Cabelas:	  Adding	  Context	  To	  Next	  Genera6on	  Marke6ng	  Presented by Session sponsored by
#CCSeries13About	  CCS	  2013	  ü 9 Webinars, 4 Daysü Sessions covering Mobile,Social, Store Ops,X-Channel, and moreü F...
#CCSeries13Follow	  The	  Webcast	  On	  Twi:er	  #CCSeries13	  @ConnectConsumer	  @RTouchPoints	  
#CCSeries13About	  Retail	  TouchPoints	  ü Launched in 2007ü More than 25,000 subscribersü Provide executives with rel...
#CCSeries13BrightTALK	  
#CCSeries13Today’s	  Panelists	  Julie AskVP, Principal AnalystForrester ResearchDebbie HaussEditor-in-ChiefRetail TouchPo...
Making Leaders SuccessfulEvery Day
Mobile Commerce: Key TrendsJulie Ask, Vice PresidentMay 22, 2013
Mobile will be the primary digitalconnection to your customers.
A quote from Forrester’s James McQuivey:›  "When consumers adopt technology,they do old things in new ways; whenpeople int...
© 2012 Forrester Research, Inc. Reproduction ProhibitedConsumers use phones while shopping11Source: North American Technog...
© 2012 Forrester Research, Inc. Reproduction Prohibited… and they use them in stores12Source: North American Technographic...
© 2012 Forrester Research, Inc. Reproduction ProhibitedThey are still doing old things in new ways13Source: North American...
© 2012 Forrester Research, Inc. Reproduction ProhibitedMobile Trends: Consumer Impact1.  Mobile platforms will be the cata...
© 2012 Forrester Research, Inc. Reproduction ProhibitedMobile Trends: Enterprise Impact5.  Mobile will require more formal...
7. Spending will increase: the majority ofmobile costs are to support the back endFebruary 2013 “2013 Mobile Trends For eB...
© 2012 Forrester Research, Inc. Reproduction Prohibited13%1%1%3%4%21%15%15%28%I dont knowMore than $50M USDBetween $20M an...
© 2012 Forrester Research, Inc. Reproduction ProhibitedMobile Trends: Business Models1. Offer deeper consumer engagement2....
• Bar code scanning• Consumer reviews• Coupons• In-store navigation• Lists (e.g., weddingregistries)• Loyalty• Promotions•...
3. Pricing can and will vary by locationIf a retailer knows I am home,they may offer a priceassuming I won’t get in my car...
4. Industries with complex or datedbusiness models ….TaxiMedallion InsuranceDispatchCall IVRWaiting WaitingNo Transparency
… will be susceptible to disruption asmobile phones eliminate elements …TaxiMedallion InsuranceDispatchCall IVRWaiting Wai...
… and offer value add services• Value-add services include: choiceof car, electronic receipts, cartracking, driver ratings...
Location plays a key role inthe “Sales & Marketing”approach shift.
© 2013 Forrester Research, Inc. Reproduction Prohibited 26Future retail will be “Mobile First” withcontext:› Delivering re...
Think of this less as “Big Brother” watchinghttp://www.flickr.com/photos
. . . and more like “Big Mother” helping
The line between creepy andhelpful is thin, gray, and curvy.
Creepy or helpful?What your phone/Amex knows:•  You have traveled to Mexico.•  You have rented a car.•  You are staying at...
Creepy or helpful?What your phone/AMEX knows:•  You have traveled to Mexico.•  You have rented a car.•  You are staying at...
Commerce … in real timeGoing forward, the physical world — my shoes, a purse I see,a movie poster at the bus stop — will b...
Advertising … in real timeMobile tactics such as augmented reality on phones or GoogleGlass can be used to help travelers ...
› Starbuck’sPersonalize Decisions … in real timeMobile will help consumers make the best decisions for themwhether they ar...
Thank you.Julie Ask+1 415 355 6002jask@forrester.comwww.forrester.com
Localpoint®© 2013 Digby. CONFIDENTIAL	  Cabela’s: Adding Context toNext Generation MarketingGregory HickmanMobile Marketin...
Localpoint®© 2013 Digby. CONFIDENTIAL	  Developing a Mobile Strategy
Localpoint®© 2013 Digby. CONFIDENTIAL	  Adding Context to Mobile
Localpoint®© 2013 Digby. CONFIDENTIAL	  Mobile Campaigns
Localpoint®© 2013 Digby. CONFIDENTIAL	  Results
Localpoint®© 2013 Digby. CONFIDENTIAL	  Effect Context Has on Results
Localpoint®© 2013 Digby. CONFIDENTIAL	  Key Learnings
Localpoint®© 2013 Digby. CONFIDENTIAL	  Eric NewmanVP Products & MarketingDigby
Localpoint®© 2013 Digby. CONFIDENTIAL	  Retailers Must Adopt New Strategies	Send…with the Right Valuein the Right Placeat ...
Localpoint®© 2013 Digby. CONFIDENTIAL	  System Overview	SDK•  iOS & Android•  Location Detection•  Event Triggers•  Offer ...
Localpoint®© 2013 Digby. CONFIDENTIAL	  …By Leveraging Localpoint	OutreachDrive store traffic throughcontextual mobile mes...
Localpoint®© 2013 Digby. CONFIDENTIAL	  The Localpoint Difference•  Sophisticated location detection•  Supports a broad ra...
#CCSeries13Q&A	  
#CCSeries13Q&A	  	  //	  	  Panelists	  Julie AskVP, Principal AnalystForrester ResearchDebbie HaussEditor-in-ChiefRetail ...
#CCSeries13Redefining	  The	  Shopping	  Experience	  With	  Mobile	  EngagementToday, 4 PM ET / 1 PM PTThank	  You	  	  Fo...
Cabela's: Adding Context To Next Generation Marketing
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Cabela's: Adding Context To Next Generation Marketing

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Join guest speakers Gregory Hickman, Mobile Marketing Manager at Cabela’s and Julie Ask, Analyst at Forrester Research, Inc. as they discuss the opportunity for retailers and brands to better engage the perpetually connected consumer, delivering the right message to the right person at the right time and place, driving store traffic and enhancing the in-store experience. This session is brought to you by Digby, the leader in location-based marketing technology for retailers and brands.

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Cabela's: Adding Context To Next Generation Marketing

  1. 1. Cabelas:  Adding  Context  To  Next  Genera6on  Marke6ng  Presented by Session sponsored by
  2. 2. #CCSeries13About  CCS  2013  ü 9 Webinars, 4 Daysü Sessions covering Mobile,Social, Store Ops,X-Channel, and moreü Featuring industryanalysts and consultantsü Free for Retail executiveswww.retailtouchpoints.com/connected-consumer-2013
  3. 3. #CCSeries13Follow  The  Webcast  On  Twi:er  #CCSeries13  @ConnectConsumer  @RTouchPoints  
  4. 4. #CCSeries13About  Retail  TouchPoints  ü Launched in 2007ü More than 25,000 subscribersü Provide executives with relevant,insightful contentü Free Resources such as White Papers,E-book, Webinars, Research andPodcastswww.RetailTouchPoints.com
  5. 5. #CCSeries13BrightTALK  
  6. 6. #CCSeries13Today’s  Panelists  Julie AskVP, Principal AnalystForrester ResearchDebbie HaussEditor-in-ChiefRetail TouchPointsMODERATOREric NewmanVP, Products and MarketingDigbyGreg HickmanMobile MarketingManagerCabela’s
  7. 7. Making Leaders SuccessfulEvery Day
  8. 8. Mobile Commerce: Key TrendsJulie Ask, Vice PresidentMay 22, 2013
  9. 9. Mobile will be the primary digitalconnection to your customers.
  10. 10. A quote from Forrester’s James McQuivey:›  "When consumers adopt technology,they do old things in new ways; whenpeople internalize technology, they findnew things to do."For the most part, we are still doingold things in new ways ….
  11. 11. © 2012 Forrester Research, Inc. Reproduction ProhibitedConsumers use phones while shopping11Source: North American Technographics® Retail Online Survey, Q2 2012 (US)“Which of the following have you ever used your cell phone/smartphone for?”3%5%5%6%6%6%7%8%8%9%9%9%9%11%17%18%To reserve items at a store for pickupTo look for online selfTo store my membership card/loyalty cardTo access my loyalty rewards accountTo "check-in" to a store using a location based applicationTo learn about an in-store promotion or eventTo check in-store availability of a productTo check availability of a product in an online storeTo take picture of myself in a product to share with friendsTo read customer reviews of a productTo scan 2-D barcodes to get additional informationTo find or redeem a coupon/coupon codeTo compare physical store prices with online pricesTo look up product information while shopping in a storeTo take picture of a product to share with friendsTo locate a nearby store or to check store hoursBase: 3,842 US online adults (18+) who own cell phones
  12. 12. © 2012 Forrester Research, Inc. Reproduction Prohibited… and they use them in stores12Source: North American Technographics® Retail Online Survey, Q2 2012 (US)“Which of the following have you ever used your cell phone/smartphone for?”Base: 3,842 US online adults (18+) who own cell phonesIn-store
  13. 13. © 2012 Forrester Research, Inc. Reproduction ProhibitedThey are still doing old things in new ways13Source: North American Technographics® Retail Online Survey, Q2 2012 (US)“Which of the following have you ever used your cell phone/smartphone for?”Base: 3,842 US online adults (18+) who own cell phonesNew Things
  14. 14. © 2012 Forrester Research, Inc. Reproduction ProhibitedMobile Trends: Consumer Impact1.  Mobile platforms will be the catalyst for the nextgeneration of connected experiences2.  Tablet commerce will outpace mobile commerce, butthe comparison is irrelevant3.  Sophisticated analytics wrapped around big data willpower next generation, smart apps4.  Mobile will play a leading role in engaging consumersin emerging markets
  15. 15. © 2012 Forrester Research, Inc. Reproduction ProhibitedMobile Trends: Enterprise Impact5.  Mobile will require more formal organizations,process and governance6.  Strategic staffing will increase in importance7.  Spending will increase – especially to enable mobileservices8.  The availability of adjacent technologies will limitmobile servicesThe age of mobile on the cheap is over
  16. 16. 7. Spending will increase: the majority ofmobile costs are to support the back endFebruary 2013 “2013 Mobile Trends For eBusiness Professionals”
  17. 17. © 2012 Forrester Research, Inc. Reproduction Prohibited13%1%1%3%4%21%15%15%28%I dont knowMore than $50M USDBetween $20M and $50M USDBetween $10M and $20M USDBetween $5M and $10M USDBetween $1M and $5M USDBetween $500K and $1M USDBetween $250K and $500K USDLess than $250K USDInvestments in mobile are too small with58% spending less than $1M annuallyWhat kind of investment in mobile do you foresee your company making in 2013?(We’re referring here to external spend on services and vendors)Base: 160 eBusiness ProfessionalsSource: Global Mobile Maturity Survey (Q4 2012)Don’t take this as a benchmark –take this as a data point thatmobile efforts are underfunded.Industry leaders are well into theseven- if not eight figuresannually.
  18. 18. © 2012 Forrester Research, Inc. Reproduction ProhibitedMobile Trends: Business Models1. Offer deeper consumer engagement2. Evolve into real-time interactions that depend heavily oncontextual information3. Alter pricing models4. Up-end existing cost structures (lower barriers to entry) anddisintermediate ecosystem players5. Facilitate real time access to information and services forthe billionsMobile will disrupt existing business models.
  19. 19. • Bar code scanning• Consumer reviews• Coupons• In-store navigation• Lists (e.g., weddingregistries)• Loyalty• Promotions• Shopping listsIn-store• Coupons• In-store inventory• Nearest “store”• Pricing• PromotionsCompetitor’s store• Coupons• How-to videos• In-store inventory• Research tools• Shopping listbuilding• Store hours• Store location• Weekly circularHomeRetail example based on user location2. Intelligence added to location will dictateconsumer experiences on mobileImage: Julie Ask
  20. 20. 3. Pricing can and will vary by locationIf a retailer knows I am home,they may offer a priceassuming I won’t get in my carand drive.If a retailerknows I amin the store,they maypriceassuming Ineed theproductnow.
  21. 21. 4. Industries with complex or datedbusiness models ….TaxiMedallion InsuranceDispatchCall IVRWaiting WaitingNo Transparency
  22. 22. … will be susceptible to disruption asmobile phones eliminate elements …TaxiMedallion InsuranceDispatchCall IVRWaiting WaitingNo Transparency
  23. 23. … and offer value add services• Value-add services include: choiceof car, electronic receipts, cartracking, driver ratings/reviews,timely information, etc.• Vehicles are identified quicklywithout lengthy IVR interactions or“hold” times• Mobile-first company/service
  24. 24. Location plays a key role inthe “Sales & Marketing”approach shift.
  25. 25. © 2013 Forrester Research, Inc. Reproduction Prohibited 26Future retail will be “Mobile First” withcontext:› Delivering relevancy› Simplifying tasks› Creating a personalized serviceslayered on top of the physicalworld
  26. 26. Think of this less as “Big Brother” watchinghttp://www.flickr.com/photos
  27. 27. . . . and more like “Big Mother” helping
  28. 28. The line between creepy andhelpful is thin, gray, and curvy.
  29. 29. Creepy or helpful?What your phone/Amex knows:•  You have traveled to Mexico.•  You have rented a car.•  You are staying at the Westin.•  The weather there is 92oF.“We suspect you are drivingto Chichen Itza today. Ourtravel partner is offering aspecial price on tours ifbooked with your Amex.”
  30. 30. Creepy or helpful?What your phone/AMEX knows:•  You have traveled to Mexico.•  You have rented a car.•  You are staying at the Westin.•  The weather there is 92oF.“We see your card was justused to purchase tickets toChichen Itza. Please enteryour 4-digit passcode toconfirm you have possessionof your card.”
  31. 31. Commerce … in real timeGoing forward, the physical world — my shoes, a purse I see,a movie poster at the bus stop — will be catalysts forspontaneous commerce.
  32. 32. Advertising … in real timeMobile tactics such as augmented reality on phones or GoogleGlass can be used to help travelers find restaurants that fittheir tastes, budgets, attire, etc. while on the go.
  33. 33. › Starbuck’sPersonalize Decisions … in real timeMobile will help consumers make the best decisions for themwhether they are dieting, gluten-free or have a child with a nutallergy.150 Cal 400 Cal280 Cal300 Cal
  34. 34. Thank you.Julie Ask+1 415 355 6002jask@forrester.comwww.forrester.com
  35. 35. Localpoint®© 2013 Digby. CONFIDENTIAL  Cabela’s: Adding Context toNext Generation MarketingGregory HickmanMobile Marketing Mgr.Cabela’s
  36. 36. Localpoint®© 2013 Digby. CONFIDENTIAL  Developing a Mobile Strategy
  37. 37. Localpoint®© 2013 Digby. CONFIDENTIAL  Adding Context to Mobile
  38. 38. Localpoint®© 2013 Digby. CONFIDENTIAL  Mobile Campaigns
  39. 39. Localpoint®© 2013 Digby. CONFIDENTIAL  Results
  40. 40. Localpoint®© 2013 Digby. CONFIDENTIAL  Effect Context Has on Results
  41. 41. Localpoint®© 2013 Digby. CONFIDENTIAL  Key Learnings
  42. 42. Localpoint®© 2013 Digby. CONFIDENTIAL  Eric NewmanVP Products & MarketingDigby
  43. 43. Localpoint®© 2013 Digby. CONFIDENTIAL  Retailers Must Adopt New Strategies Send…with the Right Valuein the Right Placeat the Right Timeto the Right Personthe Right Message
  44. 44. Localpoint®© 2013 Digby. CONFIDENTIAL  System Overview SDK•  iOS & Android•  Location Detection•  Event Triggers•  Offer WalletMarketer’s Console•  Location Management•  Campaign Management•  Campaign Analytics•  Location Analytics
  45. 45. Localpoint®© 2013 Digby. CONFIDENTIAL  …By Leveraging Localpoint OutreachDrive store traffic throughcontextual mobile messaging.VenueEngage customers in yourphysical stores.AnalyticsLearn consumer beforethrough store analytics.
  46. 46. Localpoint®© 2013 Digby. CONFIDENTIAL  The Localpoint Difference•  Sophisticated location detection•  Supports a broad range of use cases•  Enterprise-grade services & products•  Deep location analytics & insights•  Ready to integrate with retailer systemsEric Newmanenewman@digby.com802.802.0298
  47. 47. #CCSeries13Q&A  
  48. 48. #CCSeries13Q&A    //    Panelists  Julie AskVP, Principal AnalystForrester ResearchDebbie HaussEditor-in-ChiefRetail TouchPointsMODERATOREric NewmanVP, Products and MarketingDigbyGreg HickmanMobile MarketingManagerCabela’s
  49. 49. #CCSeries13Redefining  The  Shopping  Experience  With  Mobile  EngagementToday, 4 PM ET / 1 PM PTThank  You    For  Joining  Us  www.retailtouchpoints.com/connected-consumer-2013The next Connected Consumer Series session…

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