Presentation by: Jennifer Wise, Senior Forrester Analyst How Mobile is Driving Local Consumer Behavior Developing Customer-Obsessed Strategies Location. Location. Location. Company Interaction Expectations Digital Marketing Delivery Smartphone, Apps, Websites The Mobile Mindshift Immediate Context and Moments of Need Mobile Moments Convenience Gap Personalization Gap Performance Gap Local Marketing Opportunity Proximity Marketing Real-Time Retail In-Store Behavior Insights WHO Framework Customer Journey Triggering Local Inventory Ads #LSS2016

2. How Mobile is Driving Local
Consumer Behavior
Jennifer Wise, Senior Analyst
April 21, 2016

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We work with business and
technology leaders to develop
customer-obsessed strategies
that drive growth.

4. Location. Location. Location.
Image source: “Search Engine Land (searchengineland.com)

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Agenda
› How is mobile changing consumers’
expectations of company interactions?
› What does this expectations shift
mean for local digital marketing?
› How can companies deliver?

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Agenda
› How is mobile changing consumers’
expectations of company interactions?
› What does this expectations shift
mean for local digital marketing?
› How can companies deliver?

7. Image source: “Pexels (/www.pexels.com)

8. Image source: “Pexels (/www.pexels.com)

9. of US adults
use
a
tablet
46% 48 hours 24 min.
Apps
+ sites
of US adults
use
a smartphone
70%
14 27
66 hours 56 min.
Apps
+ sites
5226
Base: 61,222 US online adults (18+); 1,851 US online smartphone owners (18+) and 73 US online tablet owners (18+); Source: Forrester’s North American
Consumer Technographics® Online Benchmark Survey, 2015; Forrester’s US Consumer Technographics Behavioral Study, January 2015 to March 2015

10. Welcome to
The Mobile Mind Shift
The expectation that I can get what
I want in my immediate context
and moments of need.
Image source: “Pexels (/www.pexels.com)

11. Mobile Moments are the next
battleground
A mobile moment is a point in time
and space when someone pulls out
a mobile device to get what they
want in their immediate context.
Image source: “Pexels (/www.pexels.com)

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And creates an expectation gap
Performance Gap
Convenience Gap
Personalization Gap

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Agenda
› How is mobile changing consumers’
expectations of company interactions?
› What does this expectations shift
mean for local digital marketing?
› How can companies deliver?

14. Image source: “Pexels (/www.pexels.com)

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The local marketing opportunity is great:
› Foot traffic
› Proximity marketing
› Real-time retail
› In-store behavior insights

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Customers are ready
› 69% of US smartphone owners search weekly or more.
› 40% and 50% of all searches on mobile devices have local intent. *
› 21% have compared prices in-store in the past 3 months.
› 43% are interested in allowing their phone interact with a beacon to
guide them to the location of a desired product in-store.
› 52% are interested in allowing their phone interact with a beacon to
provide them with special offers.
› Nearly 80% of local shopping searches via mobile convert.*
Source: comScore; *Base: 4,556 US online adults (18+); Source: North American Consumer Technographics Retail Survey, 2015 (US&CA)

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And demanding
Base: US online adults 18+ (online weekly or more) smartphone owners
Source: North American Consumer Technographics Customer Life Cycle Survey 2, 2015

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Agenda
› How is mobile changing consumers’
expectations of company interactions?
› What does this expectations shift
mean for local digital marketing?
› How can companies deliver?

19. Let’s redefine “location”
Image source: “Pexels (/www.pexels.com)

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A host of technologies fuel spatial data
Source: “TechRadar™: Spatial Data And Location Intelligence, Q1 2016” Forrester Report

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“Location” is more than a data point

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What is “Local”?
Stationary place = “Where?”
Contextual factor = “What?”

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Use the WHO Framework:

24. W:
“What do target customers seek?”
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Identify the local moment
Customer journey:
• What are customer’s
motivations?
• What does the customer
need?
• What is her context?
Local moments Context

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Customers have local needs and demands
“Right now, I find the manual search using
apps… and search bar results… that merely
list all those retailers carrying the item with
its price. I want the best price in town.”

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Customers have local needs and demands
“I would like an app that finds me the best
local deal on the products I am looking
for across multiple stores… based on
my location.”

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Customers have local needs and demands
“I sometimes use my phone to check
other store prices, both before and
while in the store. I want to make sure
I’m getting the best deal.”

29. H:
“How does my customer find?”
Image source: “Pexels (/www.pexels.com)

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Consumers “discover” in many ways
Natural engine search results
Facebook
Emails from companies or brands
Links from other websites
"How have you typically found online information or websites you've
visited in the past month?"

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Pick the right channel and tactic to deliver
Device?
Channel?
Device?
Channel?
Device?
Channel?

32. O:
“What should I offer the customer?”
Image source: “Pexels (/www.pexels.com)

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Design your strategy to deliver on needs

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Connect to local business information
Source: Google search, iPhone

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Connect to local business information
Source: Google search, iPhone

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Design your strategy to deliver on needs

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Use location to trigger local inventory ads
Source: August 10, 2015 “Brief: Search Marketing Innovations To Watch” Forrester report.

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Design your strategy to deliver on needs

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Sort a user’s shopping list by location
within the store
Source: August 10, 2015 “Brief: Search Marketing Innovations To Watch” Forrester report.

40. How can you deliver local marketing?
Image source: “Search Engine Land (searchengineland.com)
1. Mobile has accelerated consumers’ local
expectations of companies.
2. Focus on context, not location, to understand your
consumers’ information needs.
3. Follow the WHO framework to develop a local
marketing strategy that delivers on consumer
need – and company objectives.

41. forrester.com
Thank you
Jennifer Wise
jwise@forrester.com
@JenniferWise