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The Future of Retail: Shopping Mobilized
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The Future of Retail: Shopping Mobilized

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Webinar presented by Greg Janssen on 11/8/2012 on mobile retail trends.

Webinar presented by Greg Janssen on 11/8/2012 on mobile retail trends.

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  • very cool

    thanks a lot for pushing this topic, though it's still hard to persuade some clients to move into mobile eco-system.. (at least in Russia)

    expecting this shift coming in 1-2 years here
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  • 1. © 2012 Critical Mass, Inc. All Rights Reserved
  • 2. About Critical Mass 16 Years 700 + Employees 8 Offices 25 + Clients© 2012 Critical Mass, Inc. All Rights Reserved 2
  • 3. It’s no surprise Mobile is exploding© 2012 Critical Mass, Inc. All Rights Reserved 3
  • 4. Smartphone penetration is growingOverall - US Smartphone Penetration 55% in July 201270% of new phones are smartphones Smartphone & Feature Phone Penetration, US Mobile Subscribers Ages 18+© 2012 Critical Mass, Inc. All Rights Reserved 4
  • 5. Web traffic is going mobileWith tablets, mobile page views are 20% of total viewsMobile installed devices will overtake Desktop in 2013Desktop search declined in Sept. for the first time since 2006© 2012 Critical Mass, Inc. All Rights Reserved 5
  • 6. Search is going mobile (and immediate)Paid mobile and tablet search clicks are now 21%in the consumer goods categoryOn mobile, action is taken within the hour© 2012 Critical Mass, Inc. All Rights Reserved 6
  • 7. Transactions are going mobileBuying everything and anything on the phone isgoing mainstream. It started with virtual contentinside apps…§  Half of smartphone users use shopping apps§  Average of 41 apps on each phone - up 28% y/y© 2012 Critical Mass, Inc. All Rights Reserved 7
  • 8. Retailers are going mobileBuy.com - 5% of revenue from mobileebay - $10B in mobile sales§  180,000 cars per year§  3 purchases/sec. on mobile§  >70% of 350M items are “new”© 2012 Critical Mass, Inc. All Rights Reserved 8
  • 9. Mobile and web – overall growthWeb commerce 2011§  7% of retail salesWeb commerce 2012§  16% of retail salesMobile commerce continuesTo grow 10X faster than web© 2012 Critical Mass, Inc. All Rights Reserved 9
  • 10. Building Your Strategy 4 Mobile Pillars for Retail© 2012 Critical Mass, Inc. All Rights Reserved 10
  • 11. Web vs App© 2012 Critical Mass, Inc. All Rights Reserved 11
  • 12. Web vs App73% of mobile users prefer web over apps for shoppingApps work – providing native utility value§  Repeat use§  Scanning§  List making§  Easier Geotargeting© 2012 Critical Mass, Inc. All Rights Reserved 12
  • 13. Mobile shoppers love the webMobile web is not just for shopping§  Store finding§  Store hours§  Finding “deals”Cyber Monday shoppers - 2011§  11% visit a retailer site via mobile§  3x over 2010§  this year – 30%???© 2012 Critical Mass, Inc. All Rights Reserved 13
  • 14. Mobile web experience - searchConsumers are transferringdesktop behaviors to mobile -but with immediacyMobile search is evolving:§  Voice§  In-app§  Context§  Connected search© 2012 Critical Mass, Inc. All Rights Reserved 14
  • 15. Multiple apps for retailers and brands?More than 1 = Major hurdleSecondary apps need a clearpurpose and use caseConsumers think “web or app?”not “web or which app?”© 2012 Critical Mass, Inc. All Rights Reserved 15
  • 16. Digital Couponing© 2012 Critical Mass, Inc. All Rights Reserved 16
  • 17. The state of the mobile couponA digital coupon is…§  Passbook§  SMS§  Groupon§  a picture of a coupon§  a code off the web§  simply showing upAny way you slice it –Consumers love them!Discovery and retention are challenges© 2012 Critical Mass, Inc. All Rights Reserved 17
  • 18. Mobile coupons – optical vs NFCPassbook is now leading the wayOptical will win near termExample – Starbucks, Target, Walgreens, airlinesNFC is fragmented and evolving more slowly© 2012 Critical Mass, Inc. All Rights Reserved 18
  • 19. Mobile coupons – retailers vs brandsRetailers control the systems today: POS and appsTraditional brand/mfr. coupons aren’t ready for mobileRetailers are extending their advantagewith loyalty programs© 2012 Critical Mass, Inc. All Rights Reserved 19
  • 20. Showrooming© 2012 Critical Mass, Inc. All Rights Reserved 20
  • 21. Showrooming is realityShowrooming is…56% of all shoppers say theywill “showroom” this holiday27% say they will likelybuy online while in the store© 2012 Critical Mass, Inc. All Rights Reserved 21
  • 22. Guitar Center led the wayMusic stores heard the music…Savvy musicians forcedtotal price matching earlyfor e-commerceBottom line:Commodities compete on price!© 2012 Critical Mass, Inc. All Rights Reserved 22
  • 23. Best Buy has come aroundThe electronics giant revealedplans to match online prices(including Amazon)© 2012 Critical Mass, Inc. All Rights Reserved 23
  • 24. Mobile POS© 2012 Critical Mass, Inc. All Rights Reserved 24
  • 25. New apps and new POS modelsSquare and Uber appsare training mobile users§  Fast§  New interfaces§  Personalized§  Paper-freeStartups, Pay-Pal and evenPOS incumbents are buildingmobile capabilities© 2012 Critical Mass, Inc. All Rights Reserved 25
  • 26. Retail is moving to mobile POSSmartphones are replacing POSand more (inventory, kiosks, etc.)JCPenney promises to replaceall POS by end of 2013Expect to see “line busters” withmobile checkout this holiday© 2012 Critical Mass, Inc. All Rights Reserved 26
  • 27. Mobile self checkout in happeningUsing your own mobile deviceis the new self checkout lane§  Apple§  Wal-Mart§  Sears§  Tesco (EU)© 2012 Critical Mass, Inc. All Rights Reserved 27
  • 28. Other Key Considerations© 2012 Critical Mass, Inc. All Rights Reserved 28
  • 29. In-aisle promotionsEmbracing the mobile shopper in action§  QR will continue to have slow growth§  NFC is early, developing and expensive§  Gathering shopper info is key© 2012 Critical Mass, Inc. All Rights Reserved 29
  • 30. User reviewsReviews are the number twomobile actionReviews on the mobile sitewill draw trafficExpect to see more effort ingathering legitimate reviews© 2012 Critical Mass, Inc. All Rights Reserved 30
  • 31. Social and mobile shoppingSocial sharing is actually happening§  Coupons§  Purchases§  Wants§  AdviceHashtag is the new URL…Social is driving traffic to evensmall stores that embrace mobile© 2012 Critical Mass, Inc. All Rights Reserved 31
  • 32. What about mobile payments?It’s really early in the game!A solution in search of a problem?The Digital ID dilemma…A fight over fees© 2012 Critical Mass, Inc. All Rights Reserved 32
  • 33. Retail and Internet sales taxSales tax is the showrooming secret trigger – for consumers!3 bills currently in front of Congress to charge national online sales tax© 2012 Critical Mass, Inc. All Rights Reserved 33
  • 34. Amazon plans on Internet taxesAdded 18 Distribution Centers in 2012§  40 total in the USStopped fighting and agreed to pay taxes in several states alreadyThe bet is on same day delivery vs. same day pickup© 2012 Critical Mass, Inc. All Rights Reserved 34
  • 35. An old dog learns new tricksEvent the USPS is testing same day delivery(starting this month in San Francisco)© 2012 Critical Mass, Inc. All Rights Reserved 35
  • 36. What now? Steps you should take today© 2012 Critical Mass, Inc. All Rights Reserved 36
  • 37. Be TransparentIt’s impossible to fight smartphones and searchConsumers are looking at prices – Stores must also© 2012 Critical Mass, Inc. All Rights Reserved 37
  • 38. Price MatchPrice matching is evolvingas the dominant strategyMatch now to keep the saleBuild out unique offerings© 2012 Critical Mass, Inc. All Rights Reserved 38
  • 39. Leverage Mobile CommunicationCommunication is king:SMS, email, PUSHTalk to the customeroutside the store© 2012 Critical Mass, Inc. All Rights Reserved 39
  • 40. Experiment with Digital Coupons and PaymentsInvest in digital coupon experiments nowDeveloping real integration takes time© 2012 Critical Mass, Inc. All Rights Reserved 40
  • 41. The future is now© 2012 Critical Mass, Inc. All Rights Reserved 41
  • 42. SearchThe search starts here…© 2012 Critical Mass, Inc. All Rights Reserved 42
  • 43. ContextMobile meets the store…© 2012 Critical Mass, Inc. All Rights Reserved 43
  • 44. AppMobile enhances the store…© 2012 Critical Mass, Inc. All Rights Reserved 44
  • 45. CouponSealing the deal…© 2012 Critical Mass, Inc. All Rights Reserved 45
  • 46. PaymentsClosing the loop…© 2012 Critical Mass, Inc. All Rights Reserved 46
  • 47. In ConclusionBottom line – this is all possible today!§  Growth continues - differently§  Consumers have the power§  Integrate strategy across channels§  Keep a big picture view of mobile§  Build a mobile and tablet strategy© 2012 Critical Mass, Inc. All Rights Reserved 47
  • 48. © 2012 Critical Mass, Inc. All Rights Reserved ? Questions? 48