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Mobile Retail!
Engaging Your
Customers in Your Store!
Nick Fotis!
    Manager, Digital Strategy!

    Arc Worldwide!
Agenda!

 Retail innovation in the context of
 successful use!


 Guiding strategic tenets !


 Where to start!
We need an app!!
Letʼs do QR codes!!
We should be

 doing LBS!!
New technology is implemented
successfully when...

!
 It addresses a defined         There is a defined
 marketing objective!          lifecycle!

 There is a clear purpose      A promotional plan is in
 why a shopper would use it!   place to support it!


 Our shoppers use
 the technology!
Case studies!
Carlʼs Jr / Hardeeʼs

Happy Star Rewards Mobile Application!
Carlʼs Jr / Hardeeʼs

TV Promotion!
Carlʼs Jr / Hardeeʼs

Program Elements!
                                                                                        Social!
                                                                                        Native Facebook app
                                                                                        features game functionality!
Rewards Program integrated
across platforms!




                             Apps!                      LBS!
                             Native apps in Android &   Tied to Hardee's/Carl's Jr.
                             iPhone platforms!          store locator, rewards issued
                                                        for check ins!
How Carlʼs Jr/Hardeeʼs Created Meaning

!
 marketing objective!       lifecycle!
 Drive store visits!        Lives with the rewards program!


 purpose!                   promoted!
 Get deals!                 TV, online: Rewards Program
                            integrated across platforms!
 use!
 Non-smartphone users
 served by Facebook App!
GNC

Live Well iPhone App!
QuickTime™ and a
         decompressor
ar e needed to see this picture.
How GNC Created Meaning

!
 marketing objective!           lifecycle!
 Drive sales!                   Solves a core business challenge!

 purpose!                       promoted!
 Help shoppers understand       In store, on website!
 stuff in bottles!

 use!
 Shoppers have iPhones,
 mobile site supports others!
IKEA

Spain Mobile Catalog!
IKEA

Program Elements!




                                                                                   Augmented Reality!
                                                                                    App stores pictures of items,
                                                                                            overlays them on to 

                                                                                               the camera view!
Messaging!                  Mobile site!                     LBS!
Users can sign up for SMS   Mobile site built around store   Linked with 

alerts of Ikea news 
       locator, also showcases deals    Ikea store locator!
and specials!               and engaging content !
How IKEA Created Meaning

!
 marketing objective!            lifecycle!
 Drive sales, reduce returns!    Ongoing – solves a core 

                                 business challenge!
 purpose!
 A key challenge of furniture
                                 promoted!
                                 In store, on website, in catalog!
 shopping: visualizing how
 furniture fits into home!

 use!
 Global experience with iPhone
 apps, site serves everyone!
Coach

The Kristin Collection!
Mobile Retail - Engaging the Customers in your Store
How Coach Created Meaning

!
 marketing objective!          lifecycle!
 Drive sales!                  Can live on by creating programs
                               around different designers!
 purpose!
 Deepen shopper/designer
                               promoted!
                               In store, on site!
 connection!

 use!
 Coach shoppers index higher
 to smartphones!
Old Navy + Shazam Partnership

Old Navy Records!
QuickTime™ and a
         decompressor
ar e needed to see this picture.
How Old Navy Created Meaning

!
 marketing objective!         lifecycle!
 Drive brand engagement!      Could live on with new artists,
                              commercials!
 purpose!
 Deepen connection 

                              promoted!
                              In store, on site, TV!
 with shoppers via music!

 use!
 Teens index higher to iPod
 Touch, Android devices!
iButterfly

Experimental Coupon Platform!
QuickTime™ and a
         decompressor
ar e needed to see this picture.
How iButterfly Created Meaning

!
 marketing objective!                   promoted!
 Deliver coupons to shoppers!           Online!

 purpose!
 Gamifies deal acquisition!

 use!
 Implements technology that can be
 used by the primary target audience!
Toys r us

Bar code coupons, SMS alerts!
Toys r us

Program Elements!




Apps!                LBS!             Code scanning!      Messaging!
Native iPhone app!   Store locator!   Scan barcodes for   Coupons delivered via SMS!
                                      product details!
How Toys R Us Created Meaning

!
 marketing objective!          lifecycle!
 Drive sales!                  Solves long term
                               business challenges!
 purpose!
 Close sales through coupons
                               promoted!
                               Online, in store!
 and product information!

 use!
 Significant share of parents
 using advanced devices!
GranataPet

GranataPet Snack Check!
GranataPet

GranataPet Snack Check!




                                                  LBS!                   Ads!
                                                  Foursquare check in!   Digital outdoor ads!




                  Sampling!
                  Digitally activated sampling!
How GranataPet R Us Created Meaning

!
 marketing objective!            lifecycle!
 Drive trial!                    Short term!

 purpose!                        promoted!
 See the satisfaction dogs get   Promotes itself!
 from GranataPet food!

 use!
 Any device that can
 run Foursquare!
Where to Start!
Where to start?!

 purpose!
 What is the primary need?!

 discovery!
 Can users find us?!


 Learnings!
 What is success? Are we measuring success?!
Thank You!
      Nick Fotis!
      @nick_fotis!
      nick.fotis@arcww.com!
      Manager, Digital Strategy!
      Arc Worldwide!

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Mobile Retail - Engaging the Customers in your Store

  • 2. Nick Fotis! Manager, Digital Strategy! Arc Worldwide!
  • 3. Agenda! Retail innovation in the context of successful use! Guiding strategic tenets ! Where to start!
  • 4. We need an app!!
  • 5. Letʼs do QR codes!!
  • 6. We should be
 doing LBS!!
  • 7. New technology is implemented successfully when...
 ! It addresses a defined There is a defined marketing objective! lifecycle! There is a clear purpose A promotional plan is in why a shopper would use it! place to support it! Our shoppers use the technology!
  • 9. Carlʼs Jr / Hardeeʼs
 Happy Star Rewards Mobile Application!
  • 10. Carlʼs Jr / Hardeeʼs
 TV Promotion!
  • 11. Carlʼs Jr / Hardeeʼs
 Program Elements! Social! Native Facebook app features game functionality! Rewards Program integrated across platforms! Apps! LBS! Native apps in Android & Tied to Hardee's/Carl's Jr. iPhone platforms! store locator, rewards issued for check ins!
  • 12. How Carlʼs Jr/Hardeeʼs Created Meaning
 ! marketing objective! lifecycle! Drive store visits! Lives with the rewards program! purpose! promoted! Get deals! TV, online: Rewards Program integrated across platforms! use! Non-smartphone users served by Facebook App!
  • 14. QuickTime™ and a decompressor ar e needed to see this picture.
  • 15. How GNC Created Meaning
 ! marketing objective! lifecycle! Drive sales! Solves a core business challenge! purpose! promoted! Help shoppers understand In store, on website! stuff in bottles! use! Shoppers have iPhones, mobile site supports others!
  • 17. IKEA
 Program Elements! Augmented Reality! App stores pictures of items, overlays them on to 
 the camera view! Messaging! Mobile site! LBS! Users can sign up for SMS Mobile site built around store Linked with 
 alerts of Ikea news 
 locator, also showcases deals Ikea store locator! and specials! and engaging content !
  • 18. How IKEA Created Meaning
 ! marketing objective! lifecycle! Drive sales, reduce returns! Ongoing – solves a core 
 business challenge! purpose! A key challenge of furniture promoted! In store, on website, in catalog! shopping: visualizing how furniture fits into home! use! Global experience with iPhone apps, site serves everyone!
  • 21. How Coach Created Meaning
 ! marketing objective! lifecycle! Drive sales! Can live on by creating programs around different designers! purpose! Deepen shopper/designer promoted! In store, on site! connection! use! Coach shoppers index higher to smartphones!
  • 22. Old Navy + Shazam Partnership
 Old Navy Records!
  • 23. QuickTime™ and a decompressor ar e needed to see this picture.
  • 24. How Old Navy Created Meaning
 ! marketing objective! lifecycle! Drive brand engagement! Could live on with new artists, commercials! purpose! Deepen connection 
 promoted! In store, on site, TV! with shoppers via music! use! Teens index higher to iPod Touch, Android devices!
  • 26. QuickTime™ and a decompressor ar e needed to see this picture.
  • 27. How iButterfly Created Meaning
 ! marketing objective! promoted! Deliver coupons to shoppers! Online! purpose! Gamifies deal acquisition! use! Implements technology that can be used by the primary target audience!
  • 28. Toys r us
 Bar code coupons, SMS alerts!
  • 29. Toys r us
 Program Elements! Apps! LBS! Code scanning! Messaging! Native iPhone app! Store locator! Scan barcodes for Coupons delivered via SMS! product details!
  • 30. How Toys R Us Created Meaning
 ! marketing objective! lifecycle! Drive sales! Solves long term business challenges! purpose! Close sales through coupons promoted! Online, in store! and product information! use! Significant share of parents using advanced devices!
  • 32. GranataPet
 GranataPet Snack Check! LBS! Ads! Foursquare check in! Digital outdoor ads! Sampling! Digitally activated sampling!
  • 33. How GranataPet R Us Created Meaning
 ! marketing objective! lifecycle! Drive trial! Short term! purpose! promoted! See the satisfaction dogs get Promotes itself! from GranataPet food! use! Any device that can run Foursquare!
  • 35. Where to start?! purpose! What is the primary need?! discovery! Can users find us?! Learnings! What is success? Are we measuring success?!
  • 36. Thank You! Nick Fotis! @nick_fotis! nick.fotis@arcww.com! Manager, Digital Strategy! Arc Worldwide!