Connected retail How to successfully integrate mobile

into the omni-channel world

Rune Sølvsteen @silverrunner

Today

1 Consumer expectations

2 Should you do it?

4 Key takeaways to implement now

3 If you do it! & Cases

Consumer expectations

Connect everything everywhere

Device agnostic

Any device Same content

Instant gratification

Source: YouGov Social TV trends Report by Diffusion Aug 2010

Seen on TV Shared on FB,

Socially approved by a girlfriend

Then bought online Paid with mobile wallet Delivered to her home

90 minutes later

They expect disruption of everything you know today

Should you do it?

Indeed US marketers already spend 16% online

16% 84% VS.

Source: Forrester US Interactive Marketing Forecast 2011 to 2016, published 2011

And so the marketing mix needs to be adjusted

(Own) websites

Email Embedded video

Newspapers / Magazines

Mobile

In Store & OoH

Online video

Blogs Search

Banners Behavioral

Re-targeting

Social

All forms of TV

But is mobile your first next step?

•  Large installed base 21M •  But only 40% use media

•  And the average click through on banners is 0.61%

•  Bounce rates are at 33%

•  In the end you reached 21M x 40% x 0.61% x 33% = 17k

•  And they view just 1.53 pages on your site!

But is mobile your first next step?

•  Large installed base 21M •  But only 40% use media

•  And the average click through on banners is 0.61%

•  Bounce rates are at 33%

•  In the end you reached 21M x 40% x 0.61% x 33% = 17k

•  And they view just 1.53 pages on your site!

Agreed it is a flawed calculation

But it gets you thinking…

Yes adapt to meet purchase behaviour, but get your house in order first

Day 1 Ad triggers research

Day 7 Research offline

Day 20 Research online

Day 38 Purchase in store

TV ad

Door-to-door

folder Google

Wehkamp

G-Star H&M

Zara Bing

G-Star

Asos

Bijenkorf

Google

H&M

Zara

Attention & Interest Desire Action Conviction

And then you need a mission to truly attract & connect

If you do it;

Here is how I would think about it

Novice

•  Establish mobile presence. • Optimize existing efforts for mobile

Explorer

•  Conduct inexpensive mobile only tests •  Extend existing campaigns to mobile

Intermediate

•  Treat mobile as its own channel • Directly engage mobile consumer • Use other channels for support.

Advanced

• Mobile simply “is”. It’s a natural part of your business • Mobile is in all that you do. It connects offline & online

Freely adapted from Forrester “The five phases of mobile marketing evolution”

Hunkemöller case

Goal: Connect with existing & new members everywhere, anytime

•  Goals •  Attract younger audience to

become / remain member •  Increase engagement with

brand & nurture loyalty •  Grow cross channel retail

customers •  Grow mobile conversion

•  Situation •  Approximately 1M members

using a physical card •  Member cards are outdated

& consumers often forget card

•  No loyalty. Only transactional

•  Relative few women 15-29 buy online with HKM

•  Brand has evolved, but not reflected in member card

Solution: A digital membercard, shop, store locator & magazine

Hunkemöllers mobile app allow consumers to be inspired by the magazine, follow HKM on social media,

find a local store, access their personal goodie bag plus of course shop & continue to save membership points

Results: Members & new members increase their engagement with the brand

•  Results revenue •  Response on vouchers 7%

Simple vouchers have run rate of €40k revenue

•  Mobile conversion up 20% •  Usage of membercard

increasing

•  Results app •  Close to 100k downloads in

first 4 months •  Retention 35%+ •  87% existing members

13% new members •  Main usage by women 15-29

Case: Inner teams

Who are your experts? How do you find & use them?

Connect your experts through a simple mobile phone application

Search Enter the topic you are interested in via a mobile or web interface

Find A list appears w colleagues who have knowledge about this topic

Call The expert gets called, accepts the request and takes the consult

Rune Solvsteen seeks your advise on “instore marketing”. Press 1 to take the call. Press 2 to …

Unlock access to corporate knowledge beyond circle of trust

1.   Easily find & contact an expert 2.  Continuous learning through user

feedback 3.  Know where to focus your retention

effort: Who are your real experts

•  Reduce search time for experts with up to 35%

•  Experts are of higher relevance which ensure better problem solving & innovation

•  Reduce onboarding time of new employees

The real reason that…

To own your data!

 Source:  McKinsey  Global  Ins4tute  Analysis  

Source: Defacto Partners research.

•  Google knows what you want

•  Facebook who you are •  The phone where you are •  The bank what you can

afford or borrow •  The Retailer gives the

personal, local, instant, time-limited offer…

Personal Private

Geo-optimized targeting

Merging technologies & big data follows you like never before

Key take aways

Key take aways

1.   Consumers are device agnostic. They expect you connect everything everywhere. And when you do they want instant gratification

2.   The largest opportunity for you may not be in mobile. Get your (online) house in order first

3.   If you do go mobile, then find out where you are on the ladder of (mobile) marketing evolution and plan accordingly And then remember: To really make a difference you must have a mission

4.   Plan for the collection and use of big data. If you know what your client can afford, what he likes and where he is right now; What can you offer that no-one else can? This is where the real opportunity lies.

Thank you

Rune Sølvsteen Rune.solvsteen@defactopartners.eu

http://twitter.com/silverrunner http://www.linkedin.com/in/solvsteen

http://about.me/silverrunner +31 646 377 173