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Ps104 das-ceoforum-may2010

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Presentation to the CEO Mobile Forum on behalf of DAS

Presentation to the CEO Mobile Forum on behalf of DAS

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  • There are problems though with just treating the phone ‘as a browser’. Some sites don’t work – eg the launched-yesterday Selfridges site… Or very busy sites… WHY SHOULD WE CARE? c1% of visits are now coming to retailers from iPhones, but for Ocado it’s 4.4%... (can’t verify)
  • Also mention the DunnHumby Tesco.com viral mobile voucher project.
  • Also mention the DunnHumby Tesco.com viral mobile voucher project.
  • BUT depends upon knowing your details from your web activities – ie regisration, card details, previous orders etc.
  • BUT depends upon knowing your details from your web activities – ie regisration, card details, previous orders etc.
  • BUT depends upon knowing your details from your web activities – ie regisration, card details, previous orders etc.
  • BUT depends upon knowing your details from your web activities – ie regisration, card details, previous orders etc.
  • BUT depends upon knowing your details from your web activities – ie regisration, card details, previous orders etc.

Ps104 das-ceoforum-may2010 Ps104 das-ceoforum-may2010 Presentation Transcript

    • Mobile and Retail - ‘greasing the purchasing funnel’
    • Omnicom CEO Mobile Forum
    • London, May 2010
    • www.ianjindal.com
    • www.internetretailing.net | www.m-retailing.com
      • Whither the funnel to grease?
      • Return to retailing
      • Many Ps
      • Implications
  • Post-industrial retail
    • Have value, but limit our thinking.
    • Modal rather than linear
    • Customers don’t sit at computers “completing tasks”. Unless we make them!
    http://www.kaushik.net/avinash/wp-content/uploads/2007/11/coradiant_reports.png
  • Retailing – ‘retailler’
  • Mobile
  • Guerilla mobile commerce - it’s just shopping
  • Guerilla mobile commerce - it’s just shopping
    • With us everywhere
    • Camera/image processing
    • Location/direction
    • Processing power
    • Accesses…
      • Data (network and device)
      • Friends
  • A different paradigm: modal and contextual
  • Be mobile! http://www.internetretailing.net/2010/05/m-retailing-roaming-report-why-ms-went-down-the-m-web-path/
  • Price-comparison http://redlaser.com/ http://www.snaptell.com/ http://www.sccope.com/
  • Price-comparison
  • Place
  • Product information http://www.tissot.ch/reality/
  • Product information
    • 117 billion user-generated impressions
    • 2300 review impressions per second
    • 4.2 billion reviews served each month
    • 575 retailers (October 2009)
  • Promotion
  • Promotion – point of sale Text “croslite” to xxxxx for a 15% voucher
    • 53% of women in the US use retail-driven mobile research, 93% of them searching for vouchers!
    • 70% admitted to post-research impulse purchases
    http://www.internetretailing.net/2010/05/93-of-us-women-actively-looking-for-promo-offers-sent-to-their-mobiles-as-m-web-gains-traction-with-the-ladies/
  • Pay
  • Pay iCarte
  • How will this impact digital businesses and eCommerce?
    • “ Concept Store” – taking control of the brand image, ambiance and merchandising
    • Training the customer
    • Vendor Relationship Management and live prototyping opportunities
    • Direct brand engagement - what about the retailer? What’s their value?
    What’s the point of a store?
  • Obama-Preedy Pricing Principle
    • “ It’s been a long time coming, but tonight, because of what we did
    • on this day,
    • 2. in this election,
    • 3. at this defining moment
    • Change has come to America”
    • President-Elect Obama, Victory Speech, November 2008
    • http://news.bbc.co.uk/1/hi/world/americas/7434843.stm
  • Obama-Preedy Pricing Principle
    • “ It’s been a long time coming, but today, thanks to profit-algorithms and data,
    • on this day,
    • in this location,
    • for this defining product
    • for this individual customer
    • Fixed pricing has ended in retail”
  • Obama-Preedy Pricing Principle
    • Vouchers - expire when stock reaches 10 or fewer (eg buy it now)
    • Stacked discounts: sale, cashback, card-holder, end of sale, channel... Why?
    • According to availability
    • Proximity of alternatives (time and space)
    • Time limited: premium for first (eg 3GS), nephew’s birthday
    • Extent to which has shopped around
  • “ Cowards do not start, and the weak die on the way”
  • “ Cowards do not start, and the weak die on the way” Place, Price, Promotion, Product information, Payment, Point of Sale… Attention is precious, limited and must be earned Information is with customers everywhere – be relevant, welcome and helpful Conversations exist – join them
  • “ Cowards do not start, and the weak die on the way” mCommerce IS the new retail. It’s what shops and brands want to be when they grow up!
  • www.ianjindal.com www.internetretailing.net www.innoparticularorder.com www.europeanecommerceforum.org http://twitter.com/ianjindal Thank you