Bricks + Mobile 2011 - Terrified Retailers Take Control

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The mobile in-store revolution: If Amazon is taking my customers what I can do about it? What’s working, what’s just hype, and what is coming?

•In this session we will cover how the mobile phone is being used today by consumers to aid their in-store purchasing process.
•We will discuss the in-store research renegades who are using bar code scanners and google search to find better deals while they’re in the store. Is all this gaming and check-in technology hype or valuable?
•How is mobile NFC technology going to impact the checkout process?
•Where does mCommerce fit into the store environment? Is anyone going to scan a QR code while standing in a store

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  • There’s something happening in every type of retailer….
  • The mobile phone is empowering the consumer and creating an incredible threat or opportunity for retailers
  • The TRUTH
  • This is a little funny…
  • In 1985 there were less than 0.5MM mobile phones, today, more than 280MM in USSmartphone penetration > 50% in 2011Average lifespan = 1.5 yearsMore Content = More Usage = More Content
  • Limitations: has brand dilution problems.17% of Mobile Users have shown a clerk in a store a picture of a product on their mobile phone – insight expressUsed a coupon from a mobile app: 18-24yrs old 18%, 25-34yrs old 19%, 35-44yrs old 15%, Smartphone 23% - Insight expressMore than 1/3 of smartphone owners look for or use coupons in-store. - Insight express
  • Rolled out to 7000 stores in January 2011Over 3MM people have used it
  • VS is successful with a combination of brand messages and promotionsConsumers will only give phone # to brands they are passionate about, and they will opt out as soon as the program does not meet the promise from sign up
  • Very early stageLittle to no dataVery limited scale in very few cities
  • SHOPKICK – POSITIVESCreative drive-to-store programs with notificationsMixed retailer response to “game playing” in store instead of reinforcing shopping objectives
  • Facebook and Google – lots of activity in 2011
  • Negatives: No real scale solutions yetUnclear consumer receptivityToo many geo fences ruins it for everyonePeople willing to share their location?: TheFind finds people remain uncomfortable sharing location-based information with mobile apps until they discover reciprocal value. “We found that two-thirds of our users initially choose not to enablelocation-based services. However, almost all users start to either share their ZIP code or enable location-based services [via GPS] once they click our Nearby tab to search for items at local stores,”
  • Negatives:
  • RESEARCH: WHICH ONE SHOULD I BUY?
  • REVIEWS: IS THIS PRODUCT ANY GOOD? Access to consumer reviews – both direct form site and through 3rd parties – and its not just Consumer Electronics You’d be surprised how many products have reviews.
  • 2.  Terrified retailers take control: Mobile technologies that are transforming the in-store experience for consumers – Patrick Collins, CEO, 5th FingerThe mobile in-store revolution:  If Amazon is taking my customers what I can do about it? What’s working, what’s just hype, and what is coming?In this session we will cover how the mobile phone is being used today by consumers to aid their in-store purchasing process.We will discuss the in-store research renegades who are using bar code scanners and google search to find better deals while they’re in the store. Is all this gaming and check-in technology hype or valuable?How is mobile NFC technology going to impact the checkout process?Where does mCommerce fit into the store environment? Is anyone going to scan a QR code while standing in a store?
  • Bricks + Mobile 2011 - Terrified Retailers Take Control

    1. 1. Terrified retailers take control<br />Mobile technologies that are transforming the in-store experience for consumers<br />
    2. 2. Look out into your store…<br />
    3. 3. Look out into your store…<br />
    4. 4.
    5. 5. WHAT IS IN-STORE MOBILE?<br />THIS IS INASTORE, ONA MOBILE<br />
    6. 6. WHAT IS IN-STORE MOBILE?<br />Any mobile experience that drives consumers into a store and converts shoppers into buyers<br />
    7. 7. WHAT IS MAKING IT HAPPEN?<br />
    8. 8. INTRODUCTION<br />Patrick Collins, CEO 5th Finger<br /><ul><li>Established in 2000 in Sydney, Australia; Moved global headquarters to SF in 2008
    9. 9. Full Mobile Marketing solutions provider: Mobility Planning, SMS Loyalty Programs, m-Commerce, App Development, Mobile Web
    10. 10. Recent award-winning work for Coke, Victoria’s Secret
    11. 11. Award winning platform: RedShop mCommerce and RedShop Loyalty.
    12. 12. Pioneers in the field of Bricks + Mobile</li></li></ul><li>MOBILE IMPACT PRE-STORE AND IN-STORE<br />MOBILE OPPORTUNITY MAP<br />Enhance RETAILER marketing programs to drive foot traffic<br />(pre-store)<br />Support CONSUMER behaviors to convert shoppers into buyers<br />(in-store)<br /><ul><li>Coupons
    13. 13. Loyalty Cards/Programs
    14. 14. Check-in/Gaming
    15. 15. Geo-Fencing
    16. 16. Multi-Channel Marketing
    17. 17. Research
    18. 18. Inspiration
    19. 19. Check Out</li></li></ul><li>COUPONS<br /><ul><li>No more “coupon orphans” at bottom of purse, left on printer, console of car
    20. 20. Ability to scalably deliver personalized offers
    21. 21. Great mobile “gateway” experience
    22. 22. Engage your most loyal customers
    23. 23. Promote brands and store</li></li></ul><li>LOYALTY CARDS/PROGRAMS<br /><ul><li>Low impact enrollment, phone # as universal identity
    24. 24. Creates communication channel, not just member identification
    25. 25. Upgrade loyalty program to become a catalyst program
    26. 26. Potentially lucrative payments opportunities</li></li></ul><li>LOYALTY CARDS/PROGRAMS<br /><ul><li>Low impact enrollment, phone # as universal identity
    27. 27. Creates communication channel, not just member identification
    28. 28. Upgrade loyalty program to become a catalyst program
    29. 29. Potentially lucrative payments opportunities</li></li></ul><li>LOYALTY CARDS/PROGRAMS<br /><ul><li>Low impact enrollment, phone # as universal identity
    30. 30. Creates communication channel, not just member identification
    31. 31. Upgrade loyalty program to become a catalyst program
    32. 32. Potentially lucrative payments opportunities</li></li></ul><li>CHECK-IN/GAMING/LOCATION-BASED<br /><ul><li>Incents consumers to announce store presence
    33. 33. Consumers as advocates
    34. 34. Instant Loyalty Program
    35. 35. Real time customer segment marketing by type (new, existing), value and location
    36. 36. In-store value delivery</li></li></ul><li>CHECK-IN/GAMING/LOCATION-BASED<br /><ul><li>Incents consumers to announce store presence
    37. 37. Consumers as advocates
    38. 38. Instant Loyalty Program
    39. 39. Real time customer segment marketing by type (new, existing), value and location
    40. 40. In-store value delivery</li></li></ul><li>CHECK-IN/GAMING/LOCATION-BASED<br /><ul><li>Incents consumers to announce store presence
    41. 41. Consumers as advocates
    42. 42. Instant Loyalty Program
    43. 43. Real time customer segment marketing by type (new, existing), value and location
    44. 44. In-store value delivery</li></li></ul><li>GEO-FENCING<br /><ul><li>Gives brand a window into “where” customer is when they are outside of store
    45. 45. Creates new context for marketing messages
    46. 46. Engage consumers when they are near/in store
    47. 47. Market to consumers when you believe they are going to be near the store</li></li></ul><li>MULTI-CHANNEL MARKETING<br /><ul><li>Adds extra layers of information to print/outdoor
    48. 48. Creates two way dialog to traditionally one-way communications
    49. 49. Create marketing moments where consumer can take action
    50. 50. Build dialog around static advertisements</li></li></ul><li>PRE-STORE SUMMARY: mobile increases the impact and engagement of traditional retailer marketing programs<br />
    51. 51. RETAIL ALGEBRA<br />WE DID A STUDY<br />
    52. 52. RETAIL ALGEBRA<br />TEN consumers walk into a store…<br />
    53. 53. RETAIL ALGEBRA<br />FOUR say “I’m buying today!”<br />
    54. 54. RETAIL ALGEBRA<br />ONE actually makes a purchase<br />
    55. 55. RETAIL ALGEBRA<br />#1 I couldn’t find anything I liked<br />#2 I couldn’t find my size<br />#3 I didn’t feel like waiting in line<br />
    56. 56.
    57. 57. MOBILE IMPACT PRE-STORE AND IN-STORE<br />MOBILE OPPORTUNITY MAP<br />Enhance RETAILER marketing programs to drive foot traffic<br />(pre-store)<br />Support CONSUMER behaviors to convert shoppers into buyers<br />(in-store)<br /><ul><li>Research
    58. 58. Inspiration
    59. 59. Check Out
    60. 60. Coupons
    61. 61. Loyalty Cards/Programs
    62. 62. Check-in/Gaming
    63. 63. Geo-Fencing
    64. 64. Multi-Channel Marketing</li></li></ul><li>CAN’T FIND ANYTHING I LIKE: RESEARCH<br /><ul><li>Increases in-store decision making ability
    65. 65. Creates competitive pricing transparency
    66. 66. Opens up competitive presence in your store
    67. 67. Increase capacity of store associates – reduces required expertise
    68. 68. Marketing opportunities during decision</li></li></ul><li>CAN’T FIND ANYTHING I LIKE: RESEARCH<br /><ul><li>Increases in-store decision making ability
    69. 69. Creates competitive pricing transparency
    70. 70. Opens up competitive presence in your store
    71. 71. Increase capacity of store associates – reduces required expertise
    72. 72. Marketing opportunities during decision</li></li></ul><li>CAN’T FIND ANYTHING I LIKE: INSPIRATION<br /><ul><li>1:1 messaging channel
    73. 73. Consumer supplies hardware for potential solutions
    74. 74. Consumer ‘signals’ need for help
    75. 75. Put the intelligence of 100 store associates or 1,000 friends into consumer hand
    76. 76. Include escalation protocol for “push to associate”</li></li></ul><li>CAN’T FIND ANYTHING I LIKE: INSPIRATION<br /><ul><li>1:1 messaging channel
    77. 77. Consumer supplies hardware for potential solutions
    78. 78. Consumer ‘signals’ need for help
    79. 79. Put the intelligence of 100 store associates or 1,000 friends into consumer hand
    80. 80. Include escalation protocol for “push to associate”</li></li></ul><li>CAN’T FIND ANYTHING I LIKE: QR CODES<br />Connecting consumers with research, and inspiration<br />
    81. 81. NO WAITING IN LINE: SELF-CHECKOUT<br /><ul><li>Consumer + consumer technology replaces cashier
    82. 82. Faster development of “POS” technology
    83. 83. Marketing opportunities as basket fills
    84. 84. Retail opportunities not limited to POS presence</li></li></ul><li>NO WAITING IN LINE: MOBILE ASSOCIATE CHECKOUT<br /><ul><li>Distributed check-out improves store flow
    85. 85. Puts ‘check out’ in hands of a seller
    86. 86. New ad hoc retail locations not tied to installed POS (e.g., Apple SXSW store)
    87. 87. Cashier as upseller</li></li></ul><li>NO WAITING IN LINE: NFC<br />For 2011, NFC = “Not For Christmas”<br /><ul><li>Reduce speed of checkout
    88. 88. Displace loyalty cards and credit cards
    89. 89. Provide easy access to information
    90. 90. Improve checkout flow through
    91. 91. Create information layer inside of store</li></ul>2012?<br />
    92. 92. IN-STORE SUMMARY: Inspiration<br />QR Codes<br />Self-checkout<br />Associate Checkout<br />NFC<br />
    93. 93. WRAPUP<br />MOBILE OPPORTUNITY MAP<br />Enhance RETAILER marketing programs to drive foot traffic<br />(pre-store)<br />Support CONSUMER behaviors to convert shoppers into buyers<br />(in-store)<br /><ul><li>Coupons
    94. 94. Loyalty Cards/Programs
    95. 95. Check-in/Gaming
    96. 96. Geo-Fencing
    97. 97. Multi-Channel Marketing
    98. 98. Research
    99. 99. Inspiration
    100. 100. Check Out</li></li></ul><li>thanks<br />

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