Description
Customer engagement has been discussed widely online; hundreds of pages have been written, published, read and commented upon.
Consumer Engagement in the Connected Age
Marketing
A typical scenario ? I am an executive at Acme Enterprises. ? Acme launches a new allergy-free detergent. ? We need consumers to know about this product. ? How do I reach them?
(This talk will get to technology… eventually)
A history of marketing
?
The “Old Days” (100-150 years ago) ? Word of Mouth
?
?
Targeted Credible
TV, Radio, Syndicated Print Everyone received the same message Built big Brands
?
20th Century ? Mass Media
? ? ?
?
Today ? Product offerings & target audiences are both more segmented
?
Reaching today’s consumer is a marketing challenge
The problem
The battle for eyeballs: ? TV viewer-ship fragmented ? Big companies shifting dollars out of traditional media ? Internet advertising lacks meaningful metrics & adequate capabilities (McKinsey, 8/07) ? Other forms of digital media little understood ? Billboards?
Marketing is at a cross-roads
An answer: ? Reach consumers in the store
Pizza Hut ad on the side of a Russian Proton rocket!
The possibilities
Interaction/ context Video ? Fixed ? Cart-video Audio ? Fixed ? Beamed iPod? Value-Offer No interaction Cycling advertisements Location (RFID) Video attracting you to items related to your cart? Identity (Loyalty cards) Video showing product related to previous purchases?
Store announcements Promotional announcements
Music in exchange Music related to for locationprevious related ads? purchases? Offer related to your purchases? Promotional prices & special offers on above?
This is really happening
I will talk about 3 examples ? Wal-Mart TV ? Smart Shopping Carts ? Promotions
Wal-Mart TV
? ?
“… the average recall of a brand advertised on Wal-Mart television is 66%, compared with 24% for brands advertised on in-home television.” Customers 15% more likely to buy product today and 25% more likely to buy product in future
Sources: ? “Wal-Mart Adds In-Store TV Sets, Lifts Advertising, Wall Street Journal (Sep 22, 2004) ? Research commissioned by Premier Retail Networks (PRN) and conducted by AC Nielsen
Displays on the Cart
?
Displays on the Cart: Example Modstream
? ? ?
Displays ads on the handle 5-year life RF update of messages from one central location
Interaction and display
?
Media Cart
seek
scan
navigate
RFID in Promotions
RFID is already being used for promotions ? Promotions displays are RFID tagged ? Store doors have readers ? Display movements are monitored ? Lack of movement is detected/corrected ? 22% improvement in sales
Now add consumer context
Imagine if the Cart knew: ? Location from RFID/WiFi ? Identity from RFID ? Bluetooth/WiFi to download audio/video on the fly Imagine if the display could signal: ? Rate of sale using RFID/WiFi Now you could: ? Introduce customers to new products, product categories ? Offer up promotional pricing & special offers ? Measure efficacy of various promotions & displays ? Do dynamic pricing to avoid overstocks ? Provide consumer services like food allergy notification
Further possibilities
Interaction/ context Video ? Fixed ? Cart-video No interaction Location (RFID) Video attracting you to items related to your cart? Identity (Loyalty cards) Video showing product related to previous purchases? Consumer Blogging? Testimonials? Cycling advertisements
Audio ? Fixed ? Beamed iPod?
Value-Offer
Store announcements
Music in exchange for locationrelated ads?
Offer related to your purchases?
Music related to previous purchases?
Promotional prices & special offers on above?
Commentaries?
Promotional announcements
In-store Consumer Engagement
?
?
This is an key direction for marketing RFID will play a key role
?
So will other technologies:
WiFi ? Bluetooth ? GPS?
?
? ?
How this works is for technologists to figure out The benefits are huge for everyone!
Thank You!
[email protected]
doc_280073517.ppt
Customer engagement has been discussed widely online; hundreds of pages have been written, published, read and commented upon.
Consumer Engagement in the Connected Age
Marketing
A typical scenario ? I am an executive at Acme Enterprises. ? Acme launches a new allergy-free detergent. ? We need consumers to know about this product. ? How do I reach them?
(This talk will get to technology… eventually)
A history of marketing
?
The “Old Days” (100-150 years ago) ? Word of Mouth
?
?
Targeted Credible
TV, Radio, Syndicated Print Everyone received the same message Built big Brands
?
20th Century ? Mass Media
? ? ?
?
Today ? Product offerings & target audiences are both more segmented
?
Reaching today’s consumer is a marketing challenge
The problem
The battle for eyeballs: ? TV viewer-ship fragmented ? Big companies shifting dollars out of traditional media ? Internet advertising lacks meaningful metrics & adequate capabilities (McKinsey, 8/07) ? Other forms of digital media little understood ? Billboards?
Marketing is at a cross-roads
An answer: ? Reach consumers in the store
Pizza Hut ad on the side of a Russian Proton rocket!
The possibilities
Interaction/ context Video ? Fixed ? Cart-video Audio ? Fixed ? Beamed iPod? Value-Offer No interaction Cycling advertisements Location (RFID) Video attracting you to items related to your cart? Identity (Loyalty cards) Video showing product related to previous purchases?
Store announcements Promotional announcements
Music in exchange Music related to for locationprevious related ads? purchases? Offer related to your purchases? Promotional prices & special offers on above?
This is really happening
I will talk about 3 examples ? Wal-Mart TV ? Smart Shopping Carts ? Promotions
Wal-Mart TV
? ?
“… the average recall of a brand advertised on Wal-Mart television is 66%, compared with 24% for brands advertised on in-home television.” Customers 15% more likely to buy product today and 25% more likely to buy product in future
Sources: ? “Wal-Mart Adds In-Store TV Sets, Lifts Advertising, Wall Street Journal (Sep 22, 2004) ? Research commissioned by Premier Retail Networks (PRN) and conducted by AC Nielsen
Displays on the Cart
?
Displays on the Cart: Example Modstream
? ? ?
Displays ads on the handle 5-year life RF update of messages from one central location
Interaction and display
?
Media Cart
seek
scan
navigate
RFID in Promotions
RFID is already being used for promotions ? Promotions displays are RFID tagged ? Store doors have readers ? Display movements are monitored ? Lack of movement is detected/corrected ? 22% improvement in sales
Now add consumer context
Imagine if the Cart knew: ? Location from RFID/WiFi ? Identity from RFID ? Bluetooth/WiFi to download audio/video on the fly Imagine if the display could signal: ? Rate of sale using RFID/WiFi Now you could: ? Introduce customers to new products, product categories ? Offer up promotional pricing & special offers ? Measure efficacy of various promotions & displays ? Do dynamic pricing to avoid overstocks ? Provide consumer services like food allergy notification
Further possibilities
Interaction/ context Video ? Fixed ? Cart-video No interaction Location (RFID) Video attracting you to items related to your cart? Identity (Loyalty cards) Video showing product related to previous purchases? Consumer Blogging? Testimonials? Cycling advertisements
Audio ? Fixed ? Beamed iPod?
Value-Offer
Store announcements
Music in exchange for locationrelated ads?
Offer related to your purchases?
Music related to previous purchases?
Promotional prices & special offers on above?
Commentaries?
Promotional announcements
In-store Consumer Engagement
?
?
This is an key direction for marketing RFID will play a key role
?
So will other technologies:
WiFi ? Bluetooth ? GPS?
?
? ?
How this works is for technologists to figure out The benefits are huge for everyone!
Thank You!
[email protected]
doc_280073517.ppt