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WHY MOBILE DEALS ARE DRIVING
IN-STORE DOLLARS
Mike Georgoff
VP New Products
RetailMeNot Stats
13MM
app downloads
~38MM
visits/month
9K+
geo-fence locations
$3.5B
facilitated 2013
global merchant sal...
Psychology
RetailMobility
this is where the new rules of retail are written.
in the coming decade, only one
state of mind matters
Millennials
and they love a great deal more
than any living generation
born after 1980
slightly narcissistic
makes poor decisions
@mtgeorgoff
1983 1994 2001 ‘05 ‘07 2012
blissful
ignorance
gangly
awkwardness
crippling
debt
small window
of optimism
everything
goes ...
5.1%
4.6%
5.8%
9.3%
9.6%
8.9%
8.1%
7.4%
4.6%
6.7%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Source: US Bureau of L...
Source: Pew Research Center / Millennials in Adulthood
student loan debt
unemployment
poverty
personal income
wealth
retail winners focus on
consumer value
and aren’t shy about using
intelligent promotions
70% believe that most consumers today
care a lot about finding a good deal
60% plan to increase their promotional
activiti...
Source: Interbrand / 2014 Best Retail Brands
+19% +22% +16%
+383% +15% +15%
Source: Pew Research / Smartphone Ownership 2013
don’t forget about mobility
80%
US Adults that Own a
Smartphone
US Adults...
#1 challenge
gigantic time spend vs
advertising spend mismatch
Source: Mary Meeker KPCB / Internet Trends 2014
MOBILE
5%
19%
4%
20%
PRINT
Time Spent
Ad Spend
$30B US
mismatch
#2 challenge
attribution fuzziness for the
biggest piece of the mobile pie
– online to offline
looking for a consensus “cookie”
Barcode Location +
Device ID
Email or
other PII
#3 challenge
basic usability breakdowns
“Print this email
to shop in store”
#4 challenge
failure to recognize new
influence points
“In-store or online?”
“What store?”
“Which products?”
#1
#2
a proximity based path to purchase
#3
but new solutions are emerging
RetailMeNot In-Store
Express Case Study
Results:
Sales increased
167% WOW
Overall click volume
increased 46%
33% of all purchases
were from new...
3% - 5% Lift in total in-store sales
$1 spend = $7.31 return
85% Incremental sales
5% - 18% Increase in AOV
Forrester Tota...
Representative Partners
keep it old school
mgeorgoff@rmn.com
tweet @mtgeorgoff
to talk mobile, retail, or trade
embarrassing mustache pics
Why Mobile Deals are Driving In-Store Dollars (presentation from Future Stores)
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Why Mobile Deals are Driving In-Store Dollars (presentation from Future Stores)

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The divide between online and offline commerce is rapidly being obliterated, thanks to new web, mobile and in-store technologies that enable consumers to transact seamlessly across these channels easily and conveniently. Savvy desktop users send online deals to their mobile devices for later use. And with the power of location-aware offers, merchants have a chance to grab a consumer’s attention as he/she walks in the door of their favorite shopping mall. RetailMeNot will share research and case studies about how the mobile phone and online deals are turning into meaningful foot traffic and in-store dollars.

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Why Mobile Deals are Driving In-Store Dollars (presentation from Future Stores)

  1. 1. WHY MOBILE DEALS ARE DRIVING IN-STORE DOLLARS Mike Georgoff VP New Products
  2. 2. RetailMeNot Stats 13MM app downloads ~38MM visits/month 9K+ geo-fence locations $3.5B facilitated 2013 global merchant sales 169K+ twitter followers 2.6MM+ facebook fans 14MM+ newsletter and alert subscribers As of March 31, 2014 ~35% of total site traffic is mobile 2.6% total ecommerce sales driven by rmn.com thanksgiving thru cyber monday
  3. 3. Psychology RetailMobility this is where the new rules of retail are written.
  4. 4. in the coming decade, only one state of mind matters Millennials and they love a great deal more than any living generation
  5. 5. born after 1980 slightly narcissistic makes poor decisions @mtgeorgoff
  6. 6. 1983 1994 2001 ‘05 ‘07 2012 blissful ignorance gangly awkwardness crippling debt small window of optimism everything goes to hell
  7. 7. 5.1% 4.6% 5.8% 9.3% 9.6% 8.9% 8.1% 7.4% 4.6% 6.7% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Source: US Bureau of Labor Statistics Bear Stearns and Lehman Bros fail GM bankruptcy US credit downgrades Eurozone crisis Crimea annexation
  8. 8. Source: Pew Research Center / Millennials in Adulthood student loan debt unemployment poverty personal income wealth
  9. 9. retail winners focus on consumer value and aren’t shy about using intelligent promotions
  10. 10. 70% believe that most consumers today care a lot about finding a good deal 60% plan to increase their promotional activities in the next 12 months Source: Kelton Research + RetailMeNot / Q2 2014 survey of 204 digital marketing decision makers the retailer perspective
  11. 11. Source: Interbrand / 2014 Best Retail Brands +19% +22% +16% +383% +15% +15%
  12. 12. Source: Pew Research / Smartphone Ownership 2013 don’t forget about mobility 80% US Adults that Own a Smartphone US Adults 18-34 (aka Millennials)56%
  13. 13. #1 challenge gigantic time spend vs advertising spend mismatch
  14. 14. Source: Mary Meeker KPCB / Internet Trends 2014 MOBILE 5% 19% 4% 20% PRINT Time Spent Ad Spend $30B US mismatch
  15. 15. #2 challenge attribution fuzziness for the biggest piece of the mobile pie – online to offline
  16. 16. looking for a consensus “cookie” Barcode Location + Device ID Email or other PII
  17. 17. #3 challenge basic usability breakdowns
  18. 18. “Print this email to shop in store”
  19. 19. #4 challenge failure to recognize new influence points
  20. 20. “In-store or online?” “What store?” “Which products?” #1 #2 a proximity based path to purchase #3
  21. 21. but new solutions are emerging
  22. 22. RetailMeNot In-Store
  23. 23. Express Case Study Results: Sales increased 167% WOW Overall click volume increased 46% 33% of all purchases were from new customers Goal: Create a better experience for shoppers and understand the impact on sales online and in-store. Solution: Converted four print campaigns to digital offers using the RetailMeNot In-Store platform
  24. 24. 3% - 5% Lift in total in-store sales $1 spend = $7.31 return 85% Incremental sales 5% - 18% Increase in AOV Forrester Total Economic Impact
  25. 25. Representative Partners
  26. 26. keep it old school mgeorgoff@rmn.com tweet @mtgeorgoff to talk mobile, retail, or trade embarrassing mustache pics

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