Post on 21-Oct-2014
description
transcript
Combat Showrooming with Personalization NOVEMBER 6, 2013!
#Showrooming!
2013 Mobile Consumer Trends!
Jack Philbin, Co-Founder & CEO, VibesChairman of the Mobile Marketing Association (MMA) North America!
@JackPhilbin!
2
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
#Showrooming!
Discussion topics
Showrooming 2.0!
Personalization!
Mobile Wallet!
3
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Showrooming 2.0!
#Showrooming!
4
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
The current state of showrooming!
Showrooming — frequency of smartphone use for in-store comparison shopping/purchasing!
Every time I shop!
Most ofthe time! Often! Sometimes! Rarely! Never!
7%
17% 20%
26% 19%
12%
Net 44%!
5
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Profile of the showrooming shopper!
Children present?!Age!
18 - 24!
20.7%!
15.9%!
25 - 34! 35 - 44! 45 - 54! 55 - 64! 65 or older!
44.2%!
24.7%!
17.7%!23%!
9.4%!14%!
6.7%!
17.5%!
1.2%!4.9%!
Non-showroomers!Showroomers!
Non-showroomers!
Showroomers!
Yes 48.2% No 51.8%
Yes 38.5% No 61.5%
Source: Vibes 2013 Mobile Consumer Survey – August 2013 Base: Total n=1,000
6
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Smartphone usage in-store explodes!
Recent in-store behaviors!
33%!Compared prices on a competitor’s website!
2012 2013
49%!9%!
23%!
11%!
20%!
31%!
17%!
27%!
12%!
9%!
10%!
24%!
40%!
49%!
25%!
31%!
19%!
18%!
15%!
Purchased a product from a competitor!
Purchased a product from the store’s website after you’d left the store!
Researched a product on the store’s website!
Looked up a product review!
Used a company’s app in the store!
Scanned a QR Code for product information or an offer!
Checked-in using a location-based service (i.e., Foursquare) to get a deal or offer!
Sent a text message to join a subscription list!
Sent a text message to get more information on a product or offer!
2013!Source: Vibes 2013 Mobile Consumer Survey – August 2013 Base: Total n=1,000
2012 Source: Vibes 2012 Mobile Consumer Survey – August 2012 Base: Total n=1,000
Beyond Showrooming!
Showrooming increased
156% in 2013
SHO
WRO
OM
ING
BEH
AVIOR
7
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
186% increase in new purchases due to in-store text or QR scan!
Impact of in-store text/QR scan (31% of total sample)!
47%!
I was going to make the purchase
anyway, but felt better about it!
42%!
14%!
40%!22%!
12%! 5%! 7%!
I made a purchase I
hadn’t planned to because of
the information I received!
I was going to make the
purchase, but the information didn’t sway me!
The information dissuaded me from making the purchase!
186%
2013 2012
Source: Vibes 2013 Mobile Consumer Survey – August 2013 Base: Total n=1,000
8
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Retailers have a 50/50 shot of combatting showrooming!
Action taken after in-store price comparison (49% of total sample)!
I used the information
to get a better price at the store where I was
shopping!
Source: Vibes 2013 Mobile Consumer Survey – August 2013 Base: Total n=1,000
I made the purchase
while I was in-store, paying the price that was marked!
I purchased the item online at Amazon!
I purchased the item
online at a competitor’s
website!
I purchased the item in a competitor’s
physical store!
I did not purchase the item
anywhere!
None of the above!
37%
10%
31%
8% 6% 6% 1%
47%!45%!
7%!
9
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Embrace, rather than ‘combat’ showrooming!
“Your Ultimate Holiday Showroom”!
10
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Personalization: The anti-showrooming weapon!
#Showrooming!
11
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
The text message advantage!
Email Open Rates!28.5%
28.5% of Emails are opened according to the Q2
2013 Email Trends & Benchmark report by the Email Institute / Epsilon!
Text
Text Open Rates!97.0%
97.0% of text messages are opened according to Juniper Research, and 90% of those messages are read within the
first 4-6 minutes!
12
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
The personalization disconnect!
of consumers frequently see
personalization from retailers and brands!
89% 18% of consumers would sign up for mobile
messages if they were personalized!
13
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Personalization preferences!
Most important aspects of personalization!Uses your preferences –
favorite sizes, brands, shopping categories!
60%
Timeliness – when you’re getting ready to purchase that item!
20%
Location – when you’re in the store or around the store!
13% Uses your name!
8%
Source: Vibes 2013 Mobile Consumer Survey – August 2013 Base: Total n=1,000
14
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Building your mobile relationships!
What entices you to subscribe to a retailer or brand?!
70%!
Incentives or coupons!
2013 2012
2013!Source: Vibes 2013 Mobile Consumer Survey – August 2013 Base: Total n=1,00
2012 Source: Vibes 2012 Mobile Consumer Survey – August 2012 Base: Total n=1,000
79%!
32%!
46%!
29%!
45%!
27%!
43%!
Product info & updates!
Exclusive content!
Store news & events!
15
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Mobile Wallet Marketing!
#Showrooming!
16
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Game changing technology for marketers!
§ One in three consumers have used the non-payment side of mobile wallets - Passbook (launched 9/2012)
- Google Wallet (launched 9/2013)
§ Both Passbook & Google Wallet mobilize offers/coupons, loyalty cards, boarding passes, etc.
§ Key benefits of mobile wallet - Convenience - Location reminders - Ability to easily update
17
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
The non-payment opportunity for marketers!
The real opportunity for marketers with mobile wallet is in the non-payment arena
It’s the leather! …not the plastic!
18
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Mobile wallet in action…!
19
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Seeing is believing… let’s try it out!!
Text STYLE to 84237!
Google Wallet Apple Passbook Other
20
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Mobile wallet combines time, location and interaction!
User enters within a 100-meter radius of a location !and receives a notification to their phone
Vibes Build-A-
Bear Workshop
21
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Personalization drives stronger ROI!
INSERT NAME INSERT NAME INSERT NAME
22
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Mobile wallet has proven to be effective for marketers!
Sample metrics from early Passbook programs:!§ 64% more conversions from
Passbook vs. mobile web
§ 32% of customers who clicked on the offer redeemed it in-store
§ 24% increase in average order value with Passbook
Source: Vibes Passbook Program client metrics
23
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
What is your definition of a “mobile wallet”?!
§ 48% of consumers are aware of the non-payment side of mobile wallet
Understanding of what a mobile wallet is
27%!33%!
21%! 19%!
A mobile tool that allows me to both pay for items with
my phone and store information!
A mobile tool that allows me to pay for items directly from my phone
A mobile tool that allows me
to store information!
I have no idea what a mobile
wallet is or what it’s used for
48%!
Base: Total n=1,000
24
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Which mobile wallet feature would benefit you the most?!
§ 85% of consumers would receive some benefit from non-payment mobile wallets
No Benefit
Digitizing paper items
Organizing on your
smartphone
Managing point
balances
Time sensitive
offers Automatically updated items
Location aware alerts
22% 19%
13% 13% 10% 7%
15%
Mobile wallet benefits
85% perceived benefit!Base: Total n=1,000
25
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
§ Email is the most preferred method for receiving mobile wallet content (46%), followed by a retailer text message (20%), and retailer Apps (19%)
Preferred method for receiving mobile wallet content
Email 46%
20% 19% 11% 4%
Text message from the retailer
App from the retailer
Direct mail Mobile banner advertisement
Base: Total n=1,000
How do you prefer to receive mobile wallet content?!
26
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Quarterly 3%
How often would you like to receive mobile wallet content?!
§ The majority of consumers (55%) would prefer to receive mobile wallet content weekly
Daily 12%
Annually 1%
Never 12%
Monthly 18%
Preferred frequency
Base: Total n=1,000
Weekly 55%
27
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
The mobile wallet advantage – 5 key benefits!
Time-sensitive offers!
Update your mobile offers… frequently!
Personalize, Personalize,!Personalize,!
Location!
Measurement & optimization!
28
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Three standout trends!
§ Showrooming is a new reality that most retailers and marketers are seeking to understand and address. Research from the Vibes 2013 Mobile Consumer Report shows that personalization can help retailers combat showrooming.
increase in showrooming
from 2012, and 36% increase in consumers using mobile devices to
shop in-store!
of consumers want personalization, but
only 18% see it frequently from
retailers!
of consumers see the benefits of
the non-payment side of the mobile
wallet!
156% 89% 85%
Source: Vibes 2013 Mobile Consumer Survey – August 2013 Base: Total n=1,000
29
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Mobile relationship management!
§ Mobile Relationship Management is the convergence of technology, strategy, execution and data to deliver personalized mobile experiences along the customer journey.!
30
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Get the reports and infographics!
Download the Report and Infographic here http://www.vibes.com/mobilewallet
Combat Showrooming with Personalization NOVEMBER 6, 2013!
#Showrooming!
2013 Mobile Consumer Trends!
Jack Philbin, Co-Founder & CEO, VibesChairman of the Mobile Marketing Association (MMA) North America!
@JackPhilbin!
32
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
www.vibes.com • hello@vibes.com 312.753.6330 main • 312.589.6960 sales
Thank you!!