make it personal: mobile engagement, one shopper at a time

January 30, 2014!

Make it Personal: Mobile Engagement, One Shopper at a time!

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About the MMA !

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!Consumers leverage mobile throughout their customer journey!!Shift your marketing approach by leveraging mobile’s unique benefits!!Develop a one-to-one customer engagement strategy!

Today’s Agenda!

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Moderator!

Presenter!Thomas Husson!VP Principal Analyst!Forrester Research Inc.!

Leo Scullin!Head of Global Industry Initiatives!Mobile Marketing Association!

Doug Wick !Director of Product Management!Digby!

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Managing Your Questions!

Share the Insights!#MMAWeb!#makeitpersonal!

Engaging Mobile Shoppers

Thomas Husson, VP, Principal Analyst

January 30, 2014

@Thomas_Husson

© 2014 Forrester Research, Inc. Reproduction Prohibited 7

Agenda

› How are consumers’ mobile behaviors and expectations changing?

› What new opportunities for marketers to engage shoppers?

› What are the best practices to embrace the mobile mind shift? › Q&A


Agenda





Let’s step back to January 2007

› More than 1 billion Android devices activated and more than 700 million iOS devices sold

› Facebook has more then 945 million mobile monthly active users

› YouTube generates 40% of its traffic via mobile

›  eBay generated $20 billion worth of mobile transactions end 2013


Source: NBC News and The Associated Press (http://photoblog.nbcnews.com/)


The Mobile Mind Shift

The expectation that I can get what I want in my immediate context

and moments of need


Your Mobile Mind Shift

Your company must meet these new expectations


Base: 4350 US Online Adults 18+ (Online Weekly or More) WITH A MOBILE PHONE Source: North American Technographics Consumer Technology Survey, 2013

Regular mobile usage is now mainstream “How frequently do you do the following activities

on your primary mobile phone? (WEEKLY usage only)?

28%

30%

31%

33%

35%

46%

49%

53%

57%

57%

59%

72%

Use instant messaging (IM) (e.g. Whatsapp)

Stream or download music/audio

Use maps/navigation

Access your bank/financial accounts

Research products/services

Access social networking sites (e.g. Facebook)

Take/View pictures

Use search engines (e.g. Google)

Use applications

Email

Mobile Internet

Send or receive SMS/text messages


Base: US online adults (18+, online weekly or more) who are mobile phone users Source: North American Technographics Retail Online Benchmark Recontact Survey, 2013

6%

6%

6%

6%

7%

7%

8%

8%

9%

10%

10%

12%

12%

13%

17%

21%

To read expert/professional reviews of a product (e.g., CNET)

To check-in to a store using a location-based application

To learn about an in-store promotion or event

To take picture of myself in a product (e.g. shoes) to share

To access my loyalty rewards account (i.e., to earn, track or

To check in-store availability of a product

To check availability of a product in an online store

To scan 2-D barcodes (e.g., QR codes, Microsoft Tags) to get

To compare physical store prices with online prices, when

To look up product information while shopping in a store

To purchase a product

To take picture of a product to share with friends or ask for

To find or redeem a coupon/coupon code

To read customer reviews of a product

To locate a nearby store or to check store hours

To research a product

Which of the following, if any, have you used your mobile phone for in the PAST 3 MONTHS?

Mobile users start engaging throughout the m-commerce journey


Mobile traffic is exploding


Agenda





Mobile will mash up physical context and connected intelligence

• Bar code scanning • Consumer reviews • Coupons • In-store navigation • Lists (e.g., wedding) • Loyalty • Promotions • Shopping lists

• Coupons • In-store inventory • Nearest “store” • Pricing • Promotions

• Coupons • How-to videos • In-store inventory • Research tools • Shopping list build • Store hours • Store location • Weekly circular

In-store Competitor store Home

Retail example based on user location

M-commerce is much more than e-commerce on smartphones

Image source: www.mediaquickly.com


Source: Walmart

Walmart’s mobile app uses location as context for flipping into “store mode”

Forrester defines context as “the sum total of what your customer has told you and is experiencing at

their moment of engagement.”

© 2014 Forrester Research, Inc. Reproduction Prohibited 21 21

Big Data for marketers means predictive analytics and context rich experiences

People spend 87% to 90% of their time indoors. — Nokia

Source: Dialaflight.com, Bernstein & Andriulli, Newspaper.li, Glow New Media

Location technology moves indoor opening up new opportunities

•  Malls/Commercial centers, airports

•  Search associated not just with a POI (e.g a department store) but with specific sub-information (e.g, product)

•  Real-time information to play a central role moving forward

•  Who controls the data and promotion/marketing?

Mobile technologies act as “connective tissue”

Technology Use Case Messaging • Account services

• Alerts (e.g., coupons, breaking news) • Two-way messaging (e.g, key words with short codes)

Bar Codes • Build shopping list (1D) • Compare prices, get ratings/reviews (1D or 2D) • Order replacement (1D or 2D) • Purchase products

Image/Logo Recognition

• Access additional content via AR • Link to online content

Augmented Reality • Marketing • Product experiences • Repair work • Virtual dressing rooms

NFC • Check-in’s • Collect information on consumers • Download content • Link to additional content • Payments


Source: Walmart

iBeacon is promising but don’t get too excited by the hype


Agenda





Image source: Arise

Shift your marketing approach by combining mobile unique’s benefits

INTIMACY IMMEDIACY CONTEXT


Don’t get lost in technology debates

› NFC, BLE, RWD, HTML5, Hybrid, LTE?

› Move away from the iBeacon hype

› Technology is only an enabler of new experiences

› To differentiate, you need a step by step approach


The POST method: a systematic approach to integrating mobile into your strategy

1. People Review the mobile profile of Italian citizens and enterprises

2. Objectives Decide on your goals.

3. Strategy Determine your approach to meet your objectives.

4. Technology Choose the technologies that will enable you to implement your strategy.


Leverage analytics to engage consumers in their mobile moments

› Use data to understand when consumers are in their exact moment of need, and meet that need with the right message or service.

› Combine real-time analytics with push notifications to help deliver contextualized experiences

› Integrate your app into your CRM systems

Empower teams to make faster (and better) decisions


Make the most of location analytics data LOCATION DATA DRIVES REAL-TIME CUSTOMER UNDERSTANDING & MODELING

Traffic • Peak traffic • Traffic by day/hour • Passersby • Repeat passersby • Capture/

conversion rate • Visit duration • Visit frequency

(loyalty) • Cross-venue traffic • A/B flow testing

Location • Zone peak traffic • Zone repeat traffic • Zone conversion • Dwell times • First location

(intent)

Queue • Queue peak traffic • Lane throughout • Wait times • Lane traffic times/

days • Lane hopping

Patterns & Modeling

• Shopper non-buyer

• One & done • Quick tripping • Predictive queuing • Estimated wait

times • Estimated basket

size


Deepen engagement by improving experiences and incenting customers

Target offers. Personalize service.

Deliver action-based rewards. Augment experiences.

Incent customers. Improve experiences.


Contextualized ads to drive traffic to stores


Get privacy right

Your customers have given you permission to be in their pocket. What will you do with

that honor?


Summary

› Shift the way you think about mobile marketing by combining mobile’s unique attributes

› Analyze your own customers’ behaviors and expectations mapping their shopping journeys

› Forget about technology, integrate your app into your CRM approach

›  Leverage analytics to make the most of mobile moments

Thank you Thomas Husson +33 (0) 6 84 82 95 03 [email protected]

@Thomas_Husson

Localpoint®

© 2013 Digby. CONFIDENTIAL

Make it Personal: Mobile Engagement, One Shopper at a Time

Doug Wick, Director of Product Management

Localpoint®


Digby Corporate Overview

“Digby helps brands & retailers accelerate cross-channel convergence”

Send…

with the Right Value in the Right Place at the Right Time to the Right Person

the Right Message

Localpoint®


How Brands Get Personal on Mobile

Broadcast

Not personal, but a good starting point for generating app engagement

Profile-Based Personalization

Profiles target groups of shoppers based on attributes and current behavior

Location-Aware Personalization

Advanced position detection personalizes based on real-time location information

1:1 Personalization

An event-driven message for that individual based on who, where and when they are

Localpoint®


Locations Start with Stores

Analytics

Understand store traffic patterns & consumer behavior

Venue

Engage customers in brick & mortar store locations

Localpoint®


Localpoint®


Profiles Start with Preferences

Ask for Attributes

Get your customer to tell you about her interests, communication preferences, and who she is.

Listen for Behaviors

Record information about your customers behavior in order to better understand them.

Integrate

Bring in attributes from other systems to help with profile-based targeting on mobile.

Localpoint®


Personalization System

Loyalty

POS E-Com

CRM Location Analytics

The Ultimate in Personalization: 1-to-1

1 Event: phone detects location entry into store

2 Retail app asks for best offer for that time & place

3 Personalization system chooses best offer

4 Personalized message is pushed to user

Localpoint®


Planning for Personalization

Personalize at all levels

Some will share their personal information freely, others won’t

Location Profile

1-to-1

Broadcast

Don’t wait for perfection

Don’t wait for 1-to-1 to become a reality if you can engage now

Incent your customers

Think about what you can offer customers who are willing to get closer beyond good marketing

Localpoint®


www.digby.com/playbook

Localpoint®


Thank you!

Doug Wick [email protected]

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Closing: Key Takeaways!

!Shift your marketing approach by leveraging mobile’s unique benefits!!Analyze your own customers’ behaviors and expectations by mapping their journey!!Forget about technology, integrate your app into your CRM approach!

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MMA New York Forum!May 7-9, 2014!MMA Singapore Forum!May 2014!Cannes Lions Festival!June 15-21, 2014!NA Mobile CEO & CMO Summit!July 13-15, 2014!!

MMA Webinar Series! Upcoming MMA Events!Integrated Cross Channel Mobile Strategies: 3 Tips for Coming Up with Yours!February 11, 2014!!

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