Integrated Digital Marketing in Retail

By Fadi Sabbagha, Founder-CEO, Born Interactive

May 13, 2015 – BIFEX 2015

Brief Introduction

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Born Interactive – 360 digital integrated approach

Afghanistan Australia Bahamas Bahrain Benin British Virgin Islands CanadaChina Cyprus Egypt Finland

Germany Guinea Iraq JordanKSA Kuwait Lebanon Nigeria Oman Panama Qatar Singapore

Sudan Sultanate of Oman SwitzerlandSyria UAE UKEtc.

Work Delivered for

LebanonAshrafieh, Nasra, Me. Michel Tueni Building, 2nd Floor, Beirut 2062 4418, Lebanon

KSAKingdom of Saudi Arabia11537 Riyadh, P.O. Box: 68807Kingdom of Saudi Arabia

UAEDubai Media CityP.O.BOX 502080 DubaiUnited Arab Emirates

Selected References

Digital Marketing Today

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Digital Media:Where Are We Today?

Connected Web 2.0, 3.0 Broadband Rich Media Infinite content User Generated Content (UGC) Web, Mobile, Tablets Social Media, Power to the people! Etc.

Dominance of screen based media consumption

Source: Google “The New Multi-Screen World: Understanding Cross-platform Consumer Behavior” U.S., August 2012

New media consumption patterns and behaviors

Consumers switch between different screens, sites, channels, and devices to accomplish their goals

The origin of consumed information is increasingly hybrid and blurred

Keeping consistent brand representation across channels is crucial

Source: Google “The New Multi-Screen World: Understanding Cross-platform Consumer Behavior” U.S., August 2012

What matters most!

How people interact

with content

Evolution of

software

Evolution of Data

Evolution of

Networks

Evolution of

Technology

Source: Multiple

Growth in internet penetration and social media usage in MENA and the Arab World

90 million internet users in the Middle East

i.e. 3,7% of the world’s population

The No. 2 region in terms of the number of mobile phone owners is the Middle East and Africa

285 Million YouTube video views per day in MENA, 90 Million in KSA

2 hours of YouTube video is uploaded in the Middle East per minute

3,766,160 Active Users (as of March 2013)

Nearly ¾ of all MENA tweets are in Arabic

5,564,890 tweets produced by Twitter users in the Arab world per day in March 2013

10 million users (in 2013), up from 5.8 million users in 2012

72% Growth in 1 year

56 million active users in MENA (2013)

28 million log on daily, 15 million via mobile

33 million access accounts via a phone or a tablet each month

In the Middle East and Africa, more than nine in 10 web users go online via mobile phones

Smartphone is projected to grow up to 39% by 2015

93% of Middle East smartphone owners use their smartphones at home

Sources: 1. “Arab Social Media Report” Vol2, No1 | 2. Discover Digital Arabia, Arabnet “MENA in a Nutshell” InfographicSlideshare ICT Qatar - Social Media in the Middle East: The Story of 2013

Internet Penetration in Lebanon Versus Middle East

Lebanon Middle-East

Population 4,151,234 236,137,235

Online Population 3,336,517 113,609,510

Penetration Rate 80.4% 48.1%

Source IWS end of 2014

The Responsive Marketing Approach

Digital Solutions Spectrum

Solution Component

s

Website/Blog/Store

User Experience, eCommerce

Mobile/TabletResponsive Web,

Apps

MicrositesSeparate

platforms for social activities

Social Media Engagement,

Reach, activation, conversion

CRM/Loyalty

Platforms

Paid Advertising

Ambient MarketingTangible media

Advanced, Flexible and Customized Platforms

YOUR BRAND

Digital Strategy

Source: socialmedianz.com

Right MessageRight Time

Right PersonRight Device

Digital in RetailWhat we’ve been doing for the past few years…

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Spinneys Online Delivery

Blom Bank | Golden Points

Blom Bank – Beirut Traders AssociationShop & Save Mobile App

SACO - KSA

SACO - KSA

It’s all about customer experience!

How can you truly make shopping faster, safer, more accessible and more enjoyable for your customers?

Trends for Retail

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The Connected Consumer

The Connected Customer

Customers use digital technology to connect to information, people and devices at home, on-the-go and in-store

Opportunity of the connectivity already in the pockets of connected customers – the smartphone

Data and Analytics

Data and Analytics

Measurable digital technologies Profiling capabilities Technology to understand and measure

your customer’s behavior

Social Commerce

Social Networks As Shopping Platforms

Social networks beyond just marketing your brand but for selling and integrating your commerce site

Your social channels for reach, engagement and conversion as well

Social Networks As Shopping Platforms

Social networks beyond just marketing your brand but for selling and integrating your commerce site

Your social channels for reach, engagement and conversion as well

Source: www.vendhq.com

Automated Shopping

Automated Shopping

Automating the purchase of basic utilities

Diverging the shopping experience into entertainment or even a ‘form of self-expression’

Delegating the tedious part of shopping to technology

Humans to focus on the fun and experience aspects of it.

Factors that make automated shopping possible:

Internet of things Sensors in everything Online payment applications

The Customer Experience

The Customer Experience

The customer’s journey through the retail space and digital space is becoming the main focus of retailers.

By providing solutions to all aspects of customer service through technological solutions, the process of storytelling is essential to keep customers coming back within a highly competitive industry.

The physical space is becoming the center of the community around the brand, not just a purchasing center.

Importance of ambient, tangible and digital signage technologies to enhance the experience

Use retail as media for extended online shopping experiences

Visual Experience

Visual Experience: Online and Offline

With more people buying via online and mobile channels the product picture and brand image are becoming king.

Not only that, the internet visual trends are affecting physical stores interior design.

Example: Things organized neatly: from online shops to physical retail

Mobile

Mobile Experience

Extending the shop experience: augmented reality, recommendations, advice, etc.

Personalization Social dimension Availability and multimedia mix:

visual, audio and interactivity, 24/7 Connectivity already in the pockets

of connected customers. Avoid being intrusive

Experiment With Technology

Technologies to Experiment With

Beacons

Wearables Augmented Reality 3D PrintingPOS Technology

On a last note…

• Assess properly the digital readiness of your target audiences

• Avoid old push and intrusive models, just by modernizing them, think user-centric

• It’s not about how to incorporate this new technology in the customer experience, but what technologies we can use to suit this business model.

Thank You!

Fadi Sabbagha, Founder-CEO, Born InteractiveE: fsabbagha@borninteractive.com | http://www.borninteractive.com  Twitter: @fadisabbagha