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2015 Guide to Integrating Mobile Shopper Marketing

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This comprehensive guide is packed with tips, tricks and proven strategies to integrate mobile into your shopper marketing strategies.

2015 Guide to Integrating Mobile Shopper Marketing

  1. 1. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 1  |  Integrate Mobile with Shopper Marketing
  2. 2. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 2  |  Integrate Mobile with Shopper Marketing 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?
  3. 3. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 3  |  Integrate Mobile with Shopper Marketing 1. Why Mobile? 2. Mobile In Action 3. Trends & The Future of Mobile Shopper Marketing
  4. 4. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 4  |  Integrate Mobile with Shopper Marketing 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.
  5. 5. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 5  |  Integrate Mobile with Shopper Marketing 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.
  6. 6. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 6  |  Integrate Mobile with Shopper Marketing “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
  7. 7. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 7  |  Integrate Mobile with Shopper Marketing “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
  8. 8. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 8  |  Integrate Mobile with Shopper Marketing “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   Why Mobile? Webrooming & Showrooming
  9. 9. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 9  |  Integrate Mobile with Shopper Marketing 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. Why Mobile? Webrooming & Showrooming
  10. 10. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 10  |  Integrate Mobile with Shopper Marketing 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  
  11. 11. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 11  |  Integrate Mobile with Shopper Marketing 1. Why Mobile? 2. Mobile In Action 3. Trends & The Future of Mobile Shopper Marketing
  12. 12. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 12  |  Integrate Mobile with Shopper Marketing 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
  13. 13. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 13  |  Integrate Mobile with Shopper Marketing 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
  14. 14. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 14  |  Integrate Mobile with Shopper Marketing Case Studies Mobile Coupon Circular CPG On-Pack In-Store Engagement Mobile in Action Examples
  15. 15. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 15  |  Integrate Mobile with Shopper Marketing •  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
  16. 16. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 16  |  Integrate Mobile with Shopper Marketing •  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
  17. 17. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 17  |  Integrate Mobile with Shopper Marketing 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
  18. 18. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 18  |  Integrate Mobile with Shopper Marketing "  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
  19. 19. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 19  |  Integrate Mobile with Shopper Marketing 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
  20. 20. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 20  |  Integrate Mobile with Shopper Marketing 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:
  21. 21. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 21  |  Integrate Mobile with Shopper Marketing How does mobile impact my KPIs? 1.  Driving Foot Traffic 2.  Audience Segmentation 3.  POS Conversions 4.  Increased Frequency of Revisits 5.  Brand Advocacy
  22. 22. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 22  |  Integrate Mobile with Shopper Marketing 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.
  23. 23. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 23  |  Integrate Mobile with Shopper Marketing 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.
  24. 24. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 24  |  Integrate Mobile with Shopper Marketing 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  
  25. 25. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 25  |  Integrate Mobile with Shopper Marketing 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.
  26. 26. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 26  |  Integrate Mobile with Shopper Marketing 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…
  27. 27. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 27  |  Integrate Mobile with Shopper Marketing 1. Why Mobile? 2. Mobile In Action 3. Trends & The Future of Mobile Shopper Marketing
  28. 28. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 28  |  Integrate Mobile with Shopper Marketing 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?
  29. 29. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 29  |  Integrate Mobile with Shopper Marketing 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
  30. 30. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 30  |  Integrate Mobile with Shopper Marketing 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
  31. 31. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 31  |  Integrate Mobile with Shopper Marketing 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?

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