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Fueling Brand Advocacy And Engagement With
Mobile Apps
#ManthanMobility
Webinar Sponsored by
#ManthanMobility
Welcome Webinar Attendees
#ManthanMobility
Follow This Webinar On Twitter
#ManthanMobility
#ManthanMobility
About Retail TouchPoints
Launched in 2007
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To provide executives with
relevant, insightful content
across a variety of digital
medium
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#ManthanMobility
Panelists
Anand Sri GaneshSenior Vice President and
Business Head for Customer Analytics
Manthan Systems
MODERATOR
Greg GirardProgram Director,
Merchandise StrategiesIDC Retail Insights
Alicia Fiorletta Senior Editor
Retail TouchPoints
Omni-Channel Commerce: The Context for Mobility in Marketing
Greg GirardJuly 2014
7
Moore’s Law Gordon Moore, Intel co-founder Computing power doubles every 18 months
© IDC Retail Insights Visit us at IDC-ri.com
30 Cycles = 2^30 = 1.07 billion-fold increase
69% critical shopping tool70% will use more next year
Shoppers use smartphones everywhere but fewer use them in stores than elsewhere
Get advice or ask a question via a social network (e.g., Facebook, Twitter)
Check in via Foursquare, Facebook, or other
Buy from another retailer
Check the latest deals via apps
Check reviews
Check the latest deals via web browsing on my smartphone
Call, text, or message a friend or family member
Check prices
0% 10% 20% 30% 40% 50% 60% 70% 80%
AnywhereIn-Store
% performed function with smartphone
Q1. Which of the following did you do on your smartphone during the holiday shopping season from any location (work, home, etc.?)
Q2. Which of the following did you do on your smartphone during the holiday shopping season while inside a retail store? (Select all that apply)
N = 511
9© IDC Visit us at IDC.com and follow us on Twitter: @IDC
The Five “I” Persona....in ALL roles of life
Instrumented - Through mobile devices
Informed – Through “Always-on” internet access
Interconnected – Through social communities
In-place – In-store, in public, or at home
Immediate – In their ability to take action
Source: IDC Retail Insights
...as Shopper
Why is the customer omni-channel?
To maximize efficiency! For convenience Because I want what I want when I
want it For faster (& more or less) service –
self determined For price compare/validation To obtain complete and trusted
information To get product recommendations &
personalized offers To be treated as the unique shopper I
am
THAT’S JUST THE WAY I AM!
Omni-channel Customer Centricity
Omni-channel
Customer
Stores
OutletsKiosk
Brand shops
Sales associates
Other staff
Call center
Online chat
Internet TV
Portals
Social networking
Website
Mobile Site
Mobile Apps
Virtual Stores
Location based interactions
IoT
Competitive data
Collaboration
Fulfillment partners
XML/EDI
Affiliates
Market researchTV placements
Online auctions
Marketplaces
Magazines
Marketing collateral
Catalogues
IntegratorsDealers
Agents
Franchisees
Resellers
Logistics Partners
Retailers
Home advisors/installers
Shop in Shop
Pop up store
© IDC Retail Insights Visit us at IDC-ri.com
Learn to Earn
Physical Digital Convergence
13
ONLINE Enhancements
INSIDE Enhancements
SocialMobile
ConnectedInteractiveAugmented
ConvergenceAbstraction
Platform Order Mgmt Product Info Mgmt
• Multimedia Shelf Edge• Video Analytics GPS Inside Augmented Reality Search & Send
Content Mgmt Search/Navigation Ratings/Reviews
Remote Experts Associate Mobility Interactive Displays Shopping Apps Dynamic QR Codes
Social and Mobile Commerce
>10X Effort
Mobile Marketing Social Brand Big Data
Content and Curation Crowdsourcing
14© IDC Retail Insights Visit us at IDC-ri.com
15
Six C’s of Customer Engagement
Old Paradigm Dimension New Paradigm
Products Centricity Customers
CalendarsFixed Cadence Roles | Missions | Occasions
Fluid
The Plan Context My Life
Transaction| Loyalty Criteria Lifetime Value
Product LifecyclesCategory Management
LocalizationCriticalities
Customer LifecyclesSegment Management
Personalization
Multi-Channel Channels Omni-channel
© IDC Retail Insights Visit us at IDC-ri.com
16
IDC Retail Insights Top 10 Predictions for 2014 Digital Transformation Business Transformation Fulfillment
© IDC Retail Insights Visit us at IDC-ri.com
Single Department or Business Unit
Company-wide/ Industry-wide
0-12 12-24 24+
Multiple Departments or Business Units
Time (months) to Mainstream
Org
aniz
atio
nal
Imp
act2
6
5
1
4
9
3
10
8
1-Omni-channel Experience
2-ERP and Merchandising
Transformations3-Immersive Commerce
10-Same day Fulfilment
Prerequisites
6-Hyperpersonalized
promotions
4-Big data & analytics
9-Omni-channel Fulfilment
8 – PLM and Sourcing
4 –Marketing Technology Investment 7- Commerce
Investments7
Bubble Size = complexity / cost to address
17
Omni-channel path to purchase
Journey mapping analytics
Omni-channel store analytics
Privacy concerns
© IDC Retail Insights Visit us at IDC-ri.com
Prediction 3: By 2016, Leading Omni-Channel Retailers Will Improve Same-Shopper Sales with Immersive Commerce, Driving Additional Revenue Growth of 1.5% and Margin Growth an Additional 3%
Set a New North Star — Immersive Commerce for Same Shopper Sales
18© IDC Retail Insights Visit us at IDC-ri.com
Prediction 4: Technology Investment in Marketing and Advertising Will Increase by 50% by 2017
Invest in Marketing and Advertising Technology and Governance
66%
Internet Ad
Spending
276%
Mobile Display & Search
59%
Internet Ad Spending/ Capita
Digital Halos
• Algorithmic advertising
• Segmentation and personalization
• Context and conversational marketing
• Harmonization of themes and messages
$3.8 B M&A Tech in 2017
• CIO CMO tension yields to partnerships
• Technology-intensive creative agencies
• 50% of marketing hiring driven by IT skills
• Creative license and governance
19
To sum up:
© IDC Retail Insights Visit us at IDC-ri.com
20© IDC Retail Insights Visit us at IDC-ri.com
Greg Girard, Program Director
@gregorydgirard
www.idc-ri.com
https://idc-insights-community.com/retail
“Thank you!”
Mobility for Marketers
Anand Sri GaneshSVP & Business Head, Customer Analytics
21
42% of marketers
are planning to build customer loyalty among mobile device users**
36% of In-Store Sales
Driven by Mobile and Social*
* Media Post, Deloitte Digital - 28th May
**2014 report “Getting Mobile Right” by Brand Republic and Netbiscuits
71% of marketers
currently use mobile as part of multichannel brand experiences**
Mobile channels, integrated with other communication channels, has become a force multiplier
Mobility is now mainstream
22
Building blocks of mobile marketing
ACCESSConvert anonymous consumers to identified customers. Opt-inscreate channels and permissions tocommunicate
INSIGHTSUnderstand your customers, buying behavior, digital channels are critical totimely shopper conversion
ENGAGEMENTTarget unique buyingbehaviors and interestgroups. Communicatewhen customer is most receptive
23
Access: Converting anonymous consumers to identifiable customers
“Opt-in” = the first indication of a customer’s desire to engage
Extends the member program or becomes a surrogate for the member program
Permission to communicate offers & promotions, brand andmarketing messages
24
Insights: Understanding the path to purchase
25
Understanding the “always on” customer
Behavioral understanding• Preferences• Seasonality – pre-season vs in-season vs markdown
Intent – triggers to purchase• Location preferences – proximity to home vs store• Timing – time of day, day of week• Purchase choices
Usage behavior• In-app browsing patterns• Social sharing behavior
Bringing in Big Data analytics to understand & respond to consumers in real time
Engagement: Managing traffic, conversion & advocacy
Ubiquitous yet non-intrusive - right time + right message
Influence the shopping list with pre-purchase targetingEncourage social sharingLeverage geo-fencingNotify based on multi-channel interactions
Targeting & personalizationCoupons based on behavioral insightsLocalized offers and promosPreference based communicationProduct trials “most likely to buy”
26
Beyond promotions: marketing discovery
20% OFF
27
Consumer panel• Stratified samples based
on behavioral insights
Consumer insights• New product introduction• Packaging and messaging• Price discovery
Real-time feedback• Implicit feedback• In-app preferences and
favorites• Customer surveys
30% OFF 25% OFF
$2B retailer capitalizes
on mobile engagement
opportunity to enhance
loyalty program
Cross format retailer adopts
Loyalty247 to:
Extend their loyalty card program to
include bi-directional engagement
Execute cross-channel targeting and personalization
Co-marketing & targeted advertising in partnership with CPG suppliers
Integrate with existing customer
analytics infrastructure to gain
comprehensive customer visibility
across formats and channels
Succeeding with mobile engagement
28
Worldwide leader in retail & CPG analytics
VisionBe the Chief Analytics Officer for the top companies in the retail & CPG industry
MethodWe bring fundamental change in the way analytics are bought, used, applied, and benefitted from
CUSTOMER ANALYTICSMERCHANDISE ANALYTICS
Store Ops Finance
eCommerce Analytics
Know your Customer… Establish a Dialogue
Optimize buying, selling, pricing, assortments, placement
DATA & PROCESS
COLLABORATION PLATFORM & ANALYTICS
Analytics Platform for Data Insights, Monetization and Collaboration
TargetOne Loyalty247
Customer360 Vendor Insights
Vendor LinkFuel Analyzer
Chief Analytics Officer for 120 businesses
#ManthanMobility
Q & A / Panelists
Anand Sri GaneshSenior Vice President and
Business Head for Customer Analytics
Manthan Systems
MODERATOR
Greg GirardProgram Director,
Merchandise StrategiesIDC Retail Insights
Alicia Fiorletta Senior Editor
Retail TouchPoints
#ManthanMobility
Thanks for attending!Download and view this presentation on-demand at:
http://rtou.ch/manthanweb