We were honored to have opportunity to speak at Digital Religion 2015. Organized by Marketing Magazine and the Canadian Marketing Association, Digital Religion brought digital thought leaders together to discuss technology’s impact on consumer behaviour and how marketers can take advantage.
Our presentation, titled “The Future of Shopper of Marketing is Now”, explained how advertisers can connect offline and online advertising to create immersive shopper experiences and increase sales, today. Specifically, we explained how retail has become the foundation for data-driven shopper marketing and how smart marketers are leveraging this to execute true omni-channel campaigns.
Check out the slides below, presented by our Director of Marketing, Marco Muzzi, for actionable insights and strategies that will help you take your marketing to the next level.
The Future of Shopper Marketing is Now
Few marketers know that right now you can connect offline and online advertising to create immersive shopper experiences and increase sales.
Today, I will explain how retail has become the foundation for data-driven shopper marketing and how you can leverage this to execute true omni-channel campaigns.
Consumer Behaviour is Changing
“We consume more media using mobile devices than any other (+21%).”
The digitalization of our world has shifted how we consume media, which has changed how we consume advertising.
It is common knowledge that consumer’s use of technology, specifically mobile devices, is steadily growing. In fact, we’re now at the point where consumers are accessing the internet and consuming media more through mobile devices than any other.
Ad Spend Is Shifting
“Mobile advertising revenue to climb 52% this year.”
To capitalize on this shifting consumer behavior, we’re seeing advertisers double-down on mobile, hoping this leads to the “promise land” of omni-channel.
This is well and good, however retail still accounts for roughly 90% of overall sales. Meaning advertisers need to find a way to take shopper marketing to the next level by tying together offline and online advertising.
Everyone Wants “Omni-Channel”
What does “omni-channel marketing” mean? Here is a working definition:
“Omni-channel marketing is the use of all physical channels (offline) and digital channels (online) to offer a seamless, innovative and unified customer experience.”
It’s Time to Put the Pieces Together.
“Only 4% of marketers are executing a true omni-channel campaign.”
With just a small number of advertisers capitalizing on changing consumer and technology trends, there is only room for improvement.
There are no more excuses
As our presentation will show today, there is really no reason why marketer’s can’t execute cross-channel shopper marketing campaigns. Consumers are ready, the infrastructure exists and there are simple and effective strategies available today.
Consumers Are Ready
As technology continues to immerse itself into our daily lives, consumers have begun looking for, and even expecting, more personalized shopping experiences that are contextually relevant to their behavior (offline and online).
This will only continue as the current generation of consumer replaces the baby boomers as more tech-savvy and personalized-ad receptive shoppers.
Consumers are Making Omni-Channel Decisions
“Before buying: 79% of consumers pre-shop; 90% of which do so in-store.”
The most obvious sign of this drastic behavior shift is how we make purchase decisions. We now look to pull information from multiple channels, with the retail store remaining a focal point.
Consumers Want to Engage Digitally In-Store
- 86% have smartphones in-store
- 61% visit interactive stores more often
- 58% prefer devices vs. speaking to employees
- 55% showroom in-store
Consumers Are Digitally Influenced, In-Store
- 73% influenced to buy from in-store mobile content
- 60% buy more because of in-store mobile content
- 33% seek promotions in-store
The Infrastructure Exists
Today there is technology which can capitalize on these optimal consumer conditions to create true omni-channel marketing experiences centered around retail.
5 mobile technologies are providing the foundation for digital marketing’s extension into the offline world:
- Bluetooth – Signals sent out via beacons that communicate with apps on smartphones.
- NFC – Tiny micro transmitters that use radio waves to communicate with enabled devices or cards.
- Wi-Fi – Uses a Wi-Fi signal to communicate with enabled devices once they’ve connected to the network.
- Digital Signage – Signage that uses monitors to project a message to, and engage with, an audience.
- Augmented Reality – Overlaying of virtual content onto the real-world via a mobile device (app).
These technologies are enabling stronger consumer engagement as well as data-driven decisions across all marketing touch points. True omni-channel campaigns will need one of these to connect with shoppers in-store.
5 Ways to Get Started, Today.
Interactive Digital Signage
Interactive digital signage loaded with content is placed in a store. As shoppers approach, motion-sensing technology adjusts the display to show content that influences the consumer. Some models can also deliver content to the shopper’s mobile device, as well as provide real-time analytics that can be used to optimize performance and retarget shoppers at home.
An AR app utilizes a mobile device’s camera, motion sensing capabilities and GPS tracking to overlay a virtual experience onto the real world. This experience is engaged with, and viewed through, the device’s screen. You can apply this to the retail store to create virtual showrooms and fitting rooms, as well as bring product information and specials to life.
Beacons utilize Bluetooth marketing and constantly emit a signal, which can be detected by compatible mobile devices. Once detected, the BLE signal instructs the device to execute a function within a specific application. If you have a mobile app, you can use beacons to engage shoppers as they navigate your store – sending them promotions, special offers, or other marketing content.
When a mobile device connects to a Wi-Fi network a notification will appear on the consumer’s device that delivers a marketing message. You could invite consumers to register for something and/or, providing they consent, collect their information for future marketing initiatives (i.e. email or direct marketing).
When an NFC “tag” is placed on an object, it will deliver information to any compatible device that comes within a few centimeters, causing the device to take action. This action can be anything from opening a URL to downloading a song. They are similar to beacons, however no app is required, only an NFC compatible device.
Here’s What You Can Achieve
Now that you’ve seen how these technologies work, let’s look at the kind of results they can deliver. Throughout the dozens of omni-channel campaigns that we’ve implemented, we’ve seen the following results:
- Increase sales up to 30%
- Average 3.2X ROI
- Increase marketing budget efficiency by average of 20%
In the End
Today’s shopper marketing technology will deliver:
- A personalized, engaging customer experience.
- Analytics across all customer touch points, powering stronger marketing decisions.
- Increased sales from dynamic shopper engagement.
… all through connecting with consumer’s mobile devices.
Your shoppers are evolving. Is your shopper marketing?