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Mobile Retail - Engaging the Customers in your Store
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Mobile Retail - Engaging the Customers in your Store

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Nick Fotis of Arc Worldwide provides insights into what they're doing for the biggest brands to engage customers in the mobile retail space.

Nick Fotis of Arc Worldwide provides insights into what they're doing for the biggest brands to engage customers in the mobile retail space.

Published in Economy & Finance
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Transcript

  • 1. Mobile Retail!Engaging YourCustomers in Your Store!
  • 2. Nick Fotis! Manager, Digital Strategy! Arc Worldwide!
  • 3. Agenda! Retail innovation in the context of successful use! Guiding strategic tenets ! Where to start!
  • 4. We need an app!!
  • 5. Letʼs do QR codes!!
  • 6. We should be
 doing LBS!!
  • 7. New technology is implementedsuccessfully when...
! It addresses a defined There is a defined marketing objective! lifecycle! There is a clear purpose A promotional plan is in why a shopper would use it! place to support it! Our shoppers use the technology!
  • 8. Case studies!
  • 9. Carlʼs Jr / Hardeeʼs
Happy Star Rewards Mobile Application!
  • 10. Carlʼs Jr / Hardeeʼs
TV Promotion!
  • 11. Carlʼs Jr / Hardeeʼs
Program Elements! Social! Native Facebook app features game functionality!Rewards Program integratedacross platforms! Apps! LBS! Native apps in Android & Tied to Hardees/Carls Jr. iPhone platforms! store locator, rewards issued for check ins!
  • 12. How Carlʼs Jr/Hardeeʼs Created Meaning
! marketing objective! lifecycle! Drive store visits! Lives with the rewards program! purpose! promoted! Get deals! TV, online: Rewards Program integrated across platforms! use! Non-smartphone users served by Facebook App!
  • 13. GNC
Live Well iPhone App!
  • 14. QuickTime™ and a decompressorar e needed to see this picture.
  • 15. How GNC Created Meaning
! marketing objective! lifecycle! Drive sales! Solves a core business challenge! purpose! promoted! Help shoppers understand In store, on website! stuff in bottles! use! Shoppers have iPhones, mobile site supports others!
  • 16. IKEA
Spain Mobile Catalog!
  • 17. IKEA
Program Elements! Augmented Reality! App stores pictures of items, overlays them on to 
 the camera view!Messaging! Mobile site! LBS!Users can sign up for SMS Mobile site built around store Linked with 
alerts of Ikea news 
 locator, also showcases deals Ikea store locator!and specials! and engaging content !
  • 18. How IKEA Created Meaning
! marketing objective! lifecycle! Drive sales, reduce returns! Ongoing – solves a core 
 business challenge! purpose! A key challenge of furniture promoted! In store, on website, in catalog! shopping: visualizing how furniture fits into home! use! Global experience with iPhone apps, site serves everyone!
  • 19. Coach
The Kristin Collection!
  • 20. How Coach Created Meaning
! marketing objective! lifecycle! Drive sales! Can live on by creating programs around different designers! purpose! Deepen shopper/designer promoted! In store, on site! connection! use! Coach shoppers index higher to smartphones!
  • 21. Old Navy + Shazam Partnership
Old Navy Records!
  • 22. QuickTime™ and a decompressorar e needed to see this picture.
  • 23. How Old Navy Created Meaning
! marketing objective! lifecycle! Drive brand engagement! Could live on with new artists, commercials! purpose! Deepen connection 
 promoted! In store, on site, TV! with shoppers via music! use! Teens index higher to iPod Touch, Android devices!
  • 24. iButterfly
Experimental Coupon Platform!
  • 25. QuickTime™ and a decompressorar e needed to see this picture.
  • 26. How iButterfly Created Meaning
! marketing objective! promoted! Deliver coupons to shoppers! Online! purpose! Gamifies deal acquisition! use! Implements technology that can be used by the primary target audience!
  • 27. Toys r us
Bar code coupons, SMS alerts!
  • 28. Toys r us
Program Elements!Apps! LBS! Code scanning! Messaging!Native iPhone app! Store locator! Scan barcodes for Coupons delivered via SMS! product details!
  • 29. How Toys R Us Created Meaning
! marketing objective! lifecycle! Drive sales! Solves long term business challenges! purpose! Close sales through coupons promoted! Online, in store! and product information! use! Significant share of parents using advanced devices!
  • 30. GranataPet
GranataPet Snack Check!
  • 31. GranataPet
GranataPet Snack Check! LBS! Ads! Foursquare check in! Digital outdoor ads! Sampling! Digitally activated sampling!
  • 32. How GranataPet R Us Created Meaning
! marketing objective! lifecycle! Drive trial! Short term! purpose! promoted! See the satisfaction dogs get Promotes itself! from GranataPet food! use! Any device that can run Foursquare!
  • 33. Where to Start!
  • 34. Where to start?! purpose! What is the primary need?! discovery! Can users find us?! Learnings! What is success? Are we measuring success?!
  • 35. Thank You! Nick Fotis! @nick_fotis! nick.fotis@arcww.com! Manager, Digital Strategy! Arc Worldwide!