hispanic in-store mobile experience - chapter 1 presentation
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Hispanic In-store Mobile Experience
Social Shopping
Hispanics over-index in smartphone usage 45%
34%
Hispanic General Market
Hispanics over-index in smartphone usage
#HispanicMobile
Hispanics over-index in social media activity
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26.8%
8.5%
Hispanic General Market
Spend 6 hours or more on social media sites daily
Hispanics over-index in social media activity
#HispanicMobile
Mobile
#HispanicMobile
Mobile + Social
#HispanicMobile
Mobile + Social + Some $$
= #HispanicMobile
68.4%
#HispanicMobile
68.4% % of Hispanics who prefer
to shop with others
#HispanicMobile
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Every day purchases
Big Ticket Items ≠
#HispanicMobile
Every day purchases
#HispanicMobile
Every day purchases
• Spouse • Children
#HispanicMobile
Every day purchases
• Spouse • Children
• Assist w/ shopping • Fun / bonding
#HispanicMobile
Big ticket items
#HispanicMobile
Big ticket items
• Friends • Siblings
#HispanicMobile
Big ticket items
• Friends • Siblings • Advice
• Approval • Consensus
#HispanicMobile
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At the store
#HispanicMobile
Top activities while shopping at a store
Chart page 11
Top Activities While Shopping at a Store
#HispanicMobile
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Hispanics are less interested in
product reviews
Why is that?
#HispanicMobile
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Shopping companions mitigate this
need
#HispanicMobile
21 #HispanicMobile
Problem
22 #HispanicMobile
Single-centric
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Our Recommendation…
#HispanicMobile
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MAKE IT
SOCIAL!
#HispanicMobile
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• Enable in-aisle mobile shopping
#HispanicMobile
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• Enable in-aisle mobile shopping
• Include shoppers’ companions in mobile experience design
#HispanicMobile
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• Enable in-aisle mobile shopping
• Include shoppers’ companions in mobile experience design • Single-device, multi-user • Multi-device, multi-user
#HispanicMobile
28 #HispanicMobile
Imagine grocery shopping…
#HispanicMobile
• Free, fast WiFi
#HispanicMobile
• Free, fast WiFi • Store app that features:
• Group communication (voice or text)
#HispanicMobile
• Free, fast WiFi • Store app that features:
• Multi-user shopping list • Group communication (voice or text)
#HispanicMobile
• Free, fast WiFi • Store app that features:
• Multi-user shopping list • Shared decision-making (thumbs up/down)
• Group communication (voice or text)
#HispanicMobile
• Free, fast WiFi • Store app that features:
• Multi-user shopping list • Shared decision-making (thumbs up/down)
• Group communication (voice or text)
#HispanicMobile
• Free, fast WiFi • Store app that features:
• Multi-user shopping list • Shared decision-making (thumbs up/down) • Real-time, shared calculator (inc. taxes!)
• Group communication (voice or text)
#HispanicMobile
• Free, fast WiFi • Store app that features:
• Multi-user shopping list • Shared decision-making (thumbs up/down) • Real-time, shared calculator (inc. taxes!) • Location-aware store map
• Group communication (voice or text)
#HispanicMobile
• Free, fast WiFi • Store app that features:
• Multi-user shopping list • Shared decision-making (thumbs up/down) • Real-time, shared calculator (inc. taxes!) • Location-aware store map • Real-time deals based on purchases
• Group communication (voice or text)
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Wouldn’t that be nice?
#HispanicMobile
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Chapter 2: The Deals Ethic
#HispanicMobile
Chapter 3: The Role of Culture
Chapter 1: Social Shopping
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