The Future of Hyperlocal Digital Media Services The Power of Loca-on Starts Here
The Future of Hyper-‐local Digital Media Services The Power of Loca-on Starts Here
ADCentricity…The Power of Loca-on Starts Here
ADCENTRICITY is a loca-on-‐based solu-ons company. ADCentricity and its partners provide a suite of products and services that drive
consumer engagement by selling and delivering relevant, contextual and targeted content to all types of loca-on-‐based digital media.
Influence Customers on the Path to Purchase with Shopper Connect.
ADCentricity’s Shopper Connect Partners
“The LBMA is currently working with ADCentricity and its partners in North America and Europe and is extremely excited about our rela-onship as they have the vision, products and services to deliver.”
-‐ Asif Khan, President and Founder, Loca6on Based Marke6ng Associa6on
• Market-‐leading digital signage plaMorm • Seamless, secure, integrated and scalable • Enterprise-‐class resource planning and content management plaMorm • Uninterrupted use in hospitals, banks, airports and retailers • Cloud-‐based network management and industry-‐leading customer service • Currently powering over 1,000 companies and 10,000 digital screens
• 14,000 staff, $1.2Bn in fees, $3Bn in media under management
• Over 1,100 clients such as Target, Sears, BMW, Chrysler, Prada, MicrosoX, Gucci, Budweiser
• Most award winning agency network in the world
• Over 50% of our revenues are from digital marke-ng
• 75 specialist agencies under one roof -‐ all best in class, and be]er together
• Global leader in providing technology-‐enabled business solu-ons and services.
• Support over 50 percent of the 2009 Global 500 General Merchandise retailers, Food and Grocery wholesalers and Fashion brands.
• Innova-on and speed-‐to-‐market, enhanced customer experience and integra-on of mobility, POS and loyalty programs.
Our Partnership is a Unique CombinaJon of LocaJon-‐Aware Domain ExperJse, Retail Experience and Technological Know-‐How.
CSC focuses on providing technology-‐enabled business solu-ons to meet business challenges
Management ConsulJng Systems IntegraJon Outsourcing
ADCentricity sells and delivers relevant, contextual and targeted content to customers on all types of loca-on-‐based digital media along the Path to Purchase
ADCentricity and CSC Partnership
ADVERTISINGBRANDING
DIGITALMULTICULTURAL
PUBLIC RELATIONSSOCIAL MEDIA
SPORTS MARKETINGEXPERIENTIAL MARKETING
SHOPPER MARKETINGINFLUENCER MARKETING
DATA ANANLYTICSCRM
CUSTOMER ENGAGEMENTCONSUMER PROMOTIONS
MARKET RESEARCHDIRECT MARKETING
INNOVATION AND INSIGHTS
BRANDED ENTERTAINMENTECOMMERCE
MEDIA PLANNINGMEDIA BUYING dotbox
ADVERTSING BRANDING
DIGITAL MULTICULTURAL
PUBLIC RELATIONS
SOCIAL MEDIA SPORTS MARKETING
EXPERIENTIAL MARKETING SHOPPER MARKETING
INFLUENCER MARKETING
DATA ANALYTICS CRM
CUSTOMER ENGAGEMENT CONSUMER PROMOTIONS
MARKET RESEARCH DIRECT MARKETING
INNOVATION AND INSIGHTS
BRANDED ENTERTAINMENT ECOMMERCE
MEDIA PLANNING MEDIA BUYING
MDC Partners – Best in Class Marke-ng Services PorMolio
77% of viewers use another device while they are watching TV
42% of grocery shoppers refer to their Smartphone as a shopping list
40% of grocery shoppers want to store digital coupons in their Smartphones
Smart Phone Usage
62% of shoppers search digitally for about half their shopping trips
52% of adult phone owners used them to help make purchase decisions
in store
72% of tablet owners use them to purchase product on a weekly
basis
18% of consumers used a smartphone for research and purchase, visi-ng a store to check out the product
46% of consumers researched on a smartphone, and went to the
store to purchase
39% of consumer decision making was influenced by social media
The Constantly Connected Consumer
Based on mul-ple data sources including: Pew Research Center, 1/30/12; Google/Shopper Sciences, ZMOT Purchase Path Studies, U.S., April 2012,; Google, The Mobile Playbook, 2012; eMarketer Digital Intelligence, 10/20/10
A Retailer’s Challenge: Today’s Customer
The “Constantly Connected Customer” Represents Value to You. This is Because They Are…
• Spending More Money is typical of the “Constantly Connected Customer” who spends on average up to four -mes more than their non-‐“Constantly Connected Customer” counterpart*
• Engaging With Brands is also an a]ribute with studies no-ng that on average, “Constantly Connected Customers” have a 15% stronger rela-onship with brands than non-‐digital shoppers**
• Sharing More Feedback about the retailer, its service and products across social media, the internet , etc. means it is today’s “focus group”
• CreaJng a Stream Of Data, Rich With Insights enables retailers the ability to analyze, predict and ul-mately be]er meet the expecta-ons of the “Constantly Connected Customer.” What took weeks to learn, now takes minutes
* Stephanie Clifford, “Nordstrom Links Online Inventory to Real World,” The New York Times, August 23, 2010. ** Survey of 100,000 ques-onnaires across hard, soX, beverage and HBA goods. Taly Weiss, “Digital Consumers Are Brand Minded Targets,” Trendspoqng Market Research, June 29, 2009.
A Retailer’s Challenge: Today’s Customer
LBM – while growing in popularity – is an emerging field, providing a retailer with an important point of differenJaJon to gain strategic advantage.
Opportunity
• Your and your vendors have the same objec-ve as you: achieve a seamless customer experience
• With Shopper Connect you control the technology needed to reach your customers on their Path to Purchase
• Your control of this access has inherent value. It represents an asset you can leverage to drive incremental revenue from vendors.
• Addi-onally, you have other mone-za-on opportuni-es: ─ Adver-sing ─ Promo-on ─ Games, Surveys and Contests
Today’s Customer and Loca-on-‐Based Marke-ng
A Comprehensive LBM SoluJon like Shopper Connect can be MoneJzed. Vendors Will Pay You to Reach Customers in Your Stores.
xxxxxxxxxxxx xxxxxxxxxxxx xxxxxxxxxxxx REALIZE BUSINESS VALUE
Build
UNLOCK BUSINESS VALUE
Plan
OPTIMIZE BUSINESS VALUE
Maintain
• Assessment, Vision & Strategy Workshop
• POC and Prototype • Business Case Development • Requirements Determina-on • Solu-on Design • Applica-on Design • Configura-on • Architecture • Business Process Redesign
• User Design • Architecture and Infrastructure
Implementa-on • SoXware Development and
Modifica-on • Tes-ng • Pilot • Conversion and Interface
Implementa-on • User Adop-on Implementa-on • Staged Rollout
• Implementa-on As-‐a-‐Service [Shared Technology PlaMorm, Managed By CSC]
• Implementa-on Upgrades • Content Inser-on
We have Created Shopper Connect – a Great LBM Example – in Response to the Rise of the Constantly Connected Customer.
Shopper Connect: An Example of Loca-on-‐Based Marke-ng
Use ADCentral to reach the “Constantly Connected Customer” through ”Out of Home” locaJon-‐based digital media.
• Drive store revenue, promoJonal effecJveness and shopper engagement by reinforcing print, radio and television media messaging via “Out of Home” loca-on-‐based digital media
• Create locaJon relevant markeJng messaging that will resonate with customers due to “who they are” and “where they are” on the Path to Purchase
• Target your markeJng messages based on consumer shopping and buying behavior using psychographic data from Nielsen, Polk, Simmons, Environics Analy-cs and more
• Distribute targeted messages to a network of over 250,000 loca-on-‐based digital media screens, by customer segment, venue and/or day part, to drive customers to retail loca-ons
• Analyze and report on customer response to further messaging and increasing response rate
Location-Based Digital Media
ADCentral: Shopper Connect’s First Retailer PlaMorm
Bluetooth
Digital Place Based Screens
In-‐Store Digital Screens
In-‐Window Digital Interac-ve
Mobile Shopping Applica-ons
In-‐Store Radio Digital Projec-on
Wi-‐Fi
ADMobile: Shopper Connect’s Second Retailer PlaMorm
• Recommend up-‐sell and cross sell opportuni-es enhancing basket size
• Display promo-onal offers to ease inventory issues, increase customer sa-sfac-on and drive basket size
• Sync with your loyalty card data to further engage and develop your best customers
• Offer contests and promo-ons increasing brand engagement
• Announce new product arrivals to drive customer trial
• Provide store maps to facilitate shopping, increase customer sa-sfac-on, and track shopping pa]erns
• Issue recall alerts protec-ng the customer base and increasing a consumer sense of trust in the retailer
Use ADMobile to drive customer purchases with targeted informaJon and promoJons.
FirmChannel: Shopper Connect’s Third Retailer PlaMorm
• Increase sales and customer experience with a chain-‐wide, in-‐store digital signage network
• A]ract and influence consumers right at the “Point of Purchase”
• Reduce prin-ng and delivery costs from paper signage
• Create and schedule playlists for specific market and store demographics
• Train sales associates during store off-‐hours • Unique interac-ve digital signage offerings include:
– RFID triggered interac-ve display – Social media outlets and RSS feeds – Gesture interac-ve display – Real-‐-me facial recogni-on
Run playlist of Flash, Videos, Jpegs…
Region, 6me, or site-‐specific promo6ons
Run real-‐6me RSS fees; XML-‐based
link to other sources
Mul6ple zone layouts available
Use FirmChannel to drive customer purchases with interacJve digital signage.
Shopper Connect Retailer PlaMorms
Loca-on-‐based digital media management plaMorm to plan, target, create, deliver and report on any type of loca-on-‐based digital media.
ADCentral
Loca-on-‐based mobile shopping plaMorm, including marke-ng content management, loca-on services, mobile interfaces, shopping tools, mobile payment, analy-cs and repor-ng.
ADMobile
Cloud-‐based digital signage plaMorm to manage a network of digital assets, and plan, create, deliver and measure content to an interac-ve digital signage network, using a web-‐based interface.
FirmChannel
• The Constantly Connected Customer (CCC) represents value to retailers in spending, engaging with retailers on social media, crea-ng massive amounts of insight rich data.
• A paradigm shi` has occurred in “when” and “how” shopper buying decisions are made rendering influencing them before they are at the shelf cri-cal.
• MarkeJng to shoppers on the path to purchase drives market basket and engagement if the messaging brings value and relevancy to the loca-on/place of the shopper.
• Incremental retailer revenue can be gained if the retailer’s LBM tool is comprehensive by adver-sing vendor brands, offering vendor contests, providing gamifica-on op-ons, etc.
• LBM represents a point of differenJaJon to a retailer relaJve to the compeJJon in that this is not found ubiquitously in the marketplace.
LBM InnovaJon Session
• Engages the LBMA for a presenta-on of current trends in Loca-on-‐Based Marke-ng
• Includes ADCentricity, CSC and MDC Partners execu-ves
• Consists of a deeper dive on Shopper Connect as an example of a comprehensive LBM solu-on
• Contains a discussion of how we recommend clients more forward in this area
• Details • Typically a ½ day session • Customizable agenda
• Business focused with technology breakout session. Outcomes include…
• Understanding the func-onal capabili-es of commercially available LBM solu-ons
• Awareness of business and technology challenges in loca-on-‐based deployment
• Perspec-ve of the pros/cons of each implementa-on op-on
Summary and Next Step
As a Next Step, we propose an LBM InnovaJon Session.
For More Informa-on, Please Contact
Adcentricity CorporaJon Doug Woolridge CEO 24 Duncan Street, 5th Floor Toronto, ON M5V 2B8 p: 1.866.568.3142 m: 1.416.357.2722 [email protected]
Computer Sciences CorporaJon
Bill Lunz Prac-ce Director, Global Business Solu-ons and Services One Tower Lane, Suite 2900 Oakbrook Terrace, IL 60181 p: 1.630.472.1469 m: 1.630.561.1641 [email protected]
MDC Partners Terry Donnelly Director, Business Development 45 Hazelton Avenue Toronto ON M5R 2E3 p: 1.416.960.9000 m: 1.416.543.4904 tdonnelly@mdc-‐partners.com
www.adcentric ity.com