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Bricks and Mobile - Engaging In Store Experience the Generates Shopping Excitement!

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Consumers expect a meaningful in store mobile experience, are you prepared for bricks-and-mobile? Across the past year optimized in store experience has transitioned from exceeding customer expectations, to now simply meeting expectations – and QR codes are not enough. Panelists from leading retailers and mobile marketing leaders share successful mobile in store strategies to drive CRM, consumer engagement, and sales. The era of mobility has arrived, and your customers expect a customized relevant in store experience delivered to their phone- how does your company perform? Learn to push branded video games, mp3s, in-store specials and promotions that capture the attention of consumers and generate excitement around the products being sold.

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Bricks and Mobile - Engaging In Store Experience the Generates Shopping Excitement!

  1. 1. Engaging  In  Store  Experience  that  Generates   Shopping  Excitement   Steen  Andersson,  CMO,  5th  Finger   JJ  Hirschle,  Head  of  Retail,  Google   George  Findling,  Enterprise  Architect,  Crate  &  Barrel  Johann  Huber-­‐GuFerrez,  Strategy  and  Product  Development,  Macy’s  and  Bloomingdales    
  2. 2. Is This In-Store Mobile?The AVA in-store iRobot with iPad head
  3. 3. Is This In-Store Mobile?
  4. 4. Is This In-Store Mobile?
  5. 5. Is This In-Store Mobile?
  6. 6. Is This In-Store Mobile?
  7. 7. Is This In-Store Mobile?
  8. 8. The role of In-Store in… Apparel…
  9. 9. Consumers Are Already Using It70% of smartphone ownershave used their mobile whileshopping in-store-Google Insights, May 2011•  Price Comparisons•  Customer Reviews & Ratings•  Stock Checks•  Check-in•  Coupons•  Access Promotions
  10. 10. Price Comparisons Are HappeningAmazon, eBay, RedLaserand others are providingretail customers a mobilesolution to research,compare and purchase whilein-store. 49% of smartphone owners have used their mobile to compare prices. -Google Insights, May 2011
  11. 11. Shoppers Prefer Mobile When SeekingFurther Product InformationHow 5th Finger retail client customers prefer to find product details while in-store. (app users)
  12. 12. Mobile Shoppers Love Promotions 80% Promotions Special offers Percentage of survey respondents Product info that indicated mobile app feature Outfit/project ideas as a high priority Reviews 30% How to/informational videos
  13. 13. They Are Checking-Out Via MobileIn-store ordering and check-out system via Demonstration of the Starbucks Card Mobile AppiPad at Specialty’s in San Francisco. on a smart phones at the Capital Gallery Starbucks in Washington, DC. / Garrett Hubbard/USAT (Paying with Starbucks card)
  14. 14. It’s About ConvenienceTarget Makes Shopping Simpler Tip Customers over the threshold to certainty of purchase. Scan products in-store and view product specifications, features and read reviews.
  15. 15. It’s About EngagementShopkick Uses Achievement to Motivate A retailer agnostic approach that gamifies the shopping experience with offers and deals provided by brands. The clever sub-audible in- store location tool provides the best heads up display potential in the market today as someone walks around the store.
  16. 16. Korea Is Innovating
  17. 17. Asia- Pacific is AheadPercentage of mobile subscribers accessing mobile web at least monthly 47% 16% 43% 8% 22% 12%* Source: Forrester (June 2011)
  18. 18. Mobile Will Be…Your Wallet Your Mobile AssociateConvenience and speed drive purchase Basket expansion
  19. 19. Business  begins  asking   Develop  tablet  PC  app  for   Partner  with  Shopkick.  for  store  associate  hand   Furniture  Sales  Associate.   Begin  focus  on  mCommerce.  held  devices.   Wireless,  real  ?me,  inking.   1998   2000   2007   2009   2010   2011   Launch  GiD  Registry  Kiosk   Launch  mobile  web  site.   Form  Mobile  Steering   with  IR  hand  held  device   Pilot  in-­‐store  communicator CommiLee.   used  by    customer  for  GiD   hand  held  device.   eCommerce  group  to   Registry  crea?on.   execute  mobile  ini?a?ve.   Develop  mobile  strategy.   Hand  Held  and  Mobility  EvoluFon  
  20. 20. TIMELINES  PHOTOS  This  is  an  example  text.   This  is  an  example  text.   This  is  an  example  text.  Go  ahead  an  replace  it   Go  ahead  an  replace  it   Go  ahead  an  replace  it  with  your  own  text.     with  your  own  text.     with  your  own  text.     January   February   March   April   May   June   This  is  an  example  text.   This  is  an  example  text.   This  is  an  example  text.   Go  ahead  an  replace  it   Go  ahead  an  replace  it   Go  ahead  an  replace  it   with  your  own  text.     with  your  own  text.     with  your  own  text.    
  21. 21. TIMELINES  PHOTOS  Example  text     Example  text     Example  text     Example  text     Example  text     2010      2011   2012   2010   2011   2012   2013   2014   2015   2015   Example  text     Example  text     Example  text     Example  text     Example  text     This  is  an  example  text.  Go  ahead  and  replace  it   with   your   own   text.   It   is   meant   to   give   you   a   feeling  of  how  the  designs  looks  including  text.  
  22. 22. TIMELINES  PHOTOS   January   March   May   July   September   November   This  is  an   This  is  an   This  is  an   This  is  an   This  is  an   This  is  an   example  text.   example  text.   example  text.   example  text.   example  text.   example  text.   Go  ahead  an   Go  ahead  an   Go  ahead  an   Go  ahead  an   Go  ahead  an   Go  ahead  an   replace  it  with   replace  it  with   replace  it  with   replace  it  with   replace  it  with   replace  it  with   your  own  text.     your  own  text.     your  own  text.     your  own  text.     your  own  text.     your  own  text.     1   2   3   4   5   6   7   8   9   10   11   12   February   April   June   August   October   December   This  is  an   This  is  an   This  is  an   This  is  an   This  is  an   This  is  an   example  text.   example  text.   example  text.   example  text.   example  text.   example  text.   Go  ahead  an   Go  ahead  an   Go  ahead  an   Go  ahead  an   Go  ahead  an   Go  ahead  an   replace  it  with   replace  it  with   replace  it  with   replace  it  with   replace  it  with   replace  it  with   your  own  text.     your  own  text.     your  own  text.     your  own  text.     your  own  text.     your  own  text.     This  is  an  example  text.  Go  ahead  and  replace  it  with  your  own  text.  It  is   meant  to  give  you  a  feeling  of  how  the  designs  looks  including  text.  
  23. 23. TIMELINES  PHOTOS  3  STEPS   This  is  an  example  text.  Go   This  is  an  example  text.  Go   This  is  an  example  text.  Go   ahead  an  replace  it  with   ahead  an  replace  it  with   ahead  an  replace  it  with   your  own  text.     your  own  text.     your  own  text.     Example  text   Example  text   Example  text  
  24. 24. TIMELINES  PHOTOS  3  STEPS   This  is  an  example  text.  Go   This  is  an  example  text.  Go   This  is  an  example  text.  Go   ahead  an  replace  it  with   ahead  an  replace  it  with   ahead  an  replace  it  with   your  own  text.     your  own  text.     your  own  text.     Example  text   Example  text   Example  text  
  25. 25. TIMELINES  PHOTOS  3  STEPS   This  is  an  example  text.  Go   This  is  an  example  text.  Go   This  is  an  example  text.  Go   ahead  an  replace  it  with   ahead  an  replace  it  with   ahead  an  replace  it  with   your  own  text.     your  own  text.     your  own  text.     Example  text   Example  text   Example  text  
  26. 26. TIMELINES  PHOTOS  4  YEARS  (0R  1  YEAR  4X3  MONTHS)  Your  own  sub  headline  Example  text   Example  text   Example  text   Example  text  This  is  an  example   This  is  an  example   This  is  an  example   This  is  an  example  text.  Go  ahead  an   text.  Go  ahead  an   text.  Go  ahead  an   text.  Go  ahead  an  replace  it  with   replace  it  with   replace  it  with   replace  it  with  your  own  text.     your  own  text.     your  own  text.     your  own  text.     2009   2010   2011   2012   Example  text   Example  text   Example  text   Example  text   This  is  an  example   This  is  an  example   This  is  an  example   This  is  an  example   text.  Go  ahead  an   text.  Go  ahead  an   text.  Go  ahead  an   text.  Go  ahead  an   replace  it  with   replace  it  with   replace  it  with   replace  it  with   your  own  text.     your  own  text.     your  own  text.     your  own  text.    
  27. 27. Timeline   2010   2011   2010   2011   2012   2010   2011   2012   2013   2010   2011   2012   2013   2014   2015   2016   2017   1   2   3   4   5   6   7   8   9   10   11   12  
  28. 28. Timeline   2010   2011   2010   2011   2012   2010   2011   2012   2013  2010   2011   2012   2013   2014   2015   2016   2017  1   2   3   4   5   6   7   8   9   10   11   12  
  29. 29. Mobile Search Trends and Google Opportunity
  30. 30. By end of 2011 over half of Americans will have a smart phone 30 Google Confidential and ProprietarySource: Nielsen March 2010, Morgan Stanley 2010
  31. 31. Mobile & tablets are changing shopping behaviordaythis 59% of 70% of 38% of mobile users used shoppers abandon their phones for these holiday asd. buying something in holiday mobile shoppers the store based on shopping used their phones tos what they looked up last Q4 shop/research on their phone while in a storeeastuyeir in 67% of 87% of ne consumers shoppers feltwo or researched online they could find a prior to purchase better deal for at least a week elsewhere last Q4 Source: Google/OTX Holiday shopping survey, Comscore July 2011, State of economy 31 Google confidential
  32. 32. Mobile Is Local & Drives Sales 1 in 3 77% Contacted a Searches Have business Local Intent 32 61% Call 59% VisitSource: OTX MediaCT Survey, Q4 2010, 5,013 US online respondents
  33. 33. Mobile Is The Ultimate Shopping Companion 70% use smartphone in-store 33Source: Google User Behavior Study 2010 Google Confidential and Proprietary
  34. 34. Mobile Sparks In-Store Activities 34% Search Inventory 38% Look For Promotions 34Source: Google/OTX Consumer Pulse Check, October 5, 2010.Base: Those who own a smartphone and have started or plan to shop this holiday seasonQ: In which of the following ways, if any, do you plan to use your smartphone to do your shopping this Holiday Season?
  35. 35. Mobile Shopping Queries Are 15% Mobile Exploding And 255% Samsung Galaxy growth in store locator searches during week of Apple iPad Black Friday! Droid X Sprint Evo Android Nexus One Android myTouch Blackberry Storm iPhone 3GS Android G1 iPhone 3G iPhone   Palm Pre ---EDGE--- ---3G--- ---4G--- 2007 2008 2009 2010Source: Google Internal Data U.S.
  36. 36. 1. Be Discoverable & Drive In Store36 Hyper Location Local Extensions
  37. 37. 2. Drive Calls and Action Site Links37
  38. 38. 3. Leverage Your Offers Google Retail
  39. 39. 4. Bid By Distance39
  40. 40. 5. Cater to the Tablet User Tablets Shipments Growing 4x in 2011 to 61M Tablet Conversion Rates Equal or Higher AOV Higher Then PC’s Google Retail 40Sources: BCG, Business Insider, Citrix, Morgan Stanley, Nielsen, Read It Later
  41. 41. Looking  Back  &  Looking  Forward   Johann  Huber-­‐  GuFerrez  Mobile  Strategy  and  Product  Development,  Macy’s  
  42. 42. A  Look  Back  •  SMS  &  MMS   –  4  billion  can  use  SMS  worldwide   –  3.2  billion  can  use  MMS  worldwide   –  2.1  billion  web  users  worldwide   –  280  million  Americans  can  use  MMS   –  Text  FLIGHT  to  21534  
  43. 43. •  Just  text  38513  or  tweet  "@AskMacys"  with  a   product  category,  web  ID  or  UPC  number,  and   well  text  or  tweet  you  back  details  on  top-­‐ rated  items!  
  44. 44. Macy’s  By  Appointment  •  Text  MBA  to  76274  to  setup  your   appointment  with  a  personal  shopper.  
  45. 45. Know  Your  Customer:  SMS  &  Social  
  46. 46. A  Look  Forward  •  Sensory  Technologies   –  Visual  RecogniFon   –  Audio   –  Touch  •  Register  Free  &  Rise  of  the  Mobile  Wallet  •  Geo  (In-­‐Store  &  Out  of  Store)   –  Tower-­‐TriangulaFon   –  GPS   –  Wi-­‐Fi   –  Audio   –  RFID  &  NFC   –  Geo-­‐Fencing   –  In-­‐Door  Mapping  &  NavigaFon  •  GameficaFon  •  Cloud  Based  Apps  vs.  Client  Side  Apps   •  Thin  Apps  
  47. 47. Macy’s  Spring  QR  
  48. 48. Mobile  Visual  •  Download  Shalink  in  the   app  store  •  Take  a  picture  and  email  to   jp@shalink.net  
  49. 49. Mobile  Visual  •  Take  a  picture  and  email  to  jp@shalink.net  
  50. 50. confirm BANK request payment payment 7 Merchant 2 Bank NFC, Barcode, Audio, and more to come, identify 1 wallet confirmation confirm 3 payment Payment 6 5 request Processor BANK initiate 4 transactionWallet send targeted offers Consum er BANK BestBuy Brands Merchant Target Macy’s
  51. 51. GameficaFon   Customers choose which products or coupons to redeemCustomers are awarded as their reward.“Points” based on their behaviorin mobile games and apps. Reward browsing and redemption happens in app Track all transactions online along with customer data you can customize
  52. 52. In-­‐Store  Sensory  Engagement  
  53. 53. confirm BANK request payment payment 7 Merchant 2 Bank NFC, Barcode, Audio, and more to come, identify 1 wallet confirmation confirm 3 payment Payment 6 5 request Processor BANK initiate 4 transactionWallet send targeted offers Consumer   BANK BestBuy Brands Merchant Target Macy’s 53

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