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Consumer Engagement in the Connected Age

Consumer Engagement in the Connected Age. Richard Cantwell Chairman – Board of Governors, EPCglobal. 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?

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Consumer Engagement in the Connected Age

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  1. Consumer Engagement in the Connected Age Richard CantwellChairman – Board of Governors,EPCglobal

  2. 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)

  3. A history of marketing • The “Old Days” (100-150 years ago)  Word of Mouth • Targeted • Credible • 20th Century  Mass Media • TV, Radio, Syndicated Print • Everyone received the same message • Built big Brands • Today  Product offerings & target audiences are both more segmented • Reaching today’s consumer is a marketing challenge

  4. 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 The problem Pizza Hut ad on the side of a Russian Proton rocket!

  5. The possibilities

  6. This is really happening I will talk about 3 examples • Wal-Mart TV • Smart Shopping Carts • Promotions

  7. 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

  8. 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

  9. seek scan navigate Interaction and display • Media Cart

  10. 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

  11. 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 Now add consumer context

  12. Further possibilities

  13. 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!

  14. Thank You! dcantwell@epcglobalinc.org

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