Make it Personal: Mobile Engagement, One Shopper at a Time

M! A!
M!
Webinar Series!

Make it Personal: Mobile Engagement,
One Shopper at a time!
January 30, 2014!

Sponsored by:!
1

About the MMA !
As the premier global trade association dedicated to accelerating the
transformation and innovation of marketing through mobile, the MMA
represents the entire marketing ecosystem and brings together over 700
organizations globally, allowing us to facilitate connections, deliver insight
and drive impactful action for our members and the industry at large!
For more information about membership email: membership@mmaglobal.com
or visit http://www.mmaglobal.com/member-center/beneﬁts !
!

"INSIGHTS: !
"Access a world of insights through our white papers, articles and case
"studies. Support your mobile agenda and ensure mobile readiness!
!

CONNECTIONS: !

"

"Interact with passionate leaders and stay on the cutting edge. Boost
"your business and career by connecting with the people that matter!
!

IMPACT: !

"

"Inﬂuence industry frameworks, standards, guidelines and best
"practices. Join the industry initiatives that shape the future of mobile!
2

Today’s Agenda!
!
Consumers leverage mobile throughout
their customer journey!
!
Shift your marketing approach by
leveraging mobile’s unique beneﬁts!
!
Develop a one-to-one customer
engagement strategy!
3

Presenter!
Thomas Husson!
VP Principal Analyst!
Forrester Research Inc.!
Doug Wick !
Director of Product Management!
Digby!

Moderator!
Leo Scullin!

Head of Global Industry Initiatives!
Mobile Marketing Association!
4

Managing Your Questions!
Share the Insights!
#MMAWeb!
#makeitpersonal!

5

Engaging Mobile Shoppers
Thomas Husson, VP, Principal Analyst
@Thomas_Husson

January 30, 2014

Agenda

›  How are consumers’ mobile behaviors
and expectations changing?

›  What new opportunities for marketers
to engage shoppers?

›  What are the best practices to embrace
the mobile mind shift?

›  Q&A

© 2014 Forrester Research, Inc. Reproduction Prohibited

7

Agenda


to engage shoppers?


›  Q&A


8

Let’s step back to January 2007

›  More than 1 billion Android devices activated
and more than 700 million iOS devices sold

›  Facebook has more then 945 million mobile
monthly active users

›  YouTube generates 40% of its traffic via mobile
›  eBay generated $20 billion worth of mobile
transactions end 2013


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Source: NBC News and The Associated Press (http://photoblog.nbcnews.com/)

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The Mobile Mind Shift

The expectation that I can get what
I want in my immediate context
and moments of need


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Your Mobile Mind Shift

Your company must meet these
new expectations


12

Regular mobile usage is now mainstream
“How frequently do you do the following activities
on your primary mobile phone? (WEEKLY usage only)?
Send or receive SMS/text messages

72%

Mobile Internet

59%

Email

57%

Use applications

57%

Use search engines (e.g. Google)

53%

Take/View pictures

49%
46%

Access social networking sites (e.g. Facebook)
Research products/services
Access your bank/financial accounts
Use maps/navigation
Stream or download music/audio
Use instant messaging (IM) (e.g. Whatsapp)

35%
33%
31%
30%
28%

Base: 4350 US Online Adults 18+ (Online Weekly or More) WITH A MOBILE PHONE
Source: North American Technographics Consumer Technology Survey, 2013

13

Mobile users start engaging throughout
the m-commerce journey
Which of the following, if any, have you used your mobile phone for in the PAST 3
MONTHS?
21%

To research a product

17%

To locate a nearby store or to check store hours

13%

To read customer reviews of a product

12%

To find or redeem a coupon/coupon code

12%

To take picture of a product to share with friends or ask for

10%

To purchase a product

10%

To look up product information while shopping in a store

9%

To compare physical store prices with online prices, when

8%

To scan 2-D barcodes (e.g., QR codes, Microsoft Tags) to get

8%

To check availability of a product in an online store
To check in-store availability of a product

7%

To access my loyalty rewards account (i.e., to earn, track or

7%

To take picture of myself in a product (e.g. shoes) to share
To learn about an in-store promotion or event

6%
6%

To check-in to a store using a location-based application

6%

To read expert/professional reviews of a product (e.g., CNET)

6%

Base: US online adults (18+, online weekly or more) who are mobile phone users
Source: North American Technographics Retail Online Benchmark Recontact Survey, 2013

14

Mobile traffic is exploding


15

Agenda


to engage shoppers?


›  Q&A


16

Mobile will mash up physical context
and connected intelligence


17

M-commerce is much more than ecommerce on smartphones
Retail example based on user location
In-store

Competitor store

Home

• Bar code scanning

• Coupons

• Coupons

• Consumer reviews

• In-store inventory

• How-to videos

• Coupons

• Nearest “store”

• In-store inventory

• In-store navigation

• Pricing

• Research tools

• Lists (e.g., wedding)

• Promotions

• Shopping list build

• Loyalty

• Store hours

• Promotions

• Store location

• Shopping lists

• Weekly circular

Image source: www.mediaquickly.com

Walmart’s mobile app uses location as
context for flipping into “store mode”

Source: Walmart

19

Forrester defines context as
“the sum total of what your customer
has told you and is experiencing at
their moment of engagement.”

Big Data for marketers means predictive
analytics and context rich experiences


21

People spend 87% to 90%
of their time indoors.
— Nokia

Source: Dialaflight.com, Bernstein & Andriulli, Newspaper.li, Glow New
Media

Location technology moves indoor
opening up new opportunities
•  Malls/Commercial centers,
airports
•  Search associated not just with
a POI (e.g a department store)
but with specific sub-information
(e.g, product)
•  Real-time information to play a
central role moving forward
•  Who controls the data and
promotion/marketing?

Mobile technologies act as “connective
tissue”
Technology

Use Case

Messaging

• Account services
• Alerts (e.g., coupons, breaking news)
• Two-way messaging (e.g, key words with short codes)

Bar Codes

• Build shopping list (1D)
• Compare prices, get ratings/reviews (1D or 2D)
• Order replacement (1D or 2D)
• Purchase products

Image/Logo
Recognition

• Access additional content via AR
• Link to online content

Augmented Reality

• Marketing
• Product experiences
• Repair work
• Virtual dressing rooms

NFC

• Check-in’s
• Collect information on consumers
• Download content
• Link to additional content
• Payments

iBeacon is promising but don’t get too
excited by the hype

Source: Walmart

25

Agenda


to engage shoppers?


›  Q&A


26

Shift your marketing approach by
combining mobile unique’s benefits

INTIMACY

IMMEDIACY

CONTEXT

Image source: Arise

27

Don’t get lost in technology debates
› NFC, BLE, RWD, HTML5, Hybrid, LTE?
› Move away from the iBeacon hype
› Technology is only an enabler of new experiences
› To differentiate, you need a step by step approach


28

The POST method: a systematic approach to
integrating mobile into your strategy
1. People

2. Objectives
3. Strategy

4. Technology


Review the mobile profile of Italian citizens
and enterprises
Decide on your goals.
Determine your approach to meet your
objectives.
Choose the technologies that will enable
you to implement your strategy.
29

Leverage analytics to engage consumers
in their mobile moments
›  Use data to understand when

consumers are in their exact
moment of need, and meet that
need with the right message or
service.

›  Combine real-time analytics with
push notifications to help deliver
contextualized experiences

›  Integrate your app into your CRM
systems


30

Empower teams to make faster (and
better) decisions

Make the most of location analytics data
LOCATION DATA DRIVES REAL-TIME CUSTOMER UNDERSTANDING & MODELING

Traffic
• Peak traffic
• Traffic by day/hour
• Passersby
• Repeat passersby
• Capture/
conversion rate
• Visit duration
• Visit frequency
(loyalty)
• Cross-venue traffic
• A/B flow testing

Location
• Zone peak traffic
• Zone repeat traffic
• Zone conversion
• Dwell times
• First location
(intent)


Queue
• Queue peak traffic
• Lane throughout
• Wait times
• Lane traffic times/
days
• Lane hopping

Patterns &
Modeling
• Shopper nonbuyer
• One & done
• Quick tripping
• Predictive queuing
• Estimated wait
times
• Estimated basket
size

32

Deepen engagement by improving
experiences and incenting customers
Improve experiences.

Incent customers.

Personalize service.

Target offers.

Augment experiences.

Deliver action-based
rewards.


33

Contextualized ads to drive traffic to
stores


34

Get privacy right

Your customers have
given you permission
to be in their pocket.
What will you do with
that honor?


35

Summary

›  Shift the way you think about mobile marketing
by combining mobile’s unique attributes

›  Analyze your own customers’ behaviors and

expectations mapping their shopping journeys

›  Forget about technology, integrate your app into
your CRM approach

›  Leverage analytics to make the most of mobile
moments


36

Thank you
Thomas Husson
+33 (0) 6 84 82 95 03
thusson@forrester.com
@Thomas_Husson

Localpoint

Make it Personal: Mobile Engagement, One Shopper at a Time
Doug Wick, Director of Product Management

© 2013 Digby. CONFIDENTIAL

®

Localpoint

Digby Corporate Overview

“Digby helps brands & retailers accelerate cross-channel convergence”
Send…
the Right Message
to the Right Person
at the Right Time
in the Right Place
with the Right Value


®

Localpoint

How Brands Get Personal on Mobile

1:1 Personalization
An event-driven message for
that individual based on who,
where and when they are

Location-Aware
Personalization

Profile-Based
Personalization

Advanced position detection
personalizes based on realtime location information

Profiles target groups of
shoppers based on attributes
and current behavior

Broadcast
Not personal, but a good
starting point for generating
app engagement

®

Localpoint

Locations Start with Stores

Venue
Engage customers in brick
& mortar store locations

Analytics
Understand store traffic
patterns & consumer behavior


®

Localpoint


®

Localpoint

Proﬁles Start with Preferences

Ask for Attributes
Get your customer to tell you about her interests,
communication preferences, and who she is.

Listen for Behaviors
Record information about your customers behavior
in order to better understand them.

Integrate
Bring in attributes from other systems to help with
profile-based targeting on mobile.


®

Localpoint

The Ultimate in Personalization: 1-to-1

1

Event: phone detects
location entry into store

2

Retail app asks for best
offer for that time & place

3

Personalization system
chooses best offer

Personalization
System
4

Personalized message is
pushed to user


E-Com
POS
Loyalty

Location
Analytics

CRM

®

Localpoint

®

Planning for Personalization

Personalize at all levels

1-to-1

Some will share their personal
information freely, others won’t

Don’t wait for perfection
Don’t wait for 1-to-1 to become a reality
if you can engage now

Location

Incent your customers
Think about what you can offer
customers who are willing to get closer
beyond good marketing

Broadcast

Profile

Localpoint

www.digby.com/playbook


®

Localpoint

Thank you!
Doug Wick
dwick@digby.com

®

Closing: Key Takeaways!
!
!Shift your marketing approach by
leveraging mobile’s unique beneﬁts!
!
!
" " " " " " "!
Analyze your own customers’ behaviors and
expectations by mapping their journey!
!
Forget about technology, integrate your app
into your CRM approach!
48

Upcoming MMA Events!

MMA Webinar Series!

Integrated Cross Channel
MMA New York Forum!
Mobile Strategies: 3 Tips for May 7-9, 2014!
Coming Up with Yours!
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February 11, 2014!

May 2014!

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Cannes Lions Festival!
June 15-21, 2014!

NA Mobile CEO & CMO
Summit!
July 13-15, 2014!

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49

Additional Resources!
"Smartbrief click here!
"Mobile Smart Fundamentals click here!
"LinkedIn Group click here!
"Twitter click here!
"MMA Online: Committees at Work click here!
"MMA Online: Webinar Archive click here!
"MMA Online: White Papers click here!
50

MMA Members Include!
!
!
!
" " " " " " "!

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MMA Members Include!
!
!
!
" " " " " "!

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