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The Connected Shopper - Mobile in Retail

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Digital tools are moving offline thanks to mobile devices, creating a generation of connected consumers in a hyperlinked world. People are using their phones to keep shopping lists, get information, solicit opinions and much more—all while cruising the aisles of brick and mortar stores. In this new reality, bits and bricks are no longer separate and "online" is everywhere.

As today’s consumer-driven technology continues to evolve, the at-retail environment is in the best position to utilize these new tools. Through mobile, retailers can engage shoppers on the spot, enhance their experiences and ultimately influence their decisions right at the point of purchase. Yet, many companies are overwhelmed with the rate of technology change and challenged to find ways to adopt technology into the right state.

At the POPAI Breakthrough Thinking Conference "Marketing at Retail Technology and Shopper Behavior: Reaching Retail Consumers with New Strategies" last Thursday (http://popai.com/tech), Allison Mooney and Caleb Kramer of MobileBehavior, a Tribal DDB Company, shared the latest insights on how consumers are using mobile devices while shopping and how marketers can embrace these behaviors to enhance the in-store experience. See their presentation here.

Published in: Technology, Business
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The Connected Shopper - Mobile in Retail

  1. 1. The Connected Shopper
  2. 2. A presentation by
  3. 3. This isnʼt about technology..."
  4. 4. itʼs about psychology."
  5. 5. Entertainment Fun Socialization Reward Bribery Education Killing Time Exploration Necessity
  6. 6. Pre-shopping Privacy Faster (no lines!) Availability Bargain hunting Lower barriers Procrastination Temptation Why Do We Shop Online?
  7. 7. Why Do We Shop In Stores? See and Feel Test Out and Try On Immediate Gratification Discovery Social Loyalty Emotion Experience
  8. 8. bits and bricks are no longer separate online is everywhere CONVERGENCE
  9. 9. ONLINE BEHAVIORS  OFFLINE
  10. 10. • Making and accessing lists • Soliciting opinions on the spot • Scanning and tagging products • Sharing location and purchases MOBILE BEHAVIORS EMERGING
  11. 11. THE NEW CONSUMER JOURNEY
  12. 12. THE TOOLS •  SMS and MMS •  Downloadable Apps •  Mobile Websites •  Check-in Features •  Barcode Scanners •  Augmented Reality •  Digital Out of Home •  Payment Peripherals
  13. 13. EMBRACE THE BEHAVIOR ENHANCE THE EXPERIENCE How can retailers engage shoppers along the new consumer journey?
  14. 14. DISCOVER & LOCATE Nearly 1/3 of all smartphone owners surveyed reported calling or stopping into a local business after finding it by using a local search application - Q1 2010 Smartphone Intelligence survey, Compete
  15. 15. COMPARE PRICES Nearly ¼of shoppers use their phone while in a store to competitively price shop an item - Sterling Commerce and Demandware, 8/10
  16. 16. - Smartphone Marketing, AOL & Universal McCann GET INF RMATION
  17. 17. LISTS & MEMORY 20% of consumers use their phones to create shopping lists or baskets - Sterling Commerce and Demandware, 8/10
  18. 18. 40% of smartphone owners have called someone to get an opinion on an item they are considering purchasing while in a store. 39% have sent a text and 30% have sent a picture of the product to solicit feedback. –  Q1 2010 Smartphone Intelligence survey, Compete OPINIONS
  19. 19. SHARING - Smartphone Marketing, AOL & Universal McCann
  20. 20. INCENTIVES - Smartphone Marketing, AOL & Universal McCann
  21. 21. - InsightExpress June 2010 Digital Consumer Portrait Have  them   sent  to  me  via   SMS;  45%   Text  in  to   receive  while   I'm  in  store;   27%   Find  them   myself  using   an  app;  28%   Column1   Have  them  sent  to  m via  SMS   Text  in  to  receive   while  I'm  in  store   Find  them  myself   using  an  app   How would you like to receive coupons on your mobile phone?
  22. 22. RELEVANT & PERSONAL 77% of consumers bought more when online retailers made personalized product recommendations 36% are more loyal to retailers that provide true personalization in the shopping experience - The E-Tailing Group, 2008
  23. 23. PAYMENT$ 2/3 are interested in the possibility of using their mobile phone to scan and purchase items, enabling them to bypass checkout lines - Sterling Commerce and Demandware, 8/10
  24. 24. - Motorola Retail Holiday Season Shopper Study, 2009
  25. 25. OPPORTUNITIES!
  26. 26. GO PAPERLESS
  27. 27. HANDS FREE SHOPPING
  28. 28. SEAMLESS
  29. 29. EMBRACE THE BEHAVIOR ENHANCE THE EXPERIENCE
  30. 30. THANK YOU! Allison Mooney & Caleb Kramer @mobilebehavior mobilebehavior.com/blog

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