Cabela's: Adding Context To Next Generation Marketing
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Join guest speakers Gregory Hickman, Mobile Marketing Manager at Cabela’s and Julie Ask, Analyst at Forrester Research, Inc. as they discuss the opportunity for retailers and brands to better engage the perpetually connected consumer, delivering the right message to the right person at the right time and place, driving store traffic and enhancing the in-store experience. This session is brought to you by Digby, the leader in location-based marketing technology for retailers and brands.
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Cabela's: Adding Context To Next Generation Marketing
- 1. Cabela's: Adding Context To Next Genera6on Marke6ng Presented by Session sponsored by
- 2. #CCSeries13 About CCS 2013 ü 9 Webinars, 4 Days ü Sessions covering Mobile, Social, Store Ops, X-Channel, and more ü Featuring industry analysts and consultants ü Free for Retail executives www.retailtouchpoints.com/connected-consumer-2013
- 3. #CCSeries13 Follow The Webcast On Twi:er #CCSeries13 @ConnectConsumer @RTouchPoints
- 4. #CCSeries13 About Retail TouchPoints ü Launched in 2007 ü More than 25,000 subscribers ü Provide executives with relevant, insightful content ü Free Resources such as White Papers, E-book, Webinars, Research and Podcasts www.RetailTouchPoints.com
- 6. #CCSeries13 Today’s Panelists Julie Ask VP, Principal Analyst Forrester Research Debbie Hauss Editor-in-Chief Retail TouchPoints MODERATOR Eric Newman VP, Products and Marketing Digby Greg Hickman Mobile Marketing Manager Cabela’s
- 8. Mobile Commerce: Key Trends Julie Ask, Vice President May 22, 2013
- 9. Mobile will be the primary digital connection to your customers.
- 10. A quote from Forrester’s James McQuivey: › "When consumers adopt technology, they do old things in new ways; when people internalize technology, they find new things to do." For the most part, we are still doing old things in new ways ….
- 11. © 2012 Forrester Research, Inc. Reproduction Prohibited Consumers use phones while shopping 11 Source: North American Technographics® Retail Online Survey, Q2 2012 (US) “Which of the following have you ever used your cell phone/smartphone for?” 3% 5% 5% 6% 6% 6% 7% 8% 8% 9% 9% 9% 9% 11% 17% 18% To reserve items at a store for pickup To look for online self To store my membership card/loyalty card To access my loyalty rewards account To "check-in" to a store using a location based application To learn about an in-store promotion or event To check in-store availability of a product To check availability of a product in an online store To take picture of myself in a product to share with friends To read customer reviews of a product To scan 2-D barcodes to get additional information To find or redeem a coupon/coupon code To compare physical store prices with online prices To look up product information while shopping in a store To take picture of a product to share with friends To locate a nearby store or to check store hours Base: 3,842 US online adults (18+) who own cell phones
- 12. © 2012 Forrester Research, Inc. Reproduction Prohibited … and they use them in stores 12 Source: North American Technographics® Retail Online Survey, Q2 2012 (US) “Which of the following have you ever used your cell phone/smartphone for?” Base: 3,842 US online adults (18+) who own cell phones In-store
- 13. © 2012 Forrester Research, Inc. Reproduction Prohibited They are still doing old things in new ways 13 Source: North American Technographics® Retail Online Survey, Q2 2012 (US) “Which of the following have you ever used your cell phone/smartphone for?” Base: 3,842 US online adults (18+) who own cell phones New Things
- 14. © 2012 Forrester Research, Inc. Reproduction Prohibited Mobile Trends: Consumer Impact 1. Mobile platforms will be the catalyst for the next generation of connected experiences 2. Tablet commerce will outpace mobile commerce, but the comparison is irrelevant 3. Sophisticated analytics wrapped around big data will power next generation, smart apps 4. Mobile will play a leading role in engaging consumers in emerging markets
- 15. © 2012 Forrester Research, Inc. Reproduction Prohibited Mobile Trends: Enterprise Impact 5. Mobile will require more formal organizations, process and governance 6. Strategic staffing will increase in importance 7. Spending will increase – especially to enable mobile services 8. The availability of adjacent technologies will limit mobile services The age of mobile on the cheap is over
- 16. 7. Spending will increase: the majority of mobile costs are to support the back end February 2013 “2013 Mobile Trends For eBusiness Professionals”
- 17. © 2012 Forrester Research, Inc. Reproduction Prohibited 13% 1% 1% 3% 4% 21% 15% 15% 28% I don't know More than $50M USD Between $20M and $50M USD Between $10M and $20M USD Between $5M and $10M USD Between $1M and $5M USD Between $500K and $1M USD Between $250K and $500K USD Less than $250K USD Investments in mobile are too small with 58% spending less than $1M annually What kind of investment in mobile do you foresee your company making in 2013? (We’re referring here to external spend on services and vendors) Base: 160 eBusiness Professionals Source: Global Mobile Maturity Survey (Q4 2012) Don’t take this as a benchmark – take this as a data point that mobile efforts are underfunded. Industry leaders are well into the seven- if not eight figures annually.
- 18. © 2012 Forrester Research, Inc. Reproduction Prohibited Mobile Trends: Business Models 1. Offer deeper consumer engagement 2. Evolve into real-time interactions that depend heavily on contextual information 3. Alter pricing models 4. Up-end existing cost structures (lower barriers to entry) and disintermediate ecosystem players 5. Facilitate real time access to information and services for the billions Mobile will disrupt existing business models.
- 20. • Bar code scanning • Consumer reviews • Coupons • In-store navigation • Lists (e.g., wedding registries) • Loyalty • Promotions • Shopping lists In-store • Coupons • In-store inventory • Nearest “store” • Pricing • Promotions Competitor’s store • Coupons • How-to videos • In-store inventory • Research tools • Shopping list building • Store hours • Store location • Weekly circular Home Retail example based on user location 2. Intelligence added to location will dictate consumer experiences on mobile Image: Julie Ask
- 21. 3. Pricing can and will vary by location If a retailer knows I am home, they may offer a price assuming I won’t get in my car and drive. If a retailer knows I am in the store, they may price assuming I need the product now.
- 22. 4. Industries with complex or dated business models …. Taxi Medallion Insurance Dispatch Call IVR Waiting Waiting No Transparency
- 23. … will be susceptible to disruption as mobile phones eliminate elements … Taxi Medallion Insurance Dispatch Call IVR Waiting Waiting No Transparency
- 24. … and offer value add services • Value-add services include: choice of car, electronic receipts, car tracking, driver ratings/reviews, timely information, etc. • Vehicles are identified quickly without lengthy IVR interactions or “hold” times • Mobile-first company/service
- 25. Location plays a key role in the “Sales & Marketing” approach shift.
- 26. © 2013 Forrester Research, Inc. Reproduction Prohibited 26 Future retail will be “Mobile First” with context: › Delivering relevancy › Simplifying tasks › Creating a personalized services layered on top of the physical world
- 27. Think of this less as “Big Brother” watching http://www.flickr.com/photos
- 28. . . . and more like “Big Mother” helping
- 29. The line between creepy and helpful is thin, gray, and curvy.
- 30. Creepy or helpful? What your phone/Amex knows: • You have traveled to Mexico. • You have rented a car. • You are staying at the Westin. • The weather there is 92oF. “We suspect you are driving to Chichen Itza today. Our travel partner is offering a special price on tours if booked with your Amex.”
- 31. Creepy or helpful? What your phone/AMEX knows: • You have traveled to Mexico. • You have rented a car. • You are staying at the Westin. • The weather there is 92oF. “We see your card was just used to purchase tickets to Chichen Itza. Please enter your 4-digit passcode to confirm you have possession of your card.”
- 32. Commerce … in real time Going forward, the physical world — my shoes, a purse I see, a movie poster at the bus stop — will be catalysts for spontaneous commerce.
- 33. Advertising … in real time Mobile tactics such as augmented reality on phones or Google Glass can be used to help travelers find restaurants that fit their tastes, budgets, attire, etc. while on the go.
- 34. › Starbuck’s Personalize Decisions … in real time Mobile will help consumers make the best decisions for them whether they are dieting, gluten-free or have a child with a nut allergy. 150 Cal 400 Cal 280 Cal 300 Cal
- 35. Thank you. Julie Ask +1 415 355 6002 jask@forrester.com www.forrester.com
- 36. Localpoint® © 2013 Digby. CONFIDENTIAL Cabela’s: Adding Context to Next Generation Marketing Gregory Hickman Mobile Marketing Mgr. Cabela’s
- 37. Localpoint® © 2013 Digby. CONFIDENTIAL Developing a Mobile Strategy
- 38. Localpoint® © 2013 Digby. CONFIDENTIAL Adding Context to Mobile
- 39. Localpoint® © 2013 Digby. CONFIDENTIAL Mobile Campaigns
- 40. Localpoint® © 2013 Digby. CONFIDENTIAL Results
- 41. Localpoint® © 2013 Digby. CONFIDENTIAL Effect Context Has on Results
- 42. Localpoint® © 2013 Digby. CONFIDENTIAL Key Learnings
- 43. Localpoint® © 2013 Digby. CONFIDENTIAL Eric Newman VP Products & Marketing Digby
- 44. Localpoint® © 2013 Digby. CONFIDENTIAL Retailers Must Adopt New Strategies Send… with the Right Value in the Right Place at the Right Time to the Right Person the Right Message
- 45. Localpoint® © 2013 Digby. CONFIDENTIAL System Overview SDK • iOS & Android • Location Detection • Event Triggers • Offer Wallet Marketer’s Console • Location Management • Campaign Management • Campaign Analytics • Location Analytics
- 46. Localpoint® © 2013 Digby. CONFIDENTIAL …By Leveraging Localpoint Outreach Drive store traffic through contextual mobile messaging. Venue Engage customers in your physical stores. Analytics Learn consumer before through store analytics.
- 47. Localpoint® © 2013 Digby. CONFIDENTIAL The Localpoint Difference • Sophisticated location detection • Supports a broad range of use cases • Enterprise-grade services & products • Deep location analytics & insights • Ready to integrate with retailer systems Eric Newman enewman@digby.com 802.802.0298
- 48. #CCSeries13 Q&A
- 49. #CCSeries13 Q&A // Panelists Julie Ask VP, Principal Analyst Forrester Research Debbie Hauss Editor-in-Chief Retail TouchPoints MODERATOR Eric Newman VP, Products and Marketing Digby Greg Hickman Mobile Marketing Manager Cabela’s
- 50. #CCSeries13 Redefining The Shopping Experience With Mobile Engagement Today, 4 PM ET / 1 PM PT Thank You For Joining Us www.retailtouchpoints.com/connected-consumer-2013 The next Connected Consumer Series session…