To understand how shoppers are using their mobile devices to select products in store aisles, White Horse Digital Futures Group conducted an observational study. The findings and initial recommendations for retailers are shared in this deck. The complete webinar is available to download at the White Horse Resource Center (www.whitehorse.com/resources) The full report will be available in early July. Check the White Horse website for details.

1. Mobile Retail 2011: A Guide to In-Aisle Mobile Engagement Eric Anderson, Vice President of Marketing Will Reese Ph.D., Director of the Digital Futures Group June 2011

2. TheIn-Aisle Mobile Experience Why (Purpose) How (A Note on Methods) What (Findings & Recommendations) | ©2011 White Horse Productions, Inc. Content may not be reused without permission.

3. Why Encourage rapid development of in-store mobile Supply needed insight | ©2011 White Horse Productions, Inc. Content may not be reused without permission.

4. How May 2011 “Ethnographic” or “contextual” approach 13 smartphone users 11 retail venues $75 | ©2011 White Horse Productions, Inc. Content may not be reused without permission.

6. Insight #1: Physical support for in-aisle mobile usage does not yet exist.

7. Insight #1: Physical support for in-aisle mobile usage does not yet exist. Entrance signage Wi-fi Staff education Staff evangelism Collateral On-shelf instructions | ©2011 White Horse Productions, Inc. Content may not be reused without permission.

8. TRISH

9. BEST BUY

10. 75 seconds BEST BUY

11. SEPHORA

12. “Actually I’ve never seen anybody do that before (user their phone to scan a product). Is it like an app on your phone, or …?” (Saleswoman, Sephora) SEPHORA

13. Opportunity #1:Invest in an in-aisle experience system. Learn what makes sense for your customers Announce it (on-wall, on-shelf, end cap) Support it (public wifi) Welcome smartphone shoppers Supply on-shelf “how-to’s” Share “do’s and don’ts” Stoke staff enthusiasm Promote your app or mobile site | ©2011 White Horse Productions, Inc. Content may not be reused without permission.

14. Insight #2: The mobile web is an untapped in-aisle resource.

16. Incomplete searches

17. longer searches| ©2011 White Horse Productions, Inc. Content may not be reused without permission.

18. STEVE

19. GAMESTOP

20. GAMESTOP “This site’s just not built for a mobile device.” (Steve, videogame journalist)

21. Opportunity #2: Deliver a bettermobile website. User-centered design that accounts for location as context Ratings & reviews to overcome purchase hurdles Product information in a mobile format Support for in-store with location-sniffing, in-store maps, etc Floor sales drivers: points, dividends, warranties | ©2011 White Horse Productions, Inc. Content may not be reused without permission.

22. Insight #3: The experience is fragmented.

24. inducement (email)

25. appointment (calendar)

26. alignment (UPC, QR)

27. enactment (credit card)

28. announcement (social media)| ©2011 White Horse Productions, Inc. Content may not be reused without permission.

29. LESLIE

30. ANNE TAYLOR LOFT ANNE TAYLOR LOFT

31. “It’s missing the belt. I hope they have one.” (Leslie, product engineer) ANNE TAYLOR LOFT

33. email sale announcement  calendar, check-in, cashier hold

34. SMS to save & share potential purchasesExperiment and test | ©2011 White Horse Productions, Inc. Content may not be reused without permission.

35. Insight #4: Shopping broadcasts are expressive. | ©2011 White Horse Productions, Inc. Content may not be reused without permission.

36. Insight #4: Shopping broadcasts are expressive. They are not transactional Not deals, not product recos Transactions are for individuals In social media, shops are props Consumers want to tell “interesting stories”

37. STACEY

38. SEPHORA “(Two friends) commented on your check-in at Sephora: ‘Ahhhh. The Mothership.’” (Facebook push-notification to Stacey, media personality)

39. Opportunity #4: Establish a role inshopping stories. Understand the social component of visits to your retail space Support that social component through mobile Deliver unique, buzz-worthy experiences for loyalists Offer fun, surprising things for consumers to scan and share Know your brand character, and enact it | ©2011 White Horse Productions, Inc. Content may not be reused without permission.

40. The key insight. help your in-aisle customers use mobile (they’ll love you for it) | ©2011 White Horse Productions, Inc. Content may not be reused without permission.

41. How White Horse can help Uncover your target’s distinct mobile behaviors and map needs to opportunities. Design an integrated mobile experience that drives sales and loyalty. Deliver a mobile website that aligns with audience needs. Support in-store merchandising through mobile. Make it all measurable. eanderson@whitehorse.com wreese@whitehorse.com | ©2011 White Horse Productions, Inc. Content may not be reused without permission.