03 omma retail ross sleight
TRANSCRIPT
MOBILE – SMART DEVICES AT THE HEART OF �RETAIL MARKETING �ROSS SLEIGHT�CHIEF STRATEGY OFFICER�
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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�
�
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MOBILE VELOCITY�
BACK IN 2002 DIGITAL WAS SIMPLE �
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BY 2008 SOCIAL MEDIA STARTED TO CHANGE THIS�
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2009 2010 2011 2012 THE YEAR OF MOBILE �
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CONTEXT – 2012 THE YEAR OF MOBILE �
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MOBILE CREATES ADDITIONAL COMPLEXITY�
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VELOCITY - MACRO SHIFTS�
NEW PLATFORMS� NEW ECOSYSTEMS�NEW OPERATING SYSTEMS�
USAGE – ADVERTISING NOT MATCHING CUSTOMER BEHAVIOUR�
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LEADING TO MASS AUDIENCE FRAGMENTATION �
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MOBILE RETAIL�
USAGE – MOBILE COMMERCE �
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23%� 23%� 14%� 9%�10%�
Accessed mobile retail site in last month on smartphone �
BEHAVIOUR CHANGE �
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ACCESSING MOBILE 35+ TIMES A DAY�
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“FINDING” - VELOCITY�
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“FINDING” - URGENT�
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SMARTPHONE RETAIL INNOVATION �
CONTENT AND UTILITY PROVIDES VALUE �
Get the look across product range� Providing advice and reference driven by celebrity�
LOCALITY + SCARCITY + VALUE + IMMEDIACY = MOBILE �
Groupon – Local focus� Groupon Now – local, Immediate, �time specific, focused offering�
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MAINSTREAM ADOPTION OF DAILY DEALS�
First generation mobile site – port from web� Second generation site – focus on Daily Deals�
SOCIAL AGGREGATION �
Pinterest – No.3 social network in US � Fancy – designer focused experience�
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GIFT LISTS�
•Another aspect of social shopping��•Integrated Facebook social graph��•Suggestions of gifts based on profile�
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SMARTPHONE RETAIL INNOVATION �
CONTENT AND UTILITY �+�
DAILY DEALS DRIVE IMPULSE PURCHASE ON MOBILE �+�
DEEP SOCIAL INTEGRATION �+�
PERSONALISATION ��
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TABLET RETAIL�
TABLETS HAVE HIGHER CONVERSION RATES�
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TABLETS HAVE HIGHER AVERAGE ORDER VALUES�
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WHY ARE TABLETS CONVERTING SO WELL? �
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TABLET REAL ESTATE SELLS PRODUCT BETTER�
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TABLETS PROVIDE ENGAGEMENT AND UTILITY�
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TABLETS CAN ENGAGE THROUGH CONTENT�
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TABLET RETAIL INNOVATION �
BEAUTIFULLY PRESENTED PRODUCTS�+�
SIMPLIFIED PRESENTATION �+�
CONTENT AND UTILITY�+�
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MOBILE’S PHYSICAL RETAIL REVOLUTION �
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UNDERSTAND USER BEHAVIOUR�
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PURCHASE NOT THE ONLY OBJECTIVE ON MOBILE �
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31% � �
of smartphone users �have purchased a �product or service �on their mobile �
39%� �
of smartphone users �have researched �on their mobile �
then bought on PC �
24%� �
of smartphone users �have researched �on their mobile �
then bought in Store �
Source: Google Our Mobile Planet 2012
QR IN STORE �
Best Buy – QR price tags �
Ralph Lauren – QR clothing label�
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QR IN STORE �
Macy’s - additional content �
Diesel – social sharing�
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QR STORES�
ebay UK – Xmas pop up shop �Tesco – Gatwick Airport �
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SCANNING – OPPORTUNITY AND THREAT�
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AR IN STORE �
Macy’s - believe AR�
Lego – Digital AR Box �
IKEA AUGMENTED CATALOGUE �
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AUDIO TRIGGERS - SHOPKICK�
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PAYMENT BY SCAN �
Starbucks card�payment �
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PAYMENT - NFC �
Visa Easypay �
Vodafone/Visa Wallet �
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THE MOBILE WALLET BATTLE IS IMMINENT�
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Existing online �payment providers�
Telecoms Providers� Existing payment �infrastructure providers�
WHAT IS THE BATTLE OVER? �
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+ + =+
NFC �Instantaneous�
Physical payment �Micro transactions�
Offers and Deals �Tailored and �
targeted to users�
Location�Time and context �sensitive offers �
and deals�
Loyalty�Insight into �
Customer’s lifestyle�to maximise loyalty�
Big Data�Huge customer �
insight which can�be commercially �
leveraged�
MOBILE’S PHYSICAL RETAIL REVOLUTION �
ENHANCED INFORMATION �+�
PRICE COMPARISON �+�
LOYALTY �+�
PAYMENT �
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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�
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