technology hype or valuable?How is mobile NFC technology going to impact the checkout process?Where does mCommerce fit into the store environment? Is anyone going to scan a QR code while standing in a store?
  • Transcript

    • 1. Terrified retailers take control
      Mobile technologies that are transforming the in-store experience for consumers
    • 2. Look out into your store…
    • 3. Look out into your store…
    • 4.
    • 5. WHAT IS IN-STORE MOBILE?
      THIS IS INASTORE, ONA MOBILE
    • 6. WHAT IS IN-STORE MOBILE?
      Any mobile experience that drives consumers into a store and converts shoppers into buyers
    • 7. WHAT IS MAKING IT HAPPEN?
    • 8. INTRODUCTION
      Patrick Collins, CEO 5th Finger
      • Established in 2000 in Sydney, Australia; Moved global headquarters to SF in 2008
      • 9. Full Mobile Marketing solutions provider: Mobility Planning, SMS Loyalty Programs, m-Commerce, App Development, Mobile Web
      • 10. Recent award-winning work for Coke, Victoria’s Secret
      • 11. Award winning platform: RedShop mCommerce and RedShop Loyalty.
      • 12. Pioneers in the field of Bricks + Mobile
    • MOBILE IMPACT PRE-STORE AND IN-STORE
      MOBILE OPPORTUNITY MAP
      Enhance RETAILER marketing programs to drive foot traffic
      (pre-store)
      Support CONSUMER behaviors to convert shoppers into buyers
      (in-store)
    • COUPONS
      • No more “coupon orphans” at bottom of purse, left on printer, console of car
      • 20. Ability to scalably deliver personalized offers
      • 21. Great mobile “gateway” experience
      • 22. Engage your most loyal customers
      • 23. Promote brands and store
    • LOYALTY CARDS/PROGRAMS
      • Low impact enrollment, phone # as universal identity
      • 24. Creates communication channel, not just member identification
      • 25. Upgrade loyalty program to become a catalyst program
      • 26. Potentially lucrative payments opportunities
    • LOYALTY CARDS/PROGRAMS
      • Low impact enrollment, phone # as universal identity
      • 27. Creates communication channel, not just member identification
      • 28. Upgrade loyalty program to become a catalyst program
      • 29. Potentially lucrative payments opportunities
    • LOYALTY CARDS/PROGRAMS
      • Low impact enrollment, phone # as universal identity
      • 30. Creates communication channel, not just member identification
      • 31. Upgrade loyalty program to become a catalyst program
      • 32. Potentially lucrative payments opportunities
    • CHECK-IN/GAMING/LOCATION-BASED
      • Incents consumers to announce store presence
      • 33. Consumers as advocates
      • 34. Instant Loyalty Program
      • 35. Real time customer segment marketing by type (new, existing), value and location
      • 36. In-store value delivery
    • CHECK-IN/GAMING/LOCATION-BASED
      • Incents consumers to announce store presence
      • 37. Consumers as advocates
      • 38. Instant Loyalty Program
      • 39. Real time customer segment marketing by type (new, existing), value and location
      • 40. In-store value delivery
    • CHECK-IN/GAMING/LOCATION-BASED
      • Incents consumers to announce store presence
      • 41. Consumers as advocates
      • 42. Instant Loyalty Program
      • 43. Real time customer segment marketing by type (new, existing), value and location
      • 44. In-store value delivery
    • GEO-FENCING
      • Gives brand a window into “where” customer is when they are outside of store
      • 45. Creates new context for marketing messages
      • 46. Engage consumers when they are near/in store
      • 47. Market to consumers when you believe they are going to be near the store
    • MULTI-CHANNEL MARKETING
      • Adds extra layers of information to print/outdoor
      • 48. Creates two way dialog to traditionally one-way communications
      • 49. Create marketing moments where consumer can take action
      • 50. Build dialog around static advertisements
    • PRE-STORE SUMMARY: mobile increases the impact and engagement of traditional retailer marketing programs
    • 51. RETAIL ALGEBRA
      WE DID A STUDY
    • 52. RETAIL ALGEBRA
      TEN consumers walk into a store…
    • 53. RETAIL ALGEBRA
      FOUR say “I’m buying today!”
    • 54. RETAIL ALGEBRA
      ONE actually makes a purchase
    • 55. RETAIL ALGEBRA
      #1 I couldn’t find anything I liked
      #2 I couldn’t find my size
      #3 I didn’t feel like waiting in line
    • 56.
    • 57. MOBILE IMPACT PRE-STORE AND IN-STORE
      MOBILE OPPORTUNITY MAP
      Enhance RETAILER marketing programs to drive foot traffic
      (pre-store)
      Support CONSUMER behaviors to convert shoppers into buyers
      (in-store)
    • CAN’T FIND ANYTHING I LIKE: RESEARCH
      • Increases in-store decision making ability
      • 65. Creates competitive pricing transparency
      • 66. Opens up competitive presence in your store
      • 67. Increase capacity of store associates – reduces required expertise
      • 68. Marketing opportunities during decision
    • CAN’T FIND ANYTHING I LIKE: RESEARCH
      • Increases in-store decision making ability
      • 69. Creates competitive pricing transparency
      • 70. Opens up competitive presence in your store
      • 71. Increase capacity of store associates – reduces required expertise
      • 72. Marketing opportunities during decision
    • CAN’T FIND ANYTHING I LIKE: INSPIRATION
      • 1:1 messaging channel
      • 73. Consumer supplies hardware for potential solutions
      • 74. Consumer ‘signals’ need for help
      • 75. Put the intelligence of 100 store associates or 1,000 friends into consumer hand
      • 76. Include escalation protocol for “push to associate”
    • CAN’T FIND ANYTHING I LIKE: INSPIRATION
      • 1:1 messaging channel
      • 77. Consumer supplies hardware for potential solutions
      • 78. Consumer ‘signals’ need for help
      • 79. Put the intelligence of 100 store associates or 1,000 friends into consumer hand
      • 80. Include escalation protocol for “push to associate”
    • CAN’T FIND ANYTHING I LIKE: QR CODES
      Connecting consumers with research, and inspiration
    • 81. NO WAITING IN LINE: SELF-CHECKOUT
      • Consumer + consumer technology replaces cashier
      • 82. Faster development of “POS” technology
      • 83. Marketing opportunities as basket fills
      • 84. Retail opportunities not limited to POS presence
    • NO WAITING IN LINE: MOBILE ASSOCIATE CHECKOUT
      • Distributed check-out improves store flow
      • 85. Puts ‘check out’ in hands of a seller
      • 86. New ad hoc retail locations not tied to installed POS (e.g., Apple SXSW store)
      • 87. Cashier as upseller
    • NO WAITING IN LINE: NFC
      For 2011, NFC = “Not For Christmas”
      • Reduce speed of checkout
      • 88. Displace loyalty cards and credit cards
      • 89. Provide easy access to information
      • 90. Improve checkout flow through
      • 91. Create information layer inside of store
      2012?
    • 92. IN-STORE SUMMARY: Inspiration
      QR Codes
      Self-checkout
      Associate Checkout
      NFC
    • 93. WRAPUP
      MOBILE OPPORTUNITY MAP
      Enhance RETAILER marketing programs to drive foot traffic
      (pre-store)
      Support CONSUMER behaviors to convert shoppers into buyers
      (in-store)
    • thanks

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