Best Practices from mShopper Performance Services

Mobile Marketing 101 for Black Friday, Cyber Monday and Beyond

mShopper Specializes in

Making e-Commerce Successful

Introducing mShopper

• A leader in providing platform-based, end-to-end mobile commerce solutions

– Ultra sophisticated and feature packed

– Very easy to deploy

– Superior ROIs

• Founded in 2006, based in Boulder, CO

• Powering 100’s of clients, with millions of mobile visits per month

• Growing at triple digit rates for the last two years

• We work with the largest brands to the smallest mom and pops.

– (to see a partial list of our clients please visit http://mshopper.com/clients/

Mobile Surpasses Non-Mobile in Visits in August

Retailers finding it difficult making smooth transition to mobile Difficult allocating technology and resources to mobile com

Source: eBay Enterprise 2014 Holiday Retail Audit. Survey of over 1,000 U.S. retailers between $5 million and $250 million

Smartphones Drive Revenue Smartphones dominate e-commerce because users numbers are

double that of tablet users

Almost 1 in 10 online apparel and accessory sales came from a smartphone (6.2%) or tablet (3.5%)

Smartphones and tablets combined for 5.5% of computer hardware, 5.6% of consumer electronicsand 4.4% of CPG sales

comScore data shows that in June, 1 in 3 visitors to digital retailer websites came from mobile platforms

Holiday Loss

2013 holiday sales totaled $601.8 billion with online purchases accounting for $95.7 billion, 16.6% were mobile (Source: National Retail Federation).

But, 47% of mobile shoppers abandoned purchases due to payment friction

57% did not attempt to complete their transaction later on a computer

That means US retailers lost $15.9B in mobile commerce on the tableduring the 2013 Black Friday shopping period (Source: Harris poll)

Why Mobile Matters More in 2014

Many e-commerce companies are already seeing 20 to 45 percent of total site traffic coming from mobile

Mobile sales are projected to reach $204 billion in 2014,hitting $626 billion in 2018

By 2018, web sales on smartphones and tablets alone will be nearly all web sales (Source: Goldman Sachs)

Deploying m-Commerce vs e-Commerce

The PSG Site Review

#1 Review Site to Minimize Shopper Typing/Entering Fields and Reduce Friction

#2 Audit Mobile Database Building Techniques

#3 Strategize and/or Send SMS Marketing Campaigns

#4 Check Merchandizing Programs

#5 Improve Conversions

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We START with mobile = Low page weight and page loads

We only power tablets and smartphones, not your E Commerce site

Maintain best of breed marketing and merchandising

Hybrid Responsive Design

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• Focused on the mobile KPIs to increase success– Add to cart rate– Cart completion rate

– Cart abandonment

• Mobile-specific features increase conversions– Abandoned cart reminders– Custom faceted search– Curated Sales– Upsell/Cross-sell– Sign-up and Save Program– Cross-channel promotions, custom

SMS keywords, Google analytics

It’s all about mobile conversion rates

Your mStore Plan: The First 30 Days

Activity Week 1 Week 2 Week 3 Week 4

Build A Mobile DatabasePlace SMS sign up form on your e-Commerce site. See also step # 5

Promote via emailIntroduce your mStore with a dedicated email blast & link to your sign up form to build a mobile database. Send regularly.

Merchandise your mStoreSchedule hot deals, today’s hot deal or use Intelligent Merchandiser

Increase conversionsMobile shoppers expect deals, promo codes, quick and easy checkout and then will come back!

SMS loyalty programSend SMS branded impressions and establish a direct response channel. Send both value messages and sale offers!

MAINTAIN PROMINENT PLACEMENT

Dedicated e-blastnewsletter newsletternewsletter

Alternative PaymentsConsumer DB Sync

Add more DF Fields

1

2

3

4

5>50 sign-ups

1

2

3

4

5

Sign Up & SavePromo Codes

Customize PgsAbandoned Cart

Redirect Codes (5)Gift Wrap/Messaging

SEND OUT SMS MESSAGES & DEALS WEEKLY

Your e-Commerce site

MRR Search Analytics

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Increase Conversions - The First 30 Days

Why

• The mobile purchase happens faster than does its online counterpart

• Every effort must be made to make shopping and checkout as easy as possible

How

• Promo Codes: Mobile shoppers expect savings. Begin promoting with a code for total cart

• Alternative Payments: Enter PayPal, Google, and Amazon gateways –Orders are marked via gateway and can send email order notification

• Add Images To Data Feed: Add up to 10 images. Shoppers prefer them

• Sign Up & Save: Build mobile # database offering instant savings

• Abandoned Cart: Send txt/email to shoppers to increase conversion

• Customize SMS & Confirmation Pg Copy: Use text/HTML to thank customers (promo code)

• Gift Messaging/Wrapping: Lets shoppers to send gifts/messages

• Add all important fields into data feed including multiple images, shopper reviews, specs, sales price (show % savings), videos, store locator, dynamic fields, etc

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Building Your Campaignss

When designing a campaign think, “What message should I communicate?” SMS gives you a limited set of 160 characters. Get creative but stay on brand

Give your audience relevant, timely information. Coupons, insider deals, special timed offers are all effective. But SMS is a communication medium built on trust. Be consistent and deliver what you promised Five Tips for Mobile SMS Marketing:

Frequency – Don’t send your customers more messages than you told them you would. Develop a monthly or quarterly schedule and follow it

Company Name – Include your company name in messages. It supports the brand and helps customers remember who is sending the message from that short code

Time of Day – Be appropriate. Don’t text late in the evening, early in the morning or, worse yet, in the middle of the night. Remember your time zones

Expiration Date – If you are including an time-based offer, like a coupon, don’t forget to include the expiration date

Lead with the Offer – Catch the eye of the consumer immediately. Remember the use case of smartphone users – be polite and to the point. They’re in a hurry right Don’t bury a good deal like, “50% Off Today Only!”

The SMS Difference A text message, or SMS, – Short Message Service - is a simple, easy-to-

use method of communication. Nearly every phone can text According to Portio Research:

More people now have an SMS-capable mobile phone than a toothbrush More people use SMS

than a flushing toilet

Twice as many people use SMS as have access to the Internet or have an e-mailaccount

Worldwide, almost 6 billion people use mobile voice and SMS. It’s more accessible thanradio, TV, Internet access, newspapers, social networks

SMS: Engage with Your Best Customers When You Want

Build SMS Loyalty Programs for The Holidays

1Design your sign up form of 5-7 categories

to show live on mStore SMS sign up pageGo to SMS Marketing > Design Sign up Form

Use a sign-up graphic to place

prominently on your websiteGo to SMS Marketing >Download Promotional Assets

Choose (A) embed code or

(B) promote http link

To drive sign ups from assetGo to SMS Marketing > Promote Sign up Form

2

3

Where? Dashboard > SMS Mktg Read mHelp here

A B

mStore

“Get First Dibs”link in footer

eCom Site

eCom Sites

Graphic Asset

Dashboard Page

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Database Recruitment - Web

(B) http link Or

your sign up form

will appear in a

separate browser

window (popup)

after shopper

clicks on the

graphic asset on

your e-Com site.

Promote Via Web – embed or http link

(A) Embed Script

used for page that

Engineers create.

Makes it look like

part of e-com site.

OR

Read mHelp hereWhere ? Dashboard > SMS Mktg > Promote Sign Up Form

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Promote mStores with Email

Why • These are your most loyal shoppers who want to hear the latest news

What• mShopper offers Marketing layouts & templates to help you promote

your mStore and SMS sign-up form

How

• Send an mStore-focused email: “We’ve gone mobile…etc.”

• Include mStore link and SMS sign-ups prominently in all communication

• Include a special Promo Code offer to encourage mStore purchase

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Promote Via Email –

Link PC/Mac

sign-up form

URL

Link mStore

sign-up form

URL

Database Recruitment•Branded program name•Clear presentation of

benefits• Two choices for sign-up

form: mobile or web• Incentive to sign up• Supportive copy to

address spam concerns•Mobile sign-up link placed

on every email sent

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Merchandising

• Mobile shoppers are deal seekers

• They expect to see deals quickly/easily

• They search for products as opposed to spending a lot of time browsing

How

• Schedule Hot Deals for 2 weeks of merchandising – make deals appear and disappear as needed. Select best deals or newest products

• Schedule deals that constantly offer engaging content

• Monitor pricing on e-Commerce site to minimize discrepancies

• Use the Countdown Ticker to drive sales on special deals

• Place “Today’s Hot Deal” prominently on homepage

• Set the Intelligent Merchandiser to “YES” to show real time mobile shopper activity. Manually placed hot deals will override

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Why

SMS Promotional Offers – Time-based Discounts

- Create “Hot Deals” of 40-75%

off product or cart discount

- Limited time bomb

to express urgency

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Merchandising Hot Deals – Schedule date and time

Where? Dashboard > Merchandising > Hot Deals

Read mHelp here

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- Feature new products on mStore homepages for all to

see.- It’s easy to change

frequently.- Keep up to 10 for

Hot Deals

Increase Conversions

Promo CodesOffering promo codes increases

conversions! Add codes for product, category or even total

cart value. Note: Be sure all promo codes

are first turned on in e-Commerce site cart to avoid

many cancellations

Where? Dashboard > Merchandising > Manager Promo Codes Read mHelp here

Create 3 Mobile-Exclusive Promo Codes To Begin:1.Sign Up & Save Feature2.SMS Marketing & Merchandising3. Abandoned Cart Tool

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Increase Conversion - Gifting

Gift WrappingIf you offer set rules that apply

Gift Messaging Allow shoppers to send personal

messages on gifted orders

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Increase Conversions

Read mHelp here

Where? Dashboard > Analytics > Search Analytics

(A) MRR Report

Where? Dashboard > Conversion Features > Site Tuning

(B) Site Tuning

Search Analytics(A) Review MRR report (mean reciprocal rank) to observe SEO.

Above 6 is good.(B) Site Tuning – Adjust search engine

algorithms to deliver the correct product to avoid un-necessary

browsing and poor MRR scores.

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Increase Conversions

Where? Dashboard > Analytics > Abandoned Cart Tool

Abandoned Cart Tool Contact shoppers via

email/SMS to convert those who have abandoned during

purchase. Add in promo codes to increase conversion

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Welcome to my mStore. Use promo code MOBILE11 for 15% off!

Welcome /

Offer Copy

Display from 5 to 50 Brands

Top Brands(from data

feed)

Display from 5 to 50 Categories

Popular

Categories(from

search

engine

activity)

Sign-Up

Form Link(can edit copy)

Deal of

the Day (with countdown)

Banner Image

(can be linked)

250 h (recommended) x 640 w (required)

Hot Deals Scrolling Carousel

(schedule up to 2 wks long)

You’re in Control of the mStoreConfigure your homepage and merchandising unlimitedly!

Header (On all pages)

40 h (required ) x 320 w (required) Post your “Free Shipping or promotional codes ” in here

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Thank You for Attending!

For any further questions, please contact

Ned Shannon, VP, Client Services –

ned@mshopper.com, or call 720.279.8028

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