MODERATOR
Mark Coffey
SVP of Brand Development
Rue La La
Master Track A
“M-Commerce Strategies for Omni-Channel
Consumer E...
title
“title”
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@twittername
Engaging Moms with Mobile
title
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@twittername
22%
Moms of young children spend
on their smartphones every month...
title
“title”
Text here
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@twittername
Moms use mobile for search…
Overall Growth in Searches by Device ...
title
“title”
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@twittername
Mom gets the word out…
48%
Moms are social
and influence other mo...
title
“title”
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@twittername
Mom is using mobile to shop…
68%
When it comes to shopping, moms ...
title
“title”
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Text here
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@twittername
“Hugs Delivered” case study…
title
“title”
Text here
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@twittername
Driving Mom to engagement…
Search
PC Landing Page
Display
Search
...
title
“title”
Text here
Text here
Text here
@twittername
One solution, in a fractured coupon environment…
Mobile Search Mo...
title
“title”
Text here
Text here
Text here
@twittername
The power is in the data…
Customer:
Jenny – Prefers Mobile
Initia...
title
“title”
Text here
Text here
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@twittername
Giving Mom options…
Desktop Mobile
16
www.immr.org
1 (770) 612-1488
phil.hendrix@immr.org | @phil_hendrix
Presented at iMedia Commerce Summit – Salt Lake Cit...
17
TOPICS
Overview FrameworksTechnologies
Cases Takeaways
Reports cited can be downloaded at www.immr.org
18
Overview
Technology, Marketing and Consumers
18
19
Where Would You Place Beacons?
Cooler
BEACON USE CASES
Entrance
Clinic
End cap
Shelf
20
What Has Changed?
21
Consumer
Behavior
What Consumers DoWhat Consumers Do
Find Choose
Buy
Use
What Hasn’t Changed?
22
Digital Shelf – Extends Retailers’/Brands’ Presence
22
THE DIGITAL SHELF
Source: Why the Digital Shelf is Vital for Bra...
23
Mobile Devices – Made for Shopping
23
MOBILE DEVICES
Source: Democratizing the Shoppable Web, Dr. Phil Hendrix, immr
24
Mobile Shopping Apps – Proliferating
24
MOBILE SHOPPING APPS
Source: Democratizing the Shoppable Web, Dr. Phil Hendrix,...
25
Find
Choose
Buy
Use
CONSUMER BEHAVIORS
25
26
Order
Pay
CONSUMER BEHAVIORS
Search
50 million products
500,000 stores
26
Share
27
Consumers’
Experience
What Consumers Value
28
Consumers’
Experience
What’s Changed?
Digital Mobile Social Technology
29
Technologies
Mobile
Social
Location
Sensors
Digital Signals
Big Data
30
Mobile – The New “Remote” in Consumers’ Lives
Then… Now…
30
31
Wrobleski’s Theorem
“Everything that can be connected to the Internet, will be”
Speech
Recognition
Image
Recognition
So...
32
Location and Context – From Macro to Micro
32
Macro-
Location
Micro-
Location
Source: 8 Layers of Location, Dr. Phil He...
33
Mobile – Localizing Ads with Dynamic Creative
33
EXAMPLES
34
Strategies x Location Layer
34
Source: 8 Layers of Location, Dr. Phil Hendrix, immr
EXAMPLES OF LOCATION-BASED STRATEGI...
35
Digital Signals – Expanding Exponentially
35
Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
36
Digital Signals – Invaluable
36
Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
37
Digital + Mobile Offers – Redemption & Attribution
37
EXAMPLES
38
Cloud – Big Data and Analytics
Algorithms/
Analytics
TransactionsTransactions
EventsEvents
HistoryHistory
Big Data
Cont...
39
Frameworks
39
40
Attract + Enable + Enhance
 Help customers accomplish their goals
 Build enduring relationships by
enhancing customer...
41
Consumer Experience
FRICTIONLESS Experiences ….
Achieve
Goals
Achieve
Goals
 Informed
 Learn
 Decide
 Resolve
 Max...
4242
Learn†
&
Adapt
Remove
Frictions
Surprise/
Delight
Reinforce
Source: Raising the Bar – How Leading Companies are Boost...
43 Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil...
44
12 PEER STRATEGIES
44
45
Cases
46
Where Would You Place Beacons?
Cooler
BEACON USE CASES
Entrance
Clinic
End cap
Shelf
47
Manufacturers’ Sales and Installation
Coca-Cola Enterprises
Which Cooler is Cooler
Source: http://merlinmobility.com/
47
48
Relevance Depends on User’s Context
Takeaways
49
Personalizing requires knowing…
What I (Don’t)
Like
What I (Don’t)
Like
Who I am…Who I am…
Where I amWhere I am
What’s
...
50
Opportunities for Retailers and Brands
Consumer
Journey
Consumer Needs
Find
Choose
Buy
Consume
Minimize
Frictions
Minim...
51
 The 6 Disciplines of Innovation
 Democratizing the Shoppable Web
 Why the Digital Shelf is Vital for Brands and Ret...
52
About the Author – Dr. Phil Hendrix
52
53
www.immr.org
1 (770) 612-1488
phil.hendrix@immr.org | @phil_hendrix
Presented at iMedia Commerce Summit – Salt Lake Cit...
Track A: "M-Commerce Strategies for Omni-Channel Consumer Engagement"
Track A: "M-Commerce Strategies for Omni-Channel Consumer Engagement"
Track A: "M-Commerce Strategies for Omni-Channel Consumer Engagement"
Track A: "M-Commerce Strategies for Omni-Channel Consumer Engagement"
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  • Moms of young kids spend so much time on their phones that mobile may be the first place they are exposed to new brands and products, especially as it relates to their kids. Today’s generation of new parents are full of questions and are looking to the web for answers and are using their mobile phone to do so.
    In fact, more than half (56%) of searches related to maternity on Google are now done on mobile.
  • As we all know, mobile use has grown across the board, particularly amongst new parents.
    Mobile searches related to babies and parenting have grown 25% since 2013 (Google Data).
    Searches about baby development were 72% mobile in Q1 of this year (Google Data).
  • Since mom is a huge influencer, we provide opportunities for mom to spread the word about her experience with our brands’ on both mobile and desktop. We entice mom to share our products with her friends with incentivized offers and rewards across all of our brands.
  • With this in mind, we gear all of our acquisition and loyalty promotions with a mobile component. Due to the current state of CPG mobile couponing, we are somewhat limited in our options but have found a few ways to provide mom with redemption options.
  • Hugs Delivered – Huggies launched a contest with a grand prize of flying a family member to give their first hug to a newborn relative. The winning family also wins a year’s supply of Huggies diapers.
    The contest was featured on all channels, including television, so we HAD to design the entire experience with a “mobile first” mentality.
  • This program is targeting the new mom through a variety of channels. If we can acquire mom at point of market entry, we can keep her a Huggies customer and advocate throughout the consumer journey.
    Before getting a coupon, mom must register with Huggies and Huggies Rewards (more on this later). If mom is visiting the site on a desktop computer, she has the option to print the coupon or email it to herself to take advantage of later.
  • If mom is on mobile, she can access a coupon good at Babies R Us and can take her phone directly to the store and redeem. If she is not a BRU shopper, she can email it to herself to print later and redeem anywhere.
    Since we know who the customer is, we can label her as a mobile, tablet, or desktop shopper and append that to her profile along with her preferred retailer.
  • All of mom’s engagements with our brands and their promotions are record kept in our database and used to build a consumer profile. In this example, we can see Jenny’s favorite retailer, the brands she buys, her social influence, and her preferred device.
  • Knowing not only who our customers are, but where they (and their friends) shop allows us to be able to give back to our customers.
    Huggies Rewards is a program where we can reward loyal moms for purchases, referrals, and engaging with our brand. Since we know the active mom is on the go, we’ve created redemption options for her to take advantage of on mobile devices. These offers are good at Walgreens as they are another retailer that accepts mobile coupons.
  • Track A: "M-Commerce Strategies for Omni-Channel Consumer Engagement"

    1. 1. MODERATOR Mark Coffey SVP of Brand Development Rue La La Master Track A “M-Commerce Strategies for Omni-Channel Consumer Engagement” Dan Kersten Senior Professional Promotions Marketing Kimberly-Clark @kerstennolimits @phil_hendrix Dr. Phil Hendrix Founder & Director immr @mcoffey
    2. 2. title “title” Text here Text here Text here @twittername Engaging Moms with Mobile
    3. 3. title “title” Text here Text here Text here @twittername 22% Moms of young children spend on their smartphones every month than the average millennial more time AOL Advertising Blog Moms are connected…
    4. 4. title “title” Text here Text here Text here @twittername Moms use mobile for search… Overall Growth in Searches by Device in the Maternity and New Parent Category Google Search Insights 2014
    5. 5. title “title” Text here Text here Text here @twittername Mom gets the word out… 48% Moms are social and influence other moms through social media networks and games more than the average adult AOL Advertising Blog
    6. 6. title “title” Text here Text here Text here @twittername Mom is using mobile to shop… 68% When it comes to shopping, moms use their phone to build shopping lists, compare features and price, decide where to shop, and to find coupons and deals. of these engagements happen in home AOL Advertising Blog
    7. 7. title “title” Text here Text here Text here @twittername “Hugs Delivered” case study…
    8. 8. title “title” Text here Text here Text here @twittername Driving Mom to engagement… Search PC Landing Page Display Search PC Coupon
    9. 9. title “title” Text here Text here Text here @twittername One solution, in a fractured coupon environment… Mobile Search Mobile CouponMobile Search Mobile Landing Page Mobile Coupon
    10. 10. title “title” Text here Text here Text here @twittername The power is in the data… Customer: Jenny – Prefers Mobile Initial Engagement: Paid Search Keyword: Huggies Diapers Social Influence: Consumer Brand Device Print Date Barcode Retailer Jenny@gmail.com Huggies iPhone 11/12/12 16929468 Walmart Jenny@gmail.com Huggies PC 1/2/13 16930194 CVS Jenny@gmail.com Pullups iPhone 12/2/13 2661821 Kroger Jenny@gmail.com Pullups Tablet 12/2/13 2661899 Kroger Jenny@gmail.com Goodnites PC 9/03/14 3571311 Walmart Purchases:
    11. 11. title “title” Text here Text here Text here @twittername Giving Mom options… Desktop Mobile
    12. 12. 16 www.immr.org 1 (770) 612-1488 phil.hendrix@immr.org | @phil_hendrix Presented at iMedia Commerce Summit – Salt Lake City, UT June 24, 2014 Dr. Phil Hendrix Director, immr and Analyst, Gigaom Research Longer version available at www.immr.org/engaging-connected-consumers-across-channels.pdf Strategies for Engaging Connected Consumers across Channels
    13. 13. 17 TOPICS Overview FrameworksTechnologies Cases Takeaways Reports cited can be downloaded at www.immr.org
    14. 14. 18 Overview Technology, Marketing and Consumers 18
    15. 15. 19 Where Would You Place Beacons? Cooler BEACON USE CASES Entrance Clinic End cap Shelf
    16. 16. 20 What Has Changed?
    17. 17. 21 Consumer Behavior What Consumers DoWhat Consumers Do Find Choose Buy Use What Hasn’t Changed?
    18. 18. 22 Digital Shelf – Extends Retailers’/Brands’ Presence 22 THE DIGITAL SHELF Source: Why the Digital Shelf is Vital for Brands and Retailers, Dr. Phil Hendrix, immr
    19. 19. 23 Mobile Devices – Made for Shopping 23 MOBILE DEVICES Source: Democratizing the Shoppable Web, Dr. Phil Hendrix, immr
    20. 20. 24 Mobile Shopping Apps – Proliferating 24 MOBILE SHOPPING APPS Source: Democratizing the Shoppable Web, Dr. Phil Hendrix, immr Categories of Shopping Apps  Retailer Apps  Marketplace Apps  Search Engines  Comparison Shopping Apps  Specialty Shopping Apps  Local and Location-based Apps  Deal and Coupon Apps  Loyalty and Reward Apps  Shopping Tools
    21. 21. 25 Find Choose Buy Use CONSUMER BEHAVIORS 25
    22. 22. 26 Order Pay CONSUMER BEHAVIORS Search 50 million products 500,000 stores 26 Share
    23. 23. 27 Consumers’ Experience What Consumers Value
    24. 24. 28 Consumers’ Experience What’s Changed? Digital Mobile Social Technology
    25. 25. 29 Technologies Mobile Social Location Sensors Digital Signals Big Data
    26. 26. 30 Mobile – The New “Remote” in Consumers’ Lives Then… Now… 30
    27. 27. 31 Wrobleski’s Theorem “Everything that can be connected to the Internet, will be” Speech Recognition Image Recognition Source: recognize.im Beacons Sensors Real-time Interactions and Feedback 31
    28. 28. 32 Location and Context – From Macro to Micro 32 Macro- Location Micro- Location Source: 8 Layers of Location, Dr. Phil Hendrix, immr 8 LAYERS OF LOCATION
    29. 29. 33 Mobile – Localizing Ads with Dynamic Creative 33 EXAMPLES
    30. 30. 34 Strategies x Location Layer 34 Source: 8 Layers of Location, Dr. Phil Hendrix, immr EXAMPLES OF LOCATION-BASED STRATEGIES
    31. 31. 35 Digital Signals – Expanding Exponentially 35 Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
    32. 32. 36 Digital Signals – Invaluable 36 Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
    33. 33. 37 Digital + Mobile Offers – Redemption & Attribution 37 EXAMPLES
    34. 34. 38 Cloud – Big Data and Analytics Algorithms/ Analytics TransactionsTransactions EventsEvents HistoryHistory Big Data ContextContext 38
    35. 35. 39 Frameworks 39
    36. 36. 40 Attract + Enable + Enhance  Help customers accomplish their goals  Build enduring relationships by enhancing customers’ experience Verb en•gage /enˈgaj/ ENGAGEMENT 40
    37. 37. 41 Consumer Experience FRICTIONLESS Experiences …. Achieve Goals Achieve Goals  Informed  Learn  Decide  Resolve  Maximize Minimize FrictionsMinimize Frictions  Uncertainty  Problems  Annoyances  Risk  Effective  Easy  Enjoyable  Rewarding  Costs 41 WHAT CONSUMERS WANT
    38. 38. 4242 Learn† & Adapt Remove Frictions Surprise/ Delight Reinforce Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr PEER STRATEGIES † Securely, with full transparency
    39. 39. 43 Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr Personalize Leverage data about consumers and their context to increase the relevance, timeliness and value of communications, offers and customer experiences Enable Help customers complete tasks and accomplish their goals by minimizing the risk, time, and effort as they shop, compare, purchase and use products Enhance Surprise and delight customers by anticipating and helping them fulfill functional requirements, emotional needs and aspirations Reward Using feedback, encouragement, rewards and social influence, reinforce customers as they engage in behaviors that are mutually beneficial PEER STRATEGIES DEFINED
    40. 40. 44 12 PEER STRATEGIES 44
    41. 41. 45 Cases
    42. 42. 46 Where Would You Place Beacons? Cooler BEACON USE CASES Entrance Clinic End cap Shelf
    43. 43. 47 Manufacturers’ Sales and Installation Coca-Cola Enterprises Which Cooler is Cooler Source: http://merlinmobility.com/ 47
    44. 44. 48 Relevance Depends on User’s Context Takeaways
    45. 45. 49 Personalizing requires knowing… What I (Don’t) Like What I (Don’t) Like Who I am…Who I am… Where I amWhere I am What’s Nearby What’s Nearby What’s going On What’s going On What I respond to What I respond to What I’ve bought What I’ve bought Where I’ve been Where I’ve been What I need What I need Where I’m going Where I’m going 49
    46. 46. 50 Opportunities for Retailers and Brands Consumer Journey Consumer Needs Find Choose Buy Consume Minimize Frictions Minimize Frictions Enable Shoulds Enable Shoulds Maximize Wants Maximize Wants Roles† Roles† † Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix 50
    47. 47. 51  The 6 Disciplines of Innovation  Democratizing the Shoppable Web  Why the Digital Shelf is Vital for Brands and Retailers  Which Mobile Shopping Apps Do Consumers Value Most?  If Shopping is Broken, Can Mobile Fix it?  Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers  Engaging Connected Consumers – Strategies for Brands, Retailers and Local Businesses†  Raising the Bar – Mobile and Customer Loyalty  Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping  How Consumers Are Using Local Search  Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2  The Promise of Hyperlocal: Opportunities for Publishers and Developers  Tuning into Consumers’ Digital Signals  How SoLoMo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing  Location – the Epicenter of Mobile Innovation  The 6 Disciplines of Innovation  Democratizing the Shoppable Web  Why the Digital Shelf is Vital for Brands and Retailers  Which Mobile Shopping Apps Do Consumers Value Most?  If Shopping is Broken, Can Mobile Fix it?  Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers  Engaging Connected Consumers – Strategies for Brands, Retailers and Local Businesses†  Raising the Bar – Mobile and Customer Loyalty  Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping  How Consumers Are Using Local Search  Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2  The Promise of Hyperlocal: Opportunities for Publishers and Developers  Tuning into Consumers’ Digital Signals  How SoLoMo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing  Location – the Epicenter of Mobile Innovation Download reports @ www.immr.org IMMR REPORTS
    48. 48. 52 About the Author – Dr. Phil Hendrix 52
    49. 49. 53 www.immr.org 1 (770) 612-1488 phil.hendrix@immr.org | @phil_hendrix Presented at iMedia Commerce Summit – Salt Lake City, UT June 24, 2014 Dr. Phil Hendrix Director, immr and Analyst, Gigaom Research www.immr.org/engaging-connected-consumers-across-channels.pdf Strategies for Engaging Connected Consumers across Channels

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