advertisement

Shopper Showrooming: Retailer Strategies in a Smartphone World

100 %
0 %
advertisement
Information about Shopper Showrooming: Retailer Strategies in a Smartphone World
Marketing

Published on March 6, 2014

Author: MobextPH

Source: slideshare.net

Description

In his Shopper Marketing Asia 2014 talk, our CEO Arthur Policarpio discuss showrooming and reverse showrooming. He also gives strategies on how retailers can respond by integrating mobile in the shopping journey.
advertisement

Shopper Showrooming: Retailer Strategies in a Smartphone World by Arthur Policarpio Head of Mobext Asia-Pacific Phuc.Truong@mobext.com

The world’s largest mobile marketing agency network 21 offices worldwide and growing

Full Service Agency EMERGING TECHNOLOGIES DEVELOPMENT SITE & APP MEDIA PLANNING & BUYING DISPLAY/RICH MEDIA SOCIALLOCATION MULTIPLATFORMAPPS VIDEO/GAMES SMS/IMAGE RECOGNITION QR/2D/BAR CODES AUGMENTEDREALITY Phuc.Truong@mobext.com SEARCH 3

Amazon Push for Showrooming

Smartphone Growth = Showrooming Explosion Source: TNS Global 2013

Who are the Showroomers? Source: TNS Mobile Life 2013

Why do they Engage in Showrooming?

Retailers Fight Back

But reverse showrooming, in fact, is a bigger trend Source: Accenture 2013

What is reverse showrooming?

Majority use their smartphones for research prior to purchase Source: Krillion, 2013

What are consumers searching for on mobile? Source: Google 2013

Digital Has Transformed the Shopper Path to Purchase Then

Now

How should retailers respond?

STRATEGY #1: Invest in mobile + social to drive word-of-mouth marketing

SOCIAL MEDIA = MOBILE 945 M active monthly mobile users (out of 1.23 bn total monthly users) 53% of total revenues coming from mobile *(Facebook 2013 Q4 report) 75% monthly active users coming from mobile 65% of revenues come from mobile *(Twitter 2013 Q43report) ¾ of all usage comes from mobile

Time spent on mobile social > desktop

Asia leads mobile-social use

What are retailers doing on social media?

Walmart on Facebook Most followed retailer, with over 34 M fans!

“My Local Walmart” Facebook program

Nordstrom on Pinterest Most followed brand, with 4.4 million followers

in-store integration of social “voting”

Saks Fifth Avenue on Vine #SaksIn6 : Recreating instore tutorials in 6 seconds

STRATEGY #2: Integrate mobile across all media to drive in-store visits and trial

Bring catalogues to life: IKEA

IKEA Augmented Reality catalogue

Unlock exclusive content: Macy’s Backstage Pass

Macy’s Backstage Pass

Target: Get gift ideas anywhere with QR

Get in-store deals with mobile coupons

STRATEGY #3: Dominate Search

Mobile search will surpass desktop

Searches done on mobile lead to immediate conversion Source: Google & Nielsen

Create smarter search ads Google’s Enhanced Campaigns

STRATEGY #4: Invest in location-based marketing

Google Map ads • Reach customers searching for businesses like yours on Google Maps • Click-to-call and tap for directions

Mobile points customers to your direction

McDonald’s Extended Hours: Driving business to late-night stores through mobile ads

2014: The Year of the Beacons?

How do iBeacons work?

STRATEGY #5: Invest in your own mCommerce site + app

Walmart‘s mobile app users... Make 4 more trips each month than non-mobile user • • Spend 40% more than the average shopper

In-store mode • See what’s new & on sale • Create shopping lists • Scan and Go

Out –of-Store mode Check items in-store Check inventory + delivery

12% of online sales from the app happen during the app’s in-store mode

Scan and Go

49

STRATEGY #6: Mobilize your loyalty program

SHOPKICK: Earn points just by walking in-store

How big is Shopkick? #1 Shopping app 7 million gift cards redeemed $800 M Sales delivered to partners 70 million Product scans *More frequent and prolonged usage than physical retailers’ own apps, including Starbucks, Walmart, Walgreens, and Safeway

CONCLUSION

Integrate Mobile in the Shopper Journey AWARENESS LOYALTY TRIAL PURCHASE CONSIDERATION

Mr. Arthur Policarpio Managing Director Mobext Asia-Pacific arthur.policarpio@mobext.com +639175694375 @art_policarpio (Twitter) 56

Add a comment

Related presentations

Brands are more invested today than ever before on curating and distributing paid,...

Marketers need to be creating and publishing original content across many differen...

As content marketing continues to increase in popularity in every industry, more m...

Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...

This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...

Olá, somos o Paulo Bernardes e o Pedro Silvestre, temos uma ambição em comum de me...

Related pages

Showrooming Uncovers a New World of Retail Opportunities

Showrooming Uncovers a New World of Retail Opportunities ... > Analyzing shopper behavior both ... with Smartphones are even more likely to research ...
Read more

The Story of Showrooming: How mobile is disrupting retail ...

The Story of Showrooming: How mobile is disrupting ... Retail Strategies in a Smartphone World" below: Shopper Showrooming: Retailer Strategies in a ...
Read more

SHOWROOMING AND THE RISE OF THE MOBILE-ASSISTED SHOPPER

... and what strategies retailers ... reach the tipping point for significant showrooming. RETAILERS’ OWN ... and the Rise of the Mobile-Assisted Shopper ...
Read more

New Research Debunks ‘Showrooming’ Myths: Shows Brick ...

... Shows Brick-and-Mortar Retailers How to Keep Smartphone ... in a new world, where the shopper in your store with ... Showrooming isn’t ...
Read more

Target And Best Buy Embrace Showrooming - Retail ...

This is Part 2 of the Retail TouchPoints Showrooming ... are implementing strategies designed to welcome shoppers committed ... during the World ...
Read more

Why (and how) retailers should embrace 'showrooming' | ZDNet

Why (and how) retailers should embrace 'showrooming' It's a mobile shoppers world. By 2016, smartphones could influence close to 20 percent of retail sales.
Read more

Could ‘Showrooming’ Actually Be Good for Brick-and ...

Stores hate it when shoppers scope out merchandise in person, only to whip out a smartphone, shop around, and ultimately make the purchase ...
Read more

Showrooming | LinkedIn

Showrooming. Articles, experts, jobs, and more: get all the professional insights you need on LinkedIn. ... Managing Partner, Consumer Products / Retail ...
Read more