online to offline how local mobile search drives in-store foot traffic: mphase
TRANSCRIPT
Online to OfflineHow local mobile search drives in-store foot traffic
GOAL : Know your customers’ mobile behaviour
Stage 1 : The Origins (« Yesterday »)
Stage 2 : The Revolution (« Rise of the SoLoMo »)• Customers expectations • Customers mobile moments
Stage 3 : The New World Order (« Local mobile search »)• Mobile « everywhere »• Mobile is local
Stage 4 : The Mutations ( « Richer, more complex »)• The modern marketing toolbox • Looking ahead
We’re about Marketing Innovation
Airline
Tourism
Banking & Finance
Public transport
Real Estate
Mobile Payment
Retail
Events
Insurance
Innovations in Customer Experiences
Strategy & Creativity
Technology Monitoring
Gaming
Education
mInteractive display
Services Industry sectors
Stage 1 – The Origins : « Yesterday »
• Traditional marketing tools used to be sufficient to attract and win customers
• Retail stores were only facing local competition
OFFLINE used to be the only « Power » in the quest for customers
THEN THE CUSTOMER’S PATH TO PURCHASE CHANGEDTechnology disrupted the linear buying process and behaviour
In-store traffic was the result of a simple equation
Stage 2 – The Revolution : « Rise of the SoLoMo »
Procter & Gamble: First & Second Moments of Truth
Moment of TruthIn Customer Service, instance of contact or interaction between a customer and a firm (through a product, sales force, or visit) that gives the customer an opportunity to form (or change) an impression about the firm.
First : ShelfSecond : experience during the life of the product
Introducing the Moments Of Truth (a classic, already!)
Stage 2 – The Revolution : « Rise of the SoLoMo »
Google: the Zero Moment of Truth
EachEngaged Customer becomes aBrand Ambassador
... Customers’ Expectations Evolved...
« To Find exactly What I want,in my immediate context,
at the exact moment I need it ! »
IMMEDIATE1
SIMPLE2
RELEVANT3
... Mobile Moments Play a Crucial Role...
DISCOVER
EXPLORE
BUY
USE
ASK
ENGAGE
FORRESTER : A mobile moment is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context.
Newsletter
Time-Sensitive Offers
Flash Sales
Engagement-Focused
Proactive information
Share, Personalize
Discover Use
Explore Ask
Buy Engage
Stage 3 – The New World Order : « Mobile everywhere »
Smartphone users owning at least one other connected
device
Year when local mobile search will exceed desktop searches
Canadian adults owning a smartphone
46% 201556%
Mobile phone users accessing Local content
Smartphone owners using their device in stores to shop
Customers preferring ads to be local
48% 80%4 in 5
... TELL ME WHO YOUR CUSTOMERS ARE...
KNOW your customers local search habits, behaviour & intentions
Search on for
Address / directions
Opening hours
Products
duringWork hours
Evening
Use what you KNOW : The modern marketing toolbox
Stage 4 – The mutations : « The modern toolbox »
• Geo-fencing & Location-based Ads• Google Plus• Radius bidding• Loyalty programs & Daily deals• iBeacons & Push Notifications• In-Store Experience• A/B Testing for in-store drivers• Mobile payments• …
x2Shopping searches are two times
more likely to be performed in-store
50%Of customers who conducted a local search on their smartphones visited
a store within a day
3 of 4Mobile searches that end in
purchase bring customer to an offline store
Stage 4 – The mutations : « Looking ahead »
• Online strategy (Local mobile search) MUST drive in-store traffic
• In-store experience MUST improve customer engagment
• Customer engagement results in more exposure as customer become a brand ambassador
• Exposure leads to PURCHASES both ONLINE & OFFLINE
OFFLINE & ONLINE strategies Must become complementary
Stage 4 – The mutations : « Looking ahead »
• Find ways to harmonize the customer’s experience from the moment he searches on his mobile until he WALKS OUT of the store
• New technologies & tools are available to design an integrated experience throughout the buying process
• A multichannel strategy is key
Building bridges between online customer insights & in-store experience
Sources
• http://www.cision.com/us/2013/06/50-mobile-search-stats-and-why-you-should-care/
• http://googlemobileads.blogspot.ca/2013/03/mobiles-immediacy-effect-half-of-mobile.html
• https://www.thinkwithgoogle.com/research-studies/mobile-in-store.html
• http://solutions.forrester.com/mobile/landing-61Q6-3212NK.html
• http://urbanairship.com/lp/gimbal-urban-airship-partnership-webinar?email=a.balde%40mphase.ca&direct=true
• http://www.localsearchassociation.org/Main/Infographics.aspx
• https://www.comscore.com/Insights/Events-and-Webinars/Webinar/2014/Trends-Shaping-Local-Search-in-2014
• http://www.acromobile.com/success-stories-0/bid/310310/Mobile-Engagement-Requirements-for-Retail
• http://www.cbc.ca/news/business/smartphone-use-way-up-in- canada-google-finds-1.1384916