Mobilizing The Store: Game-Changing Trends for 2012

#mCommShop December 15, 2011 Mobilizing The StoreGame-Changing Trends For 2012 #mCommShop

Welcome to the WebinarYour GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here #mCommShop

Follow this Webinar on Twitter #mCommShop hashtag. #mCommShop

About Retail TouchPoints  Launched in 2007  Over 20,000 subscribers  To provide executives with relevant, insightful content across a variety of digital mediumFree subscription to our weekly newsletter:www.retailtouchpoints.com/signup #mCommShop

PanelistsScott Todaro Andrew GaffneyVP, Marketing PublisherAisleBuyer Retail TouchPoints #mCommShop

POLL Do you have a mobile appthat connects consumers to your e-Commerce site? #mCommShop

Do you have a mobile app that connects consumersto your e-Commerce site? Yes No 19% 81% #mCommShop

Do you have a mobile app that connects consumersto your e-Commerce site? Revenue of $100 Million plus Revenue of $500 Million plus #mCommShop

If "yes," what type of e-Commerce functionality doyou offer in your app? (Check all that apply) Store locator 87% Browse catalog 74% Promo>ons and coupons 68% Check prices 68% Buy online/ship to store or home 55% Search 55% Set up an account 52% Product ra>ngs and reviews 48% Deal of the day 45% Other 26% #mCommShop

POLLDo you have an app that is intended for in-store use? #mCommShop

Do you have an app that is intended for in-store use? Yes No 14% 86% #mCommShop

Do you have an app that is intended for in-store use? Revenue of $100 Million plus Revenue of $500 Million plus #mCommShop

What functionality does your mobile app currentlyoffer for use in your retail store? (Check all that apply) #mCommShop

Do you plan to introduce a mobile app for use in yourretail store? (Check all that apply) Yes, within 12-‐24 months 30% Yes, within 6-‐12 months 23% Yes, within 3-‐6 months 20% Have no plans to introduce a mobile app 16% Have built a mobile-‐enabled web site instead of an 6% app Yes, within the next 3 months 6% #mCommShop

What mobile functionality are you looking to offercustomers for use in your retail stores? (Check all that apply) Promo>ons 54% Barcode scanning 51% QR code scanning 47% Store locator 43% Deal of the day 39% Digital receipts 39% Browse catalog 34% GPS for store loca>ons 30% Price look-‐up 30% Search 29% Digital circular or catalog 27% Self-‐checkout 24% Ra>ngs and review 24% Buy in-‐store ship to home 19% Near Field Communica>on (NFC) 17% #mCommShop

Which of these technologies is most important to theway you interact with customers? 11% mPOS with an iPod Touch 14% 40% mPOS with a tablet Mobile self-‐checkout with a smartphone Mobile store associate with a tablet 35% * mPOS: Mobile Point of Sale #mCommShop

Which of the following mobile customer transaction touch points haveyou implemented, or considered implementing, in your stores? Planning to On radar Already pilot in the for the next No plans to Piloting deployed next 12 12-24 implement months months Mobile store associate with 5.6% 18.1% 23.6% 26.4% 26.4% a tablet mPOS with a table 0.0% 9.7% 25.0% 27.8% 37.5% mPOS with an iPod Touch 2.8% 9.7% 18.1% 27.8% 41.7% Mobile self- checkout with 2.8% 5.6% 20.8% 37.5% 33.3% a smartphone #mCommShop

Agenda" Quick Introduction Industry Examples Building Your StrategyConﬁdential - Do Not Distribute"

AisleBuyer: Mobilizing the Store" Combines the best of e-Commerce, mCommerce & in-store into one solution AB Mobile Solution Offers:! • e-Commerce, kiosk, & POS functionality delivered through mobile devices" • A mobile commerce platform that uniﬁes apps and data for true multi-channel retailing" • The ultimate line busting technology with customer self – checkout and store associate checkout anywhere in the store"Conﬁdential - Do Not Distribute"

Brick & Mortar Mobile Examples!Conﬁdential - Do Not Distribute"

Consumer Value Proposition" Mobile supports consumers throughout the shopping journey •  Branding •  Consumer reviews •  Registrations •  Coupons/promotions •  Sweepstakes •  Nearest dealer/retailer •  Tools (e.g., product selection) •  Location-based •  Video (demonstrations) marketing “Discovery” “Influence” •  Price comparisons •  Product comparisons •  Product information What to buy Where to buy •  Ratings •  Store inventory “Repeat Purchase” •  Lists /registries Revenue “Sale” Repeat Post-purchase Purchase Interaction •  Accessories •  Lead generation •  Maintenance •  Rebate reminders •  Sales •  New products •  Community •  Receipts (Paper/ •  Promotions •  Customer service Digital) •  Replenishment •  Ownership guides •  Services (e.g., Nike)Conﬁdential - Do Not Distribute" 21

Mass Merchant Retail Example" Mobile phones can be used from check-in to check-out In-Store Check-out Pre-Store •  Directions to the •  Shopping list with •  Check out while store, store hours suggested route shopping or with a •  Check in for points map or item location phone and offers •  Scans items for •  Apply all coupons •  Text to store pickup more information •  Apply a gift card or that she’s here including price or other stored value •  See average wait product safety card time at checkout, or information •  Get receipt emailed even which of her •  Special offers to go friends has shopped to other parts of the recently store •  Refills a pharmacy order •  Displays bar code to pick up order •  Decides to print out some photos on her phoneConﬁdential - Do Not Distribute"

Quick-Service Restaurant Example" Quick Service restaurants are all about convenience 1.  Store location and times 2.  Menu lookup and pre-order 3.  Check in to receive extra points 4.  Average store wait time 5.  Saved orders for re-ordering 6.  Text sent that the order is completed 7.  Emailed receiptConﬁdential - Do Not Distribute"

“The Apple Effect”" “When Apple — arguably one of the most successful retailers in the last decade — says that mobile self-checkout is ready for use today, others might very well want to have a look. And quickly.” - Glenbrooks Russ Jones Then Now •  2009: Apple releases store •  2011: Apple announces associate checkout system mobile self-checkout using iPod with Infinite Peripheral sled 2010 / 2011 2012 / 2013 ???Conﬁdential - Do Not Distribute" 24

Best Practice Implementations" Self-Checkout Stored value and walletConﬁdential - Do Not Distribute"

Building Your Mobile Strategy!Conﬁdential - Do Not Distribute"

Build A Mobile Strategy Now" The benefits for retailers are numerous and growing • New revenue • Better in-store and • Your competitors opportunities inside online shopping are investing in the store with experience to meet mobile commerce digital cross-sells, consumer today offers and coupons expectations Customers Revenue Competition SatisfactionConﬁdential - Do Not Distribute"

Are Apps Essential?" Consumers prefer the experience of apps to mobile web Target’s mobile optimized site Target’s iPhone app 1.  Richer user interface 2.  Ability to leverage features like cameras or barcode scanners 3.  Ability to leverage an offline experience without a need for “a fat pipe” 4.  Ability to experiment; test and learnConﬁdential - Do Not Distribute"

Getting Started" 5 key steps toward building a strategy for success Know thy customers Set realistic goals Technology & business process Implement in phases Test and measure successConﬁdential - Do Not Distribute"

Conclusions" Mobile commerce is emerging with significant promise in physical stores The store experience, particularly for retailers and restaurants, will likely be significantly transformed mobile solutions The benefits of these solutions include incremental customer value, increased customer loyalty and cost savings for the merchant Apps are an imperative for many of these in-store solutions; partnering with third-parties will accelerate time to market Tablets have promise in stores as well, and can be exciting and viable kiosk substitutes in relevant categoriesConﬁdential - Do Not Distribute"

Q&A SessionYour GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here #mCommShop

Q&A // PanelistsScott Todaro Andrew GaffneyVP, Marketing PublisherAisleBuyer Retail TouchPoints #mCommShop

Thanks for attending!You can download thispresentation here: http://rtou.ch/mobile-store #mCommShop

Contact The Panelistsstodaro@aislebuyer.com andrew@retailtouchpoints.com #mCommShop

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Mobilizing The Store: Game-Changing Trends for 2012

by G3 Communications on Dec 16, 2011

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Mobilizing The Store: Game-Changing Trends for 2012 — Presentation Transcript