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A DAY IN THE LIFE OF THE DIGITAL SHOPPERHow digital activation is used to influence the behavior of a young married couple, John and Sarah, during a ‘typical day in their life’.
Consumers to Shoppers
Shoppers in Control
Relevance and Creativity
Mobile Moments
Mobile Moments
Chetan Sharma, January 2011, via Neilsen
Reach Targeting Engagement Viral Transaction
Mobile
Internet
TV
Radio
Outdoor
Mobile Moments
Mobile scores highly Vs other channels
TNS: http://discovermobilelife.com/
Mobile Moments
Understand speci!c
behaviours
Mobile Moments
How People do itModeMindsets
What people wantMotives
Why people needMoods
How people feel
Mobile Moments
The Consumer perspective:
The Journey
1. Yield management is about optimising limited and perishable resources through timely pricing and communications. Think about the Choice Architecture of consumers at different stages
Would you pay more or less for an empty flight? Text people a few days before a flight and ask them if they would like to swap to a less Full flight.
Day before “Yes. Upgrade me!”
I deserve: MomentsSensory
Decision Criteria “Would you like an upgrade for $350?”
2. Economics of Satisfaction relates to the economic impact of ensuring the customers are “satisfied” to drive purchase, repeat purchase & advocacy; as well as reduce customer service issues and minimise negative word of mouth.
Mobile MomentsThe Business perspective
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*+$%,&'&(#)-$&,&./$")
Mobile Moments
The Principles: Mobile Moments
Mobile Moments
1. Be Contextual
#wisdomfromtheurinal
Mobile Moments
Retail installations can help provide consumers with “sales Aid” and generate commitment to the brand.
You can get a 10% saving from using AMEX when buying holidays and !ights
with travel insurance.
Flights to Sydney
Mobile Moments
Scratch your customer’s itch before they know they need to
Mobile Moments
2. Be timely & Placely
Mobile Moments
Westpac
Give man a target and he will aim.
Telling is less effective than in!uencing and empowering.
3. Be Useful. Don’t tell. Enable.
#wisdomfromtheurinal
Mobile Moments
Give man a target and he will aim.
Telling is less effective than in!uencing and empowering.
3. Be Useful. Don’t tell. Enable.
#wisdomfromtheurinal
Mobile Moments
Milo have developed an App to help people organise football or sports matches with their friends
Mobile Moments
4. Be Effortful
Mobile Moments
Mobile Moments
Brand experienceslike street theatre -
engage consumers, create buzz and
drive footfall
Mobile Moments
5. Be omnipresent.
Mobile MomentsNestle platform for Parents
Mobile Moments
6. Be Remarkable
#wisdomfromthecow
Understand underlying consumer behaviour and emotions
Identify the business & communication opportunities
Mobile Moments
From Armed To Charmed
From Armed To Charmed
Fear Of The Tech-Empowered Shopper
From Armed To Charmed
Mobile Changing Shopping Behavior.....
From Armed To Charmed
“In$a$December$survey$conducted$for$the$NRF,$about$11$percent$of$shoppers$said$they$had$used$a$smart$phone$for$holiday$shopping.$Of$those$who$did,$26$percent$made$a$purchase,$34$percent$read$
product$reviews$and$60$percent$browsed$for$giFs$on$their$phones.“
60%$of$11%$is$6.6%34%$of$11%$is$3.7%26%$of$11%$is$2.8%
.....But be aware of aggregate data
From Armed To Charmed
Clearing the Fog
From Armed To Charmed
Mobile Shopper Research Study
Shoppers
Experts
From Armed To Charmed
Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
Adoption of Mobile Shopping Services
Smart$phones$crossing$the$chasm
Innovators
5% 15% 20%30% 30%OpinionLeaders
EarlyMajority
LateMajority
Laggards
From Armed To Charmed
The year of the “not so smart”
phone user
From Armed To Charmed
Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
Early Adoption
Innovators
All the basics + Bleeding edge apps and services
42% have used retailer apps
From Armed To Charmed
Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
77% use search to look up product information in storeOpinion Leaders
Actively using a broad set of mobile web-based search, social, and comparison tools while shopping
Opinion Leader
From Armed To Charmed
Early Main Stream
Early Majority
Simple-Savvy mobile shoppers; using email & text as primary device for brand comms
27% receive daily or weekly messages from brandsSource: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
From Armed To Charmed
Mass Market
Late Majority
Mostly online shopping tools; consumer reports, printing coupons, Facebook
Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
54% connect with friends while shopping
From Armed To CharmedKey Takeaway - Mobile following online
LOOKED-AT-A-PRODUCT-IN-STORE-AND-THEN-BOUGHT-ONLINE
$ 85%$ 74%$ 66%$ 54%$ 29%LOOKED-AT-A-PRODUCT-IN-STORE-AND-THEN-BOUGHT-ON-PHONE
$ 71%$ 27%$ 8%$ 1%$ 0%
LOOKED$THEN$BOUGHT$BY$PHONE
LOOKED$THEN$BOUGHT$BY$ONLINE
Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
Innovators OpinionLeaders
EarlyMajority
LateMajority
Laggards
From Armed To Charmed
Majority Adoption = ROI
Trusted?Learned?Needed?Simplifying?
Innovators OpinionLeaders
EarlyMajority
LateMajority
Laggards
Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
50
51
Ques>on-#1
5 Things We Heard Loud And Clear From Shoppers
52
1.-Give-me-value-AND-serviceChecking-in-is-for-(in-this-order)-Loyalty,-Customer-Service,-Inventory-and-Deals-
53
2. Make shopping easier not more
complex
From Armed To Charmed
3. Give me multiple points of access
From Armed To Charmed
4. Grow With Me Over Time
From Armed To Charmed
5. Know me@mobile
EXCUSE ME, THERE’S A QR CODE IN MY SOUP
AT HOME
ON THE GO
IN STORE
TVPRINT
RADIO
OUT OF HOME
SIGNAGE
POSM
PACKAGING
DIGITAL TV, RADIO & PUBLISHING
SOCIAL NETWORKS
MOBILE APPS
ONLINE SAMPLING & E-VOUCHERS
PRICE COMPARISON SITES
GROUP DISCOUNTS SITES
DIGITAL OOH
AUGMENTED REALITY
QR CODES
MOBILE SITES
IMAGE RECOGNITION
SMS/MMS/BLUETOOTH
BARCODE SHOPPING
AUGMENTED REALITY
QR CODES
DIGITAL CARTS
IN STORE SCREENS
RFID
MOBILE CHECK-INS
IPHONE/IPADS
AT HOME
ON THE GO
IN STORE
Photo: Philippa Willitts
SAMPLING ON DEMAND
PROMOS IN REAL-TIME
ENGAGING DRIVE TO STORE
TRULY INTERACTIVE DISPLAYS
SOCIAL SHOPPING
LIFESTYLE TARGETING
ANYWHERE PURCHASE
THANK YOU