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Brand in Hand - How Brands can Influence the Shopping Trip


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Brand in Hand - How Brands can Influence the Shopping Trip

  1. 1. Brand in Hand: How Brands can Influence the Shopping Trip Molly Garris, Digital Strategy Director, Leo Burnett and Arc Worldwide
  2. 2. 50 % will have a Smartphone by January Source: US Smartphone Penetration and Projections, The Nielsen Company
  3. 3. In highly considered categories, we see people casually browsing products just because they can.
  4. 4. In low-involvement categories, Smartphone owners now have the ability to learn more, find deals and compare options.
  5. 5. + The phone is quickly becoming America’s MOST IMPORTANT SHOPPING PARTNER
  6. 6. Most marketers say they Yet, few marketers rate will utilize and their efforts as increase mobile "extremely" or "very" marketing in 2011. successful. % % 88 25 Source: Association of National Advertisers and the Mobile Marketing Association, 2010
  7. 7. There is a gap between INTENT to execute and INSIGHTS to execute
  8. 8. The Research
  9. 9. Mobile Shopping
  10. 10. Quantitative Research 1800 Mobile Phone Owners Online Survey 18-64 Sept. 2010
  11. 11. Qualitative Research 30 Heavy & High Webcam & Flip cam /Experience Narratives / Potential Shopalongs Mobile Shoppers Appliances / Apparel / Nov. 2010 Dining / Groceries / General Shopping
  12. 12. Information found on retailer sites isn’t enough Visit retailer website Visit manufacturer website 91% 79% 31% 21% Heavy Mobile Shoppers Light Mobile Shoppers Heavy Mobile Shoppers Light Mobile Shoppers
  13. 13. The website The information seems more like an does not seem to advertisement. provide details.
  14. 14. The shopping experience may be sub-optimized if retailers don’t utilize the depth of information and richness of experience that brands have to offer.
  15. 15. Retailer Brand
  16. 16. A Macy’s shopper will see basic information about the TAG Heuer watch collection. However, a shopper must visit the TAG Heuer mobile site to get specific details and understand the benefits of this luxurious watch.
  17. 17. With higher involvement categories, mobile has to add value by enhancing the in-store experience.
  18. 18. Home Depot accommodates the DIY’er with everyday tools but allows brands like Glidden and Titan to educate with Product Demo Videos
  19. 19. Price comparison apps can provide more than just a great deal. Brands can now add upload product photos, videos and feature details. Samsung even bought placement on ShopSavvy. When shoppers scanned an iPad2, which then drove shoppers to buy a Galaxy Tab at Best Buy.
  20. 20. Sephora sprinkles customer review tags around the store on select products, driving shoppers to read more on their mobile website. Additionally, How-To Videos for brands like Kat Von Dee and a Try It On tool for OPI nail polish can be found on their mobile app.
  21. 21. Understandably, shoppers may not be interested in product selection, how-to’s and price comparison tools for your brand.
  22. 22. With low involvement categories, mobile has to deliver exponential value.
  23. 23. Target allows its Guests to redeem mobile coupons at checkout. Shoppers opt in to the program on, receive weekly text messages with a link to a mobile website that displays all of the participating offers and the coupon bar code. The phone is scanned at checkout and shoppers watch the savings come off of their bill automatically.
  24. 24. Kraft’s iFood Assistant not only helps shoppers locate recipes and manage their shopping list, but the app also integrates with grocers’ loyalty cards to deliver mobile coupons via loyalty card swipe.
  25. 25. Kingsford and Costco partnered to provide all things Backyard BBQ. Their co-branded web section includes: - Grilling videos and how- to’s, - Grilling tips and tricks, - Recipes and - BBQ music on Pandora radio.
  26. 26. While retailers should lead with infrastructure, Brands must support retailers with rich content, offers and shopping tools.
  27. 27. Based on how shopping differs by brand category, there is not a one size fits all solution.
  28. 28. Every category has a unique imprint of relevant mobile activities. Restaurants Apparel Appliance CPG
  29. 29. There is a range of activity relevance
  30. 30. The various mobile shopping activities can be mapped on this range of relevance
  31. 31. A strong mobile presence is more important than ever.
  32. 32. The Approach to your Brand in Hand Start by understanding your shopper Prioritize needs Restaurants Appliance CPG Apparel based on category Consumer Needs Leverage partnerships to develop and promote strategic solutions
  33. 33. THANK YOU THANK YOU Molly Garris Digital Strategy Director, Arc Worldwide @girliefromthed