Mobile Marketing in Retail - Kenya findings
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How shoppers are using their Mobile devices to augment their shopping experience in Kenya.
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Mobile Marketing in Retail - Kenya findings
- 1. The Largest Independent Mobile Ad Network Mobile in Retail: Kenya
- 2. The Largest Independent Mobile Ad Network Mobile in Retail: Kenya
- 3. bite-sized mobile research • Independent mobile research specialist – providing effective and actionable research insights via mobile • Tailored, high-quality and rapid- turnaround approach • Highly experienced team with extensive regional credentials over past 12+ years • Deep expertise in research insights: – Research design & execution – Sophisticated analytics • Powerful research platform: – Ability to deploy very rapidly and flexibly PAGE 2
- 4. RESEARCH METHODOLOGY MOBILE SAVVY USERS … including native apps & mobile websites. PAGE 3
- 5. DEMOGRAPHICS OF 503 RESPONDENTS GENDER AGE 50% 50% 15-19 FEMALE MALE 19% 20-24 47% MOBILE 25-34 26% SAVVY USERS 7% 35+ 1% Prefer not to answer Tier 1: Greater Nairobi Tier 2: CITY TIER Eldoret, Kisumu, Mombassa, Nakuru, Nyeri Tier 3: Other City or Town Tier 4: Small town or village 29% 35% 11% 23% 2% Tier 1 Tier 2 Tier 3 Tier 4 Prefer not to answer PAGE 4
- 6. SEARCH-ANDISING … AUGMENTING YOUR SHOPPING EXPERIENCE WITH A MOBILE DEVICE PAGE 5
- 7. MOSTLY TAKING PLACE IN SUPERMARKETS AND CONVENIECNE STORES, BUT NOT LIMITED TO THEM… 34% SPECIALITY 65% SUPERMARKET 31% MALL/DEPARTMENT STORE 29% STREET TRADER 6 PAGE
- 8. PRE-SHOPPING MOBILE SEARCHES HOOK THEM FROM THE START… 69% 68% 67% 46% 44% 33% Electronics or appliances Regular fashion items Luxury goods Restaurants / Bars Cars or bikes Groceries (e.g. clothing, accessories, jewellery, etc.) PAGE 7
- 9. SEO IMPERITIVE FOR MOBILE AS IS A MOBILE WEBSITE…. OR A REDIRECT FROM YOUR WEBSITE… PAGE 8
- 10. HIGHER INCOME EARNERS ARE MORE LIKELY TO SEARCH-ANDISE ON LARGE ITEMS CARS & BIKES 11% MORE LIKELY ELECTRONICS & APPLIANCES 10% MORE LIKELY RESTAURANTS AND BARS 6% MORE LIKELY PAGE 9
- 11. BEYOND SIMPLE PRODUCT SEARCH… 41% Scan the product code to find out more information online 31% Track shopping 44% PRICE list & expenses COMPARISONS 37% TAKE 20% PICTURES & ASK Take pictures FOR FRIENDS For own OPINION consideration PAGE 10
- 12. FEMALE YOUTHS ARE 10% MORE LIKELY TO CONDUCT PRICE COMPARISONS THAN MALE YOUTHS… 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Male Youth Female Youth PAGE 11
- 13. MOST USEFUL MOBILE CONTENT… 46% PRODUCT 34% INFORMATION ABOUT INFORMATION & AVAILABILITY SALES & PROMOTIONS ALSO: CUSTOM SHOPPING LIST (30%), COMPARISION SHOPPING (19%), CUSTOMER REVIEWS (18%), IN-STORE PRODUCT LOCATIONS (13%) PAGE 12
- 14. SHOWCASE YOUR PRODUCTS Leverage the power of HTML5 to bring your products to life • 23% of consumers would like to see more product info or photos through their mobile to aid them in their shopping experience Creative Options: • Feature key items from a promotion or new collection • Scrolling product catalogues • 3D product modeling PAGE 13
- 15. STORE LOCATOR AND OPEN HOURS Make it easy for users to find you by integrating a store locator • 9% of consumers would like to see store hours and directions on their mobile to aid them in their shopping experience PAGE 14
- 16. 8% WANT OFFICIAL RETAILER APPS… BEST PRACTISE RETAIL APPS: PAPERLESS RECEIPTS GIFT CARDS LOYALTY PRODUCT CATALOGUE PROMOTIONS PAGE 15
- 17. WEALTHY CONSUMERS WANT TO CONDUCT PRICE COMPARISIONS 8% MORE THAN LOWER INCOME CONSUMERS AND WANT RICH MEDIA PRODUCT PHOTOS 4% MORE… PAGE 16
- 18. WHY WOULD YOU SHARE YOUR LOCATION? Share your shopping experience 84% with your friends through social networks Receive instant discounts/ offers from retail stores in the 73% vincinity Improve my status on social networks 68% (e.g. Foursquare) PAGE 17
- 19. TRUE GEO-TARGETTING NOT A REALITY…YET! COUNTRY LEVEL CITY LEVEL PAGE 18
- 20. CONSUMERS ARE EXCITED ABOUT MOBILE COUPONS… 6% Bad idea 9% Doesn’t matter either 85% Great idea! PAGE 19
- 21. USERS ARE POSITIVE ABOUT MOBILE RETAIL ADVERTISING Worse Better Find products that match your interest 12% 88% Introduce you to the latest trends 12% 88% Get the best price/deals for you 14% 86% Decide the best brand for you 27% 73% PAGE 20
- 22. POST-SHOPPING MOBILE BEHAVIOR Any post-shopping mobile activity 82% Message your friends with recommendations related to your 58% shopping experience Share your shopping experience 49% through social networks Post pictures of your purchases on 20% social media sites or apps PAGE 21
- 23. WHAT DRIVES YOU TO RETAILER? 0% 10% 20% 30% 40% 50% Online Mobile Social Media 18% 34% 42% Outdoor displays Newspaper & magazine 18% 42% TV 47% Sample size: n = 501 PAGE 22
- 24. FRIENDS TRUST EACH OTHER! MOBILE (34%) + SOCIAL (42%) = 76% FACILITATE SOCIAL THROUGH MOBILE SUPER COST EFFECTIVE! PAGE 23
- 25. HOW ARE INTERNATIONAL RETAILERS USING MOBILE? PAGE 24
- 26. GROCERY SHOPPING USING CONSUMERS MOBILE DEVICES WHILE COMMUTING PAGE 25
- 27. STARBUCKS: MOBILE AUGMENTED REALITY, DRIVES SALES AND APP DOWNLOADS PAGE 26
- 28. MOBILE CONTENT, IS IT REALLY ALL ABOUT CPC? PAGE 27
- 29. Thank You! For more information, please contact: Daryn Smith Head of Marketing, Africa daryn.smith@inmobi.com Twitter: @InMobiAfrica PAGE 28
Hinweis der Redaktion
- WHAT IS SEARCH-ANDISING?AUGMENTING / USING YOUR MOBILE DEVICE TO HELP YOUR SHOPPING EXPERIENCE
- SEARCH-ANDISING OCCURS ACROSS ALL TYPES OF RETAILERS.INTERESTING TO SEE EVEN STREET TRADERS – CONSUMERS ARE COMPARING PRODUCT PRICES WITH LARGER RETAILER OR CHECKINGTHEIR AVAILABILITY. OR LOOKING FOR INGRIDIENTS IN PRODUCTS SUCH AS BEAUTY PRODUCTS, FOOD STUFFS
- WHEN THEY SEARCH BEFORE THEY SHOP – THIS IS THE TIME TO HOOK THEM, THEY ARE ALREADY KEEN!
- SEARCH ENGINE OPTIMISATION – REALLY IMPORTANT FOR MOBILENO ONE GOES TO THE SECOND PAGE – OFTEN MOBILE NETWORK IS SLOW, SCREEN IS SMALLMOBILE WEBSITE IS SUPER IMPORTANT – CAN’T JUST USE EXISTING WEBSITEAND YOUR NORMAL SITE, BUT REDIRECT TO MOBI SITE IF YOU HAVE ONE BY NOTICING WHAT DEVICE IS ON THE SITE.
- WE ASKED – WHAT CONTENT WOULD YOU FIND MOST USEFUL ON A MOBILE DEVICE TO AUGMENT YOUR SHOPPING EXPERIENCE
- IS THIS HOW THEY BECAME WEALTHY?WEALTHY PEOPLE ARE MORE LIKELY TO HAVE SMARTPHONES, AND THEREFORE WANT RICH MEDIA PRODUCT PHOTOS
- WHAT INCENTIVE WOULD MAKE YOU SHARE YOUR LOCATION WHILE SHOPPINGTO GET DISCOUNTS – THIS IS GROWING, AND RETAILERS SHOULD START PLAYING IN THIS AREA.WANT TO BRAG, SHOW THEIR FRIENDS WHERE THEY ARENICHE GROUP THAT WANT TO BECOME THE MAYOR X FOR EXAMPLE
- YOU NEED TO START PLAYING WITH MOBILE VOUCHERS.CONSUMER IS IN STORE, ABOUT TO BUY A NEW FRIDGE, GOES ONTO MOBILE TO COMPARE PRODUCT SPECS, SEES AN AD FOR COMPETITOR STORE WITHA MOBILE VOUCHER FOR 10% OFF – THEY ARE GOING TO GO TO COMPETITOR
- POST PURCHASE – VERY IMPORTANT PERIOD – INFLUENCES FUTURE PURCHASING = post purchase dissonanceYOU CAN EITHER WIN future CUSTOMERS NOW OR LOOSE THEMIf you have provided a bad experience – do not encourage this as it will affect future consumers decisions.
- TV ADS AND NEWSPAPER ADS (THINK PULL OUTS) STILL DRIVE A LOT OF FEET TO RETAILERSSOCIAL MEDIA IS PLAYING MAJOR PART THOUGH – AND MOST SOCIAL MEDIA IS THROUGH A MOBILE
- SO IF YOU MARRY MOBILE AND SOCIAL YOU GET A 68% PULL TO GET FEET INTO YOUR RETAIL OUTLETFRIENDS TRUST EACH OTHERYOU NEED TO FACILIATE THEM SHARING THEIR GOOD EXPERIENCE THROUGH THEIR MOBILE ON SOCIAL NETWORKSVERY COST EFFECTIVE WHEN COMPARED TO TV AND PRINT ADSTHINGS LIKE – GIVE FULL BRAND EXPERIENCE (ITALIAN COFFEE WHEN BUYING ITALIAN SUIT), PUT UP POSTERS WITH TWITTER AND FACEBOOK DETAILS
- IN CHINA – VERY BUSY NATION, HATES SHOPPING.IN STATIONS – THEY HAVE PUT UP POSTERS THAT LOOK LIKE SHELVES, USERS SCAN USING RETAILER APP, GET DELIVERY
- IN STARBUCKS AT VALENDTINES DAYTHEY MADE SPECIAL CUP – WHEN YOU POINTED YOUR CAMERA AT CUP USING STARBUCKS APP THEN IMAGES CAME OUT OF CUPYOU COULD THEN SEND VALENTINES CARD – SO VIRAL TOOCONSUMERS CAME TO STORE JUST TO BUY COFFEE TO BE ABLE TO SEE COOL AUGEMENTED REALITY – SO DROVE SALESALSO DROVE DOWNLOADS OF APPS, AND THEN THEY COULD PUSH PROMOS, TRACK PURCHASE (FOR LOYALTY) AND ALL OTHER ITEMS THAT WE LISTED EARLIER UNDER WHAT PEOPLE WANT
- THE 2012 MARKETING BUZZ IS ALL ABOUT CONTENTMobile device is perfect to receive contentDO ALL CAMPAIGNS HAVE TO HAVE BE CPC – LEAD TO QUERIES AND CONVERSIONS?NO – BRANDS NEED TO THINK ABOUT THE BIGGER PICTUREINSTEAD OF SPENDING ON A FULL PAGE AD IN A MAG, THEY SHOULD USE THAT TO PRODUCE CONTENT THEMSELVESTHEN USE MOBILE ADS AND ONLINE ADS TO DRIVE PEOPLE TO THAT CONTENTNEXT TIME I’M IN THE MARKET FOR X THEN I AM LOYAL TO COMPANY THAT GAVE ME CONTENT