Mobile Hits the Bottom Line- mCommerce (Process & Payments)


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  • $100 now, or $200 next week?As we approach now, our decision making becomes hyperbolically more irrational.We can plan long range, but when it comes to now vs. later, we’re like pigeons.
  • 67% top2box satisfied29% in the middle5% dissatisfied (or bottom2box)
  • Mobile Hits the Bottom Line- mCommerce (Process & Payments)

    1. 1. Mobile Marketing AssociationPATRICK J. MOORHEADVP - MobileCatalina Marketing
    2. 2. © 2012 Catalina ConfidentialAddiction SymptomsWould choose daily use of mobile phoneover daily use of ___________, if forced tochoose.Alcohol 70%Chocolate 63%Caffeine 55%Exercise 54%Sex 33%Toothbrush 22%Shoes 21%Telenav Mobile Behavior Study, July 2011
    3. 3. © 2012 Catalina ConfidentialWe’re addicted to now.Humans are pretty good at long range planning, but when itcomes closer to now, we become increasingly irrational indecision making. The phone is an easy solution, convertingme into “the blue dot” thus organizing the digital worldaround me, instantly.
    4. 4. © 2012 Catalina ConfidentialWall Street Journal – How Future Self Impacts Saving95%Of Smartphone users actively use local search.88%Take Action Within The Same Day.(Source: Think Mobile w/ Google)
    5. 5. © 2012 Catalina Confidential 5
    6. 6. © 2012 Catalina ConfidentialWe’re crazy about missions.Coffee Bay noticed a 78%redemption rate on theirpromotional punch cards whenthey handed out cards with “twofree” punches started on them,versus un-punched.Mobile phone is the ultimatemission device.
    7. 7. Quick Decision – Instant Delivery(Source: iconoculture)
    8. 8. © 2013 Catalina ConfidentialmCommerce Makes the Most of HerTime and BudgetCONVIENCE TIME SAVING MONEY SAVING“Its so quick! Instead of placing itemsin my cart, then taking them out of thecart and putting them on the conveyerbelt at the register, then (often)bagging them myself...hauling themto the car, then bringing them in myhome and AGAIN taking them out ofthe bags. SO MUCH EASIER!”“It makes grocery shopping fun!Saves time and energy. It alsofactors in coupons and savingsautomatically.”“I can walk right into the storeand start shopping.”
    9. 9. © 2013 Catalina Confidential“”“”“”Mobile Technologies Foster Opportunitiesto Engage Across a Spectrum of Users…9Sarah | The SaverHayden | Household of 1 Thea | 30’s with KidsCoupons are money! I lovechecking my offers tab to seewhat is available for me to buy.I particularly like it when newoffers come up as I shop. It’s athrill especially if I can use theitem right away.”I’m a savvy shopper; not a‘coupon clipper’ but if there’s anopportunity for me to savesome money, I’ll take it. It justcan’t be complicated and don’tslow me down. I like to controlmy apps though personalizationsettings so I’m not interruptedby notifications.I’m not afraid of technology, but Idon’t have time to fuss with iteither. I’m a busy mom, wife,employee and blogger. Apps andmobile tools have to be quick,easy and fun for me and myhusband to use interchangeably. Ishare all my experiences with mysocial network – especially if theexperience provides us value.11% < 30 yrs old | 20% Single | 20% $50-75K Income 25% 30-39 yrs old | 3+ in HH| 29% $100-150K Income 30% 40-49 yrs old | 70% Married | 41% Completed College
    10. 10. © 2013 Catalina ConfidentialWhy Shopper Adopt mCommerce10Source: Scanit! Mobile Satisfaction Research, Dec 2012; Catalina Marketing Analysis, n=759
    11. 11. © 2013 Catalina ConfidentialOffer Content is a key Driver ofSatisfaction and Usage11Source: Scanit! Mobile Satisfaction Research, Dec 2012; Catalina Marketing Analysis, n=75967% of overall users are highly satisfied with themCommerce shopping experience
    12. 12. © 2013 Catalina Confidential 12
    13. 13. © 2012 Catalina ConfidentialMobile Coupons – Growing!13
    14. 14. © 2012 Catalina Confidential 14
    15. 15. © 2012 Catalina Confidential 15
    16. 16. © 2012 Catalina Confidential 16
    17. 17. © 2012 Catalina ConfidentialNobody Wants to Pay Full Price
    18. 18. © 2012 Catalina ConfidentialThe Year of Mobile for CPG18“Mobile is growing at unprecedentedlevels and consumers are more and morecomfortable engaging with their favoritebrands via their mobile devices. Toaddress these [technology] forces, ourvision is to build our brands throughlifelong, one-to-one relationships in realtime with every person in the world…”Marc Pritchard, global marketing andbrand building officer of P&G
    19. 19. © 2011 Catalina ConfidentialThe Gap, and the Opportunity
    20. 20. Right message, Right audience, Right timeIn StoreM-CommerceIn Store L2COn the GoMobileBuyerVisionMobileDigital L2CC• walletVision: Catalina unleashes the potential to know,engage and empower the consumers of the world
    21. 21. © 2012 Catalina ConfidentialSmartphone as shopping tool.Leverage the device shoppers already carry with them.
    22. 22. © 2012 Catalina ConfidentialMobile Scan + Bag.Shoppers scan items into their mobile basket, and addthem to their physical basket.
    23. 23. © 2012 Catalina ConfidentialPersonalized mobile offers.Transactional and Historical targeting influences behaviorat the shelf, in the buying moment.
    24. 24. © 2012 Catalina ConfidentialFully Integrated.App is connected to POS, CRM, in-store fixtures, and loyalty
    25. 25. © 2012 Catalina ConfidentialNext Level ConvenienceExpress checkout shaves time off the store trip, and makescoupon redemption seamless.
    26. 26. © 2012 Catalina ConfidentialThis is OUR lab…
    27. 27. © 2012 Catalina ConfidentialWe have 350 of them…and growing27
    28. 28. © 2013 Catalina ConfidentialmCommerce Shoppers Shop Moreand Spend More…28Analysis Period: 52 weeks period ranging from 06/05/2011 to 06/03/2012 among active store shoppers who satisfy static definitionmCommerceShoppersNon- mCommerceShoppers$72.58$50.64$-$20$40$60$806949-20406080Store Trips Basket Size+ 43%+ 41%
    29. 29. © 2013 Catalina ConfidentialRedemption Rate11.8%5.5%0.0%2.0%4.0%6.0%8.0%10.0%12.0%14.0%OverallmCommerce v Printer Avg Redemption RatemCommerce Avg Redemption Rate Printer Avg Redemption Rate3.3 impressions per mobile ID = 1 impression per printer IDData reflects historical offers onlyall results are from mobile product model that exists in Ahold today; model may change in the future
    30. 30. © 2013 Catalina Confidential Pag17.1%9.4%0.0%2.0%4.0%6.0%8.0%10.0%12.0%14.0%16.0%18.0%20.0%OverallmCommerce v Printer Avg % Model Sales LiftmCommerce Avg % Model Sales Lift Printer Avg % Model Sales LiftSales Liftall results are from mobile product model that exists in Ahold today; model may change in the future3.3 impressions per mobile ID = 1 impression per printer IDBased on 2 historical offers – non-trial
    31. 31. © 2012 Catalina ConfidentialAcquire Offer Strategies Drive Sales LiftPage 3138.9%20.3%26.5%11.7%7.1%9.4%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%Acquire Maximize OverallmCommerce v Printer Channel Avg % Sales Lift by Offer StrategymCommerce % Model Sales Lift Printer % Model Sales Liftall results are from mobile product model that exists in Ahold today; model may change in the future
    32. 32. © 2013 Catalina ConfidentialmCommerce Connects with High ValueShoppers at the Category LevelmCommerce Shoppers Non-mCommerce Shoppers10.39.26.2 5.8- Category Cookie Category$57.72$50.95$32.62$30.11$-$20$40$60$80Cracker Category Cookie CategoryCategory Trips Category SalesShopper Comparison: mCommerce v. non-mCommerceall results are from mobile product model that exists in Ahold today; model may change in the future
    33. 33. © 2012 Catalina ConfidentialSpikes observed in # of consumers, # of trips, and sales for the promotedproducts for the week when equity message were run among consumerswho received those messagesAnalysis Period: From 10/25/2012-1/31/20130102030405060708090100020406080TripsIDsWeekly # of IDs and Trips Who Shopped 20oz Single Serve Among Consumers Who ReceivedEquity MessageIDs - Front of the Store Message IDs - Back of the Store Message Trips - Front of the Store Message Trips- Back of the Store Message
    34. 34. © 2012 Catalina Confidential05010015020025004080120160200TripsIDsWeekly # of IDs and Trips Who Shopped Portfolio Among Consumers Who Received EquityMessageIDs - Front of the Store Message IDs - Back of the Store Message Trips - Front of the Store Message Trips- Back of the Store MessageSpikes also observed in # of consumers, trips, and sales forthe entire portfolio when equity message were runAnalysis Period: From 10/25/2012-1/31/2013
    35. 35. © 2012 Catalina ConfidentialMobile is the RightNow, Mission CompletionDevice35
    36. 36. © 2012 Catalina ConfidentialConsumers Don’t Want ToPay Full Price.36
    37. 37. © 2012 Catalina ConfidentialSmartphones are the“find-me-a-deal-right-now”tool of choice.37
    38. 38. © 2012 Catalina Confidential 38Consumers WantConvenience, Control andTime and Money SavingsFrom Their Mobile Phones.
    39. 39. © 2012 Catalina Confidential 39Solutions That Pay Off OnConsumer Need StatesDrive Significant BusinessPerformance.
    40. 40. © 2012 Catalina Confidential© 2012 Catalina ConfidentialTHANK YOU!Patrick J MoorheadVP – Mobile Brand DevelopmentTwitter - @chimediaguy