Shopper Showrooming: Retailer Strategies in a Smartphone World
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Transcript of Shopper Showrooming: Retailer Strategies in a Smartphone World
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Shopper Showrooming: Retailer Strategies in a Smartphone World
by Arthur Policarpio Head of Mobext Asia-Pacific
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The world’s largest mobile marketing agency network
21 offices worldwide and growing
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Full Service Agency
DEVELOPMENT SITE & APP MEDIA PLANNING
& BUYING EMERGING TECHNOLOGIES
SOCIALLOCATION DISPLAY/RICH MEDIA
VIDEO/GAMES
SEARCH
SMS/IMAGE RECOGNITION
AUGMENTEDREALITY
QR/2D/BAR CODES
MULTIPLATFORMAPPS
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Amazon Push for Showrooming
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Smartphone Growth = Showrooming Explosion
Source: TNS Global 2013
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Who are the Showroomers?
Source: TNS Mobile Life 2013
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Why do they Engage in Showrooming?
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Retailers Fight Back
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But reverse showrooming, in fact, is a bigger trend
Source: Accenture 2013
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What is reverse showrooming?
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Source: Krillion, 2013
Majority use their smartphones for research prior to purchase
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What are consumers searching for on mobile?
Source: Google 2013
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Digital Has Transformed the Shopper Path to Purchase
Then
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Now
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How should retailers respond?
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STRATEGY #1: Invest in mobile + social to drive
word-of-mouth marketing
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SOCIAL MEDIA = MOBILE
945 M active monthly mobile users (out of 1.23 bn total monthly users) 53% of total revenues coming from mobile
*(Facebook 2013 Q4 report)
75% monthly active users coming from mobile 65% of revenues come from mobile
*(Twitter 2013 Q43report)
¾ of all usage comes from mobile
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Time spent on mobile social > desktop
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Asia leads mobile-social use
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What are retailers doing on social media?
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Walmart on Facebook
Most followed retailer, with over 34 M fans!
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“My Local Walmart” Facebook program
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Nordstrom on Pinterest
Most followed brand, with 4.4 million followers
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in-store integration of social “voting”
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#SaksIn6 : Recreating in-store tutorials in 6 seconds
Saks Fifth Avenue on Vine
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STRATEGY #2: Integrate mobile across all media to
drive in-store visits and trial
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Bring catalogues to life: IKEA
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IKEA Augmented Reality catalogue
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Unlock exclusive content: Macy’s Backstage Pass
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Macy’s Backstage Pass
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Target: Get gift ideas anywhere with QR
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Get in-store deals with mobile coupons
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STRATEGY #3: Dominate Search
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Mobile search will surpass desktop
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Searches done on mobile lead to immediate conversion
Source: Google & Nielsen
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Create smarter search ads
Google’s Enhanced Campaigns
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STRATEGY #4: Invest in location-based marketing
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Google Map ads
• Reach customers searching for businesses like yours on Google Maps • Click-to-call and tap for directions
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Mobile points customers to your direction
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McDonald’s Extended Hours: Driving business to late-night stores through
mobile ads
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2014: The Year of the Beacons?
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How do iBeacons work?
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STRATEGY #5: Invest in your own
mCommerce site + app
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• Make 4 more trips each month than non-mobile user • Spend 40% more than the average shopper
Walmart‘s mobile app users...
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In-store mode
• See what’s new & on sale • Create shopping lists • Scan and Go
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Out –of-Store mode
Check items in-store Check inventory + delivery
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12% of online sales from the app happen during the app’s in-store mode
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Scan and Go
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STRATEGY #6: Mobilize your loyalty program
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SHOPKICK: Earn points just by walking in-store
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#1 Shopping app
$800 M Sales delivered to partners
70 million Product scans
7 million gift cards redeemed
*More frequent and prolonged usage than physical retailers’ own apps, including Starbucks, Walmart, Walgreens, and Safeway
How big is Shopkick?
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CONCLUSION
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Integrate Mobile in the Shopper Journey
AWARENESS
TRIAL
CONSIDERATION
PURCHASE
LOYALTY
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Mr. Arthur Policarpio Managing Director
Mobext Asia-Pacific
[email protected] +639175694375
@art_policarpio (Twitter)