1. Online to Offline
How local mobile search drives in-store
traffic
#LBMAmtl

2. #LBMAmtl
The current state of mobile
marketing for retail
Frédéric
Laurendeau
Founding President

3. Online to Offline
How local mobile search drives in-store foot traffic
GOAL : Know your customers’ mobile behaviour
Stage 1 : The Origins (« Yesterday »)
Stage 2 : The Revolution (« Rise of the SoLoMo »)
• Customers expectations
• Customers mobile moments
Stage 3 : The New World Order (« Local mobile search »)
• Mobile « everywhere »
• Mobile is local
Stage 4 : The Mutations ( « Richer, more complex »)
• The modern marketing toolbox
• Looking ahead

4. We’re about Marketing Innovation
Airline
Banking & Finance
Tourism
Public transport
Mobile Payment
Real Estate
Retail
Insurance
Events
Innovations in
Customer Experiences
Strategy & Creativity
Technology Monitoring
Education
m
Interactive display
Gaming
Services Industry sectors

5. Key concepts
How local mobile search drives in-store foot traffic

6. Key concepts
How local mobile search drives in-store foot traffic

7. Key concepts
How local mobile search drives in-store foot traffic
purchases

8. Key concepts
How local mobile search drives in-store foot traffic
purchases
ENGAGEMENT!

9. Key concepts
How mobile search drives in-store engagement

10. OFFLINE & ONLINE : THE QUEST FOR CUSTOMERS
CUSTOMERS
OFFLINE
ONLINE

11. Stage 1 – The Origins : « Yesterday »
OFFLINE used to be the only « Power » in the quest for customers
• Traditional marketing tools used to be sufficient to attract and win customers
• Retail stores were only facing local competition
In-store traffic was the result of a simple equation
THEN THE CUSTOMER’S PATH TO PURCHASE CHANGED
Technology disrupted the linear buying process and behaviour

12. Yesterday

13. Next Latte:
50 meters!
Yesterday versus Today

14. Stage 2 – The Revolution : « Rise of the SoLoMo »
Procter & Gamble: First & Second Moments of Truth
Moment of Truth
In Customer Service, instance of
contact or interaction between a
customer and a firm (through a
product, sales force, or visit) that
gives the customer an opportunity
to form (or change) an impression
about the firm.
First : Shelf
Second : experience during the life
of the product
Introducing the Moments Of Truth (a classic, already!)

15. Stage 2 – The Revolution : « Rise of the SoLoMo »
Google: the Zero Moment of Truth
Each
Engaged Customer
becomes a
Brand Ambassador

16. ... Customers’ Expectations Evolved...
« To Find exactly What I want,
in my immediate context,
at the exact moment I need it ! »
1 IMMEDIATE
2 SIMPLE
3 RELEVANT

17. ... Mobile Moments Play a Crucial Role...
FORRESTER : A mobile moment is a point in time and space when someone pulls out a
mobile device to get what he or she wants immediately, in context.
DISCOVER
EXPLORE
BUY
USE
ASK
ENGAGE
Newsletter
Time-Sensitive Offers
Flash Sales
Engagement-Focused
Proactive information
Share, Personalize
Discover Use
Explore Ask
Buy Engage

18. Stage 3 – The New World Order : « Mobile everywhere »
Smartphone users owning at
least one other connected
device
Year when local mobile search
will exceed desktop searches
Canadian adults owning a
smartphone
56% 46% 2015

19. Mobile phone users accessing
Local content
Smartphone owners using their
device in stores to shop
Customers preferring ads to be
local
4 in 5 48% 80%

20. ... TELL ME WHO YOUR CUSTOMERS ARE...
KNOW your customers local search habits, behaviour & intentions
Search on for
Address / directions
Opening hours
Products
during
Work hours
Evening

21. Stage 4 – The mutations : « The modern toolbox »
Use what you KNOW : The modern marketing toolbox
• Geo-fencing & Location-based Ads
• Google Plus
• Radius bidding
• Loyalty programs & Daily deals
• iBeacons & Push Notifications
• In-Store Experience
• A/B Testing for in-store drivers
• Mobile payments
• …
x2
Shopping searches are two times
more likely to be performed in-store
50%
Of customers who conducted a local
search on their smartphones visited
a store within a day
3 of 4
Mobile searches that end in
purchase bring customer to an
offline store

22. Stage 4 – The mutations : « The modern toolbox »

23. Stage 4 – The mutations : « Looking ahead »
OFFLINE & ONLINE strategies Must become complementary
• Online strategy (Local mobile search) MUST drive in-store traffic
• In-store experience MUST improve customer engagment
• Customer engagement results in more exposure as customer become a brand ambassador
• Exposure leads to PURCHASES both ONLINE & OFFLINE

24. Stage 4 – The mutations : « Looking ahead »
Building bridges between online customer insights & in-store experience
• Find ways to harmonize the customer’s experience from the moment he searches on his
mobile until he WALKS OUT of the store
• New technologies & tools are available to design an integrated experience throughout the
buying process
• A multichannel strategy is key

25. Sources
• http://www.cision.com/us/2013/06/50-mobile-search-stats-and-why-you-should-care/
• http://googlemobileads.blogspot.ca/2013/03/mobiles-immediacy-effect-half-of-mobile.html
• https://www.thinkwithgoogle.com/research-studies/mobile-in-store.html
• http://solutions.forrester.com/mobile/landing-61Q6-3212NK.html
• http://urbanairship.com/lp/gimbal-urban-airship-partnership-webinar?email=a.balde%40mphase.ca&direct=true
• http://www.localsearchassociation.org/Main/Infographics.aspx
• https://www.comscore.com/Insights/Events-and-Webinars/Webinar/2014/Trends-Shaping-Local-Search-in-2014
• http://www.acromobile.com/success-stories-0/bid/310310/Mobile-Engagement-Requirements-for-Retail
• http://www.cbc.ca/news/business/smartphone-use-way-up-in- canada-google-finds-1.1384916

26. #LBMAmtl
Thank You
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