2. A DAY IN THE LIFE OF THE DIGITAL SHOPPER
How digital activation is used to influence the behavior of a young
married couple, John and Sarah, during a ‘typical day in their life’.

11. Consumers to Shoppers in Relevance and
Shoppers Control Creativity

12. Mobile Moments

13. Mobile Moments

14. Mobile Moments
Mobile scores highly Vs other channels
Reach Targeting Engagement Viral Transaction
Mobile
Internet
TV
Print
Radio
Outdoor
Chetan Sharma, January 2011, via Neilsen

15. Mobile Moments
Understand
speci c
behaviours
TNS: http://discovermobilelife.com/

16. Mobile Moments
Mindsets Motives Moods Mode
What people want Why people need How people feel How People do it

17. Mobile Moments
The Consumer
perspective:
The Journey

18. Mobile Moments
The Business perspective
1. Yield management is about optimising limited and perishable resources through timely pricing and communications.
Think about the Choice Architecture of consumers at different stages
Decision Criteria “Would you like an upgrade “Yes. Upgrade me!”
Day before
Sensory for $350?”
I deserve: Moments
Would you pay more or less for an empty flight? Text people a few days
before a flight and ask them if they would like to swap to a less Full flight.
2. Economics of Satisfaction relates to the economic impact of ensuring the customers are “satisfied” to drive
purchase, repeat purchase & advocacy; as well as reduce customer service issues and minimise negative word of mouth.

19. Mobile Moments
!"#$%&'&(#)
-$&,&./$") *+$%,&'&(#)

20. Mobile Moments
The Principles:
Mobile Moments

21. Mobile Moments
1. Be Contextual
#wisdomfromtheurinal

22. Mobile Moments
Retail installations can help provide consumers with “sales Aid” and generate commitment to the brand.
Flights to Sydney
You can get a 10% saving from using
AMEX when buying holidays and ights
with travel insurance.

23. Mobile Moments
2. Be timely & Placely
Scratch your customer’s itch
before they know they need to

24. Mobile Moments
Westpac

25. Mobile Moments
3. Be Useful. Don’t tell. Enable.
Give man a target and he will aim.
Telling is less effective than in uencing
and empowering.
#wisdomfromtheurinal

26. Mobile Moments
3. Be Useful. Don’t tell. Enable.
Give man a target and he will aim.
Telling is less effective than in uencing
and empowering.
#wisdomfromtheurinal

27. Mobile Moments
Milo have developed an App to help people organise
football or sports matches with their friends

28. Mobile Moments
4. Be Effortful

29. Mobile Moments
Brand experiences
like street theatre -
engage consumers,
create buzz and
drive footfall

30. Mobile Moments
5. Be omnipresent.

31. Mobile Moments
Nestle platform for Parents

32. Mobile Moments
6. Be Remarkable
#wisdomfromthecow

33. Mobile Moments
Identify the business & communication opportunities
Understand underlying consumer behaviour and emotions

34. From Armed To Charmed

35. From Armed To Charmed
Fear Of The Tech-
Empowered Shopper

36. From Armed To Charmed
Mobile Changing Shopping Behavior.....

37. From Armed To Charmed
.....But be aware of aggregate data
“In$a$December$survey$conducted$for$the$NRF,$about$11$percent$of$shoppers$said$they$had$used$a$
smart$phone$for$holiday$shopping.$Of$those$who$did,$26$percent$made$a$purchase,$34$percent$read$
product$reviews$and$60$percent$browsed$for$giFs$on$their$phones.“
60%$of$11%$is$6.6%
34%$of$11%$is$3.7%
26%$of$11%$is$2.8%

38. From Armed To Charmed
Clearing
the Fog

39. From Armed To Charmed
Mobile Shopper Research Study
Shoppers
Experts

40. From Armed To Charmed
Adoption of Mobile Shopping Services
Smart$phones$crossing$the$chasm
5% 15% 30% 30% 20%
Innovators Opinion Early Late Laggards
Leaders Majority Majority
Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.

41. From Armed To Charmed
The year of the
“not so smart”
phone user

42. From Armed To Charmed
Early Adoption
All the basics +
Bleeding edge apps
and services
Innovators
42% have used retailer apps
Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.

44. From Armed To Charmed
Opinion Leader
Actively using a
broad set of mobile
web-based search,
social, and
comparison tools
while shopping
Opinion Leaders
77% use search to look up product information in store
Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.

45. From Armed To Charmed
Early Main Stream
Simple-Savvy
mobile shoppers;
using email & text
as primary device
for brand comms
Early Majority
27% receive daily or weekly messages from brands
Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.

46. From Armed To Charmed
Mass Market
Mostly online
shopping tools;
consumer reports,
printing coupons,
Facebook
Late Majority
54% connect with friends while shopping
Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.

47. From Armed To Charmed
Key Takeaway - Mobile following online
LOOKED$THEN$BOUGHT$ LOOKED$THEN$BOUGHT$
BY$PHONE BY$ONLINE
Innovators Opinion Early Late Laggards
Leaders Majority Majority
LOOKED-AT-A-PRODUCT-IN-STORE-AND-THEN-BOUGHT-ONLINE
$ 85%$ 74%$ 66%$ 54%$ 29%
LOOKED-AT-A-PRODUCT-IN-STORE-AND-THEN-BOUGHT-ON-PHONE
$ 71%$ 27%$ 8%$ 1%$ 0%
Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.

48. From Armed To Charmed
Majority Adoption = ROI
Trusted?
Learned?
Needed?
Simplifying?
Innovators Opinion Early Late Laggards
Leaders Majority Majority
Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.

49. 50

50. Ques>on-#1
5 Things We Heard
Loud And Clear
From Shoppers
51

51. 1.-Give-me-value-AND-service
Checking-in-is-for-(in-this-order)-Loyalty,-Customer-Service,-Inventory-and-Deals-
52

52. 2. Make shopping
easier not more
complex
53

53. From Armed To Charmed
3. Give me multiple
points of access

54. From Armed To Charmed
4. Grow With Me Over Time

55. From Armed To Charmed
5. Know me@mobile

56. EXCUSE ME,
THERE’S A QR CODE IN MY SOUP

57. TV
AT HOME PRINT
RADIO
E
OUT OF HOM
ON THE GO
SIGNAGE
POSM
IN STORE
PACKAGING

58. ISHING
ADIO & PUBL
DIGITAL TV, R
ORKS
SOCIAL NETW
MOBILE APPS RS
PLING & E-VOUCHE
ONLINE SAM
TES
PRICE CO MPARISON SI
ES
GROUP D ISCOUNTS SIT
AT HOME DIGITAL OOH
ITY
AUGM ENTED REAL
QR CODES
S
MOBILE SITE
ON
IMAG E RECOGNITI
ON THE GO SMS/M MS/BLUETOO
TH
PPING
B ARCODE SHO
ITY
AUGM ENTED REAL
QR CODES
TS
DIGITAL CAR
IN STORE NS
IN STORE SCREE
RFID
-INS
M OBILE CHECK
S
IPHONE/IPAD

59. Photo: Philippa Willitts

60. SAMPLING ON DEMAND

62. PROMOS IN REAL-TIME

64. ENGAGING DRIVE TO STORE

66. TRULY INTERACTIVE DISPLAYS

68. SOCIAL SHOPPING

70. LIFESTYLE TARGETING

72. ANYWHERE PURCHASE

75. THANK YOU