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MODERATOR Master Track A “M-Commerce Strategies for Omni-Channel Consumer Engagement” Dr. Phil Hendrix @mcoffey MODERATOR Master Track A “M-Commerce Strategies for Omni-Channel Consumer Engagement” Dr. Phil Hendrix @mcoffey Mark Coffey SVP of Brand Development Rue La La Founder & Director immr @phil_hendrix Dan Kersten Senior Professional Promotions Marketing Kimberly-Clark @kerstennolimits

title “title” Text here @twittername Engaging Moms with Mobile title “title” Text here @twittername Engaging Moms with Mobile

title Moms are connected… “title” Text here Moms of young children spend 22%more time title Moms are connected… “title” Text here Moms of young children spend 22%more time @twittername on their smartphones every month than the average millennial AOL Advertising Blog

title Moms use mobile for search… “title” Overall Growth in Searches by Device in title Moms use mobile for search… “title” Overall Growth in Searches by Device in the Maternity and New Parent Category Text here @twittername Google Search Insights 2014

title Mom gets the word out… “title” Text here Moms are social @twittername and title Mom gets the word out… “title” Text here Moms are social @twittername and influence other moms through social media networks and games 48% more than the average adult AOL Advertising Blog

title Mom is using mobile to shop… “title” When it comes to shopping, moms title Mom is using mobile to shop… “title” When it comes to shopping, moms use their phone to Text here build shopping lists, compare features and price, decide Text here where to shop, and to find coupons and deals. @twittername 68% of these engagements happen in home AOL Advertising Blog

title “Hugs Delivered” case study… “title” Text here @twittername title “Hugs Delivered” case study… “title” Text here @twittername

title Driving Mom to engagement… “title” Display Text here @twittername Search PC Coupon PC title Driving Mom to engagement… “title” Display Text here @twittername Search PC Coupon PC Landing Page

title One “title” solution, in a fractured coupon environment… Text here @twittername Mobile Search title One “title” solution, in a fractured coupon environment… Text here @twittername Mobile Search Mobile Landing Page Mobile Coupon

title The power is in the data… “title” Purchases: Customer: Text here Jenny – title The power is in the data… “title” Purchases: Customer: Text here Jenny – Prefers Mobile @twittername Initial Engagement: Social Influence: Paid Search Keyword: Huggies Diapers Consumer Brand Device Print Date Barcode Retailer Jenny@gmail. com Huggies i. Phone 11/12/12 16929468 Walmart Jenny@gmail. com Huggies PC 1/2/13 16930194 CVS Pullups i. Phone 12/2/13 2661821 Kroger Pullups Tablet 12/2/13 2661899 Kroger Goodnites PC 9/03/14 3571311 Walmart Jenny@gmail. com

title Giving Mom options… “title” Desktop Text here @twittername Mobile title Giving Mom options… “title” Desktop Text here @twittername Mobile

Strategies for Engaging Connected Consumers across Channels Presented at i. Media Commerce Summit – Strategies for Engaging Connected Consumers across Channels Presented at i. Media Commerce Summit – Salt Lake City, UT June 24, 2014 Dr. Phil Hendrix Director, immr and Analyst, Gigaom Research Longer version available at www. immr. org/engaging-connected-consumers-across-channels. pdf www. immr. org 1 (770) 612 -1488 phil. hendrix@immr. org | @phil_hendrix 16

TOPICS Overview Technologies Cases Frameworks Takeaways Reports cited can be downloaded at www. immr. TOPICS Overview Technologies Cases Frameworks Takeaways Reports cited can be downloaded at www. immr. org 17

Overview Technology, Marketing and Consumers 18 Overview Technology, Marketing and Consumers 18

BEACON USE CASES Cooler Entrance Shelf Clinic End cap 19 Where Would You Place BEACON USE CASES Cooler Entrance Shelf Clinic End cap 19 Where Would You Place Beacons?

20 What Has Changed? 20 What Has Changed?

Consumer Behavior What Consumers Do Find Choose Buy Use What Hasn’t Changed? 21 Consumer Behavior What Consumers Do Find Choose Buy Use What Hasn’t Changed? 21

THE DIGITAL SHELF Source: Why the Digital Shelf is Vital for Brands and Retailers, THE DIGITAL SHELF Source: Why the Digital Shelf is Vital for Brands and Retailers, Dr. Phil Hendrix, immr 22 Digital Shelf – Extends Retailers’/Brands’ Presence

MOBILE DEVICES Source: Democratizing the Shoppable Web, Dr. Phil Hendrix, immr 23 Mobile Devices MOBILE DEVICES Source: Democratizing the Shoppable Web, Dr. Phil Hendrix, immr 23 Mobile Devices – Made for Shopping

MOBILE SHOPPING APPS Categories of Shopping Apps v Retailer Apps v Marketplace Apps v MOBILE SHOPPING APPS Categories of Shopping Apps v Retailer Apps v Marketplace Apps v Search Engines v Comparison Shopping Apps v Specialty Shopping Apps v Local and Location-based Apps v Deal and Coupon Apps v Loyalty and Reward Apps v Shopping Tools Source: Democratizing the Shoppable Web, Dr. Phil Hendrix, immr 24 Mobile Shopping Apps – Proliferating

CONSUMER BEHAVIORS Find Choose Buy Use 25 CONSUMER BEHAVIORS Find Choose Buy Use 25

CONSUMER BEHAVIORS Search Order v 50 million products v 500, 000 stores Pay 26 CONSUMER BEHAVIORS Search Order v 50 million products v 500, 000 stores Pay 26 Share

Consumers’ Experience 27 What Consumers Value Consumers’ Experience 27 What Consumers Value

Consumers’ Experience Digital 28 Mobile Social What’s Changed? Technology Consumers’ Experience Digital 28 Mobile Social What’s Changed? Technology

Technologies 29 Mobile Social Location Sensors Digital Signals Big Data Technologies 29 Mobile Social Location Sensors Digital Signals Big Data

Then… 30 Now… Mobile – The New “Remote” in Consumers’ Lives Then… 30 Now… Mobile – The New “Remote” in Consumers’ Lives

Sensors Real-time Interactions and Feedback Image Recognition Speech Recognition Beacons Source: recognize. im Wrobleski’s Sensors Real-time Interactions and Feedback Image Recognition Speech Recognition Beacons Source: recognize. im Wrobleski’s Theorem 31 “Everything that can be connected to the Internet, will be”

8 LAYERS OF LOCATION Macro. Location Micro. Location Source: 8 Layers of Location, Dr. 8 LAYERS OF LOCATION Macro. Location Micro. Location Source: 8 Layers of Location, Dr. Phil Hendrix, immr 32 Location and Context – From Macro to Micro

EXAMPLES 33 Mobile – Localizing Ads with Dynamic Creative EXAMPLES 33 Mobile – Localizing Ads with Dynamic Creative

EXAMPLES OF LOCATION-BASED STRATEGIES Source: 8 Layers of Location, Dr. Phil Hendrix, immr 34 EXAMPLES OF LOCATION-BASED STRATEGIES Source: 8 Layers of Location, Dr. Phil Hendrix, immr 34 Strategies x Location Layer

Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr Digital Signals – Expanding Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr Digital Signals – Expanding Exponentially 35

Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr Digital Signals – Invaluable Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr Digital Signals – Invaluable 36

EXAMPLES 37 Digital + Mobile Offers – Redemption & Attribution EXAMPLES 37 Digital + Mobile Offers – Redemption & Attribution

Big Data Transactions Events History Context 38 Cloud – Big Data and Analytics Algorithms/ Big Data Transactions Events History Context 38 Cloud – Big Data and Analytics Algorithms/ Analytics

Frameworks 39 Frameworks 39

ENGAGEMENT Verb Ü Help customers accomplish their goals en • gage Ü Build enduring ENGAGEMENT Verb Ü Help customers accomplish their goals en • gage Ü Build enduring relationships by enhancing customers’ experience /enˈgaj/ 40 Attract + Enable + Enhance

WHAT CONSUMERS WANT Consumer Experience Achieve Goals Informed Learn Decide Maximize Resolve 41 ü WHAT CONSUMERS WANT Consumer Experience Achieve Goals Informed Learn Decide Maximize Resolve 41 ü ü Effective Easy Enjoyable Rewarding Minimize Frictions ü Uncertainty ü Risk ü Annoyances ü Problems ü Costs FRICTIONLESS Experiences ….

PEER STRATEGIES Learn† & Adapt Surprise/ Delight Remove Frictions † Securely, with full transparency PEER STRATEGIES Learn† & Adapt Surprise/ Delight Remove Frictions † Securely, with full transparency Reinforce Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr 42

PEER STRATEGIES DEFINED Personalize Enable Help customers complete tasks and accomplish their goals by PEER STRATEGIES DEFINED Personalize Enable Help customers complete tasks and accomplish their goals by minimizing the risk, time, and effort as they shop, compare, purchase and use products Enhance Surprise and delight customers by anticipating and helping them fulfill functional requirements, emotional needs and aspirations Reward 43 Leverage data about consumers and their context to increase the relevance, timeliness and value of communications, offers and customer experiences Using feedback, encouragement, rewards and social influence, reinforce customers as they engage in behaviors that are mutually beneficial Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr

12 PEER STRATEGIES 44 12 PEER STRATEGIES 44

Cases 45 Cases 45

BEACON USE CASES Cooler Entrance Shelf Clinic End cap 46 Where Would You Place BEACON USE CASES Cooler Entrance Shelf Clinic End cap 46 Where Would You Place Beacons?

Coca-Cola Enterprises Which Cooler is Cooler Source: http: //merlinmobility. com/ 47 Manufacturers’ Sales and Coca-Cola Enterprises Which Cooler is Cooler Source: http: //merlinmobility. com/ 47 Manufacturers’ Sales and Installation

Takeaways 48 Relevance Depends on User’s Context Takeaways 48 Relevance Depends on User’s Context

What I (Don’t) Like Who I am… Where I am What I respond to What I (Don’t) Like Who I am… Where I am What I respond to What’s Nearby What I’ve bought What’s going On Where I’ve been 49 What I need Where I’m going Personalizing requires knowing…

Roles† Opportunities for Retailers and Brands Consumer Needs Consumer Journey Minimize Frictions Enable Shoulds Roles† Opportunities for Retailers and Brands Consumer Needs Consumer Journey Minimize Frictions Enable Shoulds Maximize Wants Find Choose Buy Consume † 50 Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix

IMMR REPORTS § The 6 Disciplines of Innovation Download reports @ www. immr. org IMMR REPORTS § The 6 Disciplines of Innovation Download reports @ www. immr. org § Democratizing the Shoppable Web § Why the Digital Shelf is Vital for Brands and Retailers § Which Mobile Shopping Apps Do Consumers Value Most? § If Shopping is Broken, Can Mobile Fix it? § Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers § Engaging Connected Consumers – Strategies for Brands, Retailers and Local Businesses† § Raising the Bar – Mobile and Customer Loyalty § Social + Location + Mobile: So. Lo. Mo Analytics and the Transformation of Shopping § How Consumers Are Using Local Search § Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2 § The Promise of Hyperlocal: Opportunities for Publishers and Developers § Tuning into Consumers’ Digital Signals § How So. Lo. Mo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing § Location – the Epicenter of Mobile Innovation 51

52 About the Author – Dr. Phil Hendrix 52 About the Author – Dr. Phil Hendrix

Strategies for Engaging Connected Consumers across Channels Presented at i. Media Commerce Summit – Strategies for Engaging Connected Consumers across Channels Presented at i. Media Commerce Summit – Salt Lake City, UT June 24, 2014 Dr. Phil Hendrix Director, immr and Analyst, Gigaom Research www. immr. org/engaging-connected-consumers-across-channels. pdf www. immr. org 1 (770) 612 -1488 phil. hendrix@immr. org | @phil_hendrix 53