Consumers expect a meaningful in store mobile experience, are you prepared for bricks-and-mobile? Across the past year optimized in store experience has transitioned from exceeding customer expectations, to now simply meeting expectations – and QR codes are not enough. Panelists from leading retailers and mobile marketing leaders share successful mobile in store strategies to drive CRM, consumer engagement, and sales. The era of mobility has arrived, and your customers expect a customized relevant in store experience delivered to their phone- how does your company perform? Learn to push branded video games, mp3s, in-store specials and promotions that capture the attention of consumers and generate excitement around the products being sold. Create traffic in stores during off-peak seasons Increase POS opportunities Target specific groups of consumers Raise your brand awareness

1. Engaging
the
On-­‐the-­‐Go
Consumer
Tim
Hayden,
CMO,
44Doors
Sco=
Forshay,
Director,
Mobile
Strategy,
Morpheaus
Media
Tom
Nawara,
Vice
President,
Digital
Strategy
and
Design,
Acquity
Group
Suhail
Pothigara,
Manager,
Mobile
Development
Program,
Macys.com

2. Mobile Experience Solutions: Technology + Strategy

3. Mobile Experience Solutions: Technology + Strategy

4. Sco=
Forshay
Director,
Mobile
Strategy
Morpheaus
Media

5. Trend One: Connected Consumers are Consumers of Context

6. Trend Two: Intelligent Marketing is Now in the Moment.

7. Trend Three: The Mobile Medium Carries the Brand Narrative

8. Tom
Nawara
Vice
President,
Digital
Strategy
and
Design
Acquity
Group

9. The
third
screen
is
already
the
first
screen
>5.4BB
mobile
accounts
globally
250MM
in
the
US
43%+
smartphones
9

10. Notable
StaUsUcs
30%
[of
consumers
ages
25-­‐44
considered
a
retailer’s
mobile
competence
a
major
factor
when
shopping]
*
*
IDC
Insights,
2011

11. Notable
StaUsUcs
47%
[of
consumers
have
accessed
customer
reviews
in-­‐store
using
their
mobile
device]
*
*
Shop.org
Social
Commerce
Survey,
September
2011

12. Notable
StaUsUcs
53%
[of
on-­‐the-­‐go
shoppers
will
give
you
their
locaDon
in
exchange
for
more
relevant
content]
*
*
JiWire
Study,
September
2011

13. Notable
StaUsUcs
56%
[of
people
believe
mobile
can
make
the
shopping
experience
more
enjoyable
]
*
*
Lightspeed
Research,
2011

15. Suhail
Pothigara
Manager,
Mobile
Channel
Development
Macy’s
Inc

16. Web
Ads
have
been
shrunk
to
fit
in
the
mobile
channel..
Web
Banner
=
Mobile
Banner
..and
they
are
not
working
“ 48%
to
60%
of
Mobile
ads
are
accidentally
hit”
-­‐
PonUflex
Survey
and
others.

17. The
web
popups
have
reappeared
-­‐
just
more
annoying
=
Web
Popups
Push
NoUficaUons

18. SoLoMo
+
Customer
Signals
The
new
mobile
adverUsing
and
engagement
success
factors
Web
Engagement
inputs:
Mobile
Engagement
inputs:
• Search
Keywords
• SOcial
network
integraUon
• Browsing
history
(cookies)
• Likes,
Fan
pages,
Social
buying
• Shopping
and
purchase
history
• LOcaUon
-­‐
Real-­‐Ume
Awareness
• Social
integraUon
• (GPS
+
Cell
tower)
• Day
parts
+
weather
• MObile
App
interacUons
• Return
frequency
• Product
Research
and
Purchases
Main
Areas
of
opportunity
In-­‐store
purchase
experience
GamificaUon
and
rewards
• Store
price
and
availability.
• scanning
barcodes
and
mobile
coupons
• Rewarding
key
behaviors
with
Gih
• Geo
Fencing
and
Mobile
Payments
cards,
coupons
and
other
rewards.

19. Engaging
the
On-­‐the-­‐Go
Consumer
Tim
Hayden,
CMO,
44Doors
Sco=
Forshay,
Director,
Mobile
Strategy,
Morpheaus
Media
Tom
Nawara,
Vice
President,
Digital
Strategy
and
Design,
Acquity
Group
Suhail
Pothigara,
Manager,
Mobile
Development
Program,
Macys.com