Track A: "M-Commerce Strategies for Omni-Channel Consumer Engagement"
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Track A: "M-Commerce Strategies for Omni-Channel Consumer Engagement"
- 1. MODERATOR Mark Coffey SVP of Brand Development Rue La La Master Track A “M-Commerce Strategies for Omni-Channel Consumer Engagement” Dan Kersten Senior Professional Promotions Marketing Kimberly-Clark @kerstennolimits @phil_hendrix Dr. Phil Hendrix Founder & Director immr @mcoffey
- 6. title “title” Text here Text here Text here @twittername Engaging Moms with Mobile
- 7. title “title” Text here Text here Text here @twittername 22% Moms of young children spend on their smartphones every month than the average millennial more time AOL Advertising Blog Moms are connected…
- 8. title “title” Text here Text here Text here @twittername Moms use mobile for search… Overall Growth in Searches by Device in the Maternity and New Parent Category Google Search Insights 2014
- 9. title “title” Text here Text here Text here @twittername Mom gets the word out… 48% Moms are social and influence other moms through social media networks and games more than the average adult AOL Advertising Blog
- 10. title “title” Text here Text here Text here @twittername Mom is using mobile to shop… 68% When it comes to shopping, moms use their phone to build shopping lists, compare features and price, decide where to shop, and to find coupons and deals. of these engagements happen in home AOL Advertising Blog
- 11. title “title” Text here Text here Text here @twittername “Hugs Delivered” case study…
- 12. title “title” Text here Text here Text here @twittername Driving Mom to engagement… Search PC Landing Page Display Search PC Coupon
- 13. title “title” Text here Text here Text here @twittername One solution, in a fractured coupon environment… Mobile Search Mobile CouponMobile Search Mobile Landing Page Mobile Coupon
- 14. title “title” Text here Text here Text here @twittername The power is in the data… Customer: Jenny – Prefers Mobile Initial Engagement: Paid Search Keyword: Huggies Diapers Social Influence: Consumer Brand Device Print Date Barcode Retailer Jenny@gmail.com Huggies iPhone 11/12/12 16929468 Walmart Jenny@gmail.com Huggies PC 1/2/13 16930194 CVS Jenny@gmail.com Pullups iPhone 12/2/13 2661821 Kroger Jenny@gmail.com Pullups Tablet 12/2/13 2661899 Kroger Jenny@gmail.com Goodnites PC 9/03/14 3571311 Walmart Purchases:
- 15. title “title” Text here Text here Text here @twittername Giving Mom options… Desktop Mobile
- 16. 16 www.immr.org 1 (770) 612-1488 phil.hendrix@immr.org | @phil_hendrix Presented at iMedia Commerce Summit – Salt Lake City, UT June 24, 2014 Dr. Phil Hendrix Director, immr and Analyst, Gigaom Research Longer version available at www.immr.org/engaging-connected-consumers-across-channels.pdf Strategies for Engaging Connected Consumers across Channels
- 17. 17 TOPICS Overview FrameworksTechnologies Cases Takeaways Reports cited can be downloaded at www.immr.org
- 18. 18 Overview Technology, Marketing and Consumers 18
- 19. 19 Where Would You Place Beacons? Cooler BEACON USE CASES Entrance Clinic End cap Shelf
- 21. 21 Consumer Behavior What Consumers DoWhat Consumers Do Find Choose Buy Use What Hasn’t Changed?
- 22. 22 Digital Shelf – Extends Retailers’/Brands’ Presence 22 THE DIGITAL SHELF Source: Why the Digital Shelf is Vital for Brands and Retailers, Dr. Phil Hendrix, immr
- 23. 23 Mobile Devices – Made for Shopping 23 MOBILE DEVICES Source: Democratizing the Shoppable Web, Dr. Phil Hendrix, immr
- 24. 24 Mobile Shopping Apps – Proliferating 24 MOBILE SHOPPING APPS Source: Democratizing the Shoppable Web, Dr. Phil Hendrix, immr Categories of Shopping Apps Retailer Apps Marketplace Apps Search Engines Comparison Shopping Apps Specialty Shopping Apps Local and Location-based Apps Deal and Coupon Apps Loyalty and Reward Apps Shopping Tools
- 26. 26 Order Pay CONSUMER BEHAVIORS Search 50 million products 500,000 stores 26 Share
- 28. 28 Consumers’ Experience What’s Changed? Digital Mobile Social Technology
- 30. 30 Mobile – The New “Remote” in Consumers’ Lives Then… Now… 30
- 31. 31 Wrobleski’s Theorem “Everything that can be connected to the Internet, will be” Speech Recognition Image Recognition Source: recognize.im Beacons Sensors Real-time Interactions and Feedback 31
- 32. 32 Location and Context – From Macro to Micro 32 Macro- Location Micro- Location Source: 8 Layers of Location, Dr. Phil Hendrix, immr 8 LAYERS OF LOCATION
- 33. 33 Mobile – Localizing Ads with Dynamic Creative 33 EXAMPLES
- 34. 34 Strategies x Location Layer 34 Source: 8 Layers of Location, Dr. Phil Hendrix, immr EXAMPLES OF LOCATION-BASED STRATEGIES
- 35. 35 Digital Signals – Expanding Exponentially 35 Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
- 36. 36 Digital Signals – Invaluable 36 Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
- 37. 37 Digital + Mobile Offers – Redemption & Attribution 37 EXAMPLES
- 38. 38 Cloud – Big Data and Analytics Algorithms/ Analytics TransactionsTransactions EventsEvents HistoryHistory Big Data ContextContext 38
- 39. 39 Frameworks 39
- 40. 40 Attract + Enable + Enhance Help customers accomplish their goals Build enduring relationships by enhancing customers’ experience Verb en•gage /enˈgaj/ ENGAGEMENT 40
- 41. 41 Consumer Experience FRICTIONLESS Experiences …. Achieve Goals Achieve Goals Informed Learn Decide Resolve Maximize Minimize FrictionsMinimize Frictions Uncertainty Problems Annoyances Risk Effective Easy Enjoyable Rewarding Costs 41 WHAT CONSUMERS WANT
- 42. 4242 Learn† & Adapt Remove Frictions Surprise/ Delight Reinforce Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr PEER STRATEGIES † Securely, with full transparency
- 43. 43 Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr Personalize Leverage data about consumers and their context to increase the relevance, timeliness and value of communications, offers and customer experiences Enable Help customers complete tasks and accomplish their goals by minimizing the risk, time, and effort as they shop, compare, purchase and use products Enhance Surprise and delight customers by anticipating and helping them fulfill functional requirements, emotional needs and aspirations Reward Using feedback, encouragement, rewards and social influence, reinforce customers as they engage in behaviors that are mutually beneficial PEER STRATEGIES DEFINED
- 45. 45 Cases
- 46. 46 Where Would You Place Beacons? Cooler BEACON USE CASES Entrance Clinic End cap Shelf
- 47. 47 Manufacturers’ Sales and Installation Coca-Cola Enterprises Which Cooler is Cooler Source: http://merlinmobility.com/ 47
- 48. 48 Relevance Depends on User’s Context Takeaways
- 49. 49 Personalizing requires knowing… What I (Don’t) Like What I (Don’t) Like Who I am…Who I am… Where I amWhere I am What’s Nearby What’s Nearby What’s going On What’s going On What I respond to What I respond to What I’ve bought What I’ve bought Where I’ve been Where I’ve been What I need What I need Where I’m going Where I’m going 49
- 50. 50 Opportunities for Retailers and Brands Consumer Journey Consumer Needs Find Choose Buy Consume Minimize Frictions Minimize Frictions Enable Shoulds Enable Shoulds Maximize Wants Maximize Wants Roles† Roles† † Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix 50
- 51. 51 The 6 Disciplines of Innovation Democratizing the Shoppable Web Why the Digital Shelf is Vital for Brands and Retailers Which Mobile Shopping Apps Do Consumers Value Most? If Shopping is Broken, Can Mobile Fix it? Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers Engaging Connected Consumers – Strategies for Brands, Retailers and Local Businesses† Raising the Bar – Mobile and Customer Loyalty Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping How Consumers Are Using Local Search Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2 The Promise of Hyperlocal: Opportunities for Publishers and Developers Tuning into Consumers’ Digital Signals How SoLoMo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing Location – the Epicenter of Mobile Innovation The 6 Disciplines of Innovation Democratizing the Shoppable Web Why the Digital Shelf is Vital for Brands and Retailers Which Mobile Shopping Apps Do Consumers Value Most? If Shopping is Broken, Can Mobile Fix it? Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers Engaging Connected Consumers – Strategies for Brands, Retailers and Local Businesses† Raising the Bar – Mobile and Customer Loyalty Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping How Consumers Are Using Local Search Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2 The Promise of Hyperlocal: Opportunities for Publishers and Developers Tuning into Consumers’ Digital Signals How SoLoMo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing Location – the Epicenter of Mobile Innovation Download reports @ www.immr.org IMMR REPORTS
- 52. 52 About the Author – Dr. Phil Hendrix 52
- 53. 53 www.immr.org 1 (770) 612-1488 phil.hendrix@immr.org | @phil_hendrix Presented at iMedia Commerce Summit – Salt Lake City, UT June 24, 2014 Dr. Phil Hendrix Director, immr and Analyst, Gigaom Research www.immr.org/engaging-connected-consumers-across-channels.pdf Strategies for Engaging Connected Consumers across Channels
Notas do Editor
- Moms of young kids spend so much time on their phones that mobile may be the first place they are exposed to new brands and products, especially as it relates to their kids. Today’s generation of new parents are full of questions and are looking to the web for answers and are using their mobile phone to do so. In fact, more than half (56%) of searches related to maternity on Google are now done on mobile.
- As we all know, mobile use has grown across the board, particularly amongst new parents. Mobile searches related to babies and parenting have grown 25% since 2013 (Google Data). Searches about baby development were 72% mobile in Q1 of this year (Google Data).
- Since mom is a huge influencer, we provide opportunities for mom to spread the word about her experience with our brands’ on both mobile and desktop. We entice mom to share our products with her friends with incentivized offers and rewards across all of our brands.
- With this in mind, we gear all of our acquisition and loyalty promotions with a mobile component. Due to the current state of CPG mobile couponing, we are somewhat limited in our options but have found a few ways to provide mom with redemption options.
- Hugs Delivered – Huggies launched a contest with a grand prize of flying a family member to give their first hug to a newborn relative. The winning family also wins a year’s supply of Huggies diapers. The contest was featured on all channels, including television, so we HAD to design the entire experience with a “mobile first” mentality.
- This program is targeting the new mom through a variety of channels. If we can acquire mom at point of market entry, we can keep her a Huggies customer and advocate throughout the consumer journey. Before getting a coupon, mom must register with Huggies and Huggies Rewards (more on this later). If mom is visiting the site on a desktop computer, she has the option to print the coupon or email it to herself to take advantage of later.
- If mom is on mobile, she can access a coupon good at Babies R Us and can take her phone directly to the store and redeem. If she is not a BRU shopper, she can email it to herself to print later and redeem anywhere. Since we know who the customer is, we can label her as a mobile, tablet, or desktop shopper and append that to her profile along with her preferred retailer.
- All of mom’s engagements with our brands and their promotions are record kept in our database and used to build a consumer profile. In this example, we can see Jenny’s favorite retailer, the brands she buys, her social influence, and her preferred device.
- Knowing not only who our customers are, but where they (and their friends) shop allows us to be able to give back to our customers. Huggies Rewards is a program where we can reward loyal moms for purchases, referrals, and engaging with our brand. Since we know the active mom is on the go, we’ve created redemption options for her to take advantage of on mobile devices. These offers are good at Walgreens as they are another retailer that accepts mobile coupons.