The Future of Hyper-‐local Df Loca-on Starts Here The Power o igital Media Services
ADCentricity…The Power of Loca-on Starts Here ADCENTRICITY is a loca-on-‐based solu-ons company. ADCentricity and its partners provide a suite of products and services that drive consumer engagement by selling and delivering relevant, contextual and targeted content to all types of loca-on-‐based digital media. Inﬂuence Customers on the Path to Purchase with Shopper Connect.
ADCentricity’s Shopper Connect Partners • Global leader in providing technology-‐enabled business solu-ons and services. • Support over 50 percent of the 2009 Global 500 General Merchandise retailers, Food and Grocery • 14,000 staﬀ, $1.2Bn in fees, wholesalers and Fashion brands. $3Bn in media under management • Innova-on and speed-‐to-‐market, enhanced customer experience and integra-on of mobility, POS and loyalty • Over 1,100 clients such as programs. Target, Sears, BMW, Chrysler, Prada, MicrosoX, Gucci, Budweiser • Market-‐leading digital signage plaMorm • Most award winning agency • Seamless, secure, integrated and scalable network in the world • Enterprise-‐class resource planning and content management plaMorm • Over 50% of our revenues are • Uninterrupted use in hospitals, banks, airports and retailers from digital marke-ng • Cloud-‐based network management and industry-‐leading customer service • 75 specialist agencies under one • Currently powering over 1,000 companies and 10,000 digital screens roof -‐ all best in class, and be]er together “The LBMA is currently working with ADCentricity and its partners in North America and Europe and is extremely excited about our rela-onship as they have the vision, products and services to deliver.” -‐ Asif Khan, President and Founder, Loca6on Based Marke6ng Associa6on
ADCentricity and CSC Partnership Our Partnership is a Unique CombinaJon of LocaJon-‐Aware Domain ExperJse, Retail Experience and Technological Know-‐How. CSC focuses on providing technology-‐enabled business solu-ons to meet business challenges Management ConsulJng Systems IntegraJon Outsourcing ADCentricity sells and delivers relevant, contextual and targeted content to customers on all types of loca-on-‐based digital media along the Path to Purchase
MDC Partners – Best in Class Marke-ng Services PorMolio ADVERTISING ADVERTSING BRANDING BRANDING DIGITAL DIGITAL MULTICULTURAL MULTICULTURAL PUBLIC RELATIONS PUBLIC RELATIONS SOCIAL MEDIA SOCIAL MEDIA SPORTS MARKETING SPORTS MARKETING EXPERIENTIAL MARKETING EXPERIENTIAL MARKETING SHOPPER MARKETING SHOPPER MARKETING INFLUENCER M MARKETING INFLUENCER ARKETING DATA ANALYTICS DATA ANANLYTICS CRM CRM CUSTOMER ENGAGEMENT CUSTOMER ENGAGEMENT CONSUMER PROMOTIONS CONSUMER PROMOTIONS MARKET RRESEARCH MARKET ESEARCH DIRECT MARKETING DIRECT MARKETING INNOVATION AND INSIGHTSINNOVATION AND INSIGHTS BRANDED ENTERTAINMENT BRANDED ENTERTAINMENT ECOMMERCE ECOMMERCE MEDIA PLANNING MEDIA PLANNING MEDIA BUYING MEDIA BUYING dotbox
A Retailer’s Challenge: Today’s Customer 62% of shoppers search digitally for 52% of adult phone owners used them 72% of tablet owners use them to about half their shopping trips to help make purchase decisions purchase product on a weekly in store basis Smart Phone Usage 77% of viewers use another device while they are watching TV 42% of grocery shoppers refer to their Smartphone as a shopping list 40% of grocery The Constantly Connected Consumer shoppers want to store digital coupons in their Smartphones 18% of consumers used a smartphone 46% of consumers researched on a 39% for research and purchase, visi-ng smartphone, and went to the of consumer decision making a store to check out the product store to purchase was inﬂuenced by social media Based on mul-ple data sources including: Pew Research Center, 1/30/12; Google/Shopper Sciences, ZMOT Purchase Path Studies, U.S., April 2012,; Google, The Mobile Playbook, 2012; eMarketer Digital Intelligence, 10/20/10
A Retailer’s Challenge: Today’s Customer The “Constantly Connected Customer” Represents Value to You. This is Because They Are… • Spending More Money is typical of the “Constantly Connected Customer” who spends on average up to four -mes more than their non-‐“Constantly Connected Customer” counterpart* • Engaging With Brands is also an a]ribute with studies no-ng that on average, “Constantly Connected Customers” have a 15% stronger rela-onship with brands than non-‐digital shoppers** • Sharing More Feedback about the retailer, its service and products across social media, the internet , etc. means it is today’s “focus group” • CreaJng a Stream Of Data, Rich With Insights enables retailers the ability to analyze, predict and ul-mately be]er meet the expecta-ons of the “Constantly Connected Customer.” What took weeks to learn, now takes minutes * Stephanie Cliﬀord, “Nordstrom Links Online Inventory to Real World,” The New York Times, August 23, 2010. ** Survey of 100,000 ques-onnaires across hard, soX, beverage and HBA goods. Taly Weiss, “Digital Consumers Are Brand Minded Targets,” Trendspoqng Market Research, June 29, 2009.
Today’s Customer and Loca-on-‐Based Marke-ng LBM – while growing in popularity – is an emerging ﬁeld, providing a retailer with an important point of diﬀerenJaJon to gain strategic advantage. Opportunity • Your and your vendors have the same objec-ve as you: achieve a seamless customer experience • With Shopper Connect you control the technology needed to reach your customers on their Path to Purchase • Your control of this access has inherent value. It represents an asset you can leverage to drive incremental revenue from vendors. • Addi-onally, you have other mone-za-on opportuni-es: ─ Adver-sing ─ Promo-on ─ Games, Surveys and Contests A Comprehensive LBM SoluJon like Shopper Connect can be MoneJzed. Vendors Will Pay You to Reach Customers in Your Stores.
Shopper Connect: An Example of Loca-on-‐Based Marke-ng We have Created Shopper Connect – a Great LBM Example – in Response to the Rise of the Constantly Connected Customer. Plan Build Maintain UNLOCK BUSINESS VALUE REALIZE BUSINESS VALUE OPTIMIZE BUSINESS VALUE xxxxxxxxxxxx xxxxxxxxxxxx xxxxxxxxxxxx • User Design • Assessment, Vision & Strategy • Architecture and Infrastructure Workshop Implementa-on • POC and Prototype • SoXware Development and • Implementa-on As-‐a-‐Service • Business Case Development Modiﬁca-on [Shared Technology PlaMorm, • Requirements Determina-on • Tes-ng Managed By CSC] • Solu-on Design • Pilot • Implementa-on Upgrades • Applica-on Design • Conversion and Interface • Content Inser-on • Conﬁgura-on Implementa-on • Architecture • User Adop-on Implementa-on • Business Process Redesign • Staged Rollout
ADCentral: Shopper Connect’s First Retailer PlaMorm Use ADCentral to reach the “Constantly Connected Customer” through ”Out of Home” locaJon-‐based digital media. • Drive store revenue, promoJonal eﬀecJveness and shopper engagement by reinforcing print, radio and television media messaging via “Out of Home” loca-on-‐ Location-Based Digital Media based digital media • Create locaJon relevant markeJng messaging that will resonate with customers due to “who they are” and In-‐Store Digital Digital Place In-‐Window Digital “where they are” on the Path to Purchase Screens Based Screens Interac-ve • Target your markeJng messages based on consumer shopping and buying behavior using psychographic data from Nielsen, Polk, Simmons, Environics Analy-cs and more In-‐Store Radio Mobile Shopping Digital Projec-on Applica-ons • Distribute targeted messages to a network of over 250,000 loca-on-‐based digital media screens, by customer segment, venue and/or day part, to drive customers to retail loca-ons Bluetooth Wi-‐Fi • Analyze and report on customer response to further messaging and increasing response rate
ADMobile: Shopper Connect’s Second Retailer PlaMorm Use ADMobile to drive customer purchases with targeted informaJon and promoJons. • Recommend up-‐sell and cross sell opportuni-es enhancing basket size • Display promo-onal oﬀers to ease inventory issues, increase customer sa-sfac-on and drive basket size • Sync with your loyalty card data to further engage and develop your best customers • Oﬀer contests and promo-ons increasing brand engagement • Announce new product arrivals to drive customer trial • Provide store maps to facilitate shopping, increase customer sa-sfac-on, and track shopping pa]erns • Issue recall alerts protec-ng the customer base and increasing a consumer sense of trust in the retailer
FirmChannel: Shopper Connect’s Third Retailer PlaMorm Use FirmChannel to drive customer purchases with interacJve digital signage. • Increase sales and customer experience with a chain-‐ wide, in-‐store digital signage network • A]ract and inﬂuence consumers right at the “Point Run playlist of Flash, Videos, Jpegs… Region, 6me, or site-‐speciﬁc promo6ons of Purchase” • Reduce prin-ng and delivery costs from paper signage • Create and schedule playlists for speciﬁc market and store demographics • Train sales associates during store oﬀ-‐hours • Unique interac-ve digital signage oﬀerings include: – RFID triggered interac-ve display – Social media outlets and RSS feeds Run real-‐6me RSS fees; XML-‐based Mul6ple zone layouts available – Gesture interac-ve display link to other sources – Real-‐-me facial recogni-on
Shopper Connect Retailer PlaMorms ADCentral Loca-on-‐based digital media management plaMorm to plan, target, create, deliver and report on any type of loca-on-‐based digital media. ADMobile Loca-on-‐based mobile shopping plaMorm, including marke-ng content management, loca-on services, mobile interfaces, shopping tools, mobile payment, analy-cs and repor-ng. FirmChannel Cloud-‐based digital signage plaMorm to manage a network of digital assets, and plan, create, deliver and measure content to an interac-ve digital signage network, using a web-‐based interface.
Summary and Next Step As a Next Step, we propose an LBM InnovaJon Session. LBM InnovaJon Session • The Constantly Connected Customer (CCC) represents value to retailers in spending, • Engages the LBMA for a presenta-on of current trends in Loca-on-‐Based Marke-ng engaging with retailers on social media, crea-ng massive amounts of insight rich data. • Includes ADCentricity, CSC and MDC Partners execu-ves • A paradigm shi` has occurred in “when” and • Consists of a deeper dive on Shopper Connect “how” shopper buying decisions are made as an example of a comprehensive LBM solu-on rendering inﬂuencing them before they are at • Contains a discussion of how we recommend the shelf cri-cal. clients more forward in this area • MarkeJng to shoppers on the path to purchase • Details drives market basket and engagement if the • Typically a ½ day session messaging brings value and relevancy to the • Customizable agenda loca-on/place of the shopper. • Business focused with technology breakout • Incremental retailer revenue can be gained if session. Outcomes include… the retailer’s LBM tool is comprehensive by • Understanding the func-onal capabili-es of adver-sing vendor brands, oﬀering vendor commercially available LBM solu-ons contests, providing gamiﬁca-on op-ons, etc. • Awareness of business and technology challenges in loca-on-‐based deployment • LBM represents a point of diﬀerenJaJon to a • Perspec-ve of the pros/cons of each retailer relaJve to the compeJJon in that this is implementa-on op-on not found ubiquitously in the marketplace.
For More Informa-on, Please Contact Adcentricity CorporaJon Doug Woolridge CEO 24 Duncan Street, 5th Floor Toronto, ON M5V 2B8 p: 1.866.568.3142 m: 1.416.357.2722 firstname.lastname@example.org Computer Sciences CorporaJon Bill Lunz Prac-ce Director, Global Business Solu-ons and Services One Tower Lane, Suite 2900 Oakbrook Terrace, IL 60181 p: 1.630.472.1469 m: 1.630.561.1641 email@example.com MDC Partners Terry Donnelly Director, Business Development 45 Hazelton Avenue Toronto ON M5R 2E3 p: 1.416.960.9000 m: 1.416.543.4904 tdonnelly@mdc-‐partners.com