Philter Retail Advertising Council Symposium

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A SYNOPSIS OF THE TORONTO RAC SYMPOSIUM MAY 4, 2011 PHILTER RETAIL INC.

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This is Philter Retail's synopsis of the Retail Advertising Council's Symposium from May 2011 in Toronto. It looks at the Canadian retail landscape as retailers and manufacturers move from flyers to digital outreach.

Transcript of Philter Retail Advertising Council Symposium

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A SYNOPSIS OF THE TORONTO

RAC SYMPOSIUMMAY 4, 2011

PHILTER RETAIL INC.

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4 YEARS AGO WHEN WE FIRST ATTENDED THIS EVENT, THE SPEAKERS WERE SHARING TOPICS AND CASE STUDIES ON FLYER DISTRIBUTION AND REACH. WE WERE TALK-ING ABOUT PRINTING AND REACH. AND THE MENTION OF DIGITAL WASN’T SOMETHING THAT TOUCHED THE LIVES OF THE PEOPLE IN THIS PARTICULAR ROOM. THIS MONTH’S CONFERENCE COULDN’T HAVE BEEN MORE DIFFERENT, WITH LARGE PRINTERS LIKE TRANSCONTINTENTAL GIVING TALKS ON SOCIAL MEDIA STRATEGY AND OTHERS SPEAKING ABOUT SHOPPERS AND MOBILE.

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PRINT MAY NOT BE DEAD, AS WE WE ASSURED MANY TIMES, BUT IT’S CERTAINLY BEING AUGMENTED IN THE MARKETING PLANS AND BUDGETS OF MAJOR RETAIL-ERS ACROSS CANADA.

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KEYNOTE: PARTNERS IN CHANGE – INFORMATION TECHNOLOGY AND MARKETING

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THERE’S A NEW DEFINITION OF POS:

POINT OF SERVICE. RETAILERS MUST START TO USE TECHNOLOGY TO IMPROVE THE SHOPPING EXPERIENCE. THIS MEANS USING A POS SYSTEM TO TRACK AND MANAGE CUSTOMERS, PRODUCTS AND STORE INFORMATION.

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WE’VE HEARD IT MANY TIMES BEFORE: OUR SHOPPERS HAVE MORE AND BETTER TECHNOLOGY THAN WE DO. SO HOW DO WE EXPECT JUNIOR AND SENIOR STAFF ALIKE TO BE ABLE TO PROVIDE A SERVICE WHEN CUSTOMERS KNOW MORE ABOUT THE PRODUCT (AND THE COMPETITION) THAN STAFF DO?

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AND MUCH OF THIS SHOPPER INTELLIGENCE IS AROUND PRICE. THE PHRASE “PRICE TRANSPARENCY” IS EVERYWHERE. RETAILERS MUST COME UP WITH A REASON FOR PEOPLE TO SHOP THEIR STORE. AND IT COMES DOWN TO A UNIQUE IN-STORE EXPERIENCE.

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THE AMAZON EFFECT:

YOU MUST PREVENT YOUR STORE FROM GETTING HIJACKED BY OTHER RETAILERS, OR YOUR BRICKS AD MORTAR STORE WILL BECOME AN EXPENSIVE SHOWROOM.

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SO HOW IS TECHNOLOGY CHANGING RETAILING?

THIS TIME LAST YEAR ONLY 64% OF CANADIAN RETAILERS HAD A SOCIAL MEDIA STRATEGY, TODAY IT’S CLOSER TO 85-90%. WHY?

MOBILE.

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SO WHAT DOES THIS ALL MEAN?

OPERATIONS AND MARKETING MUST BE BETTER TIED TOGETHER TO BE ABLE TO DELIVER ON AN EXPERIENCE.

THE CMO HAS TO SIT AT THE TABLE WITH CIO AND BE INVOLVED IN DRIVING CONVERSATIONS ABOUT TECHNOLOGY.

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RETAILERS HAVE TO LOOK AT MARKETING, TECHNOLOGY AND BUSINESS OPERATIONS AS A WHOLE.

AND WE MUST IMPLEMENT TECHNOLOGY THAT CONNECTS WITH CUSTOMERS TO MAKE THEIR LIVES EASIER.

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HOW DO WE PROVE VALUE?FIND MORE RELEVANT WAYS TO MEASURE SUCCESS. IT’S NOT JUST ABOUT ROI OR BASKET SIZE. IT’S ABOUT CREATING INSIGHTS BASED ON THE MANY SHOPPERS IN OUR STORES. 40% OF DRUG/GROCERY SHOPPERS ARE BUYING FOR PEOPLE OUTSIDE OF THE FAMILY: ELDERLY PARENTS OR KIDS IN UNIVERSITY. HOW DO WE MEASURE AND MARKET TO THIS BEHAVIOUR?

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UNDERSTANDING OUR SHOPPER IS KEY. AND THIS GOES BEYOND OUT-DATED CRM SYSTEMS. FACEBOOK IS THE MOST UP-TO-DATE CRM IN THE WORLD, IN A SENSE. IT’S CURRENT, IN SOME CASES, UP TO THE HOUR. HOW CAN RETAILERS TAP INTO THIS WITH THEIR SOCIAL MEDIA STRATEGY?

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LET’S START THINKING ABOUT USING SHOPPER INSIGHTS BASED ON REAL TIME SALES TO DRIVE MARKETING PROGRAMS.

BUT THIS CAN ONLY HAPPEN IF WE USE THE I.T. GROUP AS PART OF THE EXECUTIONAL ARM OF MARKETING.

WE SHOULD ALL BE WORKING TOWARD A SINGLE VERSION OF THE TRUTH.

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TO STAY AHEAD OF SHOPPERS WE MUST DO WHAT’S NEXT. THE TECHNOLOGY OF TODAY IS NOT THE TECHNOLOGY OF TOMORROW.

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BREAKOUT SESSIONTHE SOCIAL SHOPPER: A LENS INTO THE FUTURE OF RETAIL EXPERIENCES. STEVE MAST, DELVINIA

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WITH SO MANY DIGITAL OPTIONS, WHAT SHOULD RETAILERS AND MANUFACTURERS DO?

FIRST – UNDERSTAND WHAT TECHNOLOGY YOUR SHOP-PERS ARE ACTUALLY USING AND HOW THEY’RE USING IT.

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75% OF CANADIANS HAVE MADE AN ONLINE PURCHASE IN THE LAST 2 MONTHS. BUT IT WAS AN ONLINE DOWNLOAD OF APPS, MUSIC AND BOOKS.

MOST SHOPPERS ARE USING DIGITAL FOR RESEARCH BUT MOBILE IS STARTING TO CHANGE THIS WITH SHOPPERS NOW RESEARCHING PRODUCTS ON THE WAY TO THE STORE OR IN THE AISLE.

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53% LOOK ON SOCIAL NETWORKS AND ONLINE FOR COUPONS AND PROMOS.

65% OF CANADIANS LOOK ONLINE FOR PEER REVIEWS BEFORE BUYING.

SURPRISINGLY, THEY ARE NOT GOING ONLINE TO FIND RETAILER ADDRESSES OR PHONE NUMBERS BECAUSE TOO FEW RETAILERS HAVE MOBILE WEBSITES.

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SHOPPERS AND MOBILE:

MOBILE IS ACTING AS A BRIDGE BETWEEN THE ONLINE AND OFFLINE WORLDS.

1 IN 5 CANADIANS ARE SEARCHING FOR PRODUCT INFO WHILE THEY ARE STANDING IN THE AISLES.

IN 2010 25% OF SHOPPERS USED THEIR PHONE TO SEARCH FOR PRICES– UP FROM 12% IN 2009.

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SHOPPERS AND SOCIAL MEDIA:

SHOPPERS ARE LOOKING FOR DEALS AND PROMOTIONS ON YOUR SOCIAL SITES.

THEY WANT TO SHARE THOUGHTS ANDIDEAS WITH YOU. AND THEY WANT YOUR FEEDBACK ON THEIR FEEDBACK. AKA: A CONVERSATION.

THEY WANT BETTER INTEGRATION ACROSS ALL DIGITAL MEDIA NOT A SEPERATE MESSAGES ON FACEBOOK, TWITTER, MOBILE AND WEBSITE PROPERTIES.

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SHOPPERS AND QR CODES:4 OUT OF 5 SMARTPHONE USERS KNOW WHAT AQR CODE IS, VERSUS 2 OUT OF 5 A YEAR AGO.

40% HAVE A READER INSTALLED. BUT A URL IS STILL THEIR #1 WAY TO ACCESS CONTENT.

22% ARE INTERESTED IN OR HAVE USED QR CODES BUT THEY WANT REAL VALUE ATTACHEDTO THEM, NOT JUST A VIDEO OR LINK.

INSTRUCTIONS ARE CRITICAL. DON’T MAKESHOPPERS GUESS HOW TO USE IT.

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SHOPPERS ARE ASKING FOR:

1. COLLABORATION WITH RETAILERS AND MANUFACTURERS

2. THEY WANT TO INFLUENCE IN-STORE EXPERIENCES 3. REATILERS TO ANTICIPATE WHAT’S NEXT.

LET THEM ACT AS A LENS INTO THE RETAIL EXPERIENCE.

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IT’S TIME FOR RETAILERS TO LEARN FROM THE MISTAKES OF THE MUSIC AND PUBLISING INDUSTRIES. WE STILL HAVE THE TIME TO PUT A GREAT STRATEGY TOGETHER TO MAKE SURE WE’RE WORKING WITH SHOPPERS AND CONSUMERS AND NOT FIGHT-ING AGAINST THEM.

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BREAKOUT SESSIONPHYGITAL MARKETING DR. JOHN REEVES, KYP

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PHYGITAL IS NOT JUST A STRANGE WORD. IT’S A DISCIPLINE THAT SEEKS TO CREATE A SEAMLESS LINK FROM THE PRINT WORLD TO THE DIGITAL WORLD.

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AND IT’S A DISCIPLINE THAT IS STRIVING TO UNDERSTAND MORE FULLY THE NATURE OF THE INCREASINGLY DIGITIZED CONSUMER. IT’S KEY TO APPLY THE EXPECTATIONS OF THE CONSUMER AND THE SHOPPER TO THE CUSTOMER PATHWAY.

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THERE IS A SEQUENTIAL NATURE TO HOW CHANNELS INTERACT WITH ONE ANOTHER, AND EACH ONE HAS ITS OWN ROLE. THE PHYSICAL CHANNEL IS THE MOST EMOTIONAL ONE.

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BUT THE CUSTOMER NEEDS TO KNOW WHY SHE’S BEING SENT ONLINE. IT’S CRITICAL TO ESTABLISH A CLEAR REASON WITH YOUR PHYSICAL COMPONENT.

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IT’S A FACT THAT HUMANS LIKE TO START WITH WHAT THEY KNOW.

IN ORDER TO USHER THEM THROUGH AN UNFAMILIAR PROCESS, YOU’RE GOING TO NEED TO MAKE THEM COMFORTABLE FIRST.

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AND SO TO MAKE THE LINK BETWEEN THESE WORLDS, WE USE BRIDGING TECHNOLOGIES, LIKE RFID, QR CODES, DVDs (NOT SO MUCH ANYMORE), AND NOW WEB KEYS.

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A WEB KEY IS AN EASY WAY TO GET PEOPLE ONLINE, AND TO VERY SPE-CIFIC CONTENT. IT LAUNCHES THE USER’S BROWSER WHEN IT’S INSERTED INTO THE USB PORT, SO NAVIGATION AND LONG URLS TO TYPE IN ARE NO LONGER A CONCERN.

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WHAT’S ALSO GREAT ABOUT THIS TACTIC IS THAT IT TAKES SEARCH ENGINES OUT OF THE EQUATION, WHICH MEANS YOU HAVE A LOWER RISK OF LOSING THE CUSTOMER THROUGH THE PROCESS.

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THE WEB KEY SERVES AS A PHYSICAL HOMEPAGE THAT LAUNCHES YOU TO THE DIGITAL SPACE. IT’S PERSONALIZED, IT HAS COMPELLING METRICS ATTACHED TO IT, AND IT REDUC-ES PASSWORD REQUIREMENTS, FUNCTIONING AS A GREAT POINT OF SERVICE.

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AND LIKE ANY GREAT DIRECT MAIL PIECE, WITH DIMENSIONALITY COMES RESPONSE. YOUR PHYSICAL PIECE SHOULD REPRESENT AS MUCH AS DOES YOUR DIGITAL PIECE. THE MORE VALUABLE CONTENT YOU PUT IN YOUR PRINT PIECE, THE BETTER. THE POINT IS TO ENGAGE IN THE PHYSICAL WORLD, AND CURATE THE INFORMATION IN THE DIGITAL WORLD.

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KEYNOTEFROM FLYERS TO FACEBOOKBRAD MURPHYDARRELL COOK

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THE WAYS IN WHICH WE REACH OUT TO SHOPPERS IS EVOLVING. THE FLYER HASN’T GONE AWAY, BUT IT CANNOT BE A RETAILER’S ONLY WAY OF DELIVERING CONTENT.

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THINK OF THE PAPER FLYER AS ANCHOR TENANT.

AND NOW DETERMINE HOW EVERY OTHER COMMUNICATION TOOL CAN HELP SUPPORT AND MAKE THAT PAPER FLYER WORK HARDER.

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RETAIL COMMUNICATION BREAKDOWN LOOKS LIKE THIS:

STORE COMMERCE = IN-STORE MARKETING AND POP

ECOMMERCE = SEARCH AND WEB

MOBILE COMMERCE = APPS AND AN OPTIMIZED SITE

INTERACTIVE COMMERCE = VIDEO AND AUDIO

SOCIAL COMMERCE = TWITTER, FACEBOOK AND BLOGS

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NO MATTER WHAT TOOLS YOU CHOOSE, RETAILERS SHOULD HAVE SUBJECT MATTER EX-PERTS THAT CAN KEEP YOU INFORMED AND UP TO DATE.ON THE LATEST FEATURES AND FUNCTIONALITY.

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AND WHERE DOES ALL OF THIS CONTENT COME FROM?

THERE CAN BE RETAILER-BRANDED CONTENT.

VENDOR SUPPLIED CONTENT THAT IS PRODUCT- OR BRAND-SPECIFIC.

USER-GENERATED CONTENT – CREATED BY YOUR SHOPPERS AND CONSUMERS.

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SO RETAILERS, IT’S TIME TO ASK YOURSELVES,

“HOW AGILE IS MY CONTENT?”

HOW CAN A PRODUCT OFFERING LIVE OFFLINE AND ONLINE?

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AND NOW, HOW DO YOU MEASURE SUCCESS? RETAILERS UNDERSTAND PRINT FLYERS. AFTER ALL THESE YEARS, YOU KNOW HOW MUCH IT COSTS, HOW IT WORKS AND HOW SHOPPERS WILL ACT AND REACT.

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BUT NOT ALL SHOPPERS CAN BE FOUND WITH A FLYER.

RETAILERS SHOULD START DEVELOPING A CONTENT PREFERENCE SYSTEM. FEED SHOPPERS THE CONTENT THEY WANT THE WAY THEY WANT IT AND BASED ON THEIR CURRENT NEEDS. HAVING A RICH UP-TO-DATE CRM DATABASE ALLOWS YOU TO UNDERSTAND WHAT THE SHOP-PER IS BUYING AND HOW THEY WANT TO INTERACT WITH YOUR STORE.

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IF YOU’RE NOT ALREADY, IT’S TIME TO START TESTING AND LEARNING. FIGURE OUT WHAT A MOBILE NUMBER IS WORTH TO YOU. WHAT ABOUT A LIKE ON FACEBOOK? AND IN THE BIGGER PICTURE, WHAT IS EACH CHANNEL WORTH? FROM HERE YOU CAN MAKE THE RIGHT INVESTMENT FOR YOUR STORE AND YOUR CUSTOMERS.

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KEYNOTETHE CHANGING FACE OF RETAIL IN CANADAJOHN TORELLABILL GOWNJACK BAILLIEELIZABETH DUTTON

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WHAT ARE THE BIG TRENDS IN THE RETAIL SECTOR RIGHT NOW?CUSTOMERS ARE MORE KNOWLEDGE-ABLE THAN EVER BEFORE.

PRICE IS SO TRANSPARENT THAT IT’S DRIVING DOWN MARGINS.

TRADITIONAL MARKETING AND ADVERTISING BUDGETS ARE STILL THERE BUT WE MUST ALSO FIND BUDGETS FOR DIGITAL AND SOCIAL.

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WHAT DOES THIS ALL MEAN?RETAILERS AND CONSUM-ERS ARE FEELING THAT THERE IS A LOT OF CHOICE.

BUT THIS ALSO LEADS TO A LOT OF CONFUSION.

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RETAILERS ARE SAYING WE HAVE TO BE MORE CUSTOMER-CENTRIC BUT THIS IS RHETORIC, NOT REALITY. YOU NEED TO UNDERSTAND YOUR CUS-TOMER BETTER SO YOU CAN EMBRACE THE DIFFERENCES IN GEOGRAPHY AND DEMO-GRAPHICS AND BETTER MEET THEIR NEEDS.

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SUCCESSFUL RETAIL COMMUNICATIONS SHOULD BE LINKED TO:

BUILDING SALES GROWTH AND BUILDING THE BRAND VALUE.

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LOOK AT THE BRAND EXPERIENCE. IS IT CONSISTENT? A LOT OF THIS EXPERIENCE IS DELIVERED ON THE FLOOR. SO HOW DO YOU MAKE EMPLOYEES FEEL A PART OF THE PROCESS? BEFORE YOU TELL YOUR STORY EXTERNALLY MAKE SURE YOU TELL IT INTERNALLY.

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BREAKOUT SESSIONAIR MILES’ LEVERAGING SOCIAL MEDIA AND MOBILE ERIN WALDIE

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GETTING STARTED ON A SOCIAL MEDIA PLAN CAN BE A DAUNTING TASK. SO IT’S BEST TO FOLLOW SOME TRIED AND TRUE RULES AND USE FORRESTER’S POST:

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PEOPLE START RESEARCHING HOW PEOPLE INTERACT WITH YOUR BRAND. HOW ARE THEY TALKING ABOUT YOUR BRAND NOW?

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OBJECTIVES CLEARLY DEFINE YOUR OBJECTIVES. IS IT FEEDBACK? IS IT TALKING TO PEOPLE? IS IT TO BUILD A COMMUNITY? THEN FIND WAYS TO RESPOND TO AND EMBRACE THE FEEDBACK FROM YOUR COMMUNITY.

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STRATEGY NOW LOOK AT HOW YOUR PART-NERS (INTERNAL AND EXTERNAL) CAN PLAY A ROLE.

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TECHNOLOGY THE AGE OLD QUESTION: JOIN OR BUILD? ARE YOU JOINING A CONVERSATION OR WILL YOU BUILD AN EXCLUSIVE PLACE FOR YOUR FANS TO INTERACT?

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DURING YOUR RESEARCH STAGE, ASK MEMBERS AND PROSPECTIVE MEMBERS WHAT TYPES OF CON-TENT THEY WOULD BE WILLING TO SHARE.

AND THEN GET OUT THERE AND START TO TEST YOUR IDEAS. AIRMILES STARTED WITH A “SHARE YOUR MEMORIES” PROMO BY SIMPLY CREATING DIGITAL PROMOS AND MAKING THEM SOCIAL.

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THEY CREATED A LINK BETWEEN SOCIAL ACTIVITY AND OFFLINE ACTIVITY BY USING THE SAME LOYALTY NUMBER FROM USERS’ CARDS AS THEIR LOG-IN ON THE SITE. THE RESULTS: 10,000 MEMBERS SIGNED UP IN THE FIRST 5 DAYS.

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THE PREDICTION AT AIRMILES: IN 1-2 YEARS MOBILE BROWSING WILL START TO EXCEED DESKTOP BROWSING.

BUT ARE RETAILERS AND SHOPPERS WANTING THE SAME RESULTS?

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RETAILERS WANT:IMPRESSIONS TO DRIVE TO WEBSITES.

RELEVANCY TO DRIVE TO IMMEDIATE OFFERS IN STORE.

REVENUE.

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CONSUMERS WANT:

UTILITY. MAKE IT USEFUL FOR ME.

CONVENIENCE. MAKE IT EASY FOR ME TO USE.

DEALS. GIVE ME VALUE.

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AIRMILES’ GENERAL PHILOSOPHY:

THINK BIG. START SMALL. SCALE FAST.

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THE EVENT ITSELF WAS A PLEASANT SURPRISE. GONE ARE THE DAYS OF RETAILERS AND MANUFACTURERS WONDERING WHEN TO TAKE THE DIGITAL AND SOCIAL LEAP. THE SENSE IN THE ROOM WAS THAT WE’VE ALL STARTED TO TEST IDEAS AND STRATEGIES THAT ARE RELEVANT TO OUR BUSINESS AND MARKETING OBJECTIVES. TRADITIONAL PRINT AND FULFILLMENT VENDORS ALL OFFER SOCIAL/MOBILE DISTRIBUTION. AND CONTENT CREATORS ARE TALK-ING ABOUT HOW TO SELL A RETAILER’S PRODUCT ACROSS ONLINE AND OFFLINE TOUCHPOINTS.

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BUT THE REAL STRUGGLE NOW IS HOW DO WE STAY ONE STEP AHEAD OF OUR SHOPPERS AND CUSTOM-ERS? HOW DO WE GIVE THEM WHAT THEY WANT, WHEN THEY WANT IT? AND HOW DO WE FIND THE RE-SOURCES – BOTH TIME AND MON-EY – TO DO THIS WELL AND IN ADDI-TION TO TRADITIONAL MARKETING AND ADVERTISING.

WE’RE LOOKING FORWARD TO SEE-ING HOW THIS YEAR CHANGES THE CANADIAN RETAIL LANDSCAPE AND ARE ANTICIPATING A YEAR OF IN-NOVATION, SOME RISK TAKING AND A LOT OF SUCCESS STORIES.

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PHILTER RETAIL INC.

167 KING STREET EAST, SECOND FLOORTORONTO, ONTARIO, M5A 1J4416.365.0460www.philterretail.comwww.unphilteredblog.com@philterstory