The Agency's View on Holiday Mobile Shopping

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The Agency's View on Holiday Mobile Shopping

  1. 1. THE AGENCY’S VIEW ON HOLIDAY MOBILE SHOPPINGMartin Lange, OgilvyOne<br />
  2. 2. WHAT MAKES CHRISTMAS SHOPPING SPECIAL?<br />
  3. 3. 70% of all purchases are gifts<br />
  4. 4. This is not a gift, normally<br />
  5. 5. Gifts are personal, emotional, meaningful<br />
  6. 6. Christmas shopping is about atmosphere and experience<br />
  7. 7. But Christmas shopping is also about time pressure<br />
  8. 8. The large majority of purchases still happens in store<br />
  9. 9. Only 14% of smartphone users bought an item through their phone<br />
  10. 10. UNDERSTANDING THE MOBILE ENABLED SHOPER<br />
  11. 11. Asking the experts<br />
  12. 12. Asking the shopper<br />
  13. 13. What are typical services that shoppers are using?<br />20%<br />30%<br />30%<br />5%<br />15%<br />Innovators<br />Opinion<br />Leaders<br />Early<br />Majority<br />Late<br />Majority<br />Laggards<br />Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500. <br />
  14. 14. Innovators<br />Blackberry<br />Android<br />Being Social<br />Mydailydeal<br />Yelp<br />Epinions<br />Zappos<br />Next Tag<br />Red Laser<br />Gilt Group<br />Coupon Sherpa<br />Rotten Tomatoes<br />Tweeted negatively about brand<br />How to win an innovation halo<br />Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500. <br />
  15. 15. Own iPhone<br />Intend to buy Kindle<br />CitySearch<br />Twitter<br />LinkedIn<br />Bizrate<br />Searched Google from store for product info<br />Scanned QR or barcode<br />Shopped at retail then bought online<br />Asked store to match price shown phone<br />Opinion<br />Leaders<br />On the verge to becoming mainstream?<br />Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500. <br />
  16. 16. Early<br />Majority<br />Own smartphone<br />Likely to buy iPad<br />Coupons via text message <br />Groupon<br />Catering to the masses<br />Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500. <br />
  17. 17. Late<br />Majority<br />Become a fan of a brand on Facebook<br />Asked store to match a price from a printout<br />Use Consumer Reports online<br />Almost full adoption<br />Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500. <br />
  18. 18. Facebook<br />Ebay<br />Craig’s List<br />AmazonPayPal<br />Shopped retail then boughtonline<br />Phoned from store for opinion<br />Laggards<br />Universal behavior<br />Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500. <br />
  19. 19. Innovators<br />Opinion<br />Leaders<br />Early<br />Majority<br />Late<br />Majority<br />Laggards<br />Trusted? Learned? Needed? Simplifying? <br />Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500. <br />
  20. 20. THOUGHT STARTERS<br />
  21. 21. Aggregate where you find critical mass<br />
  22. 22. On mobile wish lists<br />
  23. 23. And shopping guides<br />
  24. 24. Find the digital shelf space<br />
  25. 25. Understand mobile search intent and optimize your offer<br />
  26. 26. The power of location-based targeting<br />
  27. 27. Shopper check in – for Loyalty, Customer Service, Inventory <br />
  28. 28. Empower staff – especially your “temps”<br />
  29. 29. Understand timing – Christmas starts early and ends late<br />
  30. 30. Connect the journey<br />
  31. 31. Whatever you plan for Christmas…… plan long term and holistically!<br />Transaction – Lifetime – Advocacy - Collaboration<br />
  32. 32. THANK YOUmartin.lange@ogilvy.com, @macaccess<br />

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