The Mobile Shopper - From Armed to Charmed presentation

Mobile@Ogilvy

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Forconsumersandorganiza0onsitisnotaboutmobiledevices,butaboutnewways

toaccessinforma,on,engageinconversa,onandinteractwithbrands,

servicesandtheirenvironment.

ForOgilvy,Mobileacceleratesourprograms,campaignsandpla;ormsbyaugmen0ngitwithu,lity,immediacyandcontextuality.

Mobile@Ogilvy

TheMobileShopper‐FromArmedtoCharmedMar0nLange,OgilvyOneNYC

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5Source: Google Research

MobileChangesShoppingBehavior

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“InaDecembersurveyconductedfortheNRF,about11percentofshopperssaidtheyhadusedasmartphoneforholidayshopping.Ofthosewhodid,26percentmadeapurchase,34percentread

productreviewsand60percentbrowsedforgiFsontheirphones.“

60%of11%is6.6%34%of11%is3.7%26%of11%is2.8%

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“Theconsumerisblissfullyunawareanddoesnotreallyhaveanyrequirements” ‐MaartenAlbarda,Anheuser‐Busch/Inbev

ClearingtheFog‐Today’sReality

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Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500

Innovators5% 15% 20%30% 30%

OpinionLeaders

EarlyMajority

LateMajority

Laggards

Adop,onofMobileServices‐anOgilvyResearch

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EarlyAdop,on

Innovators

BlackberryAndroidBeingSocialMydailydealYelpEpinionsZappos

NextTagRedLaserGiltGroupCouponSherpaRoVenTomatoesTweetednega0velyaboutbrand

Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500

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OpinionLeader

Penetration >25% & <20% in next group

OpinionLeaders

OwniPhoneIntendtobuyKindleCitySearchTwiVerLinkedInBizrate

SearchedGooglefromstoreforproductinfoScannedQRorbarcodeShoppedatretailthenboughtonlineAskedstoretomatchpriceshownphone

Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500

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EarlyMainStream

EarlyMajority

OwnsmartphoneLikelytobuyiPadCouponsviatextmessageGroupon

Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500

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BroadAdop,on

LateMajority

BecomeafanofabrandonFacebookAskedstoretomatchapricefromaprintoutUseConsumerReportsonline

Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500

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Universal

Laggards

FacebookEbayCraig’sListAmazonPayPalShoppedretailthenboughtonlinePhonedfromstoreforopinion

Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500

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LateMajority

EarlyMajority

OpinionLeaders

Mobilefollowingonline

LOOKEDATAPRODUCTINSTOREANDTHENBOUGHTONLINE

85% 74% 66% 54% 29%

LOOKEDATAPRODUCTINSTOREANDTHENBOUGHTONPHONE

71% 27% 8% 1% 0%

LOOKEDTHENBOUGHTONPHONE

LOOKEDTHENBOUGHTONLINE

Innovators Laggards

Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500

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CrossingtheChasm

Innovators OpinionLeaders

EarlyMajority

LateMajority

Laggards

Trusted?Learned?Needed?Simplifying?

Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500

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LookingAhead‐Tomorrow’sOpportuni,es

“Theadop*onofcommerceonthemobileismuchquickerthanpeoplehadan*cipated.”

‐ShaunGregory,

O2Media

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OldMarketplaceRules,NewShopperTools

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Loca,on,Loca,on,Loca,on

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Loca,on,Loca,on,Loca,on

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Promo,onHunts,One‐OffSales&Condi,onedConsumers

Sen,ment&Mi,ga,on

PhysicalPOS&VirtualPOS

SupplyChainTransparency&LegalAc,on

Customervs.Organiza,onalReadiness

PainPoints&ImmediateRelief

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Re‐ThinkingtheShopperJourney

Planning

PostPurchase

ExperienceProducts

Trigger

AtthePOS

OntheMove

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ThoughtStarters

ThoughtStarters

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ABrandisNeverAlone

ThoughtStarters

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ButthereisnewShelfSpaceavailable‐DigitalShelfSpace

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Checkinginfor(inthisorder)Loyalty,CustomerService,InventoryandDeals

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EmpowerYourStaff

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UnderstandSocialPla^ormsintheShoppingContext

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An,cipateIntentthroughleveragingData

FacebookFriends

LastCheckIns

PurchaseHistory

MusicTaste

Loca0on

TimeSocioDemographics

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THANKYOUMar0nLange,mar0n.lange@ogilvy.com,@macaccess,#MobileatOgilvy

Mobile@Ogilvy