Filippo Agnello - Digital Customer Experience Forum

Filippo Agnello
Presidente e A.D. Mattel Italy, Greece and Turkey
Milano 8 Ottobre 2014
1
Il ruolo del digitale in Mattel
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2
Il ruolo del digitale in Mattel
Alcuni dati, parlano da soli…
50%
83%
67%
30 .000.000
Della
popolazione
italiana
Degli utilizzatori
della rete usa il web
per informarsi su
prodotti o servizi
Delle mamme
italiane
Ricerche della
parola“giocattolo”
in un mese
è ON LINE
IS ON LINE
Il ruolo del digitale in Mattel
Il processo decisionale
è cambiato!
Primo Momento
della verità
Stimolo
Che alimenta lo ZMOT del
successivo shopper
PRESS
RADIO
ADV
PR
EVENTS
SOCIAL
APP
DIGITAL
TV
VIDEO
SEARCH
OUT
SHELF
SHELF
POP
DISPLAY
ACTIVITY
IN STORE
Secondo Momento
della verità
L’approccio di Mattel Italy
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L’approccio di Mattel
Italy
Come avvicinare e interagire
con i resp. acquisto e con i
consumatori?
Etail
Digital Marketing
Consumer
Increase
Consumer Desire
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Shopper
Retail
Increase Shopper
Increase Sales and Market
Understanding and Loyalty
Share
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Digital Marketing
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Digital Marketing: Paid-Owned-Earned-Media
www.fisher-price.com
1. Search
(Paid/Earned)
1. Starting point of
ZMOT/The point of
intercept
2. Immediately
connect customers
with the right content
Aimed at Shopper
AA driver
driver that
that feeds
feeds
owned
and
can
owned and can
stimulate
stimulate earned
earned media
media
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2. Branded Site
(Owned)
1. The source of
correct information
2. Controlled
environment
3. Driver of ZMOT
Aimed at Shopper
and Consumer
3. Social Web
(Earned)
1. Global reach and
local nuance
2. Considered a
credible voice
3. Driver of ZMOT
Aimed at ‘FP
‘FP
audience
’/ Shopper
audience’/
4. Video
(Paid/Earned)
1. Amplify content
and contributes to
ZMOT
2. Supported by
paid media
Aimed at Shopper
and Consumer
Build
Build longer
longer term
term
relationships
relationships with
with
existing
and
potential
existing and potential
customers
customers
Two
Two way
way information
information
flow
flow –– Driven
Driven by
by owned
owned
and
and paid
paid media
media
Well
Well executed
executed video
video will
will
drive
drive traffic
traffic to
to
earned/owned
earned/owned media
media
and
and drive
drive ZMOT
ZMOT
8
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Digital Marketing: La scatola dei giocattoli
Piattaforma digitale riferimento
per la categoria
Comunica a Consumatori e Resp.
acquisto riunendo la forza dei
brands
What’s next?
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What’s Next: Connecting Digital and Phisical
An innovative way to bring to life the magic of
Mattel products into customer’s mind through
smartphones:
-Enriched shopping experience
-Proximity marketing by also using push
notifications
La scatola dei giocattoli will soon
provide information about how to
receive customized mobile
services available in the stores
and how to benefit from them.
Installing the app on the
smartphone is the only thing
needed.
What’s Next: Connecting Digital and Phisical
A possible use:
A notification reaches the shopper near the store
encourageing him to go into the shop:
- An hot product is there!
- A customized promotion is available now for
and for the next 30’!
A tap on the notification will then make the screen
show the video of the product and a digital coupon
will be there ready to be redeemed...
What’s Next: Connecting Digital and Phisical
Mattel will use Apple's iBeacon limited range
transmitters (up to 30 meters) will drive the next
phase of innovation in retail.
Tests in a limited number of Hypermarkets and
Toy Specialists is starting
Engagement, interaction and loyalty are more
than ever the keywords of Retail Revolution.
Grazie!
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