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The Mobile Shopper - From Armed to Charmed presentation

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For consumers and organizations it is not about mobile devices, but about new ways to access information, engage in conversation and interact with brands, services and their environment.
For Ogilvy, Mobile accelerates our programs, campaigns and platforms by augmenting it with utility, immediacy and contextuality. This presentation from OgilvyOne and OgilvyAction is a complimentary piece to the whitepaper.

Published in: Technology, Business

The Mobile Shopper - From Armed to Charmed presentation

  1. Mobile@Ogilvy
  2. For
consumers
and
organiza0ons
it
is
not
 about
mobile
devices,
but
about
new
ways
 to
access
informa,on,
engage
in
 conversa,on
and
interact
with
brands,
 services
and
their
environment.
 For
Ogilvy,
Mobile
accelerates
our
programs,
 campaigns
and
pla;orms
by
augmen0ng
it
 with
u,lity,
immediacy
and
contextuality.2
  3. The
Mobile
Shopper
‐From
Armed
to
CharmedMar0n
Lange,
OgilvyOne
NYC Mobile@Ogilvy
  4. 4
  5. Mobile
Changes
Shopping
BehaviorSource: Google Research5
  6. “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%6
  7. Clearing
the
Fog‐ Today’s
Reality “The
consumer
is
blissfully
unaware
and
does
not
really
have
 any
requirements” 
 
 
 ‐
Maarten
Albarda,
Anheuser‐Busch
/
Inbev7
  8. 8
  9. Adop,on
of
Mobile
Services
‐
 an
Ogilvy
Research 5% 15% 30% 30% 20% Innovators Opinion Early Late Laggards Leaders Majority Majority Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=5009
  10. Early
Adop,on Blackberry Next
Tag Android Red
Laser Being
Social Gilt
Group Mydailydeal Coupon
Sherpa Yelp RoVen
Tomatoes Epinions Tweeted
nega0vely
about
brand Zappos
 Innovators Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50010
  11. Opinion
Leader Own
iPhone Searched
Google
from
store
 Intend
to
buy
Kindle for
product
info CitySearch Scanned
QR
or
barcode TwiVer Shopped
at
retail
then
bought
 LinkedIn online Bizrate Asked
store
to
match
price
 shown
phone Opinion Leaders Penetration >25% & <20% in next group Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50011
  12. Early
Main
Stream Own
smartphone Likely
to
buy
iPad Coupons
via
text
message
 Groupon Early Majority Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50012
  13. Broad
Adop,on Become
a
fan
of
a
brand
on
Facebook Asked
store
to
match
a
price
from
a
 printout Use
Consumer
Reports
online Late Majority Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50013
  14. Universal Facebook Ebay Craig’s
List Amazon PayPal Shopped
retail
then
bought
online Phoned
from
store
for
opinion Laggards Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50014
  15. Mobile
following
online LOOKED
THEN
BOUGHT
 LOOKED
THEN
BOUGHT
 ON
PHONE ONLINE Innovators 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: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50015
  16. Crossing
the
Chasm Trusted? Learned? Needed? Simplifying? Innovators Opinion Early Late Laggards Leaders Majority Majority Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50016
  17. 17
  18. Looking
Ahead
‐ Tomorrow’s
 Opportuni,es “The
adop*on
of
commerce
on
the
mobile
is
 much
quicker
than
people
had
an*cipated.” 
 ‐
Shaun
Gregory,
 O2
Media18
  19. 19
  20. Old
Marketplace
Rules,
 New
Shopper
Tools20
  21. Loca,on,
Loca,on,
Loca,on21
  22. Loca,on,
Loca,on,
Loca,on21
  23. Pain
Points
&
Immediate
Relief Promo,on
Hunts,
One‐Off
Sales
 &
Condi,oned
Consumers Supply
Chain
Transparency
 &
Legal
Ac,on Physical
POS
 &
Virtual
POS Customer
vs.
 Sen,ment
 Organiza,onal
Readiness &
Mi,ga,on22
  24. Re‐Thinking
the
Shopper
Journey Trigger Planning On
the
Move At
the
POS Post
Purchase Experience
Products23
  25. Thought
Starters24
  26. A
Brand
is
Never
Alone Thought
Starters25
  27. But
there
is
new
Shelf
Space
available
 Thought
Starters ‐
Digital
Shelf
Space26
  28. Checking
in
for
(in
this
order)
Loyalty,
 Customer
Service,
Inventory
and
Deals
27
  29. Empower
Your
Staff28
  30. Understand
Social
Pla^orms
in
the
 Shopping
Context29
  31. An,cipate
Intent
through
 leveraging
Data Facebook
Friends Last
Check
Ins Purchase
History Music
Taste Loca0on Time Socio
Demographics30
  32. 31
  33. THANK
YOU Mar0n
Lange,
mar0n.lange@ogilvy.com,
@macaccess,
 #MobileatOgilvy32 Mobile@Ogilvy

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