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
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?