Shopper marketing encompasses a wide array of delivery mechanisms and promotional tactics that can be used to reach consumers along the path to purchase, from demand generation through the entire shopping process to post-purchase relationship management.
The glorious summer of 2012 is over and we have all taken a collective deep breath and asked ‘so, what next?’
Post-Olympic blues, EuroZone crisis, technological convergence & EcoEthic shoppers among many other topics are weighing on our minds... but what on earth does it all mean?
In the next few slides we cut through the jumble of ideas and reveal what will really affect shoppers in the UK and Europe in the coming year and how we, as Shopper Marketers, can make the most of the future.
Read on and enjoy!
Radius shopper marketing - the full storyJohn Storey
1. What is shopper marketing all about?
2. The retailer
3. Shopper Vs. Consumer
4.1. Shopper ergonomics
4.2. Shopper behaviour
5. Great shopper marketing
6. Shopper research
Converging the customer experience across channels has never been more important. In fact, in a recent Retail Systems Research (RSR) study, more retailers report that they operate online/e-Commerce channels (92%) compared to traditional stores (89%). And, 100% of retailers surveyed consider “a single brand identity across channels” as important.
In order to move forward on the road toward a successful omnichannel experience, retailers need to take a step back and consider their current strategies, as well as hardware and software capabilities.
In this upcoming webinar, Nikki Baird from RSR will share insights from the June 2012 survey titled: Omni-Channel 2012: Cross-Channel Comes Of Age. Some of the topics she will cover include:
The new rules of cross-channel retail
The value of cross-channel shoppers
The Digital-Physical connection
The role of Marketing in the strategy mix
NCR will join the discussion by outlining the steps toward cross-channel success, illuminated through real-world case studies. Once merchants commit to a compelling and consistent cross-channel experience, they must follow through with superior data analysis and promotion optimization, facilitated with best-in-class point of sale (POS) solutions. With all the proper components in place, retailers will improve loyalty and profits by delighting customers, no matter which channel they choose.
Shopper marketing encompasses a wide array of delivery mechanisms and promotional tactics that can be used to reach consumers along the path to purchase, from demand generation through the entire shopping process to post-purchase relationship management.
The glorious summer of 2012 is over and we have all taken a collective deep breath and asked ‘so, what next?’
Post-Olympic blues, EuroZone crisis, technological convergence & EcoEthic shoppers among many other topics are weighing on our minds... but what on earth does it all mean?
In the next few slides we cut through the jumble of ideas and reveal what will really affect shoppers in the UK and Europe in the coming year and how we, as Shopper Marketers, can make the most of the future.
Read on and enjoy!
Radius shopper marketing - the full storyJohn Storey
1. What is shopper marketing all about?
2. The retailer
3. Shopper Vs. Consumer
4.1. Shopper ergonomics
4.2. Shopper behaviour
5. Great shopper marketing
6. Shopper research
Converging the customer experience across channels has never been more important. In fact, in a recent Retail Systems Research (RSR) study, more retailers report that they operate online/e-Commerce channels (92%) compared to traditional stores (89%). And, 100% of retailers surveyed consider “a single brand identity across channels” as important.
In order to move forward on the road toward a successful omnichannel experience, retailers need to take a step back and consider their current strategies, as well as hardware and software capabilities.
In this upcoming webinar, Nikki Baird from RSR will share insights from the June 2012 survey titled: Omni-Channel 2012: Cross-Channel Comes Of Age. Some of the topics she will cover include:
The new rules of cross-channel retail
The value of cross-channel shoppers
The Digital-Physical connection
The role of Marketing in the strategy mix
NCR will join the discussion by outlining the steps toward cross-channel success, illuminated through real-world case studies. Once merchants commit to a compelling and consistent cross-channel experience, they must follow through with superior data analysis and promotion optimization, facilitated with best-in-class point of sale (POS) solutions. With all the proper components in place, retailers will improve loyalty and profits by delighting customers, no matter which channel they choose.
Integrated Marketing Communications Campaign:
- Proposed brand positioning, product offerings, and detailed implementation methods for a client's new business venture
- Completed for the course ADV4800 at the University of Florida
- The team for which I was the Group Lead/Account Executive won Best Strategic Plan
In this period of increasing commoditization, organizations are under enormous pressure to do more with less. As customer expectations continue to raise and budgets are squeezed, the quality of the customer experience has emerged as one of the most important factors in a shopper\'s purchasing decision. This session will explore powerful tactics and tools to strengthen your brand proposition in a way that is relevant and meaningful to your shoppers.
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and BeyondSPS Commerce
You are invited to view a complimentary webinar featuring retail industry experts from Retail Systems Research (RSR) and SPS Commerce. Based on their latest research, including the 2014 Retail Insights industry benchmark report, you’ll learn what strategies your peers are deploying to improve omni-channel performance in 2014.
The webinar provides insights on:
• The state of the retail market—how many retailers have or will adopt the omni-channel? What steps are they taking?
• Which external and internal forces will impact retail the most in the upcoming years?
• Which technology and business areas are retailers, vendors and logistics firms making significant investments in 2014?
Great white paper report published by St. Joseph Communications on Omni-channel advertising focused around providing solutions to retailers and brands.
How leading brands are creating fanatical followings and ludicrous loyalty by doing things differently. This presentation will teach you:
- The single biggest marketing mistake CMO's and marketing directors are making.
- The four critical things every brand needs to figure out, ASAP!
- Why creating a cult following has nothing to do with buying ads.
Go-to browsing channels vary
*(38%) start on Amazon
* (35%) search engines
* (21%) brand or retaile web sites
* (6%) e-Commerce marketplaces, such as eBay and Etsy
This presentation was given by Mark Strella and Mike Massey of Locally at the June 2017 Grassroots Outdoor Alliance in Albuquerque, New Mexico. Mark and Mike covered the changing landscape of omni-channel shopping, and how brands can leverage their retailer network to effective serve this ever evolving breed of shopper.
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...Fashionbi
This publication offers you insights into:
-The most important findings from various surveys that were recently conducted on the changing behauviors of consumer
-Best Omni-Channel marketing practices of more than 60 famous brands and retailers.
-More than 25 successful future retail trends and opportunities in Fashion
This report highlights the increasingly competitive nature
of the retail market, identifying changing consumer
behaviour as a key driver behind this. Consumers today
own much more ‘stuff’ than previous generations, making
it more difficult to persuade them to purchase additional
products. Consumers are also time-pressured, so convenience
and speed has taken priority.
All these factors, combined with supply side considerations - more intense focus on price, a deflationary retail environment and even greater choice - means retail growth will be much harder to achieve over the next ten years. For this reason, it is vital that retailers secure customer loyalty.
Understanding consumers’ behaviour, wants and needs is essential to build this loyalty. This isn’t just about knowing what customers want to buy, but truly understanding how and where they want to buy, their motivations and what they expect from their overall shopping experience.
This also means that retailers need to re-evaluate how to reach customers and reappraise traditional marketing techniques – many of which are still relevant, but are less impactful and influential in today’s environment. This deeper understanding will ultimately help retailers secure loyalty in the era of the unfaithful consumer.
Omni Channel Best Practices Guide by RaymarkRaymark
Omni-channel retail is getting a lot of buzz these days. For good reason: consumers are shopping in new ways, and they expect to relate with brands on their own terms, whenever, wherever and however they desire. Faced with a world of options at their fingertips, gaining consumer loyalty can be an uphill battle. In this guide, Raymark explores the best practices retailers must consider when implementing omni-channel point of sale, clienteling and other retail systems.
For more information, visit www.raymark.com.
eMarketer Webinar: Omnichannel Retail—Seven Trends in 2015eMarketer
Consumers have shattered the barriers between physical and digital shopping, but both ecommerce giants and traditional retailers are struggling to respond with true omnichannel experiences. Topics in this webinar include: Are shoppers losing interest in physical shopping? How are consumers using their phones to shop? What are retailers doing with personalization to help attract shoppers? How will location-based services like beacons change the retail world this year?
Omnichannel is one of the most abused buzzwords in retail. But, in a world of digitally connected consumers, developing and implementing a solid omnichannel strategy is critical to the long-term success of a retail business.
During this webinar featuring Sucharita Mulpuru-Kodali, one of Forrester’s most distinguished analysts, we’ll review the most fundamental considerations of an omnichannel strategy, including:
- Setting realistic goals and expectations for your organization
- Building out a step-by-step plan with manageable phases
- Deploying best practices while managing to a budget
- Leveraging core order management functionality to pull the strategy together
You’ll walk away with valuable insight and practical information that will guide your omnichannel goals and investments.
Your social kulma shopper marketing presentatieYour Social
Voor de Kulma Shopper marketing is Your social gevraagd om een presenatatie te geven om hun interpretatie te geven over "clicks-bricks-clicks". Oftewel de customer journey.
What is SPI IQ? What is it used for, what are the applications, and what are the benefits/ROI? Advanced Analytics and Business Intelligence for the Retail space. Presented by Matthew Robinson (Director of Sales Engineering, SPI) at the 2016 SPI Conference.
Integrated Marketing Communications Campaign:
- Proposed brand positioning, product offerings, and detailed implementation methods for a client's new business venture
- Completed for the course ADV4800 at the University of Florida
- The team for which I was the Group Lead/Account Executive won Best Strategic Plan
In this period of increasing commoditization, organizations are under enormous pressure to do more with less. As customer expectations continue to raise and budgets are squeezed, the quality of the customer experience has emerged as one of the most important factors in a shopper\'s purchasing decision. This session will explore powerful tactics and tools to strengthen your brand proposition in a way that is relevant and meaningful to your shoppers.
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and BeyondSPS Commerce
You are invited to view a complimentary webinar featuring retail industry experts from Retail Systems Research (RSR) and SPS Commerce. Based on their latest research, including the 2014 Retail Insights industry benchmark report, you’ll learn what strategies your peers are deploying to improve omni-channel performance in 2014.
The webinar provides insights on:
• The state of the retail market—how many retailers have or will adopt the omni-channel? What steps are they taking?
• Which external and internal forces will impact retail the most in the upcoming years?
• Which technology and business areas are retailers, vendors and logistics firms making significant investments in 2014?
Great white paper report published by St. Joseph Communications on Omni-channel advertising focused around providing solutions to retailers and brands.
How leading brands are creating fanatical followings and ludicrous loyalty by doing things differently. This presentation will teach you:
- The single biggest marketing mistake CMO's and marketing directors are making.
- The four critical things every brand needs to figure out, ASAP!
- Why creating a cult following has nothing to do with buying ads.
Go-to browsing channels vary
*(38%) start on Amazon
* (35%) search engines
* (21%) brand or retaile web sites
* (6%) e-Commerce marketplaces, such as eBay and Etsy
This presentation was given by Mark Strella and Mike Massey of Locally at the June 2017 Grassroots Outdoor Alliance in Albuquerque, New Mexico. Mark and Mike covered the changing landscape of omni-channel shopping, and how brands can leverage their retailer network to effective serve this ever evolving breed of shopper.
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...Fashionbi
This publication offers you insights into:
-The most important findings from various surveys that were recently conducted on the changing behauviors of consumer
-Best Omni-Channel marketing practices of more than 60 famous brands and retailers.
-More than 25 successful future retail trends and opportunities in Fashion
This report highlights the increasingly competitive nature
of the retail market, identifying changing consumer
behaviour as a key driver behind this. Consumers today
own much more ‘stuff’ than previous generations, making
it more difficult to persuade them to purchase additional
products. Consumers are also time-pressured, so convenience
and speed has taken priority.
All these factors, combined with supply side considerations - more intense focus on price, a deflationary retail environment and even greater choice - means retail growth will be much harder to achieve over the next ten years. For this reason, it is vital that retailers secure customer loyalty.
Understanding consumers’ behaviour, wants and needs is essential to build this loyalty. This isn’t just about knowing what customers want to buy, but truly understanding how and where they want to buy, their motivations and what they expect from their overall shopping experience.
This also means that retailers need to re-evaluate how to reach customers and reappraise traditional marketing techniques – many of which are still relevant, but are less impactful and influential in today’s environment. This deeper understanding will ultimately help retailers secure loyalty in the era of the unfaithful consumer.
Omni Channel Best Practices Guide by RaymarkRaymark
Omni-channel retail is getting a lot of buzz these days. For good reason: consumers are shopping in new ways, and they expect to relate with brands on their own terms, whenever, wherever and however they desire. Faced with a world of options at their fingertips, gaining consumer loyalty can be an uphill battle. In this guide, Raymark explores the best practices retailers must consider when implementing omni-channel point of sale, clienteling and other retail systems.
For more information, visit www.raymark.com.
eMarketer Webinar: Omnichannel Retail—Seven Trends in 2015eMarketer
Consumers have shattered the barriers between physical and digital shopping, but both ecommerce giants and traditional retailers are struggling to respond with true omnichannel experiences. Topics in this webinar include: Are shoppers losing interest in physical shopping? How are consumers using their phones to shop? What are retailers doing with personalization to help attract shoppers? How will location-based services like beacons change the retail world this year?
Omnichannel is one of the most abused buzzwords in retail. But, in a world of digitally connected consumers, developing and implementing a solid omnichannel strategy is critical to the long-term success of a retail business.
During this webinar featuring Sucharita Mulpuru-Kodali, one of Forrester’s most distinguished analysts, we’ll review the most fundamental considerations of an omnichannel strategy, including:
- Setting realistic goals and expectations for your organization
- Building out a step-by-step plan with manageable phases
- Deploying best practices while managing to a budget
- Leveraging core order management functionality to pull the strategy together
You’ll walk away with valuable insight and practical information that will guide your omnichannel goals and investments.
Your social kulma shopper marketing presentatieYour Social
Voor de Kulma Shopper marketing is Your social gevraagd om een presenatatie te geven om hun interpretatie te geven over "clicks-bricks-clicks". Oftewel de customer journey.
What is SPI IQ? What is it used for, what are the applications, and what are the benefits/ROI? Advanced Analytics and Business Intelligence for the Retail space. Presented by Matthew Robinson (Director of Sales Engineering, SPI) at the 2016 SPI Conference.
AS SHOPPER MARKETING CONTINUES TO GAIN
A FOOTHOLD IN CANADA, CONFERENCES LIKE
THIS ONE ARE BECOMING MORE AND MORE
VALUABLE. AGENCIES, RETAILERS, AND
MARKETERS ALL NEED TO UNDERSTAND
NOT ONLY THE UNDERPINNINGS OF THE DISCIPLINE,
BUT PERHAPS MORE IMPORTANTLY,
HOW THE DISCIPLINE IS AFFECTED BY THE
NUANCES OF THE CANADIAN RETAIL LANDSCAPE.
THIS DECK IS AN ENCAPSULATION
OF WHAT WE HEARD OVER THE TWO DAYS OF PRESENTATIONS AND DISCUSSIONS.
“Shopper Marketing” has become jargon: everyone talks about it, but no one can quite agree what it means. Instead of worrying about definitions, our newest white paper shifts the conversation to the broader context: designing better shopper experiences.
Simple? Yes, but with endless adaptive possibilities and implications, we think this take on shopper marketing has got a shelf-life to last.
Our Shopper Marketing Methodology is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a shopper marketing strategy that increases sales, builds shopper insights, and grows brand awareness.
Demand Metric methodologies are step-by-step guides that help you build strategic processes using "Best Practices" and other Demand Metric tools & templates. For background info on Demand Metric methodologies, read our blog post: Much Ado About Methodologies.
Stages of this methodology include:
Learn About Shopper
Analyze Opportunities
Strategic Planning
Technology Selection
Campaign Execution
Measure Results
CleverTap - Mobile Commerce Marketing GuideCleverTap
The ultimate Mobile Commerce Marketing Guide for Developers & Marketers looking to launch a mobile shopping app. Find out the latest market trends in this informative free mobile shopping guide.
Understanding the mobile user experience is vital for every marketer to maximize their campaign effectiveness. Most consumers now have constant connectivity –whether this is by smartphone, tablet or computer - they are ‘always on, always connected’.
- 52% of website visits are now made via a mobile device
- 1.75 billion people worldwide now own a smartphone, with 173 million users in the US
- Mobile accounted for 57.1% of all online Christmas shopping traffic and 34.8% of total Christmas Day online sales in the US in 2014
Mobile Advertising Strategy_Michael HanleySara Quinn
Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.
TheFind presentation for Mobile Innovations Summit. New York March 2015Ramneek Bhasin
Mobile technology is changing the ecommerce landscape. Mobile has yet to lead in ecommerce transactions compared to the web, but the tipping point is not far in the future. With larger screen sizes, faster processors, an increased focused on mobile friendly and responsive ecommerce sites/apps, and new generations of consumer friendly wearables, shopping is forever changed.
Local search, in-store price comparison, product research/review, and the use of geo-fencing technologies have changed not only consumer behavior, but also retailer pricing strategies and in-store merchandising.
With advancements in wearables technology, like the imminent Apple Watch and increased adoption of NFC payment methods, these mobile trends will have even greater impact on consumers' shopping behavior.
Driving Growth With Omnichannel Marketing MoEngage Inc.
Today’s consumers live in a hyper-connected world. They switch between mobiles, desktops, using multiple channels and platforms. This presentation covers the strategies and best practices to implement omni-channel user engagement to drive growth for your company in 2019.
Implementing Mobile Application on your retail StoreKoombea
Tech-savvy customers are the future shoppers, and mobile apps serve as the medium that will power retail into the future. Contact Us! We can help you build your ideas. https://koombea.com/contact/
People carry their smartphones everywhere and all the time, so they are connected with the world always. To reach the mobile consumer you need to be present on their smartphones.
Everyone is talking about Mobile phone and mobile devices, and their impact on our businesses.
Some basics on how we need to respond to our customers' increased usage of Mobile devices.
Please feel free to share your thoughts, comments and questions.
This session was hosted by Digital Vidya @SMW Bangalore.
Know more here: http://socialmediaweek.org/bangalore/2015/03/05/social-media-and-mobile-made-for-each-other/
Social Media & Mobile | Made for each otherSocial Panga
Social Media and mobile go hand in hand when it comes to customer engagement for your product or service. A lack of focus in any of these fields can lead to loss of customers for you. Go through this presentation by Himanshu Arora, Co-founder social panga and make sure you have your mobile strategy in place along with your social media strategy
The need for an Omnichannel marketing strategy
A single view of the customer - A single view of the user’s lifecycle
Drive significant ROI through Omnichannel marketing – Industry examples and best practices
How AI and machine learning can boost your Omnichannel campaign performance
Discover the new and exciting ways brands and retailers are bridging the gap between online content and offline shoppers in the physical retail space. Learn how to:
- Trigger mobile activation in-store
- Deliver engaging & rewarding content for the in-store shopper
- Strategically plan across the pre-tail, retail, and post-tail experience
We'll cover best practices and real-life examples of how brands and retailers are engaging and converting in-store shoppers with mobile-first content.
The Agile Marketer's Guide to Mobile CouponsFunMobility
Give your competitors "Coupon Envy."
In 1887, Coca-Cola released the world's first ever coupon — a simple piece of paper with a printed offer. But that was a loooooong time ago.
Nowadays, there are an endless variety of cool new tools and tactics marketers can use to:
Dramatically Increase Sales
Protection against Coupon Fraud
Collect bigger & better Business Intelligence
Expand your Email/SMS Audience
This eBook provides real-world case studies and best practices for accomplishing all of this and more. Learn how top CPG brands, retailers, and QSR restaurants are winning the mobile coupon arms race, with engaging, interactive, & personalized coupons designed for a modern, mobile audience.
Includes mobile coupon campaign results from FunMobility clients including: Papa Murphy's Pizza, Ace Hardware, and Carol's Daughter.
View the full webinar at:
Get a crash course in how competitive marketers are leveraging the full capabilities of mobile to re-write the DNA of traditional coupon promotions. Go beyond static offers with fun & engaging coupons that offer:
- Games, Videos, and Multimedia
- Fraud-prevention features like animated timers and single-use coupon codes
- Event-tracking for deeper insights into your mobile audience
Learn best practices for integrating interactivity, gamification, and multi-media into your next campaign, and see real-world examples of how top brands and retailers are knocking it out of the park.
Google Analytics Training: Optimizing Mobile ContentFunMobility
If you’re looking for a fast-paced crash course in Google Analytics training, consider us your very own mobile marketing Mister Miyagi. This free webinar offers a quick & simple approach for setting up your content for optimal attribution of activity & performance across your entire campaign.
How do you attribute activity to mobile content that can be accessed anywhere?
How do you optimize marketing spend for in-store mobile engagement?
Where do you need to update message and creative for better results?
See exactly what your marketing dollars are buying you in terms of audience & engagement, and adjust your creative, messaging, and budget allocation accordingly.
A master class in mobile strategy 06 18 2015FunMobility
For consumers, mobile is at the center of modern life. It’s the engine that powers how we shop, how we socialize, how we navigate the world around us. And, for modern marketers, mobile is the beating heart pumping vitality into every consumer touch point.
This Webinar provides a strategic framework for seeing the highest return possible from your mobile audience.
Hosted by:
Michael Becker | Co-founder and Managing Partner of mCordis, prior board member Mobile Marketing Association
Adam Lavine | Founder and CEO of FunMobility, founding chair of the Mobile Coupon Standards Committee, MMA
2015 Marketer's Guide to Mobile EngagementFunMobility
“Wonderful, Godzilla-sized guide. Very practical, totally up-to-date, and remarkably free of nonsense.”
-Tomi Ahonen,vAuthor & #1 Forbes-rated mobile influencer
How many marketing campaigns have you seen where a brand pours resources into reaching the consumer — buying airtime, premium digital inventory, etc. — only to come up short at the point of engagement? No conversions, no attributable lift, no actionable data.
No follow-through.
This massive, 60-page guide provides a comprehensive framework for creating that follow-through, combining high-level strategy with real-world tactics and best practices that you can implement across your entire media mix.
We’ll show you how to turn every consumer touch point into an engine for driving:
Lead generation
Foot traffic
Lift
Actionable insights
We asked a veritable pantheon of experts, hailing from every corner of the marketing ecosystem, to join forces and share their insights and advice on the evolving role of mobile in modern marketing (spoiler: everybody agrees it's a big deal).
Get great, snackable bits of wisdom from:
CEOs
Brand marketers
Digital consultants
Journalists
Tech providers
Mobile Coupon Ad Unit Standards Initiative Backgrounder
2015 Guide to Integrating Mobile Shopper Marketing
1. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 1
|
Integrate Mobile with Shopper Marketing
2. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 2
|
Integrate Mobile with Shopper Marketing
Integrate Mobile with Shopper Marketing
Why Mobile?
• Because it already happened.
• Beyond the App
• Showrooming & Webrooming
• Cross-Channel Engagement
Current Trends & the Future of
Mobile Shopper Marketing
• iBeacon
• Near Field Communications
• Mobile Payments
Mobile in Action
• Examples
• Best Practices
• How Does Mobile Impact
My KPIs?
3. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 3
|
Integrate Mobile with Shopper Marketing
1. Why Mobile?
2. Mobile In Action
3. Trends & The Future of
Mobile Shopper Marketing
4. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 4
|
Integrate Mobile with Shopper Marketing
From the Google Shopper
Marketing Council:
• 84% of smartphone owners use their phone
to help shop while in a store
• The average shopper uses their phone for 15
minutes in-store, per visit
• Shoppers who frequently use their
smartphones in-store spend 40-50% moreSource: Google Shopper Marketing Council
Put simply,
Everyone has a smartphone, and they’re using it while they shop.
In other words, everyone in
the United States who can
afford a phone is already
using it as an integral part of
their shopping experience, to
help them make purchase
decisions.
This behavior is consistent
across all verticals, with a
significant percentage of
every consumer’s in-store
attention being focused on
his or her mobile device.
Why Mobile? Because it already happened.
5. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 5
|
Integrate Mobile with Shopper Marketing
From the Local Search
Association:
• Consumers of all ages use mobile to
help them shop; including 70% of
shoppers 54+
• The top reasons people use their
phones in-store? comparing prices
and searching for coupons
Source: Local Search Association
While younger shoppers do
rely on mobile devices more
often while shopping, it’s a
myth that older generations
don’t also regularly use their
phones while in-store.
Nearly 3/4s of seniors—the
oldest demographic—rely on
their mobile devices to assist
them with the shopping
experience.
Put simply,
Everyone has a smartphone, and they’re using it while they shop.
Why Mobile? Because it already happened.
6. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 6
|
Integrate Mobile with Shopper Marketing
“Mobile” doesn’t necessarily mean “app”
It’s a common misconception
amongst shopper marketers that
“mobile marketing” is
synonymous with “mobile apps.”
While branded mobile apps can
be extremely effective for
retailers and brands that enjoy
high-frequency, habitual
consumer interaction (Starbucks,
Target, etc.), they aren’t
necessarily an ideal investment
for everyone, nor should they
encompass any brand’s entire
mobile strategy.
If you’re only marketing to mobile
shoppers with one tactic, you’re
only reaching a fraction of your
audience, and only capturing a
fraction of their in-store mobile
attention.
• In-store engagement
• Interactive Mobile Coupons
• SMS
• Keyword specific lists
• Mobile web
• Mobile banner ads (in-app & web)
• Mobile retargeting & CRM
• Native advertising
• Geo-targeting/Geo-conquesting
• Responsive websites
• AR (Augmented Reality)
• Location finder
• Geo-alerts/notifications
• Image galleries
• Video ads
• Near Field Communications
Why Mobile? Beyond the app
7. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 7
|
Integrate Mobile with Shopper Marketing
“Webrooming":
• Consumer researches/evaluates products
online, then buys them in-store.
Evaluate the experience of a consumer who decides
to webroom for your brand:
• SEO-Optimized mobile/responsive website
• Easily-discoverable mobile incentives/coupons
• Be creative. Use interactivity & multimedia;
features unique to mobile devices.
Number of shoppers who webroom:
70%
Purchase evaluation doesn’t
necessarily happen while a
consumer is at home on their
computer.
Particularly for shoppers
who are further down the
purchase funnel, most
research is happening on
mobile—and in-store it’s all
happening on mobile.
A responsive mobile website
that’s been optimized for search
is essential, even if you don’t
offer an eCommerce presence.
Make sure that you control the
mobile space around your brand.
Remember, 70% of consumers
use online research to influence
in-store purchases—so if you’re
not providing the resource they
turn to, a competitor is.
Why Mobile? Webrooming & Showrooming
8. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 8
|
Integrate Mobile with Shopper Marketing
“Showrooming":
• Consumer researches/evaluates products in-
store, then buys them for cheaper online.
Use mobile to mitigate lost revenue from showrooming:
• Exclusive local promotions
• In-store engagement
• Loyalty rewards
• Reduced-friction purchasing
Leverage consumer aversions to online
purchases by focusing in-store marketing
materials around in-store differentiators:
• 47% don’t want to pay for shipping
• 23% don’t want to wait for delivery
• 36% believe they can negotiate a
better price in person
• 37% like that it’s easier to return items
• 46% want to physically touch the
product first
Number of shoppers who showroom:
50%
Source:
shopify.com
Why Mobile? Webrooming & Showrooming
9. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 9
|
Integrate Mobile with Shopper Marketing
Showrooming, webrooming, eCommerce, mCommerce, in-store…
To consumers, it’s all just “shopping.”
Shoppers don’t silo their behaviors across digital and brick-&-mortar spaces,
and neither should you.
Why Mobile? Webrooming & Showrooming
10. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 10
|
Integrate Mobile with Shopper Marketing
Mobile integrates
every consumer touch
point into your
shopper marketing
strategy, by providing
consumers with a
vector for accessing
any touch point while
in-store.
Why Mobile? Cross-Channel Engagement
TV & Radio
Search
Desktop Display Ads
Mobile Display Ads
Mobile App
Brand Website
SMS
Email
End Caps
On-Pack
Demos & Events
Print Ads
Twitter
Facebook
Pinterest
Instagram
Mobile is in-
store,
meaning
every touch
point is now
in-store
11. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 11
|
Integrate Mobile with Shopper Marketing
1. Why Mobile?
2. Mobile In Action
3. Trends & The Future of
Mobile Shopper Marketing
12. ® 2015 FunMobility, Inc. – Engagement at Every Touch Point 12
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Integrate Mobile with Shopper Marketing
Mobile coupons have a
redemption rate 10X that
of printed coupons.
Juniper Research 2013
Mobile coupons are probably the
simplest—but also one of the
most effective—tools at a
shopper marketer’s disposal.
Redemption rates average at
about 1000% what print
coupons see, thanks to mobile’s
added convenience, more
engaging feature set, and
intrinsically more relevant reach.
Mobile coupon circulars (seen
here) can provide a variety of
monthly incentives alongside
interactive multimedia
promotions.
Mobile in Action Mobile Coupons
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The shopper swipes to explore & redeem a
variety of interactive mobile promotions, save
or share them with friends, & access map
directions to participating locations.
Bi-monthly SMS Messages are
sent out to the brand’s entire
mobile audience
The shopper sends a simple text
message, automatically opting-in
to receive mobile offers
How it works:
Mobile in Action Mobile Coupons
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Case Studies
Mobile Coupon Circular CPG On-Pack In-Store Engagement
Mobile in Action Examples
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• Content & offers relevant to local
consumer needs
• Creative execution
• Features & functionality only
possible on mobile
Strategic Content Marketing
Results:
745% ROI for August, 2014
Retail:
Dale Hardware targeted their
audience with themed, locally-
relevant content linked to
promotional offers.
With California residents
suffering from a historically
severe draught, Dale
Hardware engaged shoppers
with a diverse multimedia
mobile coupon circular,
specially designed to help
shoppers preserve water.
Dale provided their mobile
audience with how-to videos
& tips & tricks, which in turn
linked to mobile coupons for
the featured products.
Mobile in Action Dale Hardware “Drought Alert” Mobile Promotion
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• Leverage on-pack media for mobile engagement
• Differentiate your brand in-aisle/on the shelf
• Re-target a relevant audience with SMS
Results:
In just 4 weeks, the client’s CPE (cost per engagement)
was cut in half
CPG:
On-pack & print materials can
be enhanced to provide
mobile in-store engagement
through texting keywords, QR
codes, Augmented Reality, &
near field communications.
Chiquita Bananas created a
mobile-optimized recipe
contest to drive brand value
on a national level.
By integrating mobile calls-to-
action across every shopper
touch point, FunMobility
reduced the cost of Chiquita’s
chief KPI for this campaign
(unique users engaging with
the recipe contest) by half.
Mobile in Action Chiquita “Cooking Lab” Recipe Contest
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BRANCHING QUIZ
• Deliver hyper-relevant, personalized offers
• Directly assists the shopper with purchase
decision while in-store or in-app
• Shoppers who cite positive brand view can
be linked to popular product review sites
• Shoppers who cite negative brand view can
be offered additional incentives for future
purchase
• Collect custom data on different shopper
segments for market research
Results:
45% coupon redemption rate
In-Store Engagement:
In-store features like endcaps,
shopping baskets, & print
circulars are the perfect
context to include a mobile
call to action & engage the
shopper with your brand.
For beauty products retailer/
manufacturer Carol’s
Daughter, FunMobility created
a branching mobile quiz that
promised to help shoppers
find their “perfect hair care
product.”
Not only did this solution
provide valuable audience
insights, but the personalized
coupons available at the end
of the quiz had nearly 5x
better redemption.
Mobile in Action Carol’s Daughter “Hair Care Quiz” Product Promotion
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" Encourage a repeat visit by building it into the offer.
For example, "Buy product X and get 20% off any item on your
next visit to the store."
" Build a mobile database.
Incentivize shoppers to sign up for ongoing SMS engagement
" Create urgency.
Use condensed redemption windows & visual cues, like a countdown
" Communicate offers clearly.
Messages should be short, enticing, and simple
Best Practices Mobile Coupons
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Be Respectful of your
shoppers’ typical daily schedule.
(pay attention to opt outs)Avoid long codes
with no directions:
Identify yourself in the
actual message
Shoppers see only your short
code number as the sender.
Segment by time zone to
make sure you reach everyone at
the optimal time of day
Best Practices SMS
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Mobile in Action Create a Mobile Strategy
Inspiration stage: Deliver helpful & emotionally engaging mobile content
• Social Media
• Owned Media (mobile website)
Transaction stage: Drive conversions/upsell at POS with money-saving offers
• In-Store
• mCommerce
Post-Transaction: Retarget with relevant content to drive advocacy and additional
conversions by incentivizing return visits
• Engagement SMS/Push Notifications
• Email
• Incentivized Social Sharing
Your mobile strategy should tell a compelling brand story along the entire purchase journey:
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How does mobile impact my KPIs?
1. Driving Foot Traffic
2. Audience Segmentation
3. POS Conversions
4. Increased Frequency of Revisits
5. Brand Advocacy
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How does mobile impact my KPIs? Driving Foot Traffic
" Geo-Targeting/Geo-Conquesting Mobile Ad campaigns
" Store Finder
" Geo-Alerts
" Re-Targeting
" Social Share
Toyota claims a 45% lift in foot traffic via
consumers who were served a mobile ad at
competing lots, compared to those who did
not receive one.
Source:
AdWeek
Unlike desktop ads, which can
only be locally targeted by IP
address, geo-targeted mobile
ads can reach customers
within a pre-determined
custom geo-fenced area,
using latitude & longitude.
This means shoppers can be
served targeted mobile ads
while in and around your store
– or a competitor’s.
It also means that your
competitors can advertise to
shoppers while they are
physically in your store.
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How does mobile impact my KPIs? Audience Segmentation
" SMS Engagement - Segment by keyword
" Eagle Eye (activity at a local level)
" Time of day (at home/work?)
" Reference against local demographic data
(residential & commercial)
*in thousands
Retailers & brands with
multiple products, or products
that serve a diverse audience,
may not wish to target the
same promotions to their
entire list.
An easy solution for in-store
audience segmentation is to
use separate SMS programs
triggered with different text
keywords.
Geographic reporting, made
possible with features like
FunMobility’s “Eagle Eye,”
provides a map of audience
engagement hotspots that
can be cross-referenced
against local demographic
data for a complete picture of
your mobile audience.
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How does mobile impact my KPIs? POS Conversions
" Mobile coupon redemptions rates are
10x that of print coupons
" Digital rewards can help differentiate
in-aisle
" In-Store Engagement streamlines the
consideration process by delivering
personalized content to the shopper’s
mobile device
% of mobile searches
resulting in a local brick &
mortar purchase
Source:
Comscore
Consumers who shop across
in-store, mobile, & online
channels are expected to
spend 66% more on gifts than
those shopping in-store only.
Average projected gift spend
for the holiday season, 2014:
$592 for mobile shoppers
vs.
$357 for in-store only
shoppers
74% of shoppers say that they
will be influenced by mobile
coupons/promotions this
holiday season.
Source:
Deloi8e
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How does mobile impact my KPIs? Increased Frequency of Revisits
" Mobile Retargeting via SMS/Push
" Timed coupons to drive urgency
" Rewards-based Loyalty Apps
Average annual increase in revisits for
mobile-engaged shoppers:
25%
SMS open rates range from
95%-97%, usually within 3
minutes of being delivered.
The average CTR (click through
rate) across all our clients’ SMS
campaigns is 36%.
Taken together, this means
virtually everyone who opts in
to receive engagement SMS will
open them, and one in three
will click through to a deeper
mobile engagement page,
incentivizing a return store visit.
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How does mobile impact my KPIs? Brand Advocacy
" Encourage Social Share (“Show & Tell”)
" Branching surveys link to review sites like Yelp
" Emotionally-engaging experiences
" Games
Mobile-first features and
functionality like the touch screen,
camera, & gyroscope enable deeply
interactive brand experiences in a
personal context.
An often-overlooked but extremely
simple way to promote advocacy is
to include a prominent “share”
button with every promotion, which
provides a measure of control over
how social share is executed.
…their future mobile brand engagement
activity increases by 300%
If the shopper is served an emotionally
engaging mobile experience…
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1. Why Mobile?
2. Mobile In Action
3. Trends & The Future of
Mobile Shopper Marketing
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Trends & the future of mobile shopper marketing iBeacon
iBeacon is:
• Bluetooth software that allows shopper marketers to trigger
push notifications based on region or range
• Provide hyper-relevant in-store engagement
• Solves problems of poor in-store mobile reception
Current range of beacon transmitters:
• Max 450 meters from device
Obstacles to widespread adoption:
• Shoppers must take the initiative
Phones must have a beacon-using app running, turn on Bluetooth,
accept location services on the relevant app, & agree to receive in-
store or indoor notifications
• Competition
Remember VHS and Betamax?
“18% percent of marketers said they are using beacons
today in tests or active deployment and that rate is going
to double in 2015.” - Ray Pun, strategic marketing
manager, Adobe Mobile Solutions.
“Less than 1% of the 3.6 million retail stores in the U.S.
make use of iBeacon.” - Mark Hung, Gartner analyst
But are your competitors using it?
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Trends & the future of mobile shopper marketing Near Field Communications
NFC allows shopper marketers to create:
• Proximity-triggered mobile events, either from a trigger
point or from the user’s device
Range:
• Within a few inches
Primary uses:
• In-store mobile engagement through the use of “smart” signage
• Storing & scanning mobile coupons
• Mobile payments
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Trends & the future of mobile shopper marketing Mobile Payments
Apple Pay/Google Wallet
• Uses NFC for a streamlined “Tap to Pay” experience
• Downsides:
• Adoption hampered by retail consortium black listing
• Not all devices are NFC-compatible, even iOS devices
older than the iPhone 6 are not compatible
Current C
• Uses QR codes at checkout, bypasses credit card fees
• Downsides:
• Security concerns – recently hacked
• Clunky user experience
In-App, In-Store
• Eliminates physical checkout altogether, shopper completes
purchase entirely in-app
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Integrate Mobile with Shopper Marketing
FunMobility powers measurable mobile connections between brand
& audience
Partners & clients include Walmart, Chiquita, 3M, and Burger King,
who leverage FunMobility’s award-winning Mobile Engagement
Platform to execute marketing strategies that generate measurable
ROI and actionable insights.
FunMobility’s rich media creation, promotion, and data capabilities
enable full-funnel engagement and attribution for all audience
activity across paid, owned, in-store, and social media.
About Us
For additional information, contact us:
Funmobility.com
(855)75-MOBILE
marketing@funmobility.com
How well are you reaching your mobile audience?