The Connected Consumer

•

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A brief overview of the Connected Consumer and how digital signage and interactive technology impacts the Consumer's experience.

Marketing Business Technology

The!
Connected!
Consumer
Understanding the Connected Consumer, and how digital
engagement can enhance the experience and the bottom line.

Me
• 1998: Major League Baseball / NFL
• 2005: Best Buy
• 2009: Consulting
• 2012: Pro-Motion Technology Group
• 2013: Digital Screenmedia Association
@paulflanigan
@idigscreenmedia

The Trusted Authority in!
Connected Digital Solutions
700 Members • 45 Countries

What I’m Going To Talk About
Who is the connected consumer?
What does connecting look like?
What can you do to connect?

This is NOT about “retail.”!
This is NOT about a product.!
This is about connectivity.!
This is about an experience.!
This is about a solution.

2013: 6.8 Billion Mobile Cellular Subscriptions
2020: 75 Billion Connected Devices
Sources: MobiThinking, Business Insider

147
(35%)
113
(27%)
108
(26%)
50
(12%)
Minutes/Day
A typical multiscreen
user spends !
2 hours and 10
minutes each day !
watching TV while
simultaneously !
using a second
device. !
How much time do we spend on devices?
0
40
80
120
160
Smartphone TV Laptop Tablet
147
17
113
30
108
39
50
20
Sources: Google, MillWard Brown

45%
Prefer a cross channel
combination of online,
mobile, and
in-store shopping
Source: Gigya

In-store,
online,
mobile
In-store
Comparison of money spent between single and multichannel users.
The average in-store, online and mobile shopper spends!
six times more than the average store-only shopper.!
Source: Mobile Commerce Daily

73%
Prefer to do business with
retailers who use personal
information to make their
shopping more relevant.
Source: Gigya

89%
Of money still spent
in the store vs online.
Source: Ofﬁce of National Statistics/Jan 2014

!
The customer may not be always right,!
but the customer is right now.!

ShareSatisfyBuyConsiderAware
Online
TV
DOOH
Online Mobile Mobile
Digital Signage
Mobile
Online Online
The Customer Relationship Lifecycle

Customer driven, non-commercial origination
Two Kinds of Data
Passive Data
Active Data
Venue driven, commercial origination
Transactional Data, Touch screen, QR Code, iBeacon
Contact Data, Marketing Data, 3rd Party Data, RSS, news, weather, stocks, etc.

The Customer Relationship
Data Lifecycle

Allcare Inala Medical Centre - Australia
• System queries records of waiting room patients.
• Plays content relative to nationality (language), age, and illness.
!
RESULTS
• Increase of patient awareness on illnesses.
• Increase of discussion with GPs regarding visit.
• Increase in Vietnamese patient visits.

Time Warner Flagship Store - New York City

You are competing for!
attention, relevance,!
and differentiation.!

Marketing Merchandising Store Operations
Financial Services Customer Service Vendors
IT Supply Chain Facilities
Bring everyone
to the table.

The venue is the
amusement
park.
!
!
The product
is the souvenir.

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The Connected Consumer

1. The! Connected! Consumer Understanding the Connected Consumer, and how digital engagement can enhance the experience and the bottom line.

2. Me • 1998: Major League Baseball / NFL • 2005: Best Buy • 2009: Consulting • 2012: Pro-Motion Technology Group • 2013: Digital Screenmedia Association @paulflanigan @idigscreenmedia

3. The Trusted Authority in! Connected Digital Solutions 700 Members • 45 Countries

4. What I’m Going To Talk About Who is the connected consumer? What does connecting look like? What can you do to connect?

5. This is NOT about “retail.”! This is NOT about a product.! This is about connectivity.! This is about an experience.! This is about a solution.

6. Everyone is connected.

7. Dr. Martin Cooper

8. 2013: 6.8 Billion Mobile Cellular Subscriptions 2020: 75 Billion Connected Devices Sources: MobiThinking, Business Insider

9. Who is the Connected Consumer?

10. 147 (35%) 113 (27%) 108 (26%) 50 (12%) Minutes/Day A typical multiscreen user spends ! 2 hours and 10 minutes each day ! watching TV while simultaneously ! using a second device. ! How much time do we spend on devices? 0 40 80 120 160 Smartphone TV Laptop Tablet 147 17 113 30 108 39 50 20 Sources: Google, MillWard Brown

11. 70% Trust product/brand recommendations from friends/family. Source: Forrester

12. 45% Prefer a cross channel combination of online, mobile, and in-store shopping Source: Gigya

13. In-store, online, mobile In-store Comparison of money spent between single and multichannel users. The average in-store, online and mobile shopper spends! six times more than the average store-only shopper.! Source: Mobile Commerce Daily

14. 73% Prefer to do business with retailers who use personal information to make their shopping more relevant. Source: Gigya

15. 89% Of money still spent in the store vs online. Source: Ofﬁce of National Statistics/Jan 2014

16. ! The customer may not be always right,! but the customer is right now.!

17. What does connecting look like?

18. ShareSatisfyBuyConsiderAware Online TV DOOH Online Mobile Mobile Digital Signage Mobile Online Online The Customer Relationship Lifecycle

19.

20.

21. Customer driven, non-commercial origination Two Kinds of Data Passive Data Active Data Venue driven, commercial origination Transactional Data, Touch screen, QR Code, iBeacon Contact Data, Marketing Data, 3rd Party Data, RSS, news, weather, stocks, etc.

22. The Customer Relationship Data Lifecycle

23. From one-to-many to one-to-one

24. Whisky Lift & Learn

25. Allcare Inala Medical Centre - Australia • System queries records of waiting room patients. • Plays content relative to nationality (language), age, and illness. ! RESULTS • Increase of patient awareness on illnesses. • Increase of discussion with GPs regarding visit. • Increase in Vietnamese patient visits.

26. Time Warner Flagship Store - New York City

27. What can you do?

28. You are competing for! attention, relevance,! and differentiation.!

29. Begin with the end.

30. Walk in your client’s shoes

31. Integration. Adaptation.

32. Focus on provable metrics.

33. Marketing Merchandising Store Operations Financial Services Customer Service Vendors IT Supply Chain Facilities Bring everyone to the table.

34. Be the customer.

35. The venue is the amusement park. ! ! The product is the souvenir.

36. Thank you.