Hispanic In-store Mobile Experience - Chapter 1 Presentation

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Hispanic In-store Mobile Experience

Social Shopping

Hispanics over-index in smartphone usage 45%

34%

Hispanic General Market

Hispanics over-index in smartphone usage

#HispanicMobile

Hispanics over-index in social media activity

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26.8%

8.5%

Hispanic General Market

Spend 6 hours or more on social media sites daily

Hispanics over-index in social media activity

#HispanicMobile

Mobile

#HispanicMobile

Mobile + Social

#HispanicMobile

Mobile + Social + Some $$

= #HispanicMobile

68.4%

#HispanicMobile

68.4% % of Hispanics who prefer

to shop with others

#HispanicMobile

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Every day purchases

Big Ticket Items ≠

#HispanicMobile

Every day purchases

#HispanicMobile

Every day purchases

• Spouse • Children

#HispanicMobile

Every day purchases

• Spouse • Children

• Assist w/ shopping • Fun / bonding

#HispanicMobile

Big ticket items

#HispanicMobile

Big ticket items

• Friends • Siblings

#HispanicMobile

Big ticket items

• Friends • Siblings • Advice

• Approval • Consensus

#HispanicMobile

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At the store

#HispanicMobile

Top activities while shopping at a store

Chart page 11

Top Activities While Shopping at a Store

#HispanicMobile

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Hispanics are less interested in

product reviews

Why is that?

#HispanicMobile

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Shopping companions mitigate this

need

#HispanicMobile

21 #HispanicMobile

Problem

22 #HispanicMobile

Single-centric

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Our Recommendation…

#HispanicMobile

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MAKE IT

SOCIAL!

#HispanicMobile

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• Enable in-aisle mobile shopping

#HispanicMobile

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• Enable in-aisle mobile shopping

• Include shoppers’ companions in mobile experience design

#HispanicMobile

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• Enable in-aisle mobile shopping

• Include shoppers’ companions in mobile experience design • Single-device, multi-user • Multi-device, multi-user

#HispanicMobile

28 #HispanicMobile

Imagine grocery shopping…

#HispanicMobile

• Free, fast WiFi

#HispanicMobile

• Free, fast WiFi • Store app that features:

• Group communication (voice or text)

#HispanicMobile

• Free, fast WiFi • Store app that features:

• Multi-user shopping list • Group communication (voice or text)

#HispanicMobile

• Free, fast WiFi • Store app that features:

• Multi-user shopping list • Shared decision-making (thumbs up/down)

• Group communication (voice or text)

#HispanicMobile

• Free, fast WiFi • Store app that features:

• Multi-user shopping list • Shared decision-making (thumbs up/down)

• Group communication (voice or text)

#HispanicMobile

• Free, fast WiFi • Store app that features:

• Multi-user shopping list • Shared decision-making (thumbs up/down) • Real-time, shared calculator (inc. taxes!)

• Group communication (voice or text)

#HispanicMobile

• Free, fast WiFi • Store app that features:

• Multi-user shopping list • Shared decision-making (thumbs up/down) • Real-time, shared calculator (inc. taxes!) • Location-aware store map

• Group communication (voice or text)

#HispanicMobile

• Free, fast WiFi • Store app that features:

• Multi-user shopping list • Shared decision-making (thumbs up/down) • Real-time, shared calculator (inc. taxes!) • Location-aware store map • Real-time deals based on purchases

• Group communication (voice or text)

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Wouldn’t that be nice?

#HispanicMobile

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Chapter 2: The Deals Ethic

#HispanicMobile

Chapter 3: The Role of Culture

Chapter 1: Social Shopping

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