Maitland Waters Mobile_Trends_in_Retail_nov_2012


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Some examples and insights of trends in #Mobile #Retail. I tried to identify some offbeat and interesting examples rather than simply looking at the obvious companies who are winning in the retail / mobile space. Follow me on Tweeter! @maitlandwaters

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Maitland Waters Mobile_Trends_in_Retail_nov_2012

  1. 1. Mobile Trends in Retail Maitland Waters Digital Strategy Director @maitlandwaters Chicago, USA November 15th, 2012Web: | e:
  2. 2. Overview  Mobile Landscape  Meta Codes (Beyond the QR code)  #SocialDiscovery / Loyalty  Payments Anywhere  #Social TV and the Second Screen  B.Y.O.D (Bring your own device)  iOS / Chrome OS  InsightsWeb: | ©2012 Symbio Agency. - All rights reserved
  3. 3. Look at Who is Winning  There are lots examples of companies doing well in mobile retail. You can look at them yourself.  I’m going to focus on some examples which are less obvious, interesting, and different.Web: | ©2012 Symbio Agency. - All rights reserved
  4. 4. The Most Important Device in History Desktop Internet vs Mobile InternetWeb: | ©2012 Symbio Agency. - All rights reserved
  5. 5. #SoLoMo (Social, Local, Mobile)Web: | ©2012 Symbio Agency. - All rights reserved
  6. 6. #SoLoMo (Social, Local, Mobile)Web: | ©2012 Symbio Agency. - All rights reserved
  7. 7. #SoLoMo (Social, Local, Mobile)Web: | ©2012 Symbio Agency. - All rights reserved
  8. 8. Online and Offline are MergingWeb: | ©2012 Symbio Agency. - All rights reserved
  9. 9. EMBRACE Showrooming!  CONS •Smart phone required PROS •Customer service may be limited. •Integrated with e- •“Shelf space” / wall real commerce / delivery estate may be limited not offering all products. service •Introduces new •Leverages small, technical issues (App / downloads / scanning / previously impossible user malfunction) locations for retail •Categories / Visual Display could be •No stock/staff required at confusing (OCADO local level example) •PopUp Shop provides new engagement at inexpensive or surprising places for consumers. •Overcomes some limitations of mobile device web experience for shopping. (small screen, user experience etc)Web: | ©2012 Symbio Agency. - All rights reserved
  10. 10. SYNC from American Express  If the cardholder then purchases the product involved using his Amex card, the discount is automatically applied in his Amex account. All a cardholder has to do is check in to a store with Foursquare, press: load card and upon payment the discount is automatically credited to the cardholders account within days. Mapping the “Expense Graph”Web: | ©2012 Symbio Agency. - All rights reserved
  11. 11. Card Readers – Enabling M-Commerce CONS •Internet service required PROS •iPhone required •Merchant account •Enabling new merchants required who aren’t tied to a •Could be damaged, dropped or stolen by location or store customers •Targets cashless customers •Synced with existing back office / accounts.Web: | ©2012 Symbio Agency. - All rights reserved
  12. 12. (Distributed Retail) Analog Info Embedded Price / Class Distribution of Services •Virtualizes bricks and mortar Everyone has a •Enabling e-commerce at the barcode reader in point of demand their hand! •Customers become partners Digital Info Embedded •Labor is crowd-sourced (e- tickets, scan groceries etc) Price / Class •Enhanced tracking with Origin Address (street, city, state, country) personalized stamps which contain metadata. Destination Address (street, city, state, •Purchase a virtual product which country) requires no shipping or handling. Route traveled Duration / Time Scan-able for automated services Every stamp is unique and personalizedWeb: | ©2012 Symbio Agency. - All rights reserved
  13. 13. AirWalk Invisible Pop Up Store CONS •Smart phone required PROS •Customer service may be limited. •Pre-sale ordering targets •Introduces new “Uber cool” demographic technical issues (App / downloads / scanning / •Location based scarcity user malfunction) (NYC/Venice Beach) •Leverages new, previously impossible locations for retail •No stock/staff required at local level •PopUp Shop provides new and shareable opportunities. •Novel idea capturing peoples imaginationWeb: | ©2012 Symbio Agency. - All rights reserved
  14. 14. #Social TV - The Second Screen #Social TV refers to technologies surrounding television that promote communication and social interaction related to program content.Web: | ©2012 Symbio Agency. - All rights reserved
  15. 15. #Social TV – The Second Screen Benefits •Syncing Broadcast with Mobile/Social Media •Creates new “unlimited” inventory for advertisers against scarce/limited content. •Claw back engagement from viewers “Multi-tasking” (FB, TW, Email, IM, txt) •Capitalize on the new behavior: “Check-in”. •Deliver advertising directly related to broadcast media. •Timestamp / Reminder servicesWeb: | ©2012 Symbio Agency. - All rights reserved
  16. 16. #Social TV’s first “Triple Threat” NBC Lets Viewers Buy Items They See on TV Via Their Mobile DeviceWeb: | ©2012 Symbio Agency. - All rights reserved
  17. 17. B.Y.O.D (Bring your own device)  Personal demand for smart phones has leapfrogged what most companies can afford to offer their employees. Great for:  Non desk workers, hourly workers.  Remote, mobile, or field based employees, students and affiliated usersWeb: | ©2012 Symbio Agency. - All rights reserved
  18. 18. B.Y.O.D (Bring your own device)  400 restaurants  40,000 employees that they have never engaged electronically. The majority of them now (2012) have smart devices.  Texas Roadhouse has a need to engage employees to drive sales, build culture, reinforce training, incentivize, introduce new products, best practices etc.  They also have a need to enable their individual restaurant mangers (Managing Partners) to build seamless communication with employees and corporate via their mobile device.Web: | ©2012 Symbio Agency. - All rights reserved
  19. 19. CHROME for iOS  Light, lean and fast.  Synced logins/bookmarks  Integrated search  Send to mobile  Private browsing  Google lost YouTube, Search AND Maps on iOS. Gained Chrome  Google Chrome OS strategyWeb: | ©2012 Symbio Agency. - All rights reserved
  20. 20. Insights In retail people are using mobile to:  Discover – Find new products and services via targeted marketing and recommendations from friends and social networks.  Compare – Comparison shopping in store and online.  Purchase – Pay for goods, transfer money, shopping.  Reward – promotions, digital coupons, credits and rewards.  Locate –Anywhere, anytime, any device Questions or comments:   @maitlandwaters Thank you!Web: | ©2012 Symbio Agency. - All rights reserved