Integrated Digital Marketing in Retail By Fadi Sabbagha, Founder-CEO, Born Interactive BIFEX 2015 organised by the Lebanese Franchise Association.

1. Integrated Digital Marketing
in Retail
By Fadi Sabbagha, Founder-CEO, Born Interactive
May 13, 2015 – BIFEX 2015

2. Brief Introduction

3. Born Interactive – 360 digital integrated approach

4. Afghanistan
Australia
Bahamas
Bahrain
Benin
British Virgin Islands
Canada
China
Cyprus
Egypt
Finland
Germany
Guinea
Iraq
Jordan
KSA
Kuwait
Lebanon
Nigeria
Oman
Panama
Qatar
Singapore
Sudan
Sultanate of Oman
Switzerland
Syria
UAE
UK
Etc.
Work Delivered for
Lebanon
Ashrafieh, Nasra,
Me. Michel Tueni Building, 2nd Floor,
Beirut 2062 4418, Lebanon
KSA
Kingdom of Saudi Arabia
11537 Riyadh, P.O. Box: 68807
Kingdom of Saudi Arabia
UAE
Dubai Media City
P.O.BOX 502080 Dubai
United Arab Emirates

5. Selected References

6. Digital Marketing
Today

7. Digital Media:
Where Are We Today?
 Connected
 Web 2.0, 3.0
 Broadband
 Rich Media
 Infinite content
 User Generated Content (UGC)
 Web, Mobile, Tablets
 Social Media, Power to the people!
 Etc.

8. Dominance of screen based media consumption
Source: Google “The New Multi-Screen World: Understanding Cross-platform Consumer Behavior” U.S., August 2012

9. New media consumption patterns and behaviors
Consumers switch between
different screens, sites,
channels, and devices to
accomplish their goals
The origin of consumed
information is increasingly
hybrid and blurred
Keeping consistent brand
representation across channels
is crucial
Source: Google “The New Multi-Screen World: Understanding Cross-platform Consumer Behavior” U.S., August 2012

10. What matters most!
How people
interact
with
content
Evolution
of software
Evolution
of Data
Evolution
of
Networks
Evolution
of
Technology
Source: Multiple

11. Growth in internet penetration and social media usage in
MENA and the Arab World
 90 million internet users in the
Middle East
 i.e. 3,7% of the world’s
population
 The No. 2 region in terms of
the number of mobile phone
owners is the Middle East and
Africa
 285 Million YouTube
video views per day in
MENA, 90 Million in KSA
 2 hours of YouTube video
is uploaded in the Middle
East per minute
 3,766,160 Active Users
(as of March 2013)
 Nearly ¾ of all MENA
tweets are in Arabic
 5,564,890 tweets
produced by Twitter
users in the Arab world
per day in March 2013
 10 million users (in
2013), up from 5.8 million
users in 2012
 72% Growth in 1 year
 56 million active users
in MENA (2013)
 28 million log on daily, 15
million via mobile
 33 million access
accounts via a phone or
a tablet each month
 In the Middle East and Africa,
more than nine in 10 web
users go online via mobile
phones
 Smartphone is projected to
grow up to 39% by 2015
 93% of Middle East
smartphone owners use their
smartphones at home
Sources: 1. “Arab Social Media Report” Vol2, No1 | 2. Discover Digital Arabia, Arabnet “MENA in a Nutshell” Infographic
Slideshare ICT Qatar - Social Media in the Middle East: The Story of 2013

12. Internet Penetration in Lebanon Versus Middle East
Lebanon Middle-East
Population 4,151,234 236,137,235
Online Population 3,336,517 113,609,510
Penetration Rate 80.4% 48.1%
Source IWS end of 2014

13. The Responsive Marketing
Approach

20. Digital Solutions Spectrum
Solution
Components
Website/Blog/S
tore
User
Experience,
eCommerce
Mobile/Tablet
Responsive
Web, Apps
Microsites
Separate
platforms for
social activities
Social Media
Engagement,
Reach,
activation,
conversion
CRM/Loyalt
y Platforms
Paid
Advertising
Ambient
Marketing
Tangible
media
Advanced, Flexible and Customized Platforms
YOUR BRAND
Digital Strategy

21. Source: socialmedianz.com

22. Right Message
Right Time
Right Person
Right Device

23. Digital in Retail
What we’ve been doing for the past
few years…

27. Spinneys Online Delivery

28. Blom Bank | Golden Points

29. Blom Bank – Beirut Traders Association
Shop & Save Mobile App

30. SACO - KSA

31. SACO - KSA

32. It’s all about
customer experience!

33. How can you truly make
shopping faster, safer, more
accessible and more enjoyable
for your customers?

34. Trends for Retail

35. The Connected Consumer

36. The Connected Customer
 Customers use digital technology to connect to
information, people and devices at home, on-
the-go and in-store
 Opportunity of the connectivity already in the
pockets of connected customers – the
smartphone

37. Data and Analytics

38. Data and Analytics
 Measurable digital technologies
 Profiling capabilities
 Technology to understand and measure your
customer’s behavior

43. Social Commerce

44. Social Networks As Shopping Platforms
 Social networks beyond just
marketing your brand but for selling
and integrating your commerce site
 Your social channels for reach,
engagement and conversion as well

45. Social Networks As Shopping Platforms
 Social networks beyond just
marketing your brand but for selling
and integrating your commerce site
 Your social channels for reach,
engagement and conversion as well
Source: www.vendhq.com

46. Automated Shopping

48. Automated Shopping
 Automating the purchase of basic utilities
 Diverging the shopping experience into
entertainment or even a ‘form of self-
expression’
 Delegating the tedious part of shopping to
technology
 Humans to focus on the fun and experience
aspects of it.
 Factors that make automated shopping
possible:
 Internet of things
 Sensors in everything
 Online payment applications

49. The Customer Experience

50. The Customer Experience
 The customer’s journey through the retail space and
digital space is becoming the main focus of retailers.
 By providing solutions to all aspects of customer
service through technological solutions, the process
of storytelling is essential to keep customers
coming back within a highly competitive industry.
 The physical space is becoming the center of the
community around the brand, not just a purchasing
center.
 Importance of ambient, tangible and digital signage
technologies to enhance the experience
 Use retail as media for extended online shopping
experiences

51. Visual Experience

52. Visual Experience: Online and Offline
 With more people buying via
online and mobile channels
the product picture and brand
image are becoming king.
 Not only that, the internet
visual trends are affecting
physical stores interior design.
 Example: Things organized
neatly: from online shops to
physical retail

53. Mobile

54. Mobile Experience
 Extending the shop experience:
augmented reality, recommendations,
advice, etc.
 Personalization
 Social dimension
 Availability and multimedia mix: visual,
audio and interactivity, 24/7
 Connectivity already in the pockets of
connected customers.
 Avoid being intrusive

55. Experiment With Technology

56. Technologies to Experiment With
Beacons Wearables Augmented Reality 3D PrintingPOS Technology

57. On a last note…
• Assess properly the digital readiness of your target audiences
• Avoid old push and intrusive models, just by modernizing them,
think user-centric
• It’s not about how to incorporate this new technology in the
customer experience, but what technologies we can use to suit this
business model.

58. Thank You!
Fadi Sabbagha, Founder-CEO, Born Interactive
E: fsabbagha@borninteractive.com | http://www.borninteractive.com
Twitter: @fadisabbagha