GOING LOCAL by beckyphoenix93

GOING LOCAL THE GROWTH OF LOCATION BASED MOBILE SERVICES + IT’S IMPACT ON THE FUTURE OF RETAIL

REBECCA PHOENIX

FASHION COMMUNICATION + PROMOTION N0374127 NEGOTIATED PROJECT STAGE 1 FASH3001

>>CONTENTS timing is everything

TICK TOCK

the consumer reaction

SPUR OF THE MOMENT

brands building fences

BEEN THERE DONE THAT

rise of the smartphone

THE LOVE AFFAIR

introduction

BEGINNINGS

research summary

to conclude

the creep factor

up close n’personal

life outside the geofence

come hither

the state we’re in

IT’S GETTING EMOTIONAL

BEGINNINGS

INTRODUCTION Today we live in a fast paced society where modern life is quite literally go-go-go. Everything is instant and at the ease of our fingertips. We can buy a new washing machine at the touch of the button or record television programmes whilst you’re on your way home from work. However, as everything is getting easier, people are also busier than ever before. “While technology allows us to do our work faster and more efficiently, it also puts more demands on us. Nowadays we’re expected to accomplish much more with our time.” (Levy, 2012)

Marketing messages get lost in our busy lifestyles as we become inundated with so much varied content. Lewis and Bridger describe the way that we cope with such vast quantities of information is to simply just ignore the vast majority of it. (Lewis, D & Bridger, D. 2000) They additionally coined the phrase ‘commuter amnesia’ which depicts the way we can recall very little of what happens between leaving home and arriving at work, unless something out of the ordinary occurs, such as an accident.

we ignore the vast majority

In a society where information is virtually limitless, human attention inevitably becomes the most important commodity of all. What if, however, we were targeted on-the-go at exactly the right moment, as and when we would need it? Brands are seemingly wanting to get closer to their consumers to build up a more personal relationship with them, allowing customers to feel closer to the brand. IBM’s Global CEO Study found that 88% of CEOs said “getting closer to customers” was the top priority for their business over the next five years. (Baird and Parasnis, 2013). Brands that have a genuine, real-time dialogue with consumers will be well positioned in a world of evolving and increasingly niche markets.

Location-based services are bringing new innovative ways for businesses to connect with customers. Geo-fencing refers to a virtually fenced-off location. When this concept is applied to mobile phones, it refers to a deviceâ&#x20AC;&#x2122;s ability to receive automatic alerts when entering, leaving or moving within a specific geographic area. Geo-fencing technology improves location-based services by giving businesses the opportunity to send relevant messages based on a users location. Once users are within a determined radius they receive messages tied to that geo-fence.

This report aims to explore the growth of location based services in todayâ&#x20AC;&#x2122;s current market as it moves into the mainstream and itâ&#x20AC;&#x2122;s impact on the future of retail. Brands are always looking for new and innovative ways to stand out and capture their audiences attention, and this research will look into how brands could use location based methods to further themselves and achieve this in the market. However, there are a range of possible implications such as privacy concerns and ethics that may intrude upon this, which have been explored and discussed. After collating this information, I will then go on to provide recommendations on how brands could successfully implement geofencing themselves, and potentially save the brick and mortar retail industry.

target them on the go

02 THE LOVE AFFAIR

RISE OF THE SMARTPHONE

The smartphone is now an accessory that is inescapable for most consumerâ&#x20AC;&#x2122;s every day lifestyle, a holy grail that they simply cannot go without. In fact, 1 in 5 people in the world own a smartphone (Heggestuen, 2013) and global smartphone penetration of the market is set to reach 60% by 2019. (Fitchard, 2013) This demonstrates that there is a clear audience of people to be targeted by their location via smartphone. This is a growing platform that brands need to utilise as their new marketing platform.

The love affair with smartphone devices is particularly prevalent amongst Generation Y; with nearly 90% of consumers aged 25-34 owning one themselves. This was clear from a survey conducted at the start of the project, as every respondent owned a mobile device. It was also discovered that 96% of respondents never leave the house without their phone, in addition to 84% checking their phones multiple times within an hour, and the other 16% checking between once and hour to multiple times a day. Evidently, consumers have become attached to their devices and they accompany with them on every daily task. According to the Jumio 2013 Mobile Consumer Habits study, consumers use smartphones just about everywhere, even in the most compromising situations: during sex (9%), in the shower (12%), and even while at church (19%). (Jumio, 2013)

â&#x20AC;&#x153;People view their smartphones as an extension of themselves, taking them everywhere they go â&#x20AC;&#x201C; even the most unorthodox places - from the shower to their commute, from the dinner table to the bedroom.â&#x20AC;? (Barach, 2013)

It is wise for brands not to underestimate the importance of mobile platforms as a consumer engagement avenue as it is becoming the best chance to reach consumers whenever and wherever they are, due to customerâ&#x20AC;&#x2122;s utmost reliance on their devices. In addition to the saturation of smartphone usage in the market, GPS technologies are becoming more advanced with the rise of 4G LTE and itâ&#x20AC;&#x2122;s takeover from 3G by 2016. (ABI Networks, 2013) Having these connections available in most cities means that location based services are able to become more precise which is opening up a huge opportunity for marketers to really pinpoint their consumers through targeted marketing campaigns. The extension of 4G technology will very likely mean that brands will adopt location based strategies to their marketing campaigns as it allows data to become more accurate data to be provided. Former CEO of Connections Services, Chris Phoenix maintained this view as he predicts the take up of locationbased technology will be ubiquitous.

Many organisations already use public WiFi service signals as a way of identifying and tracking the location of user devices. Location information from 4G will add to this capability and eventually make geofencing a ubiquitous technique. (Phoenix, 2014)

BEEN THERE DONE THAT

BRANDS BUILDING FENCES Geofencing is not an entirely new concept to the retail industry. Many brands have already utilised this technology during trial periods and have seen increasingly effective results.

Geofencing is not an entirely new concept to the retail industry. Many brands have already utilised this technology during trial periods and have seen increasingly effective results. During a 15 month period, Pizza Hut set up geofence locations within half a mile radius of each of their 340 store locations. When customers entered this radius around any Pizza Hut location, they would receive an SMS promotion on their mobile phone featuring offers and discounts. During the time that their geofencing campaign ran, Pizza Hut discovered that it was on average 142% more efficient in increasing incremental sales than other channels including 4.4 times more effective than their television advertisements and 2.6 times more effective than their online advertisements. (Johnson, 2013) This demonstrates that SMS based geofencing can provide very promising results when compared to traditional advertising methods.

your name in lights Additionally, Coca Cola used location-based services to put a creative spin on their already popular ‘Share a Coke’ global campaign (where consumers could buy personalised cans and bottles with their names on). Coca Cola Israel and Tel Aviv based Gefen team built a campaign around personalised billboards. Users downloaded a special app in which they entered their name and then by using geofence technology to sense their proximity to the most visible billboards across the country, approaching customers would be greeted by their name in lights. This clever campaign showed that no matter how finite, consumers love their 5 seconds of fame, proved by the app reaching 100k downloads and achieving a #1 ranking in Israel’s app store. (Sedgwick, 2013)

SPUR OF THE MOMENT

CONSUMER REACTION In order for location based targeting to work, it is necessary to understand how different people react to SMS geofencing and whether there are different factor’s that alter their reactions. To explore this question, an experiment was conducted in which I text 12 different people telling them about an offer in their favourite stores, to monitor their responses. Firstly, in pursuance of how quickly people respond to their phones, I text these people as they were passing a store to see whether they viewed it. I observed that out 5 of of 6 respondents between the ages of 18-26 looked at their device immediately, whereas only 2 of the 6 respondents between the ages of 35-45 looked straight away. This suggests that younger consumers are more responsive to their mobile phones whilst out and about. This is probably due to the fact that teens and young adults are digital natives who have grown up “surrounded by computing technology and with a special affinity to mobile devices” forming a stronger emotional connection to their handsets. (Kurkovsky, 2010)

I was additionally interested in how many people would actually act upon the offer that they received, resulting in them entering the store. A message was sent to 6 people telling them that chain restaurant Prezzo, was offering 50% off their food bill. To test the different factors that could affect this decision, 3 texts were sent at peak eating time 12pm, also whilst it was raining, and the other 3 were sent at random off-peak times of the day. I observed that all of the first 3 people actually entered the restaurant whereas the latter 3 did not. This suggests that as they were targeted at lunchtime, it tapped into their natural hunger senses at a time they were possibly already thinking about food, further encouraging them to enter. Also, it is highly likely that the fact that it was raining, gave the participants an extra incentive to enter as a way to shelter from the bad weather. Whereas, the other offers sent through text were sent at random times in the day. This approach is maintained by Maslowâ&#x20AC;&#x2122;s Hierarchy of Needs, which depicts that humans are first and foremost motivated by psychological needs including food and shelter before other influences. (Maslow, 1943)

motivated by physcological needs

The final thing that was tested through the experiment was consumerâ&#x20AC;&#x2122;s shopping habits in relation to other competitors. A message was sent to 6 participants telling them that clothing store Topshop, was offering a 30% student discount. However, 3 of the participants were text after exciting another competitor store having already made a purchase, whereas the other 3 were shopping bag free. It was observed that only 1 out of the 3, despite already having made a purchase, entered Topshop, whereas the other 3 that had just began their shopping trip, all entered to store to browse. The results from this suggest that in order for geofencing to be successful, it is important to take note of competition with the market from other brands with a similar target market. The experiment showed that the majority of people that had already made a purchase did not enter Topshop as they had already spent their disposable income. Geofences could potentially be set up to prevent this, such as targeting people as soon as they enter a shopping centre to make sure that a certain store is the first in mind, or set up to be alerted as they approach a competitors store in order to drive the focus away.

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One fashion brand that did this successfully, is Guatemalan shoe store Meatpack with their ‘Hijack’ campaign. With the intention of stealing customers from competitor stores such as Converse and Addias, Meatpack set up geofences around each competitor store and sent customers a discount as they entered. However there was a twist. The discount was sent in the form of a countdown timer which started at 99% discount which reduced by 1% every second, which encouraged customers to run to the nearest meatpack store where the timer stops when entered. According to David Moth from EConsultancy “More than 600 shoppers were hijacked from the competitors within a week, with one of them achieving an 89% discount off his new trainers.” (Moth, 2012) This campaign was extremely innovative in the way it increased footfall for the brand by offering the chance at a high discount but simultaneously removed sales from competitors.

72%

40%

97%

hijack your competitors

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11%

time up F12

05 TICK TOCK

TIMING IS EVERYTHING As geofencing aims to target people onthe-go in order to influence them to make a spontaneous decision, it is vital to do this at exactly the right time. Timing is key. F13

As consumers are giving up personal information in order for you to target them via location, it is important for brands not to abuse it. Therefore, consumers not want to be bombarded with information as they do in the average spam e-mail that we receive daily, yet delete without a second glance. Geofencing needs to be smarter than this. For instance, when setting up a geofence, brands need to ensure that they do not alert users with a message everytime they step inside that geofence zone or visit that particular store. There is nothing worse that destroying that loyalty youâ&#x20AC;&#x2122;ve built up with a customer after they have purchased in store, by bombarding them with the same message once they walk past again. Time of day is also key in attracting consumers and making information that you send them relevant. As research earlier proved, consumers are triggered by certain time periods such as hunger triggering them to buy food at lunchtime. Brands also need to consider weekdays vs weekends when their consumers may have the most time on the hands, in addition to their own store business hours. It is useless to alert a consumer with an offer when your store isnâ&#x20AC;&#x2122;t even open.

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Scientist BJ Foggs has written an article in which he placed great importance on triggering certain consumer behaviour through the right method at the right time. He claims that in order to change behaviour there three elements that “must converge at the same moment” in order to see a result, these being Motivaton, Ability and a Trigger. He also stated that when behaviour does not occur, it is because one of these elements is missing. A person must have sufficient motivation, sufficient ability, and an effective trigger. Foggs stated that the last element, Timing, is often the missing and most important element within the theory. He claims that this element is in fact so important that the ancient Greeks named it karios – “the opportune moment to persuade.”

behaviour must be triggered

“If we want to perform a behavior, a well-timed trigger is welcome. But when our motivation is low for that behavior, a trigger is distracting. Conversely, when we want to perform the behavior being triggered but lack ability, we feel frustrated.” (Foggs, 2009)

In terms of location based service aiming to utilize this approach, the core free elements would have to used together. For example if a brand like Starbucks, were to implement this correctly and successful they would take advantage of a customer who’s motivation may be hunger, who’s ability may be having a hour to spare as they shop around the local area and the trigger would be a direct and targeted message that picks up on their whereabouts and offers them incentive to enter the premise. This confirms that timing really is key for retailers. Whether a consumer is waiting to board a plane in an airport or walking home from school - understanding when to use geofence-determined marketing is very important.

Additionally, Lewis and Bridger, authors of ‘The Soul of the New Consumer’, have also talked about timing in a very interesting way within their ‘time to kill’ chapter. Time to kill is described as the periods in which we are waiting for something else to happen, for instance if you arrive early for an appointment. The state that consumers today, consider anything that we are presented with within that period as almost a bonus, as we do not regard the time as real. For location-based services, people within the time to kill state are an extremely captive audience whom present an excellent marketing opportunity for geofencing. This is the perfect time for a brand to build up some form or recognition or consumer relationship, by enticing them in store whilst they have time on their hands. (Lewis & Bridger, 2000)

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time to kill F16

A fairly recent and ingenious way that a brand has capitalised on the ‘time to kill’ state is supermarket chain, Tesco, who implemented a trial of the UK’s first virtual grocery store in the departure lounge at Gatwick Airport. The platform displayed four interactive screens that you can slide by hand to reveal shelves with an assortment of 80 products. If a consumer was interested, they could easily scan the barcode with your smartphone, and have the basket of essentials delivered the day that they arrive back home. This demonstrates an excellent way in which a brand can captivate the consumer and trigger their behaviour whilst they were in a ‘time to kill’ state at the airport.

“We don’t think it’s a gimmick - it’s a taste of the future,” (Minichiello, 2013)

06 IT’S GETTING EMOTIONAL

THE STATE WEâ&#x20AC;&#x2122;RE IN As people are much more likely to change their buying habits when they are in a â&#x20AC;&#x2DC;hot stateâ&#x20AC;&#x2122;, I wanted to investigate whether there were certain emotions that were linked to this behaviour, such as when consumers are celebrating something or self comforting themselves. By searching for certain hashtags on Twitter and Instagram, I realised that there are certain emotions where people are in the mindset to make a purchase.

This could be for both positive and negative situations, as when hashtags #celebrate and #treat in addition to #comfort and #sad were searched it was clear that people may purchase an item because they are treating themselves, because they have passed their driving test or on the other hand, comforting themselves because they are feeling under the weather for instance. This was also true for certain activities that were monitored such as #payday or #finishedexams. These hashtags indicated social situations in which people are more likely to buy things in order to satisfy that hot state of emotion.

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behaviour must be triggered Brands could really tap into this by monitoring key buzzwords on social networking sites such as Twitter and Instagram, to then narrow down their marketing approach by sending consumers information related to their particular mood or activity. For example, if someone has just finished their exams, Pizza Express could then twees a personalised message suggesting that they bring a friend and come celebrate with a 2 -4-1 pizza. This is a more direct and personal approach for brands to build a relationship with their consumers and to also provide them with targeted content that is extremely relevant to their day-to-day lifestyle and real-time emotions. In terms of location-based marketing, this could be taken one step further by providing the offer when they are close to the store as it provides the extra incentive and trigger to make the sale.

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One brand that tapped into this idea is Florist Interflora, with their ‘Random acts of Kindness’ campaign, in which they monitored twitter to identify users that they believed needed cheering up. They then contacted them directly to find out their postal address in order to send them a free bunch of flowers to brighten their day. This created a tremendous positive word of mouth for the brand in the Twitter community with praise and recognition. Adam Hart, online marketing manager at Interflora, said: “At Interflora we are focused on exceeding people’s expectations and delivering a personal, trusted service that will brighten up their day.” (Hart, 2010)

“Interflora understands that to operate successfully in social media, you need to listen to people’s needs and respond in a human, empathetic way.” (Collister, 2010)

07 COME HITHER

LIFE OUTSIDE THE GEOFENCE One thing that has become apparent throughout research, is that geofencing has great potential for success in attracting customers as long as it is done right. An important point to consider is where to set the geofences, and how big should they be? Businesses need to consider whether consumers will drive a long distance for their products or if their sales tend to involve spur of the moment purchases. The range around a geofence shouldnâ&#x20AC;&#x2122;t be too big as consumers will only go so far for an offer.

think about distance

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One thing to consider is whether it’s necessarily the best option to set a geofence in close proximity to your store, in the hope of luring in a potential customer that’s passing by . As said by Sergio Zyman, in ‘The End of Advertising as we Know it’, “Fish where the fish are and you’ll be a lot more successful than if you fish where you aren’t.” (Zyman, 2004) This suggests that a strategy of building geofences where your consumers are and not where you want them to be. For example, for a children’s clothing store, geofences could be set up at locations such as playgroups or local playgrounds where the buying audience may be (in this case, parents with children).

“‘Location, location, location’ has always been the real estate industry’s motto, but today, it’s especially important for brand marketers to connect with their customers whenever and wherever they are.” (Clotfelter, 2012)

Independent local business could also target consumers in this way by sending a promotion suggesting that parents take their kids for a refreshment break in a local café. Targeting consumers in other locations away from store locations, could also be set at gyms, airports, dentists etc. For instance, if you were to leave the dentist, and a discount appeared on your phone for dental hygiene products at a nearby store, this could attract the consumer to make a purchase, even when they are far away, as they are still in the mind set related to that particular activity.

The optimal size of the geofence has to balance the targeting precision of a small geofence vs. the number of people you are likely to reach. The larger the geofence, the larger the target audience. It’s also important to calculate the population density and type of business. For a restaurant in the centre of London, a one-mile geofence might be appropriate — big enough to reach a meaningful audience, and small enough to reach people who can make a real-time decision to jump in a car and visit the business. On the other hand, consider a supermarket in a rural area. Market research may show that people are willing to drive 10 to 20 miles to their nearest convenience store, in which case that might be a reasonable geofence to reach the store’s desired audience. (MacIsaac, 2013)

UP CLOSE N’ PERSONAL

THE CREEP FACTOR One of the main issues that occurs with geofencing technology is invasion of privacy. Is the consumer ready to be targeted via their location or is it all too â&#x20AC;&#x2DC;Big Brother is watchingâ&#x20AC;&#x2122; for them? Brands can overcome the initial hesitation from consumers by giving them the ability to opt in and out from their service, allowing the user to confirm that they are happy to receive push notifications.

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From a focus group discussing such privacy concerns with a range of consumers, it appeared that most younger consumers did not mind being targeted via their mobile devices, as long as they did have an opt in option. Others were put off from other experiences theyâ&#x20AC;&#x2122;ve had with previously where brands have bombarded them multiple direct messages within a day. The general consensus from older consumers was a slight concern to do with how their information would be used and stored, in addition to how relevant the information sent to them would be. These results suggest that consumers need to be educated about how their personal information is going to be stored, secured and used, and how location based marketing can assist their daily lives. As maintained in an interview with IOS developer Martin Wright, as long as brands that use confidential data to sell their products, use it in an intelligent way, there will not be any privacy issues. (Wright, 2014)

privacy invasion I personally do not think that giving being directly marketed to is intrusive, as along as it is controlled and not exploited. We already give up a large majority of ourselves online already, especially on social networking sites such as Facebook and Twitter. If we are going to put ourselves out their by tweeting that we’re going to the cinema, why not gain an extra benefit from it too by receiving a discount or promotion in exchange for that information? Additionally, as James Fergusson, Global Head at TNS explained:

“We are really starting to see location based services ‘come of age’. People are realising that sharing their location often offers some kind of reward in terms of a discount or deal. It is the combination of time and context – directing people towards a deal when they can easily redeem it – that unlocks a powerful tool for marketers to develop precise targeting approaches.” (Fergusson, 2013)

In regards to the content of geofencing messages, it is paramount that they must bring something unique and compelling to the consumer, otherwise it could cause more harm than good. The key to is to analyse user behaviour within the app and link their behaviour to location in order to send specific, highly targeted messages that will be worth their time. Econsultancy’s Clair O’Neil maintained the importance of user segmentation according to user preferences in addition to not “blanket sending the same messages to an entire database, unless it is absolutely relevant to each individual user.” (O’Neil, 2013) For instance,

content is king

“By segmenting a group of users who have all purchased books by a certain author for example, a book shop could then send a discount on the author’s next title when anyone in that group of users is nearby the book shop. “(O’Neil, 2013)

Another concern of location-based marketing is consumers perceiving it as spam, if done inappropriately and exploited. A survey by Fierce Market Inc, demonstrated that users spend only 8-10 seconds on a mobile advertisement. (Fierce, 2007) Therefore, interaction must be straightforward and engaging, so that mobile users do not disregard it and will want to access at the right place and the right time, in order to get dialogue going between brand and consumer.

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09 TO CONCLUDE

TO CONCLUDE Location based technology will clearly have a major impact on marketing and will redefine behavioural targeting. Marketers have always wanted to be in the right place at the right time, with the right messaging, and with the ever advancing nature of technology, as well as the advancements in location based marketing, we are getting closer every day.

Given the fact that the smartphone industry is rapidly expanding, with more users than ever before purchasing GPS-enabled smartphones, location-based advertisers are poised for a dual opportunity: better targeting and a bigger audience.

If thatâ&#x20AC;&#x2122;s not an appealing prospect, itâ&#x20AC;&#x2122;s hard to think of what could be. With location targeting growing more precise, mobile audiences growing larger than ever before, and mobile CPMs remaining steady, the advantages of a location-based advertising campaign are becoming increasingly difficult to ignore within todayâ&#x20AC;&#x2122;s ever-changing face of retail.

it’s the FUTURE “We are really starting to see location based services ‘come of age’. People are realising that sharing their location often offers some kind of reward in terms of a discount or deal. It is the combination of time and context – directing people towards a deal when they can easily redeem it – that unlocks a powerful tool for marketers to develop precise targeting approaches.” (Fergusson, 2013)

Recommendations & Appendices

REBECCA PHOENIX

FASHION COMMUNICATION + PROMOTION N0374127 NEGOTIATED PROJECT STAGE 1 FASH3001

WHAT TO RECOMMEND

From examining all research that has been gathered and investigated within the growth of location based mobile services, this report will go on to offer appropriate recommendations for two types of brands that could incorporate location based technology into their current marketing strategies in order to see a large benefit.

RECOMMENDATIONS Topshop is a British multinational retailer, which specializes in fashion clothing, shoes, make-up and accessories. It has around 440 shops across 37 countries and online operations in a number of its markets. Despite having a strong online presence for e-commerce, like most high street fashion retailers, Topshop will struggle to translate all consumer browsing on their website into a online sale transaction. However, I would highly recommend Topshop implementing geofencing techniques into their strategy in order to combat online basket abandonment and help drive sales in store.

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Justin Cooke, has expressed

Topshop’s chief marketing officer a keen interest in creating a

“seamless journey from the minute you interact with Topshop…keeping that emotional connection all the time…excitement across everything, but with a Topshop filter on it.” (Cooke, 2013) This demonstrates that the brand are looking for a way in which to further enhance their brand to consumer relationship in a way that will still Top’s ethos.

As e-commerce is growing at a fast pace, there is a wealth of competition on the market. Both Zara-owner Inditex Group and H&M have more stores than Arcadia, with 6000 and 3000 respectively versus Arcadia’s 2340, and smaller brands like Primark now selling online via Asos. Competition is fierce, and if Topshop want to remain among the market leaders of the high street fashion industry, they can not afford to lose sales from consumers not following through with purchases because of lack of engagement with the brand. According to Topshop’s Director of Corporate Market Research, Tania Foster Brown, “trading conditions remain challenging, therefore exciting and engaging our customer across multi-channels is at the top of our agenda.” (Brown, 2013)

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As a brand, Topshop are not shy of embracing new technology. Their site allows viewers to share images as they watch the Topshop Unique runway shows, and to customize the looks coming down the runway, by clicking on a photo of the look next to the video stream. Last season, Topshop were also the first to place cameras on models in order give a first-person perspective on what it’s like to walk a runway. The previous adoption of new and upcoming technology suggests that geofencing would fit well within the brand’s current marketing mix, and would be something that consumers would react well to.

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From primary research conducted with consumers within Topshopâ&#x20AC;&#x2122;s target market, it was clear that this demographic possess many different internet enabled devices including smartphones, tablets and computers, in which they are constantly switched between, in an average day. Therefore, it can become an easy for products to become abandoned in baskets as customers shop across different channels. Another thing that consumer analysis displayed, was the fact that loyal and dedicated followers of the brand, tend to repurchase very similar products in different styles or colourways, which is an interesting form of consumer behavior that could perhaps be cleverly utilized in a geofencing strategy.

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‘We’ve noticed you’ve recently liked our blue angora sweater, we have loads in stock today, come in and try on one!’ ‘You loved our Joni jean in black and acid wash! Come and try on our new distressed grey style in store in your size today!’

‘That dress you liked but was out of stock last week, is back in and in your size…come and take a gander!’

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This method of in-store enticement will also combat the annoyance that consumers experience when their can’t try anything on when browsing online but still like to shop from the comfort of their own home, as with discussion with consumer Diane Turner, consumers like to go into store to examine product quality themselves. (Turner, 2013)

With regards to the growth of location based services, the release of Apple’s iBeacon technology in October 2013 presented the potential to entirely transform the face of retail shopping as we know it. Forget QR codes, kiosks and tablets as the major game changers within retail, as introducing iBeacon to our everyday lives appears to be equivalent to introducing The Flintstones to The Jetson’s shopping centre. It uses Bluetooth Low Energy (BLE) and consumes a small amount of battery power, making it useful for micro-location geofencing of devices. This will make way for detailed tracking with a high degree of accuracy and rich data exchange.

“In your iPhone, iBeacon allows other BLE-enabled devices – “beacons” to recognise when your phone is nearby. Those beacons can then send data to the phone in the form of a pop-up coupon, or commands that open doors, turn on lights, or initiate tracking.” (Phoenix, 2013)

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As iBeacon technology is incredibly accurate, it can determine where a consumer is, not only to the particular store they are in, but also to the exact aisle they are browsing in. This opens up a whole ride range of possibilities that could allow a retailer to provide the customer with a seamless and personal in-store experience.

My next recommendation targeted towards supermarkets and large shopping malls and how they could embrace new and upcoming technology such as BLE and iBeacon to transform their in-store shopping experience.

shopping list For example, entire shopping lists could be curated for consumers based on their past purchases, as they enter a supermarket and then go on to guide you to where the products are located, depending on what it closest. This would provide great benefit to the customer by providing them with a means to save time, which is highly beneficial to todayâ&#x20AC;&#x2122;s consumer who is busier than ever before, discussed earlier in the report. Supermarket brands could also go further in really providing extreme benefit and ease to their customers, by highly targeted notifications to their devices that are specifically tailored to their customer profile. For example, if a consumer is worried about specific allergies, iBeacon could help locate allergen-free products in real life. Or if a consumer was worried about their finances, they could set a certain limit before they walk into the store, which would enable the beacons to direct you to deals for products in their price range. This personalised content could help tackle of previously mentioned problem of consumer invasion. If parameters are chosen and set by the customer before they even leave the house, the control is handed over to them to DIY their own experience and simultaneously minimise the chance of notifications that could be perceived as irrelevant.

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Large shopping malls and supermarkets receive a wide breath of consumers, all with different needs. This retailers could help cater for more niche consumers by utilising iBeacon technology. For instance, consumers who are visually impaired could be easily guided to specific stores with in a mall or store aisles in a superstore, and even to specific, tailored products. Shoppers with physical handicaps could access stores with more ease, by implementing wheelchair ramps that drop down over stairs as they approach the store or lowers product shelving when approached with the intention of purchase. In addition, the introduction of fingerprint payment could aid a variety of shoppers with different disabilities. By catering for consumers with disabilities, it allows brands to market towards an even wider range of people, but also, provides a far more efficient way of shopping for these types of consumers which will gain their loyalty, and the possibility of repeat service.

provides assistance F30

iBeacons could activate tablets which turn on as you approach and display personal greeting with information relevant to the consumer including product information and video demonstrations. As maintained in a discussion with Martin Wright, iBeacon technology has the potential to provide customerâ&#x20AC;&#x2122;s with a one-on-one service by acting as a personal tour guide - an experience curated on your own tastes and needs. This could instill consumer loyalty rather than sales representatives in-store as consumers as savvy to their pushy sales techniques, as Diane Turner highlighted â&#x20AC;&#x153;salespeople might have commission or a quota or a product to get rid offâ&#x20AC;?. (Turner, 2013)

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instant pay

â&#x20AC;&#x153;An instore iPad showing products can recognise the customer using the device. It can then display content personal to the user. That means that people can act as iBeacons too. This opens up another whole set of possibilities. Those iBeacons could now be a museum volunteer, shop assistant or tour guide. â&#x20AC;&#x153; (Wright, 2013) When it comes to paying for products and completing the transaction with the consumer, the hyper-location experience does not need to stop there. iBeacon opens the possibility of contactless payments. By using your smartphone as an electronic cash register, shoppers could scan and pay with a simple click on a button on the go. Further notifications that would be particularly beneficial to consumers are alerts personalised to the products in their basket. These could range from alerting about the fragility of certain products or notify about any secondary products that may need to purchase such as batteries for electronics. There is also the potential for purchases to already be made before consumers walk into a store, meaning that purchased items will be ready and waiting the moment that they enter the store. This would reduce, or possibly even eliminate waiting times, which is essential for the abundance of busy consumers in todayâ&#x20AC;&#x2122;s market.

The possibilities are endless, and if iBeacon and BLE technology is successfully implemented, larger retail environments such as supermarkets and shopping malls could expect an entirely new personalised consumer-brand relationship, and an increase in footfall and profit and shoppers are more advised and incentivised to purchase.

References Baird, C and Parasnis, G. (2013) From social media to Social CRM -What customers want [Online] Available via: IBM. [Date accessed: 4th Jan 2013] Barach, M. (2013). Most adults always have smartphone close by, 1 in 10 use it during sex. [Online] Available: http://articles.latimes.com/2013/jul/11/business/la-fi-tn-smartphone-nearby-1-in-10-use-during-sex-20130711. [Date accessed: 27th Jul 201] BJ Fogg. (2009). A Persuasive Model for Persuasive Design. [Online] Available: http://blog.hcilab.org/uui/files/2013/04/a40-fogg.pdf. [Date accessed: 2nd Dec 2013] Brown, T. (2013). Arcadia Group Financial Results. [Online] press-relations/ press-releases-1/financial-results-for-the-year-ended-31st-august-2013. [Date accessed: 14th Nov 2013] Campbell, A. (2013). The Peril of Showrooming. [Online] Available: http://www. bbc.co.uk/news/magazine-22098575. [Date accessed: 20th Jul 2013] Clotfelter, B. (2012). 6 secrets of successful geofence campaigns. [Online] Available: http://www.mobilecommercedaily.com/6-secrets-of-successful-geofencecampaigns. [Date accessed: 15th Nov 2013] Collister, S. (2010). Interflora: Random Acts of Kindness case study. [Online] Available: http://image.slidesharecdn.com/wearesocialinterfloracasestudy121030191521-phpapp02/95/slide-1-1024.jpg?cb=1377629384. [Date accessed: 6th Jul 2013] Cooke, J. (2013). Topshopâ&#x20AC;&#x2122;s Justin Cooke Talks Seduction. [Online] Available: http://www.wwd.com/retail-news/marketing-consumer-behavior/topshops-justincooke-talks-seduction-7056035. [Date accessed: 18th Aug 2013] Fierce Markets Inc. (2007, March 1). IDC says donâ&#x20AC;&#x2122;t underestimate full potential of mobile marketing. Retrieved August 10, 2007, from http://www.fiercemobilecontent.com/node/2941 Fitchard, K. (2013). Global smartphone penetration will reach 60% in 2019. [Online] Available: http://gigaom.com/2013/11/11/ericsson-global-smartphone-penetration-will-reach-60-in-2019/. [Date accessed: 20th Nov 2013] Hart, A. (2010). Interflora cheers up glum Twitter users. [Online] Available: http://www.marketingmagazine.co.uk/article/1033403/interflora-cheers-glum-twitter-users. [Date accessed: 6th Jul 2013] Heggestuen, J. (2013). One In Every 5 People In The World Own A Smartphone, One In Every 17 Own A Tablet [Online] Available: http://www.businessinsider.com/ smartphone-and-tablet-penetration-2013-10. [Date accessed: 28th Dec 2013] Johnson, D. (2013). Pizza Hut SMS Geofencing Campaign 2.6X More Effective Than Online Advertising. [Online] Available: http://www.tatango.com/blog/pizza-hutsms-geofencing-campaign-2-6x-more-effective-than-online-advertising/. [Date accessed: 3rd Sep 2013]

BaJumio. (2013). Where do you take your phone?. [Online] Available: http://www. jumio.com/2013/07/where-do-you-take-your-phone/. [Date accessed: 25th Jul 2013] Kurkovsky, D. (2010). Digital natives and mobile phones: A survey of practices and attitudes about privacy and security. Technology and Society. (1) pp. 441 449. Levy,D. (2012). How Can We Cope in a World of Rapid Change?. [Online] Available: http://www.ucg.org/entertainment/how-can-we-cope-world-rapid-change/. [Date accessed: 20th Sep 2013] Lewis, D & Bridger,D. (2000). The Soul of the New Consumer, London, Nicholas Brealy Pub Maslow, A.H (1943). A Theory of Human Motivation: Psychological Review. 370-396. Moth, D. (2012). Eight great location-based mobile campaigns from 2012. [Online] Available: http://econsultancy.com/blog/11303-eight-great-location-based-mobilecampaigns-from-2012. [Date accessed: 18th Aug 2013] Oâ&#x20AC;&#x2122;Neil, C. (2013). Are marketers making the most of location-based services?. [Online] Available: http://econsultancy.com/blog/63027-are-marketers-making-themost-of-location-based-services. [Date accessed: 29th Aug 2013] Phoenix, C. (2013) Views on location based services. Interviewed by Rebecca Phoenix [Via e-mail] [17th Dec 2013] Sedgwick, D. (2013). Geofencing Technology: Optimizing a Personal and Timely Message. [Online] Available: http://www.soundctrl.com/blog/geofencing-technology-optimizing-a-personal-and-timely-message/. [Date accessed: 1st Sep 2013] Turner D. (2013) Views on showrooming Interviewed by Rebecca Phoenix [Via email] [3rd Dec 2013] Wright, M. (2013) Views on location based services. Interviewed by Rebecca Phoenix [Via e-mail] [17th Dec 2013] Zyman, S (2004). The End of Advertising as we know it, London Wiley

Illustrations Figure 1: Hand holding watch [Photograph] At: http://depositphotos.com/2019491/ stock-photo-Hand-holding-old-mechanical-stopwatch.html [Date accessed: 3rd Jan 2014] Figure 2: You are here [Photograph] At: http://www.instant.ly/blog/2013/07/4geofencing-strategies-for-retailers/ [Date accessed: 3rd Jan 2014] Figure 3: Hand holding phone [Photograph] At: http://www.shutterstock.com/pic159922394/stock-photo-isolated-male-hands-holding-a-white-phone-similar-to-iphone-in-different-ways.html [Date accessed: 4th Jan 2014] Figure 4: Phoenix, R. 2014. Busy people icons [Illustration] own image. Figure 5: Phoenix, R. 2014. Wifi symbol [Illustration] own image. Figure 6: Phoenix, R. 2014. Pizza hut geofence [Illustration] own image. Figure 7: Coca Cola bottles [Photograph] At: http://www.asiaiplaw.com/article/41/858/ [Date accessed: 4th Jan 2014] Figure 8: Phoenix, R. 2014. People icons [Illustration] own image. Figure 9: Phoenix, R. 2014. Cloud icon [Illustration] own image. Figure 10: Shopping bags [Photograph] At: http://apparelsuppliesinc.com/product/ t-shirt-bags/ [Date accessed: 4th Jan 2014] Figure 11: Meatpack logo [Illustration] At: https://www.internetretailer. com/2012/10/23/shoe-store-sends-time-sensitive-discounts-app-users [Date accessed: 3rd Jan 2014] Figure 12: Phoenix, R. 2014. Tick tock countdown [Illustration] own image. Figure 13: Phoenix, R. 2014. Clock icon [Illustration] own image. Figure 14: Sorry weâ&#x20AC;&#x2122;re closed sign [Photograph] At: https://www.carpevinoauburn. com/were-closed-this-saturday-for-a-private-party/ [Date accessed: 4th Jan 2014] Figure 15: Phoenix, R. 2014. Trigger, motivation, ability [Illustration] own image. Figure 16: Phoenix, R. 2014. Time to kill icons [Illustration] own image. Figure 17: Phoenix, R. 2014. Instragram screenshots [Photograph] own image. Figure 18: Phoenix, R. 2014. Hashtag icon [Illustration] own image. Figure 19: Interflora screenshot [Photograph] At: http://www.koozai.com/blog/ search-marketing/using-free-stuff-to-leverage-seo-and-online-brand-building-756/ [Date accessed 2nd Jan 2014]

Figure 20: Phoenix, R. 2014. Geofence [Photograph] own image. Figure 21: Big brother logo [Illustration] At: http://www.telegraph.co.uk/news/ celebritynews/1950786/New-Big-Brother-logo-unveiled.html [Date accessed: 5th Jan 2014] Figure 22: Spam [Photograph] At: http://www.digitaltrends.com/computing/globalspam-levels-in-decline/ [Date accessed: 4th Jan 2014] Figure 23: Topshop logo [Illustration] At: http://www.friarssquareshopping. com/10-student-discount-at-topshop-all-year-round/ [Date accessed: 5th Jan 2014] Figure 24: Shopping basket [Illustration] At: http://www.endlessicons.com/freeicons/shopping-basket-icon/ [Date accessed: 3rd Jan 2014] Figure 25: Topshop unique show [Photograph] At: http://poqstudio.com/2012/09/ london-fashion-week-tech/ [Date accessed: 2nd Jan 2014] Figure 26: Phoenix, R. 2014. Consumer devices [Photograph] own image. Figure 27: Phoenix, R. 2014. Text speech bubbles [Illustration] own image. Figure 28: iBeacon logo [Illustration] At: http://blog.noweverybodysgotone.com [Date accessed: 3rd Jan 2014] Figure 29: Supermarket icon [Illustration] At: http://www.123rf.com/photo_21438230_supermarket-icon.html/ [Date accessed: 4th Jan 2014] Figure 30: Wheelchair icon [Illustration] At: http://samedifference1. com/2013/04/23/rethinking-the-universal-wheelchair-icon-of-access-and-disability/[Date accessed: 4th Jan 2014] Figure 31: Ipad [Photograph] At: http://jeremiahrants.wordpress.com/2011/05/12/ welcome-ipad-users/ [Date accessed; 3rd Jan 2014]

Bibliography http://www.behaviormodel.org/motivation.html

http://www.adexchanger.com/mobile/verve-mobile-boosts-sales-team-talks-scaling-location/ http://www.arcadiagroup.co.uk/press-relations/press-releases-1/financial-results-for-the-year-ended-31st-august-2013 http://www.wwd.com/retail-news/marketing-consumer-behavior/topshops-justin-cooke-talksseduction-7056035 http://www.bbc.co.uk/news/magazine-22098575 http://www.mobileworldlive.com/4g-data-traffic-surpass-3g-2016 http://www.slideshare.net/vivastream/how-brands-can-get-their-game-on-using-geofencing http://www.crmsearch.com/showrooming.php http://blogs.forrester.com/tony_costa/13-09-05-location_technologies_show_a_path_to_improved_ customer_experiences http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03391usen/GBE03391USEN.PDF http://www.fastcompany.com/3007362/customers-dont-want-ads-they-want-conversation http://www.soundctrl.com/blog/geofencing-technology-optimizing-a-personal-and-timely-message/ http://www.tnsglobal.com/press-release/two-thirds-worldâ&#x20AC;&#x2122;s-mobile-users-signal-they-want-befound http://econsultancy.com/blog/63027-are-marketers-making-the-most-of-location-based-services http://wearesocial.net/interflora/ http://www.marketingmagazine.co.uk/article/1033403/interflora-cheers-glum-twitter-users http://en.wikipedia.org/wiki/Location-based_advertising http://theweek.com/article/index/227850/geofencing-can-texting-save-the-brick-and-mortar-retailindustry http://gigaom.com/2013/11/11/ericsson-global-smartphone-penetration-will-reach-60-in-2019/

http://blog.gopayment.com/money-trends/what-is-geofencing-and-how-can-it-benefityour-business/

http://www.ucg.org/entertainment/how-can-we-cope-world-rapid-change/ http://www.meldstudios.com.au/2012/08/27/future-retail-blurring-boundary-online-offline/ http://www.bbc.co.uk/news/technology-19148154 http://www.travolution.co.uk/Articles/2013/06/27/6854/deloitte+study+charts+the+rise+and+rise+ of+smartphone+penetration.html http://www.sentientinsight.com/hot-state-decision-making-understanding-consumer-emotion-andrationality/ https://itunes.apple.com/be/app/fency-location-based-time/id698223250?mt=8 http://www.coca-colacompany.com/stories/your-name-in-lights-personalized-coke-billboardsgreet-consumers-in-israel http://www.clickz.com/clickz/column/2299940/geo-location-geo-fencing-creep-factor-the-futureof-location-data-and-mobile-advertising http://elitedaily.com/news/world/this-video-will-have-you-completely-rethink-how-you-conductyourself-online-and-in-person-video/ https://www.youtube.com/watch?v=MUlYpCmtHbE http://www.itworld.com/mobile-wireless/378818/what-ibeacon-and-why-do-they-matter-applesshopping-strategy http://www.businessinsider.com/location-data-is-transforming-mobile-2013-4 http://unbounce.com/conversion-rate-optimization/shopping-cart-abandonment-infographic/ http://www.maddash.net/blog/?p=384 http://www.mondaq.com/x/272660/advertising+marketing+branding/Going+Native+The+Death+ Of+The+PopUp http://www.mediapost.com/publications/article/206028/ http://www.smartinsights.com/marketplace-analysis/customer-analysis/customers-purchase-journey/ http://brilliantnoise.com/brilliant-model-the-loyalty-loop/ http://www.wired.co.uk/magazine/archive/2013/08/ideas-bank/generation-c-has-stolen-the-a-listsinfluence

APPENDIX

MARTIN WRIGHT IOS AND APP DEVELOPER AT TINY SHINY APPS

Interview

INDUSTRY PROFESSIONAL

Hi Becky, I hope some of this is helpful to you. 1) What are your views on the use of location based marketing and targeting consumers via their phone/location to send them direct promotional material? Mobile technology for consumers has been ahead of a retailers ability to connect with them for years. While consumers have been checking in using Facebook and Foursquare there has been little interaction from retailers. Groupon has been very successful in promoting local businesses via email, but no mobile service has had comparable success. 2) What benefits do you think could come from this type of marketing? Benefits for retailers are more engagement with customers, leading to more sales. Benefits for customers include a better shopping experience on all platforms. View product on Pinterest, browse product on retailers web site, share it via Facebook, reserve it online and collect it in store. 3) And what negative effects could it potentially have on a brand? As always, failure to embrace new technology will reduce any competitive advantage. If there isn’t a seamless interaction the brand value will be reduced. Other brands will be advancing too. New brands and retailers will be able to join the market and are likely to be using a more advanced platform from the outset. 4) Do you think that it is an invasion of privacy for brands to track consumers via their location? For brands that use data to sell their products intelligently there won’t be any privacy issues. Most consumers are aware of the concept of “opting out” from services they are uncomfortable with. With much more personal data being held, it becomes a security risk that data be stolen. 5) With the rise of new technology like 4G do you think more brands will adopt geofencing as a method? Yes, but geofencing is quite a techie phrase. Terms like “microlocation” or “location targeting” are more likely to enter the mainstream. In a bid to be unobtrusive, it’s likely that geofencing will be interpreted as a polite way of interacting with a customer based on proximity to an outlet. It would be seen as obtrusive to speculate on unrelated locations i.e. competitors locations or neutral locations where products could be sold i.e. health insurance at hospitals, sportswear in gyms. What is more difficult is interpreting context around proximity. If a customer has been researching a product online prior to arriving at an outlet, then the buying signals are stronger than just an ad hoc visit.

6) How do you think new technology like iBeacon could transform the future of retail? By giving context to everything. The complete customer journey through web site, email newsletter, ad campaigns (Google, Twitter, Facebook), apps and presence will be accurately monitored and measured to give the customer an friction free buying experience in store. From impulse and research to additional purchases and future signals all the data can be interpreted more intelligently and presented to the customer in a non-invasive manner. iBeacon technology is still not generally understood. While an iBeacon is typically a dumb widget, it is important to note that each iOS device can also act as an iBeacon. So an instore iPad showing products can recognise the customer using the device. It can then display content personal to the user. That means that people can act as iBeacons too. This opens up another whole set of possibilities. Those iBeacons could now be a museum volunteer, shop assistant or tour guide. This is likely to be a rapidly developing area because the technology is already in place to implement iBeacon solutions. It is not like most new technologies where the adoption rate is dependent upon purchases of new devices. If you would like any clarifications on anything, please let me know. Best of luck with your dissertation. (Full consent to reuse and quote is given.) Cheers Martin Tiny Shiny Apps http://www.tinyshinyapps.co.uk @tinyshinyapps

CHRIS PHOENIX FORMER CEO OF CONNECTION SERVICES (NOW BSG WIRELESS)

Interview

INDUSTRY PROFESSIONAL

Dear Rebecca, Please find my responses inserted into the text of your message below: Best Regards Chris

Hi Chris, I hope you are well. If you can remember I spoke to you before Christmas on the phone about sending you some questions to do with my dissertation topic as it seems to be your area of expertise. I am currently writing it on the growth of location based services and it’s impact on the future of retail. If there are any of the following questions that you could answer that would be a great help! With your consent, I would later quote your responses within my report, is that okay with you? Thats perfectly OK. 1) What are your views on the use of location based marketing and targeting consumers via their phone/location to send them direct promotional material? I think targeted marketing to consumers will inevitably trend to become more and more sophisticated as technology evolves to make more information available to application service providers about users that are connected to their services. The users personal devices can now enable targeting decisions to be made, not just on the user identity and previous history, but also on their current location and the time of day. 2) What benefits do you think could come from this type of marketing? Targeted marketing using location based techniques can offer potential benefits to both consumers themselves, and to the service providers attempting to influence their purchasing behaviour. In the case of the consumer, an example of a benefit would be the ease of finding something they want. For example, on entering a large department store and connecting to the WiFi service a consumer could use a branded app on their smartphone as an “in-store satnav” equivalent to be guided to the department they wish to find. Given that the consumer has downloaded and opened the stores branded app, the store can then push additional information to that consumer on, say, special offers available that day that the consumer would otherwise not be aware of. Another example of a benefit to service providers would be the ability to track consumers progress through a large store or shopping mall and see which departments or shops they visit and what paths they follow to reach them thus allowing for strategically placed promotional advertising, store layout optimisation, etc.

3) And what negative effects could it potentially have on a brand? The main danger I perceive with location based targeted marketing is that of being seen as unsolicited advertising. In my opinion is it always good practice, if an app or web service is going to use personal information or location to target “push” communication, that there is an “Opt In” dialogue where the user can confirm that they are happy to receive such push notifications. Even when this has bee done it is important for the app to apply some sort of editorial control to make sure that the notifications are not too intrusive given the very small amount or real estate available on most smartphone screens. (NB. Tablets are not nearly so restricted so it is probably important that the web service be what is known as “responsive”. Ie. it changes what it sends to an end user device based on knowing what type of device it is. 4) Do you think that it is an invasion of privacy for brands to track consumers via their location? Again this can easily be tackled by having an “Opt In” dialogue. It is also not invasion of privacy if location data tracks are collected but anonomised so that tracks cannot be related to specific individuals. (almost all mobile service providers carry out some form of tracking in this way. 5) With the rise of new technology like 4G do you think more brands will adopt geofencing as a method? Many organisations already use public WiFi service signals as a way of identifying and tracking the location of user devices. Location information from 4G will add to this capability and eventually make geofencing a ubiquitous technique. 6) How do you think new technology like iBeacon could transform the future of retail? iBeacon is one of a number of technologies that can aid location detection within a building. Other example are WIFi and internal 3G.4G signal boosters. I thin the industry will eventually have to adopt a blend of all of these technologies to provide accurate and reliable location feedback. I do not think there will be widespread deployment of iBeacon/BLE technology in environments which already have good WiFi coverage since it duplicates the cost of deploying the hardware in the building. Most Mobile Service Providers are now experimenting with a dual radio in-building service combining both 3G for voice and WiFi for data traffic. Adding Bluetooth as well would mean that all targeted user would have to have their Bluetooth radio in their smartphone turned on. Most users have understood by now that doing so causes battery life to me much reduced and s switch off the Bluetooth in their phones most of the time. Having d=said this there are now so many options for support location detection within building and out doors that it is bound to become a ubiquitous feature of mobile services and the apps that are hosted on them. 7) How did your company successfully use geofencing technology? My company developed a location based targeted advertising service for BT deployed in the city of Westminster using the high density of public WiFi transmitters deployed by BT in that area to detect and report on device locations. Many thanks, I look forward to hearing from you! Rebecca

Text Experiment

ETHICS FORMS

Survey Results

Loyalty/Showroomg Interview

TRANSCRIPT

Rebecca: Okay, so imagine you might want something new like a washing machine for instance, and might going into a store like Comet, to look at it, see how big it is and test how it works even though you’d never intend to buy from there. You’d go back home and search a price on the internet instead. Diane: On the internet yeah Rebecca: Would you say you do that most of the time now? Diane: Yeah Rebecca: Why is that? Diane: Well not most of the time Rebecca: What’s the reason for doing it? Diane: Price Rebecca: And products would you definitely view in store first Diane: Probably electrical things Rebecca: Would you buy those online or in-store? Diane: Probably online. Clothes and handbags and things, I would go an research it by looking at it as it’s okay if you’ve already seen one and then you order on the internet, because I think most people want to see the quality etc beforehand. Like we’ve just recently bought a Dyson hoover Rebecca: Yeah Diane: So, we researched it on the internet and then we went into Currys because we wanted to feel the weight of it, and see the quality of it and everything. But we did end up buying it in Currys Rebecca: What swayed your decision? Diane: It was already a good price, but I had an app on my phone with 02 priority moments which got me another £20 off. Rebecca: And was there anything else which swayed your decision like the customer service or did you just want the best value at the end of the day? Diane: I think just the best value for money Rebecca: Okay Diane: But there’s lots of discount vouchers and things as well, which you would sometimes get off the internet and then use in-store sometimes Rebecca: Yeah, so it’s like the opposite way round. So do you think that in comparison to a few years ago, when you’d pretty much be loyal to a particular brand that you’d always go with e.g. Panasonic for a new television no matter what, now you’d do your research and it’s always based on value for you? Diane: No not necessarily, I think a few years ago if we wanted something we would go to all the different stores to look at what was offer because you couldn’t do that online. Just think of the time that cost, petrol money etc. Rebecca: And what about being loyal to brands now? Diane: We’re loyal to some brands, if they’ve been really good then we would buy them again. So like, if we’ve had Panasonic tv’s and they’ve lasted well and they’ve been good, we would tend to go for one of those again Rebecca: And you would be willing to pay more for a brand you feel loyal to over what’s currently cheapest?

Diane: Yes, we would pay more if we thought it was good quality and it had good reviews. We would look at reviews on the internet, that’s something we would do. Definitely look at reviews, what people have said and if there’s a bad review it would put us off. Because like when we were looking at Dyson’s, somebody said ‘oh it’s a bit flimsy this one’ or it’s blah blah…that would put us off and then we’d look at another model. Rebecca: So say you had been looking at appliances online, like on Curry’s website or whatever, at your hoovers, and you went in to look at the quality in person, and then something came up on your phone saying ‘we’ve noticed you’ve been looking at this particular product online, have an extra 20% in store’, would that sway you to buy it within the store? Diane: Probably yeah Rebecca: And would you see that as intrusive that it had taken note of what you’d looked at online or would you not be bothered because it would get you money off? Diane: No no, I wouldn’t be bothered if I got money off Rebecca: So you wouldn’t see that as an invasion of privacy, you’d see it just as benefiting you? Diane: I think that at the end of the day, most people want good quality, if they know what they’re having then it comes down to price and ease of availability to get it. The other thing was when we got our Dyson, we could just get it instantly in Curry’s, we took it home with us straight after. The whole thing took us a few minutes Rebecca: Compared to waiting for delivery, and paying delivery costs? Diane: Yeah, and it was very comparable with the one’s we’d seen on the internet. A lot cheaper because we got the extra money off Rebecca: Okay, and what if say, brands had been taking note of the products you’d been looking at online, and say you were driving round, and a notification appeared on your phone saying that the product you were looking at was the cheapest here, would that make you then stop and look and go in a look in that store? Diane: Yeah, if it was close by Rebecca: Yeah like it was within range of where you were, like it knew you were passing with it’s GPS. And you’d see that as a benefit to you? Diane: Yes I would, because at the end of the day, people want the best price. Once they’ve decided I want a Panasonic tv or a Dyson hoover, the next step is price. So we would look at the best ratings etc, then once we’d chosen the make and what have you, then we would start to look at where we would get it for the best price Rebecca: If you were to go into Comet and ask what are the best brands for hoovers and they told you, and then you also looked on the internet, which are you more likely to trust? Diane: The internet, because Comet are sales people Rebecca: And online reviews come from real, honest people? Diane: Yeah the salespeople might have commission or a quota or a product to get rid off . Some like Comet have their own made specifically for them, like a specific model so they’ll try and sell you that Rebecca: Say like you said, you bought this Dyson hoover and took it away from the store within minutes, and you had that really good experience with them, does that make you think to go back there again? Diane: Maybe yeah Rebecca: That’s all, thank you very much

Layout Inspiration

ALL IMAGES SOURCED FROM PINTEREST

Critical Path WEEK 1 2 3 4 5 6

8 9 10

12 13 14 15 16 17 18 19 20

ACTIVITY Initial presentation Take on feedback Secondary research Secondary research Plan primary research Secondary Research Send out survey Analyse results Carry out text experiement Secondary research Plan Chapter headings Research writing style Research visuals Send out industry e-mails Secondary research Focus group Interim presentation prep Interim presentation Work on feedback Write new plan Secondary research Interview Analyse research Write introduction Write report Write report Write report Write report Proof read and correct Start design Design Bibliography/reference/appendix Go to print

Progress Tutorial School of Art & Design

fcp3

Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 1 Ref. no: FASH30001 Date: 23/10/13 Name : REBECCA PHOENIX

Independent Research Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: Research and progress achieved so far.

Learning issues to discuss in session: Basic project queries and important information in regards to word count etc.

Feedback from session: Include 4-5 types of different primary research e.g. ethnographic, focus groups, experiments, interviews etc. Find a clearer focus for report.

Tasks for next session: Think about chapter plans and headings and what Iâ&#x20AC;&#x2122;d like to include in each section of report. Also bring some writing along that I like the style of. Continue with research.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student) R.C.PHOENIX

School of Art & Design

fcp3

Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 1 Ref. no: FASH30001 Date: 05/11/13 Name : REBECCA PHOENIX

Independent Research Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: Writing that I like the style of and extra research achieved. Questions I may have.

Learning issues to discuss in session: The style in which I want to write my report in and whether it suits my topic. Primary research that is being undertook.

Feedback from session: Informal style would work for my project. Look at BJ Foggs and Brian Wong.

Tasks for next session: Really get stuck in which primary research and look at visual inspiration if need a break.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student) R.C.PHOENIX

School of Art & Design

fcp3

Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 1 Ref. no: FASH30001 Date: 12/11/13 Name : REBECCA PHOENIX

Independent Research Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: Primary research that Iâ&#x20AC;&#x2122;ve been working on.

Learning issues to discuss in session: Looked at the learning outcomes and how to achieve them. What to include in interim presenation, all research so far and where I plan to go with the rest.

Feedback from session: Include any visuals that Iâ&#x20AC;&#x2122;ve been looking at in presentation. Present my findings.

Tasks for next session: Prepare for interim presentation.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student) R.C.PHOENIX

School of Art & Design

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Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 1 Ref. no: FASH30001 Date: 27/11/13 Name : REBECCA PHOENIX

Independent Research Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: Feedback from interim presentation. Any questions from what was discussed in presentation. Device to record feedback on.

Learning issues to discuss in session: What are my current areas of strengths within my project and what areas can be improved.

Feedback from session: Have carried out some very good secondary research so far, need to do more primary research. Idea of basket abandonment and mobile targeting is very strong. Synthesise my thinking. Write a methodology.

Tasks for next session: Write report over Christmas, fully referenced.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student) R.C.PHOENIX