VOICES HEARD MEDIA

YOU ARE LOSING THE SALEHow in-store mobile use costs you money &

how you can reverse it to make more $$$

A presentation by:

and

REACHING CONSUMERSKEY POINTS

• The in-store consumer now uses their mobile phone while shopping to make purchase decisions

• Physical presence within a store is no longer a barrier to competition

• Retailers must look at how to aid and add value to the consumer’s shopping experience through mobile This not only keeps competition out but the consumer shopping within

• By engaging consumers in-store the retailer can also establish a direct line of communication to aid them in the post purchase phase The goal here is to more quickly and easily solve customer service issues in order to reduce returns.

THE SHIFT TO MOBILEConsumer Behavior• The average consumer today checks

10.4 information sources before buying(1)

• 70% of Americans say they look at reviews before taking the next step to conversion(2)

• Majority of consumers (74%) rely on social networks to guide purchase decisions(3)

• Brands with the highest ‘social media activity’ (including reviews) increased revenues by as much as 18% (4)

Sources

• (1) Social Trends Report 2012, Bazaarvoice, June 2012

• (2) Google, Zero Moment of Truth (http://www.zeromomentoftruth.com)

• (3) Gartner, July 2010

• (4) Media Post News, July 2009

How Consumers Are Using Their Phones While Shopping

52% of adult shoppers use a cell phone for one of the following 3 reasons while in-store(1) :

• 38% call a friend for advice about a purchase they are considering making

• 24% look up reviews of a product

• 25% look up the price of a product

Sources

• (1) The rise of in-store mobile commerce, Pew Research Center http://pewinternet.org/~/media//Files/Reports/2012/In_Store_Mobile_Commerce.pdf

INFLUENCING IN-STORE

25% Used Their Phone To Compare Prices

Here is what happened after checking the price(1) :

• 37% decided not to purchase the product at all

• 35% purchased the product at the store

• 19% purchased the product online

• 8% purchased the product at another store

Sources

• (1) The rise of in-store mobile commerce, Pew Research Center http://pewinternet.org/~/media//Files/Reports/2012/In_Store_Mobile_Commerce.pdf

EFFECTS OF PRICE CHECKING

THE NEW APPROACHProactive Engagement with the Consumer

The retailer has the choice of simply ignoring this behavior, or engaging consumers on their mobile phone and channeling them into a controlled environment where they can:

• Amplify the benefits of mobile shopping to increase sales and customer loyalty

• Reduce the need for consumers to leverage competitor mobile sites (which increases the likelihood of losing the sale)

• Connect with the consumer at the time of sale which enables them to stay in communication post-sale

Keys To User Adoption

• Clearly Define the Value to the User

• Make It Easy

ENGAGE BY ADDING VALUEConsumers – Key Benefits

• Help Me – How can you save the consumer time

• Entertain Me – Provide an experience that is easy, portable, and fun (e.g. while shopping)

• Give Me – Offer a clear value (deals, coupons, more information)

• Promote Me – Give access to a community of peers where customers can help each other and feel important while doing so (promotes a high trust factor)

BENEFITS FOR BUSINESSBusiness – Key Benefits

• Brand Awareness – On a consumer’s phone and more easily sharable to social networks

• Capture Leads – Easier product registrations and opportunities to capture email addresses

• Revenue – Cross-selling opportunities, better Customer service, Reduce returns

• User Data and Analytics – Understand buying habits

• Customer Loyalty – Proactively help consumers make better purchase decisions

What now?By scanning the QR code directly on the packaging (or by typing in a short URL) using her smartphone, Joanne is given immediate access to several online resources – videos, reviews, list of tools needed, promotions, accessories

POINT OF SALE EXAMPLE

THE SOLUTION

• Immediate access to helpful information with no additional packaging or POP

• Overview of installation process, allowing Joanne to see what she is getting into

• Access to other customers’ product reviews - link to a forum to ask questions

• Easy access to further information about available installation services

Joanne visits her local hardware store searching for a new faucet while remodeling her basement. She decides on a brand but wants to find more information about how it compares to others before making a final decision.

BENEFITS AT POINT OF SALE

Businesses Want:

• Fewer returns – ensure consumers are buying the correct products for their needs

• Cross-selling opportunities – consumers don’t have to make a return trip to purchase a necessary item

• More data faster on what is being purchased and what interest drive conversions

• Better customer experience – this means repeat business

• Better informed associates – possessing a clear understanding of the product offering and explaining the product correctly

Consumers Want:

• To make more informed purchase decisions

• Confidence that they can accomplish a task and have the necessary tools

• To understand what is included with a product purchase

• To see what other consumers are saying about a particular product

• The ability to quickly and easily share with other involved interested parties (spouse, partner, etc.)

• Ability to find information on their own, i.e. no need to wait or find an associate to help them

• Products can be individually shared to shopper’s social networks

• In-store shoppers can read additional product information, view product images, comment and rate user reviews, and see pricing in one mobile experience

• Consumers can review and vote on favorite products as a way to provide feedback for future buyers

Product Review App

POINT OF SALE SOLUTION

Product Info & User Reviews

FRONT-LOADWASHERS

What now?Chris has the option to scan a QR code on the instruction manual to see short videos to walk him through this process, or go to a short URL that links to a help forum to receive further assistance from other users.

POST-PURCHASE EXAMPLE

THE SOLUTION

• Consumers save time by having access to helpful resources• Short step-by-step video instructions allow Chris to skip directly

to to the problem area • Portable instructions for easy access in confined-space projects • Real consumers helping each other within a Q&A community

Chris’s mother has asked for him to tackle the daunting task of plumbing and help her install her new sink over the weekend. On Saturday, Chris drives to the store, picks up the sink, and starts to get his hands on the project. As he starts to install the supply line, he begins to have trouble.

BENEFITS POST-PURCHASE Businesses Want

• Less Returns• Information to quickly identify issues

and opportunities• Data to help predict future results• Ability to cross-sell other services• Increase product registrations• Better Customer Experience

• Confidence that they are putting the product together correctly

• Easy access (portability)• No waiting, i.e. having to call phone

number or email for support• Community – Learn how others have

accomplished the same goal or resolved a similar issue

Users Want

• Easy way to quickly find the exact information they are looking for. Preferably visual with audio (Best Case – someone performing the task and talking through the process)

• Short Instructional videos expand on written instructions

• Companies are better able to identify and understand key problem areas, based on data showing which videos are viewed the most

• By getting consumers to engage via mobile, brands are able to establish a direct line of communication

Enhanced Customer Service App

POST PURCHASE SOLUTION

WHY STEP BY STEP VIDEOSUser Benefit

• Usability – Go straight to the step that I need help with – now!• Portability– Easier to review a short video formatted

specifically for mobile platforms• Quickly access support – register product – provide

feedback• More likely to share videos that are more targeted and on a

specific subject• Allows consumers to communicate and see other user

comments on specific topics

Business Benefit• See which area of the instructions is the most problematic• Identify and address problems with products BEFORE

return• Customers helping other customers – reduce customer

service burden• Proactively communicate with customers – create a dialogue• Your brand becomes identified as the “facilitator and helper”• Capture user information

SOLUTION FEATURES• Collect questions from customers

• Create a community where customers

answer each others questions (reducing

customer service workload)

• Facilitate easy product registration -

Reduce the number of steps to register

products from 10 to as little as 2

• Provide incentives for product

registration

• Cross-sell other services, parts and

products through banner ads

• Send coupons directly to customers

• Capture customer data including e-mail

addresses

• Survey or poll users – easy ways for

consumers to provide feedback

HOW TO DRIVE ADOPTION• In-store use by staff & Associates to encourage

consumers

• Marketing and Messaging

• Uniformity – Adopt approach for multiple products and not just one

• Make it Easy to Connect – QR codes, short URL’s, and within existing company apps

• Reward customers for participating

• Distribution – Provide not only on mobile but on the web AND through social

• Make it a Corporate Priority

For more information please visit: voicesheardmedia.com

info-graphics.comor e-mail

marketing@voicesheardmedia.comreddy@info-graphics.com