The  Future  of  Hyper-­‐local  Digital  Media  Services  The  Power  of  Loca-on  Starts  Here  

   ADCentricity…The  Power  of  Loca-on  Starts  Here  

ADCENTRICITY  is  a  loca-on-­‐based  solu-ons  company.  ADCentricity  and  its  partners  provide  a  suite  of  products  and  services  that  drive  

consumer  engagement  by  selling  and  delivering  relevant,  contextual  and  targeted  content  to  all  types  of  loca-on-­‐based  digital  media.    

Influence  Customers  on  the  Path  to  Purchase  with  Shopper  Connect.  

   ADCentricity’s  Shopper  Connect  Partners  

“The  LBMA  is  currently  working  with  ADCentricity  and  its  partners  in  North  America  and  Europe  and  is  extremely  excited  about  our  rela-onship  as  they  have  the  vision,  products  and  services  to  deliver.”  

-­‐  Asif  Khan,  President  and  Founder,  Loca6on  Based  Marke6ng  Associa6on  

•  Market-­‐leading  digital  signage  plaMorm  •  Seamless,  secure,  integrated  and  scalable  •  Enterprise-­‐class  resource  planning  and  content  management  plaMorm  •  Uninterrupted  use  in  hospitals,  banks,  airports  and  retailers  •  Cloud-­‐based  network  management  and  industry-­‐leading  customer  service  •  Currently  powering  over  1,000  companies  and  10,000  digital  screens    

•  14,000  staff,  $1.2Bn  in  fees,  $3Bn  in  media  under  management  

•  Over  1,100  clients  such  as  Target,  Sears,  BMW,  Chrysler,  Prada,  MicrosoX,  Gucci,  Budweiser  

•  Most  award  winning  agency  network  in  the  world  

•  Over  50%  of  our  revenues  are  from  digital  marke-ng  

•  75  specialist  agencies  under  one  roof  -­‐  all  best  in  class,  and  be]er  together  

•  Global  leader  in  providing  technology-­‐enabled  business  solu-ons  and  services.  

•  Support  over  50  percent  of  the  2009  Global  500    General  Merchandise  retailers,  Food  and  Grocery    wholesalers  and  Fashion  brands.    

•  Innova-on  and  speed-­‐to-­‐market,  enhanced  customer  experience  and  integra-on  of  mobility,  POS  and  loyalty  programs.  

Our  Partnership  is  a  Unique  CombinaJon  of  LocaJon-­‐Aware  Domain  ExperJse,  Retail  Experience  and  Technological  Know-­‐How.  

CSC  focuses  on  providing  technology-­‐enabled  business  solu-ons  to  meet  business  challenges  

Management  ConsulJng   Systems  IntegraJon   Outsourcing  

ADCentricity  sells  and  delivers  relevant,  contextual  and  targeted  content  to  customers  on  all  types  of  loca-on-­‐based  digital  media  along  the  Path  to  Purchase  

   ADCentricity  and  CSC  Partnership  

ADVERTISINGBRANDING

DIGITALMULTICULTURAL

PUBLIC RELATIONSSOCIAL MEDIA

SPORTS MARKETINGEXPERIENTIAL MARKETING

SHOPPER MARKETINGINFLUENCER MARKETING

DATA ANANLYTICSCRM

CUSTOMER ENGAGEMENTCONSUMER PROMOTIONS

MARKET RESEARCHDIRECT MARKETING

INNOVATION AND INSIGHTS

BRANDED ENTERTAINMENTECOMMERCE

MEDIA PLANNINGMEDIA BUYING dotbox

ADVERTSING  BRANDING  

DIGITAL  MULTICULTURAL  

 PUBLIC  RELATIONS  

SOCIAL  MEDIA  SPORTS  MARKETING  

EXPERIENTIAL  MARKETING  SHOPPER  MARKETING  

INFLUENCER  MARKETING      

DATA  ANALYTICS  CRM  

CUSTOMER  ENGAGEMENT  CONSUMER  PROMOTIONS  

MARKET  RESEARCH  DIRECT  MARKETING  

INNOVATION  AND  INSIGHTS      

BRANDED  ENTERTAINMENT  ECOMMERCE  

MEDIA  PLANNING  MEDIA  BUYING

   MDC  Partners  –  Best  in  Class  Marke-ng  Services  PorMolio  

77%  of    viewers  use  another  device  while  they  are  watching  TV  

42%  of  grocery  shoppers  refer  to  their    Smartphone  as  a  shopping  list  

40%  of  grocery  shoppers  want  to  store  digital  coupons  in  their  Smartphones  

Smart  Phone  Usage  

62%    of  shoppers  search  digitally  for  about  half  their  shopping  trips  

52%    of  adult  phone  owners  used  them  to  help  make  purchase  decisions  

in  store  

72%    of  tablet  owners  use  them  to  purchase  product  on  a  weekly  

basis  

18%    of  consumers  used  a  smartphone  for  research  and  purchase,  visi-ng  a  store  to  check  out  the  product  

46%      of  consumers  researched  on  a  smartphone,  and  went  to  the  

store  to  purchase  

39%    of  consumer  decision  making  was  influenced  by  social  media  

The  Constantly  Connected  Consumer  

Based  on  mul-ple  data  sources  including:  Pew  Research  Center,  1/30/12;  Google/Shopper  Sciences,  ZMOT  Purchase  Path  Studies,  U.S.,  April  2012,;  Google,  The  Mobile  Playbook,  2012;  eMarketer  Digital  Intelligence,  10/20/10    

   A  Retailer’s  Challenge:    Today’s  Customer  

The  “Constantly  Connected  Customer”  Represents  Value  to  You.      This  is  Because  They  Are…  

•  Spending  More  Money  is  typical  of  the  “Constantly  Connected  Customer”  who  spends  on  average  up  to  four  -mes  more  than  their  non-­‐“Constantly  Connected  Customer”  counterpart*  

•  Engaging  With  Brands  is  also  an  a]ribute  with  studies  no-ng  that  on  average,  “Constantly  Connected  Customers”  have  a  15%  stronger  rela-onship  with  brands  than  non-­‐digital  shoppers**  

•  Sharing  More  Feedback    about  the  retailer,  its  service  and  products  across  social  media,  the  internet  ,  etc.  means  it  is  today’s  “focus  group”  

•  CreaJng  a  Stream  Of  Data,  Rich  With  Insights  enables  retailers  the  ability  to  analyze,  predict  and  ul-mately  be]er  meet  the  expecta-ons  of  the  “Constantly  Connected  Customer.”  What  took  weeks  to  learn,  now  takes  minutes  

*  Stephanie  Clifford,  “Nordstrom  Links  Online  Inventory  to  Real  World,”  The  New  York  Times,  August  23,  2010.  **  Survey  of  100,000  ques-onnaires  across  hard,  soX,  beverage  and  HBA  goods.  Taly  Weiss,  “Digital  Consumers  Are  Brand  Minded  Targets,”  Trendspoqng  Market  Research,  June  29,  2009.  

   A  Retailer’s  Challenge:    Today’s  Customer  

LBM  –  while  growing  in  popularity  –  is  an  emerging  field,  providing  a  retailer  with  an  important  point  of  differenJaJon  to  gain  strategic  advantage.  

Opportunity  

• Your  and  your  vendors  have  the  same  objec-ve  as  you:  achieve  a  seamless  customer  experience    

• With  Shopper  Connect  you  control  the  technology  needed  to  reach  your  customers  on  their  Path  to  Purchase    

• Your  control  of  this  access  has  inherent  value.    It  represents  an  asset  you  can  leverage  to  drive  incremental  revenue  from  vendors.  

• Addi-onally,  you  have  other  mone-za-on  opportuni-es:  ─ Adver-sing  ─ Promo-on  ─ Games,  Surveys  and  Contests  

   Today’s  Customer  and  Loca-on-­‐Based  Marke-ng  

A  Comprehensive  LBM  SoluJon  like  Shopper  Connect  can  be  MoneJzed.  Vendors  Will  Pay  You  to  Reach  Customers  in  Your  Stores.    

xxxxxxxxxxxx   xxxxxxxxxxxx  xxxxxxxxxxxx   REALIZE  BUSINESS  VALUE  

Build  

UNLOCK  BUSINESS  VALUE  

Plan  

OPTIMIZE  BUSINESS  VALUE  

Maintain  

•  Assessment,  Vision  &  Strategy  Workshop  

•  POC  and  Prototype  •  Business  Case  Development  •  Requirements  Determina-on  •  Solu-on  Design  •  Applica-on  Design  •  Configura-on    •  Architecture  •  Business  Process  Redesign  

•  User  Design  •  Architecture  and  Infrastructure  

Implementa-on  •  SoXware  Development  and  

Modifica-on  •  Tes-ng  •  Pilot  •  Conversion  and  Interface  

Implementa-on  •  User  Adop-on  Implementa-on    •  Staged  Rollout  

•  Implementa-on  As-­‐a-­‐Service    [Shared  Technology  PlaMorm,  Managed  By  CSC]  

•  Implementa-on  Upgrades  •  Content  Inser-on  

We  have  Created  Shopper  Connect  –  a  Great  LBM  Example  –  in  Response  to  the  Rise  of  the  Constantly  Connected  Customer.  

   Shopper  Connect:    An  Example  of  Loca-on-­‐Based  Marke-ng  

Use  ADCentral  to  reach  the  “Constantly  Connected  Customer”  through  ”Out  of  Home”    locaJon-­‐based  digital  media.  

•  Drive  store  revenue,  promoJonal  effecJveness  and  shopper  engagement  by  reinforcing  print,  radio  and  television  media  messaging  via  “Out  of  Home”  loca-on-­‐based  digital  media  

•  Create  locaJon  relevant  markeJng  messaging  that  will  resonate  with  customers  due  to  “who  they  are”  and  “where  they  are”  on  the  Path  to  Purchase  

•  Target  your  markeJng  messages  based  on  consumer  shopping  and  buying  behavior  using  psychographic  data  from  Nielsen,  Polk,  Simmons,  Environics  Analy-cs  and  more  

•  Distribute  targeted  messages  to  a  network  of  over  250,000  loca-on-­‐based  digital  media  screens,  by  customer  segment,  venue  and/or  day  part,  to  drive  customers  to  retail  loca-ons  

•  Analyze  and  report  on  customer  response  to  further  messaging  and  increasing  response rate

Location-Based Digital Media

   ADCentral:    Shopper  Connect’s  First  Retailer  PlaMorm  

Bluetooth  

Digital  Place  Based  Screens  

In-­‐Store  Digital  Screens  

In-­‐Window  Digital  Interac-ve  

Mobile  Shopping  Applica-ons  

In-­‐Store  Radio   Digital  Projec-on  

Wi-­‐Fi  

   ADMobile:    Shopper  Connect’s  Second  Retailer  PlaMorm  

• Recommend  up-­‐sell  and  cross  sell  opportuni-es  enhancing  basket  size    

• Display  promo-onal  offers  to  ease  inventory  issues,  increase  customer  sa-sfac-on  and  drive  basket  size  

• Sync  with  your  loyalty  card  data  to  further  engage  and  develop  your  best  customers  

• Offer  contests  and  promo-ons  increasing  brand  engagement    

• Announce  new  product  arrivals  to  drive  customer  trial  

• Provide  store  maps  to  facilitate  shopping,  increase  customer  sa-sfac-on,  and  track  shopping  pa]erns  

•  Issue  recall  alerts  protec-ng  the  customer  base  and  increasing  a  consumer  sense  of  trust  in  the  retailer  

Use  ADMobile  to  drive  customer  purchases  with  targeted  informaJon  and  promoJons.  

   FirmChannel:    Shopper  Connect’s  Third  Retailer  PlaMorm  

•  Increase  sales  and  customer  experience  with  a  chain-­‐wide,  in-­‐store  digital  signage  network    

• A]ract  and  influence  consumers  right  at  the  “Point  of  Purchase”  

• Reduce  prin-ng  and  delivery  costs  from  paper  signage  

• Create  and  schedule  playlists  for  specific  market  and  store  demographics  

• Train  sales  associates  during  store  off-­‐hours  • Unique  interac-ve  digital  signage  offerings  include:  

–  RFID  triggered  interac-ve  display  –  Social  media  outlets  and  RSS  feeds  –  Gesture  interac-ve  display  –  Real-­‐-me  facial  recogni-on  

Run  playlist  of  Flash,    Videos,  Jpegs…  

Region,  6me,  or    site-­‐specific  promo6ons  

Run  real-­‐6me  RSS  fees;  XML-­‐based  

link  to  other  sources  

Mul6ple  zone    layouts  available  

 

Use  FirmChannel  to  drive  customer  purchases  with  interacJve  digital  signage.  

Shopper  Connect  Retailer  PlaMorms  

Loca-on-­‐based   digital   media   management   plaMorm   to   plan,  target,  create,  deliver  and  report  on  any  type  of  loca-on-­‐based  digital  media.  

             ADCentral  

Loca-on-­‐based  mobile  shopping  plaMorm,  including  marke-ng  content   management,   loca-on   services,   mobile   interfaces,  shopping  tools,  mobile  payment,  analy-cs  and  repor-ng.  

ADMobile  

Cloud-­‐based  digital   signage  plaMorm   to  manage  a  network  of  digital  assets,  and  plan,  create,  deliver  and  measure  content  to  an   interac-ve   digital   signage   network,   using   a   web-­‐based  interface.  

FirmChannel  

•  The  Constantly  Connected  Customer  (CCC)  represents  value  to  retailers  in  spending,  engaging  with  retailers  on  social  media,  crea-ng  massive  amounts  of  insight  rich  data.  

•  A  paradigm  shi`  has  occurred  in  “when”  and  “how”  shopper  buying  decisions  are  made  rendering  influencing  them  before  they  are  at  the  shelf  cri-cal.  

• MarkeJng  to  shoppers  on  the  path  to  purchase  drives  market  basket  and  engagement  if  the  messaging  brings  value  and  relevancy  to  the  loca-on/place  of  the  shopper.  

•  Incremental  retailer  revenue  can  be  gained  if  the  retailer’s  LBM  tool  is  comprehensive  by  adver-sing  vendor  brands,  offering  vendor  contests,  providing  gamifica-on  op-ons,  etc.  

•  LBM  represents  a  point  of  differenJaJon  to  a  retailer  relaJve  to  the  compeJJon  in  that  this  is  not  found  ubiquitously  in  the  marketplace.

LBM  InnovaJon  Session  

• Engages  the  LBMA  for  a  presenta-on  of  current  trends  in  Loca-on-­‐Based  Marke-ng  

•  Includes  ADCentricity,  CSC  and  MDC  Partners  execu-ves  

• Consists  of  a  deeper  dive  on  Shopper  Connect  as  an  example  of  a  comprehensive  LBM  solu-on  

• Contains  a  discussion  of  how  we  recommend  clients  more  forward  in  this  area  

• Details  •  Typically  a  ½  day  session  •  Customizable  agenda  

•  Business  focused  with  technology  breakout  session.    Outcomes  include…  

• Understanding  the  func-onal  capabili-es  of  commercially  available  LBM  solu-ons  

• Awareness  of  business  and  technology  challenges  in  loca-on-­‐based  deployment  

•  Perspec-ve  of    the  pros/cons  of  each  implementa-on  op-on  

Summary  and  Next  Step  

As  a  Next  Step,  we  propose  an  LBM  InnovaJon  Session.  

   For  More  Informa-on,  Please  Contact  

Adcentricity  CorporaJon    Doug  Woolridge  CEO  24  Duncan  Street,  5th  Floor  Toronto,  ON  M5V  2B8  p:  1.866.568.3142  m:  1.416.357.2722  dwoolridge@adcentricity.com    

Computer  Sciences  CorporaJon  

Bill  Lunz  Prac-ce  Director,  Global  Business  Solu-ons  and  Services  One  Tower  Lane,  Suite  2900  Oakbrook  Terrace,  IL  60181  p:  1.630.472.1469  m:  1.630.561.1641  wlunz@csc.com    

MDC  Partners    Terry  Donnelly  Director,  Business  Development  45  Hazelton  Avenue  Toronto  ON  M5R  2E3  p:  1.416.960.9000  m:  1.416.543.4904  tdonnelly@mdc-­‐partners.com    

www.adcentric ity.com