2014 customer loyalty asean conference: mobext

Phuc.Truong@mobext.com

SoLoMoCo:

The Future of Commerce

by Arthur Policarpio

Head of Mobext

Asia-Pacific

The world’s largest mobile marketing agency network

23 offices worldwide and growing

Full-Service Mobile Marketing Agency

We work with the country’s biggest brands

SOCIAL

Nielsen “Global Survey of Trust in

Advertising, 2013

32

¾Of all usage comes

from mobile

200 million users

20 billion photos

shared

1.2 BillionMonthly active

mobile users

61%Total revenue

from mobile

75% Monthly active users

coming from mobile

SOCIAL = MOBILE

4 in 10 Social media users purchased an item after sharing or

favoriting on social

Both ONLINE and OFFLINE!

LOCAL

56% of mobile searches have local intent

Source: Google, 2014

Mobile users convert more, and faster

MOBILE

3 ft or less 84% smartphone users

use it while shopping

1.7 billionSubscribers in APAC

SOCIAL Creating products and shopping experiences

that are highly shareable

LOCAL Reaching your audience where it matters.

Right person, right time, right place

MOBILE Anytime, Anywhere, One-to-one

THE FUTURE OF COMMERCE IS SOLOMO

5 Recommended Strategies:

1. Create Multi-Channel Shopping Experiences

2.Dominate Local Search

3. Mobilize Your Social Commerce Strategy

4.Enhance the In-Store Experience with Mobile

5.Mobilize Your Loyalty Programs

# 1 Provide Multi-Channel

Experiences

What is a store?

The store is now a multi-channel experience

• Make 4 more trips each

month than non-mobile user

• Spend 40% more than the

average shopper

Walmart’s mobile app users...

In-store mode

• See what’s new & on sale

• Create shopping lists

• Scan and Go

Out-of-Store mode

Check items in-store Check inventory + delivery

12% of

app-aided

sales

happen during the

app’s in-store

mode

500,000 downloads

in 6 months

£10 million++1-year revenue

Target: 50,000 Target: £100,000

Results

Best mCommerce Campaign

• GOLD, Campaigns Effectivity

•SILVER, Industry Awards

•SMART Special Award

McDonald’s Ang Pao Coupons

Reinventing Couponing

THE CHALLENGE: COUPON CLUTTER

•They are lost, torn,

and left lying around

• Limited reach

SOLUTION

ANG PAO MOBILE COUPONS

• On-demand coupons

• Available anytime, anywhere

Register Choose Redeem

Social Amplification

=

Average Monthly Revenue

At 1/10 the cost of a store!

#2 Dominate Local Search

Mobile search will surpass desktop

Searches done on mobile

lead to immediate

conversion

Source: Google & Nielsen

A Snippet of Keywords

76,500monthly searches for

keywords associated

with supermarkets

and items they carry.

No One Has A Significant Share of Voice

No one has significant share of voice

Sample Search Results for Appropriate Queries

Missed opportunity

Create smarter search ads

Google’s Enhanced Campaigns

Enhance the search

experience

Click-to-call Location extension Deep linking

*Google & MediaCT Study

# 3 Mobilize your social commerce

strategy

Kellogg’s Instashop

53

Snap photo + post with

#NyaSpecialK hashtag

1

Show phone to cashier

2 3

Get special treat

Allium Restaurant : Pay with a Post

54

Nordstrom on Pinterest

Most followed brand,

with 4.4 million followers

in-store integration of

social “voting”

#SaksIn6 : Recreating in-

store tutorials in 6 seconds

Saks Fifth Avenue on Vine

The Home Depot on Vine

9

400 million registered users

130 millionregistered users

600 million registered users

500 million monthly users

The new frontier in social: Mobile messaging

15

South China Airlines

Online BookingUniqlo catalog

Your New Online Storefront

42

Fruits

43Health Insurance

44

WeChat Vending Machines

16

New York Apartment - $13M

10

Stickers

1 billion stickers/day

$66M revenue

11

Mobile Coupons

13

Flash Sales

“Social Commerce” via Facebook

Buy a Product by Commenting “Sold”

61

How do you introduce a new beer

brand in a highly-crowded market?

McDo Create Your Own Burger

10% of annual sales target pre-sold

# 4 Enhance the In-Store

Experience with Mobile

Source: Cisco, 2013

Mobile is changing shopping behaviors

37© Mobext 2012 mobext.com

From “push girls” to beauty consultants

37© Mobext 2012 mobext.com

38© Mobext 2012 mobext.com

39© Mobext 2012 mobext.com

Kate Spade iPads in Store

7026© Mobext 2012 mobext.com

time to serve order errors product availability

26© Mobext 2012 mobext.com

Scan & Go Tablet Application

27© Mobext 2012 mobext.com

faster time to serve

serve multiple

customers simultaneously

minimal errors

instant inventory

confirmation

CRM

# 5 Mobilizing Loyalty

“The ultimate in marketing is

marketing to the individual and customizing

products to the individual.”

34

Bob McDonald, former CEO

Procter & Gamble

Source: Cisco, 2013

36

Consumer Database System

STEP 1: Build Database

70

Opt-In Call-to-Action in All Media

37

Time Spent

Geography

Purchase

History

Social

Sharing

Dormant quality

users

Users with

specific

interests

Loyal Users

STEP 2: Segment Customers

38

Dormant quality

users

Users with

specific

interests

Loyal Users

STEP 3: One-to-One Communications

39

Dormant quality

users

Users with

specific

interests

Loyal Users

40

Dormant quality

users

Users with

specific

interests

Loyal Users

Will mobile eventually obsolete

traditional loyalty cards?

Deals Rewards Freebies

SUMMARY: 5 Recommended

Strategies

1. Create Multi-Channel Shopping Experiences

2.Dominate Local Search

3.Mobilize your Social-commerce Strategy

4.Enhance the In-Store Experience with Mobile

5.Mobilize Your Loyalty Programs

94

Mr. Arthur PolicarpioHead of Mobext APAC

CEO – Mobext Philippines

arthur.policarpio@mobext.com

+639175694375@art_policarpio (Twitter)