Mobile Personalization: The New Anti-Showrooming Weapon
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Consumers today are savvier than ever with their smartphones. Forty-four percent report that they frequently use their smartphones in-store to comparison shop, making this a legitimate concern for retailers. With showrooming now a mainstream consumer behavior, retailers are aggressively seeking new weapons to encourage shoppers to complete purchases in their stores. Personalization in mobile is quickly becoming the answer to this growing consumer trend. When retailers take a personalized approach to their mobile marketing efforts, consumers take notice and take action. Learn about consumers’ attitudes and behaviors related to showrooming based on consumer research, as well as actions retailers can take to drive in-store transactions. -
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Mobile Personalization: The New Anti-Showrooming Weapon
- 1. 2013 Mobile Consumer Trends! Combat Showrooming with Personalization NOVEMBER 6, 2013! Jack Philbin, Co-Founder & CEO, Vibes Chairman of the Mobile Marketing Association (MMA) North America! @JackPhilbin! #Showrooming!
- 2. 2 Discussion topics Showrooming 2.0! Personalization! Mobile Wallet! #Showrooming! Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
- 3. Showrooming 2.0! #Showrooming! Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential 3
- 4. The current state of showrooming! 4 Showrooming — frequency of smartphone use for in-store comparison shopping/purchasing! Net 44%! 17% 26% 20% 19% 12% 7% Every time I shop! Most of the time! Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential Often! Sometimes! Rarely! Never!
- 5. Profile of the showrooming shopper! 5 Children present?! Age! Showroomers! 44.2%! 24.7%! 20.7%! 17.7%! 15.9%! 17.5%! 14%! 9.4%! 6.7%! 18 - 24! Yes 48.2% No 51.8% 23%! 25 - 34! Showroomers! 35 - 44! 45 - 54! 55 - 64! 4.9%! 1.2%! Non-showroomers! 65 or older! Non-showroomers! Yes 38.5% No 61.5% Source: Vibes 2013 Mobile Consumer Survey – August 2013 Source: Vibes 2013 Mobile Confidential ©2013 Vibes All rights reserved. Consumer Survey – August 2013 Base: Total n=1,000
- 6. Smartphone usage in-store explodes! Recent in-store behaviors! 2012 SHOWROOMING BEHAVIOR Showrooming increased 156% in 2013 2013 33%! Compared prices on a competitor’s website! Purchased a product from a competitor! 9%! 11%! Purchased a product from the store’s website after you’d left the store! Researched a product on the store’s website! Looked up a product review! Beyond Showrooming! 6 Used a company’s app in the store! Scanned a QR Code for product information or an offer! Checked-in using a location-based service (i.e., Foursquare) to get a deal or offer! Sent a text message to join a subscription list! Sent a text message to get more information on a product or offer! Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential 49%! 23%! 24%! 20%! 40%! 31%! 17%! 25%! 27%! 31%! 12%! 19%! 9%! 18%! 10%! 15%! 49%! 2013! Source: Vibes 2013 Mobile Consumer Survey – August 2013 Base: Total n=1,000 2012 Source: Vibes 2012 Mobile Consumer Survey – August 2012 Base: Total n=1,000
- 7. 186% increase in new purchases due to in-store text or QR scan! Impact of in-store text/QR scan (31% of total sample)! 186% 47%! 42%! 40%! 14%! I made a purchase I hadn’t planned to because of the information I received! I was going to make the purchase anyway, but felt better about it! 2012 2013 Source: Vibes 2013 Mobile Consumer Survey – August 2013 Source: Vibes 2013 Mobile Confidential ©2013 Vibes All rights reserved. Consumer Survey – August 2013 Base: Total n=1,000 22%! 12%! I was going to make the purchase, but the information didn’t sway me! 5%! 7%! The information dissuaded me from making the purchase! 7
- 8. Retailers have a 50/50 shot of combatting showrooming! Action taken after in-store price comparison (49% of total sample)! 47%! 45%! 37% 31% 7%! 10% 8% 6% 6% 1% I made the I used the purchase information while I was into get a better price store, paying at the store the price that where I was was marked! shopping! I purchased the item online at Amazon! I purchased the item online at a competitor’s website! Source: Vibes 2013 Mobile Consumer Survey – August 2013 Source: Vibes 2013 Mobile Confidential ©2013 Vibes All rights reserved. Consumer Survey – August 2013 Base: Total n=1,000 I purchased the item in a competitor’s physical store! I did not purchase the item anywhere! None of the above! 8
- 9. Embrace, rather than ‘combat’ showrooming! “Your Ultimate Holiday Showroom”! Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential 9
- 10. Personalization: The anti-showrooming weapon! #Showrooming! Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential 10
- 11. The text message advantage! 11 Text 97.0% Text Open Rates! 28.5% Email Open Rates! 28.5% of Emails are opened according to the Q2 2013 Email Trends & Benchmark report by the Email Institute / Epsilon! Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential 97.0% of text messages are opened according to Juniper Research, and 90% of those messages are read within the first 4-6 minutes!
- 12. The personalization disconnect! 89% of consumers would sign up for mobile messages if they were personalized! Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential 12 18% of consumers frequently see personalization from retailers and brands!
- 13. Personalization preferences! 13 Most important aspects of personalization! 60% Uses your preferences – favorite sizes, brands, shopping categories! 20% Timeliness – when you’re getting ready to purchase that item! Source: Vibes 2013 Mobile Consumer Survey – August 2013 Source: Vibes 2013 Mobile Confidential ©2013 Vibes All rights reserved. Consumer Survey – August 2013 Base: Total n=1,000 13% Location – when you’re in the store or around the store! 8% Uses your name!
- 14. Building your mobile relationships! 14 What entices you to subscribe to a retailer or brand?! 79%! 70%! 46%! 32%! Incentives or coupons! 45%! 29%! Product info & updates! 2012 2012 Source: Vibes 2012 Mobile Consumer Survey – Source: Vibes 2013 Mobile Consumer Survey – August 2013 August 2012 Base: Total n=1,000 ©2013 Vibes All rights reserved. Confidential Exclusive content! 43%! 27%! Store news & events! 2013 2013! Source: Vibes 2013 Mobile Consumer Survey – August 2013 Base: Total n=1,00
- 15. Mobile Wallet Marketing! #Showrooming! Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential 15
- 16. Game changing technology for marketers! § One in three consumers have used the non-payment side of mobile wallets - Passbook (launched 9/2012) - Google Wallet (launched 9/2013) § Both Passbook & Google Wallet mobilize offers/coupons, loyalty cards, boarding passes, etc. § Key benefits of mobile wallet - - - Convenience Location reminders Ability to easily update Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential 16
- 17. The non-payment opportunity for marketers! 17 The real opportunity for marketers with mobile wallet is in the non-payment arena It’s the leather! Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential …not the plastic!
- 18. Mobile wallet in action…! Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential 18
- 19. Seeing is believing… let’s try it out!! 19 Text STYLE to 84237! Google Wallet Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential Apple Passbook Other
- 20. Mobile wallet combines time, location and interaction! User enters within a 100-meter radius of a location ! and receives a notification to their phone Build-AVibes Bear Workshop Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential 20
- 21. Personalization drives stronger ROI! INSERT NAME Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential INSERT NAME 21 INSERT NAME
- 22. Mobile wallet has proven to be effective for marketers! Sample metrics from early Passbook programs:! § 64% more conversions from Passbook vs. mobile web § 32% of customers who clicked on the offer redeemed it in-store § 24% increase in average order value with Passbook Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential Source: Vibes Passbook Program client metrics 22
- 23. What is your definition of a “mobile wallet”?! § 23 48% of consumers are aware of the non-payment side of mobile wallet Understanding of what a mobile wallet is 33%! A mobile tool that allows me to pay for items directly from my phone Base: Total n=1,000 Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential 48%! 27%! A mobile tool that allows me to both pay for items with my phone and store information! 21%! A mobile tool that allows me to store information! 19%! I have no idea what a mobile wallet is or what it’s used for
- 24. Which mobile wallet feature would benefit you the most?! § 24 85% of consumers would receive some benefit from non-payment mobile wallets Mobile wallet benefits Digitizing paper items Organizing on your smartphone Managing point balances 13% 22% Time sensitive offers Automatically updated items 13% 19% 85% perceived benefit! Base: Total n=1,000 Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential 10% Location aware alerts No Benefit 7% 15%
- 25. How do you prefer to receive mobile wallet content?! § 25 Email is the most preferred method for receiving mobile wallet content (46%), followed by a retailer text message (20%), and retailer Apps (19%) Preferred method for receiving mobile wallet content 11% 20% Text message from the retailer 46% Email Base: Total n=1,000 Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential 19% App from the retailer Direct mail 4% Mobile banner advertisement
- 26. How often would you like to receive mobile wallet content?! § 26 The majority of consumers (55%) would prefer to receive mobile wallet content weekly Preferred frequency 12% Daily 55% Weekly 18% Monthly 3% Quarterly 1% Annually 12% Base: Total n=1,000 Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential Never
- 27. The mobile wallet advantage – 5 key benefits! 27 Time-sensitive offers! Update your mobile offers… frequently! Measurement & optimization! Location! Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential Personalize, Personalize,! Personalize,!
- 28. Three standout trends! § 28 Showrooming is a new reality that most retailers and marketers are seeking to understand and address. Research from the Vibes 2013 Mobile Consumer Report shows that personalization can help retailers combat showrooming. 156% increase in showrooming from 2012, and 36% increase in consumers using mobile devices to shop in-store! 89% of consumers want personalization, but only 18% see it frequently from retailers! Source: Vibes 2013 Mobile Consumer Survey – August 2013 Source: Vibes 2013 Mobile Confidential ©2013 Vibes All rights reserved. Consumer Survey – August 2013 Base: Total n=1,000 85% of consumers see the benefits of the non-payment side of the mobile wallet!
- 29. Mobile relationship management! § 29 Mobile Relationship Management is the convergence of technology, strategy, execution and data to deliver personalized mobile experiences along the customer journey.! Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
- 30. Get the reports and infographics! Download the Report and Infographic here http://www.vibes.com/mobilewallet Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential 30
- 31. 2013 Mobile Consumer Trends! Combat Showrooming with Personalization NOVEMBER 6, 2013! Jack Philbin, Co-Founder & CEO, Vibes Chairman of the Mobile Marketing Association (MMA) North America! @JackPhilbin! #Showrooming!
- 32. 32 Thank you!! www.vibes.com • hello@vibes.com 312.753.6330 main • 312.589.6960 sales Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential