Ethan Goodman, VP, Digital Practice at The Mars Agency shares an overview of four emerging digital shopper marketing trends that we should all know about.

1. FUELING THE
DIGITAL
SHOPPER4EmergingDigital
ShopperMarketingTrends

2. OBJECTIVES
• Provide education about emerging digital trends that are
taking shape across the shopper marketing landscape
• Showcase what BIC manufacturers and retailers doing in
this space
• Highlight key takeaways and implications for your
daily work
• Make it fun and interactive, and inspire action!

3. 4 EMERGING TRENDS
1. iBeacon
2. Receipt Scanning & Rebates
3. Anywhere Commerce
4. Augmented Reality

4. 1. iBEACON

5. WHAT IS IT?
• iBeacon is one of a handful of “proximity marketing”
technologies – including Near Field Communication
(NFC), RFID, GPS, indoor mapping, etc. – that enables
brands & retailers to deliver targeted messaging, content
and offers to shoppers’ mobile devices based on their
specific geographic location.
• iBeacon is Apple’s proprietary proximity marketing
platform. Using Bluetooth Low Energy (BLE), iBeacon
sends push notifications to apps on shoppers’ iPhones
as they pass by sensors placed throughout a store – in
aisles, on end caps, etc.

6. WHAT IS IT?
Source: “A Retailer’s Guide to iBeacon Marketing,” Retail TouchPoints, April 2014

7. HOW ARE SHOPPERS
EMBRACING IT?
They’re ready for iBeacon marketing!
Source: “A Retailer’s Guide to iBeacon Marketing,” Retail TouchPoints, April 2014

8. HOW ARE RETAILERS AND
CPGS USING IT?

9. HOW ARE RETAILERS AND
CPGS USING IT?

10. KEY IMPLICATION(S)?
For the first time, brands and retailers can deliver
targeted, personalized digital content to shoppers
based on their precise location in the store.
How will your in-store marketing strategies evolve
as a result?

11. RECEIPT
SCANNING &
REBATES
2.

12. • New receipt scanning & rebate services like iBotta,
Checkout51 and Shopmium are emerging as an alternative to
sometimes suboptimal digital couponing options like print-at-
home, load-to-card and mobile barcode scanning.
• These services are extremely easy to use. The basic
experience is:
1. Download app
2. Browse & earmark compelling offers
3. Post-shopping trip, take a picture of the receipt
4. Receive savings for participating products/offers automatically
via direct PayPal deposit
WHAT IS IT?

13. Platform Country of
Origin
Launch
Date (US)
# Active
Users (US)
iBotta US Dec 2012 3 MM
Checkout51 Canada Jan 2014 1.1 MM
Shopmium France Feb 2014 100,000
HOW ARE SHOPPERS
EMBRACING IT?
Small but engaged user base, and growing fast!

14. HOW ARE RETAILERS AND
CPGS USING IT?

15. HOW ARE RETAILERS AND
CPGS USING IT?

16. Receipt scanning and rebate apps are disrupting
the traditional digital couponing ecosystem,
especially for millennials.
Are they sustainable over the long haul, or just a
flash in the pan?
How will you incorporate players like iBotta,
Checkout51 and Shopmium into your consumer
promotion strategies?
KEY IMPLICATION(S)?

17. 3. ANYWHERE
COMMERCE

18. • Anywhere Commerce is a phenomenon whereby technology
is enabling brands and retailers to transform their owned,
earned and paid media – everything from TV, print, OOH,
banner ads, social media and online video – from static
marketing tactics into interactive, shoppable storefronts.
• Anywhere Commerce lets consumers shop and buy in
context (e.g. “I want to buy that hat Bieber is wearing in his
Instagram photo”), and helps brands and retailers get more
bang for their buck from – and more effectively measure –
their marketing spend.
WHAT IS IT?

19. HOW ARE SHOPPERS
EMBRACING IT?
Consumers are becoming increasingly comfortable transacting via
mobile and social.

20. HOW ARE RETAILERS AND
CPGS USING IT?

21. HOW ARE RETAILERS AND
CPGS USING IT?

22. Your media is no longer just a vehicle for driving
awareness, engagement and education. It’s
officially a transaction medium.
How will you leverage Anywhere Commerce
capability to drive sales from your owned, earned
and paid marketing assets?
KEY IMPLICATION(S)?

23. 4. AUGMENTED
REALITY

24. • Augmented reality is a live or indirect view of a
physical, real-world environment whose elements are
augmented – via a mobile phone, computer, or wearable
– by digital sensory input like graphics, video, GPS data,
sound, etc.
• In more simple terms, augmented reality enables
shoppers to unlock interactive, immersive experiences
from traditionally static media – like print and packaging
– with their digital devices.
WHAT IS IT?

25. In 2014, 30% of mobile
subscribers having data
plans in mature
markets will use
Augmented Realty at
least once a week.
HOW ARE SHOPPERS
EMBRACING IT?
Source: h"p://www.augmentedrealitytrends.com/augmented-­‐reality/augmented-­‐reality-­‐how-­‐has-­‐it-­‐changed-­‐in-­‐2013.html

26. HOW ARE RETAILERS AND
CPGS USING IT?

27. HOW ARE RETAILERS AND
CPGS USING IT?

28. Augmented reality is providing brands and retailers
with unprecedented opportunities to bring their
print, packaging and in-store environments to life
for shoppers.
How will this technology force you to think
differently about your current approach to these
touch points?
KEY IMPLICATION(S)?

29. 1. iBeacon
2. Receipt Scanning & Rebates
3. Anywhere Commerce
4. Augmented Reality
4 EMERGING TRENDS

30. THANK YOU
Ethan Goodman
Vice President, Digital Practice
goodmane@themarsagency.com
248-936-2670