The Way of Shopper Marketing Classified - Internal use 1
2013 Channel Innovation Awards: Digital Retail and Marketing
Mike HornigoldGroup Director, Digital Application,
Shopper Development
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Retail Channel Innovation AwardsHow retailers in 2013 are achieving cross-channel success and what it means for Coca-Cola
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The following pages are a synopsis of the Retail Touch Points 2013 Channel Innovation Awards
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Indigo Books & Music used in-store kiosks, mobile technology, and loyalty to fuel sales lift
In-Store kiosks offered full range of Indigo products• Increased sales both in-store
and through the kiosk itselfMobile website launch• Mobile shopper conversion
increased by 20%Product fulfillment of buy-online, pick up in-store• After piloting, 8% of customers
selected the option
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• Indigo iRewards: a paid loyalty program
• Plum rewards: free and points based
• Synchronized marketing promotions across online and in-store channels
• Enhanced in-store promotions to be able to execute online promotions
• Personalized recommendations based on purchase history and preferences
Indigo Books & Music used in-store kiosks, mobile technology, and loyalty to fuel sales lift
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Heels.Com taps email marketing and personalized deals for significant growth
Brand recommendation email campaign• Captures user preferences based on
browsing and order history • Sends out email with personalized
shoe recommendations • 5% conversion rate and +2x
traditional click rateCollects size information for most customers and uses inputted details to send out personalized recommendations
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Heels.Com taps email marketing and personalized deals for significant growth
Email • Revenue from Email increased 430% this year• Email generates 18% of total web traffic
• 2nd highest mobile traffic source• Email contact list organically grew +290% Converting new site visitors • New visitors get 10% discount if they submit
their shoe size and email address • Coupon delivered via multi-step Email and
converts at 4x typical Email marketing• If no initial conversion, follows up with additional
offersTo reduce cart abandonment• Within one hour of abandonment shoppers are
sent a reminder email with a 5% discount. • These emails convert at a rate of 15%
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Famous Footwear sees success through trackable customized promotions
Coupons • Could be tracked to online source• Determined number of in-store shoppers
who were exposures to an online campaign• Discovered that more in-store traffic was
driven by search engine marketing rather than social media
Reported a 4% YOY increase in sales• Average revenue per in-store square foot
increased $199Digital Shift• Shift from print distribution to digital and
growth of online channel has saved millions in print costs
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Fast Lane Wireless boosts overall sales by selling through third-party marketplaces
Sales augmented by web store traffic• Increased Gross Market Value on
marketplaces more than 100%Partnered with third-party marketplaces• Able to offer significant discounts to
shoppers• Spurred by a proven record of high
performance, customer satisfaction, item descriptions, fast shipments, and consistently high ratings on eBay
Created own web store to sell directly to customers• Combined sales across channels, created
ability to increase visibility with specialized campaigns
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Telenet Mobile develops new shopping concept with interactive technology to help shoppers choose the right devices, mobile plans and accessories
The “Who wall” • The first help station in the mobile
area• Three 46-inch touch screens help
shoppers make a primary selection among the assortment of devices available
• After entering information about preferences such as multi-media habits, text messaging and budget, three devices are shown to examine in detail at the next station
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Telenet Mobile develops new shopping concept with interactive technology to help shoppers choose the right devices, mobile plans and accessories
The “Which site”• One 10-inch screen for every two devices
displayed• When the shopper picks up one of the selected
devices, the screen shows all of its specifications
• Customers can find information about other Telenet products on an additional screen
The Smart Care Corner, • For specialist assistance• A holographic projection links them directly to
the specialist team of advisers at the Telenet headquarters
• Viewers see a life-sized, 3D image and can use it to actually interact with the specialist, and even make eye contact.
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Soccerpro.Com creates personalized shopping experiences
In-store• Uses the web site in the store to help
shoppers find products and to expand in-store offerings
• Purchases can be shipped to homes or for in-store pickup
Uses shopper data to create personalized in-store shopping experiences• Captures data from the POS and other
customer service modules and uses this information to create personalized in-store shopping experiences
• Leverages email management to stay in constant contact and create targeted promotions
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Soccerpro.Com creates personalized shopping experiences
Increased loyalty with surveys and vendor partnerships• Has the ability to send automatic
surveys and coupons to improve loyalty• Actively collaborates with vendors to
increase traffic to websiteActive presence across all major social networks increases visibility• Facebook, Google+, Pinterest, Tumblr,
Twitter and YouTube• Facebook storefront is now a
significant contributor to business growth
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Verizon Wireless leverages in-store video to increase conversions
Centrally located video gallery bridges gap between in-store and online• Newer product videos include a 3D video
player which mimics the in-store experience and allows users to virtually touch the phone and use it as they would with the device in-hand without ever going into a store
• The same user interface that is found on the phone through the virtual site including the interface, buttons and apps
Device launches promote cross-channel offerings• Each video can be used in various locations
to fill specific needs for different channels• Videos are also used as a CRM, customer
service, and social media tool
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Verizon Wireless leverages in-store video to increase conversions
Launched a video campaign targeting key channels• In-store, online, chat, mobile, social, email and
employee training materials• Increased online sales conversions and improve
customer support• Significantly higher conversion rates among video
viewers versus non-viewers• Enhances the user experience and uses the phone to
help sell the phone with video on in-store devices
Tracking technology allows Verizon to monitor consumer behavior for each device launch to discover which topics interest consumers most• Which videos shoppers choose to view and how long
they engage• This data is then applied to the next round of devices,
resulting in increased engagement and higher conversion rates
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National Wholesale Liquidators doubles market basket sizes with new mobile solution
New solution allows NWL shoppers now receive personalized, timed offers • Helps solve merchandising problems such as
increasing traffic during certain time periods and increasing overall basket sizes
In-store digital signage using facial recognition• Determine gender and age bands• Based on these characteristics, the shopper is then
offered a more precise set of in-store offers• Shoppers can select the offers and have them sent
directly to their mobile phonesEach campaign is cross channel• Leverages mobile with SMS text messages• Coordinates these with in-store digital signage
interactions• Further drives campaign via Facebook/social
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National Wholesale Liquidators Takes Mobile To The Next Level
Drove significant results with a new mobile technology solution all while reducing cost per action • Achieved 40%-plus in-store redemption rate• Doubled market basket sizes• Grew opt-in registration• Increasing number of departments shopped• Dramatically increased customer participation
and mobile opt-in subscribersDefined goals for implementation: • Connect and engage shoppers in real time• Creating brand awareness• Promoting new products• Building a valuable loyalty-based program• Reducing reliance on printed advertising flyers
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Learnings
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Technology can be used to reduce clutter at the shelf
Shoppers are increasingly faced with many options and cluttered shelves. Seek out ways to leverage new technologies like gamification to increase visibility and desirability of our brands
Gamification entices shoppers to pick up and interact with our brands at the shelf; moving the shopper decision from “do I pick this up?” to “do I put it in my basket?”
For more information on gamification
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In-store digital kiosks and signage help shoppers
Catch shopper attention Help shoppers learn about our brands
• Find products in store• Order product that
might not be in store (endless aisle)
For more information about digital signage
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Seek to use precision marketing and personalized recommendations
Mobile technologies can help customize offers
Actively capture user data like purchase history and user preference
Offer the most relevant deals to the right shoppers at the right time
For more information on precision pricing
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Strive for cross channel measurementOur products are being offered across more outlets and channels which requires truly integrated approach with cross channel promotions
In-store Retailer websites
Mobile
With the increasing growth of various forms of media, the ability to track success of each will allow us to evaluate and optimize media spend
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Key Takeaways
• Search for ways to leverage technology to bring visibility and desirability to our brands at the shelf
• e.g. Gamification
• In-store digital kiosks and signage can significantly help shoppers learn about, find, and purchase our products
• Precision marketing and personalized recommendations increase relevance with shoppers
• Use metrics to improve cross channel marketing initiatives
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For more information on our digital shopper pilots or to join the Emerging Shopper Technologies community please contact:
Alessandra Cascino Shopper Technology Manager [email protected] +1 (404) 676 5055
To download Introduction to Digital Key Learnings, please visit the Customer Portal
The Way of Shopper Marketing Classified - Internal use
THANK YOUFor additional information please visit the Shopper/Customer Marketing
Community at www.KOSCMarketing.com
