Enhancing monetisation potential from mobile location services: The case for the retail industry. - Gfk

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January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

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© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 1

ENHANCING MONETISATION POTENTIAL

FROM MOBILE LOCATION SERVICES:

THE CASE FOR THE RETAIL INDUSTRY


GfK Group


GfK – Top 4 Global Market Researcher (2011)

Presence in >100 countries Turnover (2011) €1.37 Bn

GfK Asia SG

est. 1989


We have experts on every major industry

Automotive

Technology (ICT)

Health

Media & Entertainment

Professional Services

Financial Services

Energy

Travel & Logistics

Public Services

Retail Fashion & Lifestyle

Consumer Goods

Our

Industries

…and the techniques to understand what is happening, where and why


The Big Picture


Mobile Devices are still the KEY Engine of Growth for SEA in 2012

Source: GfK Retail Audit Data


Strongly Dominated by Smart Mobile Phone



Together with a Surging demand for Tablets in SEA



Impact from Mobile Devices


How has Mobile Adoption changed Our Behaviour

Mobile Devices

• Personal

• Pervasive

Change our Behavioural Patterns

• How we watch movies

• How we communicate with

Friends

• How we shop & buy things

• How we learn & study


Source: GfK Roper Consulting Findings 2012

How about the Consumer Mindset

People’s lives are

affected by the

world around

them

Consumers react

to these

changes by

changing their

values and

lifestyles

Changing consumer

needs require

changing responses

from innovation,

strategy and new

product development

Consumers look to

companies,

brands, products

and services to

serve these

changing needs Mobile Devices have

changed people lifestyles -

imply changing needs


“Most, if not all, our media advertising

models are “broken”…

Paid media needs to be evaluated

alongside owned media and earned media

Consumer Purchase Decision Process has Evolved as well

Source: Forrester

Awareness

Consideration

Preference

Action

Loyalty

From old model To new one

Companies

are seeking

assistance to

understand

the

implications

for marketing

receptivity

There is too

much

data…but not

enough

actionable

information

The path to

purchase is no

longer linear

The consumer

is in charge


22%

After that, 1/3rd (“liked”) the retailer on Facebook

and 1/5th rated the products or services

Places & Context are becoming the Differentiating Factors

Source: GfK FutureBuy

Consumers are already using such services to empower themselves in purchasing

- as observed in major European markets

Saw the product in store, then purchased

it on phone from another retailer or

online competitor.

to locate stores 60%

to compare prices 52%

to scan QR codes 34%

While shopping their smartphone or

tablets were used by…

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Being at the RIGHT Place for your Consumer will be Key

Introducing Live Population Service

Intents:

• Provide an aggregated

information on the footfall;

• Optimise your business

location to the catchment

area – Increase eyeball

capture;

• Be closer to your customers

and increase positive

interaction with them;


Live Population Service – a Location Knowledge

Tool


The idea of Live Population Services

Wouldn’t it be

great to know …

travel

patterns

number of

visitors

gender

home

locations age groups

socio-

economic

status

average

stay time

catchment

areas

… associated with

my (retail) sites and

those of my competitors?


Data is Always Aggregated That means we’re looking at groups,

not individuals.

Key Considerations

2 Patterns, Not People

We look at overall trends and journeys,

not single behaviour.

1

3 Opt-In or Opt-Out Some countries may require this


Features of Live Population Services

online portal

near real-time

fully-anonymous

Live Population Services is:

remotely managed

nationwide


A Location-Based Knowledge Portal Service

“Live Population Service”

An intuitive portal for any marketing

organization including retailers

• To measure ROI and

• Effectiveness of marketing

budget spent.

By

• calculating footfall and

• Catchment areas of any chosen

site.

How

• using Mobile Operator Big Data


Define a

Location

Track Footfall

of a Location

Compare Two

Locations

Share Your

Discoveries

Intelligence Data from Live Pop Service


Intelligence Data from Live Pop Service

Where they

come from

The number of

visitors to my store

Wealth of the visitors

Age groups

How this compares

to my competitor


• Consumers

• Retailer (iKea, Isetan)

• Reseller

• Investors (banks, investment funds)

• Entertainment (Casinos, Resorts)

• Out of home media (JC Decaux)

• Ad agencies

• Cross-sell (existing clients)

• Mobile Operators

Who will benefit?

http://www.yourlogoresources.com/wp-content/uploads/2011/09/maybank-logo.jpg


Test Case (Example)


The catchment layer shows his customer base

Fred’s

The heat map layer shows footfall density


25

Here?

Here?

Here?

Here?

Here? Here?

Here?

Fred can find the best places for his local ad campaign

HERE!


We’re going to Fred’s!

Us too! And us!

…And see the direct impact of the campaign on the traffic at his store


Drivers for Change


Proliferation of Location-Based Services – Business Potential

Sourece: ie Market Research

Globally, the projected revenue for 2015:

US$ 10.3 Billion

For Industries in:

• Retail & F&B

• Tourism & Entertainment

• Transport

• Healthcare & Emergency

• Wholesalers, Manufacturers &

Big Brands


Emerging Services - Mobile Payment

Square NFC (wireless payment)

(using a plug-in device)

Global Business

Projection: Forecast

US$ 110 Billion

(by end-2013)

For Industries in:

- Retail

- Finance

- F&B

- Tourism

- Entertainment

- Hotel

Source: PRNewswire


Win-Win for Consumers, Retailers & Mobile

Operators


Cost-Savings

– Enjoy Sales Promotions or Discount Coupons

Increase Convenience

– having Major Retailer located near you

More Efficient Disaster Management

- Quicker response time and better rescue operations

Benefits for the Consumer


A Retail Revolutionary Approach for Consumer

Better Engagement with Key Consumers

– Enhance Customer Loyalty

Increase Business Revenue

– Get Higher Conversion Rate from Footfall

Better Use of Investment/Marketing Dollars

- Be strategically located for your consumer

Benefits for the Retailers


Creating new Business & Revenue Stream for the Mobile Operator

Shortest Time to Market

– Enjoy 1st Mover Advantage

Enable Actionable Insights

– Empower your clients with new BI tool

Be a Service to the Client

- Center your business strategy around your consumer

Benefits for the Mobile Operator


THANK YOU

Thank you to our sponsors!

Title Sponsor Platinum Sponsor Gold Sponsors

Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor

Association Partners

Media Partners

Proudly supported by Kantar, the Leader in Mobile Marketing Research

January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

Organized by

TM