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Marketing to the Mobile Shopper

Before long, all shoppers will be mobile shoppers. The answers about how to win with mobile shoppers are not about technology. It’s not about mobile sites versus apps, iPhone versus Android or even retailers versus manufacturers. The answers are found by looking through the eyes of the mobile shopper.

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  America’s most
    important
    shopping partner


A mobile shopper research study
   2011 Leo Burnett & Arc Worldwide
Before too long, all shoppers are going to become mobile shoppers. The answers about how to win with
mobile shoppers are not about technology. It’s not about mobile sites vs. apps, iPhone vs. Android or even retailers vs. manufacturers.
The answers are found by looking through the eyes of the mobile shopper.



The sheer volume of mobile shopping has increased dramatically         Goal                                                                      About Arc Worldwide
over the last few years, and it is expected to continue growing
                                                                       Introduce you to mobile shoppers – who they are and how they use          Arc Worldwide is the global marketing services company of the
at a rapid pace. This growth is largely driven by the increase in
                                                                       their mobile phones to help them shop.                                    Leo Burnett Group and a specialist in cross-channel activation.
Smartphones. By the end of the year, Nielsen tells us to expect
                                                                                                                                                 With expertise in digital, direct, promotion and shopper/retail
50% of US wireless subscribers to own one.
                                                                       Shopping, of course, includes many more activities than simply            marketing, Arc moves people everywhere they move – to
                                                                       making a purchase. Shopping encompasses everything from                   experience, to purchase, to recommend and to return. By
With all of these technologically advanced phones in peoples’
                                                                       searching for an item, comparing products, and evaluating prices          unearthing a deeper understanding of how and why people do
pockets and purses wherever they go, the way people shop is
                                                                       – to researching benefits, gathering information about where to           what they do, Arc develops award-winning creative solutions
changing. Shoppers are beginning to develop preferences for
                                                                       buy it, and actually completing the transaction. The shopping             that measurably impact behavior on behalf of the world’s leading
retailers that enable them to use their mobile phone to shop, but
                                                                       experience can also include activities done after the purchase, such      marketers – including McDonald’s, The Coca-Cola Company,
retailers are still playing catch-up.
                                                                       as returning or servicing a product. Mobile shopping includes using       Procter & Gamble, MillerCoors and many others.
                                                                       your phone to facilitate any part of the shopping experience, from
Research conducted by Brand Anywhere and Luth tells us 51%
                                                                       looking up a store address, to reading reviews, sharing product
of consumers are more likely to purchase from retailers that have                                                                                Contact for more information
                                                                       photos, tweeting price details, or using virtual shopping tools to help
a mobile-specific website – but that only 4.8% of retailers actually                                                                             Molly Garris
                                                                       visualize the product.
have one. And web retailers who have a mobile-specific website                                                                                   molly.garris@arcww.com
can increase consumer engagement by 85%.

                                                                       Process                                                                   For copies of this white paper visit
Mobile phones are proving important in-store as well. Accenture
conducted research that shows that 73% of mobile shoppers              We conducted a nationwide quantitative survey interviewing 1800           http://leolens.leoburnett.com/
favor using their phone to take care of simple tasks in a store,       mobile phone owners. We used these quantitative findings to
while only 15% favor interacting with an employee.                     identify the different types of mobile phone owners. From this, we
                                                                       uncovered which types use their phone for shopping and which
                                                                       don’t; which use it a lot, and which just occasionally; how they
There is simply no escaping the reality that
                                                                       use their phones within the shopping process; in what product
people are using their mobile phones to shop.                          categories the mobile phone is used and in what ways.

While it’s clear that the phone is quickly becoming an important
                                                                       We conducted qualitative research with 30 mobile shoppers. These
shopping partner, as we looked around, we found that very little
                                                                       people used webcams and flip video to share their stories with
was clear about when, where, how and why people
                                                                       us. We also shopped with them as they used their phones in and
mobile shopped.
                                                                       around the retail environment. This qualitative research helped us to
                                                                       better understand why they do what they do; what they like about
                                                                       the experience, and what they don’t; and what they’ll do in one
                                                                       category versus another.




                                                                                                                                                                            ©2011 Leo Burnett & Arc Worldwide | 2
KEY FINDINGS




  1    THE path to purchase is dead.
       Now there are MANY paths to purchase.               6    Not all categories are mobile shopped
                                                                to the same extent and in the same way.




  2    As mobile changes the way we shop, category
       norms may also need to be re-examined.              7    Certain categories deliver a more satisfying
                                                                mobile shopping experience than the others.




  3                                                        8
       Even though half of all mobile phone owners              Many drivers of positive and negative mobile
       are mobile shoppers, not all mobile                      shopping experiences are similar regardless
       shoppers are created equal.                              of the category shopped.



       As mobile shopping moves from a fringe to a

  4    mainstream behavior, we need to look to a small
       group of Light Mobile Shoppers whose needs
       represent the future role for mobile in shopping.
                                                           9    There is a need for mobile sites and apps.




  5                                                        10
                                                                Shoppers look to retailers first, but they use
       Mobile shopping is not one activity, it is many.         manufacturers for specialized support
       Not all mobile activities are created equal.             when they shop.




                                                                                                  ©2011 Leo Burnett & Arc Worldwide | 3
KEY FINDING 1


 THE path to purchase is dead.
 Now there are MANY paths to purchase.


 The shopping journey is no longer predictable,                                                                                                       A planned decision can be over-turned in the store as the
                                                                                                                                                      shopper accesses new information. Shoppers are doing their
 linear nor straightforward
                                                                                                                                                      homework a little more casually.
 The mobile phone is the most proximate shopping option for                                           First, people asked a friend’s
 people. It’s the “anywhere device” that people always carry with                                     opinion before going to a
                                                                                                      store to buy something.
 them. Without the limits of sitting at a computer or stepping in a                                                                                                                           A planned decision to purchase
                                                                                                                                                                                                                                      They make
                                                                                                                                                                                              can be over-turned with the
 store, there are many different triggers for and moments people                                                                                                                                                                   shopping decisions
                                                                                                                                                                                              benefit of more information.           “real-time”
 will consider mobile shopping. We like to call this a
 “shopping blip”.                                                                            1                  2                              3           planned decision to purchase



 If you have a few free moments while you’re waiting to pick up
 your child after school you might do some “bite-size” shopping                                                                                                                                                                May need to improvise
                                                                                                                                                                               They take advantage of                             on-the-spot
 where you’re looking at a Groupon deal of the day. Or maybe                                                                  Then, people could
                                                                                                                                                                             access information and
                                                                                                                              read the reviews or
 you are in the doctor’s office and just passing the time with some                                                                                                          deals later in the process.
                                                                                                                              products online.
 “down-time” shopping. The mobile phone provides an “always
 on” opportunity. Think of it as the 21st century version of
                                                                                                                                                      Before using mobile, shoppers did most of their checking for
 window shopping.                                                                                                                                     product availability before they ever went to the store. Now we
                                                                                                                                                      see that there is a large group of shoppers that are shifting this
                                            deals of
                                            the day                                                                                                   towards the middle of the shopping process. This trend is also
                  ‘Bite-size’
                                                                                                                                                      happening with other activities like using a search engine or
    in the          shopping
                                                                                                                                                      checking a retailer’s website. We are seeing the shift happening
doctor’s office
                                                                                                                                                      with browsing for coupons too. With the economy the way it’s
                                                                                                                                                      been, and the offers we’ve given them to entice them to buy,
 ‘Down-time’                                                                                                                                          we have trained people to continue looking for a deal throughout
                                                                                                  1                                    2
     shopping                                                                                                                                         their shopping process. And with mobile, they can and do.


                                                                                                                                                       IMPLICATION
                            watching your
                                                       Always ‘on’
                             bid on ebay
                                                       shopping                                                Now, people can use their mobile       Give people the access they want, when they want it.
                                                                                                               phones to digitally solicit opinions
                                                                                                               from friends and strangers while       Understand that there are now many paths to purchase. What’s
                                                                                                               shopping in the store.                 the user experience if they start their shopping journey on the
                                                                                                                                                      mobile site and they are looking for broad information? What
 Mobile is forging shoppers’ digital and                                                                                                              if they visit the mobile site mid-journey looking to see if a
 analog worlds into one                                                                                                                               retailer carries a specific brand? Or, what if they’ve made their
 Before, people would browse a circular at home and bring a                                                                                           product selection and are just looking to score a deal? Each of
 coupon to the store. People searched and used coupons online.        Mobile is allowing people to shop on the spot                                   these shoppers is looking for something different, but all are
                                                                                                                                                      important and need to come away with a positive experience.
 Now, people can browse online, download on a phone, and use          What once was a planned purchase, now may be less
                                                                                                                                                      Make information available to shoppers in meaningful ways
 a coupon in-store. Everything can be done at the same time. It’s     pre-planned at home. Information is continually gathered and                    and important places. Don’t assume you know when your
 not such a sequential plotted path. The mobile phone is allowing     decisions are altered as people move through the                                shoppers will interact with your mobile sites and apps. Make
 shoppers to extend the steps along the path to purchase beyond       shopping process.                                                               sure you are creating relevant mobile interactions that can
 their traditional confines.                                                                                                                          happen early, mid, late or repeatedly in the process.


                                                                                                                                                                                            ©2011 Leo Burnett & Arc Worldwide | 4
KEY FINDING 2


As mobile changes the way we shop,
category norms may also need to be re-examined.

                                                                                                                                             IMPLICATION
Considered becomes casual                                           Casual becomes considered
Categories that were shopped with great consideration may now       The opposite is also happening. Categories that may have gotten         Think outside of category norms.
see a more casual approach. For instance when shopping for          minimal consideration before, now receive more attention. Take          If you assume shoppers are well-planned, they may not be.
appliances, people do their “homework” to shortlist, but often      something as simple as getting coffee. It’s no longer just a matter     Be prepared for a more casual, improvised and real-time
need to improvise or access more information in-store anyway.       of walking into a coffee shop. At Starbucks, people can look up         interaction. If you think shoppers are not involved - think again
The model they have selected may not be on the floor and now        locations, load up their reward card, explore nutritional information   - they may be up for a more engaging shopping experience
they need to re-evaluate their choice and learn about a similar     and even pay in select stores.                                          than we currently offer.
model or a competing brand.
                                                                    With gas prices the way they are today, people are giving this
Before, this shopper may have returned home to conduct more         category a lot more consideration as well. The GasBudyy app helps
research on the computer or he may have relied solely on in-        shoppers find the cheapest gas nearby.
store customer service to make his choice. Now he has access
to new information through his phone. This helps shoppers be
a bit more casual about what they need to have in place before
entering the store.

Take Volkswagen for example. They recently launched the GTI
exclusively with an iPhone app. It became the number one
downloaded app in 36 countries. It was an idea that seamlessly
integrated the brand with play and utility for a real measureable
return and it redefined how a car can be sold in the digital age.
People casually browsed for a car just because they could.




                                                                         { Casual }
    { Considered }
                       +                          { Casual }                           +                            { Considered }




                                                                                                                                                                       ©2011 Leo Burnett & Arc Worldwide | 5
KEY FINDING 3


Even though half of all mobile phone owners are mobile                                                                                                                                                            Skew dramatically younger
                                                                                                                                                                                                                  67% are 18-34 yrs

shoppers, not all mobile shoppers are created equal.                                                                                                                            57% male                              Leaders and in-the-know

                                                                                                                                                                        More likely single
                                                                                                                                                                                                                         They are more open-minded
                                                                                                                                                                                                                         and willing to try more with
                                                                                                                                                                                                                         their phones
                                                                                                                                                                        Likely to have
Meet the mobile shopper                                                               One size does not fit all                                                     the latest phones                                    Funnel their lives, including
When we look at adults 18-64 in the US, we see that 10% don’t                         So let’s look at a few examples of the difference in activities. 93% of                                                            all their shopping through
have mobile phones. We also see that an additional 40%, while                                                                                                                                                            their phones
                                                                                      heavies look up store addresses, hours or locations. Only 47% of               iPhone dominant
owning mobile phones, are not mobile shoppers. Approximately                          lights do. And interestingly, this is the most commonly done activity                                                              59% have at least
50% of adults 18-64 in the US are currently mobile shopping.                          among the light users. That’s quite a gap. But the gap gets bigger.                                                                2 shopping apps on phone
                                                                                      Looking at shopping apps, we see that 55% of heavies use them
                                                                                                                                                                 More mobile shopping activities,                        Polar income levels
These people fall into two groups, and there are some real                            once a week or more – and that 51% of light mobile shoppers use                   and in more categories                           - below $40K or over $75K
differences between them. The critical point to note is that a very                   them once a month or less. When we get to specialized activities
small group (around 20% of all mobile shoppers) are driving a                         the gap widens even more dramatically. Using gift guides on a
                                                                                                                                                                         { 20% of Mobile Shoppers are Heavy Mobil Shopper }
majority of the mobile shopping activity volume.                                      mobile is done by almost 7 times as many heavy mobile shoppers
                                                                                      as light mobile shoppers.                                                                                             vs.
 Heavy Mobile Shoppers    10 %                                                          Light Mobile Shopper                                                             { 80% of Mobile Shoppers are Light Mobile Shopper }
                                                                                                                            Once a
                                                                           39.1 %       Heavy Mobile Shopper
 Light Mobile Shoppers
                                                                                                                            week                                              52% female                                 Limited view of how to use
                                                                                                                            or more                                                                                      mobile phone in shopping
 Mobile Non-Shoppers                                                         40.6 %
                                                                                                                                                                        57% are 25-44 yrs
                                                                                                                                 55 %                                                                                    Lack of trust
 No Mobile Phone           10.3 %
                                                                                                    93 %                                                          Handicapped by technology
                                                                                                                                                                           - BlackBerry and
                                                                                                                                                                                                                         Less into both mobile
% of Total US Adult Population, Age 18 - 64                                                                                                                                                                              and shopping
                                                                                                                 Once a                                                        Android apps

The gap between heavy and light mobile shoppers is enormous,                                                     month                                    54 %
and it centers around the nexus of mobile and shopping. Heavies
                                                                                       47 %                      or less
                                                                                                                                                                      78% have downloaded
                                                                                                                                                                  an app, only half have used
                                                                                                                                                                                                                     Engrained non-mobile behaviors

love their phones. They do things like share photos, download                                                       51%                      8%                          an app for shopping
                                                                                                                                                                                                                     27% own a BlackBerry
music and check the news. They also love just plain shopping –                                                                                                                                                       25% own an iPhone
                                                                                      Look up store address,     Use mobile                Use gift guides on
whether it is at home, on a computer, or in the store. AND THEY                       hours or locations         shopping apps             mobile
ARE REALLY INTO MOBILE SHOPPING. When it comes to                                                                                                                                                                  40% earn $75K +
                                                                                                                                                                 High correlation between amount a category
mobile shopping, Heavies index 10 times higher than Lights.
                                                                                      At the most fundamental level, light mobile shoppers have a rather           is mobile shopped and level of satisfaction

      Mobile Activity Index         General Shopping Index   Mobile Shopping Index
                                                                                      narrow outlook toward mobile with regard to shopping. They see it
                                                                                      primarily as a mini-portable computer, and therefore primarily use
                                                                      57              it in the car and on the go. 62% of light mobile shoppers told us it        IMPLICATION
                161                           118
                                                                                      was just easier to go online from a computer vs. shopping on
                                                                                      their phone.
                                                                                                                                                                 Future growth will come from the light
Light Mobile                                                                                                                                                     mobile shoppers.
Shopper
                                                                                      In contrast, Heavy mobile shoppers know and use mobile as a                While heavy mobile shoppers have entirely driven the growth
                                                                                      specialized tool for shopping.                                             of mobile shopping thus far, the growth in the future is going
                                                                                                                                                                 to come from light shoppers who have a very different outlook
              300                             358                    779                                                                                         toward mobile today. Engaging them, and as a result, winning
                                                                                                                                                                 in the future, is going to require a very different approach than
Heavy Mobile
Shopper
                                                                                                                                                                 what may have attracted the current group of heavy
                                                                                                                                                                 mobile shoppers.


                                                                                                                                                                                                       ©2011 Leo Burnett & Arc Worldwide | 6
KEY FINDING 4


As mobile shopping moves from a fringe to a mainstream behavior,
we need to look to a small group of Light Mobile Shoppers whose needs
represent the future role for mobile in shopping.
                                                                                 There are several factors that hold them back from converting their        help this reframing. They are heavily promoting this app in their
Lights shall inherit the future                                                  love for mobile and love for shopping into mobile shopping. Quite          store windows and at store shelves.
From the nearly 40% of light mobile shoppers there is a small                    simply, they have limited awareness of what the mobile phone can
group of people that have the greatest potential of becoming                     do with respect to shopping. They get the basics, like search, and
heavy mobile shoppers.                                                           will visit mobile sites. They also check their mail for deals
                                                                                 they’ve received.
Heavy Mobile Shoppers   10 %
                                                                                 Their knowledge of shopping apps is limited. They aren’t even
Light Mobile Shoppers                                                  39.1 %    aware that many of their favorite mobile sites are also available
                                                                                 as easily usable apps. And this is really no surprise when we visit
                                                                                 the Apple app store, for example. There are over 300,000 apps
                                                                                 to choose from. These apps are organized into categories, and
                                                                                 shopping isn’t one of them. There were some apps grouped
                                     5.8 %                                       together over the holidays, and this may have helped some, but it’s
                         High Potential Mobile Shopper                           not typical or permanent.


These High Potentials share a similar level of engagement in                     Not all shoppers are the benefits of mobile
mobile activities and shopping activities with the heavy mobile                  One example of the varied behavior between these two groups is
shoppers. But they haven’t really converted their shopping                       how they behave when the store is out a product they are searching
activities onto their mobile phones.                                             for. The high potential heavy mobile shopper abandoned the sale
                                                                                 when she got to the store and they didn’t have the product on
                                                                                 the shelf. Alternately, the heavy mobile shopper jumped on his cell
     Mobile Activity Index     General Shopping Index    Mobile Shopping Index
                                                                                 phone and bought the out-of-stock item from the store’s
                                                                                 mobile website.
                                                                  57
               161                     118
                                                                                 Converting these high potential mobile shoppers into heavy
Light Mobile                                                                     mobile shoppers requires reframing the perception of mobile
Shopper                                                                          for shopping. Because these shoppers aren’t into the novelty
                                                                                 and experimentation, they need to see the functional benefits of
                                                                                 shopping with a mobile phone.
             305                      289                        113                                                                                         IMPLICATION
                                                                                 The phone is a specialized shopping tool
High Potential
                                                                                                                                                            Reframe the perception of mobile for shopping.
                                                                                 The challenge is to help the next generation of shoppers move
Mobile Shopper                                                                                                                                              Emphasize the functional benefits. Position mobile as a
                                                                                 from thinking of mobile as “an inferior substitute for the computer”
                                                                                                                                                            specialized shopping tool that helps save time and money.
                                                                                 to “a tool that helps me save time and money, and enhances my
                                                                                                                                                            Reinforce mobile’s ability to give more control and an enhanced
                                                                                 shopping experience on the go and in the store”. If we look to
             300                      358                        779             Sephora, for example, we see how they are helping shoppers
                                                                                                                                                            shopping experience in the store and on the go.
                                                                                 see the benefits of mobile. In a mailing sent to their current
Heavy Mobile                                                                     customer base they communicate that they have a mobile app and
Shopper
                                                                                 specifically speak to its benefits as a shopping tool, a clear effort to


                                                                                                                                                                                        ©2011 Leo Burnett & Arc Worldwide | 7
KEY FINDING 5


Mobile shopping is not one activity, it is many.
Not all mobile activities are created equal.
                                                                                                                                                                                                 The Target app creates tools that are
                                                                                                                                                                                                 helpful broadly across a variety of
                                                                                                                                                                                                 categories. For example, when you set
                                                                                                                                                                                                 your Target store, the app will tell you if
                                                                          Heavy Mobile Shopper
Activities are influenced by mobile and                                                                                                                                                          your store has the item you want in stock
                                                                          Light Mobile Shopper
                                                                                                                                                                                                 and even what aisle to find it in.
shopping behaviors
There are some well-adopted activities and others that are                                                  Native Mobile Activities
used much less frequently. Some of these activities are highly
influenced by mobile behaviors. Others are strongly influenced by              93%
shopping behaviors.                                                                                                                70%
                                                                                                      47%
Mobile shopping activities can be grouped into four quadrants.                                                                                           15%
                                                                                                                                                                       Shoppers like to price compare
At the top of this chart we see activities that are born out of         Look up store address, hours, location              Receive, share photos of products
                                                                                                                                                                       Retailers need to look at how they provide this capability. In
mobile behaviors. Activities on the bottom of the chart are
                                                                                                                                                                       the absence of a custom retailer solution, shoppers will turn
derived from fundamental shopping behaviors. Within this
                                                                                                                                                                       to an app like amazon price checker or red laser. With these a
structure there are more adopted and less adopted activities.                                      CORE MOBILE TASKS     SPECIALIZED MOBILE TASKS
                                                                                                                                                                       retailer risks losing the sale to a competitor. However, Target,
The less adopted tend to be more specialized or advanced.                                       CORE SHOPPING TASKS      ADVANCED SHOPPING TASKS
                                                                      More Adopted                                                                      Less Adopted   Best Buy and Toys R Us are examples of retailers that have
                                                                                                                                                                       built a price check feature into their own app. With this, they
                        Native Mobile Activities                                                                                                                       have the opportunity to not only provide pricing information but
                                                                               83%                                                                                     also provide product information that is seen as valuable to the
                                                                                                                                   63%
                                                                                                                                                                       shopper and can potentially keep the sale within your store.
                                                                                                      20%                                                9%
      CORE MOBILE                         SPECIALIZED
                                                                        Look for deals for nearby stores                    Use gift cards                             Retailers have the opportunity to get their inventory in front of
         TASKS                            MOBILE TASKS                                                                                                                 local shoppers by partnering with Milo, a local shopping search
                                                                                                                                                                       engine. Milo searches the shelves of local stores to find the
                                                                                                           Native Shopping Activities                                  best prices and availability, thus satisfying the need of instant
                                                                                                                                                                       gratification for shoppers.
More Adopted                                           Less Adopted


    CORE SHOPPING                        ADVANCED                                                                                                                       IMPLICATION

        TASKS                          SHOPPING TASKS                                                                                                                  Leverage existing platforms for the native mobile shopping
                                                                                                                                                                       behaviors and design proprietary mobile solutions for native
                                                                                                                                                                       shopping behaviors.

                       Native Shopping Activities                                                                The Home Depot app is highly                          Core mobile tasks: Cover the basics such as optimizing email and
                                                                                                                 customized to meet the needs of                       search functionalities with technology vendors such as google.
                                                                                                                 the do-it-yourself home repair person.                Core shopping tasks: Create proprietary retailer solutions
Some activities are done more than others                                                                                                                              based on core shopping behaviors and customized by category.
Stepping back, we see through these four examples how
                                                                                                                                                                       Specialized mobile tasks: Partner with industry leaders such
activities that are basic are most adopted, particularly those                                                                                                         as facebook or YouTube.
native to mobile. Penetration drops off the most when we move
                                                                                                                                                                       Advanced shopping tasks: Take core shopping activities and
into the advanced activities derived from native
                                                                                                                                                                       enhance them within your own platform. Understand that these
shopping activities.                                                                                                                                                   shoppers are looking for functional benefits.


                                                                                                                                                                                                   ©2011 Leo Burnett & Arc Worldwide | 8
KEY FINDING 6


Not all categories are mobile                                                phones either. Knowing which activities fall into this group and
                                                                             de-prioritizing such efforts can allow retailers and manufacturers to
                                                                                                                                                                                           Apparel shoppers are very responsive to deals, hence they use
                                                                                                                                                                                           their mobile phones to receive deals notifications all the time. Here
shopped to the same extent                                                   focus on the solutions that matter most to shoppers.                                                          too, shoppers are open to using the mobile phone to get real-time
                                                                                                                                                                                           opinions of friends and family who may not be in the store with
and in the same way.                                                                                                                                                                       them, even if they may not be ready to use public social networks
                                                                             Each category has a unique activity radar.                                                                    to do the same. And, because an in-person store visit is so
                                                                             Where each specific activity falls on this map will depend on the                                             important to an apparel shopper to see the product fit and to feel
We looked at mobile shopping in 36 different product and service
                                                                             category being examined, such that each category would have a                                                 it, the relevance of public opinions may not have much relevance.
categories and observed a remarkable difference in penetration
                                                                             unique imprint or “radar.” Some examples of activities for the four
levels, with some categories like travel being significantly higher
                                                                             categories examined are shared here.                                                                          Shopping for appliances is a complex, information-intensive, and
than categories like CPGs. Moreover, the relative gap between                                                                                                                              time-consuming process. Oftentimes, the products people find on
heavy and light mobile shoppers also widened as category                       Core
                                                                               Considered
                                                                                                                                                                                           the shop floor are different from the products they had shortlisted
penetration fell. Here you see in depth how those levels vary                                                       Locating Product/
                                                                               Not Relevant                             Retailers                                                          in their desk research. Shoppers have shown the resourcefulness
for four categories—restaurants, apparel, appliances, and a
                                                                                               Getting Service/                                             Finding Coupons/               to whip out their mobile phones in-store and access the details of
collection of CPGs.                                                                                Support                                                     Offers/Sales
                                                                                                                                                                                           new products as they encounter them. Using mobile phones to
                                                                                                             20
                                                      Light Mobile Shopper                                                                                                                 make a shopping list is a different story, given the limited number
                                                      Heavy Mobile Shopper
                                                                                                                                                                   2
                                                                                                                                                                                           of items people are usually shopping for.
         49 %               49 %                                                  Ordering and Paying                                                                       Making Lists
41 %
                                                                                                           19                             15
                     25 %                    25 %                                                                                1
                                      12 %
                                                                                                 14                                       5                                                CPGs are truly different and, given their relatively low level of
                                                         2%      7%                                                 4
                                                                                                                                                                       10
                                                                                                                                                                                           adoption for mobile shopping, only activities such as searching
                                                                                                                                               6
       Restaurants      Apparel          Appliances           Average CPG                                                                                                                  for coupons or making lists are something shoppers are currently
                                                                                                             18                                            16
                                                                                                                        13                11
                                                                                   Earning Rewards                                                                  Framing Options        doing, and that too in a rather rudimentary fashion. There is
                                                                                                                                                       3                                   opportunity for retailers and manufacturers to bring some
There is a range of activity relevance.                                                                                      9       12            7                                       advanced functionality with mobile apps to these activities and
                                                                                                                                 17
We also examined 33 different mobile shopping activities across                                                                                                                            to move additional items into the shopper’s consideration set.
                                                                                                       Choosing                                        8        Using and Giving
the four categories above, and developed a framework for                                             From Options                                               Ratings/Reviews
examining activity relevance based on adoption levels and                                                                                                                                  Some activities are so integral to shopping that their relevance
                                                                                                                         Comparing
activity type.                                                                                                             Prices                                                          is evident across multiple categories. Pricing information is
                                                                                                                                                                                           so valuable to shoppers that this is an example of an activity
                                                                             Restaurants                                         Apparel                                                   that shoppers would highly consider doing while shopping for
Some activities are core to a category—they are intrinsic to how             1 Look up location, hours, etc.                      5 Receive coupons & sales notifications
people shop the category and therefore are activities shoppers               2 Make a shopping list                               6 Gather ideas and information
                                                                                                                                                                                           appliances (given the price tag), for apparel (given the possibility
have naturally become adapted to doing on their mobile phones
                                                                              3 Give a public review or rating                    7 Ask opinions from friend/family                        of finding deals) and CPGs (given the ease).
                                                                             4 Order for pick up and payment in store             8 Access public opinions
                                                                                                                                  9 Scan barcode to compare prices
in some form or another. Manufacturers and retailers can offer
mobile solutions that improve the way shoppers are adopting                                                                                                                                In contrast, some activities may be well adopted in one category,
                                                                             Appliances                                          CPG
such activities.                                                             10 Make a shopping list                             15 Find coupons and deals
                                                                                                                                                                                           but not relevant in another. For example, an activity such as using
                                                                             11 Look up reviews and ratings                      16 Gather ideas and information                           your mobile phone to place and order, and then later paying
                                                                             12 Scan barcode to compare prices                   17 Scan barcode to compare prices
Then there are considered activities that are relevant to the                13 Look up product information                      18 Participate in retailer loyalty program                and picking up in-store is already a core behavior in fast-food
category but not currently being done on the mobile phone.
                                                                             14 Order for pick up and payment in store           19 Order for pick up and payment in store                 shopping. To create efficiency in their weekly routine behaviors,
                                                                                                                                 20 Tweet for customer support

The barrier to adoption is often a lack of awareness and                                                                                                                                   CPG shoppers might also consider doing such an activity. But for
understanding. Once exposed to such activities, shoppers                                                                                                                                   appliance shoppers this has little relevance, since they want to
                                                                             In the restaurants category, for example, people use their mobile                                             first see the product before they decide to purchase it.
appreciate their utility and they are open to integrating such
                                                                             phone to locate restaurants and read reviews and ratings—activities
activities into their lives. Developing these types of solutions
                                                                             they might have previously been doing on their computers. And
offers the greatest potential in changing behaviors and driving                                                                                                                             IMPLICATION
                                                                             because they use customer reviews and ratings, they are also
mobile adoption.
                                                                             open to giving such reviews and ratings themselves. Here, a mobile                                            Mobile shopping solutions should be designed category up.
                                                                             phone can provide an effortless and fun way for shoppers to                                                   It’s not a one-size-fits-all. Underlying category behaviors are
Lastly, there are activities that are not relevant to the category and
                                                                             capture and share reviews real-time so as to avoid losing the review                                          a good indicator of which mobile shopping activities will play
hence something shoppers will not consider doing on their mobile                                                                                                                           a prominent role and which will not.
                                                                             in the time it takes to get home.

                                                                                                                                                                                                                        ©2011 Leo Burnett & Arc Worldwide | 9
KEY FINDING 7


Certain categories deliver a more satisfying
mobile shopping experience than the others.

                                                                              Overall, we see that light mobile shoppers are satisfied in fewer                  place to eat and the opportunity to read reviews from an active
Light mobile shoppers have less satisfaction                                  categories. The category penetration levels tend to go hand-in-hand                community of locals in the know.
based on inexperience                                                         with the satisfaction levels. The lower the penetration, the lower the
We looked at mobile shopping satisfaction in 36 categories. We                satisfaction. And in general, the satisfaction levels are lower than               But with something like appliances or apparel, the shopper needs
see that the satisfaction levels vary quite a bit between heavy               those of a heavy mobile shopper. With heavy mobile shoppers, we                    to walk into the store to view the product. Seeing a washer or
and light mobile shoppers. The horizontal access on this chart                have to take a closer look at satisfaction levels.                                 a pair of jeans on a phone will not provide enough information
shows mobile shopping penetration. The vertical access shows                                                                                                     to make a confident and informed purchase decision. So even
the percent of people satisfied with their experience. The dots                                                                                                  though full service restaurants and apparel share a similar
represent different product or service categories.                            Even with similar usage levels,                                                    penetration level, the apparel mobile shopping experience has
                                                                              people are more satisfied with experiences                                         many fewer satisfied shopping experiences.
Satisfaction with shopping experience                                         in some categories than others
(% Top-3-Box on 10-pt scale)

80                                                                            Satisfaction with shopping experience                                               IMPLICATION
                                                                              (% Top-3-Box on 10-pt scale)
                                                                              80                                                                                 In low involvement categories, you have to deliver exponential
60                                                                                                                                                               value vs. the required effort to change behavior. For instance,
                                                                                                                                                                 deliver deals that are only available on the phone, or provide
                                                                                                                                                                 tools that deliver greater efficiency.
40
                                                                              60
                                                                                                                                                                 With higher involvement categories, mobile has to add value
20                                                                                                                                                               by enhancing the necessary in-store experience in order for
                                                                                                                                                                 satisfaction ratings to rise. For instance, in categories like
                                                                              40                                                                                 autos and furniture, provide ratings and reviews that are easily
 0                                                                                                                                                               accessible in the store to enhance shopping experience.
      0                        20       40                            60
           Light Mobile                  Product category penetration
                                         (% ever shopped with mobile phone)
           Shopper                                                            20


Satisfaction with shopping experience
(% Top-3-Box on 10-pt scale)

80                                                                             0
                                                                                   0                         20              40                             60
                                                                                       Heavy Mobile                          Product category penetration
                                                                                                                            (% ever shopped with mobile phone)
60                                                                                     Shopper


40                                                                            Why is it that even within the same level of penetration there are
                                                                              different levels of satisfaction? Take restaurants. Here we see high
20                                                                            satisfaction levels, even with different penetration levels between
                                                                              quick service and full service restaurants.

 0
      0                        20       40                            60
                                                                              With restaurants, people rely on the comments of others to predict
                                         Product category penetration
                                                                              a good dining experience. Apps like Yelp make it easy to set up
           Heavy Mobile
           Shopper
                                         (% ever shopped with mobile phone)   a successful purchase experience with the ability to search for a


                                                                                                                                                                                            ©2011 Leo Burnett & Arc Worldwide | 10
KEY FINDING 8


Many drivers of positive and negative mobile shopping experiences
are similar regardless of the category shopped.

                                                                                                                                                      Difficulties in narrowing or refining a product search.




                                                                                                                                                 :(
Positive experiences
Generally, people like sites that load quickly and give the essential                                                                                 Too much information to navigate on a small screen.




                                                                                                                                                 :(
information. They like the freedom of accessing information
anywhere. They like discovering new apps or sites that work well,                                                                                     Having to opt in and register for an app




                                                                                                                                                 :(
and when their expectations are exceeded that’s pleasing as well.                                                                                     before you know if you even want it,
                                                                                                                                                      and filling in too many fields of information.

     Sites that load quickly                                                                                                                          Unmet reward expectations.




                                                                                                                                                 :(
:)




     Ability to make a purchase decision regardless of where
:)




     you are
                                                                                                                                                 Performance counts
     Instant access to product, inventory and price information                                                                                  Clearly, performance is critical. Here are some specific
:)




                                                                                                                                                 suggestions.
     The excitement of discovering a new mobile activity, app
:)




     or mobile site that works well                                                                                                              TEST across as many handsets, platform and browser
                                                                                                                                                 combinations as possible using online testing tools and
     When experience exceeds expectations                                                                                                        preferably, where possible, actual handsets.
:)




     Sites that provide essential information                                                                                                    CONSIDER limited memory resources and optimize to use the
:)




                                                                                                                                                 minimum amount of memory.

                                                                                                                                                 REMOVE unnecessary code and features.

Optimize the mobile user experience                                                                                                              LOAD test to measure performance and scalability.
Amazon does a great job of optimizing the user’s mobile
                                                                        Negative experiences                                                     CONSIDER power consumption to conserve phone
experience. On the website, the new customer is asked to create                                                                                  battery power.
a lengthy profile about herself and her preferences. But, on mobile,    When it comes to negative experiences, people are annoyed by
Amazon realizes the person is on the go and offers a streamlined        technology bugs. They don’t like getting bounced from an app to
experience, so the user is only prompted to fill in basic fields.       a site because the app isn’t fully useful. They dislike when they are     IMPLICATION
                                                                        given information overload or have to opt-in too early in the process.
                                                                                                                                                 All this means that it’s important to conduct rigorous Quality
Macy’s did a great job of exceeding shopper expectations with           They also don’t like having their rewards expectations go unmet.         Assurance testing to eliminate bugs, and to ensure you’ve
their mobile site over the holidays. They had a special holiday                                                                                  designed your user experiences for a mobile phone, not a
feature called “Macy’s Believe”. To unlock the magic, the user was                                                                               computer. Provide consistent information across channels, and
                                                                             Technology bugs like slow loading sites, crashing apps,
                                                                        :(




instructed to turn their iPhone horizontal. This unlocked different          price scans that don’t work, limited phone reception.               surprise and delight mobile shoppers.
content. Macy’s then delivered a page refresh that surprised
shoppers with a fun and unexpected experience.                               Getting bounced from an app to a website. It’s only half
                                                                        :(




                                                                             useful.

                                                                             Inconsistent information between the store, mobile site
                                                                        :(




                                                                             and an app.




                                                                                                                                                                             ©2011 Leo Burnett & Arc Worldwide | 11
KEY FINDING 9


There is a need for                                                   Mobile web can                                                       Apps have their advantages too
                                                                      bridge shoppers to
mobile sites and apps.                                                more functionality
                                                                                                                                           Mobile apps are necessary too. Downloading apps is a common
                                                                                                                                           activity for heavy mobile shoppers. Apps are pre-loaded to their
                                                                      The Mobile web is great at                                           phones and offer custom information within a touch or two.
                                                                      achieving the basics but today’s                                     And Apps deliver a predictable experience. Apps have their
                                                                      Smartphones have the ability to do                                   unique advantages. They can take advantage of the phone’s
Mobile sites have their advantages                                    so much more – like determining                                      functionalities, like the accelerometer or use location-aware
                                                                      your location with GPS or                                            functionality to deliver more customized engagements. Apps are
Mobile sites are necessary. Visiting mobile sites is one of the few
                                                                      capturing images with the phone’s                                    built for specific platforms, so they can deliver a rich
activities that light mobile shoppers do, and shoppers regularly
                                                                      cameras. As a result, to create app                                  user-friendly experience.
rely on mobile sites when apps crash. Mobile sites can deliver
                                                                      awareness and nudge shoppers to
real-time information.
                                                                      the optimized experience, brands
                                                                                                                                            IMPLICATION
                                                                      and retailers put banners on their
The Mobile web has evolved. For phones like iPhone and Android
                                                                      mobile site for devices that have                                    Offer a fluid and functional shopping experience that
that use Webkit browsers, enabling retailers and brands to deliver
                                                                      an app available.                                                    recognizes the unique role for both. A strong mobile site
app-like experiences without the need for an app download.                                                                                 should focus on delivering a simple experience, or shoppers
For other phones that can access the mobile web, similar                                                                                   will navigate elsewhere. Use an app to integrate the phone’s
experiences can be created to increase engagement.                                                                                         functionalities to automatically pull GPS coordinates or pull
                                                                                                                                           colors from photos.
For example, the Bloomingdale’s mobile website can be viewed
on a Blackberry or an iPhone. But for Blackberry users, the                                                                                Know that shoppers may search for your mobile website or
menus are extended to mimic a scrolling Blackberry user. While        Retailers and manufacturers need to treat apps                       open your app, without thinking about why they selected one
the iPhone site is more compact for quick touch navigation.           differently than mobile web                                          or the other, so be consistent with information. The heavy
                                                                                                                                           shopper, however, will clearly appreciate the more advanced
                                                                      Apps have to be treated differently than mobile websites. For
                                                                                                                                           customization and fun that your app delivers.
These customized experiences help transfer current mobile             example, Kraft uses their mobile website to deliver basic content
behaviors to mCommerce sites.                                         such as recipes. Their app, on the other hand, provides the
                                                                      opportunity to use a phone’s camera function to take pictures of
•	 Eliminates	the	need	for	a	download
                                                                      food items in the cabinet and add them to a shopping list. Coupons
•	 Easily	optimized	for	search	                                       can be scanned and added to loyalty cards.
•	 Stronger	reach




                                                                                                                                                                      ©2011 Leo Burnett & Arc Worldwide | 12
KEY FINDING 10


Shoppers look to retailers first,
but they use manufacturers for specialized support when they shop.

                                                                                                                                            L’Oréal partnered with Walgreens by creating endcaps featuring
Information found on retailer sites isn’t enough                      Manufacturers and retailers must work together                        Youth Code. Often times shoppers are overwhelmed with
They may go to retailers first and more often, but they don’t find    While retailers have been leading the way with mobile                 product choices in the skincare category. With this display,
all that they need so they also have to visit manufacturer sites to   initiatives, they may not always have access to detailed product      shoppers can use their phones to learn more about the product.
find that information. Rather than risk losing shoppers, provide      specifications, lists of matching accessories, warranty information
important manufacturer information within the retail experience.      and other data that could influence their purchase.
Some shoppers told us that with retailer websites they don’t find
the details they need to make a decision. And the information         Here we see Target partnering with Giada to offer exclusive
they are given seems more like an ad. Mobile Shoppers are             product. Using mobile, shoppers can scan a QR code found in
looking for a balance of retail and manufacturer data.                a holiday gift guide to access relevant holiday recipes that are
                                                                      co-branded with Giada. This sits within the Target mobile site for
   Light Mobile Shopper
                                                                      quick access to other products.
   Heavy Mobile Shopper                      91 %

                                31 %

   Visit retailer website


                                                                                                                                             IMPLICATION

                                             79 %                                                                                           Manufacturers and retailers must work together. Retailers need
                                                                                                                                            to lead, but partner with manufacturers to deliver category-
                                21%                                                                                                         specific content. Manufacturers that create content that directs
                                                                                                                                            shoppers to a specific retailer offer those same shoppers the
                                                                                                                                            opportunity to have a comprehensive experience that pulls
                                                                                                                                            them all the way through the purchase.
   Visit manufacturer website




                                                                                    Scan for Giada De Laurentis’ Seafood Shrimp
                                                                                    Cocktail recipe or visit Target.com/Giada
                                                                                    for this recipe and more.




                                                                                                                                                                      ©2011 Leo Burnett & Arc Worldwide | 13
Marketing to the Mobile Shopper
Marketing to the Mobile Shopper
Marketing to the Mobile Shopper
Marketing to the Mobile Shopper

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Marketing to the Mobile Shopper

  • 1. + America’s most important shopping partner A mobile shopper research study 2011 Leo Burnett & Arc Worldwide
  • 2. Before too long, all shoppers are going to become mobile shoppers. The answers about how to win with mobile shoppers are not about technology. It’s not about mobile sites vs. apps, iPhone vs. Android or even retailers vs. manufacturers. The answers are found by looking through the eyes of the mobile shopper. The sheer volume of mobile shopping has increased dramatically Goal About Arc Worldwide over the last few years, and it is expected to continue growing Introduce you to mobile shoppers – who they are and how they use Arc Worldwide is the global marketing services company of the at a rapid pace. This growth is largely driven by the increase in their mobile phones to help them shop. Leo Burnett Group and a specialist in cross-channel activation. Smartphones. By the end of the year, Nielsen tells us to expect With expertise in digital, direct, promotion and shopper/retail 50% of US wireless subscribers to own one. Shopping, of course, includes many more activities than simply marketing, Arc moves people everywhere they move – to making a purchase. Shopping encompasses everything from experience, to purchase, to recommend and to return. By With all of these technologically advanced phones in peoples’ searching for an item, comparing products, and evaluating prices unearthing a deeper understanding of how and why people do pockets and purses wherever they go, the way people shop is – to researching benefits, gathering information about where to what they do, Arc develops award-winning creative solutions changing. Shoppers are beginning to develop preferences for buy it, and actually completing the transaction. The shopping that measurably impact behavior on behalf of the world’s leading retailers that enable them to use their mobile phone to shop, but experience can also include activities done after the purchase, such marketers – including McDonald’s, The Coca-Cola Company, retailers are still playing catch-up. as returning or servicing a product. Mobile shopping includes using Procter & Gamble, MillerCoors and many others. your phone to facilitate any part of the shopping experience, from Research conducted by Brand Anywhere and Luth tells us 51% looking up a store address, to reading reviews, sharing product of consumers are more likely to purchase from retailers that have Contact for more information photos, tweeting price details, or using virtual shopping tools to help a mobile-specific website – but that only 4.8% of retailers actually Molly Garris visualize the product. have one. And web retailers who have a mobile-specific website molly.garris@arcww.com can increase consumer engagement by 85%. Process For copies of this white paper visit Mobile phones are proving important in-store as well. Accenture conducted research that shows that 73% of mobile shoppers We conducted a nationwide quantitative survey interviewing 1800 http://leolens.leoburnett.com/ favor using their phone to take care of simple tasks in a store, mobile phone owners. We used these quantitative findings to while only 15% favor interacting with an employee. identify the different types of mobile phone owners. From this, we uncovered which types use their phone for shopping and which don’t; which use it a lot, and which just occasionally; how they There is simply no escaping the reality that use their phones within the shopping process; in what product people are using their mobile phones to shop. categories the mobile phone is used and in what ways. While it’s clear that the phone is quickly becoming an important We conducted qualitative research with 30 mobile shoppers. These shopping partner, as we looked around, we found that very little people used webcams and flip video to share their stories with was clear about when, where, how and why people us. We also shopped with them as they used their phones in and mobile shopped. around the retail environment. This qualitative research helped us to better understand why they do what they do; what they like about the experience, and what they don’t; and what they’ll do in one category versus another. ©2011 Leo Burnett & Arc Worldwide | 2
  • 3. KEY FINDINGS 1 THE path to purchase is dead. Now there are MANY paths to purchase. 6 Not all categories are mobile shopped to the same extent and in the same way. 2 As mobile changes the way we shop, category norms may also need to be re-examined. 7 Certain categories deliver a more satisfying mobile shopping experience than the others. 3 8 Even though half of all mobile phone owners Many drivers of positive and negative mobile are mobile shoppers, not all mobile shopping experiences are similar regardless shoppers are created equal. of the category shopped. As mobile shopping moves from a fringe to a 4 mainstream behavior, we need to look to a small group of Light Mobile Shoppers whose needs represent the future role for mobile in shopping. 9 There is a need for mobile sites and apps. 5 10 Shoppers look to retailers first, but they use Mobile shopping is not one activity, it is many. manufacturers for specialized support Not all mobile activities are created equal. when they shop. ©2011 Leo Burnett & Arc Worldwide | 3
  • 4. KEY FINDING 1 THE path to purchase is dead. Now there are MANY paths to purchase. The shopping journey is no longer predictable, A planned decision can be over-turned in the store as the shopper accesses new information. Shoppers are doing their linear nor straightforward homework a little more casually. The mobile phone is the most proximate shopping option for First, people asked a friend’s people. It’s the “anywhere device” that people always carry with opinion before going to a store to buy something. them. Without the limits of sitting at a computer or stepping in a A planned decision to purchase They make can be over-turned with the store, there are many different triggers for and moments people shopping decisions benefit of more information. “real-time” will consider mobile shopping. We like to call this a “shopping blip”. 1 2 3 planned decision to purchase If you have a few free moments while you’re waiting to pick up your child after school you might do some “bite-size” shopping May need to improvise They take advantage of on-the-spot where you’re looking at a Groupon deal of the day. Or maybe Then, people could access information and read the reviews or you are in the doctor’s office and just passing the time with some deals later in the process. products online. “down-time” shopping. The mobile phone provides an “always on” opportunity. Think of it as the 21st century version of Before using mobile, shoppers did most of their checking for window shopping. product availability before they ever went to the store. Now we see that there is a large group of shoppers that are shifting this deals of the day towards the middle of the shopping process. This trend is also ‘Bite-size’ happening with other activities like using a search engine or in the shopping checking a retailer’s website. We are seeing the shift happening doctor’s office with browsing for coupons too. With the economy the way it’s been, and the offers we’ve given them to entice them to buy, ‘Down-time’ we have trained people to continue looking for a deal throughout 1 2 shopping their shopping process. And with mobile, they can and do. IMPLICATION watching your Always ‘on’ bid on ebay shopping Now, people can use their mobile Give people the access they want, when they want it. phones to digitally solicit opinions from friends and strangers while Understand that there are now many paths to purchase. What’s shopping in the store. the user experience if they start their shopping journey on the mobile site and they are looking for broad information? What Mobile is forging shoppers’ digital and if they visit the mobile site mid-journey looking to see if a analog worlds into one retailer carries a specific brand? Or, what if they’ve made their Before, people would browse a circular at home and bring a product selection and are just looking to score a deal? Each of coupon to the store. People searched and used coupons online. Mobile is allowing people to shop on the spot these shoppers is looking for something different, but all are important and need to come away with a positive experience. Now, people can browse online, download on a phone, and use What once was a planned purchase, now may be less Make information available to shoppers in meaningful ways a coupon in-store. Everything can be done at the same time. It’s pre-planned at home. Information is continually gathered and and important places. Don’t assume you know when your not such a sequential plotted path. The mobile phone is allowing decisions are altered as people move through the shoppers will interact with your mobile sites and apps. Make shoppers to extend the steps along the path to purchase beyond shopping process. sure you are creating relevant mobile interactions that can their traditional confines. happen early, mid, late or repeatedly in the process. ©2011 Leo Burnett & Arc Worldwide | 4
  • 5. KEY FINDING 2 As mobile changes the way we shop, category norms may also need to be re-examined. IMPLICATION Considered becomes casual Casual becomes considered Categories that were shopped with great consideration may now The opposite is also happening. Categories that may have gotten Think outside of category norms. see a more casual approach. For instance when shopping for minimal consideration before, now receive more attention. Take If you assume shoppers are well-planned, they may not be. appliances, people do their “homework” to shortlist, but often something as simple as getting coffee. It’s no longer just a matter Be prepared for a more casual, improvised and real-time need to improvise or access more information in-store anyway. of walking into a coffee shop. At Starbucks, people can look up interaction. If you think shoppers are not involved - think again The model they have selected may not be on the floor and now locations, load up their reward card, explore nutritional information - they may be up for a more engaging shopping experience they need to re-evaluate their choice and learn about a similar and even pay in select stores. than we currently offer. model or a competing brand. With gas prices the way they are today, people are giving this Before, this shopper may have returned home to conduct more category a lot more consideration as well. The GasBudyy app helps research on the computer or he may have relied solely on in- shoppers find the cheapest gas nearby. store customer service to make his choice. Now he has access to new information through his phone. This helps shoppers be a bit more casual about what they need to have in place before entering the store. Take Volkswagen for example. They recently launched the GTI exclusively with an iPhone app. It became the number one downloaded app in 36 countries. It was an idea that seamlessly integrated the brand with play and utility for a real measureable return and it redefined how a car can be sold in the digital age. People casually browsed for a car just because they could. { Casual } { Considered } + { Casual } + { Considered } ©2011 Leo Burnett & Arc Worldwide | 5
  • 6. KEY FINDING 3 Even though half of all mobile phone owners are mobile Skew dramatically younger 67% are 18-34 yrs shoppers, not all mobile shoppers are created equal. 57% male Leaders and in-the-know More likely single They are more open-minded and willing to try more with their phones Likely to have Meet the mobile shopper One size does not fit all the latest phones Funnel their lives, including When we look at adults 18-64 in the US, we see that 10% don’t So let’s look at a few examples of the difference in activities. 93% of all their shopping through have mobile phones. We also see that an additional 40%, while their phones heavies look up store addresses, hours or locations. Only 47% of iPhone dominant owning mobile phones, are not mobile shoppers. Approximately lights do. And interestingly, this is the most commonly done activity 59% have at least 50% of adults 18-64 in the US are currently mobile shopping. among the light users. That’s quite a gap. But the gap gets bigger. 2 shopping apps on phone Looking at shopping apps, we see that 55% of heavies use them More mobile shopping activities, Polar income levels These people fall into two groups, and there are some real once a week or more – and that 51% of light mobile shoppers use and in more categories - below $40K or over $75K differences between them. The critical point to note is that a very them once a month or less. When we get to specialized activities small group (around 20% of all mobile shoppers) are driving a the gap widens even more dramatically. Using gift guides on a { 20% of Mobile Shoppers are Heavy Mobil Shopper } majority of the mobile shopping activity volume. mobile is done by almost 7 times as many heavy mobile shoppers as light mobile shoppers. vs. Heavy Mobile Shoppers 10 % Light Mobile Shopper { 80% of Mobile Shoppers are Light Mobile Shopper } Once a 39.1 % Heavy Mobile Shopper Light Mobile Shoppers week 52% female Limited view of how to use or more mobile phone in shopping Mobile Non-Shoppers 40.6 % 57% are 25-44 yrs 55 % Lack of trust No Mobile Phone 10.3 % 93 % Handicapped by technology - BlackBerry and Less into both mobile % of Total US Adult Population, Age 18 - 64 and shopping Once a Android apps The gap between heavy and light mobile shoppers is enormous, month 54 % and it centers around the nexus of mobile and shopping. Heavies 47 % or less 78% have downloaded an app, only half have used Engrained non-mobile behaviors love their phones. They do things like share photos, download 51% 8% an app for shopping 27% own a BlackBerry music and check the news. They also love just plain shopping – 25% own an iPhone Look up store address, Use mobile Use gift guides on whether it is at home, on a computer, or in the store. AND THEY hours or locations shopping apps mobile ARE REALLY INTO MOBILE SHOPPING. When it comes to 40% earn $75K + High correlation between amount a category mobile shopping, Heavies index 10 times higher than Lights. At the most fundamental level, light mobile shoppers have a rather is mobile shopped and level of satisfaction Mobile Activity Index General Shopping Index Mobile Shopping Index narrow outlook toward mobile with regard to shopping. They see it primarily as a mini-portable computer, and therefore primarily use 57 it in the car and on the go. 62% of light mobile shoppers told us it IMPLICATION 161 118 was just easier to go online from a computer vs. shopping on their phone. Future growth will come from the light Light Mobile mobile shoppers. Shopper In contrast, Heavy mobile shoppers know and use mobile as a While heavy mobile shoppers have entirely driven the growth specialized tool for shopping. of mobile shopping thus far, the growth in the future is going to come from light shoppers who have a very different outlook 300 358 779 toward mobile today. Engaging them, and as a result, winning in the future, is going to require a very different approach than Heavy Mobile Shopper what may have attracted the current group of heavy mobile shoppers. ©2011 Leo Burnett & Arc Worldwide | 6
  • 7. KEY FINDING 4 As mobile shopping moves from a fringe to a mainstream behavior, we need to look to a small group of Light Mobile Shoppers whose needs represent the future role for mobile in shopping. There are several factors that hold them back from converting their help this reframing. They are heavily promoting this app in their Lights shall inherit the future love for mobile and love for shopping into mobile shopping. Quite store windows and at store shelves. From the nearly 40% of light mobile shoppers there is a small simply, they have limited awareness of what the mobile phone can group of people that have the greatest potential of becoming do with respect to shopping. They get the basics, like search, and heavy mobile shoppers. will visit mobile sites. They also check their mail for deals they’ve received. Heavy Mobile Shoppers 10 % Their knowledge of shopping apps is limited. They aren’t even Light Mobile Shoppers 39.1 % aware that many of their favorite mobile sites are also available as easily usable apps. And this is really no surprise when we visit the Apple app store, for example. There are over 300,000 apps to choose from. These apps are organized into categories, and shopping isn’t one of them. There were some apps grouped 5.8 % together over the holidays, and this may have helped some, but it’s High Potential Mobile Shopper not typical or permanent. These High Potentials share a similar level of engagement in Not all shoppers are the benefits of mobile mobile activities and shopping activities with the heavy mobile One example of the varied behavior between these two groups is shoppers. But they haven’t really converted their shopping how they behave when the store is out a product they are searching activities onto their mobile phones. for. The high potential heavy mobile shopper abandoned the sale when she got to the store and they didn’t have the product on the shelf. Alternately, the heavy mobile shopper jumped on his cell Mobile Activity Index General Shopping Index Mobile Shopping Index phone and bought the out-of-stock item from the store’s mobile website. 57 161 118 Converting these high potential mobile shoppers into heavy Light Mobile mobile shoppers requires reframing the perception of mobile Shopper for shopping. Because these shoppers aren’t into the novelty and experimentation, they need to see the functional benefits of shopping with a mobile phone. 305 289 113 IMPLICATION The phone is a specialized shopping tool High Potential Reframe the perception of mobile for shopping. The challenge is to help the next generation of shoppers move Mobile Shopper Emphasize the functional benefits. Position mobile as a from thinking of mobile as “an inferior substitute for the computer” specialized shopping tool that helps save time and money. to “a tool that helps me save time and money, and enhances my Reinforce mobile’s ability to give more control and an enhanced shopping experience on the go and in the store”. If we look to 300 358 779 Sephora, for example, we see how they are helping shoppers shopping experience in the store and on the go. see the benefits of mobile. In a mailing sent to their current Heavy Mobile customer base they communicate that they have a mobile app and Shopper specifically speak to its benefits as a shopping tool, a clear effort to ©2011 Leo Burnett & Arc Worldwide | 7
  • 8. KEY FINDING 5 Mobile shopping is not one activity, it is many. Not all mobile activities are created equal. The Target app creates tools that are helpful broadly across a variety of categories. For example, when you set your Target store, the app will tell you if Heavy Mobile Shopper Activities are influenced by mobile and your store has the item you want in stock Light Mobile Shopper and even what aisle to find it in. shopping behaviors There are some well-adopted activities and others that are Native Mobile Activities used much less frequently. Some of these activities are highly influenced by mobile behaviors. Others are strongly influenced by 93% shopping behaviors. 70% 47% Mobile shopping activities can be grouped into four quadrants. 15% Shoppers like to price compare At the top of this chart we see activities that are born out of Look up store address, hours, location Receive, share photos of products Retailers need to look at how they provide this capability. In mobile behaviors. Activities on the bottom of the chart are the absence of a custom retailer solution, shoppers will turn derived from fundamental shopping behaviors. Within this to an app like amazon price checker or red laser. With these a structure there are more adopted and less adopted activities. CORE MOBILE TASKS SPECIALIZED MOBILE TASKS retailer risks losing the sale to a competitor. However, Target, The less adopted tend to be more specialized or advanced. CORE SHOPPING TASKS ADVANCED SHOPPING TASKS More Adopted Less Adopted Best Buy and Toys R Us are examples of retailers that have built a price check feature into their own app. With this, they Native Mobile Activities have the opportunity to not only provide pricing information but 83% also provide product information that is seen as valuable to the 63% shopper and can potentially keep the sale within your store. 20% 9% CORE MOBILE SPECIALIZED Look for deals for nearby stores Use gift cards Retailers have the opportunity to get their inventory in front of TASKS MOBILE TASKS local shoppers by partnering with Milo, a local shopping search engine. Milo searches the shelves of local stores to find the Native Shopping Activities best prices and availability, thus satisfying the need of instant gratification for shoppers. More Adopted Less Adopted CORE SHOPPING ADVANCED IMPLICATION TASKS SHOPPING TASKS Leverage existing platforms for the native mobile shopping behaviors and design proprietary mobile solutions for native shopping behaviors. Native Shopping Activities The Home Depot app is highly Core mobile tasks: Cover the basics such as optimizing email and customized to meet the needs of search functionalities with technology vendors such as google. the do-it-yourself home repair person. Core shopping tasks: Create proprietary retailer solutions Some activities are done more than others based on core shopping behaviors and customized by category. Stepping back, we see through these four examples how Specialized mobile tasks: Partner with industry leaders such activities that are basic are most adopted, particularly those as facebook or YouTube. native to mobile. Penetration drops off the most when we move Advanced shopping tasks: Take core shopping activities and into the advanced activities derived from native enhance them within your own platform. Understand that these shopping activities. shoppers are looking for functional benefits. ©2011 Leo Burnett & Arc Worldwide | 8
  • 9. KEY FINDING 6 Not all categories are mobile phones either. Knowing which activities fall into this group and de-prioritizing such efforts can allow retailers and manufacturers to Apparel shoppers are very responsive to deals, hence they use their mobile phones to receive deals notifications all the time. Here shopped to the same extent focus on the solutions that matter most to shoppers. too, shoppers are open to using the mobile phone to get real-time opinions of friends and family who may not be in the store with and in the same way. them, even if they may not be ready to use public social networks Each category has a unique activity radar. to do the same. And, because an in-person store visit is so Where each specific activity falls on this map will depend on the important to an apparel shopper to see the product fit and to feel We looked at mobile shopping in 36 different product and service category being examined, such that each category would have a it, the relevance of public opinions may not have much relevance. categories and observed a remarkable difference in penetration unique imprint or “radar.” Some examples of activities for the four levels, with some categories like travel being significantly higher categories examined are shared here. Shopping for appliances is a complex, information-intensive, and than categories like CPGs. Moreover, the relative gap between time-consuming process. Oftentimes, the products people find on heavy and light mobile shoppers also widened as category Core Considered the shop floor are different from the products they had shortlisted penetration fell. Here you see in depth how those levels vary Locating Product/ Not Relevant Retailers in their desk research. Shoppers have shown the resourcefulness for four categories—restaurants, apparel, appliances, and a Getting Service/ Finding Coupons/ to whip out their mobile phones in-store and access the details of collection of CPGs. Support Offers/Sales new products as they encounter them. Using mobile phones to 20 Light Mobile Shopper make a shopping list is a different story, given the limited number Heavy Mobile Shopper 2 of items people are usually shopping for. 49 % 49 % Ordering and Paying Making Lists 41 % 19 15 25 % 25 % 1 12 % 14 5 CPGs are truly different and, given their relatively low level of 2% 7% 4 10 adoption for mobile shopping, only activities such as searching 6 Restaurants Apparel Appliances Average CPG for coupons or making lists are something shoppers are currently 18 16 13 11 Earning Rewards Framing Options doing, and that too in a rather rudimentary fashion. There is 3 opportunity for retailers and manufacturers to bring some There is a range of activity relevance. 9 12 7 advanced functionality with mobile apps to these activities and 17 We also examined 33 different mobile shopping activities across to move additional items into the shopper’s consideration set. Choosing 8 Using and Giving the four categories above, and developed a framework for From Options Ratings/Reviews examining activity relevance based on adoption levels and Some activities are so integral to shopping that their relevance Comparing activity type. Prices is evident across multiple categories. Pricing information is so valuable to shoppers that this is an example of an activity Restaurants Apparel that shoppers would highly consider doing while shopping for Some activities are core to a category—they are intrinsic to how 1 Look up location, hours, etc. 5 Receive coupons & sales notifications people shop the category and therefore are activities shoppers 2 Make a shopping list 6 Gather ideas and information appliances (given the price tag), for apparel (given the possibility have naturally become adapted to doing on their mobile phones 3 Give a public review or rating 7 Ask opinions from friend/family of finding deals) and CPGs (given the ease). 4 Order for pick up and payment in store 8 Access public opinions 9 Scan barcode to compare prices in some form or another. Manufacturers and retailers can offer mobile solutions that improve the way shoppers are adopting In contrast, some activities may be well adopted in one category, Appliances CPG such activities. 10 Make a shopping list 15 Find coupons and deals but not relevant in another. For example, an activity such as using 11 Look up reviews and ratings 16 Gather ideas and information your mobile phone to place and order, and then later paying 12 Scan barcode to compare prices 17 Scan barcode to compare prices Then there are considered activities that are relevant to the 13 Look up product information 18 Participate in retailer loyalty program and picking up in-store is already a core behavior in fast-food category but not currently being done on the mobile phone. 14 Order for pick up and payment in store 19 Order for pick up and payment in store shopping. To create efficiency in their weekly routine behaviors, 20 Tweet for customer support The barrier to adoption is often a lack of awareness and CPG shoppers might also consider doing such an activity. But for understanding. Once exposed to such activities, shoppers appliance shoppers this has little relevance, since they want to In the restaurants category, for example, people use their mobile first see the product before they decide to purchase it. appreciate their utility and they are open to integrating such phone to locate restaurants and read reviews and ratings—activities activities into their lives. Developing these types of solutions they might have previously been doing on their computers. And offers the greatest potential in changing behaviors and driving IMPLICATION because they use customer reviews and ratings, they are also mobile adoption. open to giving such reviews and ratings themselves. Here, a mobile Mobile shopping solutions should be designed category up. phone can provide an effortless and fun way for shoppers to It’s not a one-size-fits-all. Underlying category behaviors are Lastly, there are activities that are not relevant to the category and capture and share reviews real-time so as to avoid losing the review a good indicator of which mobile shopping activities will play hence something shoppers will not consider doing on their mobile a prominent role and which will not. in the time it takes to get home. ©2011 Leo Burnett & Arc Worldwide | 9
  • 10. KEY FINDING 7 Certain categories deliver a more satisfying mobile shopping experience than the others. Overall, we see that light mobile shoppers are satisfied in fewer place to eat and the opportunity to read reviews from an active Light mobile shoppers have less satisfaction categories. The category penetration levels tend to go hand-in-hand community of locals in the know. based on inexperience with the satisfaction levels. The lower the penetration, the lower the We looked at mobile shopping satisfaction in 36 categories. We satisfaction. And in general, the satisfaction levels are lower than But with something like appliances or apparel, the shopper needs see that the satisfaction levels vary quite a bit between heavy those of a heavy mobile shopper. With heavy mobile shoppers, we to walk into the store to view the product. Seeing a washer or and light mobile shoppers. The horizontal access on this chart have to take a closer look at satisfaction levels. a pair of jeans on a phone will not provide enough information shows mobile shopping penetration. The vertical access shows to make a confident and informed purchase decision. So even the percent of people satisfied with their experience. The dots though full service restaurants and apparel share a similar represent different product or service categories. Even with similar usage levels, penetration level, the apparel mobile shopping experience has people are more satisfied with experiences many fewer satisfied shopping experiences. Satisfaction with shopping experience in some categories than others (% Top-3-Box on 10-pt scale) 80 Satisfaction with shopping experience IMPLICATION (% Top-3-Box on 10-pt scale) 80 In low involvement categories, you have to deliver exponential 60 value vs. the required effort to change behavior. For instance, deliver deals that are only available on the phone, or provide tools that deliver greater efficiency. 40 60 With higher involvement categories, mobile has to add value 20 by enhancing the necessary in-store experience in order for satisfaction ratings to rise. For instance, in categories like 40 autos and furniture, provide ratings and reviews that are easily 0 accessible in the store to enhance shopping experience. 0 20 40 60 Light Mobile Product category penetration (% ever shopped with mobile phone) Shopper 20 Satisfaction with shopping experience (% Top-3-Box on 10-pt scale) 80 0 0 20 40 60 Heavy Mobile Product category penetration (% ever shopped with mobile phone) 60 Shopper 40 Why is it that even within the same level of penetration there are different levels of satisfaction? Take restaurants. Here we see high 20 satisfaction levels, even with different penetration levels between quick service and full service restaurants. 0 0 20 40 60 With restaurants, people rely on the comments of others to predict Product category penetration a good dining experience. Apps like Yelp make it easy to set up Heavy Mobile Shopper (% ever shopped with mobile phone) a successful purchase experience with the ability to search for a ©2011 Leo Burnett & Arc Worldwide | 10
  • 11. KEY FINDING 8 Many drivers of positive and negative mobile shopping experiences are similar regardless of the category shopped. Difficulties in narrowing or refining a product search. :( Positive experiences Generally, people like sites that load quickly and give the essential Too much information to navigate on a small screen. :( information. They like the freedom of accessing information anywhere. They like discovering new apps or sites that work well, Having to opt in and register for an app :( and when their expectations are exceeded that’s pleasing as well. before you know if you even want it, and filling in too many fields of information. Sites that load quickly Unmet reward expectations. :( :) Ability to make a purchase decision regardless of where :) you are Performance counts Instant access to product, inventory and price information Clearly, performance is critical. Here are some specific :) suggestions. The excitement of discovering a new mobile activity, app :) or mobile site that works well TEST across as many handsets, platform and browser combinations as possible using online testing tools and When experience exceeds expectations preferably, where possible, actual handsets. :) Sites that provide essential information CONSIDER limited memory resources and optimize to use the :) minimum amount of memory. REMOVE unnecessary code and features. Optimize the mobile user experience LOAD test to measure performance and scalability. Amazon does a great job of optimizing the user’s mobile Negative experiences CONSIDER power consumption to conserve phone experience. On the website, the new customer is asked to create battery power. a lengthy profile about herself and her preferences. But, on mobile, When it comes to negative experiences, people are annoyed by Amazon realizes the person is on the go and offers a streamlined technology bugs. They don’t like getting bounced from an app to experience, so the user is only prompted to fill in basic fields. a site because the app isn’t fully useful. They dislike when they are IMPLICATION given information overload or have to opt-in too early in the process. All this means that it’s important to conduct rigorous Quality Macy’s did a great job of exceeding shopper expectations with They also don’t like having their rewards expectations go unmet. Assurance testing to eliminate bugs, and to ensure you’ve their mobile site over the holidays. They had a special holiday designed your user experiences for a mobile phone, not a feature called “Macy’s Believe”. To unlock the magic, the user was computer. Provide consistent information across channels, and Technology bugs like slow loading sites, crashing apps, :( instructed to turn their iPhone horizontal. This unlocked different price scans that don’t work, limited phone reception. surprise and delight mobile shoppers. content. Macy’s then delivered a page refresh that surprised shoppers with a fun and unexpected experience. Getting bounced from an app to a website. It’s only half :( useful. Inconsistent information between the store, mobile site :( and an app. ©2011 Leo Burnett & Arc Worldwide | 11
  • 12. KEY FINDING 9 There is a need for Mobile web can Apps have their advantages too bridge shoppers to mobile sites and apps. more functionality Mobile apps are necessary too. Downloading apps is a common activity for heavy mobile shoppers. Apps are pre-loaded to their The Mobile web is great at phones and offer custom information within a touch or two. achieving the basics but today’s And Apps deliver a predictable experience. Apps have their Smartphones have the ability to do unique advantages. They can take advantage of the phone’s Mobile sites have their advantages so much more – like determining functionalities, like the accelerometer or use location-aware your location with GPS or functionality to deliver more customized engagements. Apps are Mobile sites are necessary. Visiting mobile sites is one of the few capturing images with the phone’s built for specific platforms, so they can deliver a rich activities that light mobile shoppers do, and shoppers regularly cameras. As a result, to create app user-friendly experience. rely on mobile sites when apps crash. Mobile sites can deliver awareness and nudge shoppers to real-time information. the optimized experience, brands IMPLICATION and retailers put banners on their The Mobile web has evolved. For phones like iPhone and Android mobile site for devices that have Offer a fluid and functional shopping experience that that use Webkit browsers, enabling retailers and brands to deliver an app available. recognizes the unique role for both. A strong mobile site app-like experiences without the need for an app download. should focus on delivering a simple experience, or shoppers For other phones that can access the mobile web, similar will navigate elsewhere. Use an app to integrate the phone’s experiences can be created to increase engagement. functionalities to automatically pull GPS coordinates or pull colors from photos. For example, the Bloomingdale’s mobile website can be viewed on a Blackberry or an iPhone. But for Blackberry users, the Know that shoppers may search for your mobile website or menus are extended to mimic a scrolling Blackberry user. While Retailers and manufacturers need to treat apps open your app, without thinking about why they selected one the iPhone site is more compact for quick touch navigation. differently than mobile web or the other, so be consistent with information. The heavy shopper, however, will clearly appreciate the more advanced Apps have to be treated differently than mobile websites. For customization and fun that your app delivers. These customized experiences help transfer current mobile example, Kraft uses their mobile website to deliver basic content behaviors to mCommerce sites. such as recipes. Their app, on the other hand, provides the opportunity to use a phone’s camera function to take pictures of • Eliminates the need for a download food items in the cabinet and add them to a shopping list. Coupons • Easily optimized for search can be scanned and added to loyalty cards. • Stronger reach ©2011 Leo Burnett & Arc Worldwide | 12
  • 13. KEY FINDING 10 Shoppers look to retailers first, but they use manufacturers for specialized support when they shop. L’Oréal partnered with Walgreens by creating endcaps featuring Information found on retailer sites isn’t enough Manufacturers and retailers must work together Youth Code. Often times shoppers are overwhelmed with They may go to retailers first and more often, but they don’t find While retailers have been leading the way with mobile product choices in the skincare category. With this display, all that they need so they also have to visit manufacturer sites to initiatives, they may not always have access to detailed product shoppers can use their phones to learn more about the product. find that information. Rather than risk losing shoppers, provide specifications, lists of matching accessories, warranty information important manufacturer information within the retail experience. and other data that could influence their purchase. Some shoppers told us that with retailer websites they don’t find the details they need to make a decision. And the information Here we see Target partnering with Giada to offer exclusive they are given seems more like an ad. Mobile Shoppers are product. Using mobile, shoppers can scan a QR code found in looking for a balance of retail and manufacturer data. a holiday gift guide to access relevant holiday recipes that are co-branded with Giada. This sits within the Target mobile site for Light Mobile Shopper quick access to other products. Heavy Mobile Shopper 91 % 31 % Visit retailer website IMPLICATION 79 % Manufacturers and retailers must work together. Retailers need to lead, but partner with manufacturers to deliver category- 21% specific content. Manufacturers that create content that directs shoppers to a specific retailer offer those same shoppers the opportunity to have a comprehensive experience that pulls them all the way through the purchase. Visit manufacturer website Scan for Giada De Laurentis’ Seafood Shrimp Cocktail recipe or visit Target.com/Giada for this recipe and more. ©2011 Leo Burnett & Arc Worldwide | 13