In-Aisle Mobile Engagement Webinar

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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.

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In-Aisle Mobile Engagement Webinar

  1. 1. Mobile Retail 2011: A Guide to In-Aisle Mobile Engagement<br />Eric Anderson, Vice President of Marketing <br />Will Reese Ph.D., Director of the Digital Futures Group<br />June 2011<br />
  2. 2. TheIn-Aisle Mobile Experience<br />Why (Purpose)<br />How (A Note on Methods)<br />What (Findings & Recommendations)<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  3. 3. Why<br />Encourage rapid development of in-store mobile <br />Supply needed insight<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  4. 4. How<br />May 2011<br />“Ethnographic” or “contextual” approach<br />13 smartphone users<br />11 retail venues<br />$75<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  5. 5.
  6. 6. Insight #1: Physical support for in-aisle mobile usage does not yet exist.<br />
  7. 7. Insight #1: Physical support for in-aisle mobile usage does not yet exist.<br />Entrance signage<br />Wi-fi<br />Staff education<br />Staff evangelism<br />Collateral<br />On-shelf instructions<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  8. 8. TRISH<br />
  9. 9. BEST BUY<br />
  10. 10. 75 seconds<br />BEST BUY<br />
  11. 11. SEPHORA<br />
  12. 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 …?” <br />(Saleswoman, Sephora)<br />SEPHORA<br />
  13. 13. Opportunity #1:Invest in an in-aisle experience system.<br />Learn what makes sense for your customers<br />Announce it (on-wall, on-shelf, end cap)<br />Support it (public wifi)<br />Welcome smartphone shoppers<br />Supply on-shelf “how-to’s”<br />Share “do’s and don’ts”<br />Stoke staff enthusiasm <br />Promote your app or mobile site<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  14. 14. Insight #2:  The mobile web is an untapped in-aisle resource.<br />
  15. 15. Insight #2:  The mobile web is an untapped in-aisle resource.<br />Few retailer apps downloaded<br />Easy to forget the app<br />Non-mobile<br /><ul><li>two-handed use
  16. 16. Incomplete searches
  17. 17. longer searches</li></ul>| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  18. 18. STEVE<br />
  19. 19. GAMESTOP<br />
  20. 20. GAMESTOP<br />“This site’s just not built for a mobile device.”<br />(Steve, videogame journalist)<br />
  21. 21. Opportunity #2: Deliver a bettermobile website.<br />User-centered design that accounts for location as context<br />Ratings & reviews to overcome purchase hurdles<br />Product information in a mobile format<br />Support for in-store with location-sniffing, in-store maps, etc<br />Floor sales drivers: points, dividends, warranties<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  22. 22. Insight #3: The experience is fragmented.<br />
  23. 23. Insight #3: The experience is fragmented.<br />Bevy of unrelated tools (“broken manuscript”)<br />Burden on memory<br />Information silos<br /><ul><li>inspiration (photo)
  24. 24. inducement (email)
  25. 25. appointment (calendar)
  26. 26. alignment (UPC, QR)
  27. 27. enactment (credit card)
  28. 28. announcement (social media)</li></ul>| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  29. 29. LESLIE<br />
  30. 30. ANNE TAYLOR LOFT<br />ANNE TAYLOR LOFT<br />
  31. 31. “It’s missing the belt. <br />I hope they have one.” <br />(Leslie, product engineer)<br />ANNE TAYLOR LOFT<br />
  32. 32. Opportunity #3: Connect tasks to drive purchase.<br />Retailers must own these linkages<br />Connect tasks to drive sales<br /><ul><li>in-ad QR  nearby venues, prices, stock
  33. 33. email sale announcement  calendar, check-in, cashier hold
  34. 34. SMS to save & share potential purchases</li></ul>Experiment and test<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  35. 35. Insight #4: Shopping broadcasts are expressive.<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  36. 36. Insight #4: Shopping broadcasts are expressive.<br />They are not transactional<br />Not deals, not product recos<br />Transactions are for individuals<br />In social media, shops are props<br />Consumers want to tell “interesting stories”<br />
  37. 37. STACEY<br />
  38. 38. SEPHORA<br />“(Two friends) commented on your check-in at Sephora: ‘Ahhhh. The Mothership.’”<br />(Facebook push-notification to Stacey, media personality) <br />
  39. 39. Opportunity #4: Establish a role inshopping stories.<br />Understand the social component of visits to your retail space<br />Support that social component through mobile<br />Deliver unique, buzz-worthy experiences for loyalists<br />Offer fun, surprising things for consumers to scan and share<br />Know your brand character, and enact it<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  40. 40. The key insight.<br />help your in-aisle customers use mobile<br />(they’ll love you for it) <br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  41. 41. How White Horse can help<br />Uncover your target’s distinct mobile behaviors and map needs to opportunities.<br />Design an integrated mobile experience that drives sales and loyalty.<br />Deliver a mobile website that aligns with audience needs.<br />Support in-store merchandising through mobile.<br />Make it all measurable.<br />eanderson@whitehorse.com<br />wreese@whitehorse.com<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />

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