THE AGENCY’S VIEW ON HOLIDAY MOBILE SHOPPINGMartin Lange, OgilvyOne

WHAT MAKES CHRISTMAS SHOPPING SPECIAL?

70% of all purchases are gifts

This is not a gift, normally

Gifts are personal, emotional, meaningful

Christmas shopping is about atmosphere and experience

But Christmas shopping is also about time pressure

The large majority of purchases still happens in store

Only 14% of smartphone users bought an item through their phone

UNDERSTANDING THE MOBILE ENABLED SHOPER

Asking the experts

Asking the shopper

Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.

Innovators

5% 15% 20%30% 30%

OpinionLeaders

EarlyMajority

LateMajority

Laggards

What are typical services that shoppers are using?

Innovators

BlackberryAndroidBeing SocialMydailydealYelpEpinionsZappos

Next TagRed LaserGilt GroupCoupon SherpaRotten TomatoesTweeted negatively about brand

How to win an innovation halo

Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.

OpinionLeaders

Own iPhoneIntend to buy KindleCitySearchTwitterLinkedInBizrate

Searched Google from store for product infoScanned QR or barcodeShopped at retail then bought onlineAsked store to match price shown phone

On the verge to becoming mainstream?

Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.

EarlyMajority

Own smartphoneLikely to buy iPadCoupons via text message Groupon

Catering to the masses

Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.

LateMajority

Become a fan of a brand on FacebookAsked store to match a price from a printoutUse Consumer Reports online

Almost full adoption

Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.

Laggards

FacebookEbayCraig’s ListAmazonPayPalShopped retail then boughtonlinePhoned from store for opinion

Universal behavior

Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.

Innovators OpinionLeaders

EarlyMajority

LateMajority

Laggards

Trusted? Learned? Needed? Simplifying?

Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.

THOUGHT STARTERS

Aggregate where you find critical mass

On mobile wish lists

And shopping guides

Find the digital shelf space

Understand mobile search intent and optimize your offer

The power of location-based targeting

Shopper check in – for Loyalty, Customer Service, Inventory

Empower staff – especially your “temps”

Understand timing – Christmas starts early and ends late

Connect the journey

Whatever you plan for Christmas…… plan long term and holistically!

Transaction – Lifetime – Advocacy - Collaboration

THANK YOUmartin.lange@ogilvy.com, @macaccess