the agency's view on holiday mobile shopping
TRANSCRIPT
![Page 1: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/1.jpg)
THE AGENCY’S VIEW ON HOLIDAY MOBILE SHOPPINGMartin Lange, OgilvyOne
![Page 2: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/2.jpg)
WHAT MAKES CHRISTMAS SHOPPING SPECIAL?
![Page 3: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/3.jpg)
70% of all purchases are gifts
![Page 4: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/4.jpg)
This is not a gift, normally
![Page 5: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/5.jpg)
Gifts are personal, emotional, meaningful
![Page 6: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/6.jpg)
Christmas shopping is about atmosphere and experience
![Page 7: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/7.jpg)
But Christmas shopping is also about time pressure
![Page 8: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/8.jpg)
The large majority of purchases still happens in store
![Page 9: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/9.jpg)
Only 14% of smartphone users bought an item through their phone
![Page 10: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/10.jpg)
UNDERSTANDING THE MOBILE ENABLED SHOPER
![Page 11: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/11.jpg)
Asking the experts
![Page 12: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/12.jpg)
Asking the shopper
![Page 13: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/13.jpg)
Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
Innovators
5% 15% 20%30% 30%
OpinionLeaders
EarlyMajority
LateMajority
Laggards
What are typical services that shoppers are using?
![Page 14: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/14.jpg)
Innovators
BlackberryAndroidBeing SocialMydailydealYelpEpinionsZappos
Next TagRed LaserGilt GroupCoupon SherpaRotten TomatoesTweeted negatively about brand
How to win an innovation halo
Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
![Page 15: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/15.jpg)
OpinionLeaders
Own iPhoneIntend to buy KindleCitySearchTwitterLinkedInBizrate
Searched Google from store for product infoScanned QR or barcodeShopped at retail then bought onlineAsked store to match price shown phone
On the verge to becoming mainstream?
Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
![Page 16: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/16.jpg)
EarlyMajority
Own smartphoneLikely to buy iPadCoupons via text message Groupon
Catering to the masses
Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
![Page 17: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/17.jpg)
LateMajority
Become a fan of a brand on FacebookAsked store to match a price from a printoutUse Consumer Reports online
Almost full adoption
Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
![Page 18: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/18.jpg)
Laggards
FacebookEbayCraig’s ListAmazonPayPalShopped retail then boughtonlinePhoned from store for opinion
Universal behavior
Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
![Page 19: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/19.jpg)
Innovators OpinionLeaders
EarlyMajority
LateMajority
Laggards
Trusted? Learned? Needed? Simplifying?
Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
![Page 20: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/20.jpg)
THOUGHT STARTERS
![Page 21: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/21.jpg)
Aggregate where you find critical mass
![Page 22: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/22.jpg)
On mobile wish lists
![Page 23: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/23.jpg)
And shopping guides
![Page 24: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/24.jpg)
Find the digital shelf space
![Page 25: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/25.jpg)
Understand mobile search intent and optimize your offer
![Page 26: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/26.jpg)
The power of location-based targeting
![Page 27: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/27.jpg)
Shopper check in – for Loyalty, Customer Service, Inventory
![Page 28: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/28.jpg)
Empower staff – especially your “temps”
![Page 29: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/29.jpg)
Understand timing – Christmas starts early and ends late
![Page 30: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/30.jpg)
Connect the journey
![Page 31: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/31.jpg)
Whatever you plan for Christmas…… plan long term and holistically!
Transaction – Lifetime – Advocacy - Collaboration
![Page 32: The Agency's View on Holiday Mobile Shopping](https://reader038.vdocuments.net/reader038/viewer/2022103021/55d51532bb61eb676b8b4625/html5/thumbnails/32.jpg)
THANK [email protected], @macaccess