A DAY IN THE LIFE OF THE DIGITAL SHOPPERHow digital activation is used to influence the behavior of a young married couple, John and Sarah, during a ‘typical day in their life’.

Consumers to Shoppers

Shoppers in Control

Relevance and Creativity

Mobile Moments

Mobile Moments

Chetan Sharma, January 2011, via Neilsen

Reach Targeting Engagement Viral Transaction

Mobile

Internet

TV

Print

Radio

Outdoor

Mobile Moments

Mobile scores highly Vs other channels

TNS: http://discovermobilelife.com/

Mobile Moments

Understand speci!c

behaviours

Mobile Moments

How People do itModeMindsets

What people wantMotives

Why people needMoods

How people feel

Mobile Moments

The Consumer perspective:

The Journey

1. Yield management is about optimising limited and perishable resources through timely pricing and communications. Think about the Choice Architecture of consumers at different stages

Would you pay more or less for an empty flight? Text people a few days before a flight and ask them if they would like to swap to a less Full flight.

Day before “Yes. Upgrade me!”

I deserve: MomentsSensory

Decision Criteria “Would you like an upgrade for $350?”

2. Economics of Satisfaction relates to the economic impact of ensuring the customers are “satisfied” to drive purchase, repeat purchase & advocacy; as well as reduce customer service issues and minimise negative word of mouth.

Mobile MomentsThe Business perspective

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*+$%,&'&(#)-$&,&./$")

Mobile Moments

The Principles: Mobile Moments

Mobile Moments

1. Be Contextual

#wisdomfromtheurinal

Mobile Moments

Retail installations can help provide consumers with “sales Aid” and generate commitment to the brand.

You can get a 10% saving from using AMEX when buying holidays and !ights

with travel insurance.

Flights to Sydney

Mobile Moments

Scratch your customer’s itch before they know they need to

Mobile Moments

2. Be timely & Placely

Mobile Moments

Westpac

Give man a target and he will aim.

Telling is less effective than in!uencing and empowering.

3. Be Useful. Don’t tell. Enable.

#wisdomfromtheurinal

Mobile Moments

Give man a target and he will aim.

Telling is less effective than in!uencing and empowering.

3. Be Useful. Don’t tell. Enable.

#wisdomfromtheurinal

Mobile Moments

Milo have developed an App to help people organise football or sports matches with their friends

Mobile Moments

4. Be Effortful

Mobile Moments

Mobile Moments

Brand experienceslike street theatre -

engage consumers, create buzz and

drive footfall

Mobile Moments

5. Be omnipresent.

Mobile MomentsNestle platform for Parents

Mobile Moments

6. Be Remarkable

#wisdomfromthecow

Understand underlying consumer behaviour and emotions

Identify the business & communication opportunities

Mobile Moments

From Armed To Charmed

From Armed To Charmed

Fear Of The Tech-Empowered Shopper

From Armed To Charmed

Mobile Changing Shopping Behavior.....

From Armed To Charmed

“In$a$December$survey$conducted$for$the$NRF,$about$11$percent$of$shoppers$said$they$had$used$a$smart$phone$for$holiday$shopping.$Of$those$who$did,$26$percent$made$a$purchase,$34$percent$read$

product$reviews$and$60$percent$browsed$for$giFs$on$their$phones.“

60%$of$11%$is$6.6%34%$of$11%$is$3.7%26%$of$11%$is$2.8%

.....But be aware of aggregate data

From Armed To Charmed

Clearing the Fog

From Armed To Charmed

Mobile Shopper Research Study

Shoppers

Experts

From Armed To Charmed

Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.

Adoption of Mobile Shopping Services

Smart$phones$crossing$the$chasm

Innovators

5% 15% 20%30% 30%OpinionLeaders

EarlyMajority

LateMajority

Laggards

From Armed To Charmed

The year of the “not so smart”

phone user

From Armed To Charmed

Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.

Early Adoption

Innovators

All the basics + Bleeding edge apps and services

42% have used retailer apps

From Armed To Charmed

Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.

77% use search to look up product information in storeOpinion Leaders

Actively using a broad set of mobile web-based search, social, and comparison tools while shopping

Opinion Leader

From Armed To Charmed

Early Main Stream

Early Majority

Simple-Savvy mobile shoppers; using email & text as primary device for brand comms

27% receive daily or weekly messages from brandsSource: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.

From Armed To Charmed

Mass Market

Late Majority

Mostly online shopping tools; consumer reports, printing coupons, Facebook

Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.

54% connect with friends while shopping

From Armed To CharmedKey Takeaway - Mobile following online

LOOKED-AT-A-PRODUCT-IN-STORE-AND-THEN-BOUGHT-ONLINE

$ 85%$ 74%$ 66%$ 54%$ 29%LOOKED-AT-A-PRODUCT-IN-STORE-AND-THEN-BOUGHT-ON-PHONE

$ 71%$ 27%$ 8%$ 1%$ 0%

LOOKED$THEN$BOUGHT$BY$PHONE

LOOKED$THEN$BOUGHT$BY$ONLINE

Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.

Innovators OpinionLeaders

EarlyMajority

LateMajority

Laggards

From Armed To Charmed

Majority Adoption = ROI

Trusted?Learned?Needed?Simplifying?

Innovators OpinionLeaders

EarlyMajority

LateMajority

Laggards

Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.

50

51

Ques>on-#1

5 Things We Heard Loud And Clear From Shoppers

52

1.-Give-me-value-AND-serviceChecking-in-is-for-(in-this-order)-Loyalty,-Customer-Service,-Inventory-and-Deals-

53

2. Make shopping easier not more

complex

From Armed To Charmed

3. Give me multiple points of access

From Armed To Charmed

4. Grow With Me Over Time

From Armed To Charmed

5. Know me@mobile

EXCUSE ME, THERE’S A QR CODE IN MY SOUP

AT HOME

ON THE GO

IN STORE

TVPRINT

RADIO

OUT OF HOME

SIGNAGE

POSM

PACKAGING

DIGITAL TV, RADIO & PUBLISHING

SOCIAL NETWORKS

MOBILE APPS

ONLINE SAMPLING & E-VOUCHERS

PRICE COMPARISON SITES

GROUP DISCOUNTS SITES

DIGITAL OOH

AUGMENTED REALITY

QR CODES

MOBILE SITES

IMAGE RECOGNITION

SMS/MMS/BLUETOOTH

BARCODE SHOPPING

AUGMENTED REALITY

QR CODES

DIGITAL CARTS

IN STORE SCREENS

RFID

MOBILE CHECK-INS

IPHONE/IPADS

AT HOME

ON THE GO

IN STORE

Photo: Philippa Willitts

SAMPLING ON DEMAND

PROMOS IN REAL-TIME

ENGAGING DRIVE TO STORE

TRULY INTERACTIVE DISPLAYS

SOCIAL SHOPPING

LIFESTYLE TARGETING

ANYWHERE PURCHASE

THANK YOU