The mobile retail opportunity November 2013

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Research from IMRG and Capgemini shows that 23% of all online sales in Q2 2013 came from mobile devices and of this proportion, tablet devices accounted for 85% of mobile sales with smartphones making up the remaining 15%.

In this half hour webinar on Tuesday 19th November at 10am, Mubaloo will be looking at the key areas of the retail opportunity in mobile, from shaping your in-store experiences and using analytics to respond to changing consumer behaviour, to making more sales through your mobile apps.

Talking through a number of case studies and market leading examples, we’ll look at the current capabilities and future opportunities, providing you with a wealth of ideas to move your mobile strategy to the next level.

Published in: Marketing, Technology, Business
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The mobile retail opportunity November 2013

  1. 1. THE MOBILE RETAIL OPPORTUNITY 19th November 2013 Tuesday, 19 November 2013
  2. 2. THE MOBILE RETAIL OPPORTUNITY 19th November 2013 Tuesday, 19 November 2013
  3. 3. WHO WE ARE Tuesday, 19 November 2013
  4. 4. OUR CLIENTS Finance Public Enterprise Retail Gaming Finance Tuesday, 19 November 2013 Insurance Logistics Telco IT Facilities Management Other
  5. 5. WHAT WE DO USER EXPERIENCE! MOBILE STRATEGY! IT INFRASTRUCTURE! APP & WEB DELIVERY! Operational Delivery! Tuesday, 19 November 2013 Tactical Solutions! Mobile Ecosystem! Strategic Consultancy!
  6. 6. THE MARKETPLACE Tuesday, 19 November 2013
  7. 7. MOBILE IS BOOMING & EXPECTATIONS ARE HIGH Tuesday, 19 November 2013
  8. 8. THE AUDIENCE Source: Adobe 2013 Tuesday, 19 November 2013
  9. 9. THE NUMBERS ARE GROWING Source: Adobe 2013 Tuesday, 19 November 2013
  10. 10. MEET YOUR USER’S EXPECTATIONS Tablet shoppers are more likely to purchase products (55%) Source: Adobe 2013 Tuesday, 19 November 2013 Smartphone shoppers more likely to use for product comparison (47%)
  11. 11. THE EVOLVING RETAIL JOURNEY Tuesday, 19 November 2013
  12. 12. EMBRACING THE CHANNEL Tuesday, 19 November 2013
  13. 13. EMBRACING THE CHANNEL Explore Mobile features & functions Personalisation Loyalty programmes Wish lists Joined up app & web experience Time based Location based Ease of purchase Store finder Browse & compare Tap & collect Quick purchase Barcode/QR Scan In-store WiFi Mobile payments Staff enablement Adding value Vouchering PUSH Tuesday, 19 November 2013 Gifting Purchase
  14. 14. EMBRACING THE CHANNEL Explore Mobile features & functions Personalisation Loyalty programmes Wish lists Joined up app & web experience Time based Location based Ease of purchase Store finder Browse & compare Tap & collect Quick purchase Barcode/QR Scan In-store WiFi Mobile payments Staff enablement Adding value Vouchering PUSH Tuesday, 19 November 2013 Gifting Purchase
  15. 15. EMBRACING MOBILE AS A NEW CHANNEL John Lewis Retail App • Facilitating a mobile shopping experience - at home and in store • Just under 50% of visits last Christmas from mobile devices • Encouraging in-store mobile use - in store WiFi & barcode scans for full product details/reviews • Mobile sales of big ticket items increasing including £7,000 TV • Could do better - purchasing experience Tuesday, 19 November 2013
  16. 16. DEVELOP THE IN STORE & MOBILE RELATIONSHIP • 33%* of smartphone owners compared competitor prices in store • Be transparent, encourage users to engage with the web in store by offering additional sales content or reviews • Facilitate mobile and offer a joined up experience between desktop & mobile • Give users a smooth app experience to purchase or reserve products Source: Vibes Mobile Consumer 2012 Tuesday, 19 November 2013
  17. 17. EMBRACING THE CHANNEL Explore Mobile features & functions Personalisation Loyalty programmes Wish lists Joined up app & web experience Time based Location based Ease of purchase Store finder Browse & compare Tap & collect Quick purchase Barcode/QR Scan In-store WiFi Mobile payments Staff enablement Adding value Vouchering PUSH Tuesday, 19 November 2013 Gifting Purchase
  18. 18. EMBRACING THE CHANNEL Explore Mobile features & functions Personalisation Loyalty programmes Wish lists Joined up app & web experience Time based Location based Ease of purchase Store finder Browse & compare Tap & collect Quick purchase Barcode/QR Scan In-store WiFi Mobile payments Staff enablement Adding value Vouchering PUSH Tuesday, 19 November 2013 Gifting Purchase
  19. 19. BUILDING BETTER CUSTOMER SERVICE Lowe’s Employee and customer apps • Employee apps allowing staff on the shop floor to check stock and key product info • Manager app allowing handling of administrative tasks • Staff iPhones encased in custom solution including bar code scanner, credit card reader and battery • Customer app with how-to videos, product prices and reviews, store locator & gifting Tuesday, 19 November 2013
  20. 20. MOBILITY IS ABOUT MORE THAN B2C APPS • 42%* of companies are considering apps for staff compared to 43% looking at apps for consumers • Think about how staff enablement can encourage sales • Improve the in-store experience through fluid interaction Source: Antenna Software 2012 Tuesday, 19 November 2013
  21. 21. EMBRACING THE CHANNEL Explore Mobile features & functions Personalisation Loyalty programmes Wish lists Joined up app & web experience Time based Location based Ease of purchase Store finder Browse & compare Tap & collect Quick purchase Barcode/QR Scan In-store WiFi Mobile payments Staff enablement Adding value Vouchering PUSH Tuesday, 19 November 2013 Gifting Purchase
  22. 22. EMBRACING THE CHANNEL Explore Mobile features & functions Personalisation Loyalty programmes Wish lists Joined up app & web experience Time based Location based Ease of purchase Store finder Browse & compare Tap & collect Quick purchase Barcode/QR Scan In-store WiFi Mobile payments Staff enablement Adding value Vouchering PUSH Tuesday, 19 November 2013 Gifting Purchase
  23. 23. USING PUSH TO TARGET USERS Victoria’s Secret Shopping app • Bespoke messaging to incentivise shopping online and in store • Using user behaviour to drive messaging • Review PUSH analytics to work out what is most effective • Could also combine behaviour with location to drive tailored messaging Tuesday, 19 November 2013
  24. 24. USE MOBILE AS YOUR NEW MESSAGING CHANNEL • Personalise offers based on what you know about the user • Use location to maximise results • Review analytics and tailor your messaging • Consider PUSH for delivering exclusive & personalised content (use of PUSH demonstrates 80% increased retention rate, 50% increased visits*) Source: Urban Airship 2013 Tuesday, 19 November 2013
  25. 25. EMBRACING THE CHANNEL Explore Mobile features & functions Personalisation Loyalty programmes Wish lists Joined up app & web experience Time based Location based Ease of purchase Store finder Browse & compare Tap & collect Quick purchase Barcode/QR Scan In-store WiFi Mobile payments Staff enablement Adding value Vouchering PUSH Tuesday, 19 November 2013 Gifting Purchase
  26. 26. EMBRACING THE CHANNEL Explore Mobile features & functions Personalisation Loyalty programmes Wish lists Joined up app & web experience Time based Location based Ease of purchase Store finder Browse & compare Tap & collect Quick purchase Barcode/QR Scan In-store WiFi Mobile payments Staff enablement Adding value Vouchering PUSH Tuesday, 19 November 2013 Gifting Purchase
  27. 27. LEADING MOBILE PAYMENTS & LOYALTY Starbucks Loyalty app • Tying together mobile payments & loyalty • Facilitating a smooth customer experience in store • 3 million mobile payments every week • 10 million active users Tuesday, 19 November 2013
  28. 28. ENCOURAGE A CLOSER RELATIONSHIP • Make your app key to your engagement with customers - mobile payments are a growing space • Users have an expectation of immediacy with mobile apps - consider payment options such as PingIt, Paddle and Paypal (there are more!) • Remember your app is a part of your customer’s experience of your brand, not just a campaign tool Tuesday, 19 November 2013
  29. 29. EMBRACING THE CHANNEL Explore Mobile features & functions Personalisation Loyalty programmes Wish lists Joined up app & web experience Time based Location based Ease of purchase Store finder Browse & compare Tap & collect Quick purchase Barcode/QR Scan In-store WiFi Mobile payments Staff enablement Adding value Vouchering PUSH Tuesday, 19 November 2013 Gifting Purchase
  30. 30. EMBRACING THE CHANNEL Explore Mobile features & functions Personalisation Loyalty programmes Wish lists Joined up app & web experience Time based Location based Ease of purchase Store finder Browse & compare Tap & collect Quick purchase Barcode/QR Scan In-store WiFi Mobile payments Staff enablement Adding value Vouchering PUSH Tuesday, 19 November 2013 Gifting Purchase
  31. 31. USING LOCATION FOR YOUR BENEFIT Meat Pack Guerilla geofencing app • Set up geofences around competitor stores • Any user with app entering store gets a notification • App starts with 100% discount and counts down 1% per second • Within 1 week - 600 shoppers stolen from competitors Tuesday, 19 November 2013
  32. 32. TAKE ADVANTAGE OF TIME & LOCATION • Time and location are the key things we have on mobile users we don’t have on desktop • Location is becoming more accurate with new technologies • Think about how buying habits change based on time and day • Capture users when they’re in hotspot locations • Don’t be afraid to engage users with something brand new and risqué! Tuesday, 19 November 2013
  33. 33. THE FUTURE Tuesday, 19 November 2013
  34. 34. NEW HARDWARE COULD CHANGE THE RETAIL EXPERIENCE Tuesday, 19 November 2013
  35. 35. MOBILE PAYMENTS WILL BECOME AN EXPECTATION Tuesday, 19 November 2013
  36. 36. LOCATION WILL BE EVEN MORE TARGETED 50m range Tuesday, 19 November 2013
  37. 37. WHERE TO START Tuesday, 19 November 2013
  38. 38. TOP TIPS 1. Remember mobile should play a part in all of your channels, it’s not a flash in the pan! 2. Be wary of creating a disjointed experience, maintain a company app strategy 3. Keep your ideas simple 4. Think about one subtle behaviour change you want to address & consider rapid prototyping 5. Remember performance is key - bad ratings will follow you forever! 6. Learns from user behaviour and respond Tuesday, 19 November 2013
  39. 39. CONTACT US Emma-Claire Pengelly Mobile Strategy Consultant emma.pengelly@mubaloo.com @emmaradio LONDON 85 Strand London WC2R 0DW +44 (0) 20 7125 0384 BRISTOL @Mubaloo /Mubaloo-Limited /MubalooLtd /Mubaloo Tuesday, 19 November 2013 Embassy House Queen’s Avenue Bristol BS8 1SB +44 (0) 117 973 3983

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