Engaging your mobile shoppers in-store. Todd Sherman, CMO

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1 Engaging your mobile shoppers in-store Todd Sherman, CMO

2 Omnichannel (Omni-channel)

3 All about In-Store Opportunity Technologies/Features Results Getting started (No, we re not covering mobile payments )

4 In-Store Behaviors 79% 84% Up to 50% Almost half 1 in 3 of smartphone owners are smartphone shoppers of smartphone shoppers use their device to shop while in a store bigger baskets depending on the category use mobile for 15+ minutes per store visit use mobile to find information instead of asking an associate Source: Google

5 More than 90% of retail still happens in-store

6 By 2016 smartphones are likely to influence between 17% and 21% of US retail purchases equating to $ B in sales - Deloitte

7 Huge Opportunity

8 ecommerce In-store

9 What s different about in-store? Connect the shopper with the physical store Make it easier for shoppers to discover and find products they can purchase in-store Combining the physical and digital Keep them from wanting to go online Understand in-store behavior

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11 BOLO ecommerce In-Store mcommerce What does mobile mean? Smartphones v. Tablets Conversion attribution

12 Different retailers Different experiences Different engagement strategies Different features

13 Technologies Indoor maps Product locator Shopping lists Routing Engagement engine In-store search Indoor location Geofencing Analytics

14 Indoor location technologies Indoor maps Product locator Routing Indoor location WiFi fingerprinting & triangulation Motion detection Lighting Beacons/LBE Magnetic fields

15 1 2 Compelling features to engage shoppers In-store mobile shopper engagement Use data to understand customers 3 Deliver valuable & personalized experiences

16 1 Compelling features to engage shoppers Shopping lists Product locations Routes Store-specific search

17 2 Data enables understanding of customers Purchase intents Purchase history Location in-store Offer clickstream

18 3 personalized experiences Deliver valuable, relevant & Highly targeted product suggestions, product information, special offers, coupons, advertisements, promotions, specials, reviews, surveys, sign-ups, videos, style guides, trending topics, how-to guides, other suggestions

19 Store-specific Search Each store has different selection, inventory and maybe pricing Category/subcategory items Order their shopping list Manually By most efficient route through the store

20 Private Ad Networks Highly-targeted promotional channel for retailers and brands Controlled by the retailer Retailer s customers become an audience Leverages range of signals Integrated into retailers brand promise shopper s actions and preferences user interface Deep campaign metrics Delivers Significant new ad revenue from brands Increased sales Unique shopper behavior data

21 Analytics/Insights Understand more of the path to purchase In-store behaviors shopper locations promotion effectiveness heat maps Visits per week shopping lists time/day shopper frequency shopper paths closed-loop product searches correlated purchases

22 ROI is different for different retailers Finding products Discovering new products Hyper-targeted advertising Shopper data/better understanding Social promotions/word of mouth Increased shopper satisfaction & loyalty

23 Retailers with In-store Apps

24 Indoor location technologies Drives 5x engagement Source: Point Inside

25 Indoor location technologies Drives 8x coupon usage Source: Point Inside Non-mobile Users Mobile Users Mobile Users w/indoor Location

26 83% 55% 66% Find it easier than previous methods of locating products in-store Prefer using the app rather than asking an employee More likely to shop at store with app than the competition

27 Walmart 55% shoppers come into the store with a smartphone Of the shoppers with app 60% 2x 40% more spend selected store mode when offered as many trips to the store Source: Walmart

28 Stop & Shop 10% More spend Source: Walmart

29 What would make you more likely to use your smartphone more often in-store? Offer mobile coupons or deals for the item(s) I wish to purchase Provide free wireless internet access in the store Have an easy to navigate mobile website or app Offer in-store checkout & payment with your smartphone Have the mobile app take advantage of your device s technology Nothing would encourage me to use it Source: Deloitte

30 Getting started with in-store Brainstorm activities/actions that will benefit your customers and extend your brand Start simple In-store visitor analytics Use 1 store as a test bed with a simple app Test & Learn

31 Additional topics Privacy Store mode App design/ux Challenges leveraging big data Wearable devices Native advertising/suggestions Promoting retail apps Third party apps

32 Thank you Todd Sherman LinkedIn: shermantodd