The document discusses the significance of mobile retail strategies in enhancing customer engagement and improving brand loyalty through personalized marketing. It highlights trends such as reinventing loyalty programs and the importance of location-based services to drive in-store traffic and customer retention. Additionally, it provides case studies demonstrating the effectiveness of mobile strategies in major retail operations like Walmart and Macy's.

1. Why a mobile retail strategy?
Customer engagement in-store
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2. Mobile: the Relationship Personal Media
“As the consumer attention shifts to the screens held in the hand, logic therefore
dictates that advertisers also spend their efforts where their consumers are: the
mobile channel.
how can marketers keep up and win new customers, keep existing ones loyal and
increase engagement and grow commitment to the brand? The answer, not
surprisingly, is being where the customer is. The mobile.
In a multi-channel world where consumers carry their phones with them every
moment of their waking lives, there exists a tremendous opportunity for brands to
engage in a dialogue with their consumers in a way that is personal, relevant and
most importantly valuable”.
Mobile: The Relationship Channel (version 4.4) - MMA
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3. Is Mobile Direct?
• Mobile can be used as a mass media
but
– What can be more personal?
– What can be more direct?
• What a great opportunity to deliver
relevant information when and where a
customer or prospect wants it
– It’s always there
– Its closer then your wallet
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4. Mobile Marketing
• People have a highly personal
relationship with their devices
• Can move seamlessly between on-line
and off-line worlds
• Device is always on and always close
• Available at the precide moment of
consumer impulse
• Customers decide how and when to
interact
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5. Agenda
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6. Agenda
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7. Why a mobile retail strategy ?
• Drive traffic to your stores locations through mobile discovery
• Use mobile coupons to drive repeat visits
• Increase cart size and revenue per visit
• Continue to engage your customers and keep your brand top
of mind after the store visit
• Use mobile coupons, loyalty rewards to drive customer
retention
• Identify and nurture brand evangelists through mobile social
media
Source: http://www.funmobility.com
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8. Why a mobile strategy is an omnichannel strategy ?
Agenda
Start with the customer benefit
Social media
• Ratings and reviews
• On-site search terms
• Popular site and email content
• Those closest to the customer – sales and customer service.
Reward cross-promotion.
• Get input from channel experts on how best to convey the
customer value proposition via their medium.
• Require cooperation and reward synergy [ a Twitter chat
promoted via SMS, a Facebook tab for email opt-in, a home page
feature on an app update ]
Connect the dots. Consider the customer data that can be gathered via each channel and
aggregated to build a cross-channel profile.
Eliminate friction allow customers to find you and interact
with you on any channel..
Source: www.mobilecommercedaily.com/why-a-mobile-strategy-is-an-omnichannel-strategy
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9. Trends for 2014
Trend #1: Reinventing the Loyalty Program: Opt-in in:mobile applications allow you to provide a unique
and customized customer experience based off of your loyal
customers’ purchase behavior and history.
Trend #2: Revitalizing the Brick-andMortar Store
the industry’s most innovate brands and retailers who offer
unique in-store experiences, combined with omnichannel
capabilities, will succeed.
Revitalize the brick-and-mortar store by creating actionable
mobile campaigns that promote in-store customer
engagement by sending personalized and exciting 1:1
consumer messages announcing new products or promotions.
Leveraging the contextual relevance of the mobile device will
allow you to reach your most valuable customers with highly
targeted content and campaigns at multiple touch points
throughout their day.
Trend #3: Revisiting Mobile Analytics
Shopper data can then be used to analyze the actual impact of
your campaigns on your customer’s path to purchase. Mobile
analytics provide a comprehensive view into tracking shopping
behavior and trends that will eventually be used guide the
direction and success of your future mobile marketing efforts.
Source: http://www.themobileretailblog.com/featured/3-mobile-marketing-trends-toemerge-in-2014/?utm_medium=referral&utm_source=pulsenews
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10. Revitalizing the Brick-and-Mortar Store
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11. How mobile changed bricks-and-mortar shopping
Agenda
If anything, mobile’s immersion in our everyday lives actually provides retailers a
valuable opportunity to embrace mobile as an asset and use it to foster the biggest
advantage a bricks-and-mortar store has to offer: personalized, superior-level customer
service.
These retailers can also use mobile to their advantage.
Here are three ways are bringing success to bricks-and-mortar locations:
http://www.mobilecommercedaily.com/how-mobile-changed-bricks-and-mortar-shopping-–-for-better-or-worse
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12. How mobile changed bricks-and-mortar shopping
1) Social retailing. Some stores have found ways to make
in-store shopping a more social experience and connect it
to a consumer’s digital world.
2) In-store pickup. One way to provide efficiency and utility to
a consumer’s life is by allowing her to make purchases online
while at the office or pick-up in store.
3) Just-in-time advertising. Once a customer
enters the store, whether to showroom or shop,
mobile gives retailers a way to keep her there.
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13. Brick and Mortar Retailers:
key drivers to leverage
in-store retention
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14. Agenda
Mobile Influences and Disrupts Shopping Behaviour
Mobile is rapidly changing the
customer’s traditional purchase
journey and massively
disrupting our shopping
patterns.
Consumers in pursuit of value
are being driven to research
and browse the best possible
offer at the very beginning of
their purchase journey.
M.A.R.C and Google Shopper Council research.
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15. A N D R E A P U E R A R I @pueand

16. Drive purchases with personalized mobile messaging.
Augment your data with mobile behavioral data to deliver true one-toone marketing
Leverage the data you are collecting to drive
engagement with your customers through
personalized mobile experiences
http://www.vibes.com/mobileconsumer2013-CMO
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17. A N D R E A P U E R A R I @pueand

18. Agenda
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19. Mobile location data – brands and consumers
“Most consumers (80%) would
share their mobile location data
with brands in return for receiving
useful SMS or push
messages”.
About the research: The report was based
on data from a survey of 1,572 mobile
users over the age of 18 who had
downloaded an app in the past 12 months
in the following countries: the US, the UK,
Australia, New Zealand, France, Germany,
Spain, and Italy. The survey was
conducted between July 16, 2013 and July
24, 2013.
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20. The importance of Location Based Services
By capturing a consumers location, based on
their device, you can map your content and/or ad
targeting strategies to that location
Location-based content leads to delivery of
more relevant content which drives more
engagement and more revenue:
• Content based on weather at a location
• Content based on weather at a location within X
distance of consumer
• Content based on previous engagement/user
history
• Content based on time of day
• Content based on device type
Source: http://www.netbiscuits.com
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21. CASE STUDIES
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22. Walmart
Agendaattests to mobile’s in-store power for holiday shoppers
Overall, the traffic from mobile
devices to Walmart.com
between Thanksgiving and
Cyber Monday was more than
50 percent of total traffic, up
from approximately 40 percent
last year.
1) Mobile is also a key driver of new customers to Walmart.com so
far this year, with the number of customers making their first
purchase ever on the site and doing so from a mobile device tripling
over last year.
2) Another key mobile learning from Thanksgiving this year is the
importance of mobile applications to the shopping experience.
Walmart reports that traffic specifically from its iPhone, iPad and Android
mobile apps more than doubled during the same five-day Thanksgiving
holiday weekend period this year compared to last year.
Source: http://www.mobilecommercedaily.com
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23. Walmart attests to mobile’s in-store power for holiday shoppers
3) Crosselling opportunities
Walmart’s app has an in-store mode
enabling users to learn the price on any item
using a built-in scanner, see a store’s local
circular, rollbacks and newest items as well as
find out about store events.
For Walmart, the data is stacking up to suggest
that in-store shoppers are using mobile to shop
online to find items related to their in-store
purchases.
Source: http://www.mobilecommercedaily.com
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24. Macy’s, shopkick for personalized shopping
Agenda
In-store experience
Consumers can download the shopkick application for
free
shopkick users can opt-in to receive personalized locationbased deals within the Macy’s stores.
When they enter one of the Macy’s flagship stores, they will
be asked to opt-in to receive special notifications of deals.
Then they will be able to get location-specific deals,
discounts, recommendations and rewards without even
opening the app.
Source: http://www.mobilecommercedaily.com
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25. Macy’s, shopkick up the ante for personalized shopping
Macy’s will be able to track where a
consumer is within the store to push
relevant offers.
“It enhances the shopping experience by
giving shoppers that ‘surprise and
delight’ while in-store,
Source: http://www.mobilecommercedaily.com
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26. Target tightens focus on mobile as in-store shopping tool
Agenda
“Target is giving its mobile applications a significant boost
with location-based features”
“In-store engagement
Target’s app revamp includes a new Weekly Ad section
that uses location to serve consumers a weekly ad for a
particular nearby store.
When consumers open the app, a full-page takeover
acknowledges that a shopper is nearby to Target, and the
weekly deals section on the left-hand menu shows the
weekly ad at the local Target store.The ad is broken into
product categories where consumers can view groups of
deals”.
Source: http://www.mobilecommercedaily.com
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27. Staples: Mobile comes in-store
“Location-based in-application coupons not only help
the retailer hit higher levels of mobile commerce, but
are also one of the few ways that the company can
track the in-store to online sales impact”.
”Staples launched an in-store mode within its mobile app a year and a
half ago: if a consumer is within a geofenced area around a Staples, they can
get a coupon.
The goal was to incentivize users into a more valuable app experience. Once
the consumer receives the coupon, the app switches into a different mode
that includes shopping lists.
When it comes to mobile metrics that Staples is looking at, mobile Web
metrics are more about acquisition and app metrics are focused on
engagement”.
http://youtu.be/dRzUSaoXq-8
Source: http://www.mobilecommercedaily.com
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28. H&M fires up in-store experience to bolster SMS, email databases
“taking advantage of the increase in foot
traffic during the holidays by placing mobile
calls-to-action on print collateral”
H&M’s tactic to use SMS to simultaneously
collect an email and mobile opt-in is not
only clever and efficient, but actually hits
on eight of the top 10 attributes of a
successful SMS campaign,”
H&M is passing out big pieces of marketing collateral in-store that encourage
consumers to sign up for the retailer’s email newsletters via SMS.
Source: http://www.mobilecommercedaily.com
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29. H&M fires up in-store experience to bolster SMS, email databases
Agenda
When consumers text in the keyword to the
short code, thxey are sent a bounce-back
message that encourages consumers to reply
back with their email address. This opts
consumers into H&M’s email and SMS program.
Opted-in consumers will also receive up to four
messages per month.
Then consumers are sent an SMS message that
can be shown to a store employee to receive a
ten percent coupon off of a purchase.
The coupon is time-sensitive and is only good
for the day that consumers sign-up. After the
email address is confirmed, consumers are then
sent a coupon for 20 percent off.
Source: http://www.mobilecommercedaily.com
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30. H&M fires up in-store experience to bolster SMS, email databases
Agenda
SMS remains to be the channel with the
widest reach, which can be used effectively
in reaching consumers with time-specific
promotions and messages.
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31. Sources
Agenda
Mobile: The Relationship Channel (version 4.4) – http://www.mmaglobal.com
http://www.mmaglobal.com
http://www.funmobility.com
M.A.R.C and Google Shopper Council research
Shor.org
http://www.netbiscuits.com
.
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32. Conclusion
Agenda
http://vimeo.com/77990976
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