Online to Offline How Local Mobile Search Drives In-Store Foot Traffic: Mphase

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1. Online to Offline How local mobile search drives in-store traffic #LBMAmtl 2. #LBMAmtl The current state of mobile marketing for retail Frédéric Laurendeau Founding…
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  • 1. Online to Offline How local mobile search drives in-store traffic #LBMAmtl
  • 2. #LBMAmtl The current state of mobile marketing for retail Frédéric Laurendeau Founding President
  • 3. Online to Offline How local mobile search drives in-store foot traffic GOAL : Know your customers’ mobile behaviour Stage 1 : The Origins (« Yesterday ») Stage 2 : The Revolution (« Rise of the SoLoMo ») • Customers expectations • Customers mobile moments Stage 3 : The New World Order (« Local mobile search ») • Mobile « everywhere » • Mobile is local Stage 4 : The Mutations ( « Richer, more complex ») • The modern marketing toolbox • Looking ahead
  • 4. We’re about Marketing Innovation Airline Banking & Finance Tourism Public transport Mobile Payment Real Estate Retail Insurance Events Innovations in Customer Experiences Strategy & Creativity Technology Monitoring Education m Interactive display Gaming Services Industry sectors
  • 5. Key concepts How local mobile search drives in-store foot traffic
  • 6. Key concepts How local mobile search drives in-store foot traffic
  • 7. Key concepts How local mobile search drives in-store foot traffic purchases
  • 8. Key concepts How local mobile search drives in-store foot traffic purchases ENGAGEMENT!
  • 9. Key concepts How mobile search drives in-store engagement
  • 10. OFFLINE & ONLINE : THE QUEST FOR CUSTOMERS CUSTOMERS OFFLINE ONLINE
  • 11. Stage 1 – The Origins : « Yesterday » OFFLINE used to be the only « Power » in the quest for customers • Traditional marketing tools used to be sufficient to attract and win customers • Retail stores were only facing local competition In-store traffic was the result of a simple equation THEN THE CUSTOMER’S PATH TO PURCHASE CHANGED Technology disrupted the linear buying process and behaviour
  • 12. Yesterday
  • 13. Next Latte: 50 meters! Yesterday versus Today
  • 14. Stage 2 – The Revolution : « Rise of the SoLoMo » Procter & Gamble: First & Second Moments of Truth Moment of Truth In Customer Service, instance of contact or interaction between a customer and a firm (through a product, sales force, or visit) that gives the customer an opportunity to form (or change) an impression about the firm. First : Shelf Second : experience during the life of the product Introducing the Moments Of Truth (a classic, already!)
  • 15. Stage 2 – The Revolution : « Rise of the SoLoMo » Google: the Zero Moment of Truth Each Engaged Customer becomes a Brand Ambassador
  • 16. ... Customers’ Expectations Evolved... « To Find exactly What I want, in my immediate context, at the exact moment I need it ! » 1 IMMEDIATE 2 SIMPLE 3 RELEVANT
  • 17. ... Mobile Moments Play a Crucial Role... FORRESTER : A mobile moment is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context. DISCOVER EXPLORE BUY USE ASK ENGAGE Newsletter Time-Sensitive Offers Flash Sales Engagement-Focused Proactive information Share, Personalize Discover Use Explore Ask Buy Engage
  • 18. Stage 3 – The New World Order : « Mobile everywhere » Smartphone users owning at least one other connected device Year when local mobile search will exceed desktop searches Canadian adults owning a smartphone 56% 46% 2015
  • 19. Mobile phone users accessing Local content Smartphone owners using their device in stores to shop Customers preferring ads to be local 4 in 5 48% 80%
  • 20. ... TELL ME WHO YOUR CUSTOMERS ARE... KNOW your customers local search habits, behaviour & intentions Search on for Address / directions Opening hours Products during Work hours Evening
  • 21. Stage 4 – The mutations : « The modern toolbox » Use what you KNOW : The modern marketing toolbox • Geo-fencing & Location-based Ads • Google Plus • Radius bidding • Loyalty programs & Daily deals • iBeacons & Push Notifications • In-Store Experience • A/B Testing for in-store drivers • Mobile payments • … x2 Shopping searches are two times more likely to be performed in-store 50% Of customers who conducted a local search on their smartphones visited a store within a day 3 of 4 Mobile searches that end in purchase bring customer to an offline store
  • 22. Stage 4 – The mutations : « The modern toolbox »
  • 23. Stage 4 – The mutations : « Looking ahead » OFFLINE & ONLINE strategies Must become complementary • Online strategy (Local mobile search) MUST drive in-store traffic • In-store experience MUST improve customer engagment • Customer engagement results in more exposure as customer become a brand ambassador • Exposure leads to PURCHASES both ONLINE & OFFLINE
  • 24. Stage 4 – The mutations : « Looking ahead » Building bridges between online customer insights & in-store experience • Find ways to harmonize the customer’s experience from the moment he searches on his mobile until he WALKS OUT of the store • New technologies & tools are available to design an integrated experience throughout the buying process • A multichannel strategy is key
  • 25. Sources • http://www.cision.com/us/2013/06/50-mobile-search-stats-and-why-you-should-care/ • http://googlemobileads.blogspot.ca/2013/03/mobiles-immediacy-effect-half-of-mobile.html • https://www.thinkwithgoogle.com/research-studies/mobile-in-store.html • http://solutions.forrester.com/mobile/landing-61Q6-3212NK.html • http://urbanairship.com/lp/gimbal-urban-airship-partnership-webinar?email=a.balde%40mphase.ca&direct=true • http://www.localsearchassociation.org/Main/Infographics.aspx • https://www.comscore.com/Insights/Events-and-Webinars/Webinar/2014/Trends-Shaping-Local-Search-in-2014 • http://www.acromobile.com/success-stories-0/bid/310310/Mobile-Engagement-Requirements-for-Retail • http://www.cbc.ca/news/business/smartphone-use-way-up-in- canada-google-finds-1.1384916
  • 26. #LBMAmtl Thank You Download resources from: sweetiq.com/lbma
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