1 / 18

Beyond the pack: reaching consumers using mobile phones

Beyond the pack: reaching consumers using mobile phones. Vanderlei Santos, Nestlé - Kerstin Nettekoven, BT - Olivier Raynal, Carrefour - Joe Horwood, GS1 - Diane Taillard, GS1. Brands and retailers need to innovate to be successful.

melissat
Download Presentation

Beyond the pack: reaching consumers using mobile phones

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Beyond the pack: reaching consumers using mobile phones Vanderlei Santos, Nestlé - Kerstin Nettekoven, BT - Olivier Raynal, Carrefour - Joe Horwood, GS1 - Diane Taillard, GS1

  2. Brands and retailers need to innovate to be successful • “Innovation is our lifeblood – new ideas and products that make consumers' lives better, build customers' sales & profits, and build P&G's market share, sales, profits, and total shareholder return” • AG Lafley, CEO, Procter & Gamble

  3. A communicative device A connective device An intelligent device A transactional device Mobile is a key channel to innovate and grow

  4. But… brands and retailers cannot use mobile in a mass way today • Too complex • Not integrated with business processes • Limited experience and success of using new media to connect with consumers • Too costly • Many platforms • Few standards • Not scalable

  5. Standards and collaboration are key success factors • “Once a standard takes hold, people start to focus on the quality of what they are doing as opposed to how they are doing it ” Thomas L. Friedman, The World is Flat

  6. GS1 MobileCom vision • All consumers have access to trusted product information and related services via their mobile phones. • All stakeholders use GS1 standards to make this possible and so ensure interoperable, scalable and cost-effective applications. • In general, collaborative Mobile Commerce applications are enabled by an open infrastructure.

  7. Extended Packaging : A foundational application for mobile commerce Environment/Ethical Certified Health/Wellness Access to services/ Loyalty programs Product location Detailed information/ Origin Community Advice 7 7

  8. And it is one of key digital touchpoints with consumers Home On-the-go Work On-the-go Work

  9. So mobile phones should be an integrated part of marketing mix movies online gaming television music shopping print

  10. We can create new ways of engaging with Consumers • Tailored and relevant messages • Based on consumer preferences, timing and location • Personalized • Services & • Content • Promotions • Tailored • Relevant • Additional information and services (e.g. recipes, advisor) when consumer wants • Influence consumer in the shopping moment • ExtendedPackaging

  11. We can create new ways of engaging with Consumers • LoyaltyPrograms • Mobile phones replace physical membership cards • Can find closest store to buy a product • Can compare prices and also be alerted when close to store (using GPS) • Store Location & Comparison • Shopping • Can place orders for products scanned directly from a catalog

  12. Going beyond the pack opens for new consumer engagement • Certification/compliance • Health and wellness • Anti-counterfeit • Price comparison • Where to buy / find • Help on day today choices • Recommendations • Which product complement / fits • Best usage reminders • Advice & Coaching • Who bought this also bought … • Ratings • Movies, stories,… • Community & • Entertainment

  13. Our industry is already exploring these new ways Carrefour France Nestlé Japan Starbucks US L'Oreal Paris Pepsi Max UK Metro Future Store

  14. N E T W O R K P R O V I D E R S Mobile Portals S E R V I C E S & C O N T E N T I D E N T I F I C A T I O N M O B I L E D E V I C E S Agencies & Providers Company Portals & Services RFID Tag The evolution of proprietary tools and lack of standards make it more complex and costly

  15. We must act now to have open standards and infrastructure • Faster adoption • Broad Reach • Lower costs • Ensure interoperability

  16. Importance of Mobile Commerce for Carrefour For Carrefour’s Top 4 EU countries (Belgium, France, Italy & Spain) penetration rate of mobile equipment is 99,5% on average and represent 206 million consumers. These consumer are able to : Future information services from retailers could target a large scale of users : Send SMS 79% Take photos 63% Access Internet30% 129million consumers with barcode scanning & local data 162 million consumers with text message 62millionconsumers with rich mobile applications 16

  17. 4 major uses of mobile in retail • Commercial Information • Product information and services • Personalised information • Mobile Commerce • Store Location • Promotions, mobile commerce websites • Customer relations • Loyalty, couponing • Customer acquisition • Payment • Contactless payment • Transport, parking, ticketing

  18. GS1 MobileCom group

More Related