brick, click, social & mobile

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

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@tobyberesford