Mobile at Retail
GlobalShop 2012
Molly Garris | Digital Strategy Director | Arc Worldwide
Bryan Gailey | VP Retail Design Director | Arc Worldwide
Hi - I’m...
a story?business
This is a story about Mobile, Retail, and Shoppers. Is it a business story?
or triangle?love
Or is it a LOVE TRIANGLE?
Both...
LOVE
DESIRE
POWER
WINNERS
MONEY
LOSERS
FRIENDSHIPS
SATIS
FACTION
This story is both.
This is a story of love and d...
you’re in it.
What’s more, you’re in it. Our question is, where will you end up when each chapter is written?
(cue ominous...
Our story opens with two characters: a Retailer and his beloved shopper
“I’ve got what you
need baby...”
Their relationship is good, but not always stable. And our Retailer is always trying to fi...
Then one day, a stranger comes to town - he calls himself Mobile!
He has powers and capabilities that make him the big new...
Always.
24-seven.
And he’s ALWAYS with her. 24-seven. He even sleeps over at her house!
And . . . to make matters worse, he even shops with her, accompanying her into the Retailer’s own
store!
And with the help of the seductive Amazon Price App, he could transform that store into a mere
product showroom, where she...
Because of Mobile, what happens in retail
no longer stays in retail.
So because of Mobile, what happens in retail no longe...
An awkward
ménageàtrois!
Because of this, the Retailer, the Shopper and Mobile find themselves in an awkward menage a
trois!
“If I could just wrap up
my entire store in tin foil,
I could block his signal...”
The Retailer tries to think of smart, t...
Other retailers, noticing that their Shopper being promiscuous, try to do the same.
Their friend Target, had just taken so...
work?
Would it
Would it work? Perhaps. But this was a new kind of battle.
It would take new kinds of weapons to win. And i...
“Frenemy?”
The retailer thinks: “Mobile is my enemy. But . . . he can also be my friend. Is he my new
frenemy?”
“he’s just a tool”
The retailer continues to think, “I must engage him, and make him work for me. After all, he’s just a
t...
“he’s a tool
of passion”
But my shopper is passionate about him - that’s how he lures her.
“I must work that
to my advantage”
The retailer was determined to find an upper hand and work it to his advantage.
“I can help you”
Soon, the retailer feels something vibrating in his pocket - it’s his phone . . . it’s Mobile. Mobile is
...
“sure, I’m just a tool”
“Sure”, Mobile says, “I’m just a tool, . . .
“but I am always
with your shopper”
but I’m always there with your beloved shopper . . . . every step of the way”
8acts
shopping
of
“And since I'm always with her, here’s our plan - and here are my eight acts of shopping. There’s:
Help ...
Help her
prepare
First, there’s Help Her Prepare - in the old way of doing things this was making a list or clipping
coupo...
Allow shoppers to browse the Weekly Ad,
create a shopping list and manage coupons
When it comes to grocery shopping, she r...
The list making process may not
necessarily start on a mobile phone –
consider your shopper’s journey.
And while Kroger ha...
Invite her
inside
The next step in her shopping progress, or act, is to “Invite Her Inside” - think of a sandwich board
on...
Reward shoppers for coming into
your store or for trying clothes on.
Sure, you can invite her in with a 'BIG SALE' sign bu...
Invite shoppers
into your store when
they come within
a certain distance
from your store.
Or forget opening an app and to ...
Cool, right? Even better:
Placecast, the company powering the technology:
53% of participating shoppers have visited a spe...
Show her
around
The third act of shopping is to Show Her Around - to make sure she knows where to find things
when she’s in...
Give her tools that help her find what she’s looking for
Superstores like Meijers understand the massive layout can make fin...
Plus up that experience with new technology
like Aisle411 that actually maps your shopping list.
The plus up to being able...
Use iPad retailing experiences to show her more choices and customized solutions
Another way to 'show her around' is by in...
Help her
decide
Our 4th act of shopping, Helping Her Decide, used to rely on an informed salesperson or an
authority, like...
Use technology to make product comparison simple
In the past, stores were able to staff expert associates in each departme...
Spend some time in your store or in your
consumers’ shoes to understand their needs.
But what's interesting about Nordstro...
Provide customer feedback or
expert tools that help her decide
And while tools can be built for 'Helping her Decide', don'...
Price comparison apps can be an opportunity
I realize that on the spectrum of mobile being a 'Frenemy', most retailers wou...
Encourage her
to share
The 5th act of shopping, Encouraging Her to Share, exists because some aspects of shopping are
inhe...
Allow her to try on and solicit feedback from a friend or social network
With always-on access to friends / family via tex...
Create amazing experiences that
she’ll want to tell friends about
Some retailers even allow shoppers to share their shoppi...
Doing something good?
Remind her to spread the word
And it's not always about the product or the retail experience. Retail...
Make her
transaction
easy
Nobody likes to wait, and basically, nobody really likes to pay either. So Making her Transactio...
Make checkout lines a thing of the past
Forget making her wait in a line. Fashion retailer, C.Wonder, has deployed a mobil...
Forget bringing along loyalty cards
and gift cards
And we're all likely to be clued into the Starbuck's app. Another early...
Soon, she can even
forget about bringing
a wallet along.
Starbuck's is no longer the only way to pay via phone. The mobile...
While Google Wallet and Isis are in the process of rolling out, it's possible to get involved in pilot
programs to prepare...
Make sure
she’s
satisfied
After her transaction is complete, Make sure she’s satisfied . . . it’s more than just a ritual -...
Provide product-related content to guide her every step of the way
Retailers like Home Depot earn trust and loyalty from t...
Work with brands to create a holistic
experience that lasts beyond the aisle
Or buy Kingsford charcoal at CostCo and you'v...
Provide ongoing support from deals to recipes
And don't think of satisfaction simply post-purchase, Sam's Club supports sh...
Invite
her back
And finally, Invite Her Back. Following up and checking back in with your shopper cements the
relationship ...
Give her a reason to return like a flash deal
or a prescription refill
The Walgreen’s app offers an exclusive mobile coupon ...
Pilot mobile loyalty programs
to encourage repeat visits
Victoria's Secret earns repeat visits through loyalty efforts lik...
So, back to our retailer, who has been listening to all of these ideas that mobile has been telling
him . . . The retailer...
And as long as Mobile’s helping me help her along every step of her shopping journey, I can also
enchant her in ways that ...
So thank you, mobile - I couldn’t have done it without you!
the end.
. . .happily
ever after
And so our story ends happily . . . ever after . . . the end.
Thank you.
(Molly asks if a...
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A Stranger Comes to Town: How Mobile is Influencing Shopping

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Presented at GlobalShop conference in Jan 2012 with Bryan Gailey. I'm a Digital Strategy Director at Leo Burnett and collaborated with Marie Roche and Cliff Beringer on this.

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A Stranger Comes to Town: How Mobile is Influencing Shopping

  1. 1. Mobile at Retail GlobalShop 2012
  2. 2. Molly Garris | Digital Strategy Director | Arc Worldwide Bryan Gailey | VP Retail Design Director | Arc Worldwide Hi - I’m Bryan Gailey and I’m Molly Garris and we’re here to today to tell you a story. We call it “A Stranger Comes to Town”.
  3. 3. a story?business This is a story about Mobile, Retail, and Shoppers. Is it a business story?
  4. 4. or triangle?love Or is it a LOVE TRIANGLE?
  5. 5. Both... LOVE DESIRE POWER WINNERS MONEY LOSERS FRIENDSHIPS SATIS FACTION This story is both. This is a story of love and desire. Friendships made and torn apart. Winners and losers. Power. Money. and Satisfaction.
  6. 6. you’re in it. What’s more, you’re in it. Our question is, where will you end up when each chapter is written? (cue ominous dramatic music)
  7. 7. Our story opens with two characters: a Retailer and his beloved shopper
  8. 8. “I’ve got what you need baby...” Their relationship is good, but not always stable. And our Retailer is always trying to find new ways to keep her love.
  9. 9. Then one day, a stranger comes to town - he calls himself Mobile! He has powers and capabilities that make him the big new player on the block. (click) He tempts the Shopper with exciting, new ways to get what she wants from her favorite brands and stores. He's a flirt.
  10. 10. Always. 24-seven. And he’s ALWAYS with her. 24-seven. He even sleeps over at her house!
  11. 11. And . . . to make matters worse, he even shops with her, accompanying her into the Retailer’s own store!
  12. 12. And with the help of the seductive Amazon Price App, he could transform that store into a mere product showroom, where she, the Shopper, could touch, test and try things on, but then purchase them somewhere else entirely!
  13. 13. Because of Mobile, what happens in retail no longer stays in retail. So because of Mobile, what happens in retail no longer stays in retail. (Molly makes a snarky remark . . .)
  14. 14. An awkward ménageàtrois! Because of this, the Retailer, the Shopper and Mobile find themselves in an awkward menage a trois!
  15. 15. “If I could just wrap up my entire store in tin foil, I could block his signal...” The Retailer tries to think of smart, traditional tactics to romance his shopper and keep her. (click) He thinks - “If only i could wrap my store in tin foil . . . then this whole problem would go away . . .”
  16. 16. Other retailers, noticing that their Shopper being promiscuous, try to do the same. Their friend Target, had just taken some bold action. Target, in a letter to suppliers, threw down a gauntlet. “What we aren’t willing to do is let online-only retailers use our brick-and-morter stores as a showroom for their products and undercut our prices . . .” Target then talked to suppliers about creating exclusive product and competitive pricing . . .
  17. 17. work? Would it Would it work? Perhaps. But this was a new kind of battle. It would take new kinds of weapons to win. And it would take a new strategy.
  18. 18. “Frenemy?” The retailer thinks: “Mobile is my enemy. But . . . he can also be my friend. Is he my new frenemy?”
  19. 19. “he’s just a tool” The retailer continues to think, “I must engage him, and make him work for me. After all, he’s just a tool.
  20. 20. “he’s a tool of passion” But my shopper is passionate about him - that’s how he lures her.
  21. 21. “I must work that to my advantage” The retailer was determined to find an upper hand and work it to his advantage.
  22. 22. “I can help you” Soon, the retailer feels something vibrating in his pocket - it’s his phone . . . it’s Mobile. Mobile is calling to offer his help. He’s not such a bad guy after all -
  23. 23. “sure, I’m just a tool” “Sure”, Mobile says, “I’m just a tool, . . .
  24. 24. “but I am always with your shopper” but I’m always there with your beloved shopper . . . . every step of the way”
  25. 25. 8acts shopping of “And since I'm always with her, here’s our plan - and here are my eight acts of shopping. There’s: Help Her Prepare, Invite Her Inside, Show Her Around, Help Her Decide, Encourage Her to Share, Make the Transaction Easy, Make Sure She’s Satisfied, and Invite her Back. Each one of these steps provides opportunities to speak passionately and differently to your shopper and make sure she’s yours.”
  26. 26. Help her prepare First, there’s Help Her Prepare - in the old way of doing things this was making a list or clipping coupons out of a circular. And you can even do these kinds of things in the notepad on your phone - but it’s still basically just a list - how can we add make your shopper passionate about her shopping list?
  27. 27. Allow shoppers to browse the Weekly Ad, create a shopping list and manage coupons When it comes to grocery shopping, she rarely leaves the house without her list and coupons. Retailers like Kroger know how easy it is to forget the list and coupons and have built an app that allows her to browse the weekly ad, create her shopping list and even add deals to her Kroger card, all saving her time, money .. and piece of mind that she won't forget her list!!
  28. 28. The list making process may not necessarily start on a mobile phone – consider your shopper’s journey. And while Kroger has the perfect on-the-go solution, Target has been thinking about the shopper journey a bit differently. They realized that with the uptick in tablet adoption, many shoppers start their journey 'leaning back' - maybe browsing Target's Weekly Circular on their tablet. With the Target tablet app, shoppers can begin building lists - weekly trip, Bridal Registry, etc. and once they get into the store, they have the same lists sync'd to their phone. With the Target app or mobile site, they can see all of their items and even identify if a product is in stock and where it's located inside the store.
  29. 29. Invite her inside The next step in her shopping progress, or act, is to “Invite Her Inside” - think of a sandwich board on the sidewalk or a roadside sign - the most basic way to invite her inside is to tell her where you are located and hope she’s interested. McDonald’s does this basic function on their store-finder app. But how can a retailer take this to the next level and give her something more than just an invitation?
  30. 30. Reward shoppers for coming into your store or for trying clothes on. Sure, you can invite her in with a 'BIG SALE' sign but modern techniques are starting to emerge. For example, American Eagle Outfitters has partnered with an app called ShopKick. When Shopkick users open their app, they see which stores are around them and while stores, like American Eagle, will reward them for walking into the store. Even more, shoppers who try on clothes at American Eagle can scan a barcode in the fitting room to earn even more rewards.
  31. 31. Invite shoppers into your store when they come within a certain distance from your store. Or forget opening an app and to locate rewards. Some retailers are sending the rewards to right to shoppers via text message. Once a shopper has opted into the program, technology called 'geo-fencing' allows retailers to trigger these text messages when shoppers come within a certain distance to the store. Let's watch a quick video of how this works for DDR properties ..
  32. 32. Cool, right? Even better: Placecast, the company powering the technology: 53% of participating shoppers have visited a specific retailer after receiving a location-based alert 22% of consumers reported making a purchase after receiving an offer That is amazing participation, though we can credit them to being very far down the purchase funnel since they are nearby and likely in the shopping mindset.
  33. 33. Show her around The third act of shopping is to Show Her Around - to make sure she knows where to find things when she’s inside. Traditionally, environmental graphics would do the trick for this - and even though they communicate to the shopper, they rarely speak personally to her. How can we make our shopper feel more personally connected to the retailer while she’s finding her way around the store?
  34. 34. Give her tools that help her find what she’s looking for Superstores like Meijers understand the massive layout can make finding items a bit tricky. Thankfully, apps like Meijer's Find It help shoppers locate products' aisle location and even helps set a parking reminder.
  35. 35. Plus up that experience with new technology like Aisle411 that actually maps your shopping list. The plus up to being able to locate a product in-store is rolling out nationally in the form of an app called Aisle411. Shoppers can open their app, identify the store they are shopping at and the app can map her entire shopping list. Additionally, if she's looking for meal items, over 130,000 recipes are in the app to inspire her .. and of course drive basket size for the retailer. Aisle411 is doing a great job of helping the shopper truly love both her using her Smartphone but also the grocery shopping experience.
  36. 36. Use iPad retailing experiences to show her more choices and customized solutions Another way to 'show her around' is by installing a tablet in-store. For example, Clinique, as shown here, has installed an iPad retailing experience that helps her identify her skin type and makes skin care regimen suggestions. This is great for a busy shopping day where she may not be able to speak with an associate right away. This is a trend we are starting to see emerge quickly. All Saints, Guess, Eastern Mountain Sports stores are also piloting iPad solutions that help her style an outfit and identify other additional colors / sizes or options that may not be in stock at the store.
  37. 37. Help her decide Our 4th act of shopping, Helping Her Decide, used to rely on an informed salesperson or an authority, like Consumer Reports. These days, not so much . . . sales associates are stretched thin and sometimes woefully uninformed . . . and shoppers are less inclined to go to them for guidance - but shoppers still need help, and, most importantly, they are looking for help that they can trust.
  38. 38. Use technology to make product comparison simple In the past, stores were able to staff expert associates in each department but with today's economic challenges, this is becoming less and less of a reality. Best Buy's was an early innovator on mobile. They added QR codes to each of their in-store product tags. Using the Best Buy app, shoppers could scan the QR codes of up to four different products and see the products compared side-by-side. This allowed their shoppers to feel empowered and knowledgeable about not only choosing the selection on sale but ensuring clarity on features they might gain / loss. Another example of truly winning her love.
  39. 39. Spend some time in your store or in your consumers’ shoes to understand their needs. But what's interesting about Nordstrom, is that they didn't just copy Best Buy's solution. To understand how their customers shop and what their needs were in the apparel category, Nordstrom's Innovation Lab spent a week in-store watching people shop for sunglasses. They quickly developed an iPad solution prototype that would address their shopper insights and learnings.
  40. 40. Provide customer feedback or expert tools that help her decide And while tools can be built for 'Helping her Decide', don't forget to tell shoppers about these tools while they are in-store. Sephora started placing occasional customer review tags around shelves that would direct shoppers to their mobile website for more reviews - absolutely great idea! But they also have other great tools with their app, like the 'Try It On' tool that allows her to view different OPI nail polish shades against her own skin tone. Again, these are great tools to help her make a selection if an associate is not available.
  41. 41. Price comparison apps can be an opportunity I realize that on the spectrum of mobile being a 'Frenemy', most retailers would rank Price Comparison apps like ShopSavvy and RedLaser as purely the Enemy .. but these can provide opportunities to both the retailer and the shopper. Shoppers at Best Buy who scanned an iPad2 around the holidays received a notification about 'Best Buy Buy Back Savings' on a Samsung Galaxy tablet. This is such a smart way to keep price sensitive shoppers in the store and again, make her love you for showing her a relevant deal.
  42. 42. Encourage her to share The 5th act of shopping, Encouraging Her to Share, exists because some aspects of shopping are inherently social. Friends are trusted advisors with whom a shared shopping experience can be a pretext to meaningful social connections.
  43. 43. Allow her to try on and solicit feedback from a friend or social network With always-on access to friends / family via text and social networks, shoppers are having a much easier time soliciting feedback when they are shopping. Converse released an app called The Sampler that gives shoppers a chance to try different styles of Converse shoes and easily share a snapshot via email or Facebook.
  44. 44. Create amazing experiences that she’ll want to tell friends about Some retailers even allow shoppers to share their shopping experience with friends and family. Macy's, for example, brought joy to holiday shoppers with their Believe-o-Magic mobile app. By pointing the app at an augmented reality marker on the store's floor, characters start coming to life and the app user can snap a picture of the experience. The photo could easily be shared via email or FB to remember the fun.
  45. 45. Doing something good? Remind her to spread the word And it's not always about the product or the retail experience. Retailers are doing great things and can leverage mobile to spread the word. Walgreen's was donating flu shots to those in need and reminded shoppers that when they checked in to their store on FourSquare or Facebook Places, not only would that trigger a flu shot donation on their behalf but it also helped spread the word about this initiative to their social circle.
  46. 46. Make her transaction easy Nobody likes to wait, and basically, nobody really likes to pay either. So Making her Transaction Easy can lessen a potential pain point of every shopping journey. Express lines, and self check-out kiosks have helped expedite this process, but any incremental streamlining of this transaction will make a shoppers experience less painful and more enjoyable.
  47. 47. Make checkout lines a thing of the past Forget making her wait in a line. Fashion retailer, C.Wonder, has deployed a mobile POS system in stores. Associates are now free from the cash wrap and can easily assist shoppers around the store and ring them up with iPod Touch devices.
  48. 48. Forget bringing along loyalty cards and gift cards And we're all likely to be clued into the Starbuck's app. Another early innnovator, Starbuck's brought mobile payments to life by allowing shoppers the ability to load their Gift Cards into the app. Then, when it's time to pay, they don't need to fumble around their wallet looking for the cards. They can simply open the app, present their phone and the associate scans their phone to debit the purchase. Super quick, easy and most importantly - Starbucks visitors love this since they don't have to carry around their Gift Cards and can easily view card balances on the app.
  49. 49. Soon, she can even forget about bringing a wallet along. Starbuck's is no longer the only way to pay via phone. The mobile payments space is really hot right now and vendors like Google and Isis are in a race to rollout technology so that shoppers can leave their wallet at home. That's right - with an app like Google Wallet, shoppers store all of their credit cards, loyalty cards and deals - making it super easy to pay, earn and redeem. Let's take a look what some of the early adopters from Macy's, Subway and American Eagle are saying .
  50. 50. While Google Wallet and Isis are in the process of rolling out, it's possible to get involved in pilot programs to prepare for your savvy shoppers that would like to use this.
  51. 51. Make sure she’s satisfied After her transaction is complete, Make sure she’s satisfied . . . it’s more than just a ritual - do something that’s relevant and meaningful to help her enjoy her purchases.
  52. 52. Provide product-related content to guide her every step of the way Retailers like Home Depot earn trust and loyalty from their shoppers by offering an app full of rich tools. Buy paint at Home Depot and they become your painting partner, providing tools and demo videos to help make sure your painting project is perfect and your entire shopping experience is great - keeping her satisfied . . .
  53. 53. Work with brands to create a holistic experience that lasts beyond the aisle Or buy Kingsford charcoal at CostCo and you've got an entire BBQ experience.Costco partnered with Kingsford charcoals to provide the ultimate barbeque experience. By scanning a QR code at retail or pack, shoppers access a web experience with grilling recipes, tips and even a Pandora radio station for music to grill by.
  54. 54. Provide ongoing support from deals to recipes And don't think of satisfaction simply post-purchase, Sam's Club supports shoppers on Twitter with deals, recipes, new product announcements and of course post-sale customer support. Customers simply Tweet to @SamsClub with feedback or questions.
  55. 55. Invite her back And finally, Invite Her Back. Following up and checking back in with your shopper cements the relationship that you established and keeps you top of mind for her future consideration. An old school thank-you note used to do the trick, but there are ways to follow up that can be really relevant and useful for your shopper - helping her out as well as demonstrating that you really care about her.
  56. 56. Give her a reason to return like a flash deal or a prescription refill The Walgreen’s app offers an exclusive mobile coupon that expires in several days, urging her in store to get the offer. For prescriptions, they offer text alerts letting you know when your prescription is ready to be refilled. Simply reply with the word REFILL.
  57. 57. Pilot mobile loyalty programs to encourage repeat visits Victoria's Secret earns repeat visits through loyalty efforts like this FourSquare special. After checking into this VS store three times, she can unlock a special deal.
  58. 58. So, back to our retailer, who has been listening to all of these ideas that mobile has been telling him . . . The retailer has a revelation! (click) “Before, I thought you were trying to steal my beloved shopper . . . now, I understand that you can help her to love me even more than before!”
  59. 59. And as long as Mobile’s helping me help her along every step of her shopping journey, I can also enchant her in ways that delight her senses in the physical world. With tastings, fittings, personal service and shows - I can engage her with experiences that she can’t find on her phone . . .
  60. 60. So thank you, mobile - I couldn’t have done it without you!
  61. 61. the end. . . .happily ever after And so our story ends happily . . . ever after . . . the end. Thank you. (Molly asks if anyone has any questions . . . )

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