Retail consumer communication

Retail Consumer 
Communication"
Creating effective transmedia communication channels 
in a digital & mobile retail environment. "
Copyright, Gordon Parkin, Brandscape Marketing Pty Limited, 2010

Consumer behaviour has
changed and so has the
way we consume
information."
“A revolution doesn’t happen when society adopts new tools
…it happens when society adopts new behaviours.”

Less time, less money, less attention!"
Economy"

Business Objective
…to turn distraction
into transaction 
•  Empower and excite people
•  Create platforms for collaboration
•  Facilitate sales, reward and participation

Retail Business and the Customer

“Clearly, the retail industry was one of the hardest
hit by this year’s (2009) economic recession."
But smart retailers that continually seek to better
understand how they can serve their customers
across channels and how they can engage with
consumers that are already resourcefully using
mobile phones in their shopping decisions will be
better prepared to stay relevant and ﬁnd additional
revenue opportunities this new year.”
2009 Survey"

40% of 18 to 29 year olds said they
planned to use their mobile phones to
make purchase decisions. 
45% to compare prices. 
32% want mobile vouchers. 
31% for product reviews.
2009 Survey"

98.6% of your potential
customers have Bluetooth enabled
mobile phones."
78% of your potential customers
regularly use Bluetooth to share
content.
Source: World Wide Worx 2009 Survey"

68% of your potential customers
use their mobile phones to browse
online content."
In the 18 to 34 year old category,
the top 2 sites were:"
Google 
Facebook"
Source: Opera Mobile Browser 2009 Survey"

The conversation is going on
whether you care to be
involved or not."
If you choose not to be
involved, you lose control of
the conversation about your
product, your service, your
brand, your organisation –
you become irrelevant.
Source: cluetrain.com 2009
“
”

Effective transmedia communication frequency creates interest  
…and interest creates frequency."
The Solution
•  Create a behaviour modiﬁcation platform
that encourages consumers to willingly
engage with brands.
•  Integrate with social media to facilitate
conversations around brands in a
meaningful way.
•  Leverage the online and location based
conversations to increase frequency of
customer visits and sales revenue.

Consumers are all cross channel surfers. Traditional media such as print, TV,
radio and point of sale still have a strong role to play. However, the most
pervasive, engaging and responsive channels are conclusively mobile and online."
The Solution

Mobile phone functionality allows consumers
not only to engage with brand media, it also
facilitates interaction.
•  SMS
•  MMS
•  Mobile Browser
•  Bluetooth
•  GPS
•  Camera applications
Mobile Functions

SMS Shortcodes
•  Simple mobile promotional entry
mechanic with 100% reach.
•  Consumer barrier to entry based on cost
ranging up to R7.50 for SMS!
•  Automated response to promotional draw
entries makes the brand communication
feel impersonal.
•  Higher rates of interaction will be
achieved if the return SMS has an added
value incentive that uses a click-thru link
to the brand mobi site where 2D barcode
vouchers can be downloaded.

MMS Interaction
•  Although content capabilities are vastly different, as a
concept MMS is similar to SMS and this is a key
component when considering user acceptance of
the service.
•  MMS has the same convenience and immediacy of
SMS but with added features such as colour, audio,
animation, and video, to deliver richer, more
engaging messages including 2D barcode vouchers.
•  MMS is used to push rich media to known recipients
usually from an existing database.
•  MMS can also be used to ‘send-in’ rich media to a
brand promotion that requires photos, video, audio
and text.

Bluetooth Media
•  Bluetooth is used for short range rich media
distribution to mobile phones from ﬁxed or promoter
worn Bluetooth units in-store or at events.
•  The range can be from 1m to 25m.
•  Content can be simultaneously downloaded to
several mobile handsets and can include video,
wallpapers / stills graphic, music / audio and instant
win 2D barcodes.
•  Downloads are free, secure and no personal
consumer data in acquired from the transaction.
•  Properly managed, Bluetooth is a highly compelling
and effective way to engage and distribute multiple
brand content to consumers at the point of sale.

Mobile Browsers
•  Most mobile handsets are now WAP (Wireless
Application Protocol) enabled.
•  A WAP browser provides all the basic services of a
computer based web browser but simpliﬁed to
operate within the restrictions of a mobile phone."
- Email"
- Instant Messaging"
- Social Networking"
- Search"
- Music and video downloads and uploads"
- banking"
- News and entertainment"
- 2D barcode voucher platform

GPS Location
•  Location Based Services are available to many
consumers through the GPS on their mobile
handsets.
•  The maps are provided by Google and Nokia as
direction ﬁnders.
•  Information is then ‘over-layered’ that provides
consumers with additional data on the desired
destination.
•  The information can include, store locations, opening
times, brands in stock, promotions, 2D vouchers or
tickets and competitions.
•  This information can be linked to social media
platforms that provide recommendations and
purchase preferences.

QR Codes
•  QR or ‘Quick Recognition’ codes have been around
for 20 years and were originally used to track stock.
•  The mobile revolution has helped QR codes migrate,
providing users with the ability to use their mobile
phone camera in conjunction with a mobile phone
application to access multiple forms of data about
the featured brand, service or venue.
•  QR codes provide links to online information
including:"
- Nutritional data"
- Recipes and other products in the range"
- Competitions and Promotions"
- Mobile brand websites"
- Vouchers (including 2D barcodes)"

Case Studies
•  The following slides will help you put into
context the use and mix of mobile
functionality.
•  The case studies do not cover all aspects of
current or future mobile phone functionality.
•  Each example sets out the brand objectives
and the mobile solutions that helped them
achieve their aims.

Case Studies - Starbucks
•  Bluetooth
•  Mobile Web Browser
•  GPS Location Based Services
•  2D QR codes
•  The following mobile functions were employed in the case study
example for Starbucks.

Starbucks
•  Background
•  The Starbucks Card platform is a
cornerstone of Starbucks payment
and customer loyalty strategy,
accounting for over 15 percent of
sales at retail stores. "
As a result, the focus is on building
the next-generation Starbucks
Customer Loyalty on the mobile
platform.

Starbucks
•  Campaign Objectives
•  Introduce technology that allows the
brand to be closer to customers and
offer beneﬁts that are actually usable.
•  To monitor and analyze the patterns
of Starbucks clients in order to know
them better and offer them more
relevant beneﬁts, better quality and
service.

Starbucks – the solution
•  Starbucks introduced a media awareness drive using
POS, online and Bluetooth to engage customers about
the new mobile 2D barcode loyalty card.
•  The loyalty card is also a payment card that can be
topped up from customer accounts.

•  The new mobile loyalty card allows Starbucks customers to scan their mobile phones at
the checkout counter to receive discounts, loyalty points and payments.
•  A key ‘liking’ factor by
customers was the
instantly trackable
points and the ability
to remotely buy a
friend a coffee using
the Starbucks mobile
payments platform.

•  Starbucks “Quickorder” allows customers to order and pay for their coffee using their
mobile phone.
•  On conﬁrmation of payment a 2D barcode is sent to the customer’s phone.
•  The customer simply scans their 2D mobile barcode in the store to redeem their coffee.
•  The introduction of the mobile loyalty
system has provided Starbucks
customers with the ability to fully
interact and send ‘real’ gifts to friends
on social media platforms such as:"
- Brightkite"
- Foursquare"
- Gowalla"
- Yipit"
- Facebook

•  Starbucks added a new FREE WiFi service to encourage their customers to interact with
their friends and ‘talk-up’ the Starbucks brand.
•  The Location Based social media site Brightkite, has partnered with
Starbucks to offer rewards and incentives to regular visitors to
Starbucks venues.

Case Studies - BMW
example for BMW’s Winter Tyre Campaign.
•  MMS Multi Media Service

BMW – winter campaign
•  Background
•  BMW Germany, wanted to remind customers that snow tires are
more of a necessity rather than luxury during winter in Germany.
•  The company targeted those who had purchased a BMW in
summer to visit a local dealership and buy a set of tires for their
new vehicle. Only customers who had opted-in were contacted.
•  Having created a mobile
application earlier that year
that let buyers customize an
entire vehicle, BMW
extended their mobile
campaign through MMS to
re-engage their database.

•  Objectives
•  Enhance the BMW Customer Service interaction.
•  Build strong personal engagement with opted-in BMW
customers based on safety, service and sincerity.
•  Ultimately, BMW wanted customers to visit a dealership
and purchase tires, and the intension is to make the
conversion path as simple as possible.
•  Generate response and conversation about the BMW
brand and the customer experiences.

BMW – solution
•  BMW used MMS to send a personalised message to just over 1200 customers.
•  The MMS contained a link to an application that showed how different sets of tires
would look on the customer’s car; listed their prices, hours of operation and contact
information for BMW dealerships in the area.

•  Results
•  30.31% of those who received the message came to purchase
snow tires from a BMW dealership.
•  BMW generated over $180,000 in revenue, assuming that a set of
snow tires retails for about $500.
•  2.2% downloaded the application.

Case Studies - Guinness
•  Bluetooth
•  GPS Location Based Services
•  SMS Text-in
example for Guinness.

Guinness – Sports Sponsorship
•  Background
•  Guinness® had just become an ofﬁcial sponsor of
the 3-day Hong Kong Sevens rugby tournament.
They wanted to create a strong and lasting
connection between Guinness and the event in the
mind of the consumer, making the brand
synonymous with the Hong Kong Sevens.
•  Many of the 20,000 overseas visitors to the Sevens
are unsure where to go after the ﬁnal whistle and
can't communicate in Cantonese.

•  Objectives
•  Build strong awareness of Guinness Sports
Sponsorship of the Hong Kong 7’s.
•  Encourage consumer interaction and stimulate ticket
sales to the event.
•  Add signiﬁcant and tangible value to the customers’
interaction with the Guinness brand that would leave
a meaningful and lasting impression.
•  Deliver mobile content that was useful, fun and
engaging with a high viral effect.

•  Solution
•  Create the Guinness Passport to Greatness, the world's ﬁrst talking mobile event
guide that speaks Cantonese for you through your mobile's loudspeaker.
•  Contained event match schedules, a city guide, useful Cantonese
phrases, plus all the top spots to grab a Guinness.
•  Application downloads were driven by a competition to win Sevens
tickets.

•  Solution
•  SMS at the matches encouraged fans to download the Free
Application and win prizes.
•  Bluetooth content that included Wallpapers, video and a
promotional call-to-action "
was downloaded by Rugby"
fans and general public.

•  Solution
•  The Application included: Main Menu, Bar Finder, useful ‘speaking’ Cantonese phrases
and a range of phrases to have fun with.

•  Results
•  Several thousand Rugby Fans downloaded the application during the week-long event.
•  The campaign boosted Guinness sales by 30% year-on-year.
•  Coverage of the campaign spread to the internet.
•  Guinness mobile phone content delivered
by Bluetooth for the campaign created a
viral effect even amongst non Rugby Fans.
•  Blogs mentioned it as far away as the UK
and Brazil.

Case Studies – Playboy Deodorant
•  Bluetooth
•  2D QR code scanning
•  SMS Text-in
example for Playboy Deodorant.

Playboy Deodorant – VIP Event
•  Background
•  One of the most hotly contested areas of
youth product marketing is deodorants.
•  The Playboy & Playgirl Deodorants VIP
Playground tour was created to deliver
innovative summer activations for Aspen
Pharmacare.
•  In conjunction with a text-in retail on
pack promotion, Playboy and Playgirl
promoters with wearable Bluetooth
Hypertags were deployed in malls, on
beaches and in clubs around the country
to deliver stunning mobile content and
prizes via Bluetooth at each event.

•  Objectives
•  To add new value to consumer interactions that
would enhance the VIP Playground experience.
•  Build further hype around the Playboy/Playgirl
deodorant brand and tangible consumer contact.
•  Capture interactions that are fully measurable on
several data levels giving the brand full disclosure on
the effectiveness of their activations.
•  Increase the instance of Playboy & Playgirl product
purchases during the critical holiday season and
generate social media conversation.

Playboy Deodorant
•  Solution
•  Playboy & Playgirl promoters used Bluetooth
devices to deliver branded wallpapers,
ringtones and instant prizes at selected
venues around South Africa.
•  Activations centered on:"
- Malls"
- Popular Beach Resorts"
- Night Club Venues
•  Instant prizes included:"
- Discount vouchers"
- Branded merchandise"
- VIP tickets to “Playground” club events

•  Solution
•  Winners of Free “Playground” club event tickets simply scanned their 2D barcodes at
the venue and entered their mobile phone number on the keypad. An instant SMS was
sent back to the handset with a link to the Playboy & Playgirl mobile website.

•  Solution
•  Playboy & Playgirl promoters with
Bluetooth tags engaged customers in the
club venues to download club style
content and win further instant prizes.
•  Promoters encouraged the party crowd to
register on the mobile website to receive
fresh information on the brand products,
events, competitions and promotions.

•  Solution
•  5fm DJ Erica Elle joined the line-up
and MC'd through volleyball
competitions, sand castle stand-offs
and the crowd-pulling Mr and Miss
Playboy/Playgirl contests on the
beaches and at the night club venues.

•  Results
•  Playboy & Playgirl Deodorants were voted #1 ahead of arch
rival AXE in the Sunday Times South Africa’s Best Brands
Research supplement.
•  52% of the audience seen by the Bluetooth tags interacted
and downloaded content to their mobile phone.
•  What the client said about Brandscape Marketing
•  “ We were delighted with the results of the campaign. We created a
truly lasting and rewarding interactive experience that is fully
measurable and accountable."
This is exactly the sort of engaging brand experience that our
consumers are seeking and in a highly competitive market it is key to
achieve stand out, not only to be different, but to be relevant in our
target market’s lifestyle. "
Our consumers are tech-savvy and the mobile phone is their
preferred way to communicate and express themselves, this makes
the use of mobile an invaluable addition in the delivery of our brand
marketing strategy.”

The traditional marketing model "
we all grew up with is obsolete
Jim Stengel, Global Marketing Ofﬁcer,!
Procter & Gamble!
“
”

Mass marketing today!
is a mass mistake.!
Larry Light, Chief Marketing Ofﬁcer,!
McDonalds!
“
”

What we’re going for more and more "
will be developing compelling content."
Some will be consumer-generated, some of it
we’ll buy, some of it we’ll create ourselves.
Joseph V. Tripodi, Chief Marketing & Commercial Ofﬁcer,!
The Coca-Cola Company!
“
”

Retail consumer communication

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Destacado

Destacado (12)

Similar a Retail consumer communication

Similar a Retail consumer communication (20)

Último

Último (20)

Retail consumer communication