How brick and mortar can leverage the mobile future
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How brick and mortar can leverage the mobile future Presentation Transcript

  • 1. How Brick and Mortar CanLeverage the Mobile Future1Matthew QuintDirectorCenter on Global Brand LeadershipColumbia Business School@MattQuint
  • 2. 2
  • 3. 3
  • 4. 4How many mobile-assisted shoppersare there?21% 23% 21% 18%0%20%40%60%80%100%Total US UK CANTOTAL
  • 5. 5Who are thesemobile-assisted retail shoppers?
  • 6. 6
  • 7. 7What dothey do inthe aisles?
  • 8. Seek prices, information, and advicePrices52%32%16%Info &Reviews50%34%16%Family39%41%19%Regularly (Top 3)OccasionallyAlmost Never
  • 9. And for purchasesStore’swebsite/appRegularly (Top 3) 22%Occasionally 24%Almost Never 54%Otherwebsite/app22%27%51%
  • 10. What tools?Otherwebsites75%Store’swebsite70%Store’sapp42%QRcode36%UPCcode31%Otherapp26%
  • 11. Not all mobile-assistedshoppers are the same
  • 12. Exploiters6.1%Premeditatedabout lowerprices
  • 13. Savvys12.6%Calculating butpersuadable
  • 14. Price Sensitives19.4%Don’t plan, butalways opt for deals
  • 15. Experience Seekers31.7%Value the bestexperience,not just price
  • 16. Traditionalists30.2%“Showrooming?”
  • 17. Think strategically aboutmobile-assisted shoppers?
  • 18. Leverage a variety of discountsStore matchesonline price83%Store providesoverall discount83%Receive afree sample69%Enter contestor sweepstakes46%
  • 19. Win with convenienceStore offersfree delivery73%Store providesextended warranty63%Pay directlywith phone20%
  • 20. 20
  • 21. Provide the right informationHelpful onlineconsumer reviews60%Feedback fromsomeone I know55%Additional onlineinformation52%
  • 22. Engage shoppers’ opinionsLocation-basedinteraction33%Social mediainteraction31%Makeaproductsuggestion33%Rating/reviewofmyexperience32%Contributean idea29%
  • 23. Provide good service, trust, & experienceBuy-in store foraccess tospecial events39%Didn’t showroomdue to store’scustomer service17%store’s betterreturn policies15%
  • 24. 24
  • 25. Design robust loyalty programsI am more likely to purchasefrom the storeeven if I find equal orlower prices online48%TOP 2 percentages (Strongly agree / Agree)
  • 26. 26I would be concerned if, in the future,there are fewer and fewer places tobrowse and purchase products within abrick and mortar store near me.AGREE75%NEUTRAL18%DISAGREE7%
  • 27. 27Stay tuned for an June 2013release that features more detailsand insights from the study.Co-authored by:Matthew Quint and David Rogers
  • 28. Questions?28Matthew QuintDirectorCenter on Global Brand LeadershipColumbia Business School@MattQuintmq2120@columbia.edu