OgilvyOne and OgilvyAction conducted research among 1,500 shoppers in the US, UK, and Singapore revealing that Innovators are advanced users of mobile phones in the retail environment, foreshadowing mainstream consumer behavior*:
Rather than regarding these shoppers as potential threats, Ogilvy advises marketers to adopt a mobile CRM (mCRM) approach by shifting their perspective from "armed to charmed" and embrace openness and transparency to build trust and maximize long term customer value.Shoppers will become increasingly sophisticated in their use of mobile phones to inform buying decisions and facilitate purchases while in the retail environment, according to new research.
· Not surprisingly, 85% of Innovators searched Google from a phone while in a store to get information on a product. Already 24% of the Early Majority are doing this, with the number increasing to 40% of the Early Majority who own Smart Phones
· 67% of Innovators scanned a barcode or QR code with a mobile phone while 13% of the Early Majority are already doing this, increasing to 18% of the Early Majority who own Smart Phones
OgilvyAction, the brand activation arm of the Ogilvy Group, has created a tactical Royal wedding-themed outdoor campaign for 3M’s Post-it Super Sticky Notes.
Campaign creative shows a giant Post-it Super Sticky Note with the names of the Royal couple hand-written with a heart, accompanied by the words ‘May you stick together forever. Congratulations’ - a light hearted connection between the product and the Royal wedding. The product strap-line is ‘Holds Stronger and Longer’.
The campaign goes live on Sunday 24th April for 2 weeks and appears in high-visibility sites across London. Locations include a 48 sheet outside Fulham Broadway station and a 48 sheet on the New Kings Road. These sites have been chosen due to the traffic and footfall numbers expected in the locations.
