Brand in Hand - How Brands can Influence the Shopping Trip
-
Upload
molly-garris -
Category
Career
-
view
1.022 -
download
3
description
Transcript of Brand in Hand - How Brands can Influence the Shopping Trip
![Page 1: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/1.jpg)
Brand in Hand: How Brands can Influence the Shopping Trip
Molly Garris, Digital Strategy Director, Leo Burnett and Arc Worldwide
![Page 2: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/2.jpg)
will have a Smartphone
by January 50%
Source: US Smartphone Penetration and Projections, The Nielsen
Company
![Page 3: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/3.jpg)
In highly considered
categories, we see
people
casually
browsing
products
just because they can.
![Page 4: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/4.jpg)
In low-involvement
categories,
Smartphone owners
now have the ability to
learn more,
find deals and
compare
options.
![Page 5: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/5.jpg)
The phone is quickly becoming America’s
MOST IMPORTANT SHOPPING
PARTNER
+
![Page 6: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/6.jpg)
88 %
25 %
Most marketers say they
will utilize and
increase mobile
marketing in 2011.
Yet, few marketers rate
their efforts as
"extremely" or "very"
successful.
Source: Association of National Advertisers and the Mobile Marketing Association, 2010
![Page 7: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/7.jpg)
There is a gap between INTENT to
execute and INSIGHTS to execute
![Page 8: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/8.jpg)
The Research
![Page 9: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/9.jpg)
Mobile Shopping
![Page 10: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/10.jpg)
Quantitative Research
Online Survey
Sept. 2010
1800 Mobile Phone Owners
18-64
![Page 11: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/11.jpg)
Appliances / Apparel /
Dining / Groceries /
General Shopping Nov. 2010
Heavy & High
Potential Mobile Shoppers 30
Webcam & Flip cam
/Experience Narratives /
Shopalongs
Qualitative Research
![Page 12: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/12.jpg)
Heavy Mobile Shoppers Light Mobile Shoppers
91%
31%
Information found on
retailer sites isn’t enough
Heavy Mobile Shoppers Light Mobile Shoppers
79%
21%
Visit retailer website Visit manufacturer website
![Page 13: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/13.jpg)
The website
does not seem to
provide details.
The information
seems more like an
advertisement.
![Page 14: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/14.jpg)
The shopping experience may be
sub-optimized if retailers don’t utilize
the depth of information and
richness of experience that
brands have to offer.
![Page 15: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/15.jpg)
Retailer Brand
![Page 16: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/16.jpg)
A Macy’s shopper will
see basic information
about the TAG Heuer
watch collection.
However, a shopper
must visit the TAG
Heuer mobile site to
get specific details and
understand the
benefits of this
luxurious watch.
![Page 17: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/17.jpg)
With higher
involvement
categories, mobile has to add value by
enhancing the in-store
experience.
![Page 18: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/18.jpg)
Home Depot accommodates the DIY’er with
everyday tools but allows brands like Glidden
and Titan to educate with Product Demo Videos
![Page 19: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/19.jpg)
Price comparison apps can provide more than
just a great deal. Brands can now add upload
product photos, videos and feature details.
Samsung even bought placement on
ShopSavvy. When shoppers scanned an iPad2,
which then drove shoppers to buy a Galaxy Tab
at Best Buy.
![Page 20: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/20.jpg)
Sephora sprinkles customer review tags around the store on select
products, driving shoppers to read more on their mobile website.
Additionally, How-To Videos for brands like Kat Von Dee and a Try It On
tool for OPI nail polish can be found on their mobile app.
![Page 21: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/21.jpg)
Understandably,
shoppers
may not be
interested in
product selection,
how-to’s and price
comparison tools
for your brand.
![Page 22: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/22.jpg)
With low involvement
categories, mobile has to deliver
exponential value.
![Page 23: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/23.jpg)
Target allows its Guests to redeem mobile coupons at checkout.
Shoppers opt in to the program on Target.com, receive weekly text messages with a link to a mobile website that displays all of the participating offers and the coupon bar code.
The phone is scanned at checkout and shoppers watch the savings come off of their bill automatically.
http://sites.target.com/site/en/spot/page.jsp?title=text_alerts
![Page 24: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/24.jpg)
Kraft’s iFood Assistant not only helps shoppers locate recipes and manage their shopping list, but the app also integrates with grocers’ loyalty cards to deliver mobile coupons via loyalty card swipe.
![Page 25: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/25.jpg)
Kingsford and Costco
partnered to provide all
things Backyard BBQ.
Their co-branded web
section includes:
- Grilling videos and how-
to’s,
- Grilling tips and tricks,
- Recipes and
- BBQ music on Pandora
radio.
![Page 26: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/26.jpg)
While retailers should
lead with
infrastructure, Brands must support retailers
with rich content, offers and
shopping tools.
![Page 27: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/27.jpg)
Based on how shopping differs
by brand category, there is not
a one size fits all solution.
![Page 28: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/28.jpg)
Every category has a unique imprint
of relevant mobile activities.
Appliance Apparel Restaurants CPG
![Page 29: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/29.jpg)
There is a range of
activity
relevance
![Page 30: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/30.jpg)
The various mobile
shopping
activities can
be mapped on
this range of
relevance
![Page 31: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/31.jpg)
A strong
mobile
presence is
more important
than ever.
![Page 32: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/32.jpg)
The Approach to your Brand in Hand
Consumer
Needs
Appliance Apparel Restaurants CPG
Start by understanding
your shopper
Prioritize needs
based on category
Leverage partnerships to develop and promote strategic solutions
![Page 33: Brand in Hand - How Brands can Influence the Shopping Trip](https://reader034.fdocuments.us/reader034/viewer/2022051609/5461efe4b1af9f71408b4da6/html5/thumbnails/33.jpg)
THANK YOU
THANK YOU
Molly Garris
Digital Strategy Director,
Arc Worldwide
@girliefromthed