The document discusses the rise of mobile and smart devices in retail marketing. It notes that mobile has created additional complexity due to new platforms, operating systems, and ecosystems. It also discusses how mobile is driving changes in consumer behavior, including increased impulse purchases and research done on mobile devices both in-store and online. The document advocates for a mobile-first approach across all retail marketing and touchpoints with consumers.

1. MOBILE – SMART DEVICES AT THE HEART OF
RETAIL MARKETING
ROSS SLEIGHT
CHIEF STRATEGY OFFICER
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2. INTRODUCING SOMO
World’s largest independent mobile marketing company
Europe’s fastest growing mobile company – GP Bullhound
94 dedicated mobile experts
Global service through local offices EMEA, US and APAC
Strategy & innovation, creative and production, media, reporting & tracking

3. MOBILE VELOCITY
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4. BACK IN 2002 DIGITAL WAS SIMPLE
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5. BY 2008 SOCIAL MEDIA STARTED TO CHANGE THIS
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6. 2009 2010 2011 2012 THE YEAR OF MOBILE
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7. CONTEXT – 2012 THE YEAR OF MOBILE
Source:
LOCOG
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8. MOBILE CREATES ADDITIONAL COMPLEXITY
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9. VELOCITY - MACRO SHIFTS
NEW PLATFORMS NEW OPERATING SYSTEMS NEW ECOSYSTEMS

10. USAGE – ADVERTISING NOT MATCHING CUSTOMER BEHAVIOUR
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11. LEADING TO MASS AUDIENCE FRAGMENTATION
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12. MOBILE RETAIL
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13. USAGE – MOBILE COMMERCE
Accessed mobile retail site in last month on smartphone
23% 23% 14% 10% 9%
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14. BEHAVIOUR CHANGE
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15. ACCESSING MOBILE 35+ TIMES A DAY
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16. “FINDING” - VELOCITY
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17. “FINDING” - URGENT
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18. SMARTPHONE RETAIL INNOVATION
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19. CONTENT AND UTILITY PROVIDES VALUE
Get the look across product range Providing advice and reference driven by celebrity

20. LOCALITY + SCARCITY + VALUE + IMMEDIACY = MOBILE
Groupon – Local focus Groupon Now – local, Immediate,
time specific, focused offering
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21. MAINSTREAM ADOPTION OF DAILY DEALS
First generation mobile site – port from web Second generation site – focus on Daily Deals

22. SOCIAL AGGREGATION
Pinterest – No.3 social network in US Fancy – designer focused experience
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23. GIFT LISTS
•Another aspect of social shopping
•Integrated Facebook social graph
•Suggestions of gifts based on profile
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24. SMARTPHONE RETAIL INNOVATION
CONTENT AND UTILITY
+
DAILY DEALS DRIVE IMPULSE PURCHASE ON MOBILE
+
DEEP SOCIAL INTEGRATION
+
PERSONALISATION
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25. TABLET RETAIL
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26. TABLETS HAVE HIGHER CONVERSION RATES
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Source:
Affiliate
Window

27. TABLETS HAVE HIGHER AVERAGE ORDER VALUES
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28. WHY ARE TABLETS CONVERTING SO WELL?
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29. TABLET REAL ESTATE SELLS PRODUCT BETTER
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30. TABLETS PROVIDE ENGAGEMENT AND UTILITY
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31. TABLETS CAN ENGAGE THROUGH CONTENT
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32. TABLET RETAIL INNOVATION
BEAUTIFULLY PRESENTED PRODUCTS
+
SIMPLIFIED PRESENTATION
+
CONTENT AND UTILITY
+
VIDEO
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33. MOBILE’S PHYSICAL RETAIL REVOLUTION
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34. UNDERSTAND USER BEHAVIOUR
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35. PURCHASE NOT THE ONLY OBJECTIVE ON MOBILE
31% 39% 24%
of smartphone users of smartphone users of smartphone users
have purchased a have researched have researched
product or service on their mobile on their mobile
on their mobile then bought on PC then bought in Store
Source:
Google
Our
Mobile
Planet
2012
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36. QR IN STORE
Ralph Lauren – QR clothing label
Best Buy – QR price tags
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37. QR IN STORE
Diesel – social sharing
Macy’s - additional content
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38. QR STORES
Tesco – Gatwick Airport ebay UK – Xmas pop up shop
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39. SCANNING – OPPORTUNITY AND THREAT
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40. AR IN STORE
Macy’s - believe AR
Lego – Digital AR Box

41. IKEA AUGMENTED CATALOGUE
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42. AUDIO TRIGGERS - SHOPKICK
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43. PAYMENT BY SCAN
Starbucks card
payment
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44. PAYMENT - NFC
Vodafone/Visa Wallet
Visa Easypay
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45. THE MOBILE WALLET BATTLE IS IMMINENT
Existing online Telecoms Providers Existing payment
payment providers infrastructure providers
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46. WHAT IS THE BATTLE OVER?
+
+
+
=
NFC Offers and Deals Location Loyalty Big Data
Instantaneous Tailored and Time and context Insight into Huge customer
Physical payment targeted to users sensitive offers Customer’s lifestyle insight which can
Micro transactions and deals to maximise loyalty be commercially
leveraged
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47. MOBILE’S PHYSICAL RETAIL REVOLUTION
ENHANCED INFORMATION
+
PRICE COMPARISON
+
LOYALTY
+
PAYMENT
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48. SUMMARY
• We need to think mobile first in a multi screen world
• Mobile is not just a silo for mcommerce
• Product = Marketing (especially on mobile)
• Drive product through understanding user behaviours on platforms
• Exploit the physical/mobile bridge at all customer touchpoints
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49. COPYRIGHT & CONFIDENTIAL