the connected shopper - mobile in retail

The Connected Shopper

A presentation by

This isnʼt about technology..."

itʼs about psychology."

Entertainment

Fun

Socialization

Reward Bribery

Education

Killing Time

Exploration

Necessity

Pre-shopping Privacy Faster (no lines!) Availability Bargain hunting Lower barriers Procrastination Temptation

Why Do We Shop Online?

Why Do We Shop In Stores?

See and Feel Test Out and Try On Immediate Gratification Discovery Social Loyalty Emotion Experience

bits and bricks are no longer separate online is everywhere

CONVERGENCE

ONLINE BEHAVIORS OFFLINE

• Making and accessing lists

• Soliciting opinions on the spot

• Scanning and tagging products

• Sharing location and purchases

MOBILE BEHAVIORS EMERGING

THE NEW CONSUMER JOURNEY

THE TOOLS •  SMS and MMS •  Downloadable Apps •  Mobile Websites •  Check-in Features •  Barcode Scanners •  Augmented Reality •  Digital Out of Home •  Payment Peripherals

EMBRACE THE BEHAVIOR

ENHANCE THE

EXPERIENCE

How can retailers engage shoppers along the new consumer journey?

DISCOVER &

LOCATE

Nearly 1/3 of all smartphone owners surveyed reported calling or stopping into a local business after finding it by using a local search application

- Q1 2010 Smartphone Intelligence survey, Compete

COMPARE PRICES

Nearly ¼ of shoppers use their phone while in a store to competitively price shop an item

- Sterling Commerce and Demandware, 8/10

- Smartphone Marketing, AOL & Universal McCann

GET INF RMATION

LISTS & MEMORY

20% of consumers use their phones to create shopping lists or baskets

- Sterling Commerce and Demandware, 8/10

40% of smartphone owners have called someone to get an opinion on an item they are considering purchasing

while in a store. 39% have sent a text and 30% have sent a picture of the product to solicit feedback.

–  Q1 2010 Smartphone Intelligence survey, Compete

OPINIONS

SHARING

- Smartphone Marketing, AOL & Universal McCann

INCENTIVES

- Smartphone Marketing, AOL & Universal McCann

- InsightExpress June 2010 Digital Consumer Portrait

Have  them  sent  to  me  via  SMS;  45%  

Text  in  to  receive  while  I'm  in  store;  

27%  

Find  them  myself  using  an  app;  28%  

Column1  

Have  them  sent  to  me  via  SMS  

Text  in  to  receive  while  I'm  in  store  

Find  them  myself  using  an  app  

How would you like to receive coupons on your mobile phone?

RELEVANT & PERSONAL

77% of consumers bought more when online retailers made personalized product recommendations

36% are more loyal to retailers that provide true personalization in the shopping experience

- The E-Tailing Group, 2008

PAYMENT$ 2/3 are interested in the possibility of using their mobile phone to scan and purchase items, enabling them to bypass checkout lines

-  Sterling Commerce and Demandware, 8/10

- Motorola Retail Holiday Season Shopper Study, 2009

OPPORTUNITIES!

GO PAPERLESS

HANDS FREE SHOPPING

SEAMLESS

EMBRACE THE BEHAVIOR ENHANCE

THE EXPERIENCE

THANK YOU! Allison Mooney & Caleb Kramer @mobilebehavior mobilebehavior.com/blog