Shopping on mobile

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Con el comercio tradicional en peligro de extinción, el sector del retail tiene que reaccionar y protegerse incorporando estrategias móviles a su plan de marketing. Así lo indica un nuevo informe de Tradedoubler, compañía de marketing de resultados y tecnología. El informe, basado en un encuesta de Tradedoubler realizada a 2.000 usuarios de smartphones en Europa, muestra que el 38 % de las personas que buscan información sobre un producto en su teléfono móvil, acaban por ir a la tienda y comprarlo. El 47 % completan la compra en un ordenador, el 25 % en su móvil y el 7% en una tableta.

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Shopping on mobile

  1. 1. Mobile Consumers & You How to use mobile to your advantagetradedoubler.com
  2. 2. Driving value from the mobile consumer In the age of the smartphone, brands and retailers cannot succeed without persuading mobile researchers to purchase their products. But doing so requires a deeper understanding of why potential customers are researching using their phone – and what they want to do next. Tradedoubler’s unique study of the impressive frequency. Mobile research commercial behaviour of smartphone [Figure 1] is a monthly habit for 52% and owners in Europe has firmly established a weekly occurrence for 32%. Amongst the critical importance of mobile owners of certain devices, the habit is research to today’s shopping habits. even more firmly established: 46% of Our research surveyed 2,000 iPhone owners look up product smartphone owners in Germany, information on their device every week. Sweden, France and the UK and demonstrated that mobile devices have rapidly been rs ne s e er on ow given a central role in rn s 35 rs tph ea e er on h- ne ar consumers’ regular nd Ph ig ow f sm u h i of of of purchase behaviour. o This study found that 32% 37% 40% 46% using a smartphone to research purchases is widespread. Of all the smartphone owners we surveyed, 71% research products on their mobile – and they do so with Figure 1: Weekly mobile research amongst smartphone ownerstradedoubler.com
  3. 3. Purposeful yet unpredictable Mobile research is characteristically big-ticket, high consideration items purposeful. Almost as striking as the [Figure 2]. Over 30% of mobile number of people turning to their phone researchers have consulted their device for product advice on a monthly basis when it comes to buying music, clothing are the number of those engaging their and accessories, events and train tickets, handset in the later stages of the holidays and hotels, and consumer purchase journey. Almost a third electronics. Over 20% have used their (32%) of smartphone owners seek out mobile to investigate purchases of vouchers to download every month. books, entertainment, flights, cosmetics Of all those identifying themselves as and cars. mobile researchers, 87% said they had According to the latest Forrester gone on to take further action – either EU Mobile Commerce Forecast*: continuing their product research, “The impact mobile will have on the or completing a purchase. Mobile overall shopping experience will be researchers aren’t just significant much more significant as consumers in terms of sheer numbers; they are increasingly turn to their phones to significant because they mean business. inform both online and offline And the focused nature of this mobile purchases.” For retailers this means research crosses category lines. Mobile that they cannot hope to compete has the power to influence all types of effectively unless they engage with potential customers while they are using a mobile in this way. Smartphones offer a powerful opportunity to 14% 14% communicate with and influence potential 58% 21% customers at the very point that they are 21% 20% considering a purchase. * U Mobile Commerce Forecast. E 22% 15% 2012 to 2017, Forrester Research Inc. July 11 2012 Figure 2: Mobile purchases cross category lines sale, from smaller impulse buys totradedoubler.com
  4. 4. Yet, the fact that purposeful research Compared to the 71% who research is carried out on a mobile device is no purchases on their mobiles, 53% of guarantee that the purchase itself will be smartphone owners say they have completed through that device. This is actually purchased something using perhaps the most significant difference their phone [Figure 3]. These top line to emerge from a commercial point of figures indicate a significant number view between mobile and the PC-based of shoppers seeking alternative online revolution that preceded it. channels to complete their purchases. Whereas those researching on a PC This means that retailers must today are highly likely to complete understand the different scenarios purchases using the same device (and in in which consumers use mobile as many cases in the same session), mobile part of their research process. They researchers are not so predictable. 53% The conversions take place – but where and when is up for grabs. If retailers, need to be able to provide a choice of conversion opportunities that fit these different situations and incentivise a merchants and brands want a slice of purchase along the way. the mobile commerce action, they must take the initiative in anticipating mobile Purchase researchers’ next moves. excluding downloads 71% 53% Purchase excluding Research downloads Figure 3: Research and purchase on mobiles amongst smartphone owners Figure 3 71% Researchtradedoubler.com Figure 3
  5. 5. Research on mobile, purchase elsewhere When asked what they had done after mobile conversions in isolation risk researching products on their mobile failing to connect with the significant device [Figure 4], 25% of mobile numbers of people who complete researchers responded that they had purchases through other channels. completed a mobile purchase, with On the other hand, continuing with 7% completing purchases using their business as usual brings the risk of tablet. A far greater proportion of losing contact with mobile researchers mobile influenced commerce is altogether by failing to deliver an completed through other channels: experience that fits with a mobile- 38% of smartphone owners say that, powered purchase journey. following mobile research, they have The requirement is growing for completed a purchase in a store, while merchants to adopt a seamless approach 47% say they have gone on to complete across all three of the channels through a purchase online using a PC. which mobile researchers choose to For retailers seeking to take a slice of the convert; seamless from the point of view growing mobile commerce pie, this split of the consumer, but also in the way that between conversion channels makes the conversions are tracked and credited. question of which strategy to adopt Tradedoubler’s experience of linking when targeting mobile researchers a affiliate programmes across offline, complex one. Retailers who target PC and mobile channels can provide valuable insights in this area – and is already helping merchants to drive and track conversions across a range of channels. In particular, there are three factors that merchants must consider when 7% complete 38% targeting different mobile research audiences: what is being researched, complete on Tablet in store where the research is taking place, and the nature of the device being used. FROM RESEARCH 47% complete 25% complete 25% on PC on mobile Figure 4 Where users convert after researching on mobiles Figure 4:tradedoubler.com
  6. 6. Different purchase journeys for different product categories The most likely next step for a mobile Mobile affiliate channels provide a researcher depends first and foremost powerful range of tools for engaging on what they are researching. The with potential buyers in these categories Tradedoubler study suggests that through meeting researchers’ demand significantly different mobile-influenced for reassurance on the best deal. purchase journeys exist for different However, the key to making the most of product categories [Figure 5]. For this opportunity is to provide realistic merchants selling books, music, metrics to incentivise the affiliates that take-away food and event tickets, are best placed to drive conversions. there appears to be greater potential For auto purchases, Cost per Lead (CPL), for a converted sale to take place on a potentially measured through mobile mobile. For each of these categories, call tracking, relates performance to a large numbers of respondents have natural next step in the purchase both researched and purchased using journey. For car rentals, in contrast, their mobile. And it is these less more conversion-oriented metrics can expensive, lower consideration product be adopted, but tracking across mobile, categories that are initially the most offline and voice calls is essential. When likely to be the core mobile commerce it comes to luxury goods, consumer growth categories. electronics and groceries, the study suggests that voucher codes, mobile For higher ticket purchases, in particular loyalty schemes and price-comparison luxury goods, consumer electronics, websites and apps all have a valuable mobile phones, groceries and car rentals role to play. and purchases, our survey shows a clear gap between propensity to research using a mobile and propensity to complete purchases using that device. For merchants in these categories, alternative strategies for engaging Figure 5: Types of goods purchased on mobiles mobile researchers and leading them through to conversion are essential.tradedoubler.com
  7. 7. Home mobile versus mobile mobile The success of different For the 57% who use the mobile web conversion strategies will be whilst travelling, the first non-mobile hugely influenced by where conversion opportunity that they 66% 57% the mobile research takes encounter will depend on the direction AT HOME WHILE TRAVELLING place [Figure 6]. For the of travel: those travelling home are most 66% of smartphone owners likely to favour a home PC or mobile who surf the mobile web purchase; those travelling away from at home, any immediate home are more likely to make an purchase behaviour in that immediate choice between mobile and environment is likely to take offline purchases. place either through the 24% 50% mobile device itself, over the Much has been written about mobile IN STORE OUT AND ABOUT representing a nightmare scenario phone or through a home- for retailers, in which shoppers visit based PC. Figure 6: Use of mobile web stores to view products and then turn For the 24% using the mobile web inside to their mobile phones to find the bestFigure 6 Use of mobile web stores, the decision over how to convert prices and complete purchases online rests between the mobile device and an [Figure 7]. Although the study found that offline purchase. The same will also price checking is a major element of often be true for the 50% using the in-store mobile behaviour, it also shows mobile web in general outdoor areas, that stores take a healthy share of the where nearby stores offer an immediate conversions resulting from mobile conversion opportunity. Since mobile research. The 38% of researchers researchers are heavily motivated by completing their purchase in a store price, daily deals and voucher codes can is second only to the 47% converting play a valuable role in driving impulse online using a PC. When we consider buys that are completed in-person, that most mobile web use takes place in-store. In enabling the tracking and in the home (where the PC is a far more crediting of such purchases, they also readily available option for completing provide an opportunity to incentivise a purchase), in-store conversions are, if affiliate channels to drive foot traffic. anything, punching above their weight. tradedoubler.com
  8. 8. Much of the competition within the researchers and leading them through store environment appears to be the final stages of the purchase journey competition against other offline is likely to be the one that picks up the retailers. And in this case, the store sale. Delivering such engagement most capable of engaging with mobile and helping to incentivise in-store conversion is where location-based offers, daily deals and voucher code sites come into their own. COMPLETE PURCHASE In France we are working closely with merchants and affiliates in this area of research online/purchase offline (RO/ PO), developing a multi-channel model for daily deals sites to track offers that are redeemed either on a mobile device, online or in-store. When we combine this with geo-targeting, it adds up to a powerful tool for reaching consumers with the right offers at exactly the right moment when they are out and about, ready to make a purchase. We are already seeing the value of this approach: for example, working with a leading French telecom retailer, we have run a multichannel program with an offer that is tracked at the point of sale and that includes a mixed metric for affiliate payments. Early results show an uplift in sales both via mobile and in store. Mobile mobile In-store mobile Home PC Home mobile Figure 7: The journey from research to purchase is complex and depends on research, location and use of mobile functionalitytradedoubler.com
  9. 9. The in-store purchase journey: a partnership in the making In-store mobile research is habitual, then [Figure 8]. In our research we found with 41% identifying that they use their that whereas only 19% of in-store phone in a store at least half the time. researchers overall search for a voucher The nature of in-store research and to help complete their purchase, 51% of the likely actions resulting from it, those with cash back or loyalty apps are strongly influenced by the type and 41% of those with daily deals apps of applications that a shopper has installed on their phone, do. Whilst only installed on their phone. 16% of in-store researchers overall receive location-based special offers, this rises to 30% amongst daily deals app users and 33% amongst loyalty scheme users. And although only 16% overall use their phone in place of a loyalty card, Search Use location- Use mobile 30% of those with daily deals apps, and for vouchers based offers instead of loyalty card 43% of those with loyalty apps, do. Of in-store researchers 19 % 16 % 16 % These shoppers are significantly less likely to wait to complete a purchase online using a PC. They are far more Of those with cashback or 51 % 33 % 43 % interested in completing purchases loyalty apps Figure 8: In-store using their mobile or in a store – behaviour and the although they are also more likely than impact of affiliate- Of those with daily deals apps 41 % 30 % 30% average to travel to a different store to type apps amongst mobile researchers complete the purchase, given the right price incentive. Again, the need for Whilst much in-store mobile research a seamless strategy that bridges all has the potential to lead shoppers types of device and at the same time away from the store - 42% of in-store encompasses the opportunity to convert researchers are trying to find a better a purchase offline, in a store, cannot be price elsewhere - the behaviour of over-emphasised. those with mobile affiliate-type apps installed gives plenty of opportunity for stores to secure purchases there andtradedoubler.com
  10. 10. We are working with our own merchants those with bar-code readers installed to ensure they are taking advantage of – but so too does the percentage the increasing opportunities in this area. scanning QR codes, which provide a For example, the UK-based camera means for merchants to take control of retailer Jessops has had significant the product information that is provided success working with Tradedoubler to and engage shoppers throughout their develop a location-based voucher offer last-minute mobile research. Shoppers that is delivered through the mobile with bar code readers installed, like app of Quidco, a Tradedoubler affiliate. those with daily deals apps, are far The app uses location-based check-ins less likely to convert using a PC – to deliver voucher offers to shoppers as and far more interested in completing they pass a Jessops store, with vouchers purchases using their mobile, or finding redeemed in-store and credited to a store with the best price to buy the Quidco. Online sales through the Quidco product face-to-face. site grew by 72% during the campaign Over half (52%) of those using a phone period, with analysis showing in a store do so to look up product incremental in-store sales growth. The information. This increases to 70% initiative is significant in the potential it amongst those who have shopping shows for stores to secure conversions comparison apps installed on their using affiliate channels – and the phones. Working with such established opportunity it presents for affiliates to mobile platforms provides merchants benefit from offline purchases. with a clear channel for engaging the Unsurprisingly, the percentage of general in-store researcher. in-store shoppers who scan product bar codes jumps substantially amongsttradedoubler.com
  11. 11. Research on a browser, convert with an app Whilst the mobile This opportunity is likely to grow given 60 browser is the key the strong interest in taking up such channel for general mobile-powered services [Figure 9]: product research, 56% of smartphone owners say they are 50 apps seem to take open to receiving location-based offers, on greater 35% want to search for vouchers and significance when 40% want to scan QR codes or barcodes. 40 it comes to the 20% are interested in using stored credit business end of the card details to pay for in-store purchases purchase journey. using their phone. As such payment 30 It is significant that services develop, they will provide a the apps designed to natural route to conversion for those drive conversion for enrolled on voucher, daily deals and 20 mobile researchers loyalty schemes. Tradedoubler is already are most likely to be working with mobile wallet services, installed and used such as the newly launched O2 Wallet 10 by iPhone users (the [Figure 10] in the UK, to develop most active group of mechanisms for mobile affiliates to drive mobile researchers) purchases through these channels. % and to a certain 20% 35% 40% 56% extent by Android Want to pay Want Want QR Want location using phone vouchers and bar codes based offers users (the largest Figure 9: User appetites for group of mobile shopping smartphone owners). Merchants who functionality can work with such platforms to establish an effective presence, and develop an in-store environment that supports redeeming vouchers, daily deals and loyalty points are likely to establish a major competitive advantage, driving sales amongst a highly significant group of mobile researchers Figure 10: O2 Mobile Wallet who are highly likely to convert and become purchasers.tradedoubler.com
  12. 12. The future of mobile commerce The trend for shoppers to research keyboard that is easier to type on. products using their mobile and then Outside of the home, they lead shoppers complete purchases using other means back to the comforting experience of is significant – but is it long-term? completing purchases in person. To answer this question, we need to Within the home environment, these look closely at the potential motivations factors are likely to be gradually eroded for switching from the mobile channel as consumers become more familiar when it comes to actually making with the mobile web – and as the a purchase. availability of domestic wi-fi negates many of the perceived differences between accessing the web from a mobile or tablet – and accessing it from a PC. Within the store environment, however, the study appears to show more complex consumer motivations at work. The apps that mobile owners install and use on their phones are designed to merge the digital and physical offline Mobile buyers would worlds in a way that enables shoppers be more likely to to reassure themselves on price, access product information, ensure that they purchase if... are getting a good deal – and then complete a purchase in person. mCommerce was more secure 57% The potential is there for mobile to take a greater share of offline sales as Figure 11: Attitudes to mobile Their phone number remained private 56% shoppers become more familiar with m-commerce platforms, but this seems unlikely to entirely displace the already security and privacy well-established consumer habit When smartphone owners identify a of researching on a mobile – and reason for not completing a purchase completing a purchase in a store. It on their mobile, they focus on security is also likely that, as it becomes more or privacy concerns [Figure 11] and the established, mobile will generate frustrations involved with using the incremental sales as consumers become mobile internet itself. Within the home, more likely to use the device to make these factors lead consumers to their impulse purchases, particularly for PC, a more familiar digital channel cheaper, low-consideration items. with potentially a more stable internet connection, a larger screen and atradedoubler.com
  13. 13. Figure 12: Affiliate platforms can provide Tradedoubler’s research has delivered evolves, the ability of affiliateshoppers with a range of mobile-related many vital new insights into how platforms to provide shoppers withpurchase options consumers are increasingly using a range of mobile-related purchase mobile to inform a whole range of choices will ensure that purchase decisions. It confirms that they remain an indispensable tool affiliate platforms are playing a hugely for retailers [Figure 12]. influential role in this emerging shopper experience, with daily deals and shopper comparison apps having a significant impact on how consumers choose to convert their purchases. The scope for such influence will only grow with the launch of mobile wallet services that make it ever easier for shoppers to link mobile research with in-store experiences. And as mobile commercetradedoubler.com
  14. 14. We’re pushing againstan open doorWith mobile consumer behaviour evolving fasterthan the mobile environment, simple enhancementsto the mobile purchase journey can generatesignificant revenues.Find out more about Tradedoubler’s mCommerce researchplease contact Jane Turner - Jane.Turner@tradedoubler.comOr visit tradedoubler.com

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