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Nrf13 brasil varejo holiday shopping 2013

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  • 1. 14/01/2013 HOLIDAY SHOPPING 2013: Understanding New Technologies & their Influence on Customer Behavior Cotter Cunningham CEO, WhaleShark MediaI AM…• Cotter Cunningham, CEO of WhaleShark Media.• We own and publish coupon Web sites in the US, UK, Germany and France, including the largest coupon site in the world, RetailMeNot.com with 450M+ visits in 2012. 1
  • 2. 14/01/2013 Who doesn’t hate wearing the same outfit as someone else to the prom… OLD WAY–ROLL THE DICE NEW WAY… Facebook group“B*tch, don’t steal my dress” 2
  • 3. 14/01/2013 MOBILERETAIL / TECH DataTRENDS TO WATCH Shipping IN 2013 Connections Internet (Whaa?) 3
  • 4. 14/01/2013 4
  • 5. 14/01/2013 5
  • 6. 14/01/2013 WIRELESS PENETRATION EXCEEDED U.S. POPULATION IN 2012 320 MILLION: U.S. Wireless Subscriber Connections > 311 MILLION: U.S. PopulationSource: CTIAGROWTH IN TIMESPENT ON MOBILE Growth of Average Time Spent per Day with Major Media by US Adults, 2012IS DRAMATICALLY 60% 50% 51.9%OUTPACING 40% 30%OTHER MEDIA… 20% 10% 3.6% 1.5% -2.1% -13.6% -11.1% -15.4% -20.0% -5.2% 0% Mobile (non voice) Online TV Radio -10% Total –Magazines Print* -20% –Newspapers Other -30% Note: time spent with each medium includes all time spent with that medium, regardless of multitasking; for example, 1 hour of multitasking on a PC while watching TV counted as 1 hour for TV and 1 hour for online; *offline reading onlySource: eMarketer, Oct 2012 6
  • 7. 14/01/2013 MOBILE Desktop WEB TRAFFIC AVERAGES 14.5% OF ALL Mobile 14.5% WEB TRAFFIC 4.1% Source: Statcounter Global Stats – Dec 2010 to Dec 201218,000,00016,000,00014,000,00012,000,00010,000,000 8,000,000 Visits 6,000,000 4,000,000 2,000,000 0 20 MOBILES + TABLETS = 24% of online shopping on Black Friday in 2012 (vs. 6% two years ago) Source: IBM Digital Analytics Benchmark 7
  • 8. 14/01/2013 Ways that US Smartphone Owners Have Used Their Devices While Holiday Shopping, 2011 & 2012 Note: ages 18+Source: SapientNitro, “Holiday Shopping Poll” conducted by GfK Roper as cited in press release, Dec 19, 2012Source: eMarketer “Today, four in 10 smartphone users search for an item and research prices while they’re right in the store.” Sucharita Mulpuru | Forrester“The easier itis to dosomething,the morepeople will,uh, do it…” 8
  • 9. 14/01/2013 MOBILE ALLOWS FOR BRICK AND MORTAR RETAILERS TO ENGAGE IN NEW WAYS Some good: – Showrooming – Apps – Channel blur – Coupons – Competitive geo-fencing – Loyalty Some not so good:SHOWROOMINGConsumers using theirmobile devices tocompare prices whilein your store (eitherstore vs store.com,store vs onlinecompetitors or both) “Stopping the trend of showrooming is a major priority for our team…” -Top 50 U.S. retailer 9
  • 10. 14/01/2013 COMBATING SHOWROOMING • Exclusive products / bundles (difficult comparisons) • Walled gardens (wifi/app with reviews, price comparisons, etc. controlled by retailer) • Loyalty programs encouraging consumer retention • Engage customers thru third parties (ex: coupon publishers) • Consider mobile/tablet technology as a knowledge center in- store • Leverage Other Channels!WHY SEO WILL BE HEATING UP EVEN MORE… • According to Forrester, the number one way people compare prices isn’t a barcode scanning app – it is searching on Google! • A few online retailers have dominated #1 slots in SERPs for years, suddenly it matters to bricks and mortar retailers too! 10
  • 11. 14/01/2013 CHANNEL BLUR • Consumers in-store have a mobile device and can/will arbitrage your channels (store vs online). • They are going to increasingly expect roughly similar discounts in your store and your Web site. • This is going to require coordination and cooperation within retailer channels that may/may not exist today…COMPETITIVE GEO-FENCING• The implications are enormous. Your store is no longer “sacred ground” for your brand.• Are you ready to compete for the customer standing at your checkout? You had better be…• RMN Geo-Fence: 500 of 500 malls tripped on the first weekend we launched the app 11
  • 12. 14/01/2013 Mobile RETAIL / TECH DATA TRENDS TO WATCH Shipping IN 2013 Connections Internet (Whaa?) BIG DATASource: Wikibon 12
  • 13. 14/01/2013 PRIVACY MATTERS Data Privacy Value vs. vs. MobileRETAIL / TECH DataTRENDS TO WATCH SHIPPING Connections IN 2013 Internet (Whaa?) SHIPPING• You Thought Free Shipping was a Pain? – In 2011, more than half of transactions included free shipping• In 2013, Immediacy is your New Holiday Nightmare – OLD: Buy online, pick up in store. – New: eCommerce Distribution Centers are enabling SAME DAY DELIVERY! 13
  • 14. 14/01/2013 Mobile RETAIL / TECH Data TRENDS TO WATCH Shipping IN 2013 CONNECTIONS Internet (Whaa?) FACEBOOK COMMERCE • 75%: Percentage of Facebook users who have “liked” a brand • 1,000: Number of diapers P&G sold on its f-store in under an hour • Social Sales: Shoppers referred from social networks like Facebook and Twitter generated 0.34% of all online sales on Black Friday 2012 — down 35% YoY. • Mobile transactions accounted for 16% of Black Friday Sales. Social accounted for 0.34%Source: IBM Digital Analytics Benchmark HOW DO YOU CONNECT WITH YOUR CUSTOMERS? PERCEPTION REALITY • Email is still the best. You control it, you can have 100% delivery without paying extra. • But the potential of tapping into ? Facebook and the information there is spectacular… EMAIL • Influence of big data on email 14
  • 15. 14/01/2013 MobileRETAIL / TECH DataTRENDS TO WATCH Shipping IN 2013 Connections INTERNET (WHAA?) The Internet is forcing you to innovate (not news to any of you) WHO ARE YOU? Comprehensive / easy Impossible? Dead Zone Curated / unique 15
  • 16. 14/01/2013As you preparefor Holiday 2013… KEY TAKEAWAY #1 FOR HOLIDAY 2013 Mobile • Be where consumers are… • Train staff and invest in tech to integrate use of mobile at point of sale • Consider how mobile/tablet can be a knowledge center for staff – Help consumers make the right decision! KEY TAKEAWAY #2 FOR HOLIDAY 2013 Big Data • Focus on actionable data that drives in-store sales NOW! • Create a targeted shopping experience in your walled garden (reviews, relevant products, sale items) 16
  • 17. 14/01/2013KEY TAKEAWAY #3 FOR HOLIDAY 2013Omnichannel• Stop operating in silos!• Consistent offers online and offline = positive consumer experience THANKS! Cotter Cunningham CEO, WhaleShark Media cotter@whalesharkmedia.com 17