Mobile Wallets Using Your Smartphone for Brick- and-Mortar Payment.
Brick, Click, Social & Mobile
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Transcript of Brick, Click, Social & Mobile
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BRICK, CLICK, SOCIAL & MOBILETHE RISE OF THE CYBER CONSUMER
Toby Beresford@tobyberesford
Sep 26th 2013Cogent Elliott
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LOOK CLOSELY AT THIS SHOPPER
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AAGH! HE’S A CYBERMAN
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WE ARE ALL CYBERMEN NOW
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ESPECIALLY THE NEXT GENERATION
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CYBER CONSUMERS GO SHOPPING WITH
All the world’s information
All the world’s news
All the world’s shops
All their friends
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TODAY MEDIATED BY SMARTPHONES
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TOMORROW MEDIATED BY WEARABLE TECH
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TRADINGWITH CYBERMEN
SO WHAT DO WE DO ABOUT IT?
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CYBER FEATURES
WHAT ARE THEY LIKE?
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CONNECTED
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TRIBAL
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IN A RUSH
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CYBERPAINS
CYBER PEOPLE HAVE ISSUES TOO
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INFORMATION OVERLOAD
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CHOICE OVERLOAD
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FRICTION BURNS
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PHYSICAL BLINDNESS
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KEEPING IN WITH THE TRIBE
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BE MORE CYBER
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BE LIKE THEMCYBER SHOPPER
Product spec
In-store price
Market price comparison
Expert advice and reviews
Social feedback
Latest news
CYBER STORE STAFF???
Product Spec
In-store price
….
…
…
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Influence
Experts
News
Communities
Friends
INFLUENCE THEMControl
Web site
Store
Apps
Reviews
Ads
Apps
Directory
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TALK IN THEIR CHANNELS
What I cyber think
FacebookFeed
Mobile &SMS
AppsBlogs
OnlineCommunities
Other social media channels
TV & Film
Above the lineadvertising
Directadvertising
GoogleYoutube
ShopWindow
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SPEND ON THEMIn the US Digital Marketing averages 2.5% of revenue (Gartner 2013)
P&G now allocates 35% of marketing spend to digital (AdAge)
Most retailers think 30-40% is the ceiling for ecommerce. (JDA.com) It currently stands at around 11%.
M-commerce conversion rates jumped from 1.27% to 2.03% in the year to June 2013 (internetretailing.net)
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GRAB THEIR HOME SCREEN
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CYBER BALMSOLVING THE PAINS OF
THE CYBER CONSUMER
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BE RELEVANTINFORMATION OVERLOAD BALM
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UNDERSTAND MY CONTEXT
http://www.youtube.com/watch?v=ZUG9qYTJMsI
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PERMISSION GRANTED! ALLOW PUSH NOTIFICATIONS
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GEO TARGET ADS
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OFFERS AND VOUCHERS
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CONTEXT + PUSH + GEO + OFFER
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EXPECT LOCAL SEARCH
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DATA DRIVEN
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FILTER FOR VICTORY
CHOICE OVERLOAD BALM
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REVIEW FILTER
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REVIEWS OF REVIEWS
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EXPERT FILTER
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BLOGGER FILTER
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FRIEND FILTER
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Q&A FILTER
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PRICE FILTER
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DETAILED SPEC FILTER
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FRICTIONLESSFRICTION BURN BALM
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REALLY REMEMBER ME
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TRUST SHORTCUTS
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BUNDLES OF JOY
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EASY PERSONALISATION
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I KNOW IT’S URGENT!
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TANGIBILITYPHYSICAL PROBLEMS BALM
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POP UP STORES
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LIVE EXPERIENCE
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DIRECT RELATIONSHIPS
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NEW RETAIL FORMATS
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STORY AND PROVENANCE
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A LITTLE ADDED VALUE GOES A LONG WAY
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BEING PART OF THE TRIBE
BELONGING BALM
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TRIBAL CHANNELS ON PINTEREST
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TRIBAL CHANNELS ON TUMBLR
From terriblerealestateagentphotos.tumblr.com
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TRIBAL CHANNEL ON FLIPBOARD
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TRIBAL TAG FOR THE #WIN
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TAG DRIVEN APPS
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MOBILE LOYALTY
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SOCIAL LOYALTY
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GAMIFIED LOYALTY
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PROVIDE CONNECTIVITY
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TAKE AWAYS
Relevance
Filters
Tangibility
Frictionless
Tribes
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