Mais conteúdo relacionado Semelhante a Mobile Personalization: The New Anti-Showrooming Weapon (20) Mobile Personalization: The New Anti-Showrooming Weapon1. 2013 Mobile Consumer Trends!
Combat Showrooming with Personalization
NOVEMBER 6, 2013!
Jack Philbin, Co-Founder & CEO, Vibes
Chairman of the Mobile Marketing Association (MMA) North America!
@JackPhilbin!
#Showrooming!
4. The current state of showrooming!
4
Showrooming — frequency of smartphone use for
in-store comparison shopping/purchasing!
Net 44%!
17%
26%
20%
19%
12%
7%
Every time
I shop!
Most of
the time!
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
Often!
Sometimes!
Rarely!
Never!
5. Profile of the showrooming shopper!
5
Children present?!
Age!
Showroomers!
44.2%!
24.7%!
20.7%!
17.7%!
15.9%!
17.5%!
14%!
9.4%!
6.7%!
18 - 24!
Yes 48.2%
No 51.8%
23%!
25 - 34!
Showroomers!
35 - 44!
45 - 54!
55 - 64!
4.9%!
1.2%!
Non-showroomers!
65 or
older!
Non-showroomers!
Yes 38.5%
No 61.5%
Source: Vibes 2013 Mobile Consumer Survey – August 2013
Source: Vibes 2013 Mobile Confidential
©2013 Vibes All rights reserved. Consumer Survey – August 2013 Base: Total n=1,000
6. Smartphone usage in-store explodes!
Recent in-store behaviors!
2012
SHOWROOMING
BEHAVIOR
Showrooming
increased
156% in 2013
2013
33%!
Compared prices on a
competitor’s website!
Purchased a product
from a competitor!
9%!
11%!
Purchased a product from the store’s
website after you’d left the store!
Researched a product on
the store’s website!
Looked up a product review!
Beyond
Showrooming!
6
Used a company’s app in the store!
Scanned a QR Code for product
information or an offer!
Checked-in using a location-based service
(i.e., Foursquare) to get a deal or offer!
Sent a text message to
join a subscription list!
Sent a text message to get more
information on a product or offer!
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
49%!
23%!
24%!
20%!
40%!
31%!
17%!
25%!
27%!
31%!
12%!
19%!
9%!
18%!
10%!
15%!
49%!
2013!
Source: Vibes 2013
Mobile Consumer
Survey – August 2013
Base: Total n=1,000
2012
Source: Vibes 2012
Mobile Consumer
Survey – August 2012
Base: Total n=1,000
7. 186% increase in new purchases due to in-store text or QR scan!
Impact of in-store text/QR scan
(31% of total sample)!
186%
47%!
42%!
40%!
14%!
I made a
purchase I
hadn’t planned
to because of
the information
I received!
I was going to
make the
purchase
anyway, but felt
better about it!
2012
2013
Source: Vibes 2013 Mobile Consumer Survey – August 2013
Source: Vibes 2013 Mobile Confidential
©2013 Vibes All rights reserved. Consumer Survey – August 2013 Base: Total n=1,000
22%!
12%!
I was going to
make the
purchase, but
the information
didn’t sway me!
5%! 7%!
The information
dissuaded me
from making
the purchase!
7
8. Retailers have a 50/50 shot of combatting showrooming!
Action taken after in-store price
comparison (49% of total sample)!
47%!
45%!
37%
31%
7%!
10%
8%
6%
6%
1%
I made the
I used the
purchase
information
while I was into get a
better price store, paying
at the store the price that
where I was was marked!
shopping!
I purchased
the item
online at
Amazon!
I purchased
the item
online at a
competitor’s
website!
Source: Vibes 2013 Mobile Consumer Survey – August 2013
Source: Vibes 2013 Mobile Confidential
©2013 Vibes All rights reserved. Consumer Survey – August 2013 Base: Total n=1,000
I purchased
the item in a
competitor’s
physical
store!
I did not
purchase
the item
anywhere!
None of the
above!
8
9. Embrace, rather than ‘combat’ showrooming!
“Your Ultimate Holiday Showroom”!
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
9
11. The text message advantage!
11
Text
97.0%
Text Open Rates!
28.5%
Email Open Rates!
28.5% of Emails are
opened according to the Q2
2013 Email Trends &
Benchmark report by the
Email Institute / Epsilon!
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
97.0% of text messages are
opened according to Juniper
Research, and 90% of those
messages are read within the
first 4-6 minutes!
12. The personalization disconnect!
89%
of consumers would
sign up for mobile
messages if they were
personalized!
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
12
18%
of consumers
frequently see
personalization from
retailers and brands!
13. Personalization preferences!
13
Most important aspects of
personalization!
60%
Uses your preferences –
favorite sizes, brands,
shopping categories!
20%
Timeliness – when
you’re getting
ready to purchase
that item!
Source: Vibes 2013 Mobile Consumer Survey – August 2013
Source: Vibes 2013 Mobile Confidential
©2013 Vibes All rights reserved. Consumer Survey – August 2013 Base: Total n=1,000
13%
Location – when
you’re in the store or
around the store!
8%
Uses your name!
14. Building your mobile relationships!
14
What entices you to subscribe to a retailer or brand?!
79%!
70%!
46%!
32%!
Incentives or
coupons!
45%!
29%!
Product info
& updates!
2012
2012
Source: Vibes 2012 Mobile Consumer Survey –
Source: Vibes 2013 Mobile Consumer Survey – August 2013
August 2012 Base: Total n=1,000
©2013 Vibes All rights reserved. Confidential
Exclusive
content!
43%!
27%!
Store news
& events!
2013
2013!
Source: Vibes 2013 Mobile Consumer Survey –
August 2013 Base: Total n=1,00
16. Game changing technology for marketers!
§
One in three consumers have used
the non-payment side of mobile
wallets
-
Passbook (launched 9/2012)
-
Google Wallet (launched 9/2013)
§
Both Passbook & Google Wallet
mobilize offers/coupons, loyalty
cards, boarding passes, etc.
§
Key benefits of mobile wallet
-
-
-
Convenience
Location reminders
Ability to easily update
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
16
17. The non-payment opportunity for marketers!
17
The real opportunity for marketers with mobile wallet is in the non-payment arena
It’s the leather!
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
…not the plastic!
18. Mobile wallet in action…!
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
18
19. Seeing is believing… let’s try it out!!
19
Text STYLE to 84237!
Google Wallet
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
Apple Passbook
Other
20. Mobile wallet combines time, location and interaction!
User enters within a 100-meter radius of a location !
and receives a notification to their phone
Build-AVibes
Bear
Workshop
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
20
21. Personalization drives stronger ROI!
INSERT
NAME
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
INSERT
NAME
21
INSERT
NAME
22. Mobile wallet has proven to be effective for marketers!
Sample metrics from early
Passbook programs:!
§
64% more conversions from
Passbook vs. mobile web
§
32% of customers who clicked on
the offer redeemed it in-store
§
24% increase in average order
value with Passbook
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
Source: Vibes Passbook Program client metrics
22
23. What is your definition of a “mobile wallet”?!
§
23
48% of consumers are aware of the non-payment side of mobile wallet
Understanding of what a mobile wallet is
33%!
A mobile tool that
allows me to pay
for items directly
from my phone
Base: Total n=1,000
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
48%!
27%!
A mobile tool that
allows me to both
pay for items with
my phone and
store information!
21%!
A mobile tool
that allows me
to store
information!
19%!
I have no idea
what a mobile
wallet is or what
it’s used for
24. Which mobile wallet feature would benefit you the most?!
§
24
85% of consumers would receive some benefit from non-payment mobile wallets
Mobile wallet benefits
Digitizing
paper items
Organizing
on your
smartphone
Managing
point
balances
13%
22%
Time
sensitive
offers
Automatically
updated items
13%
19%
85% perceived benefit!
Base: Total n=1,000
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
10%
Location
aware alerts
No
Benefit
7%
15%
25. How do you prefer to receive mobile wallet content?!
§
25
Email is the most preferred method for receiving mobile wallet content (46%), followed
by a retailer text message (20%), and retailer Apps (19%)
Preferred method for receiving mobile wallet content
11%
20%
Text message
from the retailer
46%
Email
Base: Total n=1,000
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
19%
App from
the retailer
Direct mail
4%
Mobile banner
advertisement
26. How often would you like to receive mobile wallet content?!
§
26
The majority of consumers (55%) would prefer to receive mobile wallet content weekly
Preferred frequency
12%
Daily
55%
Weekly
18%
Monthly
3%
Quarterly
1%
Annually
12%
Base: Total n=1,000
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
Never
27. The mobile wallet advantage – 5 key benefits!
27
Time-sensitive
offers!
Update your mobile
offers… frequently!
Measurement
& optimization!
Location!
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
Personalize,
Personalize,!
Personalize,!
28. Three standout trends!
§
28
Showrooming is a new reality that most retailers and marketers are seeking to
understand and address. Research from the Vibes 2013 Mobile Consumer Report
shows that personalization can help retailers combat showrooming.
156%
increase in
showrooming
from 2012, and
36% increase in
consumers using
mobile devices to
shop in-store!
89%
of consumers want
personalization, but
only 18% see it
frequently from
retailers!
Source: Vibes 2013 Mobile Consumer Survey – August 2013
Source: Vibes 2013 Mobile Confidential
©2013 Vibes All rights reserved. Consumer Survey – August 2013 Base: Total n=1,000
85%
of consumers see
the benefits of
the non-payment
side of the mobile
wallet!
29. Mobile relationship management!
§
29
Mobile Relationship Management is the convergence of technology, strategy, execution
and data to deliver personalized mobile experiences along the customer journey.!
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
30. Get the reports and infographics!
Download the Report and Infographic here
http://www.vibes.com/mobilewallet
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential
30
31. 2013 Mobile Consumer Trends!
Combat Showrooming with Personalization
NOVEMBER 6, 2013!
Jack Philbin, Co-Founder & CEO, Vibes
Chairman of the Mobile Marketing Association (MMA) North America!
@JackPhilbin!
#Showrooming!
32. 32
Thank you!!
www.vibes.com • hello@vibes.com
312.753.6330 main • 312.589.6960 sales
Source: Vibes 2013 Mobile Consumer Survey – August 2013
©2013 Vibes All rights reserved. Confidential