MOBILE – SMART DEVICES AT THE HEART OFRETAIL MARKETINGROSS SLEIGHTCHIEF STRATEGY OFFICER                           COPYRIG...
INTRODUCING SOMOWorld’s largest independent mobile marketing companyEurope’s fastest growing mobile company – GP Bullhound...
MOBILE VELOCITY            COPYRIGHT & CONFIDENTIAL
BACK IN 2002 DIGITAL WAS SIMPLE            COPYRIGHT & CONFIDENTIAL
BY 2008 SOCIAL MEDIA STARTED TO CHANGE THIS                  COPYRIGHT & CONFIDENTIAL
2009 2010 2011 2012 THE YEAR OF MOBILE               COPYRIGHT & CONFIDENTIAL
CONTEXT – 2012 THE YEAR OF MOBILESource:	  LOCOG	                  COPYRIGHT & CONFIDENTIAL
MOBILE CREATES ADDITIONAL COMPLEXITY              COPYRIGHT & CONFIDENTIAL
VELOCITY - MACRO SHIFTSNEW PLATFORMS       NEW OPERATING SYSTEMS   NEW ECOSYSTEMS
USAGE – ADVERTISING NOT MATCHING CUSTOMER BEHAVIOUR                      COPYRIGHT & CONFIDENTIAL
LEADING TO MASS AUDIENCE FRAGMENTATION                COPYRIGHT & CONFIDENTIAL
MOBILE RETAIL            COPYRIGHT & CONFIDENTIAL
USAGE – MOBILE COMMERCEAccessed mobile retail site in last month on smartphone   23%       23%            14%             ...
BEHAVIOUR CHANGE     COPYRIGHT & CONFIDENTIAL
ACCESSING MOBILE 35+ TIMES A DAY            COPYRIGHT & CONFIDENTIAL
“FINDING” - VELOCITY      COPYRIGHT & CONFIDENTIAL
“FINDING” - URGENT     COPYRIGHT & CONFIDENTIAL
SMARTPHONE RETAIL INNOVATION            COPYRIGHT & CONFIDENTIAL
CONTENT AND UTILITY PROVIDES VALUEGet the look across product range   Providing advice and reference driven by celebrity
LOCALITY + SCARCITY + VALUE + IMMEDIACY = MOBILE         Groupon – Local focus                              Groupon Now – ...
MAINSTREAM ADOPTION OF DAILY DEALSFirst generation mobile site – port from web   Second generation site – focus on Daily D...
SOCIAL AGGREGATIONPinterest – No.3 social network in US                              Fancy – designer focused experience  ...
GIFT LISTS•Another aspect of social shopping•Integrated Facebook social graph•Suggestions of gifts based on profile        ...
SMARTPHONE RETAIL INNOVATION             CONTENT AND UTILITY                      +DAILY DEALS DRIVE IMPULSE PURCHASE ON M...
TABLET RETAIL                COPYRIGHT & CONFIDENTIAL
TABLETS HAVE HIGHER CONVERSION RATES                                                 COPYRIGHT & CONFIDENTIALSource:	  Affil...
TABLETS HAVE HIGHER AVERAGE ORDER VALUES                COPYRIGHT & CONFIDENTIAL
WHY ARE TABLETS CONVERTING SO WELL?              COPYRIGHT & CONFIDENTIAL
TABLET REAL ESTATE SELLS PRODUCT BETTER                COPYRIGHT & CONFIDENTIAL
TABLETS PROVIDE ENGAGEMENT AND UTILITY               COPYRIGHT & CONFIDENTIAL
TABLETS CAN ENGAGE THROUGH CONTENT              COPYRIGHT & CONFIDENTIAL
TABLET RETAIL INNOVATIONBEAUTIFULLY PRESENTED PRODUCTS               +   SIMPLIFIED PRESENTATION               +      CONT...
MOBILE’S PHYSICAL RETAIL REVOLUTION              COPYRIGHT & CONFIDENTIAL
UNDERSTAND USER BEHAVIOUR         COPYRIGHT & CONFIDENTIAL
PURCHASE NOT THE ONLY OBJECTIVE ON MOBILE                                  31%                         39%                ...
QR IN STORE                                                        Ralph Lauren – QR clothing labelBest Buy – QR price tag...
QR IN STOREDiesel – social sharing                                                     Macy’s - additional content        ...
QR STORESTesco – Gatwick Airport                               ebay UK – Xmas pop up shop                           COPYRI...
SCANNING – OPPORTUNITY AND THREAT             COPYRIGHT & CONFIDENTIAL
AR IN STOREMacy’s - believe AR                                    Lego – Digital AR Box
IKEA AUGMENTED CATALOGUE         COPYRIGHT & CONFIDENTIAL
AUDIO TRIGGERS - SHOPKICK         COPYRIGHT & CONFIDENTIAL
PAYMENT BY SCAN                               Starbucks card                                  payment    COPYRIGHT & CONFI...
PAYMENT - NFC                                             Vodafone/Visa WalletVisa Easypay                  COPYRIGHT & CO...
THE MOBILE WALLET BATTLE IS IMMINENT  Existing online      Telecoms Providers               Existing paymentpayment provid...
WHAT IS THE BATTLE OVER?                     +	                       +	                            +	                    ...
MOBILE’S PHYSICAL RETAIL REVOLUTION      ENHANCED INFORMATION                +        PRICE COMPARISON                +   ...
SUMMARY•  We need to think mobile first in a multi screen world•  Mobile is not just a silo for mcommerce•  Product = Marke...
COPYRIGHT & CONFIDENTIAL
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03 omma retail ross sleight

  1. 1. MOBILE – SMART DEVICES AT THE HEART OFRETAIL MARKETINGROSS SLEIGHTCHIEF STRATEGY OFFICER COPYRIGHT & CONFIDENTIAL
  2. 2. INTRODUCING SOMOWorld’s largest independent mobile marketing companyEurope’s fastest growing mobile company – GP Bullhound94 dedicated mobile expertsGlobal service through local offices EMEA, US and APACStrategy & innovation, creative and production, media, reporting & tracking
  3. 3. MOBILE VELOCITY COPYRIGHT & CONFIDENTIAL
  4. 4. BACK IN 2002 DIGITAL WAS SIMPLE COPYRIGHT & CONFIDENTIAL
  5. 5. BY 2008 SOCIAL MEDIA STARTED TO CHANGE THIS COPYRIGHT & CONFIDENTIAL
  6. 6. 2009 2010 2011 2012 THE YEAR OF MOBILE COPYRIGHT & CONFIDENTIAL
  7. 7. CONTEXT – 2012 THE YEAR OF MOBILESource:  LOCOG   COPYRIGHT & CONFIDENTIAL
  8. 8. MOBILE CREATES ADDITIONAL COMPLEXITY COPYRIGHT & CONFIDENTIAL
  9. 9. VELOCITY - MACRO SHIFTSNEW PLATFORMS NEW OPERATING SYSTEMS NEW ECOSYSTEMS
  10. 10. USAGE – ADVERTISING NOT MATCHING CUSTOMER BEHAVIOUR COPYRIGHT & CONFIDENTIAL
  11. 11. LEADING TO MASS AUDIENCE FRAGMENTATION COPYRIGHT & CONFIDENTIAL
  12. 12. MOBILE RETAIL COPYRIGHT & CONFIDENTIAL
  13. 13. USAGE – MOBILE COMMERCEAccessed mobile retail site in last month on smartphone 23% 23% 14% 10% 9% COPYRIGHT & CONFIDENTIAL
  14. 14. BEHAVIOUR CHANGE COPYRIGHT & CONFIDENTIAL
  15. 15. ACCESSING MOBILE 35+ TIMES A DAY COPYRIGHT & CONFIDENTIAL
  16. 16. “FINDING” - VELOCITY COPYRIGHT & CONFIDENTIAL
  17. 17. “FINDING” - URGENT COPYRIGHT & CONFIDENTIAL
  18. 18. SMARTPHONE RETAIL INNOVATION COPYRIGHT & CONFIDENTIAL
  19. 19. CONTENT AND UTILITY PROVIDES VALUEGet the look across product range Providing advice and reference driven by celebrity
  20. 20. LOCALITY + SCARCITY + VALUE + IMMEDIACY = MOBILE Groupon – Local focus Groupon Now – local, Immediate, time specific, focused offering COPYRIGHT & CONFIDENTIAL
  21. 21. MAINSTREAM ADOPTION OF DAILY DEALSFirst generation mobile site – port from web Second generation site – focus on Daily Deals
  22. 22. SOCIAL AGGREGATIONPinterest – No.3 social network in US Fancy – designer focused experience COPYRIGHT & CONFIDENTIAL
  23. 23. GIFT LISTS•Another aspect of social shopping•Integrated Facebook social graph•Suggestions of gifts based on profile COPYRIGHT & CONFIDENTIAL
  24. 24. SMARTPHONE RETAIL INNOVATION CONTENT AND UTILITY +DAILY DEALS DRIVE IMPULSE PURCHASE ON MOBILE + DEEP SOCIAL INTEGRATION + PERSONALISATION COPYRIGHT & CONFIDENTIAL
  25. 25. TABLET RETAIL COPYRIGHT & CONFIDENTIAL
  26. 26. TABLETS HAVE HIGHER CONVERSION RATES COPYRIGHT & CONFIDENTIALSource:  Affiliate  Window  
  27. 27. TABLETS HAVE HIGHER AVERAGE ORDER VALUES COPYRIGHT & CONFIDENTIAL
  28. 28. WHY ARE TABLETS CONVERTING SO WELL? COPYRIGHT & CONFIDENTIAL
  29. 29. TABLET REAL ESTATE SELLS PRODUCT BETTER COPYRIGHT & CONFIDENTIAL
  30. 30. TABLETS PROVIDE ENGAGEMENT AND UTILITY COPYRIGHT & CONFIDENTIAL
  31. 31. TABLETS CAN ENGAGE THROUGH CONTENT COPYRIGHT & CONFIDENTIAL
  32. 32. TABLET RETAIL INNOVATIONBEAUTIFULLY PRESENTED PRODUCTS + SIMPLIFIED PRESENTATION + CONTENT AND UTILITY + VIDEO COPYRIGHT & CONFIDENTIAL
  33. 33. MOBILE’S PHYSICAL RETAIL REVOLUTION COPYRIGHT & CONFIDENTIAL
  34. 34. UNDERSTAND USER BEHAVIOUR COPYRIGHT & CONFIDENTIAL
  35. 35. PURCHASE NOT THE ONLY OBJECTIVE ON MOBILE 31% 39% 24% of smartphone users of smartphone users of smartphone users have purchased a have researched have researched product or service on their mobile on their mobile on their mobile then bought on PC then bought in StoreSource:  Google  Our  Mobile  Planet  2012   COPYRIGHT & CONFIDENTIAL
  36. 36. QR IN STORE Ralph Lauren – QR clothing labelBest Buy – QR price tags COPYRIGHT & CONFIDENTIAL
  37. 37. QR IN STOREDiesel – social sharing Macy’s - additional content COPYRIGHT & CONFIDENTIAL
  38. 38. QR STORESTesco – Gatwick Airport ebay UK – Xmas pop up shop COPYRIGHT & CONFIDENTIAL
  39. 39. SCANNING – OPPORTUNITY AND THREAT COPYRIGHT & CONFIDENTIAL
  40. 40. AR IN STOREMacy’s - believe AR Lego – Digital AR Box
  41. 41. IKEA AUGMENTED CATALOGUE COPYRIGHT & CONFIDENTIAL
  42. 42. AUDIO TRIGGERS - SHOPKICK COPYRIGHT & CONFIDENTIAL
  43. 43. PAYMENT BY SCAN Starbucks card payment COPYRIGHT & CONFIDENTIAL
  44. 44. PAYMENT - NFC Vodafone/Visa WalletVisa Easypay COPYRIGHT & CONFIDENTIAL
  45. 45. THE MOBILE WALLET BATTLE IS IMMINENT Existing online Telecoms Providers Existing paymentpayment providers infrastructure providers COPYRIGHT & CONFIDENTIAL
  46. 46. WHAT IS THE BATTLE OVER? +   +   +   = NFC Offers and Deals Location Loyalty Big Data Instantaneous Tailored and Time and context Insight into Huge customerPhysical payment targeted to users sensitive offers Customer’s lifestyle insight which canMicro transactions and deals to maximise loyalty be commercially leveraged COPYRIGHT & CONFIDENTIAL
  47. 47. MOBILE’S PHYSICAL RETAIL REVOLUTION ENHANCED INFORMATION + PRICE COMPARISON + LOYALTY + PAYMENT COPYRIGHT & CONFIDENTIAL
  48. 48. SUMMARY•  We need to think mobile first in a multi screen world•  Mobile is not just a silo for mcommerce•  Product = Marketing (especially on mobile)•  Drive product through understanding user behaviours on platforms•  Exploit the physical/mobile bridge at all customer touchpoints COPYRIGHT & CONFIDENTIAL
  49. 49. COPYRIGHT & CONFIDENTIAL
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