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Mobile Ecommerce and the Wine Industry
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Mobile Ecommerce and the Wine Industry

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  • I sit in a pretty comfortable officeI work long hoursI’m an all around geek – with glasses and no hairI write 95% of the code at Vin65You’ll realize I’m quirkyI shave with a safety razor
  • So let’s talk mobile ecommerce. How many wineries have a mobile experience on their website?How many wineries are selling on mobile?How many people have bought something on their mobile phone?
  • Mobile ecommerce is growing. We are going to start with this wide out view – and then slowly narrow down to how you can sell wine on your phone.So what do we know about mobile globally?
  • Everyday you get hit with some stat
  • And maybe some info Graphs
  • And they all start to say the same thing, mobile is up.
  • They might all have different stats.
  • But they all seem to think mobile sales are up.
  • But what are all these stats really saying? You see one – your like oh cool mobile ecommerce is up. You see a bunch and they all say it’s up – but they are all measuring different things.Before you know it – you are asking yourself what are they measuring. (Or maybe you don’t – but that’s what I start to do). Maybe your just sleeping.
  • Main Point - Mobile is already big. It’s no longer an after-thought.
  • So what is mobile? How is it defined?
  • Is a laptop outside mobile?
  • A tablet on the couch mobile?
  • The new coffee shop experience where you don’t talk – you just sit on your phone – is that mobile?
  • I’m on Bart 2-3 times a week and I see this.
  • What about the new bathroom reader? 39% of smartphone users even admit to being on their mobiles in the bathroom, which means the other 61% are liars
  • Because we got to talk wine and because I only have 20 minutes – we aren’t going to argue – here’s the definition..
  • Now that we know what mobile is for this presentation - is anybody picking up their phone, surfing my website, and buying wine?You guys are lucky because you work with wine all day. I’m lucky because I work with geeks all day.
  • Total Traffic: 1,074,853Total Website: 891,956Mobile: 182,897% Mobile: 17%% Web: 83%
  • % Mobile: 17% (2012)% Mobile: 10% (2011)
  • Total Traffic: 1,074,853Total Website: 891,956Mobile: 182,897% Mobile: 17%% Web: 83%
  • Mobile Sites Generated 28% more in sales for the month of November compared to people who bought on their mobile viewing the regular site. ((Mobile Revenue – Mobile Revenue on Regular Site)/Total Mobile Revenue))
  • Total Traffic: 1,074,853Total Website: 891,956Mobile: 182,897% Mobile: 17%% Web: 83%
  • One of the worst things on a mobile trying to buy something is entering the address, etc.Has anyone seen Facebook Gifting?
  • From Desktop to Mobile – Maintain content and URL across device.
  • Make sure it’s optimized across the board – and everything works for that device.
  • Efficient Task Completion - everything is compressed.  Price up front, don’t make them browse. Easy to Navigate
  • Mobile screens are much smaller, keep the essentials only. Efficient task completion – lead them to the heart of the information with minimal clicks. This is a hassle for customers, if they’re constantly having to “pinch and zoom” every time.
  • Efficient Task Completion - everything is compressed.  Price up front, don’t make them browse. Easyto Navigate
  • Keep everything legible, easy to read and let your images speak for themselves.
  • Has anyone smashed a phone in anger?
  • Be the customer, walk through the order process. How does it feel?
  • If your planning a site right now – what should you be thinking?

Transcript

  • 1. Mobile Ecommerceand the Wine Industry
  • 2. The Professional MeAndrew Kamphuis  SVP/CTO at WineDirect  President of Vin65  andrew@vin65.com  @andrewkamphuis  Cell: 707-666-5265
  • 3. The Real MeAndrew Kamphuis
  • 4. Mobile Ecommerceand the Wine Industry
  • 5. Mobile Ecommerce Globally
  • 6. http://assets.econsultancy.com/images/0001/7586/v2.02.png
  • 7. http://www.getelastic.com/wp-content/uploads/mcommerce-infographic.jpg
  • 8. http://www.lyonscg.com/ecommerce-solutions-blog/social-mobile-commerce/mobile-ecommerce- requires-a-strategy-not-a-reaction/
  • 9. http://www.mobilemarketer.com/cms/news/commerce/14279.html
  • 10. http://ecommerce-news.internetretailer.com/nav/cat2/mobilecommerce/cat1/technology/0
  • 11. http://www.katv.com/story/20176370/branding-brand-mobile-commerce-index-shows-black-friday-mobile-sales-up-128
  • 12. http://www.computerweekly.com/news/2240159836/M-commerce-sees-exponential-growth-of-356
  • 13. http://www.socialmarketingforum.net/wp-content/uploads/2012/08/M-commerce-is-set-to-soar.gif
  • 14. Mobile Ecommerce GrowthBlack Friday retail traffic from mobile devices: 2009 - 1% 2010 - 5.5% 2011 - 14.3% 2012 - 24% http://www.lukew.com/ff/entry.asp?1665
  • 15. Defining Mobile
  • 16. Does the device make it mobile?
  • 17. Does the device make it mobile?
  • 18. Does the device make it mobile?
  • 19. Does the situation make it mobile?
  • 20. Does the situation make it mobile?
  • 21. Does the situation make it mobile?
  • 22. Definition for this presentation only: It’s a phone – not a tablet, netbook, kindle, etc. It’s anywhere a phone is used.
  • 23. Mobile Ecommerce and Wine
  • 24. Vin65 Platform Traffic Nov 2012 17% 83% Vin65 Traffic over 700 winery websites. (Mobile does not include tablet).
  • 25. Nov 2012 Nov 2011 Vin65 Traffic over 700 winery websites. (Mobile does not include tablet).
  • 26. Vin65 Wine Sales Nov 2012 4% 96% Vin65 Traffic over 700 winery websites. (Mobile does not include tablet).
  • 27. Does a Mobile Site Make aDifference? Mobile sites generated 28% more wine sales in November compared to people who had to “pinch and zoom.”
  • 28. Vin65 Top 10 Wineries Mobile Sales60%50%40%30%20%10% 0% Vin65 Traffic over 700 winery websites. (Mobile as a percentage of total sales).
  • 29. 5 Ways to SellMore on Mobile Today
  • 30. 5 Ways to Sell More… User Experience 1
  • 31. 5 Ways to Sell More… User Experience
  • 32. 5 Ways to Sell More… User Experience 1
  • 33. 5 Ways to Sell More… User Experience 1
  • 34. 5 Ways to Sell More… User Experience 1
  • 35. 5 Ways to Sell More… User Experience 1
  • 36. 5 Ways to Sell More… User Experience 1
  • 37. 5 Ways to Sell More… User Experience 1
  • 38. 5 Ways to Sell More… User Experience
  • 39. 5 Ways to Sell More… User Experience 1
  • 40. 5 Ways to Sell More… User Experience 1
  • 41. 5 Ways to Sell More… User Experience 1
  • 42. 5 Ways to Sell More… User Experience 1
  • 43. 5 Ways to Sell More… Make it Seamless 2
  • 44. 5 Ways to Sell More… Make it Seamless  Don’t assume content is being opened on a desktop.  36% of email is viewed on mobile phone.  Content is tweeted, facebooked, and shared everywhere. http://www.marketingcharts.com/wp/direct/mobiles-share-of-email-opens-rises-to-36-in-h1-23236/
  • 45. 5 Ways to Sell More… Make it Seamless  Think about mobile every time you change your website.
  • 46. 5 Ways to Sell More… Keep it Simple and Focused 3
  • 47. 5 Ways to Sell More… Keep it Simple and Focused  Make it easy to navigate, lead your customers to complete the task.
  • 48. 5 Ways to Sell More… Keep it Simple and Focused  Don’t make them browse.  Show the important stuff.  Keep the price upfront.
  • 49. 5 Ways to Sell More… Keep it Simple and Focused  Keep content brief, use great imagery.  5 words – not sentences.
  • 50. 5 Ways to Sell More… Speed Matters 4
  • 51. 5 Ways to Sell More… Speed Matters  Users expect the same web-browsing experience on their phone as their computer.  Most people would wait 6 – 10 seconds before they abandon a page. http://blog.kissmetrics.com/loading-time/?wide=1
  • 52. 5 Ways to Sell More… Shop Your Own Site 5
  • 53. The Future ofMobile Ecommerce
  • 54. Responsive Design One design that “adapts” to the device it’s displayed on. Blend between mobile, tablet and web.
  • 55. Easier Payment / Faster Checkout Stored Information / Stored Credit Card Third Party Payment Systems are coming
  • 56. Shift to Mobile Email Marketing People are checking emails on their phone. Consumers will delete email that isn’t optimized for mobile.
  • 57. Multi-Screen Shopping People start browsing on their mobile phone, but then complete purchase on desktop/laptop.
  • 58. Questions?