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Combat Showrooming with Personalization OCTOBER 24, 2013!
Alex Campbell, Co-founder and CIO, Vibes @Alexgcampbell!
Mark Tack, Vice President, Marketing, Vibes @MarkTack!
#Showrooming!
2013 Mobile Consumer Trends!
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Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Methodology
Showrooming 2.0
Personalization
Mobile relationship management
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Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Methodology!
Overview
§ Vibes partnered with Equation Research to conduct a quantitative research effort to understand the mobile device usage, shopping habits, behaviors and motivations of the connected consumer.
Methodology § Fifteen minute online quantitative survey.
§ Respondents recruited via paid national panel sample.
§ Fieldwork conducted July 16-18, 2013.
Sample § Total n=1,000
§ Smartphone owners
§ Ages 18+
§ U.S. residents
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Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Showrooming 2.0!
#Showrooming!
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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%!
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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
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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
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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
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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%!
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Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Reaching the showrooming shopper!
Showroomer vs. Non-Showroomer – Channel preferences!
Non-Showroomers Showroomers
77.6%!
65.6%!
E-mail! App! Facebook! Text!
52.8%!
68.2%!63.4%!
53.5%!
34.6%!35.7%!
24.4%!15.9%!
Twitter!
119%!
Source: Vibes 2013 Mobile Consumer Survey – August 2013 Base: Total n=1,000
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Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Personalization: The anti-showrooming weapon!
#Showrooming!
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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!
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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
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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!
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Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Maximizing your mobile relationships!
Too many messages or updates!
What actions would make you unsubscribe from a retailer or brand?!
66% 56%
40% 32%
20% 9%
1% 7% The
information wasn’t relevant
to me!
The coupon or incentives
were not good enough!
The messages
were untimely!
I couldn’t personalize
the information I received!
Too few messages!
Other! None of the above!
350%
13%
Source: Vibes 2013 Mobile Consumer Survey – August 2013 Base: Total n=1,000
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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!
year-over-year increase in
consumers who make purchases based on in-store
text message or QR-code scan!
156% 89% 186%
Source: Vibes 2013 Mobile Consumer Survey – August 2013 Base: Total n=1,000
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Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Mobile Relationship Management!
#Showrooming!
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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.!
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Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Mobile relationship management!
§ Technology is the core of Mobile Relationship Management
§ Work with a technology platform that allows you to manage your customer relationships at scale
§ Integrated platform that allows you to execute across channels
Technology!
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Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Mobile relationship management!
§ Integrate your mobile marketing strategy into your overall marketing mix
§ Mobile should work with your other marketing channels like email, direct mail, in-store and social media
§ Apply your CRM strategies to mobile
Strategy!
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Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Mobile relationship management!
§ Execute based on your current mobile maturity
- Walk: take a project-based approach with mobile
- Run: take a program-based approach
- Fly: true Mobile Relationship Management
Execution!
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Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
Mobile relationship management!
§ Leverage the data your are collecting to drive engagement with your customers through personalized mobile experiences
§ Augment your data with mobile behavioral data to deliver true one-to-one marketing
§ Get started!
Data!
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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.!
Combat Showrooming with Personalization OCTOBER 24, 2013!
Alex Campbell, Co-founder and CIO, Vibes @Alexgcampbell!
Mark Tack, Vice President, Marketing, Vibes @MarkTack!
#Showrooming!
2013 Mobile Consumer Trends!
25
Source: Vibes 2013 Mobile Consumer Survey – August 2013 ©2013 Vibes All rights reserved. Confidential
www.vibes.com • [email protected] 312.753.6330 main • 312.589.6960 sales
Thank you!!