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Präsentation auf dem Experttag bei Adtelligence (http://www.adtelligence.de/futureofecommerce) wie die mobile Revolution durch Smartphones für den stationären Handel genutzt werden kann
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1 | Mobile and Location-Based-Services| February, 2013
Expert Day at Adtelligence: The Future of E-Commerce
Dr. Volker Hoyer
Location-Based-Services
19.02.2013
2 | Mobile and Location-Based-Services| February, 2013
d
Mobile Drives Opportunity
94% Searched for local
information
70% Acted within 24
hours
66% Visited stores in
person
Consumers love using their mobiles to discover what‘s
nearby and then make their purchases online or in-store.
38% Report interest in
receiving promotional
messages on their
location Source. The Retailers Guide to Social, Local, and Mobile (2012)
Local Drives Action
More consumers will access the Internet by
mobile devices than by desktop or laptop
computers by 2013.
Source. Morgan Stantley Research (2009), global data
400
800
1,200
1,600
2,000
0
2007 2015 2009 2011 2013 2014 2012 2010 2008
Internet Users (MM) Mobile Internet
Users
Desktop
Internet Users
Mobile commerce is about
on-the-go-convenience.
3 | Mobile and Location-Based-Services| February, 2013
Source. Forrester Research (2012), Peter Sheldon
Evolution of Location-Based-Services
Phases
2008 - 2009 2009 - 2011 2011 - 2012 2013 - on
All About Location
Check-in services such as
foursquare used games and
competition to induce users
to login and share location
information.
Rise of Basic
Incentives
Seeking reward for their
behavior, consumers
excepted basic deals as the
price for willingness to take
action (e.g., scan a product,
make a purchase, etc.)
Emergence of
“Smart” Deals
Consumers are starting to
expect personalized,
customized offers based on
behavioral preferences and
purchase history.
Repeat Business
and Customer
Loyalty
Check-in services are
inherently customer loyalty
tools. By definition, they
reward shoppers for
repeatedly patronizing
establishments.
4 | Mobile and Location-Based-Services| February, 2013
Who is the owner of the customer data?
5 | Mobile and Location-Based-Services| February, 2013
Integrate location-based-services
scenarios within your native app
6 | Mobile and Location-Based-Services| February, 2013
What are your benefits?
$ Customer journey in the real world Understand the customer journey and movement in the real world
Ownership of the customer data for further indeep analysis
A/B testing of your campaigns, store and window design
Increase sales Connect your brick and mortar stores with the mobile revolution
Drive additional traffic to your stores or web site
Create impulse purchases
Try and test the mobile revolution Low investment costs due to out-of-box platform from arvato
Reading to integrate with your retail systems
7 | Mobile and Location-Based-Services| February, 2013
… increases store traffic and sales by creating
a truly custom experience for your customer!
Weather, traffic, events, etc.
Location
User profile and preferences
How does it work? Contextually mobile shopper
engagement …
CRM and loyalty program
8 | Mobile and Location-Based-Services| February, 2013
Seamless integration into your mobile app through an
extension (SDK)
9 | Mobile and Location-Based-Services| February, 2013
Use Case: Engage Your Customers
Out-Store special event message
to Hamburg Habour Party area:
Emily, get today 20% off for all
Hamburg fashion.
Demand Generation Drive customers to your brick and mortar
stores by pushing information.
In-Store Engage with and influence your customers
as they enter, browse and exit your stores.
Analytics Understand your customers and behaviors
within your stores
In-Store trigger after QR
product scan:
You are looking for HSV
products? You find more on
the second floor.
In-Store Analytics (Store #1)
Store visits:
Avg. dwell time:
Peak visit hour:
Avg. repeat visits/ month:
1523
21 min
1-2 pm
1.5
Campaign Analytics
Messages delivered:
Messages opened:
Resulting visits to store:
Conversion:
254
82
10
4%
Store # 1
Real-world geographic area
In-Store Engagement
10 | Mobile and Location-Based-Services| February, 2013
Our Solution Create your location-based marketing campaigns
Demand Generation
1 Drive customers to your brick and mortar stores
Import context sensitive push campaigns from your
existing CRM or marketing tool
Define free-form geo-fences for your
marketing campaign
Set geo-fences around relevant locations
to drive in-store traffic and in-app shopping
Run campaigns via the intelligent push notification
services to smartphones of the relevant target customer
segments
11 | Mobile and Location-Based-Services| February, 2013
Dr. Volker Hoyer
Phone: + 49 52 41/ 80-42759
www.arvato.com
Contact
Request a demo!
