BRICK, CLICK, SOC
IAL & MOBILE
THE RISE OF THE CYBER CONSUMER
Toby Beresford
@tobyberesford
Sep 26th 2013
Cogent Elliott
LOOK CLOSELY AT THIS SHOPPER
AAGH! HE’S A
CYBERMAN
WE ARE ALL CYBERMEN NOW
ESPECIALLY THE NEXT
GENERATION
CYBER CONSUMERS GO
SHOPPING WITH
All the world’s information
All the world’s news
All the world’s shops
All their friends
TODAY MEDIATED BY
SMARTPHONES
TOMORROW MEDIATED BY
WEARABLE TECH
TRADING
WITH
CYBER
MEN
SO WHAT DO WE DO ABOUT IT?
CYBER
FEATURES
WHAT ARE THEY LIKE?
CONNECTED
TRIBAL
IN A RUSH
CYBER
PAINS
CYBER PEOPLE HAVE ISSUES TOO
INFORMATION OVERLOAD
CHOICE OVERLOAD
FRICTION BURNS
PHYSICAL BLINDNESS
KEEPING IN WITH THE TRIBE
BE MORE
CYBER
BE LIKE THEM
CYBER SHOPPER
Product spec
In-store price
Market price comparison
Expert advice and
reviews
Social feedback
L...
Influence
Experts
News
Communities
Friends
INFLUENCE THEM
Control
Web site
Store
Apps
Reviews
Ads
Apps
Directory
TALK IN THEIR CHANNELS
What I
cyber
think
Facebook
Feed
Mobile &
SMS
Apps
Blogs
Online
Communities
Other social
media chan...
SPEND ON THEM
In the US Digital Marketing averages 2.5% of revenue (Gartner
2013)
P&G now allocates 35% of marketing spend...
GRAB THEIR HOME SCREEN
CYBER BALM
SOLVING THE PAINS OF
THE CYBER CONSUMER
BE RELEVANT
INFORMATION OVERLOAD BALM
UNDERSTAND MY CONTEXT
http://www.youtube.com/watch?v=ZUG9qYTJMsI
PERMISSION GRANTED!
ALLOW PUSH NOTIFICATIONS
GEO TARGET ADS
OFFERS AND VOUCHERS
CONTEXT + PUSH + GEO + OFFER
EXPECT LOCAL SEARCH
DATA DRIVEN
FILTER FOR
VICTORY
CHOICE OVERLOAD BALM
REVIEW FILTER
REVIEWS OF REVIEWS
EXPERT FILTER
BLOGGER FILTER
FRIEND FILTER
Q&A FILTER
PRICE FILTER
DETAILED SPEC FILTER
FRICTIONLESS
FRICTION BURN BALM
REALLY REMEMBER ME
TRUST SHORTCUTS
BUNDLES OF JOY
EASY PERSONALISATION
I KNOW IT’S URGENT!
TANGIBILITY
PHYSICAL PROBLEMS BALM
POP UP STORES
LIVE EXPERIENCE
DIRECT RELATIONSHIPS
NEW RETAIL FORMATS
STORY AND PROVENANCE
A LITTLE ADDED VALUE
GOES A LONG WAY
BEING PART
OF THE
TRIBE
BELONGING BALM
TRIBAL CHANNELS ON
PINTEREST
TRIBAL CHANNELS ON
TUMBLR
From terriblerealestateagentphotos.tumblr.com
TRIBAL CHANNEL ON
FLIPBOARD
TRIBAL TAG FOR THE #WIN
TAG DRIVEN APPS
MOBILE LOYALTY
SOCIAL LOYALTY
GAMIFIED LOYALTY
PROVIDE CONNECTIVITY
TAKE AWAYS
Relevance
Filters
Tangibility
Frictionless
Tribes
Follow me on
Twitter
@tobyberesford
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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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  • 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
  • Brick, Click, Social & Mobile

    1. 1. BRICK, CLICK, SOC IAL & MOBILE THE RISE OF THE CYBER CONSUMER Toby Beresford @tobyberesford Sep 26th 2013 Cogent Elliott
    2. 2. LOOK CLOSELY AT THIS SHOPPER
    3. 3. AAGH! HE’S A CYBERMAN
    4. 4. WE ARE ALL CYBERMEN NOW
    5. 5. ESPECIALLY THE NEXT GENERATION
    6. 6. CYBER CONSUMERS GO SHOPPING WITH All the world’s information All the world’s news All the world’s shops All their friends
    7. 7. TODAY MEDIATED BY SMARTPHONES
    8. 8. TOMORROW MEDIATED BY WEARABLE TECH
    9. 9. TRADING WITH CYBER MEN SO WHAT DO WE DO ABOUT IT?
    10. 10. CYBER FEATURES WHAT ARE THEY LIKE?
    11. 11. CONNECTED
    12. 12. TRIBAL
    13. 13. IN A RUSH
    14. 14. CYBER PAINS CYBER PEOPLE HAVE ISSUES TOO
    15. 15. INFORMATION OVERLOAD
    16. 16. CHOICE OVERLOAD
    17. 17. FRICTION BURNS
    18. 18. PHYSICAL BLINDNESS
    19. 19. KEEPING IN WITH THE TRIBE
    20. 20. BE MORE CYBER
    21. 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 …. … …
    22. 22. Influence Experts News Communities Friends INFLUENCE THEM Control Web site Store Apps Reviews Ads Apps Directory
    23. 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. 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. 25. GRAB THEIR HOME SCREEN
    26. 26. CYBER BALM SOLVING THE PAINS OF THE CYBER CONSUMER
    27. 27. BE RELEVANT INFORMATION OVERLOAD BALM
    28. 28. UNDERSTAND MY CONTEXT http://www.youtube.com/watch?v=ZUG9qYTJMsI
    29. 29. PERMISSION GRANTED! ALLOW PUSH NOTIFICATIONS
    30. 30. GEO TARGET ADS
    31. 31. OFFERS AND VOUCHERS
    32. 32. CONTEXT + PUSH + GEO + OFFER
    33. 33. EXPECT LOCAL SEARCH
    34. 34. DATA DRIVEN
    35. 35. FILTER FOR VICTORY CHOICE OVERLOAD BALM
    36. 36. REVIEW FILTER
    37. 37. REVIEWS OF REVIEWS
    38. 38. EXPERT FILTER
    39. 39. BLOGGER FILTER
    40. 40. FRIEND FILTER
    41. 41. Q&A FILTER
    42. 42. PRICE FILTER
    43. 43. DETAILED SPEC FILTER
    44. 44. FRICTIONLESS FRICTION BURN BALM
    45. 45. REALLY REMEMBER ME
    46. 46. TRUST SHORTCUTS
    47. 47. BUNDLES OF JOY
    48. 48. EASY PERSONALISATION
    49. 49. I KNOW IT’S URGENT!
    50. 50. TANGIBILITY PHYSICAL PROBLEMS BALM
    51. 51. POP UP STORES
    52. 52. LIVE EXPERIENCE
    53. 53. DIRECT RELATIONSHIPS
    54. 54. NEW RETAIL FORMATS
    55. 55. STORY AND PROVENANCE
    56. 56. A LITTLE ADDED VALUE GOES A LONG WAY
    57. 57. BEING PART OF THE TRIBE BELONGING BALM
    58. 58. TRIBAL CHANNELS ON PINTEREST
    59. 59. TRIBAL CHANNELS ON TUMBLR From terriblerealestateagentphotos.tumblr.com
    60. 60. TRIBAL CHANNEL ON FLIPBOARD
    61. 61. TRIBAL TAG FOR THE #WIN
    62. 62. TAG DRIVEN APPS
    63. 63. MOBILE LOYALTY
    64. 64. SOCIAL LOYALTY
    65. 65. GAMIFIED LOYALTY
    66. 66. PROVIDE CONNECTIVITY
    67. 67. TAKE AWAYS Relevance Filters Tangibility Frictionless Tribes
    68. 68. Follow me on Twitter @tobyberesford

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