maitland waters mobile_trends_in_retail_nov_2012

Maitland Waters Digital Strategy Director

@maitlandwaters

Web: http://www.symbioagency.com | e: +maitland@symbioagency.com

Chicago, USA

November 15th, 2012

Mobile Trends in Retail

Overview

Mobile Landscape

Meta Codes (Beyond the QR code) #SocialDiscovery / Loyalty Payments Anywhere #Social TV and the Second Screen B.Y.O.D (Bring your own device) iOS / Chrome OS Insights

There are lots examples of companies doing well in mobile retail. You can look at them yourself.

I’m going to focus on some examples which are less obvious, interesting, and different.

Look at Who is Winning

The Most Important Device in History

Desktop Internet vs Mobile Internet

#SoLoMo (Social, Local, Mobile)

Online and Offline are Merging

EMBRACE Showrooming!

http://youtu.be/nJVoYsBym88

•Integrated with e-commerce / delivery service

•Leverages small, previously impossible locations for retail

•No stock/staff required at local level

•PopUp Shop provides new engagement at inexpensive or surprising places for consumers.

•Overcomes some limitations of mobile device web experience for shopping. (small screen, user experience etc)

CONS•Smart phone required•Customer service may be limited. •“Shelf space” / wall real estate may be limited not offering all products.•Introduces new technical issues (App / downloads / scanning / user malfunction) •Categories / Visual Display could be confusing (OCADO example)

SYNC from American Express

http://youtu.be/0B-Km9vAIwo

If the cardholder then purchases the product involved using his Amex card, the discount is automatically applied in his Amex account.

All a cardholder has to do is check in to a store with Foursquare, press: load card and upon payment the discount is automatically credited to the cardholders account within days.

Mapping the “Expense Graph”

Card Readers – Enabling M-Commerce

•Enabling new merchants who aren’t tied to a location or store

•Targets cashless customers

•Synced with existing back office / accounts.

CONS•Internet service required•iPhone required•Merchant account required•Could be damaged, dropped or stolen by customers

Stamps.com (Distributed Retail)

Distribution of Services

•Virtualizes bricks and mortar

•Enabling e-commerce at the point of demand

•Customers become partners

•Labor is crowd-sourced (e-tickets, scan groceries etc)

•Enhanced tracking with personalized stamps which contain metadata.

•Purchase a virtual product which requires no shipping or handling.

Analog Info Embedded

Price / Class

Digital Info Embedded

Price / Class

Origin Address (street, city, state, country)

Destination Address (street, city, state, country)

Route traveled

Duration / Time

Scan-able for automated services

Every stamp is unique and personalized

Everyone has a barcode reader in their hand!

AirWalk Invisible Pop Up Store

http://youtu.be/4erNe_NpdyE

•Pre-sale ordering targets “Uber cool” demographic

•Location based scarcity (NYC/Venice Beach)

•Leverages new, previously impossible locations for retail

•No stock/staff required at local level

•PopUp Shop provides new and shareable opportunities.

•Novel idea capturing peoples imagination

CONS•Smart phone required•Customer service may be limited. •Introduces new technical issues (App / downloads / scanning / user malfunction)

#Social TV - The Second Screen

#Social TV refers to technologies surrounding television that promote communication and social interaction related to program content.

#Social TV – The Second Screen

Benefits

•Syncing Broadcast with Mobile/Social Media

•Creates new “unlimited” inventory for advertisers against scarce/limited content.

•Claw back engagement from viewers “Multi-tasking” (FB, TW, Email, IM, txt)

•Capitalize on the new behavior: “Check-in”.

•Deliver advertising directly related to broadcast media.

•Timestamp / Reminder services

#Social TV’s first “Triple Threat”

NBC Lets Viewers Buy Items They See on TV Via Their Mobile Device

B.Y.O.D (Bring your own device)

Personal demand for smart phones has leapfrogged what most companies can afford to offer their employees.

Great for: Non desk workers, hourly workers. Remote, mobile, or field based

employees, students and affiliated users

B.Y.O.D (Bring your own device)

400 restaurants

40,000 employees that they have never engaged electronically. The majority of them now (2012) have smart devices.

Texas Roadhouse has a need to engage employees to drive sales, build culture, reinforce training, incentivize, introduce new products, best practices etc.

They also have a need to enable their individual restaurant mangers (Managing Partners) to build seamless communication with employees and corporate via their mobile device.

CHROME for iOS

Light, lean and fast. Synced logins/bookmarks Integrated search Send to mobile Private browsing

Google lost YouTube, Search AND Maps on iOS. Gained Chrome

Google Chrome OS strategy

Insights

In retail people are using mobile to:

Discover – Find new products and services via targeted marketing and recommendations from friends and social networks.

Compare – Comparison shopping in store and online. Purchase – Pay for goods, transfer money, shopping. Reward – promotions, digital coupons, credits and rewards. Locate –Anywhere, anytime, any device

Questions or comments: maitland@symbioagency.com @maitlandwaters

Thank you!

maitland waters mobile_trends_in_retail_nov_2012

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