Engaging In Store Experience that Generates Shopping Excitement Steen Andersson, CMO, 5 th Finger JJ Hirschle, Head of Retail, Google George Findling, Enterprise Architect, Crate & Barrel Johann HuberGuFerrez, Strategy and Product Development, Macy’s and Bloomingdales
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Bricks and Mobile - Engaging In Store Experience the Generates Shopping Excitement!
Consumers expect a meaningful in store mobile experience, are you prepared for bricks-and-mobile? Across the past year optimized in store experience has transitioned from exceeding customer expectations, to now simply meeting expectations – and QR codes are not enough. Panelists from leading retailers and mobile marketing leaders share successful mobile in store strategies to drive CRM, consumer engagement, and sales. The era of mobility has arrived, and your customers expect a customized relevant in store experience delivered to their phone- how does your company perform? Learn to push branded video games, mp3s, in-store specials and promotions that capture the attention of consumers and generate excitement around the products being sold.
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Engaging In Store Experience that Generates Shopping Excitement Steen Andersson, CMO, 5th Finger JJ Hirschle, Head of Retail, Google
George Findling, Enterprise Architect, Crate & Barrel Johann Huber-‐GuFerrez, Strategy and Product Development, Macy’s and Bloomingdales
The AVA in-store iRobot with iPad head
Is This In-Store Mobile?
Is This In-Store Mobile?
Is This In-Store Mobile?
Is This In-Store Mobile?
Is This In-Store Mobile?
Is This In-Store Mobile?
The role of In-Store in… Apparel…
Consumers Are Already Using It
70% of smartphone owners have used their mobile while shopping in-store -Google Insights, May 2011
Amazon, eBay, RedLaser and others are providing retail customers a mobile solution to research, compare and purchase while in-store.
49% of smartphone owners have used their mobile to compare prices. -Google Insights, May 2011
Shoppers Prefer Mobile When Seeking Further Product Information How 5th Finger retail client customers prefer to find product details while in-store. (app users)
Mobile Shoppers Love Promotions
80%
30%
Promotions
Special offers
Product info
Outfit/project ideas
Reviews
How to/informational videos
Percentage of survey respondents that indicated mobile app feature as a high priority
They Are Checking-Out Via Mobile
Demonstration of the Starbucks Card Mobile App on a smart phones at the Capital Gallery Starbucks in Washington, DC. / Garrett Hubbard/USAT (Paying with Starbucks card)
In-store ordering and check-out system via iPad at Specialty’s in San Francisco.
It’s About Convenience Target Makes Shopping Simpler
Tip Customers over the threshold to certainty of purchase.
Scan products in-store and view product specifications, features and read reviews.
It’s About Engagement Shopkick Uses Achievement to Motivate
A retailer agnostic approach that gamifies the shopping experience with offers and deals provided by brands.
The clever sub-audible in-store location tool provides the best 'heads up display' potential in the market today as someone walks around the store.
Korea Is Innovating
Asia- Pacific is Ahead Percentage of mobile subscribers accessing mobile web at least monthly
Source: Forrester (June 2011)
47%
22%
43% 16%
12%*
8%
Mobile Will Be…
Your Mobile Associate Basket expansion
Your Wallet Convenience and speed drive purchase
2000 2007 2009 2010 1998 2011
Business begins asking for store associate hand held devices.
Develop tablet PC app for Furniture Sales Associate. Wireless, real ?me, inking.
Partner with Shopkick.
Begin focus on mCommerce.
Launch GiD Registry Kiosk with IR hand held device used by customer for GiD Registry crea?on.
Launch mobile web site.
Pilot in-‐store communicator\hand held device.
Form Mobile Steering CommiLee.
eCommerce group to execute mobile ini?a?ve.
Develop mobile strategy.
Hand Held and Mobility EvoluFon
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TIMELINES PHOTOS 3 STEPS
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Mobile Search Trends and
Google Opportunity
over half of Americans will have a smart phone
By end of 2011
Google Confidential and Proprietary
30
Source: Nielsen March 2010, Morgan Stanley 2010
31 Google confidential
Mobile & tablets are changing shopping behavior
38% of shoppers abandon
buying something in the store based on
what they looked up on their phone
87% of shoppers felt
they could find a better deal elsewhere
Source: Google/OTX Holiday shopping survey, Comscore July 2011, State of economy
67% of consumers
researched online prior to purchase for at least a week
last Q4
70% of these holiday
mobile shoppers used their phones to
shop/research while in a store
59% of mobile users used their phones for
holiday shopping
last Q4
The way we shopped has fundamentally changed.
Proliferation of devices is
81% research for at least an hour before they buy
• 70% of people use their phone while shopping in
• More than 50% of online adults (105M) have two or
If using 2011 Holiday narrative– delete this
32
77% Contacted a
business
61% Call 59% Visit
Source: OTX MediaCT Survey, Q4 2010, 5,013 US online respondents
Mobile Is Local & Drives Sales
1 in 3 Searches Have
Local Intent
70% use
smartphone in-store
Google Confidential and Proprietary
33
Source: Google User Behavior Study 2010
Mobile Is The Ultimate Shopping Companion
34
Source: Google/OTX Consumer Pulse Check, October 5, 2010. Base: Those who own a smartphone and have started or plan to shop this holiday season Q: In which of the following ways, if any, do you plan to use your smartphone to do your shopping this Holiday Season?
34% Search Inventory 38% Look
For Promotions
Mobile Sparks In-Store Activities
Mobile Shopping Queries Are Exploding
Source: Google Internal Data U.S.
iPhone iPhone 3G
Android G1
Blackberry Storm
Palm Pre
iPhone 3GS
Android myTouch
Android Nexus One
Sprint Evo Droid X
Samsung Galaxy
Apple iPad
---EDGE--- ---3G--- ---4G--- 2007 2008 2009 2010
And 255% growth in store locator
searches during week of Black Friday!
15% Mobile
1. Be Discoverable & Drive In Store
36
Location Extensions Hyper
Local
37
2. Drive Calls and Action Site
Links
Google Retail
3. Leverage Your Offers
4. Bid By Distance
39
Google Retail
Sources: BCG, Business Insider, Citrix, Morgan Stanley, Nielsen, Read It Later
5. Cater to the Tablet User
40
Tablets Shipments Growing 4x in 2011
to 61M
Higher AOV
Tablet Conversion Rates Equal or Higher Then
PC’s
Looking Back & Looking Forward
Johann Huber-‐ GuFerrez Mobile Strategy and Product Development, Macy’s
A Look Back
• SMS & MMS – 4 billion can use SMS worldwide
– 3.2 billion can use MMS worldwide – 2.1 billion web users worldwide – 280 million Americans can use MMS
– Text FLIGHT to 21534
• Just text 38513 or tweet "@AskMacys" with a product category, web ID or UPC number, and we'll text or tweet you back details on top-‐rated items!
Macy’s By Appointment
• Text MBA to 76274 to setup your appointment with a personal shopper.
Know Your Customer: SMS & Social
A Look Forward • Sensory Technologies
– Visual RecogniFon – Audio – Touch
• Register Free & Rise of the Mobile Wallet • Geo (In-‐Store & Out of Store)