the connected consumer
DESCRIPTION
A brief overview of the Connected Consumer and how digital signage and interactive technology impacts the Consumer's experience.TRANSCRIPT
The!Connected!Consumer
Understanding the Connected Consumer, and how digital engagement can enhance the experience and the bottom line.
Me• 1998: Major League Baseball / NFL • 2005: Best Buy • 2009: Consulting • 2012: Pro-Motion Technology Group • 2013: Digital Screenmedia Association
@paulflanigan @idigscreenmedia
The Trusted Authority in!Connected Digital Solutions
700 Members • 45 Countries
What I’m Going To Talk About
Who is the connected consumer?
What does connecting look like?
What can you do to connect?
This is NOT about “retail.”!This is NOT about a product.!
This is about connectivity.!This is about an experience.!
This is about a solution.
Everyone is connected.
Dr. Martin Cooper
2013: 6.8 Billion Mobile Cellular Subscriptions
2020: 75 Billion Connected DevicesSources: MobiThinking, Business Insider
Who is the Connected Consumer?
147 (35%)
113 (27%)
108 (26%)
50 (12%)
Min
utes
/Day
A typical multiscreen user spends !
2 hours and 10 minutes each day !watching TV while
simultaneously !using a second
device. !
How much time do we spend on devices?
0
40
80
120
160
Smartphone TV Laptop Tablet
147
17
113
30
108
39
50
20
Sources: Google, MillWard Brown
70%Trust product/brand recommendations from friends/family.
Source: Forrester
45%Prefer a cross channel combination of online, mobile, and in-store shopping
Source: Gigya
In-store, online, mobile
In-store
Comparison of money spent between single and multichannel users.
The average in-store, online and mobile shopper spends!six times more than the average store-only shopper.!
Source: Mobile Commerce Daily
73%Prefer to do business with retailers who use personal information to make their shopping more relevant.
Source: Gigya
89%Of money still spent in the store vs online.
Source: Office of National Statistics/Jan 2014
!
The customer may not be always right,!but the customer is right now.!
What does connecting look like?
ShareSatisfyBuyConsiderAware
Online
TV
DOOH
Online Mobile Mobile
Digital Signage
Mobile
Online Online
The Customer Relationship Lifecycle
Customer driven, non-commercial origination
Two Kinds of Data
Passive Data
Active Data
Venue driven, commercial origination
Transactional Data, Touch screen, QR Code, iBeacon
Contact Data, Marketing Data, 3rd Party Data, RSS, news, weather, stocks, etc.
The Customer Relationship Data Lifecycle
From one-to-many to one-to-one
Whisky Lift & Learn
Allcare Inala Medical Centre - Australia
• System queries records of waiting room patients. • Plays content relative to nationality (language), age, and illness. !
RESULTS • Increase of patient awareness on illnesses. • Increase of discussion with GPs regarding visit. • Increase in Vietnamese patient visits.
Time Warner Flagship Store - New York City
What can you do?
You are competing for!attention, relevance,!and differentiation.!
Begin with the end.
Walk in your client’s shoes
Integration. Adaptation.
Focus on provable metrics.
Marketing Merchandising Store Operations
Financial Services Customer Service Vendors
IT Supply Chain Facilities
Bring everyone to the table.
Be the customer.
The venue is the amusement park. !
!
The product is the souvenir.
Thank you.