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Research from IMRG and Capgemini shows that 23% of all online sales in Q2 2013 came from mobile devices and of this proportion, tablet devices accounted for 85% of mobile sales with smartphones making up the remaining 15%. In this half hour webinar on Tuesday 19th November at 10am, Mubaloo will be looking at the key areas of the retail opportunity in mobile, from shaping your in-store experiences and using analytics to respond to changing consumer behaviour, to making more sales through your mobile apps. Talking through a number of case studies and market leading examples, we’ll look at the current capabilities and future opportunities, providing you with a wealth of ideas to move your mobile strategy to the next level.
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THE MOBILE RETAIL OPPORTUNITY19th November 2013
Tuesday, 19 November 2013
THE MOBILE RETAIL OPPORTUNITY19th November 2013
Tuesday, 19 November 2013
WHO WE ARE
Tuesday, 19 November 2013
Finance Insurance Public Enterprise Retail Gaming
Finance Logistics Telco IT Facilities Management Other
OUR CLIENTS
Tuesday, 19 November 2013
WHAT WE DO
Strategic Consultancy!
MOBILE STRATEGY! USER EXPERIENCE!
IT INFRASTRUCTURE! APP & WEB DELIVERY!
Operational Delivery!
Mob
ile E
cosy
stem
!
Tact
ical
Sol
utio
ns!
Tuesday, 19 November 2013
THE MARKETPLACE
Tuesday, 19 November 2013
MOBILE IS BOOMING & EXPECTATIONS ARE HIGH
Tuesday, 19 November 2013
THE AUDIENCE
Source: Adobe 2013
Tuesday, 19 November 2013
THE NUMBERS ARE GROWING
Source: Adobe 2013
Tuesday, 19 November 2013
MEET YOUR USER’S EXPECTATIONS
Source: Adobe 2013
Tablet shoppers are more likely to purchase products
(55%)
Smartphone shoppers more likely to use for
product comparison
(47%)
Tuesday, 19 November 2013
THE EVOLVING RETAIL JOURNEY
Tuesday, 19 November 2013
EMBRACING THE CHANNEL
Tuesday, 19 November 2013
EMBRACING THE CHANNEL
Vouchering
Location based
PUSH
Loyalty programmes
Store finder Browse & compare
Tap & collect
Explore Purchase
Wish lists
Joined up app & web experience
Quick purchase
Mobile features & functions
Personalisation
Time based
Barcode/QR Scan In-store WiFi
Ease of purchase
Adding value
Mobile payments Staff enablement
Gifting
Tuesday, 19 November 2013
EMBRACING THE CHANNEL
Vouchering
Location based
PUSH
Loyalty programmes
Store finder Browse & compare
Tap & collect
Explore Purchase
Wish lists
Joined up app & web experience
Quick purchase
Mobile features & functions
Personalisation
Time based
Barcode/QR Scan In-store WiFi
Ease of purchase
Adding value
Mobile payments Staff enablement
Gifting
Tuesday, 19 November 2013
John LewisRetail App
EMBRACING MOBILE AS A NEW CHANNEL
• Facilitating a mobile shopping experience - at home and in store
• Just under 50% of visits last Christmas from mobile devices
• Encouraging in-store mobile use - in store WiFi & barcode scans for full product details/reviews
• Mobile sales of big ticket items increasing including £7,000 TV
• Could do better - purchasing experience
Tuesday, 19 November 2013
DEVELOP THE IN STORE & MOBILE RELATIONSHIP
• 33%* of smartphone owners compared competitor prices in store
• Be transparent, encourage users to engage with the web in store by offering additional sales content or reviews
• Facilitate mobile and offer a joined up experience between desktop & mobile
• Give users a smooth app experience to purchase or reserve products
Source: Vibes Mobile Consumer 2012
Tuesday, 19 November 2013
EMBRACING THE CHANNEL
Vouchering
Location based
PUSH
Loyalty programmes
Store finder Browse & compare
Tap & collect
Explore Purchase
Wish lists
Joined up app & web experience
Quick purchase
Mobile features & functions
Personalisation
Time based
Barcode/QR Scan In-store WiFi
Ease of purchase
Adding value
Mobile payments Staff enablement
Gifting
Tuesday, 19 November 2013
EMBRACING THE CHANNEL
Vouchering
Location based
PUSH
Loyalty programmes
Store finder Browse & compare
Tap & collect
Explore Purchase
Wish lists
Joined up app & web experience
Quick purchase
Mobile features & functions
Personalisation
Time based
Barcode/QR Scan In-store WiFi
Ease of purchase
Adding value
Mobile payments Staff enablement
Gifting
Tuesday, 19 November 2013
Lowe’sEmployee and customer apps
BUILDING BETTER CUSTOMER SERVICE
• Employee apps allowing staff on the shop floor to check stock and key product info
• Manager app allowing handling of administrative tasks
• Staff iPhones encased in custom solution including bar code scanner, credit card reader and battery
• Customer app with how-to videos, product prices and reviews, store locator & gifting
Tuesday, 19 November 2013
MOBILITY IS ABOUT MORE THAN B2C APPS
• 42%* of companies are considering apps for staff compared to 43% looking at apps for consumers
• Think about how staff enablement can encourage sales
• Improve the in-store experience through fluid interaction
Source: Antenna Software 2012
Tuesday, 19 November 2013
EMBRACING THE CHANNEL
Vouchering
Location based
PUSH
Loyalty programmes
Store finder Browse & compare
Tap & collect
Explore Purchase
Wish lists
Joined up app & web experience
Quick purchase
Mobile features & functions
Personalisation
Time based
Barcode/QR Scan In-store WiFi
Ease of purchase
Adding value
Mobile payments Staff enablement
Gifting
Tuesday, 19 November 2013
EMBRACING THE CHANNEL
Vouchering
Location based
PUSH
Loyalty programmes
Store finder Browse & compare
Tap & collect
Explore Purchase
Wish lists
Joined up app & web experience
Quick purchase
Mobile features & functions
Personalisation
Time based
Barcode/QR Scan In-store WiFi
Ease of purchase
Adding value
Mobile payments Staff enablement
Gifting
Tuesday, 19 November 2013
Victoria’s SecretShopping app
USING PUSH TO TARGET USERS
• Bespoke messaging to incentivise shopping online and in store
• Using user behaviour to drive messaging
• Review PUSH analytics to work out what is most effective
• Could also combine behaviour with location to drive tailored messaging
Tuesday, 19 November 2013
USE MOBILE AS YOUR NEW MESSAGING CHANNEL
• Personalise offers based on what you know about the user
• Use location to maximise results
• Review analytics and tailor your messaging
• Consider PUSH for delivering exclusive & personalised content (use of PUSH demonstrates 80% increased retention rate, 50% increased visits*)
Source: Urban Airship 2013
Tuesday, 19 November 2013
EMBRACING THE CHANNEL
Vouchering
Location based
PUSH
Loyalty programmes
Store finder Browse & compare
Tap & collect
Explore Purchase
Wish lists
Joined up app & web experience
Quick purchase
Mobile features & functions
Personalisation
Time based
Barcode/QR Scan In-store WiFi
Ease of purchase
Adding value
Mobile payments Staff enablement
Gifting
Tuesday, 19 November 2013
EMBRACING THE CHANNEL
Vouchering
Location based
PUSH
Loyalty programmes
Store finder Browse & compare
Tap & collect
Explore Purchase
Wish lists
Joined up app & web experience
Quick purchase
Mobile features & functions
Personalisation
Time based
Barcode/QR Scan In-store WiFi
Ease of purchase
Adding value
Mobile payments Staff enablement
Gifting
Tuesday, 19 November 2013
StarbucksLoyalty app
LEADING MOBILE PAYMENTS & LOYALTY
• Tying together mobile payments & loyalty
• Facilitating a smooth customer experience in store
• 3 million mobile payments every week
• 10 million active users
Tuesday, 19 November 2013
ENCOURAGE A CLOSER RELATIONSHIP
• Make your app key to your engagement with customers - mobile payments are a growing space
• Users have an expectation of immediacy with mobile apps - consider payment options such as PingIt, Paddle and Paypal (there are more!)
• Remember your app is a part of your customer’s experience of your brand, not just a campaign tool
Tuesday, 19 November 2013
EMBRACING THE CHANNEL
Vouchering
Location based
PUSH
Loyalty programmes
Store finder Browse & compare
Tap & collect
Explore Purchase
Wish lists
Joined up app & web experience
Quick purchase
Mobile features & functions
Personalisation
Time based
Barcode/QR Scan In-store WiFi
Ease of purchase
Adding value
Mobile payments Staff enablement
Gifting
Tuesday, 19 November 2013
EMBRACING THE CHANNEL
Vouchering
Location based
PUSH
Loyalty programmes
Store finder Browse & compare
Tap & collect
Explore Purchase
Wish lists
Joined up app & web experience
Quick purchase
Mobile features & functions
Personalisation
Time based
Barcode/QR Scan In-store WiFi
Ease of purchase
Adding value
Mobile payments Staff enablement
Gifting
Tuesday, 19 November 2013
Meat PackGuerilla geofencing app
USING LOCATION FOR YOUR BENEFIT
• Set up geofences around competitor stores
• Any user with app entering store gets a notification
• App starts with 100% discount and counts down 1% per second
• Within 1 week - 600 shoppers stolen from competitors
Tuesday, 19 November 2013
TAKE ADVANTAGE OF TIME & LOCATION
• Time and location are the key things we have on mobile users we don’t have on desktop
• Location is becoming more accurate with new technologies
• Think about how buying habits change based on time and day
• Capture users when they’re in hotspot locations
• Don’t be afraid to engage users with something brand new and risqué!
Tuesday, 19 November 2013
THE FUTURE
Tuesday, 19 November 2013
NEW HARDWARE COULD CHANGE THE RETAIL EXPERIENCE
Tuesday, 19 November 2013
MOBILE PAYMENTS WILL BECOME AN EXPECTATION
Tuesday, 19 November 2013
LOCATION WILL BE EVEN MORE TARGETED
50m range
Tuesday, 19 November 2013
WHERE TO START
Tuesday, 19 November 2013
TOP TIPS
1. Remember mobile should play a part in all of your channels, it’s not a flash in the pan!
2. Be wary of creating a disjointed experience, maintain a company app strategy
3. Keep your ideas simple
4. Think about one subtle behaviour change you want to address & consider rapid prototyping
5. Remember performance is key - bad ratings will follow you forever!
6. Learns from user behaviour and respond
Tuesday, 19 November 2013
CONTACT US
Emma-Claire PengellyMobile Strategy [email protected]@emmaradio
LONDON
85 Strand LondonWC2R 0DW+44 (0) 20 7125 0384
BRISTOL
Embassy HouseQueen’s AvenueBristolBS8 1SB+44 (0) 117 973 3983
@Mubaloo
/Mubaloo-Limited
/MubalooLtd
/Mubaloo
Tuesday, 19 November 2013