• 1. Expanding TouchPoints to Improve the In-StoreShopping Experience
  • 2. Panelists Gary Schwartz President & CEO Impact Mobile Andrew Gaffney Editor Retail TouchPoints
  • 3. Welcome Webinar Attendees Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here
  • 4. Is improving the in-store customer experience a priority for your organization?Yes, we are currently investing in improving thecustomer experience (0 to 6 months)This is a priority over the next 6 to 12 months This is a priority over the next 12 to 24 monthsNot a priority at this time
  • 5. If yes, which of the following technologies are youprioritizing to help improve the shopping experience? Plan To DeployCurrently Using Researching No Plansin Next 12 mos.Line Busting/Mobile POS 9.4%21.7% 41.5% 27.4% Clienteling/Guided6.4%20.0% 46.4% 27.3% Selling on Mobile Mobile Couponing 13.3% 18.6% 44.2% 23.9% Social Media 58.8% 20.2% 14.0%7.0%Digital Signage 29.2% 20.4% 26.5% 23.9% Marketing at POS 45.0% 19.8% 20.7% 14.4%
  • 6. Which area of the current in-store shopping environment do you believe presents the greatest need for improvement?CheckoutAssociate-to-Shopper Engagement Shopper PersonalizationItem Location In-Stock/Out-of-Stock Positions
  • 7. Which of the following technologies do you believehas the greatest potential to improve the customerexperience for your shoppers?Mobile POSClienteling/Interactive Self Serve Self CheckoutPersonalized RFID In-Store Video Guided Selling Digital SignageKiosksPromo Offers at on MobilePOSDevice
  • 8. Which business challenges/constraints are preventingyou from investing more aggressively in new customertouch points? Budget RestrictionsLack of Experience/ExpertiseConcerns Over Durability in Retail Environment Doesn’t Fit Into Current Strategy Security ConcernsOther
  • 9. Which of the following new channels/technologies doyou think has the greatest potential to improve Customer Engagement with your customers?Mobile Geo-Location Twitter Facebook FoursquareMobileMobile AppsSMS/Text Couponing BasedWebsite (iPhone, MessagingMarketingAndroid, BB)
  • 10. If your organization is planning to increase the use of mobility within the store, what are the primary areasyou will be focusing on?Management Workbenches Associate ToolsDevice Integration (phone, web, internal)ClientelingCustomer-Facing Applications Other
  • 11. Looking specifically at the use of mobility in yourstores, which hardware vendor or mobile platform areyou most interested in working with moving forward?MotorolaDatalogic AppleGoogle Android PartnersRIM/BlackberryOther
  • 12. Click2K’ChingThe Mobile Shopper & The Impulse Economy
  • 13. Tie mobile to basket need to tie the consumer’s mobile number to the basketThanks  for  your  entry.  If  you  wish  to  join  VIP  club  and  receive  deal  alerts,  reply  VIP.  
  • 14. CRM  in  your  pocket  .  .  .  82% of US adults own cell phones 1. Connect with them viatheir primary means of communication.1 Source: Pew Research Center’s Internet & American Life Project and The Nielsen Co. survey: April 29-May 30, 2010
  • 15. Store  VS.   Other  Store82%Doctor’soffice 55%Sporting event36% Movie TheatreIn planeIn church 17%14% 7%
  • 16. Reach  &     VS.  Bells  &     Reach  &     Frequency  Frequency   VS.   Whistles   Bells  &     Whistles  
  • 17. First  click  .  .  .  comScore, Inc. 2010
  • 18. Text message campaigns have greater than15% responserates VS email withless than 1%
  • 19. The average text message is read within 4 minutes of delivery VS email at 48 hours
  • 20. m-­‐Media  m-­‐Mouse   (publish)   (acAvate)   2LMJCXFC7C   VS.  
  • 21. Web  /  App  navigaAon  . Web  /  App  navigaAon  .  .  .    .  .  comScore, Inc. 2010 comScore, Inc. 2010
  • 22. VerAcal  Horizontal  VerAcal   (in-­‐channel)   Horizontal   (cross-­‐channel)  (in-­‐channel)   (cross-­‐channel)  VS.   •  Mobile is a horizontal buy that adds value to your vertical PUSH •  Activate traditional publishing mediums •  Create a permission-based 2-way channel •  Help the brand bridge to POS, WEB, CRM programs . . .
  • 23. Discover  Web  Discover  Web   Discover  Me   Me   Discover  VS.  
  • 24. Shrink   ReThink  (form)   (funcAon)   VS.  
  • 25. Example ConversionIn recent A B testing with largeretail D2C digital opt-in database:•  Email 8% conversion•  Mobile 20% conversion
  • 26. Is your company focusing on “digitizing the in-storeshopping experience” to match the convenience of the Web? Yes, this is part of our current strategy (0 to 12 months)This will be a focus over thenext 12 to 24 months No, this is not part ofour current strategy
  • 27. If yes, which of the following are you currentlyintegrating into your in-store shopping experience? Plan To DeployCurrently Using Researching No Plansin Next 12 mos. Product Reviews27.4% 25.6% 28.2% 18.8%Recommendations 21.8% 33.6% 28.6% 16.0% Share Products20.9% 29.6% 29.6% 20.0% via Social Media
  • 28. Does your organization have a formal, company-widesocial media strategy encouraging employees tointeract with customers? Yes.No, but we plan to add. Not at this time.
  • 29. If yes, which social media tools have you found to bemost effective?Facebook YouTube Twitter MySpace Foursquare LinkedIn Others
  • 30. If yes, have you been able to quantify increases in consumer spending or store visits related to your social media efforts? Yes.No.
  • 31. If you have not yet adopted a social media strategy, what are the primary reasons?Budget Restrictions Brand Consistency Lack of Experience/ExpertiseDoesn’t Fit into Current StrategySecurity Concerns Other
  • 32. A little about the respondents... Vertical Industry Apparel/AutomotiveC-Store CE/OfficeDepartment/ eCommerce/ GroceryHome Center/ HomeSpecialty SportingFootwear/AftermarketSupply Mass Direct HardwareFurnishingsGoods/ Accessories MerchantOutdoorsCompany RevenueCompany Size Up to $50 Million1 - 50 51 - 250$50 to $250 Million 251 - 500 $250 Million to $1501 - 1,000 Billion 1,001 - 5,000$1 Billion and over 5,001 +
  • 33. Questions? Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here
  • 34. Thank You for Attending this WebinarWe will be distributing this presentation to this webinars attendees upon request. Email: info@retailtouchpoints.com for a copy.
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    Expanding TouchPoints to Improve the In-Store Shopping Experience

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    Join Retail TouchPoints and a distinguished panel of industry experts for an advanced look at new research that will give insight into where your peers are prioritizing their investments and how they are planning to use new tools and tactics to “digitize the in-store shopping experience.
    Download Expanding TouchPoints to Improve the In-Store Shopping Experience

    Transcript

    • 1. Expanding TouchPoints to Improve the In-StoreShopping Experience
  • 2. Panelists Gary Schwartz President & CEO Impact Mobile Andrew Gaffney Editor Retail TouchPoints
  • 3. Welcome Webinar Attendees Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here
  • 4. Is improving the in-store customer experience a priority for your organization?Yes, we are currently investing in improving thecustomer experience (0 to 6 months)This is a priority over the next 6 to 12 months This is a priority over the next 12 to 24 monthsNot a priority at this time
  • 5. If yes, which of the following technologies are youprioritizing to help improve the shopping experience? Plan To DeployCurrently Using Researching No Plansin Next 12 mos.Line Busting/Mobile POS 9.4%21.7% 41.5% 27.4% Clienteling/Guided6.4%20.0% 46.4% 27.3% Selling on Mobile Mobile Couponing 13.3% 18.6% 44.2% 23.9% Social Media 58.8% 20.2% 14.0%7.0%Digital Signage 29.2% 20.4% 26.5% 23.9% Marketing at POS 45.0% 19.8% 20.7% 14.4%
  • 6. Which area of the current in-store shopping environment do you believe presents the greatest need for improvement?CheckoutAssociate-to-Shopper Engagement Shopper PersonalizationItem Location In-Stock/Out-of-Stock Positions
  • 7. Which of the following technologies do you believehas the greatest potential to improve the customerexperience for your shoppers?Mobile POSClienteling/Interactive Self Serve Self CheckoutPersonalized RFID In-Store Video Guided Selling Digital SignageKiosksPromo Offers at on MobilePOSDevice
  • 8. Which business challenges/constraints are preventingyou from investing more aggressively in new customertouch points? Budget RestrictionsLack of Experience/ExpertiseConcerns Over Durability in Retail Environment Doesn’t Fit Into Current Strategy Security ConcernsOther
  • 9. Which of the following new channels/technologies doyou think has the greatest potential to improve Customer Engagement with your customers?Mobile Geo-Location Twitter Facebook FoursquareMobileMobile AppsSMS/Text Couponing BasedWebsite (iPhone, MessagingMarketingAndroid, BB)
  • 10. If your organization is planning to increase the use of mobility within the store, what are the primary areasyou will be focusing on?Management Workbenches Associate ToolsDevice Integration (phone, web, internal)ClientelingCustomer-Facing Applications Other
  • 11. Looking specifically at the use of mobility in yourstores, which hardware vendor or mobile platform areyou most interested in working with moving forward?MotorolaDatalogic AppleGoogle Android PartnersRIM/BlackberryOther
  • 12. Click2K’ChingThe Mobile Shopper & The Impulse Economy
  • 13. Tie mobile to basket need to tie the consumer’s mobile number to the basketThanks  for  your  entry.  If  you  wish  to  join  VIP  club  and  receive  deal  alerts,  reply  VIP.  
  • 14. CRM  in  your  pocket  .  .  .  82% of US adults own cell phones 1. Connect with them viatheir primary means of communication.1 Source: Pew Research Center’s Internet & American Life Project and The Nielsen Co. survey: April 29-May 30, 2010
  • 15. Store  VS.   Other  Store82%Doctor’soffice 55%Sporting event36% Movie TheatreIn planeIn church 17%14% 7%
  • 16. Reach  &     VS.  Bells  &     Reach  &     Frequency  Frequency   VS.   Whistles   Bells  &     Whistles  
  • 17. First  click  .  .  .  comScore, Inc. 2010
  • 18. Text message campaigns have greater than15% responserates VS email withless than 1%
  • 19. The average text message is read within 4 minutes of delivery VS email at 48 hours
  • 20. m-­‐Media  m-­‐Mouse   (publish)   (acAvate)   2LMJCXFC7C   VS.  
  • 21. Web  /  App  navigaAon  . Web  /  App  navigaAon  .  .  .    .  .  comScore, Inc. 2010 comScore, Inc. 2010
  • 22. VerAcal  Horizontal  VerAcal   (in-­‐channel)   Horizontal   (cross-­‐channel)  (in-­‐channel)   (cross-­‐channel)  VS.   •  Mobile is a horizontal buy that adds value to your vertical PUSH •  Activate traditional publishing mediums •  Create a permission-based 2-way channel •  Help the brand bridge to POS, WEB, CRM programs . . .
  • 23. Discover  Web  Discover  Web   Discover  Me   Me   Discover  VS.  
  • 24. Shrink   ReThink  (form)   (funcAon)   VS.  
  • 25. Example ConversionIn recent A B testing with largeretail D2C digital opt-in database:•  Email 8% conversion•  Mobile 20% conversion
  • 26. Is your company focusing on “digitizing the in-storeshopping experience” to match the convenience of the Web? Yes, this is part of our current strategy (0 to 12 months)This will be a focus over thenext 12 to 24 months No, this is not part ofour current strategy
  • 27. If yes, which of the following are you currentlyintegrating into your in-store shopping experience? Plan To DeployCurrently Using Researching No Plansin Next 12 mos. Product Reviews27.4% 25.6% 28.2% 18.8%Recommendations 21.8% 33.6% 28.6% 16.0% Share Products20.9% 29.6% 29.6% 20.0% via Social Media
  • 28. Does your organization have a formal, company-widesocial media strategy encouraging employees tointeract with customers? Yes.No, but we plan to add. Not at this time.
  • 29. If yes, which social media tools have you found to bemost effective?Facebook YouTube Twitter MySpace Foursquare LinkedIn Others
  • 30. If yes, have you been able to quantify increases in consumer spending or store visits related to your social media efforts? Yes.No.
  • 31. If you have not yet adopted a social media strategy, what are the primary reasons?Budget Restrictions Brand Consistency Lack of Experience/ExpertiseDoesn’t Fit into Current StrategySecurity Concerns Other
  • 32. A little about the respondents... Vertical Industry Apparel/AutomotiveC-Store CE/OfficeDepartment/ eCommerce/ GroceryHome Center/ HomeSpecialty SportingFootwear/AftermarketSupply Mass Direct HardwareFurnishingsGoods/ Accessories MerchantOutdoorsCompany RevenueCompany Size Up to $50 Million1 - 50 51 - 250$50 to $250 Million 251 - 500 $250 Million to $1501 - 1,000 Billion 1,001 - 5,000$1 Billion and over 5,001 +
  • 33. Questions? Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here
  • 34. Thank You for Attending this WebinarWe will be distributing this presentation to this webinars attendees upon request. Email: info@retailtouchpoints.com for a copy.
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