ecr europe forum '08. shopper dialogue: how mobile phones are bringing consumers and brands...
DESCRIPTION
Shopper dialogue: how mobile phones are bringing consumers and brands closer togetherThe industry is beginning to see the value of creating a dialogue with consumers using advances in technology to understand their needs better. In this session participants will see how mobile phone technology is enabling this dialogue to take place. Concrete case studies, implementation steps and more are promised.Speakers: Carrefour, Light Agency and Nestlé.Facilitated by GS1.TRANSCRIPT
Shopper Dialogue: how mobile phones are bringing consumers and brands closer togetherJoe Horwood GS1 Global Office
© 2008 GS1
Key concepts
Consumer
Product
Mobile phone
Store
Network
Information
© 2008 GS1
What is “Shopper Dialogue”?
“The industry has an opportunity to better serve shoppers by creating a two-way dialogue with them, helping them to make more informed decisions, and linking the store and the home with emerging in-house and consumer technology”
© 2008 GS1
Mobile – a huge success story
• Mobile phones have been successful because they meet a basic need to communicate
© 2008 GS1
Opportunities linked to mobile
• 3 billion mobile phones = every consumer
• Tool already defined for communication:• Personal• Live• Two-way
• Endless list of consumer needs that could be met better (health and wellbeing, product origin)
© 2008 GS1
How is GS1 helping Shopper Dialogue
• Mobile Com group active since June 2007• White Paper published February 2008• Current status
• Extended packaging• Defining user requirements• Outreach to mobile industry
White Paper available at www.gs1.org/mobile/
© 2008 GS1
Shopper dialogue – success factors
• Innovative business models• Consumer adoption• Technology availability• Interoperable systems
GS1 in in unique position of bringing together all stakeholders on neutral territory and enabling success
© 2008 GS1
GS1 Mobile Com Workgroup
Retailers
AholdCarrefourKaoMarkantMaximaMetroMigrosReweTescoWalmartWegman’s
Manufacturers
3MAjinomotoHudoraJ&J ConsumerKraftLoréalMerckNestléP&GPfizerSmiths MedicalSmuckersUnilever
Mobile Industry
EricssonMotorolaMotorolaNokiaOrange LabsProximusT-MobileGSMAMMA
To join contact Joe Horwood at [email protected]
Contact Details
Joe Horwood GS1 Global OfficeE [email protected] + 32 473 33 47 85W www.gs1.org/mobile
Mobile Commerce Brand's Perspective
Vanderlei (Vandy) Santos Nestlé
© 2008 GS1
Build awareness about engaging withconsumers and business partnersthrough mobile phones
Reinforce the need for open standardsand infrastructure
Get your active participation
Objectives
© 2008 GS1
The importance of Mobile Commerce
Outline
How our industry can make it happen
Potential business cases and successstories
© 2008 GS1
More mobile devices than computers
People more connected and sharing
Real two way dialog and collaborationat fingertips anytime
Mobile technology is changing the way we live and do business
© 2008 GS1
More informed and connected
Value convenience and the opinion from other consumers
Expectation for added value servicesand personalized services
Consumer behaviors and expectations are changing
© 2008 GS1
GS1 has a key role to make it happen
Mobile Commerce is strategic for engaging with consumers and business partners
Outline
Potential business cases and successstories
© 2008 GS1
PersonalizedServices &Content
Promotions
Extended Packaging
Tailored and relevant messages
Based on consumer preferences, timing and location
TailoredRelevant
Additional information and services (e.g. recipes, advisor) when consumer wants
Influence consumer in the shopping moment
We can create new ways of engaging with Consumers
© 2008 GS1
Mobile phones replace physical membership cards
Can find closest store to buy a product
Can compare prices and also be alerted when close to store (using GPS)
Can place orders for products scanned directly from a catalog
We can create new ways of engaging with Consumers
Loyalty Programs
Store Location & Comparison
Catalog Shopping
© 2008 GS1
Checks order status and delivery and delivery schedule on the mobile phone
Driver informs the actual delivery via mobile phone
Small shops can place orders on their mobile phones by scanning the barcode
We can also improve our Customer Services
Supply ChainInformation andTraceability
Ordering
© 2008 GS1
Emerging applications linking objects with information and services
© 2008 GS1
Emerging applications linking objects with information and services
© 2008 GS1
Our industry is already exploring these new ways
Nestlé Japan
Other CompaniesExamples
Other CompaniesExamples
Other CompaniesExamples
© 2008 GS1
Mobile Commerce is strategic for engaging with consumers and business partners
Outline
How our industry can make it happen
The lack of standards makes it harderto leverage opportunities
© 2008 GS1
Faster adoption
Broad Reach
Lower costs
Ensure interoperability
We must act now to have open standards and infrastructure
© 2008 GS1
Initiated GS1 Mobile Com Group
Group has developed White Paper
Started discussions with key playersand standardization bodies
GS1 Community already started working
© 2008 GS1
Participate actively on GS1Mobile Com Group
Participate in discussions with key players
Discuss with your users and share their needs and challenges
Your participation is key to make it happen
© 2008 GS1
Mobile Commerce is strategic
The lack of standards makes it harderto leverage opportunities
Summary
Working together we can make it happen !
© 2008 GS1
Contact details
Vanderlei (Vandy) SantoseBusiness Project Manager
D +41 21 924 6727E [email protected]
Albert HeijnAlbert Heijn& &
Mobile Mobile CommerceCommerce
““The latest way to shop ?The latest way to shop ?””
Erwin Veer Erwin Veer -- AH Innovation Manager AH Innovation Manager [email protected] Europe, 28 May 2008ECR Europe, 28 May 2008
Albert Heijn
Founded in 1887 by Albert Heijn Sr.770+ stores€ 8.0 billion sales in 2007 12,1% sales increase in 200729,5% market share in The Netherlands
Part of Ahold, in The Netherlands also:– Gall & Gall (wine/liquor)– Etos (drugstore)
Albert Heijn Formats Conveniënt stores since 199938 Locations1.000 products per store75 -100 m2
Albert Heijn Extra Large since 200226 Stores>30.000 products per store3.500 m2
Supermarkets since 1955708 Stores8.000 – 22.000 products per store800 – 2.500 m2
Albert Heijn Web storeAlmost country wide home delivery service
Aim of this presentation
Show the breadth of Albert Heijn’s mobile pilotsShow the possibilities mobile commerce has for our industryInvite others to help build the mobile ecosystem
Our Customer
2. Buying
1. Preparation
4. Eating
3. Cooking
“choosing”
“surprising”
1. Preparation:
Digital Shoppinglist, Store Navigation
2. Buying:
Mobile scanning and payments, Personal promotions, Allergy Assistant
3. Cooking:
Cooking Assistant and information, Entertainment
4. Eating:
Entertainment, remote control
Some potential (mobile) applications toward customers as a result of the upcoming Mobile Lifestyle
Finished Initiatives:– Tips op Maat 1 (SMS)– Tips op Maat 2 (SMS)– Mobile Power– Touch & Go (NFC selfscanning)
Current Initiatives:– Payter Phase 1 (NFC payment)– Touch & Go Again (NFC payment and NFC selfscanning)– Payter Phase 2 (NFC)
Future Initiatives:– Tips op Maat 3 (Bluetooth)– Allergy assistant – Online Food assistant– Personal shopping lists– ….
AH Mobile Pilots 2007/2008
Tips op Maat 1 & 2Personal information offered at the right moment.
Objective:– Surprise the customer with information– In store or at a convenient moment during the day
Status:– Concept consists of SMS services and Bluetooth
services. – Bluetooth test under preparation– Partners PLUK, BlueAd
Pilot:– SMS Pilot 1 finished– SMS Pilot 2 currently evaluated
Next steps:– Pilot 3 with opt-in Bluetooth information service
Touch & Go - Mobile SelfscanningCustomers can scan items while shopping and pay at a separate payment station.
Objective:– Reduce queue lengths at check-out for frequent
customers
Status:– Start pilot July 2007– 120 customers– 3 months– Partner Capgemini
Pilot:– Pilot finished and successful
Next steps:– New pilot prepared with mobile payment integration
Pay with your mobile phone
Objective:– Increase ease of payment– Platform for additional services
Status:– Pilot started in August 2007
Pilot:– 1000 customers with a Payter-phone– Over 50 retailers in Rotterdam– 1 AH Store– Runs until Augustus 2008
Next steps:– Payter has big rollout plans for 2008/2009– AH has not made a decision yet
Payter 1
Payter 1
Selfscanning and payment with your mobile phone
Objective:– Never wait in-line anymore– Pay with your mobile phone without a checkout– High payment convenience: speed of Chipknip (no PIN-code), ease of Debit (no
recharging)Status:
– Partners: Rabobank, Capgemini, Blue Ad en Servex– IT almost finished
Pilot:– Start Q2/Q3 2008– 1 Store– 6 months
Next steps:– Evaluation and additional development– Develop ecosystem
Additional functionality on the Payter mobile phone for AH customers
Objective:– Discover how customers react to additional
NFC functionality – Every month 2 new AH/Payter pilots
Status:– Partners: Payter, Pathe, others– Examples:
• Recipes on the mobile• DVD Top 5 trailers on the mobile• AH Commercials on the mobile• Interactive In-house magazine Allerhande
Pilot:– Pilot started May 2008– 5 months
Next steps:– TBD
Payter 2
Future PilotsIdeas currently developed into future pilots
1D-barcode scanning, useful with:– Allergy assistant on the mobile– Dietary assistant on the mobile– Mobile selfscanning– Home scanning for shopping lists
2D-barcode scanning, the next wave in mobile devices…. (We are open for really innovative ideas)
ConclusionsBasics:Mobile technology does work (NFC, Bluetooth, SMS, GPRS, etc)
Challenges:GPRS coverage is not always perfect in store (yet)GPRS subscriptions are not standard or cheap (yet)NFC phones are not common (yet)
Opportunities:Customers love to use their mobile phone in store as long as:
– It adds value to them– It is easy to use
Customers also use their phones outside the store….
Thank youFor your attention-
What’s possible today?Stefan Magnusson,Managing Director, The Light Agency
© 2008 GS149
Overview
1. Introduction to M BAR GO®2. Mobile marketing options and capabilities today3. Introduction to SHOP SCAN SAVE®4. Effectiveness of mobile marketing5. Case study6. Challenges7. Conclusion
© 2008 GS150
How M BAR GO® works
© 2008 GS151
Save 50p Carling Lager 2x500mlSave 15p Coca Cola Zero 500mlSave 50p Galaxy Minstrels Pouch
225gSave 25p Tetley Tea 40’s
Here are your SHOP SCAN SAVE @ PayPoint offers
available until 18/4/08
The current range of coupons
Your Sunday Times voucherhttps://www.sundaytimes.com/WAP_vouc her.WAP.HTML
SMS MMS WAP
© 2008 GS152
Mobile links to other media and enhances consumer value
© 2008 GS153
How SHOP SCAN SAVE® works
© 2008 GS154
What consumers see
Save 50p Carling Lager 2x500ml
Save 15p Coca Cola Zero 500ml
Save 50p Galaxy Minstrels Pouch 225g
Save 25p Tetley Tea 40’s
Here are your SHOP SCAN SAVE @ PayPoint offers
available until 18/4/08
© 2008 GS155
113% increase in basket spend
96% increase in items
SHOP SCAN SAVE members buy higher margin products
and are therefore more profitable customers
Mobile Loyalty Increases Sales and Margins
© 2008 GS156
[If u r 18 or over and would like to receive offers on beer, wine and spirits from SHOP SCAN SAVE@PayPoint, please reply OVER]
[many thanks 4 dealing with my shop scan save so promptly ! my store dealt my request.thanks again !!]
[thankyou for txt back it is nice to know someone listens and does something about it i will use my barcode
tommorow]
[my niece is getting married tomorrow and she cant afford a big posh do. have you any offers to help make her day special]
[Its my birthday tomorrow how about a free drink]
Mobile increases customer engagement
• 23% POSITIVE response rate within SIX hours
• Further 3% following 18 hours, i.e. 26% within 24 hours
• Another 5% responded UNPROMPTED after offer went out
© 2008 GS157
In the final three months of our enterprise trial with Sainsbury’s@Jacksons, 18% of the
barcode scans DID NOT GENERATE ANY REDEMPTIONS
Mobile interaction affects behaviour
© 2008 GS158
• SHOP SCAN SAVE® increased sales by an additional 190%• The redemption rate for this offer passed 25%• Total membership of SHOP SCAN SAVE® increased by over 3%
Quicker execution, more profitable results
© 2008 GS159
Challenges
1. Customer understanding
2. Retailer Integration
3. Retailer training
4. Proposition development
Same as for Loyalty cards, In-store screen media, online advertising etc
© 2008 GS160
InstantPersonalMeasurableSecure
“We recognise the positive impact that SHOP SCAN SAVE has had on specific promotions, for example Believe and PG Tips ”
Helen Buck, Director of Brand Communication,SAINSBURY’S
What clients like
