Google Wallet: The Fanatics Experience

GOOGLE WALLET THE FANATICS EXPERIENCE

SPEAKERS

Steve Klebe BD for Google Payments Google sklebe@google.com

Stephen Derksen BD, Mobile Retail Pivotal Labs sderksen@pivotallabs.com

Brian Yu Director of Mobile Apps Fanatics, Inc. bsyu@fanatics.com

MODERATOR PANELISTS

David Katz SVP/GM Mobile Fanatics, Inc. dkatz@fanatics.com

KEY TAKEAWAYS

Google Wallet helps address this issue by boosting conversions

Your customers are using mobile throughout the shopping journey

You’re losing $$ because most mCommerce purchases aren’t completed

BUT…

AGENDA

What is Google Wallet?

Our Relationship with Fanatics and Google

Fanatics’ Experience

Trends Q and A

INTRO TO FANATICS

World’s largest retailer of officially licensed sports merchandise

+ more than 200 others

Operates online stores for: •  Fanatics and FansEdge brands •  All major N. American pro sports leagues •  Over 200 major media brands •  Pro and college teams

We helped develop the Android and iOS apps for this billion-dollar apparel powerhouse, including Google Wallet functionality on Android to give fans a quick

and easy way to purchase their favorite team’s merchandise.

OUR RELATIONSHIP WITH FANATICS AND GOOGLE

ROI, PERSONALIZATION, LOYALTY, ENGAGEMENT

REVENUE CONVERSIONS DOWNLOADS REPEAT VISITS TRAFFIC

2,920 Ratings 1,121 Ratings

WHERE ARE YOUR CUSTOMERS TODAY?

•  More time on mobile internet than on PCs

•  Using mobile throughout

the shopping journey •  Blurring online and offline

The Rapid Rise of mCommerce U.S retail mobile commerce sales (in billion dollars)

Source: eMarketer

OUR OBSERVATIONS A typical mobile checkout requires over 20 steps to submit an order

Shopping Cart Confirm order Fill out forms Order complete

HOW DOES THIS AFFECT YOU?

Most mCommerce purchases are not completed

Not much time to complete purchases

on the go

Inconvenient to type on a small screen

Payment credentials not

at hand

Consumers don’t want to remember another account’s credentials

SO WHAT CAN YOU DO ABOUT IT?

The old dream of the digital wallet is coming true in a very mobile-led fashion Business Insider

“

”

GOOGLE WALLET INSTANT BUY

AVAILABLE FOR:

HOW DO YOU USE IT?

FREE API (Android, Mobile/Desktop Web) •  Users’ Wallet details are sent directly to your

servers with no forms to fill out INTEGRATED WITH GOOGLE SIGN IN •  Provides much more than just

payment information WORKS WITH ANY GOOGLE ACCOUNT •  1B+ Google accounts today IT IS NOT: •  A payment processor •  Going to interfere with your customer

relationships

NO CHANGES TO YOUR PAYMENT PROCESSING

No need to change existing processing infrastructure and relationships Google does not charge any fees (you continue to pay your existing processor)

Google generates a one-time use debit card number for each purchase Enhances security leveraging Google’s Risk Based Authentication Normal functions (auth, re-auth, refunds, etc) work as with any other payment card Limitations (for now): US only and $2,000 transaction limit

ONE-TIME USE VIRTUAL CARD

OTHER BENEFITS Instant Buy offers superior benefits to other cloud wallets with easier integration

2-click checkout without filling in any fields. Customers stays in context on your site/app. Frictionless account creation and login. More logged in users across all platforms. Exceptional Google reach. 1B+ Google accounts and 500M+ Android devices. Automatic login. Lightweight integration and no fees. Use your existing processing infrastructure; most integrations done in ~3 weeks. Drive app downloads with automatic over-the-air installs.

CASE STUDIES

higher average order value for Google Wallet users

than credit card purchasers

conversion increase across all purchase channels

increase in purchase conversion on mobile

website

higher conversion rate for Google Wallet users who

signed in with Google

increase in purchase conversion for Google Wallet

users on Android app

of all transactions were made with Google Wallet

11% 20% 2x

71% 4x 25%

LEARN FROM YOUR PEERS: FANATICS’ EXPERIENCE

WHY WE IMPLEMENTED GOOGLE WALLET

•  Opportunity to increase sales and revenue

•  Fast checkout critical after big

game events

•  Improve user experience, especially Android customers

•  Be where the fans are

INTEGRATION PROCESS

•  Easy and fast •  Integration with a proxy card

was a key consideration •  No back-end integration with

our payment systems

INTEGRATION OUTCOME

•  7% of share of Android transactions

•  No evidence it cannibalizes other sales (they would have happened anyways)

•  Positions us as innovators

WHAT OUR FANS ARE SAYING

KEY TAKEAWAYS/Q&A

Eyes on the prize. Conversions. Conversions. Conversions.

Stop leaving $$ on the table by not catering to customers on mobile.

Simplify and customize the check-out process. Google Wallet streamlines the shopping experience.

Thank you! STEPHEN DERKSEN sderksen@pivotallabs.com STEVE KLEBE sklebe@google.com

DAVID KATZ dkatz@fanatics.com BRIAN YU bsyu@fanatics.com