The Mobile Shopper

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Consumers no longer just shop at the retail store. With an abundance of product information and ability to gain opinions of other consumers, consumers use the Internet as a critical part of their shopping process. This trend has accelerated after the recession where consumers take more time to scrutinize their purchases. Consumers that use more than one retail channel are coined the multi-channel shopper. They are more profitable and loyal.

Text of The Mobile Shopper

  • The Canadian Mobile ShopperSponsored by: Presented by:Steve Bielawski Rosalina Lin-AlleneCommerce Practice Director Director, Client StrategyTenzing Delviniawww.tenzing.com www.delvinia.com
  • Business Digital Strategy & Customer Experience Design Firm. End Consumers Delvinia370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  • Why all this Hype? Personalized device that goes everywhere with its owner Mobile is inherently social Puts location into context Opportunity for an enhanced experience through its camera function370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  • Blogs, My Ratings & Social Reviews Sphere Search Product Brick & Mortar Word of Mouth Social Site Product Sites My Social Sphere Brick & Mortar Product Product Blogs, Social Sites Product Ratings & Site Sites Reviews RESEARCH CONVERT ADVOCATE370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  • 2013 Will Be the Tipping Point 40% use their smartphone to By 2013, more people will shop browse the web via mobile devices . Gartner 32% Canadian population that owns a By 2013, there will be more mobile phones shipped smartphone globally than desktop and laptops. Mobile Internet Retailer Summit The shift from e-commerce to Source: AskingCanadiansTM, Dec 2010, Canadian Consumers m-commerce will reach something of a tipping point by 2015. Gartner 370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  • Mobile Adoption Informational Utility Transactional Start integrate web more Main Stream More for the technology savviesACTIVITIESCONSUMER into their daily lives Transient part of life CORE Research information Use more for info & utility Comfortable and expect to be Interactive content Still reluctant to transact able to transact` online CONSUMER CONCERNS Security & privacy concerns Can live with the security and Declining security & privacy privacy risks relative to the act as barriers concern value 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  • Mobile Usage camera function Informational Which of the following (product research) activities have youcompleted online, usingyour smartphone, in the process of shopping? utility transactional social network (Source: AskingCanadiansTM, Dec 2010, Based: Canadian Smartphone Owners, n=237) 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  • Mobile Camera Use Just Started QR CodeData Matrix Code Source: AskingCanadiansTM,, Jan 2011 Bar Code 4 out of 5 smartphone 16X growth under 2 years owners have seen a 2D code 86% identify it correctly 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  • Image Recognition Is Nexting http://www.youtube.com/watch?v=FpczQ7tJ-L8 http://www.ad-dispatch.com370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  • Do consumers shop on tablets the same way they shop on smartphones?370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  • Different Behaviour on Tablets 8% owns a tablet(Source: Pew Research, May 2011, U.S. Consumers) iPad owns 68% of tablet market share worldwideThe device between the The Best browsing PC/laptop & the smartphone experience you ever had. You can see the whole web page and you can manipulate it with your fingers. - Steve Jobs370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  • Two More Devices Between Store and Web370 King Street West, 5th Floor, Box 4 Source: AskingCanadians Dec 2010, n=500Toronto, OntarioM5V 1J9
  • Experience Designed Specifically for the Tablet is EmergingScreen space & resolution, location, social and tactile nature of tablets are taken into consideration. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  • Retail tablet catalogs combining the traditional catalog and e-commerce sites are also emerging.IKEA iPad Catalog Goo