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Retail mobile intelligence
Mobile intelligence will reshape retail by enabling targeted mobile offers and coupons. Consumer shopping behavior is increasingly mobile, with 68% of UK smartphone owners using their devices to research products. Retailers can now connect digital user data to physical purchases by offering mobile coupons that drive customers to stores. This allows retailers to better target offers, understand redemptions, and tailor future strategies based on mobile intelligence about customers' browsing, purchase, and location histories.
Retail mobile intelligence
- 1. How mobile intelligencewill change the face of retailing Andy Smith Client Services Director Eagle Eye Solutions
- 2. Retailers already useintelligence
- 3. Slow to acton some intelligence? Consumer behavior has changed 68% of UK smartphone owners use it to help with shopping Inspiration evaluate products
- 4. And continues tochange U SA % mobile coupon users emarketer Aug 2011 2010 2011 2012 2013 % adult mobile 6.5 9.5 13.5 16.5 % smartphone 13 19 26.5 31 800% YOY increase in queries for coupons, vouchers & offers!
- 5. Mobile Data =intelligence that will re-shape retailing! MESSAGES Text 6754 For your free newspaper
- 6. Mobile Data =intelligence that will re-shape retailing MESSAGES Text 6754 For your free newspaper Promises! Promises!
- 7. Never been ableto connect digital data to trolley … .Until now!
- 8. The Customer journeyOffer targeted in Media Request, then receive mobile voucher by SMS Choose product in store Coupons redeemed at PoS Data informs future strategy Request voucher On Mobile site Enter No. 05564094929 MESSAGES £1 ASDA Coupon PIN 1234567 Farleys Rusks
- 9. Customer benefits Requestvoucher On Mobile site Enter No. 05564094929 MESSAGES £5 Blockbuster Coupon PIN 1234567 Better targeted, stronger offers Pull not push of offer Quick, easy & intuitive to redeem Engaging with brand through a device they love
- 10. Business benefits Requestvoucher On Mobile site Enter No. 05564094929 Offer drives customer to a POS transaction Existing technology, quick & easy to implement, minimal staff input Cost saving Works Now! NFC future - proofed MESSAGES £5 Blockbuster Coupon PIN 1234567
- 11. Data means knowledgeRequest voucher On Mobile site Enter No. 05564094929 MESSAGES £5 Blockbuster Coupon PIN 1234567 Using the redemption data drives knowledge Better targeting & timing with less wastag e DATA
- 12. Intelligence about redemptionTraffic Basket Discount 3 rd party Value Added REDEMPTION Chip + Pin/NFC Secure Unique Digital Reconciliation Existing Tech Immediate TAILORED OFFERS MOBILE DEVICES MOBILE INTELLIGENCE DIGITAL MEDIA ACTIVITY E-MAIL SMS BROWSER APP QR
- 13. Intelligence – abouttime & location E-MAIL SMS BROWSER APP QR Pre - Visit Traffic Basket Discount 3 rd party Value Added In - Store Post REDEMPTION Chip + Pin/NFC Secure Unique Digital Reconciliation Existing Tech Immediate TAILORED OFFERS MOBILE DEVICES MOBILE INTELLIGENCE DIGITAL MEDIA ACTIVITY LOCATION IN - STORE WIFI + NFC POS / POSTERS SEARCH + DISCOVERY
- 14. Intelligence about allmedia E-MAIL SMS BROWSER APP QR Pre - Visit Traffic Basket Discount 3 rd party Value Added In - Store Post REDEMPTION Chip + Pin/NFC Secure Unique Digital Reconciliation Existing Tech Immediate TAILORED OFFERS MOBILE DEVICES MOBILE INTELLIGENCE DIGITAL MEDIA ACTIVITY TRADITIONAL MEDIA CHANNELS
- 15. Intelligence about loyaltyPre - Visit Traffic Basket Discount 3 rd party Value Added In - Store Post Loyalty Cards Digital Wallets REDEMPTION Chip + Pin/NFC Secure Unique Digital Reconciliation Existing Tech Immediate TAILORED OFFERS MOBILE DEVICES MOBILE INTELLIGENCE CRM
- 16. Mobile Intelligence willchange face of retailing! E-MAIL SMS BROWSER APP QR E-MAIL SMS BROWSER APP QR Pre - Visit Traffic Basket Discount 3 rd party Value Added In - Store Post Loyalty Cards Digital Wallets Secure Unique Digital Reconciliation Existing Tech Immediate TAILORED OFFERS MOBILE DEVICES MOBILE INTELLIGENCE DIGITAL MEDIA ACTIVITY LOCATION IN - STORE WIFI + NFC POS / POSTERS SEARCH + DISCOVERY CRM TRADITIONAL MEDIA CHANNELS REDEMPTION Chip + Pin/NFC
- 17. Thanks forlistening Stay in touch... Andy Smith – Client Services Director +44 7794 092553 Twitter:@4ndy5mith
Editor's Notes
- #3 1974 – Wrigley’s Juicy fruit first product bought by being bar-code scanned 1990 – Walmart stores POS data systematically 1992 – Retail Link : supplier extranet Translation of sales history Moving from standard reporting to data mining – underlying insights problematic, forecasting behaviour eg Pricing & listings 1995 - Loyalty schemes Data led to insights– Tesco & Dunnhumby Tesco from 2 nd largest retailer in UK to 2 nd largest in world Price and promotion a hot topic and mobile will have an important role Planet Retail 2011 - www.planetretail.net
- #4 28% use them to look for inspiration 15% use a phone to valuate products Smartphone growth 50% YOY Soon 50% viewing retail business site on mobile 13% of all retail queries are mobile
- #5 Coupons not as huge in UK as US but indicator as % of population but that is about to change Economics and coupons are now cool Vouchers paper to mobile 3:1 So there appears to be some strong indicators of changing behaviour but how do we track it and use it to forecast and influence retail behaviour – What data can we use
- #6 Personal Opted in SMS CRM / loyalty data Apps Generic Mobile analytics Location, Geofencing Mobile search & display
- #7 Personal Opted in SMS CRM / loyalty data Apps Generic Mobile analytics Location, Geofencing Mobile search & display
- #12 So if the power of mobile data is the concept how does this build into a form of intelligence that will transform retailing. Above represents what we can do today Today I want to share a vision of where I think it can go. Without requiring big investments and subtle use of intelligence that is easy to grab and the mechanisms for turning into informed action already in place.
- #13 Digital media to generate coupon requests Owned database SMS, app or mobile site own or third party apps and sites eg Social Mobile networks giving scale and targeting Email as part of a dialogue QR codes in store/on product in analogue media Tailored offers not just discounts, already part of marketing armory The redemption is as I’ve just described with a checklist of benefits Immediate being hugely important in context of how this intelligence can be used live to drive local promotional activity Food and beverage retailer rocking in reading sluggish in Slough, turn up your couponing activity where its needed where it works best.
- #14 Add time and location and you add intelligence
- #15 Trad Media is part of the equation and is not excluded from how it connects from mobile to add intelligene Makes some media interactive and measurable to PoS action for the first time
- #16 CRM investment is where a lot of intelligence already resides. It makes sense to connect it to mobile The output can be in descrete offers Could also be tailoring offers to individual offer preferences. If Andy always responds to a free glass of wine offer but never a two for one, he might be a sad individual but at least you know how to make him happy But we can expect the mobile device to have a greater role as digital wallets and loyalty cards play a greater part on the mobile But when it comes to redemption of coupons you still need the device to deliver it and of course that is something that EES has
- #17 But when you add all the pieces up and see all the connections coming into play I can say with confidence that MI will change the face of retailing!