Fueling the Digital Shopper

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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.

Published in: Marketing, Technology, Business

Fueling the Digital Shopper

  1. 1. FUELING THE DIGITAL SHOPPER4EmergingDigital ShopperMarketingTrends
  2. 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. 3. 4 EMERGING TRENDS 1.  iBeacon 2.  Receipt Scanning & Rebates 3.  Anywhere Commerce 4.  Augmented Reality
  4. 4. 1. iBEACON
  5. 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. 6. WHAT IS IT? Source: “A Retailer’s Guide to iBeacon Marketing,” Retail TouchPoints, April 2014
  7. 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. 8. HOW ARE RETAILERS AND CPGS USING IT?
  9. 9. HOW ARE RETAILERS AND CPGS USING IT?
  10. 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. 11. RECEIPT SCANNING & REBATES 2.
  12. 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. 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. 14. HOW ARE RETAILERS AND CPGS USING IT?
  15. 15. HOW ARE RETAILERS AND CPGS USING IT?
  16. 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. 17. 3. ANYWHERE COMMERCE
  18. 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. 19. HOW ARE SHOPPERS EMBRACING IT? Consumers are becoming increasingly comfortable transacting via mobile and social.
  20. 20. HOW ARE RETAILERS AND CPGS USING IT?
  21. 21. HOW ARE RETAILERS AND CPGS USING IT?
  22. 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. 23. 4. AUGMENTED REALITY
  24. 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. 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. 26. HOW ARE RETAILERS AND CPGS USING IT?
  27. 27. HOW ARE RETAILERS AND CPGS USING IT?
  28. 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. 29. 1.  iBeacon 2.  Receipt Scanning & Rebates 3.  Anywhere Commerce 4.  Augmented Reality 4 EMERGING TRENDS
  30. 30. THANK YOU Ethan Goodman Vice President, Digital Practice goodmane@themarsagency.com 248-936-2670

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