Bricks + Mobile 2011 - Terrified Retailers Take Control
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The mobile in-store revolution: If Amazon is taking my customers what I can do about it? What’s working, what’s just hype, and what is coming? •In this session we will cover how the mobile phone is being used today by consumers to aid their in-store purchasing process. •We will discuss the in-store research renegades who are using bar code scanners and google search to find better deals while they’re in the store. Is all this gaming and check-in technology hype or valuable? •How is mobile NFC technology going to impact the checkout process? •Where does mCommerce fit into the store environment? Is anyone going to scan a QR code while standing in a store
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Bricks + Mobile 2011 - Terrified Retailers Take Control
- 1. Terrified retailers take control Mobile technologies that are transforming the in-store experience for consumers
- 2. Look out into your store…
- 3. Look out into your store…
- 5. WHAT IS IN-STORE MOBILE? THIS IS INASTORE, ONA MOBILE
- 6. WHAT IS IN-STORE MOBILE? Any mobile experience that drives consumers into a store and converts shoppers into buyers
- 7. WHAT IS MAKING IT HAPPEN?
- 9. Full Mobile Marketing solutions provider: Mobility Planning, SMS Loyalty Programs, m-Commerce, App Development, Mobile Web
- 10. Recent award-winning work for Coke, Victoria’s Secret
- 11. Award winning platform: RedShop mCommerce and RedShop Loyalty.
- 14. Check-in/Gaming
- 15. Geo-Fencing
- 17. Research
- 18. Inspiration
- 20. Ability to scalably deliver personalized offers
- 21. Great mobile “gateway” experience
- 22. Engage your most loyal customers
- 24. Creates communication channel, not just member identification
- 25. Upgrade loyalty program to become a catalyst program
- 27. Creates communication channel, not just member identification
- 28. Upgrade loyalty program to become a catalyst program
- 30. Creates communication channel, not just member identification
- 31. Upgrade loyalty program to become a catalyst program
- 35. Real time customer segment marketing by type (new, existing), value and location
- 39. Real time customer segment marketing by type (new, existing), value and location
- 43. Real time customer segment marketing by type (new, existing), value and location
- 45. Creates new context for marketing messages
- 46. Engage consumers when they are near/in store
- 48. Creates two way dialog to traditionally one-way communications
- 49. Create marketing moments where consumer can take action
- 51. RETAIL ALGEBRA WE DID A STUDY
- 52. RETAIL ALGEBRA TEN consumers walk into a store…
- 53. RETAIL ALGEBRA FOUR say “I’m buying today!”
- 54. RETAIL ALGEBRA ONE actually makes a purchase
- 55. RETAIL ALGEBRA #1 I couldn’t find anything I liked #2 I couldn’t find my size #3 I didn’t feel like waiting in line
- 58. Inspiration
- 59. Check Out
- 60. Coupons
- 62. Check-in/Gaming
- 63. Geo-Fencing
- 65. Creates competitive pricing transparency
- 66. Opens up competitive presence in your store
- 67. Increase capacity of store associates – reduces required expertise
- 69. Creates competitive pricing transparency
- 70. Opens up competitive presence in your store
- 71. Increase capacity of store associates – reduces required expertise
- 73. Consumer supplies hardware for potential solutions
- 74. Consumer ‘signals’ need for help
- 75. Put the intelligence of 100 store associates or 1,000 friends into consumer hand
- 77. Consumer supplies hardware for potential solutions
- 78. Consumer ‘signals’ need for help
- 79. Put the intelligence of 100 store associates or 1,000 friends into consumer hand
- 82. Faster development of “POS” technology
- 83. Marketing opportunities as basket fills
- 85. Puts ‘check out’ in hands of a seller
- 86. New ad hoc retail locations not tied to installed POS (e.g., Apple SXSW store)
- 88. Displace loyalty cards and credit cards
- 89. Provide easy access to information
- 90. Improve checkout flow through
- 91. Create information layer inside of store2012?
- 92. IN-STORE SUMMARY: Inspiration QR Codes Self-checkout Associate Checkout NFC
- 95. Check-in/Gaming
- 96. Geo-Fencing
- 98. Research
- 99. Inspiration
Notas do Editor
- There’s something happening in every type of retailer….
- The mobile phone is empowering the consumer and creating an incredible threat or opportunity for retailers
- The TRUTH
- This is a little funny…
- In 1985 there were less than 0.5MM mobile phones, today, more than 280MM in USSmartphone penetration > 50% in 2011Average lifespan = 1.5 yearsMore Content = More Usage = More Content
- Limitations: has brand dilution problems.17% of Mobile Users have shown a clerk in a store a picture of a product on their mobile phone – insight expressUsed a coupon from a mobile app: 18-24yrs old 18%, 25-34yrs old 19%, 35-44yrs old 15%, Smartphone 23% - Insight expressMore than 1/3 of smartphone owners look for or use coupons in-store. - Insight express
- Rolled out to 7000 stores in January 2011Over 3MM people have used it
- VS is successful with a combination of brand messages and promotionsConsumers will only give phone # to brands they are passionate about, and they will opt out as soon as the program does not meet the promise from sign up
- Very early stageLittle to no dataVery limited scale in very few cities
- SHOPKICK – POSITIVESCreative drive-to-store programs with notificationsMixed retailer response to “game playing” in store instead of reinforcing shopping objectives
- Facebook and Google – lots of activity in 2011
- Negatives: No real scale solutions yetUnclear consumer receptivityToo many geo fences ruins it for everyonePeople willing to share their location?: TheFind finds people remain uncomfortable sharing location-based information with mobile apps until they discover reciprocal value. “We found that two-thirds of our users initially choose not to enablelocation-based services. However, almost all users start to either share their ZIP code or enable location-based services [via GPS] once they click our Nearby tab to search for items at local stores,”
- Negatives:
- RESEARCH: WHICH ONE SHOULD I BUY?
- REVIEWS: IS THIS PRODUCT ANY GOOD? Access to consumer reviews – both direct form site and through 3rd parties – and its not just Consumer Electronics You’d be surprised how many products have reviews.
- 2. Terrified retailers take control: Mobile technologies that are transforming the in-store experience for consumers – Patrick Collins, CEO, 5th FingerThe mobile in-store revolution: If Amazon is taking my customers what I can do about it? What’s working, what’s just hype, and what is coming?In this session we will cover how the mobile phone is being used today by consumers to aid their in-store purchasing process.We will discuss the in-store research renegades who are using bar code scanners and google search to find better deals while they’re in the store. Is all this gaming and check-in technology hype or valuable?How is mobile NFC technology going to impact the checkout process?Where does mCommerce fit into the store environment? Is anyone going to scan a QR code while standing in a store?