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The Digital Shopper

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OgilvyAction
OgilvyAction

Mobile moments provides concise summaries of 3 key points: 1. The document discusses how digital technologies can influence consumer behavior throughout a typical day, with a focus on how mobile phones create opportunities for targeted advertising and engagement. 2. It outlines 6 principles for effective mobile marketing, including being contextual, timely, useful rather than promotional, omnipresent, remarkable, and understanding consumer mindsets. 3. An infographic is presented that segments consumers into innovators, opinion leaders, early majority, late majority, and laggards based on their adoption of mobile shopping services.

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The Digital Shopper
A DAY IN THE LIFE OF THE DIGITAL SHOPPER How digital activation is used to influence the behavior of a young married couple, John and Sarah, during a ‘typical day in their life’.
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
The Digital Shopper
Consumers to Shoppers in Relevance and Shoppers Control Creativity
Mobile Moments
Mobile Moments
Mobile Moments Mobile scores highly Vs other channels Reach Targeting Engagement Viral Transaction Mobile Internet TV Print Radio Outdoor Chetan Sharma, January 2011, via Neilsen
Mobile Moments Understand speci c behaviours TNS: http://discovermobilelife.com/
Mobile Moments Mindsets Motives Moods Mode What people want Why people need How people feel How People do it
Mobile Moments The Consumer perspective: The Journey
Mobile Moments The Business perspective 1. Yield management is about optimising limited and perishable resources through timely pricing and communications. Think about the Choice Architecture of consumers at different stages Decision Criteria “Would you like an upgrade “Yes. Upgrade me!” Day before Sensory for $350?” I deserve: Moments Would you pay more or less for an empty flight? Text people a few days before a flight and ask them if they would like to swap to a less Full flight. 2. Economics of Satisfaction relates to the economic impact of ensuring the customers are “satisfied” to drive purchase, repeat purchase & advocacy; as well as reduce customer service issues and minimise negative word of mouth.
Mobile Moments !"#$%&'&(#) -$&,&./$") *+$%,&'&(#)
Mobile Moments The Principles: Mobile Moments
Mobile Moments 1. Be Contextual #wisdomfromtheurinal
Mobile Moments Retail installations can help provide consumers with “sales Aid” and generate commitment to the brand. Flights to Sydney You can get a 10% saving from using AMEX when buying holidays and ights with travel insurance.
Mobile Moments 2. Be timely & Placely Scratch your customer’s itch before they know they need to
Mobile Moments Westpac
Mobile Moments 3. Be Useful. Don’t tell. Enable. Give man a target and he will aim. Telling is less effective than in uencing and empowering. #wisdomfromtheurinal
Mobile Moments 3. Be Useful. Don’t tell. Enable. Give man a target and he will aim. Telling is less effective than in uencing and empowering. #wisdomfromtheurinal
Mobile Moments Milo have developed an App to help people organise football or sports matches with their friends
Mobile Moments 4. Be Effortful
Mobile Moments Brand experiences like street theatre - engage consumers, create buzz and drive footfall
Mobile Moments 5. Be omnipresent.
Mobile Moments Nestle platform for Parents
Mobile Moments 6. Be Remarkable #wisdomfromthecow
Mobile Moments Identify the business & communication opportunities Understand underlying consumer behaviour and emotions
From Armed To Charmed
From Armed To Charmed Fear Of The Tech- Empowered Shopper
From Armed To Charmed Mobile Changing Shopping Behavior.....
From Armed To Charmed .....But be aware of aggregate data “In$a$December$survey$conducted$for$the$NRF,$about$11$percent$of$shoppers$said$they$had$used$a$ smart$phone$for$holiday$shopping.$Of$those$who$did,$26$percent$made$a$purchase,$34$percent$read$ product$reviews$and$60$percent$browsed$for$giFs$on$their$phones.“ 60%$of$11%$is$6.6% 34%$of$11%$is$3.7% 26%$of$11%$is$2.8%
From Armed To Charmed Clearing the Fog
From Armed To Charmed Mobile Shopper Research Study Shoppers Experts
From Armed To Charmed Adoption of Mobile Shopping Services Smart$phones$crossing$the$chasm 5% 15% 30% 30% 20% Innovators Opinion Early Late Laggards Leaders Majority Majority Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
From Armed To Charmed The year of the “not so smart” phone user
From Armed To Charmed Early Adoption All the basics + Bleeding edge apps and services Innovators 42% have used retailer apps Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
The Digital Shopper
From Armed To Charmed Opinion Leader Actively using a broad set of mobile web-based search, social, and comparison tools while shopping Opinion Leaders 77% use search to look up product information in store Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
From Armed To Charmed Early Main Stream Simple-Savvy mobile shoppers; using email & text as primary device for brand comms Early Majority 27% receive daily or weekly messages from brands Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
From Armed To Charmed Mass Market Mostly online shopping tools; consumer reports, printing coupons, Facebook Late Majority 54% connect with friends while shopping Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
From Armed To Charmed Key Takeaway - Mobile following online LOOKED$THEN$BOUGHT$ LOOKED$THEN$BOUGHT$ BY$PHONE BY$ONLINE Innovators Opinion Early Late Laggards Leaders Majority Majority LOOKED-AT-A-PRODUCT-IN-STORE-AND-THEN-BOUGHT-ONLINE $ 85%$ 74%$ 66%$ 54%$ 29% LOOKED-AT-A-PRODUCT-IN-STORE-AND-THEN-BOUGHT-ON-PHONE $ 71%$ 27%$ 8%$ 1%$ 0% Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
From Armed To Charmed Majority Adoption = ROI Trusted? Learned? Needed? Simplifying? Innovators Opinion Early Late Laggards Leaders Majority Majority Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
50
Ques>on-#1 5 Things We Heard Loud And Clear From Shoppers 51
1.-Give-me-value-AND-service Checking-in-is-for-(in-this-order)-Loyalty,-Customer-Service,-Inventory-and-Deals- 52
2. Make shopping easier not more complex 53
From Armed To Charmed 3. Give me multiple points of access
From Armed To Charmed 4. Grow With Me Over Time
From Armed To Charmed 5. Know me@mobile
EXCUSE ME, THERE’S A QR CODE IN MY SOUP
TV AT HOME PRINT RADIO E OUT OF HOM ON THE GO SIGNAGE POSM IN STORE PACKAGING
ISHING ADIO & PUBL DIGITAL TV, R ORKS SOCIAL NETW MOBILE APPS RS PLING & E-VOUCHE ONLINE SAM TES PRICE CO MPARISON SI ES GROUP D ISCOUNTS SIT AT HOME DIGITAL OOH ITY AUGM ENTED REAL QR CODES S MOBILE SITE ON IMAG E RECOGNITI ON THE GO SMS/M MS/BLUETOO TH PPING B ARCODE SHO ITY AUGM ENTED REAL QR CODES TS DIGITAL CAR IN STORE NS IN STORE SCREE RFID -INS M OBILE CHECK S IPHONE/IPAD
Photo: Philippa Willitts
SAMPLING ON DEMAND
The Digital Shopper
PROMOS IN REAL-TIME
The Digital Shopper
ENGAGING DRIVE TO STORE
The Digital Shopper
TRULY INTERACTIVE DISPLAYS
The Digital Shopper
SOCIAL SHOPPING
The Digital Shopper
LIFESTYLE TARGETING
The Digital Shopper
ANYWHERE PURCHASE
The Digital Shopper
The Digital Shopper
THANK YOU

More Related Content

The Digital Shopper

  • 2. A DAY IN THE LIFE OF THE DIGITAL SHOPPER How digital activation is used to influence the behavior of a young married couple, John and Sarah, during a ‘typical day in their life’.
  • 11. Consumers to Shoppers in Relevance and Shoppers Control Creativity
  • 14. Mobile Moments Mobile scores highly Vs other channels Reach Targeting Engagement Viral Transaction Mobile Internet TV Print Radio Outdoor Chetan Sharma, January 2011, via Neilsen
  • 15. Mobile Moments Understand speci c behaviours TNS: http://discovermobilelife.com/
  • 16. Mobile Moments Mindsets Motives Moods Mode What people want Why people need How people feel How People do it
  • 17. Mobile Moments The Consumer perspective: The Journey
  • 18. Mobile Moments The Business perspective 1. Yield management is about optimising limited and perishable resources through timely pricing and communications. Think about the Choice Architecture of consumers at different stages Decision Criteria “Would you like an upgrade “Yes. Upgrade me!” Day before Sensory for $350?” I deserve: Moments Would you pay more or less for an empty flight? Text people a few days before a flight and ask them if they would like to swap to a less Full flight. 2. Economics of Satisfaction relates to the economic impact of ensuring the customers are “satisfied” to drive purchase, repeat purchase & advocacy; as well as reduce customer service issues and minimise negative word of mouth.
  • 19. Mobile Moments !"#$%&'&(#) -$&,&./$") *+$%,&'&(#)
  • 20. Mobile Moments The Principles: Mobile Moments
  • 21. Mobile Moments 1. Be Contextual #wisdomfromtheurinal
  • 22. Mobile Moments Retail installations can help provide consumers with “sales Aid” and generate commitment to the brand. Flights to Sydney You can get a 10% saving from using AMEX when buying holidays and ights with travel insurance.
  • 23. Mobile Moments 2. Be timely & Placely Scratch your customer’s itch before they know they need to
  • 25. Mobile Moments 3. Be Useful. Don’t tell. Enable. Give man a target and he will aim. Telling is less effective than in uencing and empowering. #wisdomfromtheurinal
  • 26. Mobile Moments 3. Be Useful. Don’t tell. Enable. Give man a target and he will aim. Telling is less effective than in uencing and empowering. #wisdomfromtheurinal
  • 27. Mobile Moments Milo have developed an App to help people organise football or sports matches with their friends
  • 28. Mobile Moments 4. Be Effortful
  • 29. Mobile Moments Brand experiences like street theatre - engage consumers, create buzz and drive footfall
  • 30. Mobile Moments 5. Be omnipresent.
  • 32. Mobile Moments 6. Be Remarkable #wisdomfromthecow
  • 33. Mobile Moments Identify the business & communication opportunities Understand underlying consumer behaviour and emotions
  • 34. From Armed To Charmed
  • 35. From Armed To Charmed Fear Of The Tech- Empowered Shopper
  • 36. From Armed To Charmed Mobile Changing Shopping Behavior.....
  • 37. From Armed To Charmed .....But be aware of aggregate data “In$a$December$survey$conducted$for$the$NRF,$about$11$percent$of$shoppers$said$they$had$used$a$ smart$phone$for$holiday$shopping.$Of$those$who$did,$26$percent$made$a$purchase,$34$percent$read$ product$reviews$and$60$percent$browsed$for$giFs$on$their$phones.“ 60%$of$11%$is$6.6% 34%$of$11%$is$3.7% 26%$of$11%$is$2.8%
  • 38. From Armed To Charmed Clearing the Fog
  • 39. From Armed To Charmed Mobile Shopper Research Study Shoppers Experts
  • 40. From Armed To Charmed Adoption of Mobile Shopping Services Smart$phones$crossing$the$chasm 5% 15% 30% 30% 20% Innovators Opinion Early Late Laggards Leaders Majority Majority Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
  • 41. From Armed To Charmed The year of the “not so smart” phone user
  • 42. From Armed To Charmed Early Adoption All the basics + Bleeding edge apps and services Innovators 42% have used retailer apps Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
  • 44. From Armed To Charmed Opinion Leader Actively using a broad set of mobile web-based search, social, and comparison tools while shopping Opinion Leaders 77% use search to look up product information in store Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
  • 45. From Armed To Charmed Early Main Stream Simple-Savvy mobile shoppers; using email & text as primary device for brand comms Early Majority 27% receive daily or weekly messages from brands Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
  • 46. From Armed To Charmed Mass Market Mostly online shopping tools; consumer reports, printing coupons, Facebook Late Majority 54% connect with friends while shopping Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
  • 47. From Armed To Charmed Key Takeaway - Mobile following online LOOKED$THEN$BOUGHT$ LOOKED$THEN$BOUGHT$ BY$PHONE BY$ONLINE Innovators Opinion Early Late Laggards Leaders Majority Majority LOOKED-AT-A-PRODUCT-IN-STORE-AND-THEN-BOUGHT-ONLINE $ 85%$ 74%$ 66%$ 54%$ 29% LOOKED-AT-A-PRODUCT-IN-STORE-AND-THEN-BOUGHT-ON-PHONE $ 71%$ 27%$ 8%$ 1%$ 0% Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
  • 48. From Armed To Charmed Majority Adoption = ROI Trusted? Learned? Needed? Simplifying? Innovators Opinion Early Late Laggards Leaders Majority Majority Source: Ogilvy Study, U.S., U.K., Singapore. Sample size=1,500.
  • 49. 50
  • 50. Ques>on-#1 5 Things We Heard Loud And Clear From Shoppers 51
  • 51. 1.-Give-me-value-AND-service Checking-in-is-for-(in-this-order)-Loyalty,-Customer-Service,-Inventory-and-Deals- 52
  • 52. 2. Make shopping easier not more complex 53
  • 53. From Armed To Charmed 3. Give me multiple points of access
  • 54. From Armed To Charmed 4. Grow With Me Over Time
  • 55. From Armed To Charmed 5. Know me@mobile
  • 56. EXCUSE ME, THERE’S A QR CODE IN MY SOUP
  • 57. TV AT HOME PRINT RADIO E OUT OF HOM ON THE GO SIGNAGE POSM IN STORE PACKAGING
  • 58. ISHING ADIO & PUBL DIGITAL TV, R ORKS SOCIAL NETW MOBILE APPS RS PLING & E-VOUCHE ONLINE SAM TES PRICE CO MPARISON SI ES GROUP D ISCOUNTS SIT AT HOME DIGITAL OOH ITY AUGM ENTED REAL QR CODES S MOBILE SITE ON IMAG E RECOGNITI ON THE GO SMS/M MS/BLUETOO TH PPING B ARCODE SHO ITY AUGM ENTED REAL QR CODES TS DIGITAL CAR IN STORE NS IN STORE SCREE RFID -INS M OBILE CHECK S IPHONE/IPAD