Date post: | 13-Apr-2017 |
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Marketing |
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January 2017
AR Gaming:
Launching a Portfolio Wide Pilot in 8 Weeks
Deborah Owen-Ellis [email protected]
2
Always on: keeping up with mobile
Industry shows a huge increase in mobile consumption:
John Lewis Partnership: Mobile sales up 80% (37% web traffic comes from Mobile)*
Sainsbury’s: Online sales +9% (for 15 weeks to 7th January), inc. Argos sales +18%*
Argos: £1 billion of sales through a mobile device*
Media is shifting online: consumption is via mobile:
77% of content shared via mobile takes place on messaging apps**
Facebook accounts for 63% of messaging apps
Over 1 billion Facebook messages sent monthly between brands and customers
Customers 53% more likely to shop with a company they can contact on a chat app
*MW Jan17. **RadiumOne - MW November 2016
The retail business plan:
“Creating outstanding places for modern consumer lifestyles”
“somewhere you want to spend the day” and “for what you need when you need it”
3
Keeping sight of our objectives…
Marketing Strategy:
Deliver targeted footfall
Support occupiers sales targets
Help drive equivalent rental value
By…
Creating a compelling proposition
Customer retention and acquisition
Enhancing customer experience
Achieving brand awareness in catchment penetration
We cannot ignore the success of Pokémon Go
Virtual Reality (VR) – An artificial environment
created with software
Augmented Reality (AR) – The integration of digital
information with the user’s environment in real time
Tim Cook (Apple) – “VR, I think, is not gonna be that
big, compared to AR” (Utah Tech Tour, Mashable UK)
Harvard Business Review – “Deciding how to play
early, and which bets to place now, will let retailers take
the lead in this technology” (Virtual and Augmented
Reality Will Reshape Retail)
With this in mind, we seized an opportunity and
made it our own…
4
AR, quizzes or apps?
5
We couldn’t do it alone…
Formed a great partnership with Harmony, an award winning,
innovations based digital realities company
• Augmented and Virtual Reality with the biggest agencies
and brands
• Delivering leading edge solutions
• Client base including Bentley, Unilever and Sky
6
When is a pilot not a pilot?
Kick-off meeting
September
Development
October
Launch
November
Initially 12 centres quickly rose to 21 centres - Inverness to Plymouth
We embarked on learning from a large pilot, across a diverse portfolio and formed great
partnerships…
7
Delivering commercial objectives in a creative way
Combining on-site behaviour with social activity, technology and physical space
The aims for Christmas 2016 were to:
Drive footfall
Drive in-centre buzz and fun for the family
Drive brand loyalty
Position ourselves as a leader in property for technological innovation
Drive PR as a leader within the retail real estate world
9
PDQ marcomms implementation at peak trading…
PRE-LAUNCH
•National and Local PR
•Website / CRM teaser
LAUNCH
SocialCentre messagingLocal communityInfluencersCRMOnline Communities
MOMENTUM
•Social
•CRM
•Video content
CLOSE
•National and Local PR
•Video content
In-centre Messaging
Floor
Markers
Advertising
DigitalPR
Print Material
Social
Owned
media
Bought
media
Earned
media
10
New thinking, another new relationship…
More effective targeting was required:
We knew we could media buy to a hyper-acute audience
We wanted more engagement to encourage the “share factor”
Introducing Social Chain…
Average age of 22 years’ old - creative millennials
Social Media Agency of the Year – The Drum Network Awards ’15
Own and manage hundreds of social media accounts
Over 300 million followers and growing!
Client list ranges from BBC to ASOS
11
Meeting Freezy…
7th November 2016
UK’s largest ever augmented reality
game in retail property
21 local and regional centres across the
company’s multi-let retail portfolio
Five step virtual present hunt
Finished 24th December 2016
Harnessing technology to enhance and
enliven the consumer experience
13
Trials and tribulations
Condensed Development
Alpha
31/10
Beta
03/11
Live
07/11
Suggested Timeframe
18 weeks British Land Timeframe
8 weeks
Speed
WeatherTargeted content
Diverse Centres
Prize Winners
Alpha, Beta, Live
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Learnings
• Frequency essential to drive a message
• Importance of social media – consumers are “always
on” and so we need to be
• Consumers love video –if we cannot create content,
we need to curate it
• Being mobile first has to be a key driver in the
strategy to have the power to influence
• AR to engage customers at centres is a win-win for
us