the new consumer in the nfc era
TRANSCRIPT
The new consumer in the
NFC era
Giancarlo Cutrignelli
Senior Global Marketing Manager
Smartphones have changed
forever the way people shop
"Best Buy has become Amazon's showroom"
0%
10%
20%
30%
40%
50%
60%
70%
80%90%100%
Best Buy Electronicsshoppers
Amazon Electronicsshoppers
Which of the following retailers have you shopped in the last 90 days?
Amazon Best Buy
Among Best Buy electronics shoppers carrying mobile devices:
67% regularly or occasionally compare shops via their mobile devices
38% use Amazon’s Price Check app specifically
Source: BIGInsight Monthly Consumer Survey (Jul 12), Forbes (Aug 12), Bloomberg (Mar 12)
The traditional purchase path
Stimulus First
Moment of Truth (Shelf)
Second
Moment of Truth (Experience)
Google's view: the Zero Moment Of Truth
Stimulus First
Moment of Truth (Shelf)
Second
Moment of Truth (Experience)
Which becomes the next person's ZMOT
And the path is not linear either
87%of smartphone users perform a mobile search after seeing an ad
Source: Google, May 2012
Lexus ad in Wired magazine
NFC Out-of-Home ads
78%Up to 49%Up to 18%
Positive consumers
Conversion to action via NFC
Voucher redemption rate
Consumer engagement by the numbers
12x48 sec
>36%
NFC enabled shelves
NFC engagement vs. QR code
NFC engagement time
Conversion to action via NFC
Source: News America Marketing, Kantar Media, Kinetic (2012)
NFC maximizes the dialog to consumer
Stimulus First
Moment of Truth (Shelf)
Second
Moment of Truth (Experience)
Which becomes the next person's ZMOT
