bricks + mobile 2011 - terrified retailers take control

Terrified retailers take controlMobile technologies that are transforming the in-store experience for consumers

Look out into your store…

WHAT IS IN-STORE MOBILE?

THIS IS IN A STORE, ON A MOBILE

WHAT IS IN-STORE MOBILE?

Any mobile experience that drives consumers into a store and converts shoppers into buyers

WHAT IS MAKING IT HAPPEN?

INTRODUCTIONPatrick Collins, CEO 5th Finger

• Established in 2000 in Sydney, Australia; Moved global headquarters to SF in 2008

• Full Mobile Marketing solutions provider: Mobility Planning, SMS Loyalty Programs, m-Commerce, App Development, Mobile Web

• Recent award-winning work for Coke, Victoria’s Secret

• Award winning platform: RedShop mCommerce and RedShop Loyalty.

• Pioneers in the field of Bricks + Mobile

MOBILE IMPACT PRE-STORE AND IN-STORE

Enhance RETAILER marketing programs to drive foot traffic

(pre-store)

MOBILE OPPORTUNITY MAP

Support CONSUMER behaviors to convert shoppers into buyers

(in-store)

• Coupons

• Loyalty Cards/Programs

• Check-in/Gaming

• Geo-Fencing

• Multi-Channel Marketing

• Research

• Inspiration

• Check Out

IMPACT OF MOBILE

RETAILER OPPORTUNITY

PRIORITY

COUPONS

• No more “coupon orphans” at bottom of purse, left on printer, console of car

• Ability to scalably deliver personalized offers

• Great mobile “gateway” experience

• Engage your most loyal customers

• Promote brands and store

IMPACT OF MOBILE


PRIORITY

LOYALTY CARDS/PROGRAMS

• Low impact enrollment, phone # as universal identity

• Creates communication channel, not just member identification

• Upgrade loyalty program to become a catalyst program

• Potentially lucrative payments opportunities

IMPACT OF MOBILE


PRIORITY

CHECK-IN/GAMING/LOCATION-BASED

• Incents consumers to announce store presence

• Consumers as advocates• Instant Loyalty Program

• Real time customer segment marketing by type (new, existing), value and location

• In-store value delivery

IMPACT OF MOBILE


PRIORITY

GEO-FENCING

• Gives brand a window into “where” customer is when they are outside of store

• Creates new context for marketing messages

• Engage consumers when they are near/in store

• Market to consumers when you believe they are going to be near the store

IMPACT OF MOBILE


PRIORITY

MULTI-CHANNEL MARKETING

• Adds extra layers of information to print/outdoor

• Creates two way dialog to traditionally one-way communications

• Create marketing moments where consumer can take action

• Build dialog around static advertisements

PRE-STORE SUMMARY: mobile increases the impact and engagement of traditional retailer marketing programs

PRE-STORE SUMMARY: mobile increases the impact and engagement of traditional retailer marketing programs

RETAIL ALGEBRA

WE DID A STUDY

RETAIL ALGEBRA

TEN consumers walk into a store…

RETAIL ALGEBRA

FOUR say “I’m buying today!”

RETAIL ALGEBRA

ONE actually makes a purchase

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

#1 I couldn’t find anything I liked

#2 I couldn’t find my size

#3 I didn’t feel like waiting in line

MOBILE IMPACT PRE-STORE AND IN-STORE


(pre-store)



(in-store)

• Research

• Inspiration

• Check Out

• Coupons


• Check-in/Gaming

• Geo-Fencing


IMPACT OF MOBILE


PRIORITY

CAN’T FIND ANYTHING I LIKE: RESEARCH

• Increases in-store decision making ability

• Creates competitive pricing transparency

• Opens up competitive presence in your store

• Increase capacity of store associates – reduces required expertise

• Marketing opportunities during decision

IMPACT OF MOBILE


PRIORITY

CAN’T FIND ANYTHING I LIKE: INSPIRATION

• 1:1 messaging channel• Consumer supplies hardware

for potential solutions• Consumer ‘signals’ need for

help

• Put the intelligence of 100 store associates or 1,000 friends into consumer hand

• Include escalation protocol for “push to associate”

CAN’T FIND ANYTHING I LIKE: QR CODES

Connecting consumers with research, and inspiration

IMPACT OF MOBILE


PRIORITY

NO WAITING IN LINE: SELF-CHECKOUT

• Consumer + consumer technology replaces cashier

• Faster development of “POS” technology

• Marketing opportunities as basket fills

• Retail opportunities not limited to POS presence

IMPACT OF MOBILE


PRIORITY

NO WAITING IN LINE: MOBILE ASSOCIATE CHECKOUT

• Distributed check-out improves store flow

• Puts ‘check out’ in hands of a seller

• New ad hoc retail locations not tied to installed POS (e.g., Apple SXSW store)

• Cashier as upseller

IMPACT OF MOBILE


PRIORITY

NO WAITING IN LINE: NFC

• Reduce speed of checkout

• Displace loyalty cards and credit cards

• Provide easy access to information

• Improve checkout flow through

• Create information layer inside of store 201

2?

For 2011, NFC = “Not For Christmas”

IN-STORE SUMMARY: InspirationQR CodesSelf-checkoutAssociate CheckoutNFC

IN-STORE SUMMARY: InspirationQR CodesSelf-checkoutAssociate CheckoutNFC

WRAPUP


(pre-store)



(in-store)

• Coupons


• Check-in/Gaming

• Geo-Fencing


• Research

• Inspiration

• Check Out

thanks

bricks + mobile 2011 - terrified retailers take control

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