brand in hand - how brands can influence the shopping trip
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Brand in Hand: How Brands can Influence the Shopping Trip
Molly Garris, Digital Strategy Director, Leo Burnett and Arc Worldwide
will have a Smartphone
by January 50%
Source: US Smartphone Penetration and Projections, The Nielsen
Company
In highly considered
categories, we see
people
casually
browsing
products
just because they can.
In low-involvement
categories,
Smartphone owners
now have the ability to
learn more,
find deals and
compare
options.
The phone is quickly becoming America’s
MOST IMPORTANT SHOPPING
PARTNER
+
88 %
25 %
Most marketers say they
will utilize and
increase mobile
marketing in 2011.
Yet, few marketers rate
their efforts as
"extremely" or "very"
successful.
Source: Association of National Advertisers and the Mobile Marketing Association, 2010
There is a gap between INTENT to
execute and INSIGHTS to execute
The Research
Mobile Shopping
Quantitative Research
Online Survey
Sept. 2010
1800 Mobile Phone Owners
18-64
Appliances / Apparel /
Dining / Groceries /
General Shopping Nov. 2010
Heavy & High
Potential Mobile Shoppers 30
Webcam & Flip cam
/Experience Narratives /
Shopalongs
Qualitative Research
Heavy Mobile Shoppers Light Mobile Shoppers
91%
31%
Information found on
retailer sites isn’t enough
Heavy Mobile Shoppers Light Mobile Shoppers
79%
21%
Visit retailer website Visit manufacturer website
The website
does not seem to
provide details.
The information
seems more like an
advertisement.
The shopping experience may be
sub-optimized if retailers don’t utilize
the depth of information and
richness of experience that
brands have to offer.
Retailer Brand
A Macy’s shopper will
see basic information
about the TAG Heuer
watch collection.
However, a shopper
must visit the TAG
Heuer mobile site to
get specific details and
understand the
benefits of this
luxurious watch.
With higher
involvement
categories, mobile has to add value by
enhancing the in-store
experience.
Home Depot accommodates the DIY’er with
everyday tools but allows brands like Glidden
and Titan to educate with Product Demo Videos
Price comparison apps can provide more than
just a great deal. Brands can now add upload
product photos, videos and feature details.
Samsung even bought placement on
ShopSavvy. When shoppers scanned an iPad2,
which then drove shoppers to buy a Galaxy Tab
at Best Buy.
Sephora sprinkles customer review tags around the store on select
products, driving shoppers to read more on their mobile website.
Additionally, How-To Videos for brands like Kat Von Dee and a Try It On
tool for OPI nail polish can be found on their mobile app.
Understandably,
shoppers
may not be
interested in
product selection,
how-to’s and price
comparison tools
for your brand.
With low involvement
categories, mobile has to deliver
exponential value.
Target allows its Guests to redeem mobile coupons at checkout.
Shoppers opt in to the program on Target.com, receive weekly text messages with a link to a mobile website that displays all of the participating offers and the coupon bar code.
The phone is scanned at checkout and shoppers watch the savings come off of their bill automatically.
http://sites.target.com/site/en/spot/page.jsp?title=text_alerts
Kraft’s iFood Assistant not only helps shoppers locate recipes and manage their shopping list, but the app also integrates with grocers’ loyalty cards to deliver mobile coupons via loyalty card swipe.
Kingsford and Costco
partnered to provide all
things Backyard BBQ.
Their co-branded web
section includes:
- Grilling videos and how-
to’s,
- Grilling tips and tricks,
- Recipes and
- BBQ music on Pandora
radio.
While retailers should
lead with
infrastructure, Brands must support retailers
with rich content, offers and
shopping tools.
Based on how shopping differs
by brand category, there is not
a one size fits all solution.
Every category has a unique imprint
of relevant mobile activities.
Appliance Apparel Restaurants CPG
There is a range of
activity
relevance
The various mobile
shopping
activities can
be mapped on
this range of
relevance
A strong
mobile
presence is
more important
than ever.
The Approach to your Brand in Hand
Consumer
Needs
Appliance Apparel Restaurants CPG
Start by understanding
your shopper
Prioritize needs
based on category
Leverage partnerships to develop and promote strategic solutions
THANK YOU
THANK YOU
Molly Garris
Digital Strategy Director,
Arc Worldwide
@girliefromthed