A DAY IN THE LIFE OF THE DIGITAL SHOPPERHow digital activation is used to influence the behavior of a youngmarried couple,...
Consumers to   Shoppers in   Relevance and Shoppers        Control      Creativity
Mobile Moments
Mobile Moments
Mobile Moments         Mobile scores highly Vs other channels              Reach   Targeting   Engagement            Viral...
Mobile MomentsUnderstand    speci c behaviours                               TNS: http://discovermobilelife.com/
Mobile Moments  Mindsets           Motives            Moods              ModeWhat people want   Why people need   How peop...
Mobile MomentsThe Consumer  perspective: The Journey
Mobile MomentsThe Business perspective1. Yield management is about optimising limited and perishable resources through tim...
Mobile Moments       !"#$%&&(#)-$&,&./$")     *+$%,&&(#)
Mobile Moments  The Principles:Mobile Moments
Mobile Moments1. Be Contextual                   #wisdomfromtheurinal
Mobile MomentsRetail installations can help provide consumers with “sales Aid” and generate commitment to the brand.      ...
Mobile Moments                 2. Be timely & Placely                     Scratch your customer’s itch                    ...
Mobile MomentsWestpac
Mobile Moments3. Be Useful. Don’t tell. Enable.                                           Give man a target and he will ai...
Mobile Moments3. Be Useful. Don’t tell. Enable.                                           Give man a target and he will ai...
Mobile MomentsMilo have developed an App to help people organise     football or sports matches with their friends
Mobile Moments                 4. Be Effortful
Mobile MomentsBrand experiences  like street theatre - engage consumers,     create buzz and          drive footfall
Mobile Moments5. Be omnipresent.
Mobile MomentsNestle platform for Parents
Mobile Moments6. Be Remarkable     #wisdomfromthecow
Mobile Moments Identify the business & communication opportunitiesUnderstand underlying consumer behaviour and emotions
From Armed To Charmed
From Armed To Charmed  Fear Of The Tech-Empowered Shopper
From Armed To CharmedMobile Changing Shopping Behavior.....
From Armed To Charmed               .....But be aware of aggregate data “In$a$December$survey$conducted$for$the$NRF,$about...
From Armed To CharmedClearingthe Fog
From Armed To Charmed    Mobile Shopper Research StudyShoppers                               Experts
From Armed To Charmed               Adoption of Mobile Shopping ServicesSmart$phones$crossing$the$chasm                   ...
From Armed To CharmedThe year of the “not so smart”   phone user
From Armed To Charmed                     Early Adoption             All the basics +             Bleeding edge apps      ...
From Armed To Charmed                          Opinion Leader        Actively using a        broad set of mobile        we...
From Armed To Charmed            Early Main Stream                          Simple-Savvy                          mobile s...
From Armed To Charmed          Mass Market                         Mostly online                         shopping tools;  ...
From Armed To Charmed     Key Takeaway - Mobile following onlineLOOKED$THEN$BOUGHT$                                       ...
From Armed To Charmed                 Majority Adoption = ROITrusted?Learned?Needed?Simplifying? Innovators    Opinion    ...
50
Ques>on-#1                  5 Things We Heard                    Loud And Clear                    From Shoppers51
1.-Give-me-value-AND-service     Checking-in-is-for-(in-this-order)-Loyalty,-Customer-Service,-Inventory-and-Deals-52
2. Make shopping       easier not more              complex53
From Armed To Charmed3. Give me multiple   points of access
From Armed To Charmed4. Grow With Me Over Time
From Armed To Charmed5. Know me@mobile
EXCUSE ME,THERE’S A QR CODE IN MY SOUP
TVAT HOME              PRINT                     RADIO                                E                      OUT OF HOM ON...
ISHING                                  ADIO & PUBL                     DIGITAL TV, R                                    O...
Photo: Philippa Willitts
SAMPLING ON DEMAND
PROMOS IN REAL-TIME
ENGAGING DRIVE TO STORE
TRULY INTERACTIVE DISPLAYS
SOCIAL SHOPPING
LIFESTYLE TARGETING
ANYWHERE PURCHASE
THANK YOU
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
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The Digital Shopper

  1. 1. A DAY IN THE LIFE OF THE DIGITAL SHOPPERHow digital activation is used to influence the behavior of a youngmarried couple, John and Sarah, during a ‘typical day in their life’.
  2. 2. Consumers to Shoppers in Relevance and Shoppers Control Creativity
  3. 3. Mobile Moments
  4. 4. Mobile Moments
  5. 5. Mobile Moments Mobile scores highly Vs other channels Reach Targeting Engagement Viral TransactionMobileInternetTVPrintRadioOutdoor Chetan Sharma, January 2011, via Neilsen
  6. 6. Mobile MomentsUnderstand speci c behaviours TNS: http://discovermobilelife.com/
  7. 7. Mobile Moments Mindsets Motives Moods ModeWhat people want Why people need How people feel How People do it
  8. 8. Mobile MomentsThe Consumer perspective: The Journey
  9. 9. Mobile MomentsThe Business perspective1. Yield management is about optimising limited and perishable resources through timely pricing and communications. Think about the Choice Architecture of consumers at different stages Decision Criteria “Would you like an upgrade “Yes. Upgrade me!” Day before Sensory for $350?” I deserve: Moments Would you pay more or less for an empty flight? Text people a few days before a flight and ask them if they would like to swap to a less Full flight. 2. Economics of Satisfaction relates to the economic impact of ensuring the customers are “satisfied” to drivepurchase, repeat purchase & advocacy; as well as reduce customer service issues and minimise negative word of mouth.
  10. 10. Mobile Moments !"#$%&&(#)-$&,&./$") *+$%,&&(#)
  11. 11. Mobile Moments The Principles:Mobile Moments
  12. 12. Mobile Moments1. Be Contextual #wisdomfromtheurinal
  13. 13. Mobile MomentsRetail installations can help provide consumers with “sales Aid” and generate commitment to the brand. Flights to Sydney You can get a 10% saving from using AMEX when buying holidays and ights with travel insurance.
  14. 14. Mobile Moments 2. Be timely & Placely Scratch your customer’s itch before they know they need to
  15. 15. Mobile MomentsWestpac
  16. 16. Mobile Moments3. Be Useful. Don’t tell. Enable. Give man a target and he will aim. Telling is less effective than in uencing and empowering. #wisdomfromtheurinal
  17. 17. Mobile Moments3. Be Useful. Don’t tell. Enable. Give man a target and he will aim. Telling is less effective than in uencing and empowering. #wisdomfromtheurinal
  18. 18. Mobile MomentsMilo have developed an App to help people organise football or sports matches with their friends
  19. 19. Mobile Moments 4. Be Effortful
  20. 20. Mobile MomentsBrand experiences like street theatre - engage consumers, create buzz and drive footfall
  21. 21. Mobile Moments5. Be omnipresent.
  22. 22. Mobile MomentsNestle platform for Parents
  23. 23. Mobile Moments6. Be Remarkable #wisdomfromthecow
  24. 24. Mobile Moments Identify the business & communication opportunitiesUnderstand underlying consumer behaviour and emotions
  25. 25. From Armed To Charmed
  26. 26. From Armed To Charmed Fear Of The Tech-Empowered Shopper
  27. 27. From Armed To CharmedMobile Changing Shopping Behavior.....
  28. 28. From Armed To Charmed .....But be aware of aggregate data “In$a$December$survey$conducted$for$the$NRF,$about$11$percent$of$shoppers$said$they$had$used$a$smart$phone$for$holiday$shopping.$Of$those$who$did,$26$percent$made$a$purchase,$34$percent$read$ product$reviews$and$60$percent$browsed$for$giFs$on$their$phones.“ 60%$of$11%$is$6.6% 34%$of$11%$is$3.7% 26%$of$11%$is$2.8%
  29. 29. From Armed To CharmedClearingthe Fog
  30. 30. From Armed To Charmed Mobile Shopper Research StudyShoppers Experts
  31. 31. From Armed To Charmed Adoption of Mobile Shopping ServicesSmart$phones$crossing$the$chasm 5% 15% 30% 30% 20% Innovators Opinion Early Late Laggards Leaders Majority Majority Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
  32. 32. From Armed To CharmedThe year of the “not so smart” phone user
  33. 33. From Armed To Charmed Early Adoption All the basics + Bleeding edge apps and servicesInnovators 42% have used retailer apps Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
  34. 34. From Armed To Charmed Opinion Leader Actively using a broad set of mobile web-based search, social, and comparison tools while shopping Opinion Leaders77% use search to look up product information in store Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
  35. 35. From Armed To Charmed Early Main Stream Simple-Savvy mobile shoppers; using email & text as primary device for brand comms Early Majority27% receive daily or weekly messages from brands Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
  36. 36. From Armed To Charmed Mass Market Mostly online shopping tools; consumer reports, printing coupons, Facebook Late Majority54% connect with friends while shopping Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
  37. 37. From Armed To Charmed Key Takeaway - Mobile following onlineLOOKED$THEN$BOUGHT$ LOOKED$THEN$BOUGHT$BY$PHONE BY$ONLINEInnovators Opinion Early Late Laggards Leaders Majority Majority LOOKED-AT-A-PRODUCT-IN-STORE-AND-THEN-BOUGHT-ONLINE $ 85%$ 74%$ 66%$ 54%$ 29% LOOKED-AT-A-PRODUCT-IN-STORE-AND-THEN-BOUGHT-ON-PHONE $ 71%$ 27%$ 8%$ 1%$ 0% Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
  38. 38. From Armed To Charmed Majority Adoption = ROITrusted?Learned?Needed?Simplifying? Innovators Opinion Early Late Laggards Leaders Majority Majority Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
  39. 39. 50
  40. 40. Ques>on-#1 5 Things We Heard Loud And Clear From Shoppers51
  41. 41. 1.-Give-me-value-AND-service Checking-in-is-for-(in-this-order)-Loyalty,-Customer-Service,-Inventory-and-Deals-52
  42. 42. 2. Make shopping easier not more complex53
  43. 43. From Armed To Charmed3. Give me multiple points of access
  44. 44. From Armed To Charmed4. Grow With Me Over Time
  45. 45. From Armed To Charmed5. Know me@mobile
  46. 46. EXCUSE ME,THERE’S A QR CODE IN MY SOUP
  47. 47. TVAT HOME PRINT RADIO E OUT OF HOM ON THE GO SIGNAGE POSM IN STORE PACKAGING
  48. 48. ISHING ADIO & PUBL DIGITAL TV, R ORKS SOCIAL NETW MOBILE APPS RS PLING & E-VOUCHE ONLINE SAM TES PRICE CO MPARISON SI ES GROUP D ISCOUNTS SITAT HOME DIGITAL OOH ITY AUGM ENTED REAL QR CODES S MOBILE SITE ON IMAG E RECOGNITI ON THE GO SMS/M MS/BLUETOO TH PPING B ARCODE SHO ITY AUGM ENTED REAL QR CODES TS DIGITAL CAR IN STORE NS IN STORE SCREE RFID -INS M OBILE CHECK S IPHONE/IPAD
  49. 49. Photo: Philippa Willitts
  50. 50. SAMPLING ON DEMAND
  51. 51. PROMOS IN REAL-TIME
  52. 52. ENGAGING DRIVE TO STORE
  53. 53. TRULY INTERACTIVE DISPLAYS
  54. 54. SOCIAL SHOPPING
  55. 55. LIFESTYLE TARGETING
  56. 56. ANYWHERE PURCHASE
  57. 57. THANK YOU

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