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Mobile In-Store Marketing For Retailers
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Mobile In-Store Marketing For Retailers

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Retailers are increasingly shifting their point-of-sale to mobile devices in response to the growth in smartphone adoption and the need to create seamless shopping experiences across all …

Retailers are increasingly shifting their point-of-sale to mobile devices in response to the growth in smartphone adoption and the need to create seamless shopping experiences across all channels.

What are the challenges, and how the brick-and-mortar stores should ride this trend to provide consumers with an unforgettable in-store experience by benefiting from the essential mobile devices that every consumer carries?

This POV will address these issues and provide guidance to retailers for building their in-store mobile experience.

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  • 1. THE MOBILE PLAYBOOK MOBILE AND MORTAR UNLEASHING MOBILE TO BUILD AN UNFORGATTABLE CONSUMER EXPERIENCE IN STORE MARCH 2013
  • 2. About this POVR etailers are increasingly shifting their point-of-sale to mobile devices inresponse to the growth in smartphone adoption and the need to create seamlessshopping experiences across all channels.What are the challenges, and how the brick-and-mortar stores should ride this trendto provide consumers with an unforgettable in-store experience by benefiting fromthe essential mobile devices that every consumer carries?This POV will address these issues and provide guidance to retailers for buildingtheir in-store mobile experience.2
  • 3. Table of Content 4 SHOPPING ON SMARTPHONES IS A REALITY 6 CONSUMER JOURNEY HAS BEEN DISRUPTED 8 WINNING STRATEGIES AND TACTICS FOR BRICK-AND-MORTAR STORES 14 BEST PRACTICES3
  • 4. 79% of users rely on Smartphones to help withshopping 79% 70% 74% Use phone for shopping related Use phone while shopping in- Of smartphone shoppers made activities store a purchase as a result of using smartphone Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, 20124
  • 5. It’s specially true when it comes to in-store shopping 53% 45% 39% of men use 38% smartphones in- store to check of all consumers prices at otheruse smartphone for of women use of walk-outs, when stores in-store product research and smartphones in- store to check shoppers leave without making a 12% browsing prices at other purchase, were influenced by stores smartphone usage Checked other 8% online retailers Checked Source: InsightExpress availability at other stores 5
  • 6. Consumer journey has beendisrupted
  • 7. Mobile has made the consumer journey nolonger predictable Now Before Search information Search on line, read information on Search information reviews, download mobile on the go on line, read coupons reviews, download coupons 1 2 3 1 2 3 Ask friends’ Order on mobile Shopping in store, opinions and pick up atAsk friends’ Shopping in redeem coupon before storeopinions before store, redeem shoppingshopping coupon Compare prices Ask friends Shop on mobile, on mobile while in opinions on use mobile store and buy mobile coupon in store somewhere else7
  • 8. Wining strategies andtacticsWhat should retailers do improve their in-storeexperience by using mobile?
  • 9. Before getting started, you need to think about… 1 2 Understand your search And establish them on your traffic from mobile and mobile & tablet tablet commerce enabled sites and apps • Mobile search will generate 27.8 billion more queries than desktop • Yes you need both site and app! search by 2016 – BIA/Kelsey report 2012 And on both smartphone and • More than half of Smartphone tablet! searchers purchase – Google/ Ipsos • They also need to be commerce 2012 enabled. • You should capture all traffic from SEO, SEM, mobile display, PR and social campaigns9
  • 10. Winning strategy & tacticsEngage and communicate with customers from the moment they enterthe store to the time they leave Convince Catch Them Keep Them Them Catch shopper’s attention Active research, making Exit the store when they walk in decisions, check out Use in-store facilities and To persuade in-store Build an on-going assets to promote your shoppers, help them make relationship with your mobile destinations, and immediate purchase customers via mobile, catch shopper’s attention by decisions and facilitate encourage advocacy and engaging with them in every purchase process when repeat purchase all through possible way on mobile they are ready to buy via mobile mobile platform10
  • 11. Catch them! Catch shopper’s attentions when they walk in and wander around Priority Time To Innovation Investment Market Priority Actions:Deploy Wi-Fi in your storePromote your mobile 1 Deploy Wi-Fi in-storedestinations in-store Mobile offers and deals I: 2 Promote your mobilecheck-in rewards destination in-storeMobile offers and deals II:location based coupons 3 Offer check-in badges /Provide in-store map to rewardshelp user navigate Very Low Low Medium High Very High 11
  • 12. Convince them! Assist them in make immediate shopping decisions and facilitate purchase process via mobile Priority Time To Innovation Investment MarketCreate mobile wish listProvide 3rd party neutral Priority Actions:user reviewsProvide product and price 1 Create mobile wish listcomparison toolProvide more product info 2 Provide 3rd party neutralvia QR/AR technologies user reviewsRedeem mobile coupons 3 Provide product and priceUser tablet and iPod for in-store sales force to engage comparison toolswith customerOffer buying/ booking onmobile for pick up in-storeOffer mobile check out 12 Very Low Low Medium High Very High
  • 13. Keep them! Build on-going relationship and encourage advocacy via mobile Priority Time To Innovation Investment MarketSign up for membership toreceive offers, points,birthday / festival gifts, etc Priority Actions:Like us or tell a friend onsocial media 1 Sign up for membershipRethink email 2 Tell a friend on social mediaFill out store survey / sendthank you messageSend mobile exclusive 3 Rethink emailoffersCollect points for mobileloyalty programOffer to send a mobile giftcardPromote store events onmobile Very Low Low Medium High Very High 13
  • 14. BEST PRACTICE14
  • 15. Catch Them > Mobile Location based couponsPoint Inside offers JC Penny Micro-LBS based mobilecoupon distribution and customized message Point Inside’s micro-location and indoor mapping technologies brings location-based services into the store, letting retailers know which section and aisle their customers are in. Combined with understanding of the customers’ purchase intents from the shopping list, purchase history and Point Inside’s engagement technology, retailers such as JCPenny can now connect customers with highly relevant messages while they are inside the stores.15
  • 16. Convince Them > Tablet for in-store sales forceNeiman Marcus’s sales associates recognize theircustomers on tablet when they walk inNeiman Marcus launchedan app which seamlesslyconnects shopper andsales associate. Thecustomer highlights theirfavorite items and preferredassociate, and the associateis alerted in-store when theshopper enters. They caninstantly see the customersfavorite items along with aFacebook photo for easierrecognizability.16
  • 17. Convince Them > Offer mobile CheckoutNordstrom allows customers to checkout on mobile Mobile checkout will cut down on wait times for not only buying, but can also be used to track past purchases and inventory information. Nordstrom leapfrogged the industry by equipping its sales associate with iPad and iPod touch in-stores, to deliver a customized experience as well as check out service.17
  • 18. Keep Them > Sign up for membership to receiveoffers, points etc. via mobile alertsTarget, Clinique and Victoria Secret offer SMS,coupon, store event alert Signing up for e-statement via mobile after shopping is a natural transition from online to the smartphone empowered consumers today. Target allows users to sign up for text message coupon alert via its mobile app. Victoria Secret allows users to sign up for SMS, email as well as store offers and events from mobile.18
  • 19. Keep Them > Ask to fill out a store survey or send athank-you messageWholefoods sends mobile store survey to betterunderstand customer feedback Upon leaving the store, retailers can send customers a notification within the branded app that could include an invitation to an exit survey, a loyalty promotion or even a simple “thank you” for visiting the store. Wholefoods partnered with Digby to send in-store smartphone shoppers store survey, helping the company better understand consumer feedback on a store basis.19
  • 20. Lucy LeeStrategy Directorllee@phonevalley.com

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