Mystery Shopping Insights, Tactical Selling, Practical ...eba4cabbb25aaebe2475-1af446bbc498aa108c6ee7b6388b9fa1.r49.… · MASTERING MOBILE MERCHANDISING Mystery Shopping Insights,

MASTERING MOBILE MERCHANDISINGMystery Shopping Insights, Tactical Selling, Practical Solutions

the e-tailing group - PAGE 2 -

20 years e-commerce consulting

Author, It’s Just Shopping

50+ years traditional retail and catalog experience

Fortune 500 client projects ranging from strategic planning, merchandising, marketing, to technology development and messaging

Projects spanning retail landscape with global coverage

Proprietary research studies on mystery shopping, merchandising, mobile and consumer behavior

The Voice of Cross-Channel MerchandisingStraight talk from “in-the-trenches” online merchandising experts

- PAGE 3 -the e-tailing group

The State of Mobile

eMarketer Stats 2014 2015 2016 2017 2018

Mobile sales (b) $57.79 $76.41 $98.12 $114.50 $132.69

% Growth 37.2% 32.2% 28.4% 16.7% 15.9%

% total web sales 19% 22% 25% 26%. 27%

Usage •In December 2013, 56.9% of time spent online occurred on mobile devices 1

•56% of U.S. Internet users use both desktops and mobile devices to access digital content online, including e-retail sites & apps 1

Device Shift•While most digital commerce spending still occurs on desktops, mobile is accounting for an increasingly meaningful percentage(10.5% in 2013) and is growing at significantly faster rates (23%) 1

•Smartphone sales were 7% of total online spending in 2013, while tablets contributed 3.5% 1

•In 2014, 124.8 million U.S. consumers will shop on a smartphone representing 63.5% of digital shoppers 2

•Tablets will outpace smartphone growth; in 2014 $38.02 billion in sales on tablets compared to $18.49 billion on smartphones (this already exceeds a 2-to-1 ration); By 2018, 72.6% of m-commerce will take place on tablets, totaling $96.31 billion2

Shopping•Digital sales still only account for 9% so store sales remain significant 3

•U.S. retail mobile commerce sales will soar from $42.13 billion in 2013 (16% of total web sales) to $132.69 billion in 2018 (27%of web sales) 2

1) comScore 2) eMarketer 3) Forrester (all 2014)


108 Merchants of all sizes (annual sales)28%<$1M to $20M23%$20M to $100M27%$100M to $1B22%$1B to $5B>

Selling through a mix of channels100%Internet86%Email82%Mobile55%Store47%Catalog27%Social12%TV

Q1, 40, 44


75%

61%

56%

50%

39%

Our mobile effort is critical to the growthof our business

We are in the early stages of our mobileinitiatives and just hoping to keep pace

We are working on achieving a superioromni-channel experience and mobile

plays a key role in that effort

Mobile represents the growth in ourbusiness and we are investing

accordingly

It's hard for us to know where to investrelative to mobile initiatives

Thinking about the challenges you face as a retailer relative to your mobile efforts, please state your level of

agreement with each of the following statementsTop-2: Strongly/Somewhat Agree

Q35

Mobile is the #1 issues for retailers yet they are in the early stages of working towards superior online

experiences

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=jysIf1rlI9H_YM&tbnid=j6ZDyKKqHa1yaM:&ved=0CAUQjRw&url=http://www.relevantchildrensministry.com/2012/09/do-you-know-your-1-job-as-childrens.html&ei=XRCFU_exAs60yATO9oDIBw&bvm=bv.67720277,d.aWw&psig=AFQjCNGGHjcTmEdYv3Zn0nqgM6hsii4Teg&ust=1401315803623896


75%58%

53%44%

31%29%29%

24%18%16%

4%

Customer experience

Technology

Responsive design

Mobile tracking/analytics

Retargeting

Mobile advertising

Omni-channel tracking

Back-end systems to support…

In-store initiatives

Push notification

Other (please specify)

Where will you be investing in 2014 relative to mobile? Check all that apply.

Q36

Having acknowledged mobile’s infancy, 3-out-of-4 retailers will be making investments in the customer

experience

Half place an emphasis on technology and responsive design


What’s Important: Store Locator, Detailed Product Information, Locators, Finding Product, Reviews

73%67%

65%60%

58%57%

54%54%

52%48%

45%41%

37%32%

28%

Store locator

Detailed product informationProduct /Inventory locator (check inventory)

Ability to refine and sort search resultsReal-time product reviews

Frequent buyer/loyalty programs

Daily dealsRich product imagery including alternative views

Location-based option (retailers send information…Keyword search with type ahead of auto suggest…

Mobile specific deals

Ability to text/ email store locator informationGifting (gift certificates and other gift services)

VideoSocial media (Facebook, Like a product)

Q. We would like to understand the importance of a range of features that may be part of your mcommerce experience using a scale of 1-5,

where "5" is very important, and "1" is not at all important. Top-2: Very/Somewhat Important

Source: e-tailing group 2014 Merchant Survey

http://www.erikclabaugh.com/2014/02/15/an-important-announcement-regarding-the-film-2700-weekly-schedule/


40%

34%

33%

28%

27%

25%

21%

20%

18%

18%

13%

Branding

Customer service

Overall user experience

Shopping cart

Search and Navigation

Product page (content, imagery, video)

Promotional Tactics

My Account (membership, profiling…

Merchandising Tactics

Category-related content

Personalization

How would you rank the following areas of your mcommerce experience on a scale from excellent to

inferior?Top-2: Excellent/Good

Q33

Retailers have work to do in all aspects of their mcommerce experiences

Source: e-tailing group 2014 Merchant Survey



Goals, Methodology, Merchants• Evaluate the sites in the context of real shopping experiences benchmarking the on-the-

go consumer experience from information gathering through purchasing and customer support.

• Evaluate the onsite user experience based on 174 metrics, looking at 6 top tasksconsumers are likely to perform always factoring in the overall usability of their experience

• Review of the mcommerce experience on each site relative to: – Key page prowess– Brand parity, likelihood to buy and errors experienced in the process – Effective merchandising execution– Feature-rich retail locators, lookup and pickup options for multi-channel retailers– Product and category information depth– Shopper-centric search options – Strong cross-channel shopper profile integration– Efficient checkout, related tools and likelihood to buy– Cross-device and cross-channel promotion


Retailers Must Adapt To Meet Connected Customers

Exemplary Mobile

Experiences

ROBUST

INFORMATION

(STORE, PRODUCT, DETAILS,

PHOTOGRAPHY)

CONSISTENT BRANDING

THE FAST FACTOR

(SEARCH & NAVIGATION)

ACCESSIBLE

SERVICE

INTEGRATED SHOPPING

ACROSS CHANNELS

STREAMLINED CHECKOUT


Consumer Thinking and Themes

Themes Consumer Thinking Brand Parity -Is the site experience consistent with my expectations for the brand?

Inspiration -Has the retailer merchandised the site in an engaging way to capture my attention?

The Fast Factor (Search & Navigation) -Can I find the product I’m looking for quickly and make choices based on my preferences?

Robust Product Information -Is all the information (imagery, copy) about any given product available to make a confident buying decision?

Accessible Customer Service -Are retailer policies put forth in an approachable manner? -Can I quickly contact a retailer with any outstanding questions?

Streamlined Checkout -Can I swiftly checkout where the retailer has conveniently stored my profile data and made it available across channels?

Integrated Shopping Across Channels -Has the retailer provided all the details about their stores from hours to directions should I wish to make a trip to the store? -Are the logistical tools in place to allow me to shop conveniently from one channel to the next? -Is the shopping experience localized for a more personalized experience?


THE RETAIL CUSTOMER EXPERIENCE: MYSTERY SHOPPING HIGHLIGHTS

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=T7ZOop8DKSS2MM&tbnid=faqUl27QjaoLRM:&ved=0CAUQjRw&url=http://www.computerweekly.com/news/2240112810/Smartphone-e-commerce-app-developers-get-pay-boost&ei=ATCFU52cLIaOyAT9hYLwAQ&bvm=bv.67720277,d.aWw&psig=AFQjCNGSITHLO5hA_6ek53NPJIzgWjI9DQ&ust=1401323897411513


EG M50

1-800 Flowers Dick’s Sporting Goods HSN QVC The North Face

Abt Electronics DSW J.Crew Ralph Lauren Tiffany & Co.

Amazon eBags JCPenney Saks Fifth Avenue Toys ‘R Us

American Eagle Outfitters Estee Lauder Lane Bryant Sears Ulta

Barnes & Noble FTD Lowe’s Sephora Urban Outfitters

Best Buy Foot Locker Macy’s Staples Victoria’s Secret

Chico's Gap New Egg Steve Madden Vitamin Shoppe

Coach Golfsmith Nordstrom Target Walgreens

Crate&Barrel Harry & David Office Depot The Home Depot Walmart

Crutchfield Hayneedle Petco The Men’s Wearhouse Williams-Sonoma


Winning Retailers

the e-tailing group 5th Annual Mobile

Customer Experience Index

Top-7 Performing Websites(Scoring rounded out of a possible 100)

EG M50 MOBILE

MERCHANTS71.60

QVC 84.17

eBags 83.33

Foot Locker 83.00

American Eagle Outfitters 82.75

The Men’s Wearhouse 81.75

Staples 80.25

Sephora 80.25


Strong brands start with parity

Parity 2014 2013

%

Penetration

%

Penetration

Design Parity (1-3 Where 3=Consistent

Design)

2.63 2.00

Brand Parity (1-3 Where

3=Consistently Branded)

2.61 2.38

Category Parity (1-3 Where

3=Consistent with ecommerce Site)

2.81 2.83


Mcommerce Makes Me Want To

2014 2013

Yes 68% 58%

Maybe 16% 32%

No 16% 10%

No Sale Scenarios Examples

Customer Service Information -No 800 #, insufficient customer service information

Search & Navigation -Confusing navigation or one that leads to "dead end" (where the links

don't work)

-Onsite search challenges failing to produce relevant results

Merchandising -Limited or no merchandising/promotions particularly relative to

ecommerce counterpart

Information -Pertinent product information/visuals missing where ecommerce site is

a better option

Product Pages -Product pages tend to be long, scrolling and/or ineffective, becoming

difficult to read and follow

-No guides to aid in decision-making for information-intensive categories

Lack of Channel Parity -Different level of product and category content

-Lack of consistency where mcommerce site lacks important

informational details

Design -The font seems hard to read on product pages

Checkout/My Account -No cross-channel profiling

-No My Account capability

-Too many steps in checkout process making it time-consuming to

complete the transaction

Errors -Slow site riddled with errors at varying stages of the shopping process

Redirects -Must access the full site for purchase

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=WaxoaOxlBWHZwM&tbnid=ANEl5M12fKGV4M:&ved=0CAUQjRw&url=http://www.dreamstime.com/royalty-free-stock-images-shopping-cart-buy-icon-button-image17141599&ei=pa3zU4fmIcydygT42IG4Bg&bvm=bv.73231344,d.aWw&psig=AFQjCNG6oRgA1ZzirGl5GVBPoLvIM_grmQ&ust=1408565010116730


MASTERING 6 MOBILE TASKS

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=H8pZOAT2X0McRM&tbnid=AKPUhVTn5V9knM:&ved=0CAUQjRw&url=http://portableapps.com/apps/office/task_coach_portable&ei=-K3zU-uaFdWcygSpgILQAw&bvm=bv.73231344,d.aWw&psig=AFQjCNH5kSIYvExkqxNXQjWqP9vMqMUrMA&ust=1408565107709598

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=H8pZOAT2X0McRM&tbnid=AKPUhVTn5V9knM:&ved=0CAUQjRw&url=http://portableapps.com/apps/office/task_coach_portable&ei=-K3zU-uaFdWcygSpgILQAw&bvm=bv.73231344,d.aWw&psig=AFQjCNH5kSIYvExkqxNXQjWqP9vMqMUrMA&ust=1408565107709598


PROVIDE A RETAIL LOCATOR THAT INCLUDES COMPREHENSIVE INFORMATION SO YOUR

CUSTOMERS ARRIVE AT THEIR DESTINATION READY TO PURCHASE


Strong retail locators are top-of-mind

-

CHECK FOR PRODUCT AT RETAIL STORE 2014 2013

Store Locator

Store Location 42 stores 42 stores

Retail Locator on M-Commerce Site 98%* 98%*

Stores Listed By State Only 0%* 10%*

By City/State 100%* 83%*

Zip Code 93%* 80%*

Geolocation 88%* 90%*

Directions to Location 90%* 93%*

Map 90%* 93%*

Store Hours 98%* 90%*

Store Phone Number 98%* 100%*

Clickable Link 98%* 83%*

Manual Dial 3%* 17%*

Store Features/ Services 71%* 49%*

Quality of Retail Locator (1-5 where 5= Best) 4.48* 4.04*

Mobile Store Locator Accessible From Google 88%* 81%*

Subset of EG M50


Connect to a Store: The Retail Locator

THE VITAMIN SHOPPE Accessible phone number at all

locator access points Flexible finder (city, state, zip) Map Store Photo Hours Extra: Email Sign up encouraged


EMBRACE INVENTORY LOOKUP AND THE ABILITY TO RESERVE AND PICK UP PRODUCTS TO EFFICIENTLY

CONNECT CUSTOMERS TO YOUR STORES


Connect to a Store: Cross Channel Tools

-Retailers embrace cross-channel tools and attempt to localize experiences when adopted in brick and mortar channels

-Unfortunately inventory lookup and store pickup capabilities are not always part of the overall corporate strategy

CHECK FOR PRODUCT AT RETAIL STORE 2014 2013

Check In-Store Product Availability 2014 2013

Store Product Locator 69%* 50%*

Geolocation 76%* 59%*

Store Pick-Up

Ecommerce Store Pick-Up 55%* 45%*

Mcommerce Store Pick-Up 87% * 81%*

Ecommerce Store Item Reserve 10%* N/A

Same Item Available For Pickup From Mcommerce & Ecommerce

Sites (PC Available Item Chosen)

87%* 90%*

Weekly Circular

Print/Weekly Circular On Ecommerce Site 30% 30%

Print Weekly Circular On Mcommerce Site 93%* 20%

Zip Code Entry 93%* 100%*

Geolocator 86%* 90%*

*subset of EG M50


Connect to a Store: Cross Channel Tools

Inventory noted by store

Reserve in store with 20-30 minute updates


EMPLOY A COMBINATION OF MERCHANDISING AND PROMOTIONAL TACTICS ON THE HOME PAGE AND

THROUGHOUT THE SITE AS ENTICEMENTS TO DRIVE VISITORS DEEPER INTO SHOPPING


PAGE POTENTIAL

POINTS

AVERAGE

SCORE

2014

Home page 5.00 4.33

Category page 2.00 1.61

Search results 3.00 2.12

Product page 5.00 4.10

Shopping cart 5.00 3.35

Key page efforts are strong


Merchandising powers the site experience

TOYS ‘R US Price match guarantee

Free shipping

Hot sellers

Recommended for you

personalization

What’s new

Trending toys

Community including social tools


Brand + merchandising + efficiency is a winning combination

STEVE MADDENExpandable navigation including:

Categories

Merchandising themes (i.e.

best sellers)

Shop by size access


Visual merchandising and linkage complement one another

HSN New arrivals

Brand logos

Promotions

Extended sizes highlighted

New Diane Gilman

Extensive linkage to features,

departments, brands and shop

by capabilities


The category page can be a workhorse

EBAGS LUGGAGE

Refinements

Your path

Product labeling

New product

Top of page scrolling


Dedicate real estate to promotions

THE HOME DEPOT Offer showcase with multiple

promotions

Savings center with

multiple promotions

Preferred store

highlighted


ENSURE KEYWORD SEARCH IS ACCESSABLE FROM ALL PAGES, AND SEARCH RESULTS ARE RELEVANT WHERE REFINEMENTS AND SORTS ALLOW USERS TO CONTROL THE EXPERIENCE AS

DESIRED


FIND-A-PRODUCT &

SEARCH

2014 2013

Keyword Search 100% 100%

Keyword Search Accessible From All Pages 94% 92%

Refine Results Interface

Exposed 5%* 21%*

Expandable 43%* 59%*

Drop-Down 25%* 23%*

Other (Pop-Up, Radio Buttons) 36%* 18%*

Refine Results Options 88% 78%

#/ Type Shown Consistent On Mcommerce & Ecommerce Site 62%* 69%*

Price 77%* 79%*

Brand 77%* 84%*

Category 77%* 79%*

Color 66%* 47%*

Size 56%* 47%*

Category-Centric (heel height, optical zoom, etc.) 50%* N/A

Rating of Refinement Options (1-3 3=Best) 1.94* 1.86*

Landing Page Sorts 86% 80%

#/ Type Shown Consistent On Mcommerce & Ecommerce Site 70% 74%*

Price Low-High/High-Low 98%/100%* 90%*

Ratings/Top Rated 78%* 69%*

What’s New 67%* 60%*

Top Sellers 65%* 60%*

Best Match/Relevancy 60%* 50%*

*subset of EG M50


Be category-centric

BEST BUY Advanced

search found

on 14% of sites


Sorts should combine industry and category standards where layout is a value add

Refinements/filters with color visualizedSide by side filter by and sorts seen from search results

Search results


Enhance product pages with comprehensive product information, relevant recommendations, product photos that can

be enlarged/viewed from other angles, change colors, and provide rich media along

with meaningful ratings and reviews


Product Page Details

Mcommerce vs. Ecommerce Consistency

(Based On 3 Items)

2014 2013

Price Same 99% 100%

Image Same 91% 95%

Content Same 43% 76%

Product Page Details 2014 2013

Product Page Enhancements

Recommended Products 84% 64%

Guides/How To Videos 38% 14%

Zoom 64% 60%

Alternative Views 86% 82%

Color Change 84%* 61%*

Product Information Depth (1-3 3=Comparable To Main Site) 2.86 2.83

Ratings/ Reviews 88% 84%

*subset of EG M50


Comprehensive product page

QVC Ratings Expandable links Social connectors Personalization recommendations Speed Buy


HSN Combination of expandable and accessible links Payment options Social sharing Scrolling related items Express Buy

Layout proficiency


Abt Strong product imagery Expandable link structure Free shipping reinforced “Customers also bought”

personalization Recently viewed

Product image & personalization


Explore the right level of supporting category content to embellish the experience, tapping

into video for optimal engagement


Video details

ULTA Strong product imagery Video Gift labeling and Gift with

Purchase Free shipping reinforced “We Also Suggest”

Personalization Recently viewed


CRUTCHFIELD Free shipping Product highlights Product video Lifetime support Stock status


The checkout process should be convenient and streamlined with a minimal number of steps including choice of payment options

and ‘buy with confidence’ builders along the journey


BUY A PRODUCT 2014 2013

My Account Area 78% 82%

Able To Edit Profile Info 82%* 68%*

Ability To Sign-In With Facebook 14% 10%

Ability To Sign-In With Other Social Networks 10% N/A

Ability To Create An Account/Register 98% 94%

Ability To Create List/Save Items On Ecommerce Site 84% 66%

Retrieve Shopping List/Saved Items On Mcommerce Site 79%* 58%*

Mcommerce Ability To Save Items/Save Entire Cart 42% 34%

Shared Cart 66% 70%

Subset of EG M50


OFFICE DEPOT Creative treatment of My Account by Staples

makes for at-a-glance viewing


Sign in via social networks

1-800 FLOWERS


Shared access is seen on this Crate & Barrel example suggesting sign in for access. In-store pickup and free shipping are smartly reinforced.


Shopping Cart 2014 2013

Pre-Populated Customer Information When Signing Into Mcommerce Site 98% 98%

One Click Settings 64% 40%

Persistent Cart 92% 100%

The Order 2014 2013

Rating Of Checkout Process (1-3 3=Flawless/Effortless) 2.68 2.64

# Clicks To Checkout 5.42 5.04

Recommended Products Beyond Product Page 24% 18%


FOOT LOCKER Collapsible cart VIP promotion Unlocked social media with links to new releases Accessible phone # Social links

Shopping Cart 2014 2013

Delineated/ Stepped Checkout 70% 74%

Collapsible Cart 20% 12%


SAKS FIFTH AVENUE

Clean layout

Shop with confidence links

PayPal

Clickable contact information

Social links


LANE BRYANT

Layout treatment

Promotions called out

Ship to home or store

PayPal

Footer links including social

The Order 2014 2013

Alternative Payment Options Available 70% 54%

PayPal 97%* 96%*

Other (Google Wallet, M.Visa) 23%* 14%*


Customer service should be readily available as a destination and smartly integrated

Customers should have all the information necessary to make a purchase (shipping,

return policy, etc.)


SEEK CUSTOMER SERVICE 2014 2013

Dedicated Customer Service Area/Help/FAQ’s 88% 84%

Sufficient Customer Service Information To Answer

Questions (Returns, Shipping Etc.) (1-3 3=Sufficient)

2.38 2.46

Phone Contact

800#, Toll-Free # or “Call” Button 96% 96%

Phone Number Visible/Clickable On Home Page 54%* 65%*

Accessibility Of 800# (1-3 3= Most Accessible) 2.43* 2.43*

Email Contact

Contact Via Email 82% 82%

Contact Us Form 66%* 73% (41 sites)

Contact Via Email Address 39%* 29% (41 sites)


DICK’S SPORTING GOODS Comprehensive set of links

for everything from orders to payment

Popular topics are called out for easy reference

Free shipping in universal navigation

A 1-stop customer service center is optimal for visitors


PETCO Efficient layout and integration

of customer service content Pals rewards promotion Free shipping reinforced

Clear access to contact information is customer-centric


Embrace mobile dynamics

• Know your brand and your customer base

• Discern what is necessary to sell and what is superfluous

• Marry branding and merchandising to inspire the shopper

• Ensure all execution keeps in mind the need for efficiency

• Deliver a rich experience that is accessible across channels

• Keep customer service top-of-mind to retain customers


Lauren FreedmanPresident

the e-tailing group

e. LF@ e-tailing.comp. 773-975-7280

Thank You!

Documents

Mystery Shopping Insights, Tactical Selling, Practical ...eba4cabbb25aaebe2475-1af446bbc498aa108c6ee7b6388b9fa1.r49.… · MASTERING MOBILE MERCHANDISING Mystery Shopping Insights,