In his Shopper Marketing Asia 2014 talk, our CEO Arthur Policarpio discuss showrooming and reverse showrooming. He also gives strategies on how retailers can respond by integrating mobile in the shopping journey.

1. Shopper Showrooming:
Retailer Strategies in a Smartphone World
by Arthur Policarpio
Head of Mobext
Asia-Pacific
Phuc.Truong@mobext.com

2. The world’s largest mobile marketing agency network
21 offices worldwide and growing

3. Full Service Agency
EMERGING
TECHNOLOGIES
DEVELOPMENT
SITE & APP
MEDIA PLANNING
& BUYING
DISPLAY/RICH MEDIA
SOCIALLOCATION
MULTIPLATFORMAPPS
VIDEO/GAMES
SMS/IMAGE RECOGNITION
QR/2D/BAR CODES
AUGMENTEDREALITY
Phuc.Truong@mobext.com
SEARCH
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4. Amazon Push for Showrooming

5. Smartphone Growth = Showrooming Explosion
Source: TNS Global 2013

6. Who are the Showroomers?
Source: TNS Mobile
Life 2013

7. Why do they Engage in Showrooming?

8. Retailers Fight Back

9. But reverse showrooming, in fact, is a bigger
trend
Source: Accenture 2013

10. What is reverse showrooming?

11. Majority use their smartphones for research
prior to purchase
Source: Krillion, 2013

12. What are consumers searching for on mobile?
Source: Google 2013

13. Digital Has Transformed the
Shopper Path to Purchase
Then

14. Now

15. How should retailers
respond?

16. STRATEGY #1:
Invest in mobile + social to drive
word-of-mouth marketing

17. SOCIAL MEDIA = MOBILE
945 M active
monthly mobile
users
(out of 1.23 bn total
monthly users)
53%
of total revenues
coming from mobile
*(Facebook 2013 Q4 report)
75%
monthly active users
coming from mobile
65%
of revenues come
from mobile
*(Twitter 2013 Q43report)
¾
of all usage comes
from mobile

18. Time spent on mobile social > desktop

19. Asia leads mobile-social use

20. What are retailers doing on
social media?

21. Walmart on Facebook
Most followed retailer, with over 34 M fans!

22. “My Local Walmart” Facebook program

23. Nordstrom on Pinterest
Most followed brand,
with 4.4 million followers

24. in-store integration
of social “voting”

25. Saks Fifth Avenue on Vine
#SaksIn6 : Recreating instore tutorials in 6 seconds

26. STRATEGY #2:
Integrate mobile across all media to
drive in-store visits and trial

27. Bring catalogues to life: IKEA

28. IKEA Augmented Reality catalogue

29. Unlock exclusive content:
Macy’s Backstage Pass

30. Macy’s Backstage Pass

31. Target: Get gift ideas anywhere with QR

32. Get in-store deals with mobile coupons

33. STRATEGY #3:
Dominate Search

34. Mobile search will surpass desktop

35. Searches done on mobile
lead to immediate
conversion
Source: Google & Nielsen

36. Create smarter search ads
Google’s Enhanced Campaigns

37. STRATEGY #4:
Invest in location-based marketing

38. Google Map ads
• Reach customers
searching for
businesses like yours on
Google Maps
• Click-to-call and tap for
directions

39. Mobile points customers to your
direction

40. McDonald’s Extended Hours:
Driving business to late-night stores through
mobile ads

41. 2014: The Year of the
Beacons?

42. How do iBeacons work?

43. STRATEGY #5:
Invest in your own
mCommerce site + app

44. Walmart‘s mobile app users...
Make 4 more trips each
month than non-mobile user
•
• Spend 40% more than the
average shopper

45. In-store mode
• See
what’s new & on sale
• Create shopping lists
• Scan and Go

46. Out –of-Store mode
Check items in-store
Check inventory + delivery

47. 12% of
online
sales
from the
app happen during
the app’s in-store
mode

48. Scan and Go

49. 49

50. STRATEGY #6:
Mobilize your loyalty program

51. SHOPKICK: Earn points just by walking
in-store

53. How big is Shopkick?
#1
Shopping app
7 million
gift cards
redeemed
$800 M
Sales
delivered to
partners
70 million
Product scans
*More frequent and prolonged usage than
physical retailers’ own apps, including
Starbucks, Walmart, Walgreens, and
Safeway

54. CONCLUSION

55. Integrate Mobile in the Shopper Journey
AWARENESS
LOYALTY
TRIAL
PURCHASE
CONSIDERATION

56. Mr. Arthur Policarpio
Managing Director
Mobext Asia-Pacific
arthur.policarpio@mobext.com
+639175694375
@art_policarpio (Twitter)
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