eMarketer Webinar: Cashing In on Mobile Shopping

Presented by: Noah Elkin Principal Analyst #eMwebinar @noahelkin F E B R U A R Y 2 3, 2 0 1 2 Cashing In on Mobile Shopping What Marketers Need to Know About Coupons, Commerce and Payment Sponsored by:

Agenda
Keeping pace with consumers
Mobile shopping vs. buying
The shopping revolution will be mobilized
Mobile coupons: Paving the way to the last mile
The missing link: Mobile payments
Q & A

Keeping Pace with Consumers

Mobile is transforming every stage of the purchase funnel

Smart device adoption is driving the transformation Twitter: #eMwebinar

Growing demand for smartphones and tablets is a global phenomenon

Mobile and web are becoming more synonymous…

… as internet access from mobile devices expands

High daily web access among smartphone users is helping push mobile shopping into the mainstream

When it comes to shopping, tablets are more of a desktop substitute than a smartphone complement
Bottom line: Consumers view tablets as the better tool for researching product and pricing information prior to a store visit. Retailers report similar shopping behavior for tablets and PCs.

Browsers beat apps when it comes to mobile shopping via smartphones

Most major retailers have some mobile strategy.
91% of those surveyed by Shop.org and Forrester in May 2011 said they had a mobile strategy either in place or in development, up from 74% in 2010.
But development exists along a continuum.
29% had a mature strategy in the process of being refined.
28% were implementing or just starting to work on a mobile strategy.
34% said they were in the early stages of developing a strategy.
Retailers are working to meet the m-commerce challenge Twitter: #eMwebinar

M-commerce development among retailers has room for growth

Many retailers’ mobile initiatives remain in the planning stage

Retailers’ mobile presence varies widely by category…

… as do retailers’ m-commerce capabilities

Mobile Shopping vs. Buying

Mobile is more about shopping than buying… for now

Mobile buying will steadily increase, but purchase rates will still lag the desktop by a large margin Twitter: #eMwebinar

Mobile continues to develop as a vital retail sales channel

In-store shopping via smartphone is a relevant trend, but don’t forget a lot of the actual buying takes place at home

Regardless of where mobile buying occurs, m-commerce dollars will start to add up

Low-involvement, low-cost items predominate among mobile buyers

Gilt Groupe rides the flash sale wave using a device-agnostic strategy
“ A lot of companies are trying to figure out whether mobile revenue is incremental or if it cannibalizes their desktop revenue. I find that it doesn’t matter in the end. Our customers are demanding mobile options and they’re showing it with the revenue numbers. They want to shop wherever they are. They have a smartphone in their pocket all the time, so we need to be there. Otherwise, they’re going to go somewhere else.”
— Yon Feldman
Vice President, Mobile & Global Engineering
Gilt Groupe

The Shopping Revolution Will Be Mobilized

Mobile changes the path to purchase from a set of sequential activities… Twitter: #eMwebinar

… to activities performed concurrently, with a premium on context and location OR

Gathering information takes precedence for mobile shoppers

Use information to help drive in-market consumers to stores

Remember that in-store shoppers have heightened information needs…

… making the data retailers provide higher value and more actionable

Be prepared for increased competition from better-informed in-store shoppers and more aggressive web retailers

Mobile Coupons: Paving the Way to the Last Mile

But SMS is the preferred way to receive coupons among mobile users overall Twitter: #eMwebinar

Don’t underestimate the engagement potential and speed to market of SMS
“ Text messaging is about building a push relationship with the customer where you can send them back-and-forth messaging over and over again.”
— David Wachs, President, Cellit
“ The advantage with mobile is speed. We can send out a text alert with a mobile coupon and be in-market very, very quickly.”
— Chris Duncan, Vice President of Marketing, OfficeMax

QR codes can also be an effective trigger for mobile coupons

Deploying QR codes can take advantage of customers’ location and context
“ We are using QR codes on shelf tags to alert customers about available coupon offers. Customers scan the code with their web-enabled smartphones and download digital offers right to their Price Plus club card. QR technology allows us to engage our customers not only in the mobile space but at the store level as well.”
— Cheryl Williams
Vice President of Marketing
Wakefern Food Corp./ShopRite

Consider including coupons in local search listings to better reach in-store mobile shoppers

Tap into the power of location, but tread carefully around privacy and security concerns

The Missing Link: Mobile Payments

Forecasts agree on mobile payments growth but not on how much money is on the table $86.1B (2011) $556B (2016) $246B (2011) $670B (2015) Note: figures above are worldwide ©2011 eMarketer Inc. Twitter: #eMwebinar

Those most interested in mobile wallet technology fit the typical early adopter profile: young, male and upper-income

Privacy is a major concern all over the world when it comes to mobile payments

Adoption ultimately hinges on benefits, convenience and user experience
“ Our customers told us they want a faster and easier way to pay, and Starbucks mobile payment apps are the fastest way to pay. We deployed this program independent of carriers, handset manufacturers or payment companies so as many customers as possible can download and use the app.”
— Adam Brotman, VP and GM, Digital Ventures, Starbucks
“ The best way to get anyone to change their behavior is by making them feel good. Is paying with your cell phone ever going to make you feel like ‘This coffee is better because of the way I paid for it’? Probably not. We see the mobile payment opportunity as how do we enable people to find their friends, see what they’re doing, share purchases…and things of that nature.”
— Ben Milne, CEO, Dwolla

Be prepared: The last mile is always the longest, hardest…and most expensive

Kony Worldwide Headquarters 7380 W. Sand Lake Rd Suite. 390 Orlando, FL 32819 Tel: 1.321.293-5669 (KONY) Toll free: 1.800.323.9630 Fax: 1.650.645.2201 San Mateo Toronto New York Hyderabad Singapore Bangalore Atlanta Paris Cologne www.kony.com

Complete Secure Retail Solution
Fully Functional, pre-built Feature Set
Highly Brand-able
Social Media Integration
Configurable and Extensible
Integrated Push Notification of Offers
Full Channel Support
Native Mobile Devices
Mobile Web
Tablets
Kony Mobile Retail Reach All Your Customers

Q&A Session Cashing In on Mobile Shopping Sponsored by: Kony You will receive an email tomorrow with a link to view the deck and webinar recording. Noah Elkin
Recent Mobile Marketing Reports:
Mobile Coupons: Offers and Deals Light Up the Last Mile
Mobile Barcodes: Trends and Best Practices for Marketers
Mobile Travel Takes Off: Emerging Trends and Best Practices for Marketers
Smart and Getting Smarter: Key Mobile Device Trends for Marketers
Beyond the Check-In: Best Practices for Location-Based Marketing
Tablets: New Screens for Marketers
Mobile Advertising and Marketing: Past the Tipping Point
Learn more about mobile marketing with an eMarketer corporate subscription. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com

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eMarketer Webinar: Cashing In on Mobile Shopping Presentation Transcript