ad:tech Melbourne - Mobile and social strategies for retailers


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For consumers, engaging with retail brands is all about shopping. For channel strategies however, context drives consumer behaviour and must be considered before anything else.

Presented at ad:tech Melbourne, March 31, 2011

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  • Good afternoon. Some quick context - Citrus is a full service digital marketing agency. We work with a range of Australian retailers including Sportsgirl, Kikki K and Toys R Us.
  • Even without specific mobile marketing we're seeing increasingly large numbers of visitors to client websites across the board. We're also seeing revenue being generated from mobile users, however as you'd expect the share of revenue and conversion from mobile devices increases if you target them specifically
  • Social commerce is starting to take off though we are lagging a little in Australia on this front. There are some great leaders in this space already including ASOS, and 1800 Flowers who are providing shopping channels inside facebook and who by all accounts are going great
  • Now whilst we as marketers may talk about channel and specific strategies within them, our customers don't. They see all of your activities as part of their brand experience. All they are looking for is to experience your brand according to their lives – they don't make a distinction between mobile, social, desktop or even bricks and mortar – it's all shopping.
  • So apparently one in three of you have done this... Our context and surroundings drive our behaviour and you need to understand these contexts across desktop, mobile and social in order to determine the specific channel strategies to adopt for your customers
  • On the desktop we have the hunter. This is someone actively looking for an outcome whether it's purchase or enquiry. This context is single minded in it's focus and is hard to derail.
  • Similarly on the desktop, you have the gatherer who isn't looking for something specifically but is using the channel to be informed and inspired before going on to a specific retail outcome whether it's on or offline. Here you have an opportunity to inform, to inspire and to persuade.
  • Within mobile, the most commonly perceived context is Urgent Now which is highly location and time driven. This is the case when you're looking for that new bar to meet your friends and you're lost and running late. Here it's all about speed – get me to the information or outcome as quick as possible. It's hard to play here as a retailer but timed or location driven offers can work in this context. Images: Lulemon Athletica and Ed Yourdon
  • The repetitive now context is that almost OCD style behaviour where we need to keep checking on things often – for example facebook or twitter updates or new emails. To play here you have to be relevant all of the time – you must be a destination for information that is constantly refreshing. Maybe it's through demand driven pricing.
  • And finally there is the bored now context. This is typically the filler time in our day. Waiting at a tram stop or sitting on a train. These were times we used to read the paper and are now playing games and browsing. Here you can have a more casual relationship with a customer – they might see a mobile ad or some outdoor marketing and go onto your site to find out more. This is the most likely context to drive revenue for a retailer.
  • On the social side we engage with our peers to seek afirmation or to show off. What do you think of this or I just bought this style behaviour. Blippy takes purchase sharing to a whole new space with it's explicitness but retailers can tap into peer affirmation through easy to use product sharing systems.
  • When a customer wants to talk to a brand the first context is heavily oriented to outcome. This is the most obvious place to play in social for retailers – use the channel to suggest and help people arrive at a decision. Twelpforce from best buy is a great execution of this as it taps their well known blue shirts for that expert opinion. Here it's all about your knowledge and doing the best thing for the customer. This is the natural location for Social CRM
  • Sometimes however we want to engage with brands in a less overtly retail mode and that's where it's all about conversing about how your brand matters to their lives. The Art of the trench from Burberry was a great example of this, showing how Burberry trenchcoats made it into their customer's lives and created conversation around that point. As a context for a retailer this is more campaign driven – it's hard to keep this up all the time and it's hard to transition to an explicit retail message after talking brand and lifestyle.
  • So now it's over to you – we'd like to talk about the challenges you're facing for Mobile and Social. Here are some thought starters and we'd like to take some questions from you guys and see if we can give you some pointers on strategy.
  • ad:tech Melbourne - Mobile and social strategies for retailers

    1. 1. Andrew Fisher General Manager, Technology @ajfisher
    2. 2. 15 % mobile traffic to 5 % but only revenue non-mobile sites
    3. 3. Social commerce is taking off
    4. 4. It's all shopping to your customers
    5. 5. Context drives behaviour
    6. 6. Hunter
    7. 7. Gatherer
    8. 8. Urgent now Flickr / CC: Ed Yourdon & Lulemon Athletica
    9. 9. Repetitive now Flickr / CC: Mark Hillary
    10. 10. Bored now
    11. 11. Peers
    12. 12. Suggested conversation
    13. 13. Brand conversation
    14. 14. Questions from you <ul>Challenges with social media. Have you got a mobile strategy yet? Changes in behaviour around mobile Customers interacting with social media in different ways Customers are in “non-traditional” SM segments </ul>