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Why Mobile Deals are Driving In-Store Dollars (presentation from Future Stores)


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The divide between online and offline commerce is rapidly being obliterated, thanks to new web, mobile and in-store technologies that enable consumers to transact seamlessly across these channels easily and conveniently. Savvy desktop users send online deals to their mobile devices for later use. And with the power of location-aware offers, merchants have a chance to grab a consumer’s attention as he/she walks in the door of their favorite shopping mall. RetailMeNot will share research and case studies about how the mobile phone and online deals are turning into meaningful foot traffic and in-store dollars.

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Why Mobile Deals are Driving In-Store Dollars (presentation from Future Stores)

  2. 2. RetailMeNot Stats 13MM app downloads ~38MM visits/month 9K+ geo-fence locations $3.5B facilitated 2013 global merchant sales 169K+ twitter followers 2.6MM+ facebook fans 14MM+ newsletter and alert subscribers As of March 31, 2014 ~35% of total site traffic is mobile 2.6% total ecommerce sales driven by thanksgiving thru cyber monday
  3. 3. Psychology RetailMobility this is where the new rules of retail are written.
  4. 4. in the coming decade, only one state of mind matters Millennials and they love a great deal more than any living generation
  5. 5. born after 1980 slightly narcissistic makes poor decisions @mtgeorgoff
  6. 6. 1983 1994 2001 ‘05 ‘07 2012 blissful ignorance gangly awkwardness crippling debt small window of optimism everything goes to hell
  7. 7. 5.1% 4.6% 5.8% 9.3% 9.6% 8.9% 8.1% 7.4% 4.6% 6.7% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Source: US Bureau of Labor Statistics Bear Stearns and Lehman Bros fail GM bankruptcy US credit downgrades Eurozone crisis Crimea annexation
  8. 8. Source: Pew Research Center / Millennials in Adulthood student loan debt unemployment poverty personal income wealth
  9. 9. retail winners focus on consumer value and aren’t shy about using intelligent promotions
  10. 10. 70% believe that most consumers today care a lot about finding a good deal 60% plan to increase their promotional activities in the next 12 months Source: Kelton Research + RetailMeNot / Q2 2014 survey of 204 digital marketing decision makers the retailer perspective
  11. 11. Source: Interbrand / 2014 Best Retail Brands +19% +22% +16% +383% +15% +15%
  12. 12. Source: Pew Research / Smartphone Ownership 2013 don’t forget about mobility 80% US Adults that Own a Smartphone US Adults 18-34 (aka Millennials)56%
  13. 13. #1 challenge gigantic time spend vs advertising spend mismatch
  14. 14. Source: Mary Meeker KPCB / Internet Trends 2014 MOBILE 5% 19% 4% 20% PRINT Time Spent Ad Spend $30B US mismatch
  15. 15. #2 challenge attribution fuzziness for the biggest piece of the mobile pie – online to offline
  16. 16. looking for a consensus “cookie” Barcode Location + Device ID Email or other PII
  17. 17. #3 challenge basic usability breakdowns
  18. 18. “Print this email to shop in store”
  19. 19. #4 challenge failure to recognize new influence points
  20. 20. “In-store or online?” “What store?” “Which products?” #1 #2 a proximity based path to purchase #3
  21. 21. but new solutions are emerging
  22. 22. RetailMeNot In-Store
  23. 23. Express Case Study Results: Sales increased 167% WOW Overall click volume increased 46% 33% of all purchases were from new customers Goal: Create a better experience for shoppers and understand the impact on sales online and in-store. Solution: Converted four print campaigns to digital offers using the RetailMeNot In-Store platform
  24. 24. 3% - 5% Lift in total in-store sales $1 spend = $7.31 return 85% Incremental sales 5% - 18% Increase in AOV Forrester Total Economic Impact
  25. 25. Representative Partners
  26. 26. keep it old school tweet @mtgeorgoff to talk mobile, retail, or trade embarrassing mustache pics