The Agency's View on Holiday Mobile Shopping
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Transcript of The Agency's View on Holiday Mobile Shopping
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 [email protected], @macaccess