the connected consumer

The!Connected!Consumer

Understanding the Connected Consumer, and how digital engagement can enhance the experience and the bottom line.

Me• 1998: Major League Baseball / NFL • 2005: Best Buy • 2009: Consulting • 2012: Pro-Motion Technology Group • 2013: Digital Screenmedia Association

@paulflanigan @idigscreenmedia

The Trusted Authority in!Connected Digital Solutions

700 Members • 45 Countries

What I’m Going To Talk About

Who is the connected consumer?

What does connecting look like?

What can you do to connect?

This is NOT about “retail.”!This is NOT about a product.!

This is about connectivity.!This is about an experience.!

This is about a solution.

Everyone is connected.

Dr. Martin Cooper

2013: 6.8 Billion Mobile Cellular Subscriptions

2020: 75 Billion Connected DevicesSources: MobiThinking, Business Insider

Who is the Connected Consumer?

147 (35%)

113 (27%)

108 (26%)

50 (12%)

Min

utes

/Day

A typical multiscreen user spends !

2 hours and 10 minutes each day !watching TV while

simultaneously !using a second

device. !

How much time do we spend on devices?

0

40

80

120

160

Smartphone TV Laptop Tablet

147

17

113

30

108

39

50

20

Sources: Google, MillWard Brown

70%Trust product/brand recommendations from friends/family.

Source: Forrester

45%Prefer a cross channel combination of online, mobile, and in-store shopping

Source: Gigya

In-store, online, mobile

In-store

Comparison of money spent between single and multichannel users.

The average in-store, online and mobile shopper spends!six times more than the average store-only shopper.!

Source: Mobile Commerce Daily

73%Prefer to do business with retailers who use personal information to make their shopping more relevant.

Source: Gigya

89%Of money still spent in the store vs online.

Source: Office of National Statistics/Jan 2014

!

The customer may not be always right,!but the customer is right now.!

What does connecting look like?

ShareSatisfyBuyConsiderAware

Online

TV

DOOH

Online Mobile Mobile

Digital Signage

Mobile

Online Online

The Customer Relationship Lifecycle

Customer driven, non-commercial origination

Two Kinds of Data

Passive Data

Active Data

Venue driven, commercial origination

Transactional Data, Touch screen, QR Code, iBeacon

Contact Data, Marketing Data, 3rd Party Data, RSS, news, weather, stocks, etc.

The Customer Relationship Data Lifecycle

From one-to-many to one-to-one

Whisky Lift & Learn

Allcare Inala Medical Centre - Australia

• System queries records of waiting room patients. • Plays content relative to nationality (language), age, and illness. !

RESULTS • Increase of patient awareness on illnesses. • Increase of discussion with GPs regarding visit. • Increase in Vietnamese patient visits.

Time Warner Flagship Store - New York City

What can you do?

You are competing for!attention, relevance,!and differentiation.!

Begin with the end.

Walk in your client’s shoes

Integration. Adaptation.

Focus on provable metrics.

Marketing Merchandising Store Operations

Financial Services Customer Service Vendors

IT Supply Chain Facilities

Bring everyone to the table.

Be the customer.

The venue is the amusement park. !

!

The product is the souvenir.

Thank you.