03 omma retail ross sleight
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The document discusses the rise of mobile and smart devices in retail marketing. It notes that mobile has created additional complexity due to new platforms, operating systems, and ecosystems. It also discusses how mobile is driving changes in consumer behavior, including increased impulse purchases and research done on mobile devices both in-store and online. The document advocates for a mobile-first approach across all retail marketing and touchpoints with consumers.
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03 omma retail ross sleight
- 1. MOBILE – SMART DEVICES AT THE HEART OF RETAIL MARKETING ROSS SLEIGHT CHIEF STRATEGY OFFICER COPYRIGHT & CONFIDENTIAL
- 2. INTRODUCING SOMO World’s largest independent mobile marketing company Europe’s fastest growing mobile company – GP Bullhound 94 dedicated mobile experts Global service through local offices EMEA, US and APAC Strategy & innovation, creative and production, media, reporting & tracking
- 3. MOBILE VELOCITY COPYRIGHT & CONFIDENTIAL
- 4. BACK IN 2002 DIGITAL WAS SIMPLE COPYRIGHT & CONFIDENTIAL
- 5. BY 2008 SOCIAL MEDIA STARTED TO CHANGE THIS COPYRIGHT & CONFIDENTIAL
- 6. 2009 2010 2011 2012 THE YEAR OF MOBILE COPYRIGHT & CONFIDENTIAL
- 7. CONTEXT – 2012 THE YEAR OF MOBILE Source: LOCOG COPYRIGHT & CONFIDENTIAL
- 8. MOBILE CREATES ADDITIONAL COMPLEXITY COPYRIGHT & CONFIDENTIAL
- 9. VELOCITY - MACRO SHIFTS NEW PLATFORMS NEW OPERATING SYSTEMS NEW ECOSYSTEMS
- 10. USAGE – ADVERTISING NOT MATCHING CUSTOMER BEHAVIOUR COPYRIGHT & CONFIDENTIAL
- 11. LEADING TO MASS AUDIENCE FRAGMENTATION COPYRIGHT & CONFIDENTIAL
- 12. MOBILE RETAIL COPYRIGHT & CONFIDENTIAL
- 13. USAGE – MOBILE COMMERCE Accessed mobile retail site in last month on smartphone 23% 23% 14% 10% 9% COPYRIGHT & CONFIDENTIAL
- 14. BEHAVIOUR CHANGE COPYRIGHT & CONFIDENTIAL
- 15. ACCESSING MOBILE 35+ TIMES A DAY COPYRIGHT & CONFIDENTIAL
- 16. “FINDING” - VELOCITY COPYRIGHT & CONFIDENTIAL
- 17. “FINDING” - URGENT COPYRIGHT & CONFIDENTIAL
- 18. SMARTPHONE RETAIL INNOVATION COPYRIGHT & CONFIDENTIAL
- 19. CONTENT AND UTILITY PROVIDES VALUE Get the look across product range Providing advice and reference driven by celebrity
- 20. LOCALITY + SCARCITY + VALUE + IMMEDIACY = MOBILE Groupon – Local focus Groupon Now – local, Immediate, time specific, focused offering COPYRIGHT & CONFIDENTIAL
- 21. MAINSTREAM ADOPTION OF DAILY DEALS First generation mobile site – port from web Second generation site – focus on Daily Deals
- 22. SOCIAL AGGREGATION Pinterest – No.3 social network in US Fancy – designer focused experience COPYRIGHT & CONFIDENTIAL
- 23. GIFT LISTS •Another aspect of social shopping •Integrated Facebook social graph •Suggestions of gifts based on profile COPYRIGHT & CONFIDENTIAL
- 24. SMARTPHONE RETAIL INNOVATION CONTENT AND UTILITY + DAILY DEALS DRIVE IMPULSE PURCHASE ON MOBILE + DEEP SOCIAL INTEGRATION + PERSONALISATION COPYRIGHT & CONFIDENTIAL
- 25. TABLET RETAIL COPYRIGHT & CONFIDENTIAL
- 26. TABLETS HAVE HIGHER CONVERSION RATES COPYRIGHT & CONFIDENTIAL Source: Affiliate Window
- 27. TABLETS HAVE HIGHER AVERAGE ORDER VALUES COPYRIGHT & CONFIDENTIAL
- 28. WHY ARE TABLETS CONVERTING SO WELL? COPYRIGHT & CONFIDENTIAL
- 29. TABLET REAL ESTATE SELLS PRODUCT BETTER COPYRIGHT & CONFIDENTIAL
- 30. TABLETS PROVIDE ENGAGEMENT AND UTILITY COPYRIGHT & CONFIDENTIAL
- 31. TABLETS CAN ENGAGE THROUGH CONTENT COPYRIGHT & CONFIDENTIAL
- 32. TABLET RETAIL INNOVATION BEAUTIFULLY PRESENTED PRODUCTS + SIMPLIFIED PRESENTATION + CONTENT AND UTILITY + VIDEO COPYRIGHT & CONFIDENTIAL
- 33. MOBILE’S PHYSICAL RETAIL REVOLUTION COPYRIGHT & CONFIDENTIAL
- 34. UNDERSTAND USER BEHAVIOUR COPYRIGHT & CONFIDENTIAL
- 35. PURCHASE NOT THE ONLY OBJECTIVE ON MOBILE 31% 39% 24% of smartphone users of smartphone users of smartphone users have purchased a have researched have researched product or service on their mobile on their mobile on their mobile then bought on PC then bought in Store Source: Google Our Mobile Planet 2012 COPYRIGHT & CONFIDENTIAL
- 36. QR IN STORE Ralph Lauren – QR clothing label Best Buy – QR price tags COPYRIGHT & CONFIDENTIAL
- 37. QR IN STORE Diesel – social sharing Macy’s - additional content COPYRIGHT & CONFIDENTIAL
- 38. QR STORES Tesco – Gatwick Airport ebay UK – Xmas pop up shop COPYRIGHT & CONFIDENTIAL
- 39. SCANNING – OPPORTUNITY AND THREAT COPYRIGHT & CONFIDENTIAL
- 40. AR IN STORE Macy’s - believe AR Lego – Digital AR Box
- 41. IKEA AUGMENTED CATALOGUE COPYRIGHT & CONFIDENTIAL
- 42. AUDIO TRIGGERS - SHOPKICK COPYRIGHT & CONFIDENTIAL
- 43. PAYMENT BY SCAN Starbucks card payment COPYRIGHT & CONFIDENTIAL
- 44. PAYMENT - NFC Vodafone/Visa Wallet Visa Easypay COPYRIGHT & CONFIDENTIAL
- 45. THE MOBILE WALLET BATTLE IS IMMINENT Existing online Telecoms Providers Existing payment payment providers infrastructure providers COPYRIGHT & CONFIDENTIAL
- 46. WHAT IS THE BATTLE OVER? + + + = NFC Offers and Deals Location Loyalty Big Data Instantaneous Tailored and Time and context Insight into Huge customer Physical payment targeted to users sensitive offers Customer’s lifestyle insight which can Micro transactions and deals to maximise loyalty be commercially leveraged COPYRIGHT & CONFIDENTIAL
- 47. MOBILE’S PHYSICAL RETAIL REVOLUTION ENHANCED INFORMATION + PRICE COMPARISON + LOYALTY + PAYMENT COPYRIGHT & CONFIDENTIAL
- 48. SUMMARY • We need to think mobile first in a multi screen world • Mobile is not just a silo for mcommerce • Product = Marketing (especially on mobile) • Drive product through understanding user behaviours on platforms • Exploit the physical/mobile bridge at all customer touchpoints COPYRIGHT & CONFIDENTIAL