Brand in Hand: How Brands can Influence the Shopping Trip

Molly Garris, Digital Strategy Director, Leo Burnett and Arc Worldwide

will have a Smartphone

by January 50%

Source: US Smartphone Penetration and Projections, The Nielsen

Company

In highly considered

categories, we see

people

casually

browsing

products

just because they can.

In low-involvement

categories,

Smartphone owners

now have the ability to

learn more,

find deals and

compare

options.

The phone is quickly becoming America’s

MOST IMPORTANT SHOPPING

PARTNER

+

88 %

25 %

Most marketers say they

will utilize and

increase mobile

marketing in 2011.

Yet, few marketers rate

their efforts as

"extremely" or "very"

successful.

Source: Association of National Advertisers and the Mobile Marketing Association, 2010

There is a gap between INTENT to

execute and INSIGHTS to execute

The Research

Mobile Shopping

Quantitative Research

Online Survey

Sept. 2010

1800 Mobile Phone Owners

18-64

Appliances / Apparel /

Dining / Groceries /

General Shopping Nov. 2010

Heavy & High

Potential Mobile Shoppers 30

Webcam & Flip cam

/Experience Narratives /

Shopalongs

Qualitative Research

Heavy Mobile Shoppers Light Mobile Shoppers

91%

31%

Information found on

retailer sites isn’t enough

Heavy Mobile Shoppers Light Mobile Shoppers

79%

21%

Visit retailer website Visit manufacturer website

The website

does not seem to

provide details.

The information

seems more like an

advertisement.

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.

Retailer Brand

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.

With higher

involvement

categories, mobile has to add value by

enhancing the in-store

experience.

Home Depot accommodates the DIY’er with

everyday tools but allows brands like Glidden

and Titan to educate with Product Demo Videos

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.

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.

Understandably,

shoppers

may not be

interested in

product selection,

how-to’s and price

comparison tools

for your brand.

With low involvement

categories, mobile has to deliver

exponential value.

Target allows its Guests to redeem mobile coupons at checkout.

Shoppers opt in to the program on Target.com, 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.

http://sites.target.com/site/en/spot/page.jsp?title=text_alerts

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.

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.

While retailers should

lead with

infrastructure, Brands must support retailers

with rich content, offers and

shopping tools.

Based on how shopping differs

by brand category, there is not

a one size fits all solution.

Every category has a unique imprint

of relevant mobile activities.

Appliance Apparel Restaurants CPG

There is a range of

activity

relevance

The various mobile

shopping

activities can

be mapped on

this range of

relevance

A strong

mobile

presence is

more important

than ever.

The Approach to your Brand in Hand

Consumer

Needs

Appliance Apparel Restaurants CPG

Start by understanding

your shopper

Prioritize needs

based on category

Leverage partnerships to develop and promote strategic solutions

THANK YOU

THANK YOU

Molly Garris

Digital Strategy Director,

Arc Worldwide

Molly.Garris@arcww.com

@girliefromthed