Influencing customer buying


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In this document, learn the key requisites for a successful SoLoMo strategy

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Influencing customer buying

  1. 1. Influencing Customer Buying Decisions through Digital Platforms1 © 2012 WIPRO LTD | WWW.WIPRO.COM
  2. 2. Social, Location and Mobile based services in Consumer Packaged Goods Companies CPG companies must use mobile and social networking channels to shape and develop new promotional models that can influence purchase decisions in a non- intrusive manner. New technologies create new behaviour patterns that in turn unlock new opportunities. A new wave of Social, Location and Mobile based services (SoLoMo) promise the opportunity of engaging customers using digital platforms. SoLoMo works because it uses mobile to push deals, offers, products and events to technology savvy consumers. SoLoMo services use the social media platforms the consumer favours.2 © 2012 WIPRO LTD | WWW.WIPRO.COM
  3. 3. Key requisites for a SoLoMo strategy No YAMA Unobtrusiveness is key Leverage existing Focus on Android brand presence on and iOS social networks3 © 2012 WIPRO LTD | WWW.WIPRO.COM
  4. 4. Key requisites for a SoLoMo strategy …contd. Unobtrusiveness is key Applications fail to succeed when they require too many actions and steps for the consumer to extract value. An application that minimizes the user interaction typically has higher uptake in the market. No YAMA Launching yet another mobile application would neither be unobtrusive nor provide the mobile attention that the more popular brands have achieved today. Instead, the focus should be on how to piggyback on existing applications. Leverage existing brand presence on social networks Most social networks today have significant brand presence. By gving the participants value when they are in a physical location they can leverage these networks further. Focus on Android and iOS Between the Android and iOS ,over 80% of the consumer smart phone markets are addressed. Solutions need to address these two platforms as the first step.4 © 2012 WIPRO LTD | WWW.WIPRO.COM
  5. 5. 5 © 2012 WIPRO LTD | WWW.WIPRO.COM
  6. 6. Conclusion - Takeaways • It may serve a CPG company well to start by examining location based social networks before using check-in data & social networks and gaining from the flexibility offered by the solution • The cornerstone of a successful SoLoMo strategy is collaboration with the Retailer • Retailers should be kept informed of plans as many of them are launching their own location-based services that could conflict with common interests • Keeping your solution aligned with that of the retailer should be part of a well thought out SoLoMo strategy6 © 2012 WIPRO LTD | WWW.WIPRO.COM
  7. 7. For more details please visit the link below : © 2012 WIPRO LTD | WWW.WIPRO.COM
  8. 8. About Wipro Council for Industry Research Wipro set up the Council for Industry Research, comprised of domain and technology experts from the organization, to address the needs of customers. It specifically surveys innovative strategies that will help customers gain competitive advantage in the market. The Council, in collaboration with leading academic institutions and industry bodies, studies market trends to help equip organizations with insights to facilitate their IT and business strategies. For more information on the Research Council visit or mail wipro.insights@wipro.com8 © 2012 WIPRO LTD | WWW.WIPRO.COM
  9. 9. About Wipro Technologies Wipro Technologies, the global IT business of Wipro Limited (NYSE:WIT) is a leading Information Technology, Consulting and Outsourcing company, that delivers solutions to enable its clients do business better. Wipro Technologies delivers winning business outcomes through its deep industry experience and a 360 degree view of “Business through Technology” – helping clients create successful and adaptive businesses. A company recognised globally for its comprehensive portfolio of services, a practitioner’s approach to delivering innovation and an organization wide commitment to sustainability, Wipro Technologies has over 130,000 employees and clients across 54 countries. For more information, please visit www.wipro.com9 © 2012 WIPRO LTD | WWW.WIPRO.COM
  10. 10. Thank You ©Wipro Limited, 2012. All rights reserved. For more information visit No part of this document may be reproduced in whole or in part without the written permission of the authors. Wipro is not liable for any business outcome based on the views presented in this document. For specific implementation clients should take advise from their client engagement manager.10 © 2012 WIPRO LTD | WWW.WIPRO.COM