the mobile shopper - from armed to charmed presentation
TRANSCRIPT
![Page 1: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/1.jpg)
Mobile@Ogilvy
![Page 2: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/2.jpg)
2
Forconsumersandorganiza0onsitisnotaboutmobiledevices,butaboutnewways
toaccessinforma,on,engageinconversa,onandinteractwithbrands,
servicesandtheirenvironment.
ForOgilvy,Mobileacceleratesourprograms,campaignsandpla;ormsbyaugmen0ngitwithu,lity,immediacyandcontextuality.
![Page 3: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/3.jpg)
Mobile@Ogilvy
TheMobileShopper‐FromArmedtoCharmedMar0nLange,OgilvyOneNYC
![Page 4: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/4.jpg)
4
![Page 5: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/5.jpg)
5Source: Google Research
MobileChangesShoppingBehavior
![Page 6: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/6.jpg)
6
“InaDecembersurveyconductedfortheNRF,about11percentofshopperssaidtheyhadusedasmartphoneforholidayshopping.Ofthosewhodid,26percentmadeapurchase,34percentread
productreviewsand60percentbrowsedforgiFsontheirphones.“
60%of11%is6.6%34%of11%is3.7%26%of11%is2.8%
![Page 7: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/7.jpg)
7
“Theconsumerisblissfullyunawareanddoesnotreallyhaveanyrequirements” ‐MaartenAlbarda,Anheuser‐Busch/Inbev
ClearingtheFog‐Today’sReality
![Page 8: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/8.jpg)
8
![Page 9: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/9.jpg)
9
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
Innovators5% 15% 20%30% 30%
OpinionLeaders
EarlyMajority
LateMajority
Laggards
Adop,onofMobileServices‐anOgilvyResearch
![Page 10: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/10.jpg)
10
EarlyAdop,on
Innovators
BlackberryAndroidBeingSocialMydailydealYelpEpinionsZappos
NextTagRedLaserGiltGroupCouponSherpaRoVenTomatoesTweetednega0velyaboutbrand
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
![Page 11: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/11.jpg)
11
OpinionLeader
Penetration >25% & <20% in next group
OpinionLeaders
OwniPhoneIntendtobuyKindleCitySearchTwiVerLinkedInBizrate
SearchedGooglefromstoreforproductinfoScannedQRorbarcodeShoppedatretailthenboughtonlineAskedstoretomatchpriceshownphone
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
![Page 12: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/12.jpg)
12
EarlyMainStream
EarlyMajority
OwnsmartphoneLikelytobuyiPadCouponsviatextmessageGroupon
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
![Page 13: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/13.jpg)
13
BroadAdop,on
LateMajority
BecomeafanofabrandonFacebookAskedstoretomatchapricefromaprintoutUseConsumerReportsonline
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
![Page 14: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/14.jpg)
14
Universal
Laggards
FacebookEbayCraig’sListAmazonPayPalShoppedretailthenboughtonlinePhonedfromstoreforopinion
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
![Page 15: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/15.jpg)
15
LateMajority
EarlyMajority
OpinionLeaders
Mobilefollowingonline
LOOKEDATAPRODUCTINSTOREANDTHENBOUGHTONLINE
85% 74% 66% 54% 29%
LOOKEDATAPRODUCTINSTOREANDTHENBOUGHTONPHONE
71% 27% 8% 1% 0%
LOOKEDTHENBOUGHTONPHONE
LOOKEDTHENBOUGHTONLINE
Innovators Laggards
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
![Page 16: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/16.jpg)
16
CrossingtheChasm
Innovators OpinionLeaders
EarlyMajority
LateMajority
Laggards
Trusted?Learned?Needed?Simplifying?
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
![Page 17: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/17.jpg)
17
![Page 18: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/18.jpg)
18
LookingAhead‐Tomorrow’sOpportuni,es
“Theadop*onofcommerceonthemobileismuchquickerthanpeoplehadan*cipated.”
‐ShaunGregory,
O2Media
![Page 19: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/19.jpg)
19
![Page 20: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/20.jpg)
20
OldMarketplaceRules,NewShopperTools
![Page 21: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/21.jpg)
21
Loca,on,Loca,on,Loca,on
![Page 22: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/22.jpg)
21
Loca,on,Loca,on,Loca,on
![Page 23: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/23.jpg)
22
Promo,onHunts,One‐OffSales&Condi,onedConsumers
Sen,ment&Mi,ga,on
PhysicalPOS&VirtualPOS
SupplyChainTransparency&LegalAc,on
Customervs.Organiza,onalReadiness
PainPoints&ImmediateRelief
![Page 24: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/24.jpg)
23
Re‐ThinkingtheShopperJourney
Planning
PostPurchase
ExperienceProducts
Trigger
AtthePOS
OntheMove
![Page 25: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/25.jpg)
24
ThoughtStarters
![Page 26: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/26.jpg)
ThoughtStarters
25
ABrandisNeverAlone
![Page 27: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/27.jpg)
ThoughtStarters
26
ButthereisnewShelfSpaceavailable‐DigitalShelfSpace
![Page 28: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/28.jpg)
27
Checkinginfor(inthisorder)Loyalty,CustomerService,InventoryandDeals
![Page 29: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/29.jpg)
28
EmpowerYourStaff
![Page 30: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/30.jpg)
29
UnderstandSocialPla^ormsintheShoppingContext
![Page 31: The Mobile Shopper - From Armed to Charmed presentation](https://reader033.vdocuments.us/reader033/viewer/2022050613/55d4e8afbb61eb7d158b4623/html5/thumbnails/31.jpg)
30
An,cipateIntentthroughleveragingData
FacebookFriends
LastCheckIns
PurchaseHistory
MusicTaste
Loca0on
TimeSocioDemographics