Mobile Gipfel 2012 in Düsseldorf Arranged by Management Forum 30 minutes Keynote Speech was focused on having participants realizing that their basics need to be in order before they focus on mobile. Then share a practical example how to do it leaving them with concrete check points to take home.

1. Connected retail
How to successfully integrate mobile
into the omni-channel world
Rune Sølvsteen
@silverrunner

2. Today
1 Consumer expectations
2 Should you do it?
3 If you do it! & Cases
4 Key takeaways to implement now

3. Consumer expectations

4. Connect everything everywhere

5. Device agnostic
Any device
Same content

6. Instant gratification
Seen on TV Then bought online
Shared on FB, Paid with mobile wallet
Socially approved Delivered to her home
by a girlfriend 90 minutes later
Source: YouGov Social TV trends Report by Diffusion Aug 2010

7. They expect disruption of
everything you know today

8. Should you do it?

9. Indeed US marketers already
spend 16% online
16% VS. 84%
Source: Forrester US Interactive Marketing Forecast 2011 to 2016, published 2011

10. And so the marketing mix
needs to be adjusted
Search Blogs
All forms of TV
Newspapers
Email / Magazines
Embedded video
Mobile
Online video
Social In Store &
Banners (Own) OoH
Behavioral websites
Re-targeting

11. But is mobile your first next step?
• Large installed base 21M
• But only 40% use media
• And the average click through
on banners is 0.61%
• Bounce rates are at 33%
• In the end you reached
21M x 40% x 0.61% x 33% = 17k
• And they view just 1.53 pages
on your site!

12. But is mobile your first next step?
• Large installed base 21M
• But only 40% use media
Agreed it isAnd the average click through
•
a
flawed calculation
on banners is 0.61%
But it gets you rates are at 33%
• Bounce
thinking…21M x 40%you reached = 17k
• In the end
x 0.61% x 33%
• And they view just 1.53 pages
on your site!

13. Yes adapt to meet purchase behaviour,
but get your house in order first
Day 1 Day 7 Day 20 Day 38
Ad triggers research Research offline Research online Purchase in store
Zara
TV ad Bijenkorf Bing
Zara
Asos
Google
Wehkamp
H&M
Door-to-
door
H&M G-Star G-Star Google
folder
Attention & Interest Desire Action Conviction

14. And then you need a mission
to truly attract & connect

15. If you do it;

16. Here is how I would think about it
• Establish mobile presence.
Novice
• Optimize existing efforts for mobile
• Conduct inexpensive mobile only tests
Explorer
• Extend existing campaigns to mobile
• Treat mobile as its own channel
• Directly engage mobile consumer
Intermediate • Use other channels for support.
• Mobile simply “is”. It’s a natural part of your business
Advanced
• Mobile is in all that you do. It connects offline & online
Freely adapted from Forrester “The five phases of mobile marketing evolution”

17. Hunkemöller case

18. Goal: Connect with existing & new
members everywhere, anytime
• Situation • Goals
• Approximately 1M members • Attract younger audience to
using a physical card become / remain member
• Member cards are outdated • Increase engagement with
& consumers often forget brand & nurture loyalty
card • Grow cross channel retail
• No loyalty. customers
Only transactional • Grow mobile conversion
• Relative few women 15-29
buy online with HKM
• Brand has evolved, but not
reflected in member card

19. Solution: A digital membercard, shop,
store locator & magazine
Hunkemöllers mobile app allow consumers to
be inspired by the magazine, follow HKM on social media,
find a local store, access their personal goodie bag
plus of course shop & continue to save membership points

20. Results: Members & new members increase
their engagement with the brand
• Results app • Results revenue
• Close to 100k downloads in • Response on vouchers 7%
first 4 months Simple vouchers have run
• Retention 35%+ rate of €40k revenue
• 87% existing members • Mobile conversion up 20%
13% new members • Usage of membercard
• Main usage by women 15-29 increasing

21. Case: Inner teams

22. Who are your experts?
How do you find & use them?

23. Connect your experts through a simple
mobile phone application
Rune Solvsteen seeks
your advise on
instore marketing .
Press 1 to take the
call. Press 2 to …
Search Find Call
Enter the topic A list appears w The expert gets
you are interested colleagues who called, accepts
in via a mobile or have knowledge the request and
web interface about this topic takes the consult

24. Unlock access to corporate knowledge
beyond circle of trust
1. Easily find & contact an expert
2. Continuous learning through user
feedback
3. Know where to focus your retention
effort: Who are your real experts
• Reduce search time for experts with up
to 35%
• Experts are of higher relevance which
ensure better problem solving &
innovation
• Reduce onboarding time of new
employees

25. The real reason that…

26. To own your data!
Source:
McKinsey
Global
Ins4tute
Analysis

27. Merging technologies & big data
follows you like never before
Personal Private
Geo-optimized targeting
• Google knows what
you want
• Facebook who you are
• The phone where you are
• The bank what you can
afford or borrow
• The Retailer gives the
personal, local, instant,
time-limited offer…
Source: Defacto Partners research.

28. Key take aways

29. Key take aways
1. Consumers are device agnostic. They expect you connect everything
everywhere. And when you do they want instant gratification
2. The largest opportunity for you may not be in mobile.
Get your (online) house in order first
3. If you do go mobile, then find out where you are on the ladder of
(mobile) marketing evolution and plan accordingly
And then remember: To really make a difference you must have a
mission
4. Plan for the collection and use of big data.
If you know what your client can afford, what he likes and where he
is right now; What can you offer that no-one else can?
This is where the real opportunity lies.

30. Thank you
Rune Sølvsteen
Rune.solvsteen@defactopartners.eu
http://twitter.com/silverrunner
http://www.linkedin.com/in/solvsteen
http://about.me/silverrunner
+31 646 377 173