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GOOGLE WALLET THE FANATICS EXPERIENCE
SPEAKERS
Steve Klebe BD for Google Payments Google [email protected]
Stephen Derksen BD, Mobile Retail Pivotal Labs [email protected]
Brian Yu Director of Mobile Apps Fanatics, Inc. [email protected]
MODERATOR PANELISTS
David Katz SVP/GM Mobile Fanatics, Inc. [email protected]
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 [email protected] STEVE KLEBE [email protected]
DAVID KATZ [email protected] BRIAN YU [email protected]
