2015 Guide to Integrating Mobile Shopper Marketing

® 2015 FunMobility, Inc. – Engagement at Every Touch Point 1
|
Integrate Mobile with Shopper Marketing

|
Why Mobile?
•  Because it already happened.
•  Beyond the App
•  Showrooming & Webrooming
•  Cross-Channel Engagement
Current Trends & the Future of
Mobile Shopper Marketing
•  iBeacon
•  Near Field Communications
•  Mobile Payments
Mobile in Action
•  Examples
•  Best Practices
•  How Does Mobile Impact
My KPIs?

|
1. Why Mobile?
2. Mobile In Action
3. Trends & The Future of

|
From the Google Shopper
Marketing Council:
•  84% of smartphone owners use their phone
to help shop while in a store
•  The average shopper uses their phone for 15
minutes in-store, per visit
•  Shoppers who frequently use their
smartphones in-store spend 40-50% moreSource: Google Shopper Marketing Council
Put simply,
Everyone has a smartphone, and they’re using it while they shop.
In other words, everyone in
the United States who can
aﬀord a phone is already
using it as an integral part of
their shopping experience, to
help them make purchase
decisions.
This behavior is consistent
across all verticals, with a
signiﬁcant percentage of
every consumer’s in-store
attention being focused on
his or her mobile device.
Why Mobile? Because it already happened.

|
From the Local Search
Association:
•  Consumers of all ages use mobile to
help them shop; including 70% of
shoppers 54+
•  The top reasons people use their
phones in-store? comparing prices
and searching for coupons
Source: Local Search Association
While younger shoppers do
rely on mobile devices more
often while shopping, it’s a
myth that older generations
don’t also regularly use their
phones while in-store.
Nearly 3/4s of seniors—the
oldest demographic—rely on
their mobile devices to assist
them with the shopping
experience.
Put simply,
Everyone has a smartphone, and they’re using it while they shop.
Why Mobile? Because it already happened.

|
“Mobile” doesn’t necessarily mean “app”
It’s a common misconception
amongst shopper marketers that
“mobile marketing” is
synonymous with “mobile apps.”
While branded mobile apps can
be extremely effective for
retailers and brands that enjoy
high-frequency, habitual
consumer interaction (Starbucks,
Target, etc.), they aren’t
necessarily an ideal investment
for everyone, nor should they
encompass any brand’s entire
mobile strategy.
If you’re only marketing to mobile
shoppers with one tactic, you’re
only reaching a fraction of your
audience, and only capturing a
fraction of their in-store mobile
attention.
•  In-store engagement
•  Interactive Mobile Coupons
•  SMS
•  Keyword specific lists
•  Mobile web
•  Mobile banner ads (in-app & web)
•  Mobile retargeting & CRM
•  Native advertising
•  Geo-targeting/Geo-conquesting
•  Responsive websites
•  AR (Augmented Reality)
•  Location finder
•  Geo-alerts/notifications
•  Image galleries
•  Video ads
•  Near Field Communications
Why Mobile? Beyond the app

|
“Webrooming":
•  Consumer researches/evaluates products
online, then buys them in-store.
Evaluate the experience of a consumer who decides
to webroom for your brand:
•  SEO-Optimized mobile/responsive website
•  Easily-discoverable mobile incentives/coupons
•  Be creative. Use interactivity & multimedia;
features unique to mobile devices.
Number of shoppers who webroom:
70%
Purchase evaluation doesn’t
necessarily happen while a
consumer is at home on their
computer.
Particularly for shoppers
who are further down the
purchase funnel, most
research is happening on
mobile—and in-store it’s all
happening on mobile.
A responsive mobile website
that’s been optimized for search
is essential, even if you don’t
oﬀer an eCommerce presence.
Make sure that you control the
mobile space around your brand.
Remember, 70% of consumers
use online research to inﬂuence
in-store purchases—so if you’re
not providing the resource they
turn to, a competitor is.
Why Mobile? Webrooming & Showrooming

|
“Showrooming":
•  Consumer researches/evaluates products in-
store, then buys them for cheaper online.
Use mobile to mitigate lost revenue from showrooming:
•  Exclusive local promotions
•  In-store engagement
•  Loyalty rewards
•  Reduced-friction purchasing
Leverage consumer aversions to online
purchases by focusing in-store marketing
materials around in-store diﬀerentiators:
•  47% don’t want to pay for shipping
•  23% don’t want to wait for delivery
•  36% believe they can negotiate a
better price in person
•  37% like that it’s easier to return items
•  46% want to physically touch the
product ﬁrst
Number of shoppers who showroom:
50%
Source:
shopify.com


|
Showrooming, webrooming, eCommerce, mCommerce, in-store…
To consumers, it’s all just “shopping.”
Shoppers don’t silo their behaviors across digital and brick-&-mortar spaces,
and neither should you.

|
Mobile integrates
every consumer touch
point into your
shopper marketing
strategy, by providing
consumers with a
vector for accessing
any touch point while
in-store.

Why Mobile? Cross-Channel Engagement
TV & Radio
Search
Desktop Display Ads
Mobile Display Ads
Mobile App
Brand Website
SMS
Email
End Caps
On-Pack
Demos & Events
Print Ads
Twitter
Facebook
Pinterest
Instagram
Mobile is in-
store,
meaning
every touch
point is now
in-store

|
1. Why Mobile?
2. Mobile In Action

|
Mobile coupons have a
redemption rate 10X that
of printed coupons.
Juniper Research 2013
Mobile coupons are probably the
simplest—but also one of the
most eﬀective—tools at a
shopper marketer’s disposal.
Redemption rates average at
about 1000% what print
coupons see, thanks to mobile’s
added convenience, more
engaging feature set, and
intrinsically more relevant reach.
Mobile coupon circulars (seen
here) can provide a variety of
monthly incentives alongside
interactive multimedia
promotions.
Mobile in Action Mobile Coupons

|
The shopper swipes to explore & redeem a
variety of interactive mobile promotions, save
or share them with friends, & access map
directions to participating locations.
Bi-monthly SMS Messages are
sent out to the brand’s entire
mobile audience
The shopper sends a simple text
message, automatically opting-in
to receive mobile oﬀers
How it works:
Mobile in Action Mobile Coupons

|
Case Studies
Mobile Coupon Circular CPG On-Pack In-Store Engagement
Mobile in Action Examples

|
•  Content & offers relevant to local
consumer needs
•  Creative execution
•  Features & functionality only
possible on mobile
Strategic Content Marketing
Results:
745% ROI for August, 2014
Retail:
Dale Hardware targeted their
audience with themed, locally-
relevant content linked to
promotional offers.
With California residents
suffering from a historically
severe draught, Dale
Hardware engaged shoppers
with a diverse multimedia
mobile coupon circular,
specially designed to help
shoppers preserve water.
Dale provided their mobile
audience with how-to videos
& tips & tricks, which in turn
linked to mobile coupons for
the featured products.
Mobile in Action Dale Hardware “Drought Alert” Mobile Promotion

|
•  Leverage on-pack media for mobile engagement
•  Diﬀerentiate your brand in-aisle/on the shelf
•  Re-target a relevant audience with SMS
Results:
In just 4 weeks, the client’s CPE (cost per engagement)
was cut in half
CPG:
On-pack & print materials can
be enhanced to provide
mobile in-store engagement
through texting keywords, QR
codes, Augmented Reality, &
near ﬁeld communications.
Chiquita Bananas created a
mobile-optimized recipe
contest to drive brand value
on a national level.
By integrating mobile calls-to-
action across every shopper
touch point, FunMobility
reduced the cost of Chiquita’s
chief KPI for this campaign
(unique users engaging with
the recipe contest) by half.
Mobile in Action Chiquita “Cooking Lab” Recipe Contest

|
BRANCHING QUIZ
•  Deliver hyper-relevant, personalized offers
•  Directly assists the shopper with purchase
decision while in-store or in-app
•  Shoppers who cite positive brand view can
be linked to popular product review sites
•  Shoppers who cite negative brand view can
be offered additional incentives for future
purchase
•  Collect custom data on different shopper
segments for market research
Results:
45% coupon redemption rate
In-Store Engagement:
In-store features like endcaps,
shopping baskets, & print
circulars are the perfect
context to include a mobile
call to action & engage the
shopper with your brand.
For beauty products retailer/
manufacturer Carol’s
Daughter, FunMobility created
a branching mobile quiz that
promised to help shoppers
find their “perfect hair care
product.”
Not only did this solution
provide valuable audience
insights, but the personalized
coupons available at the end
of the quiz had nearly 5x
better redemption.
Mobile in Action Carol’s Daughter “Hair Care Quiz” Product Promotion

|
"  Encourage a repeat visit by building it into the offer.
For example, "Buy product X and get 20% off any item on your
next visit to the store."
"  Build a mobile database.
Incentivize shoppers to sign up for ongoing SMS engagement
"  Create urgency.
Use condensed redemption windows & visual cues, like a countdown
"  Communicate offers clearly.
Messages should be short, enticing, and simple
Best Practices Mobile Coupons

|
Be Respectful of your
shoppers’ typical daily schedule.
(pay attention to opt outs)Avoid long codes
with no directions:
Identify yourself in the
actual message
Shoppers see only your short
code number as the sender.
Segment by time zone to
make sure you reach everyone at
the optimal time of day
Best Practices SMS

|
Mobile in Action Create a Mobile Strategy
Inspiration stage: Deliver helpful & emotionally engaging mobile content
•  Social Media
•  Owned Media (mobile website)
Transaction stage: Drive conversions/upsell at POS with money-saving oﬀers
•  In-Store
•  mCommerce
Post-Transaction: Retarget with relevant content to drive advocacy and additional
conversions by incentivizing return visits
•  Engagement SMS/Push Notiﬁcations
•  Email
•  Incentivized Social Sharing
Your mobile strategy should tell a compelling brand story along the entire purchase journey:

|
How does mobile impact my KPIs?
1.  Driving Foot Traﬃc
2.  Audience Segmentation
3.  POS Conversions
4.  Increased Frequency of Revisits
5.  Brand Advocacy

|
How does mobile impact my KPIs? Driving Foot Traﬃc
"   Geo-Targeting/Geo-Conquesting Mobile Ad campaigns
"   Store Finder
"   Geo-Alerts
"   Re-Targeting
"   Social Share
Toyota claims a 45% lift in foot traﬃc via
consumers who were served a mobile ad at
competing lots, compared to those who did
not receive one.
Source:
AdWeek

Unlike desktop ads, which can
only be locally targeted by IP
address, geo-targeted mobile
ads can reach customers
within a pre-determined
custom geo-fenced area,
using latitude & longitude.
This means shoppers can be
served targeted mobile ads
while in and around your store
– or a competitor’s.
It also means that your
competitors can advertise to
shoppers while they are
physically in your store.

|
How does mobile impact my KPIs? Audience Segmentation
"   SMS Engagement - Segment by keyword
"   Eagle Eye (activity at a local level)
"   Time of day (at home/work?)
"   Reference against local demographic data
(residential & commercial)
*in thousands
Retailers & brands with
multiple products, or products
that serve a diverse audience,
may not wish to target the
same promotions to their
entire list.
An easy solution for in-store
audience segmentation is to
use separate SMS programs
triggered with diﬀerent text
keywords.
Geographic reporting, made
possible with features like
FunMobility’s “Eagle Eye,”
provides a map of audience
engagement hotspots that
can be cross-referenced
against local demographic
data for a complete picture of
your mobile audience.

|
How does mobile impact my KPIs? POS Conversions
"   Mobile coupon redemptions rates are
10x that of print coupons
"   Digital rewards can help diﬀerentiate
in-aisle
"   In-Store Engagement streamlines the
consideration process by delivering
personalized content to the shopper’s
mobile device
% of mobile searches
resulting in a local brick &
mortar purchase
Source:
Comscore

Consumers who shop across
in-store, mobile, & online
channels are expected to
spend 66% more on gifts than
those shopping in-store only.
Average projected gift spend
for the holiday season, 2014:
$592 for mobile shoppers
vs.
$357 for in-store only
shoppers
74% of shoppers say that they
will be inﬂuenced by mobile
coupons/promotions this
holiday season.
Source:
Deloi8e

|
How does mobile impact my KPIs? Increased Frequency of Revisits
"   Mobile Retargeting via SMS/Push
"   Timed coupons to drive urgency
"   Rewards-based Loyalty Apps
Average annual increase in revisits for
mobile-engaged shoppers:
25%
SMS open rates range from
95%-97%, usually within 3
minutes of being delivered.
The average CTR (click through
rate) across all our clients’ SMS
campaigns is 36%.
Taken together, this means
virtually everyone who opts in
to receive engagement SMS will
open them, and one in three
will click through to a deeper
mobile engagement page,
incentivizing a return store visit.

|
How does mobile impact my KPIs? Brand Advocacy
"   Encourage Social Share (“Show & Tell”)
"   Branching surveys link to review sites like Yelp
"   Emotionally-engaging experiences
"   Games
Mobile-ﬁrst features and
functionality like the touch screen,
camera, & gyroscope enable deeply
interactive brand experiences in a
personal context.
An often-overlooked but extremely
simple way to promote advocacy is
to include a prominent “share”
button with every promotion, which
provides a measure of control over
how social share is executed.
…their future mobile brand engagement
activity increases by 300%
If the shopper is served an emotionally
engaging mobile experience…

|
1. Why Mobile?
2. Mobile In Action

|
Trends & the future of mobile shopper marketing iBeacon
iBeacon is:
•  Bluetooth software that allows shopper marketers to trigger
push notiﬁcations based on region or range
•  Provide hyper-relevant in-store engagement
•  Solves problems of poor in-store mobile reception
Current range of beacon transmitters:
•  Max 450 meters from device
Obstacles to widespread adoption:
•  Shoppers must take the initiative
Phones must have a beacon-using app running, turn on Bluetooth,
accept location services on the relevant app, & agree to receive in-
store or indoor notiﬁcations
•  Competition
Remember VHS and Betamax?
“18% percent of marketers said they are using beacons
today in tests or active deployment and that rate is going
to double in 2015.” - Ray Pun, strategic marketing
manager, Adobe Mobile Solutions.
“Less than 1% of the 3.6 million retail stores in the U.S.
make use of iBeacon.” - Mark Hung, Gartner analyst
But are your competitors using it?

|
Trends & the future of mobile shopper marketing Near Field Communications
NFC allows shopper marketers to create:
•  Proximity-triggered mobile events, either from a trigger
point or from the user’s device
Range:
•  Within a few inches
Primary uses:
•  In-store mobile engagement through the use of “smart” signage
•  Storing & scanning mobile coupons
•  Mobile payments

|
Trends & the future of mobile shopper marketing Mobile Payments
Apple Pay/Google Wallet
•  Uses NFC for a streamlined “Tap to Pay” experience
•  Downsides:
•  Adoption hampered by retail consortium black listing
•  Not all devices are NFC-compatible, even iOS devices
older than the iPhone 6 are not compatible
Current C
•  Uses QR codes at checkout, bypasses credit card fees
•  Downsides:
•  Security concerns – recently hacked
•  Clunky user experience
In-App, In-Store
•  Eliminates physical checkout altogether, shopper completes
purchase entirely in-app

|
FunMobility powers measurable mobile connections between brand
& audience
Partners & clients include Walmart, Chiquita, 3M, and Burger King,
who leverage FunMobility’s award-winning Mobile Engagement
Platform to execute marketing strategies that generate measurable
ROI and actionable insights.
FunMobility’s rich media creation, promotion, and data capabilities
enable full-funnel engagement and attribution for all audience
activity across paid, owned, in-store, and social media.
About Us
For additional information, contact us:
Funmobility.com
(855)75-MOBILE
marketing@funmobility.com
How well are you reaching your mobile audience?

2015 Guide to Integrating Mobile Shopper Marketing

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (9)

Similar to 2015 Guide to Integrating Mobile Shopper Marketing

Similar to 2015 Guide to Integrating Mobile Shopper Marketing (20)

More from FunMobility

More from FunMobility (12)

2015 Guide to Integrating Mobile Shopper Marketing