expanding touchpoints to improve the in-store shopping experience
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Join Retail TouchPoints and a distinguished panel of industry experts for an advanced look at new research that will give insight into where your peers are prioritizing their investments and how they are planning to use new tools and tactics to “digitize the in-store shopping experience.TRANSCRIPT
Expanding TouchPoints to Improve the In-Store Shopping Experience
Panelists
Andrew Gaffney Editor Retail TouchPoints
Gary Schwartz President & CEO Impact Mobile
Welcome Webinar Attendees
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Yes, we are currently investing in improving the customer experience (0 to 6 months)
This is a priority over the next 6 to 12 months
This is a priority over the next 12 to 24 months
Not a priority at this time
Is improving the in-store customer experience a priority for your organization?
If yes, which of the following technologies are you prioritizing to help improve the shopping experience?
Currently Using Plan To Deploy in Next 12 mos. Researching No Plans
Line Busting/Mobile POS 9.4% 21.7% 41.5% 27.4%
Clienteling/Guided Selling on Mobile 6.4% 20.0% 46.4% 27.3%
Mobile Couponing 13.3% 18.6% 44.2% 23.9%
Social Media 58.8% 20.2% 14.0% 7.0%
Digital Signage 29.2% 20.4% 26.5% 23.9%
Marketing at POS 45.0% 19.8% 20.7% 14.4%
Checkout
Associate-to-Shopper Engagement
Shopper Personalization
Item Location
Which area of the current in-store shopping environment do you believe presents the greatest
need for improvement?
In-Stock/Out-of-Stock Positions
Mobile POS
Which of the following technologies do you believe has the greatest potential to improve the customer
experience for your shoppers?
Clienteling/Guided Selling
on Mobile Device
Interactive Digital Signage
Self Serve Kiosks
Self Checkout Personalized Promo Offers at
POS
RFID In-Store Video
Budget Restrictions
Lack of Experience/Expertise
Concerns Over Durability in Retail Environment
Doesn’t Fit Into Current Strategy
Security Concerns
Other
Which business challenges/constraints are preventing you from investing more aggressively in new customer
touch points?
Mobile Website
Mobile Apps (iPhone,
Android, BB)
SMS/Text Messaging
Mobile Couponing
Geo-Location Based
Marketing
Twitter Facebook Foursquare
Which of the following new channels/technologies do you think has the greatest potential to improve Customer Engagement with your customers?
Management Workbenches
Associate Tools
Device Integration (phone, web, internal)
Clienteling
If your organization is planning to increase the use of mobility within the store, what are the primary areas
you will be focusing on?
Customer-Facing Applications
Other
Motorola
Datalogic
Apple
Google Android Partners
Looking specifically at the use of mobility in your stores, which hardware vendor or mobile platform are you most interested in working with moving forward?
RIM/Blackberry
Other
Click2K’Ching The Mobile Shopper & The Impulse Economy
need to tie the consumer’s mobile number to the basket
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Tie mobile to basket
82% of US adults own cell phones 1. Connect with them via their primary means of communication.
1 Source: Pew Research Center’s Internet & American Life Project and The Nielsen Co. survey: April 29-May 30, 2010
CRM in your pocket . . .
Store 82%
Sporting event 36%
Doctor’s office 55%
In plane 14%
In church 7%
Movie Theatre 17%
VS. Store Other
Reach & Frequency
VS. Bells & Whistles
Reach & Frequency
VS. Bells & Whistles
comScore, Inc. 2010
First click . . .
Text message campaigns have greater than
15% response rates VS email with
less than 1%
The average text message
is read within
4 minutes of delivery VS email at
48 hours
2LMJCXFC7C
VS.
m-‐Media m-‐Mouse (acAvate) (publish)
Web / App navigaAon . . .
comScore, Inc. 2010
Web / App navigaAon . . .
comScore, Inc. 2010
• Mobile is a horizontal buy that adds value to your vertical PUSH • Activate traditional publishing mediums • Create a permission-based 2-way channel • Help the brand bridge to POS, WEB, CRM programs . . .
VS.
VerAcal Horizontal (cross-‐channel) (in-‐channel)
VerAcal Horizontal (cross-‐channel) (in-‐channel)
VS.
Discover Web Discover Me Discover Web Discover Me
ReThink (funcAon)
Shrink (form)
VS.
In recent A B testing with large retail D2C digital opt-in database: • Email 8% conversion • Mobile 20% conversion
Example Conversion
Yes, this is part of our current strategy (0 to 12 months)
This will be a focus over the next 12 to 24 months
Is your company focusing on “digitizing the in-store shopping experience” to match the convenience of the
Web?
No, this is not part of our current strategy
If yes, which of the following are you currently integrating into your in-store shopping experience?
Currently Using Plan To Deploy in Next 12 mos. Researching No Plans
Product Reviews 27.4% 25.6% 28.2% 18.8%
Recommendations 21.8% 33.6% 28.6% 16.0%
Share Products via Social Media 20.9% 29.6% 29.6% 20.0%
Yes.
No, but we plan to add.
Does your organization have a formal, company-wide social media strategy encouraging employees to
interact with customers?
Not at this time.
If yes, which social media tools have you found to be most effective?
YouTube Twitter MySpace Foursquare LinkedIn Others
Yes.
If yes, have you been able to quantify increases in consumer spending or store visits related to your
social media efforts?
No.
Budget Restrictions
Brand Consistency
Lack of Experience/Expertise
Doesn’t Fit into Current Strategy
If you have not yet adopted a social media strategy, what are the primary reasons?
Security Concerns
Other
Apparel/Footwear/
Accessories
Vertical Industry
Automotive Aftermarket
C-Store CE/Office Supply
Department/Mass
Merchant
eCommerce/Direct
Grocery Home Center/Hardware
Home Furnishings
Specialty Sporting Goods/
Outdoors
Up to $50 Million
$50 to $250 Million
$250 Million to $1 Billion
$1 Billion and over
1 - 50
51 - 250
251 - 500
501 - 1,000
1,001 - 5,000
5,001 +
Company Revenue Company Size
A little about the respondents...
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