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Make An App For That: Webinar
1. 1
Make An App For That:
Strategies For Winning Retail
Mobile Strategies
Altimeter Group Webinar #appforthat
March 2, 2012
Chris Silva
Industry Analyst, Mobile
28. 28
ABOUT US
Altimeter Group is a research-based advisory firm that helps
companies and industries leverage disruption to their advantage.
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Notas del editor
Image source: http://en.wikipedia.org/wiki/File:Android_robot.svgData source Nielsen, 2011 (http://dk.nielsen.com/site/documents/appconsumerbehaviourpatterns.pdf)DATA SOURCE FOR SECOND BULLET:http://success.adobe.com/en/na/programs/digital-marketing-insights.html?s_cid=%2043341According to data from Adobe, smartphone users spent an AOV (Average Order Value) of $71 when purchasing on their smartphones. This is relative to $111 on a tablet and $96 on a traditional computing device (PC, laptop)
Image source: AP Images (http://www.businessinsider.com/iphone-4s-lines-2011-10)
DATA SOURCE: Nielsen pdf Q4, 2011http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&ved=0CDgQFjAD&url=http%3A%2F%2Fdk.nielsen.com%2Fsite%2Fdocuments%2Fappconsumerbehaviourpatterns.pdf&ei=S7PVTvCxOqqhiAKvgry7Cg&usg=AFQjCNF6YH3Gkc7Tm9V3VyqZBEsNSDPsfASource for old graphic: Data source, Nielsen Q4, 2011, http://blog.nielsen.com/nielsenwire/consumer/more-us-consumers-choosing-smartphones-as-apple-closes-the-gap-on-android/
Sephora dominates mobile. http://www.youtube.com/watch?v=clUABxAAQikhttp://www.brandingbrand.com/services/appshttp://www.mobilecommercedaily.com/2012/01/12/sephora-is-most-competent-in-mobile-among-prestige-brands-studyFull list of features:Stay up-to-date on the latest launches and brandsSee what products Sephora’s staff is obsessed with and whyWatch expert tutorials and product demosScan in-store product barcodes and QR codesAccess to 1m+ ratings and reviewsGet and give advice on FacebookGet reminders to replenish productsFully integrated with Sephora Beauty Accounts (membership perks program) Shop and purchase directly in the app Locate the nearest Sephora via GPSRemember past purchases for easy reference “Try on” products in different colors/ stylesTags: #mobile#retail #cpg#engage#jessica
http://www.scanlife.com/en/gl-case-studies?view=details&id=30http://mashable.com/2011/03/22/mobile-barcodes-home-depot/The ChallengeThe Home Depot wanted to give customers more dynamic information on all of their products from a variety of different media. It turned to QR Codes as a flexible tool, and needed a centralized code management platform to work across multiple divisions within the organization.The Scanlife SolutionThe Home Depot has deployed hundreds of codes from the platform on media like newspaper circulars, in-store signage, local events, and more. Each of the codes link to relevant content based on the product the customer is scanning with options like video demos, useful tips, and even an option to “buy it now.”Tags:#mobile #Qrcodes#retail #cpg#engage #enrich#multichannel#jessica
SOURCE:http://itunes.apple.com/us/app/ge-moodcam/id369181839DATE: July 5, 2011Change the mood of a photo with the GE MoodCam™! Take a picture of a room (or any scene!), then watch the mood change as you shift the lighting using the GE Moodometer™. Learn how to create the look at home, and even save a shopping list for a quick, easy way to find the right light bulbs in the lighting aisleTags:#cpg #manufacturing #utility#mobile#thoughtleadership#engage #enrich#jon
http://www.mobilecommercedaily.com/2010/01/22/overstock-uses-iphone-app-to-increase-mobile-commercehttp://www.internetretailer.com/2011/11/14/one-million-ipad-shoppers-overstockcom-launches-apphttp://www.padgadget.com/2011/11/14/overstock-com%E2%80%99s-o-co-app-now-available-on-the-ipad/When 7% of a retailer’s unique monthly visitors are on iPads, it’s a safe bet it’s time for an iPad app. That’s why Overstock.com Inc., also known as O.co, has today released an iPad app that gives consumers using the mega-popular tablets access to the e-retailer’s complete inventory. With the O.co app, Overstock customers can seek out fantastic deals and with just a couple of finger taps, purchase brand name products at up to 70% off. This successfully improves upon the mobile website, with a clean, dual-column browsing layout featuring large pictures and product ratings.Social networking is one new element that’s present in the O.co app. Users who find a good deal can share it with their friends and family on Facebook and Twitter.Searching for a specific item is a simple task, with filters for top sellers, review ratings, price, and new arrivals. The app takes advantage of multi-touch gestures like pinch-to-zoom, swiping, and infinite scroll. It also provides access to Overstock.com’s customer care team for help with product questions and other information.Each day Overstock.com customers can access a Loft-O lottery game, giving a chance to win special discounts towards purchases.The app enables Overstock.com customers to search, browse and purchase products. It opens with a splash of imagery, five rotating hero shots atop the home screen. A bar on the home screen includes buttons to navigate by all product categories, search all products and sign in to an O.co account.Two key features of the app are “infinite scrolling” and social sharing, says Sam Peterson, senior vice president of marketing at Overstock.com. Infinite scrolling is a term used by tablet site and app developers to describe the feature that enables a shopper to swipe down on the screen and continue to see product after product without the need to refresh the screen. That’s different from e-commerce sites, which present search results divided into pages, requiring a shopper to click to a new page for more results.Another feature, Lott-O, a virtual scratch coupon, is undeniably fun: Each day, users are presented with a full screen of the familiar gray found on scratch-off lottery tickets. Rubbing your finger across the screen rubs the gray off, revealing a discount code underneath. Come back to Lott-O later on the same day and the same code will still be there, with your finger marks still in place.Tags: #retail #ecommerce#mobile #tablet#engage #enrich#jessica
http://www.mobilemarketer.com/cms/news/content/10656.htmlhttp://www.internetretailer.com/2011/11/09/tasty-promotion-nets-more-420000-qr-code-scanshttp://www.dmnews.com/qr-combo-taco-bell-and-mtvs-vmas/slideshow/509/#2BACKGROUND:Taco Bell teamed up with MTV and mobile barcode developer Scanbuy to help customers “Feed the Beat” in the six weeks leading up to the VMAs on Aug. 28. QR codes printed on VMA-themed packaging, specially designed by Draftfcb, provided access to exclusive sneak-peak preview music and video content on a mobile website. “Taco Bell is a sponsor of the VMA Awards on MTV, so they wanted to reward their customers with exclusive content by engaging directly with the product,” said David Javitch, vice president of marketing at Scanbuy. RESULTS:70,000 is the number of times each week over a six-week period this summer consumers scanned a two-dimensional bar code on the side of a Taco Bell product to get exclusive MTV content. During a six-week period this summer consumers who bought a large drink or meal at Taco Bell scanned a two-dimensional bar code on the items 427,994 times, making the Taco Bell/MTV promotion the biggest single campaign this year for Scanbuy Inc., the company that provided the codes.Notes from Chris’ briefing: Taco bell and MTV promo, code on a soft drink cup, scan code, see choice of videos that are are up for video f the year, click, watch vote. 500k votes in 4 week period. Tag:#mobile#foodbev #media #entertainment#teens#engage#jessica
Redbox shows mobile coupons work. The 10 Days of Deals campaign was unprecedented, proven in the results:- Over 1.5 million texts generated in 10 Days of Deals campaign- Over 400,00 unique customers participated in 10 Days of Deals- Over 200,000 new redbox customersContributing to business results of:- 34% growth in revenue year-over year (Q2 2011) - 55 million monthly rentals, up to 40 rentals per second May 2011 to presentDigital success of redbox:- Over 4.5 million iPhone app downloads- Tripled the number of Android app downloads in 2Q 2011, for a total of over 2.1 million Android app downloads since the launch in February- More than 3.1 million Facebook fans- Acquired over 3.7 new email customers in 2Q 2011 to result in over 30.5 million email subscribers in total- More than 2.7 million SMS subscribersSource: http://groundswelldiscussion.com/groundswell/awards2011/detail.php?id=693http://www.signalhq.com/customer-solutions/case-studies/redboxhttp://blog.signalhq.com/2011/08/03/redbox-equals-relationships-plus-rentals/Tags:#mobile#entertainment #media #mutlichannel#engage#jessica
http://www.youtube.com/watch?v=nJVoYsBym88&feature=player_embedded#at=76http://www.huffingtonpost.com/2011/06/27/south-korea-virtual-supermarket_n_885150.htmlRemoved from bubble: Tesco put images of products and QR codes in subways. Customers would scan and purchase these products for same day delivery. “So, Tesco Homeplus created a virtual store in Seoul subway stations in which the displays and merchandise are exactly the same as the stores. Customers scan the desired product with their smartphone and it then appears in their online cart. The products will be delivered to their door ‘right after you get home.’”[1]http://www.adobomagazine.com/cannes/wp-content/uploads/2011/06/Direct-Gold-KR.jpgMobile web stats…http://www.singleboundcreative.com/2011/05/infographic-the-mobile-web/June 27, 2011 (Updated Nov. 16, 2011)#foodbev#retail#mobile#asia#enrich #jaimy
