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ADCentricity Shopper Connect Presentation ADCentricity Shopper Connect Presentation Presentation Transcript

  • 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  dwoolridge@adcentricity.com    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  wlunz@csc.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    
  • www.adcentricity.com