Your SlideShare is downloading. ×
0
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Master Track A: The Store is Changing: How Emerging Technologies Are Redefining the Shopping Experience

327

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
327
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
8
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • TechnologyLives in Austin, sponsors events that are cool, sees moms with mobile phonesForward lookingLeverage technology and smartphones to attack brand challengesLooking for partnerships that will work and collaborate to iterate
  • We identified several potential causes or barriers for Frozen Shopper conversion at a major national retailer.We distilled the potential frozen conversion barriers into four strategic activation areas: Value, Shop-ability, Assortment, and General Merchandise conversionWhile GM is NOT a barrier, their strength in GM can be leveraged as a competitive advantage during key seasons to drive frozen conversion.
  • Billboard-sized video screen capable of delivering localized rich media including audio & video. Example: Tonight’s dinner idea.46” touchscreen video displays invite shoppers to interact with the message in-store. Example: Search recipes, save to your shopping list & find ingredients in store
  • Transcript

    • 1. The Store is Changing How Emerging Technologies areRedefining the Shopping Experience
    • 2. HANS FREDERICKS VIC CLESCERI SR. DIRECTOR, JOINT BUSINESS VP, MOBILE BUSINESS PLANNING DEVELOPMENT hfredericks@comscore.com linkedin.com/in/vclesceriBRIAN LECOUNTDIRECTOR, INSIGHTS & PLANNING@blecount MANUEL ROSSO MATTHEW GASE FOUNDER & CEO PRESIDENT & CEO @manuelrosso @Matt_Gase
    • 3. Today’s Agenda• The World We Live In• Opportunities for Marketers – Food on the Table & Stubb’s Bar-B-Q – ConAgra Foods & POSSIBLE• Q&A• Hands On
    • 4. 3 TRENDS WE’RE WATCHING 1 Where’s the Store? 2 Life is a Game 3 The Package is the Key
    • 5. 1 Where’s the Store?
    • 6. 2 Life is a Game
    • 7. 3 The Package is the Key
    • 8. PARTICIPATIONIDEAUNDERSTANDING HOW AND WHYPEOPLE INTERACT WITH DIGITALALLOWS US TO ENGAGE THEM WITHCONTENT, STORIES & EXPERIENCESTHAT GIVE THEM A ROLE TO PLAYWITH THE BRAND.
    • 9. The World We Live In:Mobile’s Impact on Shopping Behaviors Hans Fredericks Vice President Mobile – hfredericks@comscore.com October 2012
    • 10. CONTINUING TIDAL SHIFT TO SMARTPHONES • Total Smartphone audience increased by 42% year-on-year • Your shoppers have smartphones – or will very soon!! Growth of U.S. Smartphone U.S. Smartphone Penetration Installed Base June 2012 180,000 160,000 Smartphone 140,000 47.4%# Phone Owners (000) 120,000 Not 100,000 Smartphone 80,000 52.6% 110.9 million 60,000 40,000 +47% 20,000 Year on Year Growth 0 Product: comScore MobiLens, US Data: Three month average ending June 2012
    • 11. SMARTPHONES ARE CHANGING COMMERCE E-commerce and Related Services Accessed By % of Smartphone Users June 2012 Bank Accounts 38% Online Retail 25% Credit Cards 22%Electronic Payments 21% Deal-A-Day 16% Shopping Guides 16% 0% 5% 10% 15% 20% 25% 30% 35% 40% Product: comScore MobiLens, US Data: Three month average ending June 2012
    • 12. CONSUMERS SHOP – AND BUY ON-DEVICE Shopping Activities with Smartphone June 2012 Found store location 34% Compared product prices 22%Researched product features 21% Found coupons or deals 21% Made shopping lists 20%Purchased goods or services 18%Checked product availability 17% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% % Smartphone Audience Product: comScore MobiLens Data: Three month average ending June 2012
    • 13. CONSUMERS BUY LOTS OF THINGS ON-DEVICE Type of Goods or Services Purchased Using Smartphone June 2012 Clothing or accessories 33% Tickets 25% 19.7 million Books (not ebooks) 22% U.S. Smartphone Daily deals or discount coupons 21% ShoppersConsumer electronics / household appliances 20% Meals for delivery or pickup 20% Personal care / hygiene products 17% Gift certificates 15% Groceries 15% Sports/Fitness equipment 12% 0% 10% 20% 30% 40% Product: comScore MobiLens, US % Purchased Goods or Services with Smartphone Data: Three month average ending June 2012
    • 14. MOBILE SHARE OF E-COMMERCE GROWING Percentage of Total e-Commerce Dollars Spent via Mobile or Tablet Device Spike in percentage of 9% 9%e-commerce sales via mobilecoincides with surge in tablet 8% 8% ownership 6% 6% 3% 3% 2% Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 2010 2010 2010 2011 2011 2011 2011 2012 2012 Source: comScore Mobile Measurements
    • 15. VARYING USE OF WEB/APPS AMONG RETAILERS Top Smartphone Retail Properties, % Share of Time Spent by Access Method June 2012 Amazon Wal-Mart Netflix Target Best Buy Redbox WebTicketmaster App BlockbusterHome Depot shopkick Walgreens 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Product: comScore Mobile Metrix 2.0, US Data: June 2012
    • 16. MOBILE DISRUPTING BRICK AND MORTAR Penetration of Activities Performed on Phone While in Retail Store June 2012 Took Picture of Product 21%Texted or Called Friends/Family about Product 18% Scanned a Product Barcode 17% Sent Picture of Product to Friends/Family 17% Compared Product Prices 11% Found Store Location 10% Found Coupons or Deals 9% Researched Product Features 7% Checked Product Availability 5% Product: comScore MobiLens, US Data: Three month average ending June 2012
    • 17. SURGE IN QR CODES LAST HOLIDAY SEASON  Almost 21 million U.S. Smartphone owners scan a QR Code at least once per month – up 28% since Sep 2011  19% or nearly 1 in 5 smartphone owners currently scan QR codes each month  48% scanned a QR Code while in a Retail Store QR Code Users (M) Among Smartphone Users June 201225.020.0 19.9 19.8 20.915.0 16.310.0 5.0 0.0 Sep 2011 Dec 2011 Mar 2012 Jun 2012 Product: comScore MobiLens, US Data: Three month average ending June 2012
    • 18. MOBILE BRIDGES PHYSICAL/DIGITAL CHANNELS Top Sources of QR Codes Scanned by Smartphone Owners 60% June 2012 50% 46% 44% 40% 30% 26% 25% 20% 10% 0% Printed Magazine or Product Packaging Poster or Flyer or Website on PC Newspaper Kiosk Mobileprovides link to Newsprint Retail Outdoor Digital Source: comScore MobiLens Data: Three month average ending June 2012, US
    • 19. OPPORTUNITIES FOR PUSH AND CHECK-IN Have you used a retail app to alert you about coupons/deals based on your location (push notifications)? Among Mobile Shoppers Yes, I would like to be No No, I would Yes alerted 60% not be 40% 46% interested 54% Check in services or sharing location for a reward/discount/deal at the store Among Mobile Shoppers Yes, I would share my Yes, I use No, I do not 55% location for a Check-in use check-in discount Services services 38% 62% 45% No, I would not share my location Source: Custom Mobile Retail Advisor Survey April 2012 Source: Custom Mobile Retail Advisor Survey April 2012
    • 20. CASE STUDY Proprietary and Confidential 21
    • 21. Technology increasingly influences offline purchases of purchases are “Web2Local” 80% determined before a customer leaves the home • Web–influenced offline commerce is a more attractive segment than e-commerce • Success will be in ability to prove attribution • $700 Billion opportunity Mobile Influence in Food/Beverage Bringing Content to ContextSmartphone Mobile Projected shopping Frequency of influence influence adoption use by store factor (2012) factor (2012) 35% 58.2% 5.7% 18.7% - 23.0% Proprietary and Confidential 22
    • 22. Stubb’s is a “Craft” brand competingagainst “Kraft”-size companies• Stubb’s is the #1 premium, all natural BBQ sauce and marinade brand – #6 BBQ sauce and #3 Marinade – Surrounded by large CPG brands• Stubb’s is available on shelf at leading retailers nationwide (86% ACV)• Stubb’s consumer is higher income (HHI + $75K), educated, with families. Also lead an active and healthy lifestyle.• Stubb’s consumer is highly loyal - ranked 2nd in category• Stubb’s brand awareness is low compared to big brand 23
    • 23. Stubb’s Opportunity Opportunities Can We Use Find the • Increase trial and Technology? Right Partner brand awareness • Live in a forward • Collaboration • Highlight looking city • Constant Iteration differentiators • Every mom has a • Test market new smartphone product ideas 24
    • 24. FOTT is the most comprehensive meal planning app• Helps Mom through the entire cooking process – New recipe discovery – User’s existing recipes – Local store savings – Discover personalized recipes – Create meal plan – Build shopping list
    • 25. How FOTT does it• Own the entire meal planning funnel• Can place shopper marketing content so it doesn’t feel like advertising What should I make? What’s on sale? We are out of… Where’s my list? Planning Shopping What can I make with this? Is this good or me? Where do I find…? I want the one on sale…Proprietary and Confidential 26
    • 26. Case Study: Campaign Elements Recipe Sponsored Recipe Branding and Promotion Preference Category on Grocery List 27
    • 27. Case Study: Grew market for barbecue sauce recipes Details Results • Campaign targeted a • 260% increase in number statistically significant of users adding BBQ sauce number of mobile users recipes to their meal plans across 2006 stores in 8 • 25% increase in the grocery chains from 7/3/12 number of BBQ sauce – 7/23/12 recipes added per user Increase in 335% BBQ Sauce recipes added (compared to non-promotional stores) Proprietary and Confidential 28
    • 28. Trial & Review: New, Seasonal Stubb’s GreenChile Marinade• Stubb’s is testing seasonal product concept• Used part of FOTT’s Consumer Panel for Trial and Feedback – Oversubscribed in an hour – 100% completion rate – 7 day turnaround• Feedback on Stubb’s Facebook page and FOTT recipes – 26 photos – 19 Facebook posts – 21 recipe/product reviews 29
    • 29. What’s Next: The Evolution of Collaboration Target by Target Retailer at the Panel Testing New True Seasonality Store Level Concepts January July 80ºBOS PHX BOS PHX• Traditional retailers insist • NEW Stubb’s Spice Rubs • Stubb’s is creating new promotions be a specific are only available in select seasonal products as well as time, implying the same stores at certain retailers other new products seasonality for every region • Promote Rubs only to • Use Food on the Table’s• Extend promotional calendar consumers at that store consumer panel to test new by target consumers based on products before they’ve even true seasonality hit the bottle
    • 30. CASE STUDY Proprietary and Confidential 31
    • 31. Technology is Reshaping…• Consumer wants, needs, expectations• Shopping behaviors• The retail experience• How brands plan and execute shopper marketing initiatives
    • 32. CPG Brands are Accustomed toPlanning Across the Path to Purchase
    • 33. Digital Path to Purchase and the Mobile Mediator Contextually- Need/Desir Options Relevant e Choice Select & Navigate Buy Validate ‘Store’ Brand Capture Share / Experience Experience Advocate
    • 34. Identification of growth opportunities emerge from the intersection of 4 “lenses”What are the What areretailer’s strategic Retailer ConAgra’s strategicpriorities and priorities andgrowth drivers? growth drivers?What is most What segmentsimportant to are growing Shopper Categorythe shopper or (Products, Priceconsumer? Tiers)? What gaps exist? 35
    • 35. Frozen Activation Opportunities / Strategic Levers • Perception of • Perception of higher prices complex, time- consuming aisles • Perception of • Low conversion less variety between Frozen & GM • Focus on GM during Season 36
    • 36. EXPANDING THE MEANING OFVALUE
    • 37. Building value into the MarketingMake Your List & Earn Points Manage Points, Redeem & Track
    • 38. DELIVERING ASSORTMENT WITHDIGITAL
    • 39. Expanding Consumer Views on Product Offerings
    • 40. DRIVING SHOPABILITY WITH ADIGITAL DESTINATION
    • 41. DRIVING BRAND ENGAGEMENT INUNEXPECTED PLACES
    • 42. DRIVING IMMEDIATEENGAGEMENT & GM CONVERSION
    • 43. Use the 4 Lenses Retailer Brand Shopper Category
    • 44. QUESTIONS?
    • 45. LET’S GET OUR HANDS ON,ON.

    ×