This document discusses how brands can influence shopping trips through mobile devices. It finds that 50% of Americans will have smartphones by January, and these are becoming the most important shopping partners. However, while most marketers plan to increase mobile marketing, few rate their efforts as successful. Research with heavy mobile shoppers found that retailer websites lack enough brand details, while brand sites provide more value. The document suggests brands partner with retailers to provide rich content like videos, reviews and coupons on mobile to enhance the shopping experience. Different categories require different mobile solutions based on shopper needs.

1. Brand in Hand:
How Brands can Influence the Shopping Trip
Molly Garris, Digital Strategy Director,
Leo Burnett and Arc Worldwide

2. 50 %
will have a Smartphone
by January
Source: US Smartphone Penetration and Projections, The Nielsen
Company

3. In highly considered
categories, we see
people
casually
browsing
products
just because they can.

4. In low-involvement
categories,
Smartphone owners
now have the ability to
learn more,
find deals and
compare
options.

5. +
The phone is quickly becoming America’s
MOST IMPORTANT SHOPPING
PARTNER

6. Most marketers say they Yet, few marketers rate
will utilize and their efforts as
increase mobile "extremely" or "very"
marketing in 2011. successful.
% %
88 25
Source: Association of National Advertisers and the Mobile Marketing Association, 2010

7. There is a gap between INTENT to
execute and INSIGHTS to execute

8. The Research

9. Mobile
Shopping

10. Quantitative Research
1800
Mobile Phone Owners
Online Survey
18-64 Sept. 2010

11. Qualitative Research
30
Heavy & High Webcam & Flip cam
/Experience Narratives /
Potential Shopalongs
Mobile Shoppers
Appliances / Apparel /
Nov. 2010 Dining / Groceries /
General Shopping

12. Information found on
retailer sites
isn’t enough
Visit retailer website Visit manufacturer website
91% 79%
31%
21%
Heavy Mobile Shoppers Light Mobile Shoppers Heavy Mobile Shoppers Light Mobile Shoppers

13. The website The information
seems more like an
does not seem to advertisement.
provide details.

14. The shopping experience may be
sub-optimized
if retailers don’t utilize
the depth of information and
richness of experience that
brands have to offer.

15. Retailer Brand

16. A Macy’s shopper will
see basic information
about the TAG Heuer
watch collection.
However, a shopper
must visit the TAG
Heuer mobile site to
get specific details and
understand the
benefits of this
luxurious watch.

17. With higher
involvement
categories,
mobile has to add value by
enhancing the in-store
experience.

18. Home Depot accommodates the DIY’er with
everyday tools but allows brands like Glidden
and Titan to educate with Product Demo Videos

19. Price comparison apps can provide more than
just a great deal. Brands can now add upload
product photos, videos and feature details.
Samsung even bought placement on
ShopSavvy. When shoppers scanned an iPad2,
which then drove shoppers to buy a Galaxy Tab
at Best Buy.

20. Sephora sprinkles customer review tags around the store on select
products, driving shoppers to read more on their mobile website.
Additionally, How-To Videos for brands like Kat Von Dee and a Try It On
tool for OPI nail polish can be found on their mobile app.

21. Understandably,
shoppers
may not be
interested in
product selection,
how-to’s and price
comparison tools
for your brand.

22. With low involvement
categories,
mobile has to deliver
exponential value.

23. Target allows its Guests to redeem
mobile coupons at checkout.
Shoppers opt in to the program on
Target.com, receive weekly text
messages with a link to a mobile
website that displays all of the
participating offers and the coupon
bar code.
The phone is scanned at checkout
and shoppers watch the savings
come off of their bill automatically.
http://sites.target.com/site/en/spot/page.jsp?title=text_alerts

24. Kraft’s iFood Assistant
not only helps shoppers
locate recipes and
manage their shopping
list, but the app also
integrates with grocers’
loyalty cards to deliver
mobile coupons via
loyalty card swipe.

25. Kingsford and Costco
partnered to provide all
things Backyard BBQ.
Their co-branded web
section includes:
- Grilling videos and how-
to’s,
- Grilling tips and tricks,
- Recipes and
- BBQ music on Pandora
radio.

26. While retailers should
lead with
infrastructure,
Brands must support retailers
with rich content, offers and
shopping tools.

27. Based on how shopping differs
by brand category, there is not
a one size fits all solution.

28. Every category has a unique imprint
of relevant mobile activities.
Restaurants Apparel Appliance CPG

29. There is a range of
activity
relevance

30. The various mobile
shopping
activities can
be mapped on
this range of
relevance

31. A strong
mobile
presence is
more important
than ever.

32. The Approach to your Brand in Hand
Start by understanding
your shopper
Prioritize needs Restaurants Appliance CPG
Apparel
based on category Consumer
Needs
Leverage partnerships
to develop and
promote strategic
solutions

33. THANK YOU
THANK YOU
Molly Garris
Digital Strategy Director,
Arc Worldwide
Molly.Garris@arcww.com
@girliefromthed