NEED FOR CONSUMER PROTECTION ACT IN AN ERA OF FREE COMPETITION WHERE ‘CONSUMER IS A KING’
The new consumer in the NFC era
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Transcript of The new consumer in the NFC era
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The new consumer in the
NFC era
Giancarlo Cutrignelli
Senior Global Marketing Manager
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Smartphones have changed
forever the way people shop
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"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)
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The traditional purchase path
Stimulus First
Moment of Truth (Shelf)
Second
Moment of Truth (Experience)
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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
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And the path is not linear either
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87%of smartphone users perform a mobile search after seeing an ad
Source: Google, May 2012
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Lexus ad in Wired magazine
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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)
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NFC maximizes the dialog to consumer
Stimulus First
Moment of Truth (Shelf)
Second
Moment of Truth (Experience)
Which becomes the next person's ZMOT
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