Online to Offline How local mobile search drives in-store

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The current state of mobile marketing for retail

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FrédéricLaurendeauFounding President

Online to OfflineHow local mobile search drives in-store foot traffic

GOAL : Know your customers’ mobile behaviour

Stage 1 : The Origins (« Yesterday »)

Stage 2 : The Revolution (« Rise of the SoLoMo »)• Customers expectations • Customers mobile moments

Stage 3 : The New World Order (« Local mobile search »)• Mobile « everywhere »• Mobile is local

Stage 4 : The Mutations ( « Richer, more complex »)• The modern marketing toolbox • Looking ahead

We’re about Marketing Innovation

Airline

Tourism

Banking & Finance

Public transport

Real Estate

Mobile Payment

Retail

Events

Insurance

Innovations in Customer Experiences

Strategy & Creativity

Technology Monitoring

Gaming

Education

mInteractive display

Services Industry sectors

Key concepts

How local mobile search drives in-store foot traffic

Key concepts

How local mobile search drives in-store foot traffic

Key concepts

How local mobile search drives in-store foot traffic

purchases

Key concepts

How local mobile search drives in-store foot traffic

purchases

ENGAGEMENT!

Key concepts

How mobile search drives in-store engagement

OFFLINE & ONLINE : THE QUEST FOR CUSTOMERS

CUSTOMERS

OFFLINE

ONLINE

Stage 1 – The Origins : « Yesterday »

• Traditional marketing tools used to be sufficient to attract and win customers

• Retail stores were only facing local competition

OFFLINE used to be the only « Power » in the quest for customers

THEN THE CUSTOMER’S PATH TO PURCHASE CHANGEDTechnology disrupted the linear buying process and behaviour

In-store traffic was the result of a simple equation

Yesterday

Next Latte:50 meters!

Yesterday versus Today

Stage 2 – The Revolution : « Rise of the SoLoMo »

Procter & Gamble: First & Second Moments of Truth

Moment of TruthIn Customer Service, instance of contact or interaction between a customer and a firm (through a product, sales force, or visit) that gives the customer an opportunity to form (or change) an impression about the firm.

First : ShelfSecond : experience during the life of the product

Introducing the Moments Of Truth (a classic, already!)

Stage 2 – The Revolution : « Rise of the SoLoMo »

Google: the Zero Moment of Truth

EachEngaged Customer becomes aBrand Ambassador

... Customers’ Expectations Evolved...

« To Find exactly What I want,in my immediate context,

at the exact moment I need it ! »

IMMEDIATE1

SIMPLE2

RELEVANT3

... Mobile Moments Play a Crucial Role...

DISCOVER

EXPLORE

BUY

USE

ASK

ENGAGE

FORRESTER : A mobile moment is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context.

Newsletter

Time-Sensitive Offers

Flash Sales

Engagement-Focused

Proactive information

Share, Personalize

Discover Use

Explore Ask

Buy Engage

Stage 3 – The New World Order : « Mobile everywhere »

Smartphone users owning at least one other connected

device

Year when local mobile search will exceed desktop searches

Canadian adults owning a smartphone

46% 201556%

Mobile phone users accessing Local content

Smartphone owners using their device in stores to shop

Customers preferring ads to be local

48% 80%4 in 5

... TELL ME WHO YOUR CUSTOMERS ARE...

KNOW your customers local search habits, behaviour & intentions

Search on for

Address / directions

Opening hours

Products

duringWork hours

Evening

Use what you KNOW : The modern marketing toolbox

Stage 4 – The mutations : « The modern toolbox »

• Geo-fencing & Location-based Ads• Google Plus• Radius bidding• Loyalty programs & Daily deals• iBeacons & Push Notifications• In-Store Experience• A/B Testing for in-store drivers• Mobile payments• …

x2Shopping searches are two times

more likely to be performed in-store

50%Of customers who conducted a local search on their smartphones visited

a store within a day

3 of 4Mobile searches that end in

purchase bring customer to an offline store

Stage 4 – The mutations : « The modern toolbox »

Stage 4 – The mutations : « Looking ahead »

• Online strategy (Local mobile search) MUST drive in-store traffic

• In-store experience MUST improve customer engagment

• Customer engagement results in more exposure as customer become a brand ambassador

• Exposure leads to PURCHASES both ONLINE & OFFLINE

OFFLINE & ONLINE strategies Must become complementary

Stage 4 – The mutations : « Looking ahead »

• Find ways to harmonize the customer’s experience from the moment he searches on his mobile until he WALKS OUT of the store

• New technologies & tools are available to design an integrated experience throughout the buying process

• A multichannel strategy is key

Building bridges between online customer insights & in-store experience

Sources

• http://www.cision.com/us/2013/06/50-mobile-search-stats-and-why-you-should-care/

• http://googlemobileads.blogspot.ca/2013/03/mobiles-immediacy-effect-half-of-mobile.html

• https://www.thinkwithgoogle.com/research-studies/mobile-in-store.html

• http://solutions.forrester.com/mobile/landing-61Q6-3212NK.html

• http://urbanairship.com/lp/gimbal-urban-airship-partnership-webinar?email=a.balde%40mphase.ca&direct=true

• http://www.localsearchassociation.org/Main/Infographics.aspx

• https://www.comscore.com/Insights/Events-and-Webinars/Webinar/2014/Trends-Shaping-Local-Search-in-2014

• http://www.acromobile.com/success-stories-0/bid/310310/Mobile-Engagement-Requirements-for-Retail

• http://www.cbc.ca/news/business/smartphone-use-way-up-in- canada-google-finds-1.1384916

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Thank You

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