iCrossing UK Client Summit 2011 - Total retail: mobile and the multichannel mix
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Total retail: mobile and multichannel mix by Paul Doleman for the iCrossing client summit 2011
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iCrossing UK Client Summit 2011 - Total retail: mobile and the multichannel mix
- 1. 1 Total Retail: Mobile & the Multichannel mix iCrossing client summit | MAY 2011 | BRIGHTON 1
- 2. 2 A recap. 2
- 3. 3 Consumers have embraced multiple touch points. 3
- 5. 5 The research disparity. 5
- 6. 6 Closing the deal. 6
- 7. 7 Straight path? 7
- 8. 8 Or something more complex? 8
- 9. 9 Information gathering. 40% 33% 25% 21% 3% 56% offline. 65% online. 9
- 10. 10 Mobile – Way more than just a channel. 10
- 11. 11 Are you doing your bit? 11
- 12. 12 It’s all about convenience. 12
- 13. 13 A collision of worlds. 13
- 14. 14 Mobilising for Mobile 14
- 15. 15 Get with the program 15
- 16. 16 Thanks Paul Doleman
Editor's Notes
- SLIDE 1
- SLIDE 2A recap and reminderQR CodeAugmented Reality MarkerNear Field Communication ChipRFID Type 4It will do a lot more than get you into the stadium on match days. It will get me in without the card leaving my pocketUsing just this clever card and a phone or web cam, I’ll be able to watch videos and see 3D images of your favourite playersPay for merchandise as it is a secure walletAward me loyalty points as I interact with the brand and major sponsors at point of sale and onlineBe used on the transport system in ManchesterBe used on Etihad flights from Manchester as a boarding cardIt will contain personal data captured at registration, shopping patterns, survey data and more which may be used in conjunction with NFC technology to personalise experiences in stadium, on concourse, in City Square and retail outlets
- Slide 3Today. European consumers face a wide range of touch points and have adopted a complex purchasing journey. These consumers use more than one channel to research and buy a product and they are influenced by sources across many communication channels. As Antony would undoubtedly say, people live in networks and networks cross channels.Google shared with us yesterday some multi channel data they had. We were introduced to terms like ROPO and we heard claims like online shoppers being 4x more valuable. Well thanks to our friends at Forrester and others I’ve some multi-channel research to share. In a survey of over 12,000 online European adults, 65% of those adults confirmed starting to research a purchase online and then confirmed ended up purchasing in a shop.
- Slide 4So with the internet extend it’s reach, increasing quantities and sophistication of mobile devices, the continued growth of social networks consumers will use a wider and wider variety of methods to research and buy products.Let’s have a look at some patterns of consumer behaviour
- When looking at the behaviours of European adults we find online is the top place for researching a considered purchase with 65% starting their purchase journey online.Europe is a big place and there is some interesting cultural differences. The majority of German adults are more likely to choose offline over online when researching a considered purchase
- Research also shows that the most typical place to end your purchase journey is in the shop64-65% of European online adults, regardless of research, have bought their last considered purchase in a shop.25% have done so online, 10% couldn’t remember.
- Is there a straight purchase path?European online adults who only did their research online, are more likely to buy the considered purchase online, too.
- Or is that path more complex?
- Where are people doing their research? Online and Offline split Figures based on 12k European online adults = “Where did you research the item first?”40% - In a shop33% - Search Engine25% - Retailer’s Web Site21% - Talking with Friends and Family
- Mobile isn’t a supplementary channel – It enhances all other channels16% of online buyers have already used their mobile phone for a shopping-related activity researching, check order status, locating a store.33% of daily mobile users have bought product from their phoneOf 12million mobile daily Internet users, 1/3rd have researched products or services using the mobile Internet – 20% have located a nearby store – 18% have compared prices on a mobile device in store.
- I wonder if your brands are doing you bit with mobile. Let’s look at what are retailers doing NOW?
- Multichannel offers convenience and flexibility to the consumer (SLIDES 13 & 14 OFFER THE SAME/SIMILAR TALKING POINTS)Argos – Click & Collect – ¼ of total sales through click and collect. (US Retailers offering in-store pickup report average 30% of customers make additional purchases)IKEA – Stock visibility at local stores via online. Clear inventory of both online and offline productsDigital Purchase, Real-World ReturnsRearranging deliveryAR – Furniture exampleDigital Mirrors – Social sharing – Auto Login
- The blur between online and offline (SLIDES 13 & 14 OFFER THE SAME/SIMILAR TALKING POINTS)Incremental sales from cross-channel sellingSocial sharing and retail experienceAlteration of customer journey and psychologyStoke – Bad case example
- Beating the mobile demandOnline/Offline AppsMOBILE POINT OF SALE (NFC, Digital Wallets)The move to the experiential store
- Recommendations:Promote cross-channel tools – e.g. store locators, stock checkers etc. (Include future tech opportunities)Promote in-store pickups – customer satisfaction will increaseTurn returns process into a sales PLUS. Not a hassle.