mobile and luxury retail brands
Post on 19-Oct-2014
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Presentation made at: http://www.themarketingandcommunicationloft.com/swissclub/ Customers are trying to engage with Luxury Brands through mobile devices. This deck presents: . The size of the opportunity, by brand, and by region; . The competitive landscape; . A framework for action.TRANSCRIPT
Mobile and Luxury Retail Brands
Beyond critical mass, the opportunity for engagement
Geneva, 10th May 2011
Mobile and Luxury Retail Brands 2
Vertical Channels
Print TV Web In-Store Events...
9th Jan 2007
Mobile and Luxury Retail Brands 4
... and then mobile was created...
Print TV Web In-Store Events... MOBILE
Source: Apple Reports, Jan 2012; Google press releases
200 MillioniPhones
400 MillionAndroid phones
50 MillioniPads
Mobile and Luxury Retail Brands 6
US EU5 JAPAN
91
4342
7883
105
Million Users % Penetration 16-65
Number of Users and Penetration on the 16-65 population of smartphone devices
source: Data from ITU, CIA and GSMA; Dec 2011
Smartphones are beyond critical mass
Mobile and Luxury Retail Brands 7
Mobile “extends” internet
Mobile
PC
7 am
1 pm
8 pm
11 pm
Traf
fic
Time
source: Google Mobile Queries Balanced- Google Think!
Mobile and Luxury Retail Brands
MOBILE the Über-Channel
8
... and its more than another channel
Print TV Web In-Store Events... MOBILE
Mobile and Luxury Retail Brands 9
and...
What does this mean for Luxury Retail Brands?
Mobile and Luxury Retail Brands
Interaction
Talk to Assistant
Navigate
Intention
Enter Stores...
Go to the website
Search and Click
10
Engagement Funnel
Attention
Stim
uli
What proportion of “intentions” come from mobile devices?1
How engaging is the experience on the devices the “interactions” come from?2
How can Luxury Retail Brands act on the opportunity and “mobilise”?3
What proportion of “intentions” come from mobile devices?1
Mobile and Luxury Retail Brands 13
source: Google Adwords - Keyword Tool
0%
5%
10%
15%
20%
25%
Louis Vuitton Prada Chanel Bally Hermés Gucci Fendi Burberry Dior Versace Louboutin Jimmy Choo
19.6%19.7%
16.7%16.7%16.8%16.8%
23%
9.9%
16.7%16.8%16.6%
19.8%
Mobile searches by Brand - Feb 2012
Mobile and Luxury Retail Brands 14
Conclusions - Set 1
Between 17% and 20% of Luxury Retail Brand’s customer “intentions” come from mobile devices;i
This affects all Luxury Retail Brands;ii
Mobile and Luxury Retail Brands 15
source: Google Adwords - Keyword Tool
0%
5%
10%
15%
20%
25%
US UK France Italy Germany Switz Russia
9.33%
16.5%
8.42%
14.61%
10.52%
21.09%
23.65%
Mobile searches by Geography - Feb 2012
Mobile and Luxury Retail Brands 16
source: Google Adwords - Keyword Tool
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Japan Hong Kong UAE Brazil India Korea
44.23%
6.55%
22.76%
29.86%
46.96%
Mobile searches by Geography - Feb 2012
Mobile and Luxury Retail Brands 17
Conclusions - Set 2
Mobile is a global transformation;i
The impact is higher in the largest luxury markets;ii
“There is nowhere to hide”iii
How engaging is the experience on the devices the “interactions” come from?2
Mobile and Luxury Retail Brands 19
How are Luxury Retail Brands doing in search results?
! !
Mobile and Luxury Retail Brands 20
But the experience is broken...
!
!
Mobile and Luxury Retail Brands 21
Some brands are getting it right
!
Mobile and Luxury Retail Brands
!22
some Brands are over-doing it
Mobile and Luxury Retail Brands 23
... and then came the iPad, and not much changed
!
Mobile and Luxury Retail Brands 24
again, some brands are getting it right
!
Mobile and Luxury Retail Brands 25
Conclusions - Set 3
Most of Luxury Retail Brands are abandoning a large percentage of their customers “intentions” and requests;i
Most Brands are not putting the money where their clients are;ii
Brands need a framework to “make sense of it all”;iii
How can Luxury Retail Brands act on the opportunity and “mobilise”?3
Mobile and Luxury Retail Brands 27
A three steps approach
Fix the Basics
Mobile Presence and Basic Brand
Experience
Mobile and Luxury Retail Brands 28
A three steps approach
Fix the Basics
Mobile Presence and Basic Brand
Experience
Mobilise the Story-telling
Create Mobile Participative, Interactive, Augmented
Brand Stories
Fix the Basics
Mobile Presence and Basic Brand
Experience
Mobile and Luxury Retail Brands 29
A three steps approach
Fix the Basics
Mobile Presence and Basic Brand
Experience
Mobilise the Story-telling
Create Mobile Participative, Interactive, Augmented
Brand Stories
Fix the Basics
Mobile Presence and Basic Brand
Experience
Fix the Basics
Mobile Presence and Basic Brand
Experience
Mobilise the Story-telling
Create Mobile Participative, Interactive, Augmented
Brand Stories
Create Value Experiences
Mobilise the Luxury Retail Brand holistic
experience and value
Mobile and Luxury Retail Brands
Ensure you have a well
thought through mobile
site;
Optimise for mobile search;
Analytics,Analytics,Analytics;
An app is a continuous investment;
30
Fixing the basics
Mobile Presence and Basic Brand
Experience
Mobile and Luxury Retail Brands
What is the story you want
to tell?
...and then choose what
mobile engagement
fits best;
Amplify the story-telling
with a social-value angle
Ensure you have an
outstanding execution
31
Mobilise the Story-telling
Create Mobile Participative, Interactive, Augmented
Brand Stories
Mobile and Luxury Retail Brands
Holistic Experience crosses all
other channels
Customer Value come First at all
times
Innovation,Innovation,Innovation;
32
Win on Mobile
Mobilise the Luxury Retail Brand holistic
experience and value
Mobile and Luxury Retail Brands 33
... next
Mobile A path to Win in China Success Strategies in engaging Chinese consumers through Mobile Communications and Services;
Copyright © 2011 BrandEmotivity
