RON VINING: Futurist Marketer | Brand Advisor | CXO Speaker at Asia CEO Forum, Makati City

© 2014 SAP AG or an SAP affiliate company. All rights reserved. 1Internal
Source: http://chaetakadai.com/wp-content/uploads/2013/08/internetmadeourworldsmaller.jpg
Confidential
Ron Vining
Chief Brandaffeine - BrandInflux, a Learnami Interactive Technologies company
Adjunct Professor - The University of Massachusetts, Digital Media Lab Fellow
Former Chief Marketing Officer - Aspire Lifestyles, an International SOS company
©2015 www.RonVining.com, All Rights Reserved
RONALD C. VINING
Advisor | CMO | Professor
Hyperconnected Retailing:
Getting to know NEW IoT Trends,
Consumers & Technologies
@SAP_APJ #SAP #Hyperconnected #Retail #Consumer #CXO
@RonaldVining @IoTbyDesign @CXMOnetwork @CMOretail
Hyperconnected Asia
Consumer Industries Forum 2015
The Philippines – 21 May
Companion Slides to…
Watch LIVE speech on YouTube
https://youtu.be/-tk4STsBSpo

© 2014 SAP AG or an SAP affiliate company. All rights reserved. 2InternalConfidential ©2015 www.RonVining.com, All Rights Reserved
Hyperconnected Retail: Internet of Everything
Companion Slides to View LIVE speech on YouTube https://youtu.be/-tk4STsBSpo

Hyperconnected Retail: Internet of Everything

Hyperconnected Retailing:
New Trends, Consumers & Technologies
Seemingly limitless possibilities await…
• Industry Trends
• Customer Insights
• Technology-enabled Experiences
Confidential ©2015 www.RonVining.com, All Rights Reserved

Hyperconnected Retail - Overview
$ ¥ €£ ✓
Content Disruption Digital Darwinism Hyper-Local Targeting
Trends Consumers Technology

Hyperconnected Retail - Industry Trends
$ ¥ €£
Content Disruption
Offers, Video & Images paired to IoT is creating new levels of Engagement
Example:
Marriott International, USA

What Content best Resonates with Customers?
? ? ?

Produced
& User
Generated
? ?
Videos – Images – Feedback
Adobe, Econsultancy & Ipsos MediaCT research says
millennials not only trust & remember user generated content
(UGC) more than they do traditional media, they also spend
30% of their media time (5 hours per day) engaged with it:
• 25% of search results for world’s top 20 brands is UGC
• 35% of bloggers post opinions about products & brands
• 78% of customers trust peer recommendations vs.
• 14% of consumers trust advertisements

Produced
& User
Generated
Relevant
Offers ?
Useful – Value – Timely
Nielsen, xAd & Telmetrics research indicate that smartphone &
tablet users are becoming increasingly receptive to and
engaged with mobile ads & offers as long as:
• Focus is “customer-centric” not “offer-centric”
• Real-time context greatly enhances reception & conversion
• Omni-channel experience must be seamless
• Consistency of cross-channel experience is critical
• Offers are complimentary (retargeting) not creepy (spying)

Produced
& User
Generated
Relevant
Offers
Mobile
Friendly
Responsive – Layout – Content
Google study found that 72% of mobile users say it’s important
to them that Websites are mobile-friendly, yet 96% have visited
a site that does not work on their device:
• Users 5x more likely to abandon task on non optimized site
• 79% say they will search for another site to meet their needs
• Consumers turn to mobile Web for instant information
• Retail customers seek ability to take immediate action
• 64-74% seek directions, operating hours & store phone #
• 50-61% want product information and to make purchase

Hyperconnected Retail - Customer Insights
Digital Darwinism
Survival of the most Digitally Savvy Brands will rely on Segmentation based on
Mobile Customer Type & Engagement Tactics
Example:
Walt Disney Company, USA

What Customer Segmentation is the best Focus?
? ? ?

? ? ?

Experimenters ? ?
Newbies – Shifters – Youthful
According to McKinsey & Company, digitization is steadily
becoming the main pathway for customer experience and
sales journeys. Offline consumers are shifting to digital tools &
younger, digitally oriented consumers becoming online buyers:
• Competition among brands in digital is steadily increasing
• Digital touch points are increasing by 20% annually
• 39% used digital in the initial consideration of a brand
• Experimenters conversion rate reached about 40% when
they are first introduced to a brand

Experimenters
Informed &
Engaged ?
Savvy – Experienced – Seasoned
McKinsey & Company’s research also paints a vivid picture of
the factors involved in the consumer’s purchase choice:
• Many consumers now use digital tools comprehensively
• 42% use digital tools for both consideration & the intensive
evaluation stages of their purchase decision journeys
• Overall, the retail landscape exhibits Digital Darwinism signs
• As consumers become more digitally empowered, brand
messages lose their impact & the overall likelihood of
conversion, decreases

Experimenters
Informed &
Engaged Fully Digital
Native – Pros – Early Adopters
McKinsey’s findings show digitally independent consumers
willingly abandon brands in mid-purchase over poor
experiences. Brands have less control over them with limited
level of advertising influence due to their SNS memberships:
• Whereas, conversion rate of Experimenters is high, Fully
Digital customers is just 25%
• Product category has a lot to do with conversion rates
• Successful brands to this group, offer most diverse digital
experience, benefiting from positive, social word of mouth

Hyperconnected Retail - Technology Experiences
Hyper-Local Targeting
Accessible Data + Mobile Devices via iBeacons, Wi-Fi, eWallets & Wearables
✓
Example:
Meat Pack, Guatemala

What Platforms best Engage with IoT Customers?
? ? ?

Tablets,
Smartphones
& Wearables
? ?
Mobile – Social – Engagement
According to We Are Social, in The Philippines, there are
115M mobile connections to serve just 101M Filipinos. The
share of Internet traffic & time spent on Web is considerable:
• 71% on Desktop / Laptop, ê 13%, @6hrs 17min per day
• 21% on Smartphone, é 70%, about 3hrs, 19min per day
• 9% on Tablet, é 38%, about 6 hours per day
• PricewaterhouseCooper's "The Wearable Future" report,
global demand for wearables expected to surpass 130M
units by 2018, with gross sales at US$6B (Bt200B)

Tablets,
Smartphones
& Wearables
SNS,
Mobile Web
& Apps
?
Chat – Responsive – Dedicated
According to the Google Shopper Marketing Council, 79% of
consumers use their mobile devices to research & buy
products. The key is to develop a hybrid or mobile shopping
experience to deliver a personalized, eCommerce experience &
turn showrooming into in-store conversions. Mobile benefits:
• Foster loyalty & increase transactions w/personalized offers
• Peer Sharing extends brand experience via social shopping
• Customers seek Location, Hours, Contact, Inventory, Value,
Information, Service, Convenience, Rewards, Differentiation

Tablets,
Smartphones
& Wearables
SNS,
Mobile Web
& Web Apps
Wi-Fi,
iBeacons &
eWallets
Proximity – Notifications – Conversion
According to Fierce Mobile Retail, the growing Internet of
Everything is enabling the hyperconnected store environment,
raising consumer’s digital expectations of retailers:
• 55% of shoppers use retailer’s dedicated App
• 34% use third-party App for the same, if better benefit
• 53% would pay US $5 for same-day, at-home delivery
• 57% desired online ordering & in store pickup
• 40% would use a secure locker to pick up online orders

Tablets,
Smartphones
& Wearables
SNS,
Mobile Web
& Web Apps
Wi-Fi,
iBeacons &
eWallets
Engagement – Relevance – Value
Hyper-relevance delivers value, such as greater savings,
efficiency or engagement in real time throughout the shopping
lifecycle, using analytics, to determine the experience that
best suits the customer's context:
• 73% want mobile to scan in-store for customized offers
• 63% want augmented reality to locate / test items in-store
• 57% would like to receive relevant product information
• Ability to track shoppers in-store, provides wealth of data
& analytics to determine most relevant use of mobile

Tablets,
Smartphones
& Wearables
SNS,
Mobile Web
& Web Apps
Are you ready
to go 100%
Mobile?
Access – Personalization – Experience – Control
Flipkart has more than 40M registered users and has about
30K merchants selling over 20M products on the platform.
• India smartphone sales grew from 10M to 80M in 3 years
• Myntra App accounts for 80% of traffic and 60% of sales
Flipcart App sales went from 6% to 60% in 18 months
• Amazon & Snapdeal now taking mobile first approach
• 70% of rural users access Web from mobile device
• ”Rural & urban customers are looking for the same things
on the internet.” Nimisha Jain, Boston Consulting Group
Wi-Fi,
iBeacons &
eWallets
Example:
Flipkart/Myntra, India

Hyperconnected Retail - Summary
$ ¥ €£ ✓
Content Disruption Digital Darwinism Hyper-Local Targeting
• Consumers & Frontline Employees are already mobile enabled
• Enterprise (most) are not equipped to meet the growing IoT-Mobile-Social
demands of their Customers
• It should not be a matter of IF, it must to be a matter of WHEN…
• Brands that wait too long, will find themselves too far behind to ever catch-up

© 2014 SAP AG or an SAP affiliate company. All rights reserved. 28InternalConfidential. ©2015 www.RonVining.com, All Rights Reserved
RONALD C. VINING
Advisor | CMO | Professor
@SAP_APJ #SAP #Hyperconnected #Retail #Consumer #CXO
@RonaldVining @IoTbyDesign @CXMOnetwork @CMOretail
Keep the conversation going…
Terima Kasih!
!
Thank You!
ந"றி!
Salamat!
ขอขอบคณ!
www.Learnami.com Masterclass Use Only

Trends: Content Disruption – Produced & User Generated Content
http://variety.com/2014/biz/news/how-marriott-wants-to-be-the-red-bull-of-the-hotel-industry-1201316184/
http://www.socialbro.com/blog/9-ways-retailers-used-user-generated-content-social-media-drive-sales
http://www.socialbro.com/blog/7-ways-harness-power-user-generated-content-marketing-campaigns
http://go.crowdtap.com/socialinfluence
http://www.adweek.com/socialtimes/direct-social-media-marketing-2014/139193?red=st
Trends: Content Disruption - Relevant Offers
http://www.pega.com/insights/articles/getting-relevant-without-getting-creepy-3-keys-driving-offer-relevance-
without
http://marketingland.com/offers-local-relevance-biggest-drivers-mobile-ad-clicks-93500
Trends: Content Disruption - Mobile Friendly
http://searchenginewatch.com/sew/study/2208496/72-of-consumers-want-mobilefriendly-sites-google-research
http://www.huffingtonpost.com/ian-mills/5-reasons-you-absolutely-_b_5122485.html
Hyperconnected Retailing: Sources / Reading

Consumer Insights: Digital Darwinism - Experimenters, Informed & Engaged, Fully Digital
http://www.wired.com/2015/03/disney-magicband/?mbid=social_twitter
http://www.mckinsey.com/insights/high_tech_telecoms_internet/brand_success_in_an_era_of_digital_darwinism
Technology Experiences: Hyper-Local Targeting - Tablets, Smartphones & Wearables
http://wearesocial.sg/blog/2015/03/digital-social-mobile-in-apac-in-2015/
http://www.theguardian.com/media-network/2015/feb/16/location-rise-hyper-local-marketing
http://www.nationmultimedia.com/technology/Despite-slow-start-wearable-trend-expected-to-grow-30251203.html
Technology Experiences: Hyper-Local Targeting - SNS, Mobile Web & Apps
https://www.thinkwithgoogle.com/campaigns/meat-pack-hijack.html
http://www.sap.com/pc/tech/mobile/software/industry-apps/shopper-experience-retail-app/index.html
https://www.adobe.com/aboutadobe/pressroom/pdfs/Mobile_Shopping_Retail_App_Usage_on_the_Rise_Infographic.pdf
http://www.fierceretail.com/mobileretail/story/mobile-apps-use-jumps-55-use-retail-apps-store/2015-01-14

Technology Experiences: Hyper-Local Targeting - Wi-Fi, iBeacons & eWallets
http://www.fierceretail.com/mobileretail/story/mobile-apps-use-jumps-55-use-retail-apps-store/2015-01-14
http://profit.ndtv.com/news/tech-media-telecom/article-myntra-to-go-app-only-will-flipkart-snapdeal-follow-suit-758541
http://www.bgr.in/news/myntra-to-go-mobile-only-will-shut-down-website-on-may-1-report/
http://telecom.economictimes.indiatimes.com/news/mvas-apps/flipkart-to-opt-for-app-only-route-within-a-year-to-drive-
traffic/46982720

32© 2014 SAP AG or an SAP affiliate company. All rights reserved.
§ What trends are you seeing in the industry that either you,
competitors or market leaders are seeing?
§ What are some of the key transformational trends that
today’s retail CXO is paying closer attention to?
§ What are some of the challenges to implementing this
transformation?
§ How will CXOs enable transformation in their respective
functional leadership capacity?
§ Are you using different tactics to reach multiple customer
segments across generation, platform/device, location and
frequency?
§ Do you plan to implement a “new” technology solution
such as proximity notifications such as WiFi/iBeacons,
Digital Wallets or Wearables?
Takeaway Discussion Questions:

BRANDEXPERIENCE
MARKETINGAdvisor | CMO | Professor

With 25 years of MarCom
expertise, I provide brands
with an influx of unique
content experiences & tools
that enable enterprise and
consumer engagement
across all media.
ron vining

Iconic Engagements

© 2014 SAP AG or an SAP affiliate company. All rights reserved. 39Internal©2015 www.RonVining.com, All Rights Reserved
Biography
Confidential
CXO
Learnami -
-
25
85 500 SAP Levi Strauss Verizon
“
” “ B2B2C ” “ ” “ CX ” “ IoT Rockstar
Gravitas ” “ ”
Learnami AI Technologies AutomatedInflux iPlenaria BrandInflux B2B B2C

© 2014 SAP AG or an SAP affiliate company. All rights reserved. 40Internal©2015 www.RonVining.com, All Rights Reserved
Biography
Confidential
From Apple, the rock band Journey, to Google and The White House, Ron Vining brings a deep passion and
diverse perspective to the field of brand experience marketing having advanced over 25 of the top 100 hottest
ranked intellectual properties, leading multi-national corporations and iconic brands on the planet that include
Microsoft, Samsung, Intel, Cisco, Disney, HP, Sony and Nokia in addition to Blackberry, Levi's, LG, Lucasfilm, Six
Flags, SAP, Standard Chartered Bank, Swarovski, Timberland, Verizon and YTL Comms across the Americas, Asia
and Europe.
Specializing in Omni-channel storytelling, Ron is focused on redefining enterprise and consumer engagement
through the integration of a brand’s compelling intellectual property, licenses and promoting relationships with high-
profile influencers, leveraged across all media in the form of buzz marketing, content curation and product
placement to create truly unique
consumer experiences, acquisition and loyalty programs via immersive advertising, OOH displays, shopping environments, themed attractions &
resorts, hardware/software, eLearning, product & sales enablement tools, literature, feature films, music, video games, mobile Apps, social media
and Websites.
Blurring the lines between the physical and the digital, Ron develops innovative experiences for Consumer Electronics, Entertainment, Financial
Services, Hospitality, Airline, Automotive, Internet Services, Premium Retail and Luxury brands. Within REIT, he has advised developers General
Growth Properties, Simon Property Group and Weiner Development while authoring solutions for The Walt Disney Company, Everland Resort and
Six Flags New England Theme & Water Parks. As an Elected Official, Ron was responsible for a public education district consisting of nine buildings
totaling 1.2 million sq. ft., overseeing the budgeting, planning, design, construction, staffing and opening of six new state-of-the-art schools. As
Deputy GM of America’s fifth largest transit provider, The Massachusetts Bay Transportation Authority, he managed US$1.5B capital projects,
spearheading public-private partnerships to create intermodal, mix-use developments.
Prior to relocating to Singapore, Ron served as VP of Strategy & Communication to an innovative homeland security manufacturer, co-founded a
political PR agency and an entertainment management group. From Singapore, he instructs fully online courses to MBA students as Adjunct
Professor for The University of Massachusetts, Boston and is an internationally renowned keynote speaker and masterclass trainer on topics
ranging from brand experience to content marketing and omni-channel storytelling as part of integrated engagement programs linking traditional
and digital media with social and mobile AI-driven, marketing automation platforms.
Ron led as Managing Partner in the brand-inspired marketing - design - learning consultancy, dFFRNT LLP, Marketing Director of a Singapore-
based social network where he developed & launched a revolutionary, Omni-channel lifestyle shopping platform and as Chief Marketing Officer of
Aspire Lifestyles, an International SOS company, where he developed innovative value-added concierge enhancement programs to luxury brands,
financial services, insurance, automotive, airline & hospitality industries to deliver B2B2C VIP experiences to 60M high net worth clients on behalf of
70% of Fortune 500 firms. Currently, Ron is the founder of Learnami Pte Ltd, AutomatedInflux, iPlenaria and BrandInflux companies.

ron vining

Address
www.ronvining.com
Phone
Singapore 65.9673.6574
Email
me@ronvining.com
ron vining

RON VINING: Futurist Marketer | Brand Advisor | CXO Speaker at Asia CEO Forum, Makati City

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to RON VINING: Futurist Marketer | Brand Advisor | CXO Speaker at Asia CEO Forum, Makati City

Similar to RON VINING: Futurist Marketer | Brand Advisor | CXO Speaker at Asia CEO Forum, Makati City (20)

Recently uploaded

Recently uploaded (20)

RON VINING: Futurist Marketer | Brand Advisor | CXO Speaker at Asia CEO Forum, Makati City