4. SERIES
ConsumerConnected #CCS14
About Retail TouchPoints
ü Launched in 2007
ü Over 28,000 subscribers
ü To provide executives with
relevant, insightful content
across a variety of digital
medium
Free subscription to our weekly newsletter:
RETAILTOUCHPOINTS.COM/SUBSCRIBE
19. The digital store is built on a core
set of technology:
1. Common commerce layer
2. Distributed order management
3. Content & Campaign management
4. Analytics
5. Location
31. Swirl is leveraging the power of mobile
and iBeacon technology to reinvent the
in-store shopping experience.
For consumers: The smartphone becomes
an integral part of the in-store experience,
informing and motivating buying decisions
when it matters most.
For retailers and brands: A new way to
drive sales by influencing consumers with
actionable content and offers at the
“moment of truth.”
32. 32
General
Location
Location Profile
Neighborhood
Store Entry
Department or
Area of Store
Verified
Micro-
Location*
End Cap or
POS Display
• Self-reported
• Mobile tracking
• Data modeling
Technology
Marketing
Goal
• GPS/Geofence
Mobile commerce
& drive to store
“Steer” to store
Engage and
influence
purchase
decisions in
store
*Other technologies include Wi-Fi, Check-in, Audio, Light, QR code, NFC
Location-Based Mobile Marketing
34. Poll Question
34
GPS/Geofence push messaging. Are you . . .
§ Currently using with customers
§ Considering/planning to use this year
§ Not likely to use this year
35. Poll Question
35
BLE/Beacon marketing. Are you . . .
§ Currently using with customers
§ Considering/planning to use this year
§ Not likely to use this year
36. Poll Question
36
Other in-store mobile marketing (Wi-Fi, QR codes,
etc.) Are you . . .
§ Currently using with customers
§ Considering/planning to use this year
§ Not likely to use this year
38. Why Beacons?
§ Work indoors
§ Precise, adjustable range (Tap – 100m)
§ Passive/automatic for consumers
§ Battery-powered (1+ yr. life)
§ Easy set-up & maintenance
§ Low infrastructure investment
§ Work across iOS and Android
§ Growing ecosystem momentum
38
39. Beacon Marketing Offers Big Benefits to Retailers
§ Increase mobile engagement
§ Retailer-branded experiences
§ Seamless and valuable for consumers
§ Combat showrooming
§ Influence buying decisions at right place/time
§ Enhance in-store shopping experience
§ Insights into in-store shopping behavior
§ Key component of omni-channel strategy
39
40. Smartphone Users are Ready for Beacon Marketing
Have used a mobile
shopping app while
inside a store
Would share their
location in return for value
Would purchase in-store
after receiving a relevant
offer while shopping
40
19%
58%
62%
78%
80%
Ability to pay with mobile
phone
Loyalty program integration
Content that is relevant to
interests and location
More tools for price
comparisions, accessing
lists, style guides
Push notifications about
sales/promotions
Which mobile app features do they most want
to use in-store?
Swirl/Research Now survey of Smartphone users, Nov 2013
85%
77%
72%
42. Poll Question
42
What is your current stage of BLE/Beacon marketing?
§ In-store pilot underway
§ Preparing for in-store pilot
§ Evaluating technology in office/lab
§ Still learning/exploring
§ No plans for beacon marketing this year
43. Alex and Ani - Reinventing Retail
43
Shopper satisfaction
with beacon marketing
experience
In-store app open rate
In-store conversion rate
from visit to purchase
“It’s the strategic and foundational
investments like iBeacon that have
enabled Alex and Ani to grow our
customer-centric omnichannel strategy
at record pace.”
- Ryan Bonifacino, VP Digital Strategy, Alex and Ani
How Alex and Ani
Is Pioneering the
Future of Retail
90%
75%
35%
44. Alex and Ani Shoppers Love the Beacon Experience
44
“The fact that it follows me and
synchs with the store location is
genius. It takes out the struggle
to awkwardly stand in a store
looking for offers and
information via the internet.”
“. . . It felt like an exclusive
shopping experience.”
“It added a fun factor to my
shopping experience.”
93%
90%
88%
88%
In-store
mobile offers
would
increase my
likelihood to
buy
In-store mobile
offers would
entice me to
visit a store
more
frequently
The in-store
experience
was intuitive
and easy to
use
The in-store
experience
was useful/
valuable
USER FEEDBACK
(Top 2 Box Survey Responses)
Shopper Feedback
45. A New “Welcome” Experience
§ Exclusive, Personalized Offers
- Usage/category stimulation
- Guide to “beaconized” depts
§ Loyalty Program Integration
- Member rewards/recognition
- Sign-up incentives
§ Auto-launch Mobile Features
- Store search/map
- Saved wishlist/shopping list
- Order status/pick-up
§ Value-added Digital Content
- Store promotions
- Closeout specials
- Seasonal content/trends/tips
- New arrivals
45
46. Department-Based Digital Experiences
§ Promotions and Offers
- Exclusive, personal offers
• Upsell, cross-sell
- Existing store promotions
- Manufacturer rebates
- Closeout/open-box specials
§ Auto-launch Relevant Mobile Features
- Full online inventory
- Product reviews
- Past purchases/specs
- Saved wishlist/shopping list
§ Value-added Digital Content
- Buying guides, style tips
- Seasonal/regional/trending content
- Reordering recommendations
46
47. More Beacon-Triggered Experience Ideas
47
§ Interactive end cap/POS display
- “Tap” for info/sweeps/offer
§ Mobile rewards card displayed at checkout
§ Post shopping engagement
- eMail address capture
- Shopper surveys
§ The future of personalized service
- Clienteling system alerts
- Dept/fitting room assistance
48. Remember the 3 C’s – Consumer, Consumer, Consumer
§ Privacy concerns
§ Data for Value equation
§ Relevance is the price of entry
§ Engaging vs. annoying
§ Plan the lifecycle
§ Personalization - key to long-term success
§ A true omnichannel opportunity
§ Test & learn NOW
48
Swirl/Research Now survey, Nov 2013
Not
relevant to
my interests
or location
41%
Did not
provide
enough
value
37%
Too
annoying
16%
Did not
opt-in to
receive
them
6%
Push Notification Turn-Offs
49. Moving From the Test Lab to the Main Street
§ Enterprise-class Beacons
- Data security, radio certifications
- Beacon network management
§ Consumer experience
- Retailer/brand messaging
- Messaging control (push/pull, triggers, caps)
- Content richness/engagement
- Personalization
- Omnichannel integration
§ Campaign management
- Retail marketer ownership
- Targeting based on profiles & behaviors
- Campaign measurement & analytics
- Testing & optimization
§ Platform scaling
- Workflow/permissioning
- API’s and data integration
49
55. SERIES
ConsumerConnected #CCS14
Q & A // Panelists
Debbie Hauss
Editor-in-Chief
Retail TouchPoints
MODERATOR
Adam Silverman
Principal Analyst
Forrester
Rob Murphy
VP of Marketing
Swirl Networks
56. SERIES
ConsumerConnected #CCS14
9
Thanks for attending!
Don’t miss today’s session:
APRIL
Boos+ng
Revenue
With
Smarter
WFM
2PM
ET
/
11AM
PT
ccs.retailtouchpoints.com/2014
