track a: "m-commerce strategies for omni-channel consumer engagement"
TRANSCRIPT
MODERATOR
Mark CoffeySVP of Brand DevelopmentRue La La
Master Track A“M-Commerce Strategies for Omni-Channel Consumer Engagement”
Dan KerstenSenior ProfessionalPromotions MarketingKimberly-Clark
@kerstennolimits
@phil_hendrix
Dr. Phil Hendrix
Founder & Directorimmr
@mcoffey
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@twittername
22%Moms of young children spend
on their smartphones every month than the average millennial
more time
AOL Advertising Blog
Moms are connected…
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@twittername
Moms use mobile for search…
Overall Growth in Searches by Device in the Maternity and New Parent Category
Google Search Insights 2014
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Mom gets the word out…
48%Moms are social
and influence other moms through social media networks and games
more than the average adult
AOL Advertising Blog
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@twittername
Mom is using mobile to shop…
68%
When it comes to shopping, moms use their phone to build shopping lists, compare features and price, decide where to shop, and to find coupons and deals.
of these engagements happen in home
AOL Advertising Blog
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@twittername
Driving Mom to engagement…
Search
PC Landing PageDisplay
Search
PC Coupon
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One solution, in a fractured coupon environment…
Mobile Search Mobile CouponMobile Search Mobile Landing Page Mobile Coupon
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The power is in the data…
Customer:
Jenny – Prefers Mobile
Initial Engagement:
Paid Search Keyword: Huggies Diapers
Social Influence:
Consumer Brand Device Print Date Barcode Retailer
[email protected] Huggies iPhone 11/12/12 16929468 Walmart
[email protected] Huggies PC 1/2/13 16930194 CVS
[email protected] Pullups iPhone 12/2/13 2661821 Kroger
[email protected] Pullups Tablet 12/2/13 2661899 Kroger
[email protected] Goodnites PC 9/03/14 3571311 Walmart
Purchases:
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www.immr.org 1 (770) [email protected] | @phil_hendrix
Presented at iMedia Commerce Summit – Salt Lake City, UT
June 24, 2014
Dr. Phil HendrixDirector, immr and Analyst, Gigaom Research
Longer version available at www.immr.org/engaging-connected-consumers-across-channels.pdf
Strategies for Engaging Connected Consumers across Channels
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TOPICSOverview FrameworksTechnologies
Cases Takeaways
Reports cited can be downloaded at www.immr.org
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Digital Shelf – Extends Retailers’/Brands’ Presence22
THE DIGITAL SHELF
Source: Why the Digital Shelf is Vital for Brands and Retailers, Dr. Phil Hendrix, immr
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Mobile Devices – Made for Shopping23
MOBILE DEVICES
Source: Democratizing the Shoppable Web, Dr. Phil Hendrix, immr
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Mobile Shopping Apps – Proliferating24
MOBILE SHOPPING APPS
Source: Democratizing the Shoppable Web, Dr. Phil Hendrix, immr
Categories of Shopping Apps Retailer Apps
Marketplace Apps
Search Engines
Comparison Shopping Apps
Specialty Shopping Apps
Local and Location-based Apps
Deal and Coupon Apps
Loyalty and Reward Apps
Shopping Tools
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Wrobleski’s Theorem“Everything that can be connected to the Internet, will be”
SpeechRecognition
ImageRecognition
Source: recognize.im
Beacons
Sensors Real-time Interactions and Feedback
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Location and Context – From Macro to Micro32
Macro-Location
Micro-Location
Source: 8 Layers of Location, Dr. Phil Hendrix, immr
8 LAYERS OF LOCATION
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Strategies x Location Layer34
Source: 8 Layers of Location, Dr. Phil Hendrix, immr
EXAMPLES OF LOCATION-BASED STRATEGIES
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Digital Signals – Expanding Exponentially35
Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
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Digital Signals – Invaluable36
Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
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Cloud – Big Data and Analytics
Algorithms/Analytics
TransactionsTransactions
EventsEvents
HistoryHistory
Big Data
ContextContext
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Attract + Enable + Enhance
Help customers accomplish their goals
Build enduring relationships by enhancing customers’ experience
Verb
en•gage
/enˈgaj/
ENGAGEMENT
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Consumer Experience
FRICTIONLESS Experiences ….
Achieve
GoalsAchieve
Goals Informed
Learn
Decide
Resolve
Maximize
Minimize Frictions
Minimize Frictions Uncertainty
Problems
Annoyances
Risk
Effective Easy Enjoyable Rewardin
g
Costs
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WHAT CONSUMERS WANT
4242
Learn† &Adapt
Remove Frictions
Surprise/
Delight
Reinforce
Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr
PEER STRATEGIES
†Securely, with full transparency
43 Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr
PersonalizeLeverage data about consumers and their context to increase the relevance, timeliness and value of communications, offers and customer experiences
EnableHelp customers complete tasks and accomplish their goals by minimizing the risk, time, and effort as they shop, compare, purchase and use products
EnhanceSurprise and delight customers by anticipating and helping them fulfill functional requirements, emotional needs and aspirations
RewardUsing feedback, encouragement, rewards and social influence, reinforce customers as they engage in behaviors that are mutually beneficial
PEER STRATEGIES DEFINED
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Manufacturers’ Sales and Installation
Coca-Cola EnterprisesWhich Cooler is Cooler
Source: http://merlinmobility.com/
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Personalizing requires knowing…
What I (Don’t) Like
What I (Don’t) Like
Who I am…Who I am…Where I amWhere I am
What’sNearbyWhat’sNearby
What’s going OnWhat’s
going On
What I respond to
What I respond to
What I’vebought
What I’vebought
Where I’ve beenWhere
I’ve been What I needWhat I need
Where I’m goingWhere
I’m going
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Opportunities for Retailers and Brands
ConsumerJourney
Consumer Needs
Find
Choose
Buy
Consume
MinimizeFrictionsMinimizeFrictions
EnableShouldsEnable
ShouldsMaximize
WantsMaximize
Wants
Roles†Roles†
†Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
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The 6 Disciplines of Innovation
Democratizing the Shoppable Web
Why the Digital Shelf is Vital for Brands and Retailers
Which Mobile Shopping Apps Do Consumers Value Most?
If Shopping is Broken, Can Mobile Fix it?
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
Engaging Connected Consumers – Strategies for Brands, Retailers and Local Businesses†
Raising the Bar – Mobile and Customer Loyalty
Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping
How Consumers Are Using Local Search
Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2
The Promise of Hyperlocal: Opportunities for Publishers and Developers
Tuning into Consumers’ Digital Signals
How SoLoMo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing
Location – the Epicenter of Mobile Innovation
The 6 Disciplines of Innovation
Democratizing the Shoppable Web
Why the Digital Shelf is Vital for Brands and Retailers
Which Mobile Shopping Apps Do Consumers Value Most?
If Shopping is Broken, Can Mobile Fix it?
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
Engaging Connected Consumers – Strategies for Brands, Retailers and Local Businesses†
Raising the Bar – Mobile and Customer Loyalty
Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping
How Consumers Are Using Local Search
Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2
The Promise of Hyperlocal: Opportunities for Publishers and Developers
Tuning into Consumers’ Digital Signals
How SoLoMo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing
Location – the Epicenter of Mobile Innovation
Download reports @ www.immr.org
IMMR REPORTS
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www.immr.org 1 (770) [email protected] | @phil_hendrix
Presented at iMedia Commerce Summit – Salt Lake City, UT
June 24, 2014
Dr. Phil HendrixDirector, immr and Analyst, Gigaom Research
www.immr.org/engaging-connected-consumers-across-channels.pdf
Strategies for Engaging Connected Consumers across Channels