Sean McKee - schuh - Mobile Retail Summit
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Sean McKee - schuh - Mobile Retail Summit

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Sean McKee - schuh - Mobile Retail Summit Sean McKee - schuh - Mobile Retail Summit Presentation Transcript

  • Tapping Into The Revolution… the mobile storySean McKeeHead of Ecommerce and Customer Services
  • Retailer of branded fashion footwear in UK/Ireland, started 1981Mid-market brands for women, men and kids3700 employees80 schuh stores, 3 kids storesA focus on larger population clustersSales densityMass market, full-price editorial positionTarget customer 15-25 years oldCustomer service orientationA multi-channel mindsetTechnology has a defined roleAcquired by Genesco Inc. June 2011Who we are
  • March 2013Visit Share18%28% 54%DesktopMobileTablet
  • March 2013Revenue Share17%15%68%DesktopMobileTablet
  • A pragmatic evolution2008 schuh.mobi2011 free iphone appmonster appcheck and reserveuk mobile site2012 irish mobile sitetablet site
  • A mobile strategy? Sell first Clear strategic fit Use of resources backed by data Risk-averse process
  • SmartphoneiPhone appMobile optimised siteBasic offer-Transactional-Locate store-Check stock-Buy/deliver to store- Track order+MappingHome storeStore job vacancies+Check and Reserve
  • t.schuh.co.ukDecember 2012Tablet
  • Different strokes for different folksHigher Medium LowerTraffic Desk Mob TabConversion Desk Tab MobBasket size Tab Desk Mob% Growth Tab Mob Desk
  • What’s working Sales volume Growth Store friendly behaviour Data driven change A clear plan
  • Known unknowns
  • Known knownsJune 2013: 50% of UK web trafficSpring 2014: Responsive designDecember 2014: 50% of UK web salesIn 201335-40% of UK internet saleswill come via a mobile device
  • sean@schuh.co.ukThanks for listening …