BRICK, CLICK, SOCIAL & MOBILETHE RISE OF THE CYBER CONSUMER
Toby Beresford@tobyberesford
Sep 26th 2013Cogent Elliott
LOOK CLOSELY AT THIS SHOPPER
AAGH! HE’S A CYBERMAN
WE ARE ALL CYBERMEN NOW
ESPECIALLY THE NEXT GENERATION
CYBER CONSUMERS GO SHOPPING WITH
All the world’s information
All the world’s news
All the world’s shops
All their friends
TODAY MEDIATED BY SMARTPHONES
TOMORROW MEDIATED BY WEARABLE TECH
TRADINGWITH CYBERMEN
SO WHAT DO WE DO ABOUT IT?
CYBER FEATURES
WHAT ARE THEY LIKE?
CONNECTED
TRIBAL
IN A RUSH
CYBERPAINS
CYBER PEOPLE HAVE ISSUES TOO
INFORMATION OVERLOAD
CHOICE OVERLOAD
FRICTION BURNS
PHYSICAL BLINDNESS
KEEPING IN WITH THE TRIBE
BE MORE CYBER
BE LIKE THEMCYBER SHOPPER
Product spec
In-store price
Market price comparison
Expert advice and reviews
Social feedback
Latest news
CYBER STORE STAFF???
Product Spec
In-store price
….
…
…
Influence
Experts
News
Communities
Friends
INFLUENCE THEMControl
Web site
Store
Apps
Reviews
Ads
Apps
Directory
TALK IN THEIR CHANNELS
What I cyber think
FacebookFeed
Mobile &SMS
AppsBlogs
OnlineCommunities
Other social media channels
TV & Film
Above the lineadvertising
Directadvertising
GoogleYoutube
ShopWindow
SPEND ON THEMIn the US Digital Marketing averages 2.5% of revenue (Gartner 2013)
P&G now allocates 35% of marketing spend to digital (AdAge)
Most retailers think 30-40% is the ceiling for ecommerce. (JDA.com) It currently stands at around 11%.
M-commerce conversion rates jumped from 1.27% to 2.03% in the year to June 2013 (internetretailing.net)
GRAB THEIR HOME SCREEN
CYBER BALMSOLVING THE PAINS OF
THE CYBER CONSUMER
BE RELEVANTINFORMATION OVERLOAD BALM
UNDERSTAND MY CONTEXT
http://www.youtube.com/watch?v=ZUG9qYTJMsI
PERMISSION GRANTED! ALLOW PUSH NOTIFICATIONS
GEO TARGET ADS
OFFERS AND VOUCHERS
CONTEXT + PUSH + GEO + OFFER
EXPECT LOCAL SEARCH
DATA DRIVEN
FILTER FOR VICTORY
CHOICE OVERLOAD BALM
REVIEW FILTER
REVIEWS OF REVIEWS
EXPERT FILTER
BLOGGER FILTER
FRIEND FILTER
Q&A FILTER
PRICE FILTER
DETAILED SPEC FILTER
FRICTIONLESSFRICTION BURN BALM
REALLY REMEMBER ME
TRUST SHORTCUTS
BUNDLES OF JOY
EASY PERSONALISATION
I KNOW IT’S URGENT!
TANGIBILITYPHYSICAL PROBLEMS BALM
POP UP STORES
LIVE EXPERIENCE
DIRECT RELATIONSHIPS
NEW RETAIL FORMATS
STORY AND PROVENANCE
A LITTLE ADDED VALUE GOES A LONG WAY
BEING PART OF THE TRIBE
BELONGING BALM
TRIBAL CHANNELS ON PINTEREST
TRIBAL CHANNELS ON TUMBLR
From terriblerealestateagentphotos.tumblr.com
TRIBAL CHANNEL ON FLIPBOARD
TRIBAL TAG FOR THE #WIN
TAG DRIVEN APPS
MOBILE LOYALTY
SOCIAL LOYALTY
GAMIFIED LOYALTY
PROVIDE CONNECTIVITY
TAKE AWAYS
Relevance
Filters
Tangibility
Frictionless
Tribes
Follow me on Twitter
@tobyberesford
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