4. #ManthanMobility
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5. #ManthanMobility
Panelists
Anand Sri Ganesh
Senior Vice President and
Business Head for Customer
Analytics
Manthan Systems
MODERATOR
Greg Girard
Program Director, Merchandise
Strategies
IDC Retail Insights
Alicia Fiorletta
Senior Editor
Retail TouchPoints
8. Shoppers use smartphones everywhere but fewer
use them in stores than elsewhere
0% 20% 40% 60% 80%
Get advice or ask a question via a social
network (e.g., Facebook, Twitter)
Check in via Foursquare, Facebook, or
other
Buy from another retailer
Check the latest deals via apps
Check reviews
Check the latest deals via web browsing
on my smartphone
Call, text, or message a friend or family
member
Check prices
% performed function with smartphone
Anywhere
In-Store
Q1. Which of the following did you do on your smartphone during the holiday shopping season from any location (work, home, etc.?)
Q2. Which of the following did you do on your smartphone during the holiday shopping season while inside a retail store? (Select all that apply)
N = 511
10. Why is the customer omni-channel?
To maximize efficiency!
For convenience
Because I want what I want
when I want it
For faster (& more or less)
service – self determined
For price compare/validation
To obtain complete and trusted
information
To get product recommendations
& personalized offers
To be treated as the unique
shopper I am
11. Omni-channel Customer Centricity
Omni-
channel
Customer
Stores
Outlets
Kiosk
Brand shops
Sales associates
Other staff
Call center
Online chat
Internet TV
Portals
Facebook
Social networking
Email
Website
Mobile Site
Mobile Apps
Virtual Stores
Twitter
Pinterest
Location based interactions
IoT
Competitive data
Collaboration
Fulfillment partners
XML/EDI
Affiliates
Market research
TV placements
Online auctions
Marketplaces
Magazines
Marketing collateral
Catalogues
Integrators
Dealers
Agents
Franchisees
Resellers
Logistics Partners
Retailers
Home advisors/installers
Shop in Shop
Pop up store
22. 42% of marketers are
planning to build customer
loyalty among mobile
device users**
36% of In-Store Sales
Driven by Mobile and
Social*
* Media Post, Deloitte Digital - 28th May
**2014 report “Getting Mobile Right” by Brand Republic and Netbiscuits
71% of marketers
currently use mobile as part
of multichannel brand
experiences**
Mobile channels, integrated with other communication channels, has become a
force multiplier
Mobility is now mainstream
22
23. Building blocks of mobile marketing
ACCESS
Convert anonymous
consumers to identified
customers. Opt-ins
create channels and
permissions to
communicate
INSIGHTS
Understand your customers,
buying behavior, digital
channels are critical to
timely shopper conversion
ENGAGEMENT
Target unique buying
behaviors and interest
groups. Communicate
when customer is most
receptive
23
24. Access: Converting anonymous consumers to
identifiable customers
“Opt-in” = the first
indication of a
customer’s desire to
engage
Extends the member program or becomes a surrogate for the member program
Permission to
communicate offers &
promotions, brand and
marketing messages
24
25. Insights: Understanding the path to purchase
25
Understanding the “always on” customer
Behavioral understanding
• Preferences
• Seasonality – pre-season vs in-season vs markdown
Intent – triggers to purchase
• Location preferences – proximity to home vs store
• Timing – time of day, day of week
• Purchase choices
Usage behavior
• In-app browsing patterns
• Social sharing behavior
Bringing in Big Data analytics to understand & respond to consumers in real time
26. Engagement: Managing traffic, conversion &
advocacy
Ubiquitous yet non-intrusive
- right time + right message
Influence the shopping list with pre-purchase
targeting
Encourage social sharing
Leverage geo-fencing
Notify based on multi-channel interactions
Targeting & personalization
Coupons based on behavioral insights
Localized offers and promos
Preference based communication
Product trials “most likely to buy”
26
27. Beyond promotions: marketing discovery
20% OFF
27
Consumer panel
• Stratified samples based
on behavioral insights
Consumer insights
• New product introduction
• Packaging and messaging
• Price discovery
Real-time feedback
• Implicit feedback
• In-app preferences and
favorites
• Customer surveys
30% OFF 25% OFF
28. $2B retailer capitalizes
on mobile engagement
opportunity to enhance
loyalty program
Cross format retailer adopts
Loyalty247 to:
Extend their loyalty card program to
include bi-directional engagement
Execute cross-channel targeting
and personalization
Co-marketing & targeted
advertising in partnership with CPG
suppliers
Integrate with existing customer
analytics infrastructure to gain
comprehensive customer visibility
across formats and channels
Succeeding with mobile engagement
28
29. Worldwide leader in retail & CPG analytics
Vision
Be the Chief Analytics Officer for the top
companies in the retail & CPG industry
Method
We bring fundamental change in the
way analytics are bought, used, applied,
and benefitted from
CUSTOMER ANALYTICSMERCHANDISE ANALYTICS
Store Ops Finance
eCommerce
Analytics
Know your Customer…
Establish a Dialogue
Optimize buying, selling, pricing,
assortments, placement
DATA & PROCESS
COLLABORATION PLATFORM &
ANALYTICS
Analytics Platform for Data Insights,
Monetization and Collaboration
TargetOne Loyalty247
Customer360 Vendor Insights
Vendor LinkFuel Analyzer
Chief Analytics Officer for 120 businesses
31. #ManthanMobility
Q & A / Panelists
Anand Sri Ganesh
Senior Vice President and
Business Head for Customer
Analytics
Manthan Systems
MODERATOR
Greg Girard
Program Director, Merchandise
Strategies
IDC Retail Insights
Alicia Fiorletta
Senior Editor
Retail TouchPoints
Throughout our presentation we encourage you to interact with our speakers by typing in questions and comments using the questions pane. We will be answering questions live both during the event and after the presentation.
This is the biggest thing to impact retailers and manufacturers in the last 10+ years and this is why an ecomm strategy is as integral to a manufacturer as it is to a retailer.
We – humans are evolving, if you think about it – we want to maximize our own efficiency
We want to leverage technology to improve our own lives
Service when we need it
Personal or not
Automation and convenience rule
Give up personal information as long as there is something in it for me
Cisco study Results show 61 percent of global consumers are willing to shop in an omni-channel, self-service, completely automated store, and 52 percent prefer self-service stations for faster check-out lines
Desire for more personal customer service: Although many shoppers want automation when purchasing, consumers are evenly divided, with 58 percent of consumers preferring help from an in-store associate. And when shopping online, slightly more consumers prefer to instant-message with a sales associate (30 percent), or call one on the phone (28 percent) than send an email (27 percent).
Mobile shopping experience: Consumers slow to adopt retailer apps
•Half of consumers use mobile phone when shopping: Majority 54 percent of consumers use mobile phones when shopping in a store, yet only 27 percent of consumers said they use retail mobile applications.
An Opt in is the first indication of a customer’s desire to engage