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eCommerceNG "Maximize the Potential of Mobile Commerce" (3)
 

eCommerceNG "Maximize the Potential of Mobile Commerce" (3)

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This is the third and final presentation at eCommerce NG event "Maximize the potential of mobile commerce" which took place in Leeds on 19-Apr-2013. ...

This is the third and final presentation at eCommerce NG event "Maximize the potential of mobile commerce" which took place in Leeds on 19-Apr-2013.

This presentation was by Andrew Lee, Director at Reevoo.

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  • In terms of the agenda I am going to speak about consumer behaviour via mobile share with you a customer case study challenged with the omni-channel conundrum and finally look at the in-store solutions today.
  • 70% of people use smart phones while shopping today this is actually a Google statistic Google from their“The Mobile movement study”, 2011Our actual figures show it to be more like 45%.
  • Gartner on the other hand go further to say that mobile commerce will actually drive 6.5% of revenue by 2017 up from 1% in 2012.
  • With significant proportions of the population now owning either a smartphone or a tablet (or both), people are connected to the Internet all the time. Shoppers can use mobile devices to obtain information while, at home out and about or inside a store, to compare prices, to scan QR codes or NFC touchto view user reviews and even to make purchases. In the Google ZMOT Handbook they talk about device toggling, I have even found my self doing this whilst watching TV. In the last six months, the number of consumers who use mobiles as a shopping tools while in bricks-­‐ and-­‐mortar stores has increased twice as fast as usage elsewhere. There is a growing preference for using multiple channels simultaneously to get the desired information or the best deal.31%average increase in doing the activities listed above in-storevs.15% average increase in doing the activities listed above elsewhereMobile is a quickly rising channel that is becoming integral to the purchase journey; whether consumers make that final decision to purchase on a mobile, or prefer to buy in store does not change the fact that the mobile is increasingly part of the purchase journey.
  • At Reevoo, we have been tracking social content engagement rates (customer reviews and consumer conversations) across mobile devices (iphones, smartphones, ipads and tablets) for some months now, from both a content generation and engagement perspective.Looking at content generation across all Reevoo’s retailer and brand clients, today, 25% of consumers receiving post purchase requests to provide a review or answer a question via email choose to respond from their mobile device. In September 2011, the percentage of reviews submitted via mobile devices was just 8%. Over the past 18 months, that’s a growth of 212%. The percentage of reviews submitted and questions answered via mobile is only going to get larger and larger.
  • Then case study of Dixons Retail Group – PC World and Currys recognized that they must provide a seamless experience regardless of device so they set about launching a mobile enabled ecommerce platform. What we did at Revoo was make sure all the social engagement solutions we provide are fully responsive, sounds pretty tech but the word responsive is critical as it means the engagement solutions and content you are showing are optimized for each device.Lets have a look at those – by the way if you have a smart phone or tablet try it on your device.Then screen shot of mobile site ipadThen screen shot of phone device
  • On the PC world orCurrys sales floors, tablets can provide sales associates ability to enhance customers’ shopping experiences, by giving them on-the-spot access to everything from product information to photos and videos of the product in action.Reevoo responsive interface automatically resizes for different devices and prioritises content that matters most to the mobile user. Tables empower shoppers and sales staff alike.On the sales floor, tablets can provide sales associates ability to enhance customers’ shopping experiences, by giving them on-the-spot access to everything from product information to photos and videos of the product in action.Reevoo responsive interface automatically resizes for different devices and prioritises content that matters most to the mobile user.
  • Responsive design on a mobile
  • And We will soon be launching a trial with our “Everywhere” product which will see review scores on NFC price labels.
  • Today, 26% of consumers access customer reviews and consumer conversations on mobile devices for PCWorld and Currys. What’s more, the uplift on conversion rates is exactly the same across mobile devices and desktop/laptop, at x1.5. Clearly, mobile conversion rates are starting at a lower base.Consumers are not as comfortable yet with conducting transactions such as payments on their mobile phones.A key barrier to adoption, regardless of the age of the consumers surveyed, is their perception about the lack of security of payments made through the mobile phone.
  • Tesco has successfully piloted in-store reviews in one of its Tesco Phone Shop concept stores. Tesco is now in process of taking reviews into other stores.The store will continue to be the channel through which retailers receive the largest proportion of their revenue. when conducting cross-channel shopping, consumers are more likely to complete the final transaction in the store.
  • Digitaloffers significant opportunities to enhance the shopper experience With significant proportions of the population now owning either a smartphone or a tablet (or both), people are connected to the Internet all the time. Shoppers can use mobile devices to obtain information while out and about or inside a store, to compare prices, to scan QR codes, to view user reviews and even to make purchases. Customers do not think in channels. They simply want to shop with the retailer across all the retailer's channels and touchpoints in a seamless manner.Near Field Communication (NFC): This is a prototype solution from Reevoo of an in-store product card with a special NFC tag inside that transmits information about the product to the user’s phone. Users of NFC-enabled phones can check customer reviews and other product information to make an informed purchasing decision (without having to download any special apps). During 1H11, all the major smartphone OS vendors, with the notable exception of Apple, announced support for NFC by the end of 2011:Android: Samsung, HTC, LG, ZTE, HuaweiRIM: BlackBerry Bold and CurveSymbian: NokiaWindows Phone 7: NokiaIt’s believed that the next version of iPhone 5S/6 will include NFC and might be released as soon as June this year, making adoption of NFC more of a mass feature.1 in 5 smartphones will feature NFC in 2014’Juniper Research[CLICK ON THE PICTURE TO VIEW THE VIDEO DEMO]NFC penetration at the moment: 1-5%2) QR (Quick Response) codes: QR codes can be placed on products. QR codes can contain web site addresses, as well as a host of other information (ie phone numbers along with a SMS message). Mobile users who have download a standard QR scanner app on their mobile can access additional information (such as product description of reviews) by simply scanning the featured QR code.3) Barcode scanner. Barcodes simply contain unique product identifier.Mobile apps can feature barcode scanners of products for detailed descriptions, reviews, and availability at a nearby stores if 4) Digital kiosks and screens. Store visits can be enhanced with digital kiosks. These touch-based graphical interactive devices allow people to interact with content and information on their own or collaboratively with friends and family. We’ve made sure at Reevoo that we work with all these technologies. You might be sceptical about the QR codes. You as retailer have to make this decision.
  • Pitney Bowes completed a survey in across four major countries and found on average the that 15% of people with a smart phone have used QR codes.
  • One thing is for sure the devices will be enabled and it represents a great way for retailers to easily enhance the shopping experience.The next iPhone the 5S is supposed to be coming with NFC-enabled technology.The uses and creativity becomes endlessReviews MenusTechnical information Etc, etc, etcThe cost of NFC labeling is coming down sub less than 10 pence a label.And there are endless options I have seen beer mats that provide information on the beer how it is brewed and so on,
  • The emergence of graphic electronic labels from companies such as ZBD means you can present up-to-date dynamic pricing and promotions, together with consumer ratings to everyone who visits your store - not just smartphone users. ZBD e-labels are fully graphical so retailers can still integrate QR or bar code information into the label to enable smartphone users access more info on their mobiles.
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eCommerceNG "Maximize the Potential of Mobile Commerce" (3) eCommerceNG "Maximize the Potential of Mobile Commerce" (3) Presentation Transcript

  • sponsored bySite SearchMaximize the Potential of MobileCommerceeCommerce NGExcellence and innovation in e-commerce
  • Site Searchwww.colbenson.com@Colbenson | @eCommerceNG | #eCommerceNG
  • Reevoom-Commerce on the riseAndrew LeeReevoo twitter account22nd April 2013
  • • Consumer behaviour via mobile• Dixons Retail case study• In-store solutionsAgenda
  • Through 2017, mobile commerce is forecastto drive about 6.5% of the total revenuerising from its current contribution of only1.0%.Gartner predictsm-Commerce on the rise
  • How do consumers use mobile as a shopping and research tool?m-Commerce on the riseGMI Research, EU 2012
  • m-Commerce on the riseReview submission from Mobile
  • • Consumer behaviour via mobile• Dixons Retail case study• In-store solutions
  • Mobile-optimised experiencesDixons Retails case study
  • Dixons Retails case study
  • Dixons Retails case study
  • Results: Currys, PCWorld• 26% of consumers are accessing reviews on mobiledevices• 1.6x conversion uplift when reviews are read – the sameacross mobile devices and desktop/laptop• Mobile conversion rates are starting at a lower baseDixons Retails case study
  • • Consumer behaviour via mobile• Dixons Retail case study• In-store solutions
  • Consumer reviews in-storeof UK consumers find in-storereviews very or quite helpful.Tesco exit interview, 201178%Use case: Tesco Phone Shop
  • Easy access to informationGreater in-store experience with digital• QR codes• NFC• Bar codes• Digital kiosks
  • • 15% of people across the US, UK, France and Germany have used a QR code• 27% of 18-34 year olds have the technology.QR codesNew technology adoptionPitney Powes, 2012
  • • 50% of smartphones will have NFC by 2015 (Gartner, 2012)NFC is a long term opportunityEmerging technologies
  • ZBD – epaper for retailGreater in-store experience with digital
  • • Consumers are using mobile devices as part of their daily life• You must provide a consistent experience across all devices• All content including social content should be fully optimised acrossvarious devicesSummary
  • Questions?
  • sponsored bySite SearchMaximize the Potential of MobileCommerceeCommerce NGExcellence and innovation in e-commerce