Brick, Click, Social & Mobile
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Key trends in consumer retail behaviour and a framework how to address them. What is happening at the intersection of in-store, ecommerce, mobile and social? 3 cyber consumer features - Connected, Tribal and In a Rush, 5 pains - physical blindness, information overload, choice overload, being part of the tribe and friction burns. 5 balms - tangibility, relevance, filters, tribal channels and frictionless user experiences. Talk given at Cogent Elliott in Birmingham.
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Brick, Click, Social & Mobile
- 1. BRICK, CLICK, SOC IAL & MOBILE THE RISE OF THE CYBER CONSUMER Toby Beresford @tobyberesford Sep 26th 2013 Cogent Elliott
- 2. LOOK CLOSELY AT THIS SHOPPER
- 4. WE ARE ALL CYBERMEN NOW
- 6. CYBER CONSUMERS GO SHOPPING WITH All the world’s information All the world’s news All the world’s shops All their friends
- 8. TOMORROW MEDIATED BY WEARABLE TECH
- 9. TRADING WITH CYBER MEN SO WHAT DO WE DO ABOUT IT?
- 10. CYBER FEATURES WHAT ARE THEY LIKE?
- 11. CONNECTED
- 12. TRIBAL
- 13. IN A RUSH
- 14. CYBER PAINS CYBER PEOPLE HAVE ISSUES TOO
- 16. CHOICE OVERLOAD
- 17. FRICTION BURNS
- 19. KEEPING IN WITH THE TRIBE
- 20. BE MORE CYBER
- 21. BE LIKE THEM CYBER SHOPPER Product spec In-store price Market price comparison Expert advice and reviews Social feedback Latest news CYBER STORE STAFF??? Product Spec In-store price …. … …
- 23. TALK IN THEIR CHANNELS What I cyber think Facebook Feed Mobile & SMS Apps Blogs Online Communities Other social media channels TV & Film Above the line advertising Direct advertising Google Youtube Shop Window
- 24. SPEND ON THEM In the US Digital Marketing averages 2.5% of revenue (Gartner 2013) P&G now allocates 35% of marketing spend to digital (AdAge) Most retailers think 30-40% is the ceiling for ecommerce. (JDA.com) It currently stands at around 11%. M-commerce conversion rates jumped from 1.27% to 2.03% in the year to June 2013 (internetretailing.net)
- 25. GRAB THEIR HOME SCREEN
- 26. CYBER BALM SOLVING THE PAINS OF THE CYBER CONSUMER
- 27. BE RELEVANT INFORMATION OVERLOAD BALM
- 29. PERMISSION GRANTED! ALLOW PUSH NOTIFICATIONS
- 30. GEO TARGET ADS
- 32. CONTEXT + PUSH + GEO + OFFER
- 34. DATA DRIVEN
- 35. FILTER FOR VICTORY CHOICE OVERLOAD BALM
- 36. REVIEW FILTER
- 38. EXPERT FILTER
- 39. BLOGGER FILTER
- 40. FRIEND FILTER
- 41. Q&A FILTER
- 42. PRICE FILTER
- 46. TRUST SHORTCUTS
- 47. BUNDLES OF JOY
- 49. I KNOW IT’S URGENT!
- 51. POP UP STORES
- 52. LIVE EXPERIENCE
- 56. A LITTLE ADDED VALUE GOES A LONG WAY
- 57. BEING PART OF THE TRIBE BELONGING BALM
- 59. TRIBAL CHANNELS ON TUMBLR From terriblerealestateagentphotos.tumblr.com
- 61. TRIBAL TAG FOR THE #WIN
- 62. TAG DRIVEN APPS
- 63. MOBILE LOYALTY
- 64. SOCIAL LOYALTY
- 65. GAMIFIED LOYALTY
Editor's Notes
- Is this the best cream?Is this the best price?Ask friends Should I buy this?
- Our choices define our tribe
- Too much information is difficult to process it needs to be provide in CONTEXT
- With all this technology we have reliability problems
- It’s hard buying stuff online especially when you don’t the size
- More friends increased breadth of product / lifestyle role modelsFacebook drives peer pressure in a post local world
- Do our staff have access to the same internet that our shoppers do
- We control less than what we influence
- Same issues, different priorities – TV & Film is still important but not as important.
- Own the real estate
- If I’m going to fight a bigger monster, I’ll need a better shield
- Text message offering me 10% off at Dixons retail in Galaxy
- Haven Lakeland versus the other placeHow just a couple of Google reviews trumped a slick websites
- In retail finance money saving expert is the go to place.
- Mobile quick Q&A? MMS a photo to friends – texting photo of shoes to wifeMyShopanion
- Think of an interesting question on quoraQ&A
- 1 800 flowers based on facebook credit check – two clicks Affirm
- 85% of easyjet mobile purchases for next day
- Internet retailers open pop up stores
- Consumer’s have unlimited information in the palm of their hands. This changes the way they buy.
- Look at GLimpse
- Storiesmatter – they help us connect with the products
- We can always bring it back to the storeGlasses Direct – got my PD Jeff Banks who he. Now I’m hestonblumenthals. Little tightening
- Stipple lets you tag photos
- NOW! - What’s happening now based on instagram near you, schenergle
- Check tamara’s o2 prioirtyprezzie