Creating Retail Brand Presence in the Emerging Markets

CREATING RETAIL BRAND PRESENCE
IN THE EMERGING MARKETS

6th annual
POPAI
marketing and retail
1

INDEX:

• AFRICA: THE
OPPORTUNITY

• BRANDS IN AFRICA

• RETAILING IN AFRICA

• TRENDS IN RETAILING

• TECHNOLOGY

• CASH

• AUGMENTED REALITY

• FORTRESS BRANDING

• SOCIAL RETAILING

• CONCLUSION
Confidential and Copyright © 2010-2012
2

AFRICA: THE OPPORTUNITY

3

AFRICA:

4

THE OPPORTUNITY:
Percentage growth highlighted

IMF says that the continent’s GDP will grow 5% this year, down from a predicted
5.4% but still much faster than anywhere else. In 2013 growth may nudge 5.7%.

Country Size GDP 2011 GDP 2012

24,652,402
Ghana (July 2012 est.)
$75.9 billion $66.81 billion

24,652,402
Angola (July 2012 est.)

12,619,600
Zimbabwe (July 2012 est.)

43,013,341
Kenya (July 2012 est.)

33,640,833
Uganda (July 2012 est.)

13,817,479 $22.16 billion
Zambia (July 2012 est.) (2011 est.)
$20.8 billion

5

THE OPPORTUNITY: OIL DISCOVERIES

ETHIOPIA

KENYA

UGANDA

TANZANIA

MALAWI

6

BRANDS IN AFRICA: ANGOLA

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BRANDS IN AFRICA: NIGERIA

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BRANDS IN AFRICA: NIGERIA

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BRANDS IN AFRICA: KFC IN AFRICA

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BRANDS IN AFRICA: SHOPRITE IN AFRICA

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RETAILING IN AFRICA

13

RETAILING IN AFRICA

14

RETAILING IN AFRICA

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TRENDS IN RETAILING

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TRENDS IN RETAILING:

“Prediction is very difficult,
especially about the future”
Niels Bohr

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TRENDS IN RETAILING:

Pre-tail – Retail – Post-tail

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TRENDS IN RETAILING: APPLE

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TRENDS IN RETAILING: APPLE

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TRENDS IN RETAILING: I-PAD KIOSK

21

TRENDS IN RETAILING: ITAU BANK

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TRENDS IN RETAILING: COMMUNITY BANK

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TRENDS IN RETAILING: BANKING KIOSK

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TRENDS IN RETAILING: MTNMOBILE MONEY

Side in Portable
Camera

Slot for
Camera

Sim Card
Copier

Manual sleeves.

Protective foam insert.

POS Device.

Laptop.

Sim cards.

25

TRENDS IN RETAILING: VIRGIN MONEY

26

TRENDS IN RETAILING: VIRGIN MONEY

27

TRENDS IN RETAILING: ABSA

28

TRENDS IN RETAILING: FNB

29

TECHNOLOGY:

Embrace Technology or Die

31

TECHNOLOGY:


32

TECHNOLOGY:


33

TECHNOLOGY:


34

CASH:

Cash is dead

36

CASH:

Cash is dead

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CASH: MOBILE MONEY

38

CASH: MPESA

•M-pesa is a mobile-phone based money transfer and microfinancing service for Safaricom and vodacom, the largest
mobile network operator in Kenya and Tanzania. Currently the most developed mobile payment system in the
developing world, M-Pesa allows users with a national ID card or passport to deposit, withdraw, and transfer money
easily with a mobile device.
•M-PESA is a Safaricom service allowing you to transfer money using a mobile phone. Kenya is the first country in
the world to use this service, which is offered in partnership between Safaricom and Vodafone. M-PESA is available
to all Safaricom subscribers (Prepay and Postpay), even if you do not have a bank account. Registration is FREE
and available at any M-PESA Agent countrywide. The M-PESA application is installed on your SIM card and works
on all makes of handsets.

•Safaricom is a Kenyan mobile service operator behind the M-pesa booming mobile money transfer service.
Safaricom entered into partnership with mobile telephony firm to offer voices and SMS service in Uganda.
•Generally Safaricom doesn't have permission to operate M-pesa in Uganda, but some M-pesa agents are assisting
customers, to facilitate transfers and payments through M-pesa but charging their own rates. These agents are
located mostly in Kampala town and town centres on it
•Did you know that Kenya, Tanzania, Uganda and Rwanda currently have a combined active mobile subscriber base
of 43.3 million.
•It is said that at least $1.05 billion (more than Sh1.7 trillion) is transferred monthly through the revolutionary payment
app, „M-Pesa‟ in Kenya, Tanzania, Uganda and Rwanda.
•Since its launch, M-Pesa has captured a significant market share for cash transfers, and grew astoundingly quickly,
capturing over 14 million subscribers and well over 28,000 agents across Kenya alone by November 2011.
•Now available in Afghanistan and South Africa, there are plans to expand the service to Egypt and India, while many
first world countries rush to embrace the technology, such as Australia‟s Commonwealth Bank‟s „Kaching‟ mobile
payment app service.

39

AUGMENTED REALITY

40

AUGMENTED REALITY:

While retailers in the fashion space have been
toying with the idea of virtual dressing rooms for
some time, they have yet to break into the
mainstream. Online retailers like Amazon.com
have released applications that in fact take
purchases out of brick and mortar retailers by
allowing users to view products in person and
price compare via augmented reality applications.

41

AUGMENTED REALITY:

• 8 percent of today‟s augmented reality use for
marketing is focused on point of sale
experiences (Source: Hidden Study)

• 7 percent of today‟s augmented reality use for
marketing is focused on “try before you buy”
experiences, giving consumers the chance to
“see it on” or test drive a product before
purchasing (Source: Hidden Study)

42

AUGMENTED REALITY:

As mobile technologies and bandwidth continue to
progress, augmented reality will become the norm
for in-store experiences and retail shopping. Brands
must be moving at the same pace their consumers
are and have a plan in place for augmented reality
usage as it relates to navigation, content delivery,
and product experiences.

43

AUGMENTED REALITY: DAILY DINERS DEALS ON IPHONE

44

AUGMENTED REALITY: DEAL AGGREGATOR ON IPHONE & ANDROID

45

AUGMENTED REALITY: ATM NEAR YOU

46

AUGMENTED REALITY: SNAKESHOOTER GAME ON IPHONE &
ANDROID

47

AUGMENTED REALITY: MTN BRANCH LOCATOR

48

AUGMENTED REALITY: MTN IN STORE ZONE APP

49

AUGMENTED REALITY: MTN IN STORE ZONE APP

50

AUGMENTED REALITY: NEDBANK MOBILE APPS

51

AUGMENTED REALITY: STELLA ARTOIS BAR GUIDE

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AUGMENTED REALITY: PERSONAL ASSISTANT

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AUGMENTED REALITY: 360 DEGREE AIRBUS

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AUGMENTED REALITY: 360 DEGREE CAR DEMO

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AUGMENTED REALITY: MINI- SUB

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FORTRESS BRANDING

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FORTRESS BRANDING:

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FORTRESS BRANDING: HEINEKEN - INTERNATIONAL

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FORTRESS BRANDING: HEINEKEN - INTERNATIONAL

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FORTRESS BRANDING: CASTLE LITE – KENYA: K1

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FORTRESS BRANDING: PERONI – KENYA: CASA BLANCA

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FORTRESS BRANDING: PERONI – KENYA: SANKARA

65

SOCIAL RETAILING

66

SOCIAL RETAILING:

SOCIAL MEDIA IS A BAD EXPRESSION AS IT
SUGGESTS THAT BY USING IT YOU ARE PER
DEFINITION A SOCIAL COMPANY. BUT MEDIA
ARE NOT SOCIAL. PEOPLE ARE.

THAT MEANS THAT USING SOCIAL MEDIA IS
NOT AN EXCUSE FOR NOT DOING THE
HOMEWORK ON BRANDING ETC AS
COMPANIES HAVE BEEN DOING THE LAST
CENTURY.

IT IS NOT VERY DIFFERENT FROM
YESTERDAY. EXCEPT FOR IF YOU MESS
THINGS UP, EVERYBODY WILL KNOW AND
LAUGH AT YOU.

67

SOCIAL RETAILING:

The world of social media is littered with brand mentions and
recommendations from friends, friends of friends, and perfect
strangers.

Now, more than ever, consumers are turning to social media and
the digital space for product research before purchase.

68

SOCIAL RETAILING:

• 76 percent of consumers recommend companies they trust to
a friend or colleague (Source: Edelman)

• Millennials are highly-skeptical of brand content and marketing
in social media, instead 86 percent of consumers in that group
say that user-generated content has more influence on what
they buy (Source: Bazaarvoice Study)

• 62 percent of all online shoppers read product-related
comments from friends on Facebook, with 75% of these
shopper clicking through to the retailers site (Source: Sociable
Labs Social Impact Consumer Study)

69

SOCIAL RETAILING:

With increased social recommendations being at the forefront of
information gathering and product/brand discovery, it‟s incredibly
important that brands are taking advantage of these touch points and
creating opportunities for consumers to create, share, and interact with
recommendations via social networks, forums, blogs, and brand-owned
websites and storefronts.

70

SOCIAL RETAILING: FRIENDS & INFLUENCERS

• 57 percent of shoppers are more likely to buy after receiving
opinions from friends (Source: Sociable Labs Social Impact
Consumer Study)

• The top-two reasons consumers are driven to action are:
1) Their friends shared reasons the bought a product or prefer a brand
2) Their friends shared discounts (Source: Sociable Labs Social Impact
Consumer Study)

71

SOCIAL RETAILING: FRIENDS & INFLUENCERS

With the increase in reliance on friends and influencers in the purchase
decision process, brands must activate influencers and engage current
customers in content and programs that not only continue to meet the
needs of current customers or brand advocates, but also provide
valuable information or potential customers when shared.

Brands must also build sharing actions and functionality into their
sales, marketing, and purchase processes in order to create sufficient
levels of social content.

72

SOCIAL RETAILING: ENTERTAINMENT

Users engaged with TV and movie content aren‟t simply sitting on
the coach or in a theatre watching the entertainment anymore.
Mobile devices and applications aimed at bringing users deeper
into the entertainment experience are quickly becoming the norm.

As brands, products, and services are increasingly inserted in
entertainment, the chance for integration with social
entertainment experiences increases. While the apps in market
are still in the early days, the facts about mobile device and PC
use while consuming entertainment are undeniable.

73


• 86 percent of tablet owners and 88% of
smartphone owners in the U.S. use them
while watching TV (Source: Nielsen)

• The 2012 Super Bowl saw 8
commercials mention Twitter and 8
mention Facebook – the most ever
(Source: Advertising Age)

• U.S. and U.K. consumers have higher
simultaneous use of TV and
smartphones/tablets than the rest of the
world… combined (Source: Nielsen)

74


With a number of clear app leaders and
opportunities for branded content delivery
alongside and within entertainment content
via mobile and tablets, brands must develop a
strategy that incorporates advertising and
content in order to tie existing on-screen
integrations into digital campaigns for
extended reach and added impact.)

75

SOCIAL RETAILING: IMAGE-BASED SOCIAL NETWORKS

There‟s something about an image.
Where it was that they once were
worth a thousand words, images are
now translating not only into words,
but into real dollars for brands.

The emergence of visual
bookmarking site Pinterest and the
super-simple mobile image sharing
network Instagram have increased
the importance of a brand image
strategy.

76

SOCIAL RETAILING: TRACKING

78


79


80

INSTORE EXPERIANCE

81

SOCIAL RETAILING: IN-STORE EXPERIENCE

82


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85

IN CONCLUSION:

YOU ARE YOUR PHONE
YOUR PHONE IS YOU

86

IN CONCLUSION:

YOU ARE YOUR PHONE
YOUR PHONE IS YOU
87

IN CONCLUSION:

YOU ARE YOUR PHONE
YOUR PHONE IS YOU
88

IN CONCLUSION:

YOU ARE YOUR PHONE
YOUR PHONE IS YOU

89

CONTACT US

8brand
Contact: Laine Barnard
Email: laine@8brand.co.za
Head Office: +27 21 423 2509
Website: www.8brand.co.za

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Creating Retail Brand Presence in the Emerging Markets

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