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Business Insider, Social Commerce Summit, Fiona Swerdlow

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  • But responsive design is a new theme
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  • 1. Report from Holiday 2012: Tablet Shopping…With a Glimpse of What’s Ahead in 2013 Fiona S. Swerdlow Head of Research, Shop.org The National Retail Federation 1 Confidential & Proprietary
  • 2. HOW RETAILERS INVESTED INTABLETS BEFORE THE 2012HOLIDAY SEASON 2 Confidential & Proprietary
  • 3. Mobile takes perseverance: retailer CIOs grapple withbusiness objectives, staffing, consumer behavior, budget Q. What are your company’s greatest (top 5) internal challenges to successfully deploying and managing smart phone and tablet device initiatives? Business objectives for mobile initiatives are unclear 60% Lack of experience in other areas, e.g. design for a smart phone vs. a… 40% Staying up to date on market / customer needs and uses for mobile 36% Working with third parties – e.g. vendors – on mobile initiatives is difficult 36% Obtaining adequate budget for mobile initiatives, including staff 36% Staying up to date on mobile development innovations 31% Finding and hiring IT staff with strong mobile expertise and experience 31% Tight timeframes for development, deployment and ongoing updates 31% Unclear prioritization for enhancements and updates requested by other… 29% Frequency of platform upgrades requiring app and mobile site… 24% Requirements for app store approval and compliance 10% None of the above 2% Base: 55 retail IT executivesSource: The State of Retailing Online 2012 – Investments in Mobile & TabletCommerce. By Shop.org & Forrester Research. (SeptemberConfidential & Proprietary 2012) 3
  • 4. Fiscal Year 2012 retailer investments in mobile Q. Please tell us how much your company plans to invest **this year (Fiscal Year 2012)** in mobile and tablet initiatives (total). **Please include costs for total invested across hardware and software - including planned investment in devices issued to employees; please dont include salaries or consulting fees. 23% 20%20% 14% 14% 14% 14%14% 11% 9% 9% 9% 9% 7% 5% 5% 2% 2% 0% 0% No Less than $10,000 to $50,000 to $100,000 to $250,000 to $500,000 to $750,000 to $1 Dont know investment $10,000 less than less than less than less than less than less than million or / prefer not made in $50,000 $100,000 $250,000 $500,000 $750,000 $1 million more to answer Fiscal Year 2012 Smartphones Tablets Base: 44 retail IT executivesSource: The State of Retailing Online 2012 – Investments in Mobile & TabletCommerce. By Shop.org & Forrester Research. (SeptemberConfidential & Proprietary 2012) 4
  • 5. Fiscal Year 2012 retailer investments in mobile Q. Please tell us how much your company plans to invest **this year (Fiscal Year 2012)** in mobile and tablet initiatives (total). **Please include costs for total invested across hardware and software - including planned investment in devices issued to employees; please dont include salaries or consulting fees. 23% 20%20% 14% 14% 14% 14%14% 11% 9% 9% 9% 9% 7% 5% 5% 2% 2% 0% 0% No Less than $10,000 to $50,000 to $100,000 to $250,000 to $500,000 to $750,000 to $1 Dont know investment $10,000 less than less than less than less than less than less than million or / prefer not made in $50,000 $100,000 $250,000 $500,000 $750,000 $1 million more to answer Fiscal Year 2012 Smartphones Tablets Base: 44 retail IT executivesSource: The State of Retailing Online 2012 – Investments in Mobile & TabletCommerce. By Shop.org & Forrester Research. (SeptemberConfidential & Proprietary 2012) 5
  • 6. Fiscal Year 2012 retailer investments in mobile Q. Please tell us how much your company plans to invest **this year (Fiscal Year 2012)** in mobile and tablet initiatives (total). **Please include costs for total invested across hardware and software - including planned investment in devices issued to employees; please dont include salaries or consulting fees. Average FY 2012 investment 23% in tablet: $206,932 20%20% vs. FY 2011 average of $55,114 14% 14% 14% 14%14% 11% 9% 9% 9% 9% 7% 5% 5% 2% 2% 0% 0% No Less than $10,000 to $50,000 to $100,000 to $250,000 to $500,000 to $750,000 to $1 Dont know investment $10,000 less than less than less than less than less than less than million or / prefer not made in $50,000 $100,000 $250,000 $500,000 $750,000 $1 million more to answer Fiscal Year 2012 Smartphones Tablets Base: 44 retail IT executivesSource: The State of Retailing Online 2012 – Investments in Mobile & TabletCommerce. By Shop.org & Forrester Research. (SeptemberConfidential & Proprietary 2012) 6
  • 7. “Mobile-optimized web site” topped the list of investments leading up to Holiday 2012… Q: Of the following sites and service features, which have you invested in most significantly in 2012 in advance of the Holiday 12 season? Please choose all that apply for each group of features. Top 2012 Investments – All Categories Mobile optimized Web site 54.7% Facebook page 52.8% Cross-selling on product page 49.1% Site search 47.2% Pinterest "board(s)" 43.4% Customer ratings and reviews on site 41.5% Cross-selling on cart page 41.5% Load testing for the site 39.6% Clearance sale page 39.6% Bestsellers list 35.8% Gift card / gift certificate purchase on site 35.8% Dynamically customized / personalized emails 35.8% Video of product 34.0% Shipping deadlines calendar 34.0% Gift card / gift certificate redemption on site 32.1% 0% 10% 20% 30% 40% 50% 60%Source: BIGinsight™/Shop.org 2012 Pre-Holiday Retailer Merchandising Social Media Gift Cards 7Study, July 10 to 24, 2012 ( N= 53) Confidential & Proprietary
  • 8. …But tablet-specific investments were also on retailer minds Q: Of the following sites and service features, which have you invested in most significantly in 2012 in advance of the Holiday 12 season? Please choose all that apply for each group of features. Top 2012 Investments for Holiday – Social Media, Mobile, Marketing & Promotions Mobile optimized Web site 54.7% Twitter campaign / feed 18.9% Facebook page 52.8% Smartphone experience 18.9% Pinterest "board(s)" 43.4% QR codes in offline… 17.0% Dynamically customized / Blogs on other sites 15.1% personalized emails 35.8% Free standard shipping Tablet device app 13.2% promotion -- some hurdle 32.1% Free standard shipping Mobile text (SMS)… 9.4% promotion -- no hurdle 32.1% Geo-fencing technology 5.7% Blog on our own retail site 32.1% Group buying offers (e.g.… 3.8% Tablet experience 30.2% 3.8% Mobile commerce 28.3% applications ("apps") Location based services… 0.0% Loyalty program 28.3% Other 3.80% 0% 20% 40% 60% 0% 20% 40% 60%Source: BIGinsight™/Shop.org 2012 Pre-Holiday Retailer 8Study, July 10 to 24, 2012 ( N= 53) Confidential & Proprietary
  • 9. HOW CONSUMERS USEDTABLETS FOR HOLIDAYSHOPPING 9 Confidential & Proprietary
  • 10. Smartphone, tablet ownership is pervasive among all customer segments Q: Do you own either of the following devices? (Check all that apply) 80% 69.9% 55.8% 56.0% 60% 50.6% 51.8% 45.8% 41.2% 40% 31.6% 20% 0% Adults 18+ Men Women 18 - 34 35 to 54 55+ Years HH <$50K HH Years Years >$50K+ Smartphone Tablet Device I dont own either of these devicesSource: BIGinsight™/Shop.org Post-Holiday Consumer 10Study, Dec. 27, 2012 to Jan. 9, 2013 (N= 1,919) Confidential & Proprietary
  • 11. Smartphone, tablet ownership is pervasive among all customer segments Q: Do you own either of the following devices? (Check all that apply) 80% 69.9% 55.8% 56.0% 60% 50.6% 51.8% 45.8% 41.2% 34.4% 38.2% 38.1% 40% 31.8% 32.6% 31.6% 29.3% 25.1% 24.6% 20% 0% Adults 18+ Men Women 18 - 34 35 to 54 55+ Years HH <$50K HH Years Years >$50K+ Smartphone Tablet Device I dont own either of these devicesSource: BIGinsight™/Shop.org Post-Holiday Consumer 11Study, Dec. 27, 2012 to Jan. 9, 2013 (N= 1,919) Confidential & Proprietary
  • 12. Smartphone, tablet ownership is pervasive among all customer segments Q: Do you own either of the following devices? (Check all that apply) 80% 69.9% 55.8% 56.0% 60% 56.5% 50.6% 51.8% 47.9% 45.8% 42.4% 41.2% 38.3% 34.4% 38.2% 37.6% 38.1% 40% 34.1% 31.8% 32.6% 31.6% 33.0% 29.3% 25.1% 24.6% 19.4% 20% 0% Adults 18+ Men Women 18 - 34 35 to 54 55+ Years HH <$50K HH Years Years >$50K+ Smartphone Tablet Device I dont own either of these devicesSource: BIGinsight™/Shop.org Post-Holiday Consumer 12Study, Dec. 27, 2012 to Jan. 9, 2013 (N= 1,919) Confidential & Proprietary
  • 13. Tablets enabled consumers to find retailer info, compare prices, read reviews – and buy Q: How did you use your Tablet Device for any part of your 2012 holiday shopping? (Tablet device owners) 80% 60% 50.8% 40% 19.3% 20% 16.8% 13.4% 12.2% 10.2% 9.8% 7.6% 0%ot use my tablet device to research or make holidayPurchased products etc.) for an for coupons or discounts find a physical store forshopping cart to retrieve Looked up retailer information (location, store hours, directions, prices purchases Compared Searched item the store locatorPut aup customer reviews Used Looked product in my ONLINE an item to Adults 18+ Men Women 18-34 35-54 55+ Source: BIGinsight™/Shop.org Post-Holiday Consumer 13 Study, Dec. 27, 2012 to Jan. 9, 2013 (N= 1,919) Confidential & Proprietary
  • 14. Tablets enabled consumers to find retailer info, compare prices, read reviews – and buy Q: How did you use your Tablet Device for any part of your 2012 holiday shopping? (Tablet device owners) 80% 60% 50.8% 40% 19.3% 20% 16.8% 13.4% 12.2% 10.2% 9.8% 7.6% 0%ot use my tablet device to research or make holidayPurchased products etc.) for an for coupons or discounts find a physical store forshopping cart to retrieve Looked up retailer information (location, store hours, directions, prices purchases Compared Searched item the store locatorPut aup customer reviews Used Looked product in my ONLINE an item to Adults 18+ Men Women 18-34 35-54 55+ Source: BIGinsight™/Shop.org Post-Holiday Consumer 14 Study, Dec. 27, 2012 to Jan. 9, 2013 (N= 1,919) Confidential & Proprietary
  • 15. Tablets enabled consumers to find retailer info, compare prices, read reviews – and buy Q: How did you use your Tablet Device for any part of your 2012 holiday shopping? (Tablet device owners) 80% 60% 50.8% 40% 31.0% 22.6% 23.6% 22.7% 19.3% 20% 16.8% 16.3% 13.4% 12.2% 13.6% 13.5% 10.2% 9.8%10.9% 7.6% 0%ot use my tablet device to research or make holidayPurchased products etc.) for an for coupons or discounts find a physical store forshopping cart to retrieve Looked up retailer information (location, store hours, directions, prices purchases Compared Searched item the store locatorPut aup customer reviews Used Looked product in my ONLINE an item to Adults 18+ Men Women 18-34 35-54 55+ Source: BIGinsight™/Shop.org Post-Holiday Consumer 15 Study, Dec. 27, 2012 to Jan. 9, 2013 (N= 1,919) Confidential & Proprietary
  • 16. Millennials led in tapping tablets for coupons, using / buying gift cards, watching product videos Q: How did you use your Tablet Device for any part of your 2012 holiday shopping? (Tablet device owners) (cont.) [For additional answers, please see Appendix Slide 70.] 80% 60% 40% 20% 17.6% 14.9% 10.5% 8.3% 8.6% 6.7% 6.3% 5.6% 5.2% 7.2% 4.5% 3.7% 5.0% 3.5% 0% Searched for Redeemed Redeemed a gift Looked up a gift Bought a gift card Used apps to Watched a coupons or coupons card registry or wish list research or product video discounts purchase products specifically when I was in the store Adults 18+ Men Women 18-34 35-54 55+Source: BIGinsight™/Shop.org Post-Holiday Consumer 16Study, Dec. 27, 2012 to Jan. 9, 2013 (N= 1,919) Confidential & Proprietary
  • 17. TABLET SHOPPING IN 2013 17 Confidential & Proprietary
  • 18. Outlook for tablets in 2013: growing quickly – with more choices, better prices for consumers“World-Wide Tablet Shipments “And Now Apple is Losing Its Lead InUp 75% in 4th Quarter – IDC” Tablets, Too…” - The Wall Street Journal, January - Henry Blodget, CEO & Editor in Chief, Business 31, 2013 Insider BusinessInsider.com, February 1, 2013 “the greatest impact that i see on online consumer spending this“Samsung Doubles Tablet PC year: income and jobs aside, itMarket Share Amid Apple’s has to be consumer use ofLead” tablets.” -BloombergBusinessweek, - Jack Kleinhenz, Chief Economist, NRF February 3, 2013 Shop.org Blog, February 1, 2013 blog.shop.org 18 Confidential & Proprietary
  • 19. All things mobile figure prominently on retailer lists to prepare for Holiday 2013… Q. Based on your experience this past Q. Looking ahead, what ONE thing will you holiday season, what ONE thing will you do differently for Holiday 2013? invest in this year for Holiday 2013? • “Mobile” (multiple mentions) • “More mobile marketing • “Mobile check out” investment” • “Mobile optimization” • “Responsive web design” • “Tablet” (multiple mentions) • “SMS”Source: BIGinsight™/Shop.org Post-Holiday Retailer Study, Jan. 2 to 19Jan. 10, 2013 (N= 48) Confidential & Proprietary
  • 20. …and are a focus for 2013 overall: 2 out of 5 retailers include “mobile and tablet” in their Top 3 initiatives Top Digital Initiatives for 2013 Examples/Definitions Checkout optimization, alternative payments, Site conversion 51% user experience, testing, analytics investments, product detail page enhancement Mobile and tablet 43% Mobile-optimized sites, mobile analytics, mobile traffic and conversion growth Site redesign 27% Core site “look and feel” overhaul, responsive design changes International growth 27% Shipments abroad Cross-channel analytics, ship from store, Multichannel efforts 25% endless aisle Base: 58 online retailers (multiple responses accepted)Source: The State of Retailing Online 2013 – Key Metrics & Initiatives. ByShop.org & Forrester Research. (January 2013) 20 Confidential & Proprietary
  • 21. The good news: retailers are thinking about the whole customer experience Top Digital Initiatives for 2013 Examples/Definitions Checkout optimization, alternative payments, Site conversion 51% user experience, testing, analytics investments, product detail page enhancement Mobile and tablet 43% Mobile-optimized sites, mobile analytics, mobile traffic and conversion growth Site redesign 27% Core site “look and feel” overhaul, responsive design changes International growth 27% Shipments abroad Cross-channel analytics, ship from store, Multichannel efforts 25% endless aisle Base: 58 online retailers (multiple responses accepted)Source: The State of Retailing Online 2013 – Key Metrics & Initiatives. ByShop.org & Forrester Research. (January 2013) 21 Confidential & Proprietary
  • 22. Thank you.Fiona S. SwerdlowHead of Research, Shop.orgSwerdlowF@Shop.org 22 Confidential & Proprietary