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Track A: "M-Commerce Strategies for Omni-Channel Consumer Engagement"
1. MODERATOR
Mark Coffey
SVP of Brand Development
Rue La La
Master Track A
âM-Commerce Strategies for Omni-Channel
Consumer Engagementâ
Dan Kersten
Senior Professional
Promotions Marketing
Kimberly-Clark
@kerstennolimits
@phil_hendrix
Dr. Phil Hendrix
Founder & Director
immr
@mcoffey
7. title
âtitleâ
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@twittername
22%
Moms of young children spend
on their smartphones every month than
the average millennial
more time
AOL Advertising Blog
Moms are connectedâŠ
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âtitleâ
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@twittername
Moms use mobile for searchâŠ
Overall Growth in Searches by Device in the Maternity and New Parent Category
Google Search Insights 2014
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âtitleâ
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@twittername
Mom gets the word outâŠ
48%
Moms are social
and influence other moms
through social media networks
and games
more than the average adult
AOL Advertising Blog
10. title
âtitleâ
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@twittername
Mom is using mobile to shopâŠ
68%
When it comes to shopping, moms use their phone to
build shopping lists, compare features and price, decide
where to shop, and to find coupons and deals.
of these engagements happen in home
AOL Advertising Blog
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âtitleâ
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@twittername
One solution, in a fractured coupon environmentâŠ
Mobile Search Mobile CouponMobile Search Mobile Landing Page Mobile Coupon
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@twittername
The power is in the dataâŠ
Customer:
Jenny â Prefers Mobile
Initial
Engagement:
Paid Search Keyword:
Huggies Diapers
Social Influence:
Consumer Brand Device Print Date Barcode Retailer
Jenny@gmail.com Huggies iPhone 11/12/12 16929468 Walmart
Jenny@gmail.com Huggies PC 1/2/13 16930194 CVS
Jenny@gmail.com
Pullups iPhone 12/2/13 2661821 Kroger
Jenny@gmail.com
Pullups Tablet 12/2/13 2661899 Kroger
Jenny@gmail.com
Goodnites PC 9/03/14 3571311 Walmart
Purchases:
16. 16
www.immr.org
1 (770) 612-1488
phil.hendrix@immr.org | @phil_hendrix
Presented at iMedia Commerce Summit â Salt Lake City, UT
June 24, 2014
Dr. Phil Hendrix
Director, immr and Analyst, Gigaom Research
Longer version available at www.immr.org/engaging-connected-consumers-across-channels.pdf
Strategies for Engaging
Connected Consumers across Channels
22. 22
Digital Shelf â Extends Retailersâ/Brandsâ Presence
22
THE DIGITAL SHELF
Source: Why the Digital Shelf is Vital for Brands and Retailers, Dr. Phil Hendrix, immr
23. 23
Mobile Devices â Made for Shopping
23
MOBILE DEVICES
Source: Democratizing the Shoppable Web, Dr. Phil Hendrix, immr
24. 24
Mobile Shopping Apps â Proliferating
24
MOBILE SHOPPING APPS
Source: Democratizing the Shoppable Web, Dr. Phil Hendrix, immr
Categories of Shopping Apps
ï¶ Retailer Apps
ï¶ Marketplace Apps
ï¶ Search Engines
ï¶ Comparison Shopping Apps
ï¶ Specialty Shopping Apps
ï¶ Local and Location-based Apps
ï¶ Deal and Coupon Apps
ï¶ Loyalty and Reward Apps
ï¶ Shopping Tools
30. 30
Mobile â The New âRemoteâ in Consumersâ Lives
Then⊠NowâŠ
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31. 31
Wrobleskiâs Theorem
âEverything that can be connected to the Internet, will beâ
Speech
Recognition
Image
Recognition
Source: recognize.im
Beacons
Sensors
Real-time Interactions and Feedback
31
32. 32
Location and Context â From Macro to Micro
32
Macro-
Location
Micro-
Location
Source: 8 Layers of Location, Dr. Phil Hendrix, immr
8 LAYERS OF LOCATION
43. 43 Source: Raising the Bar â How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr
Personalize
Leverage data about consumers and their context to
increase the relevance, timeliness and value of
communications, offers and customer experiences
Enable
Help customers complete tasks and accomplish their
goals by minimizing the risk, time, and effort as they shop,
compare, purchase and use products
Enhance
Surprise and delight customers by anticipating and helping
them fulfill functional requirements, emotional needs and
aspirations
Reward
Using feedback, encouragement, rewards and social
influence, reinforce customers as they engage in
behaviors that are mutually beneficial
PEER STRATEGIES DEFINED
49. 49
Personalizing requires knowingâŠ
What I (Donât)
Like
What I (Donât)
Like
Who I amâŠWho I amâŠ
Where I amWhere I am
Whatâs
Nearby
Whatâs
Nearby
Whatâs going
On
Whatâs going
On
What I
respond to
What I
respond to
What Iâve
bought
What Iâve
bought
Where
Iâve been
Where
Iâve been What
I need
What
I need
Where
Iâm going
Where
Iâm going
49
50. 50
Opportunities for Retailers and Brands
Consumer
Journey
Consumer Needs
Find
Choose
Buy
Consume
Minimize
Frictions
Minimize
Frictions
Enable
Shoulds
Enable
Shoulds
Maximize
Wants
Maximize
Wants
Rolesâ
Rolesâ
â
Source: Raising the Bar â How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
50
51. 51
ï§ The 6 Disciplines of Innovation
ï§ Democratizing the Shoppable Web
ï§ Why the Digital Shelf is Vital for Brands and Retailers
ï§ Which Mobile Shopping Apps Do Consumers Value Most?
ï§ If Shopping is Broken, Can Mobile Fix it?
ï§ Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
ï§ Engaging Connected Consumers â Strategies for Brands, Retailers and Local Businessesâ
ï§ Raising the Bar â Mobile and Customer Loyalty
ï§ Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping
ï§ How Consumers Are Using Local Search
ï§ Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2
ï§ The Promise of Hyperlocal: Opportunities for Publishers and Developers
ï§ Tuning into Consumersâ Digital Signals
ï§ How SoLoMo is Empowering Consumers, Transforming
Shopping, and Disrupting Advertising and Retailing
ï§ Location â the Epicenter of Mobile Innovation
ï§ The 6 Disciplines of Innovation
ï§ Democratizing the Shoppable Web
ï§ Why the Digital Shelf is Vital for Brands and Retailers
ï§ Which Mobile Shopping Apps Do Consumers Value Most?
ï§ If Shopping is Broken, Can Mobile Fix it?
ï§ Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
ï§ Engaging Connected Consumers â Strategies for Brands, Retailers and Local Businessesâ
ï§ Raising the Bar â Mobile and Customer Loyalty
ï§ Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping
ï§ How Consumers Are Using Local Search
ï§ Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2
ï§ The Promise of Hyperlocal: Opportunities for Publishers and Developers
ï§ Tuning into Consumersâ Digital Signals
ï§ How SoLoMo is Empowering Consumers, Transforming
Shopping, and Disrupting Advertising and Retailing
ï§ Location â the Epicenter of Mobile Innovation
Download reports @ www.immr.org
IMMR REPORTS
53. 53
www.immr.org
1 (770) 612-1488
phil.hendrix@immr.org | @phil_hendrix
Presented at iMedia Commerce Summit â Salt Lake City, UT
June 24, 2014
Dr. Phil Hendrix
Director, immr and Analyst, Gigaom Research
www.immr.org/engaging-connected-consumers-across-channels.pdf
Strategies for Engaging
Connected Consumers across Channels
Hinweis der Redaktion
Moms of young kids spend so much time on their phones that mobile may be the first place they are exposed to new brands and products, especially as it relates to their kids. Todayâs generation of new parents are full of questions and are looking to the web for answers and are using their mobile phone to do so.
In fact, more than half (56%) of searches related to maternity on Google are now done on mobile.
As we all know, mobile use has grown across the board, particularly amongst new parents.
Mobile searches related to babies and parenting have grown 25% since 2013 (Google Data).
Searches about baby development were 72% mobile in Q1 of this year (Google Data).
Since mom is a huge influencer, we provide opportunities for mom to spread the word about her experience with our brandsâ on both mobile and desktop. We entice mom to share our products with her friends with incentivized offers and rewards across all of our brands.
With this in mind, we gear all of our acquisition and loyalty promotions with a mobile component. Due to the current state of CPG mobile couponing, we are somewhat limited in our options but have found a few ways to provide mom with redemption options.
Hugs Delivered â Huggies launched a contest with a grand prize of flying a family member to give their first hug to a newborn relative. The winning family also wins a yearâs supply of Huggies diapers.
The contest was featured on all channels, including television, so we HAD to design the entire experience with a âmobile firstâ mentality.
This program is targeting the new mom through a variety of channels. If we can acquire mom at point of market entry, we can keep her a Huggies customer and advocate throughout the consumer journey.
Before getting a coupon, mom must register with Huggies and Huggies Rewards (more on this later). If mom is visiting the site on a desktop computer, she has the option to print the coupon or email it to herself to take advantage of later.
If mom is on mobile, she can access a coupon good at Babies R Us and can take her phone directly to the store and redeem. If she is not a BRU shopper, she can email it to herself to print later and redeem anywhere.
Since we know who the customer is, we can label her as a mobile, tablet, or desktop shopper and append that to her profile along with her preferred retailer.
All of momâs engagements with our brands and their promotions are record kept in our database and used to build a consumer profile. In this example, we can see Jennyâs favorite retailer, the brands she buys, her social influence, and her preferred device.
Knowing not only who our customers are, but where they (and their friends) shop allows us to be able to give back to our customers.
Huggies Rewards is a program where we can reward loyal moms for purchases, referrals, and engaging with our brand. Since we know the active mom is on the go, weâve created redemption options for her to take advantage of on mobile devices. These offers are good at Walgreens as they are another retailer that accepts mobile coupons.