While retailers have traditionally controlled the shopping experience, mobile marketing allows brands to provide shoppers with additional information to influence the purchase. Learn how brands are embracing the channel by looking at successful experiences that vary by low- and high-involvement categories, outside and within the store and across tactics from text messaging to the latest location-based apps. Understand how to prioritize solutions for your brand, which content to provide and how to leverage partnership opportunities with retailers and third party apps like ShopKick and FourSquare.
5. +
The phone is quickly becoming America’s
MOST IMPORTANT SHOPPING
PARTNER
6. Most marketers say they Yet, few marketers rate
will utilize and their efforts as
increase mobile "extremely" or "very"
marketing in 2011. successful.
%
%
88 25
Source: Association of National Advertisers and the Mobile Marketing Association, 2010
7. There is a gap between INTENT to
execute and INSIGHTS to execute
11. Qualitative Research
30
Heavy & High Webcam & Flip cam /
Experience Narratives /
Potential Shopalongs
Mobile Shoppers
Appliances / Apparel /
Dining / Groceries /
Nov. 2010 General Shopping
12. Information found on
retailer sites
isn’t enough
Visit retailer website Visit manufacturer website
91% 79%
31%
21%
Heavy Mobile Shoppers Light Mobile Shoppers Heavy Mobile Shoppers Light Mobile Shoppers
13. The website does The information
seems more like an
not seem to advertisement.
provide details.
14. The shopping experience may be
sub-optimized
if retailers don’t utilize
the depth of information and
richness of experience that brands
have to offer.
16. A Macy’s shopper will
see basic information
about the TAG Heuer
watch collection.
However, a shopper
must visit the TAG
Heuer mobile site to
get specific details and
understand the
benefits of this
luxurious watch.
18. Home Depot accommodates the DIY’er with
everyday tools but allows brands like Glidden
and Titan to educate with Product Demo Videos
19. Price comparison apps can provide more than
just a great deal. Brands can now add upload
product photos, videos and feature details.
Samsung even bought placement on
ShopSavvy. When shoppers scanned an iPad2,
which then drove shoppers to buy a Galaxy Tab
at Best Buy.
20. Sephora sprinkles customer review tags around the store on select
products, driving shoppers to read more on their mobile website.
Additionally, How-To Videos for brands like Kat Von Dee and a Try It On
tool for OPI nail polish can be found on their mobile app.
23. Target allows its Guests to redeem
mobile coupons at checkout.
Shoppers opt in to the program on
Target.com, receive weekly text
messages with a link to a mobile
website that displays all of the
participating offers and the coupon
bar code.
The phone is scanned at checkout
and shoppers watch the savings
come off of their bill automatically.
http://sites.target.com/site/en/spot/page.jsp?title=text_alerts
24. Kraft’s iFood Assistant
not only helps shoppers
locate recipes and
manage their shopping
list, but the app also
integrates with grocers’
loyalty cards to deliver
mobile coupons via
loyalty card swipe.
25. Kingsford and Costco
partnered to provide all
things Backyard BBQ.
Their co-branded web
section includes:
- Grilling videos and how-
to’s,
- Grilling tips and tricks,
- Recipes and
- BBQ music on Pandora
radio.
26. While retailers should
lead with
infrastructure,
Brands must support retailers
with rich content, offers and
shopping tools.
27. Based on how shopping differs
by brand category, there is not
a one size fits all solution.
28. Every category has a unique imprint
of relevant mobile activities.
Restaurants Apparel Appliance CPG
32. The Approach to your Brand in Hand!
Start by understanding
your shopper"
Prioritize needs Restaurants Appliance CPG
Apparel
based on category" Consumer!
Needs!
Leverage partnerships
to develop and
promote strategic
solutions"
33. THANK YOU
THANK YOU
Molly Garris"
Digital Strategy Director, "
Arc Worldwide"
Molly.Garris@arcww.com"
@girliefromthed"