eMarketer Webinar: Cashing In on Mobile Shopping
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eMarketer Webinar: Cashing In on Mobile Shopping

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Join eMarketer Principal Analyst Noah Elkin as he shares insights on how advances in mobile coupons, commerce and payments are helping to mobilize the bottom of the purchase funnel.

Join eMarketer Principal Analyst Noah Elkin as he shares insights on how advances in mobile coupons, commerce and payments are helping to mobilize the bottom of the purchase funnel.

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eMarketer Webinar: Cashing In on Mobile Shopping eMarketer Webinar: Cashing In on Mobile Shopping Presentation Transcript

  • 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 View slide
  • Mobile is transforming every stage of the purchase funnel View slide
  • 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
  • Focus on location to the extent that it enables commerce, not status ©2011 eMarketer Inc.
  • 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
  • Empowering sales associates is one way to meet in-store shopping challenges ©2011 eMarketer Inc.
  • Mobile Coupons: Paving the Way to the Last Mile
  • Small coupon discounts add up to big money ©2011 eMarketer Inc.
  • Mobile coupons usage is modest but growing rapidly, driven by smartphone owners… ©2011 eMarketer Inc.
  • … particularly those smartphone owners shopping in-store ©2011 eMarketer Inc.
  • Think about your target audience: Smart device users prefer to receive coupons via email ©2011 eMarketer Inc.
  • 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
  • Smartphone and tablet users have a good comfort level with mobile payments ©2011 eMarketer Inc.
  • Frequent usage of mobile payments is common among those already sold on the idea ©2011 eMarketer Inc.
  • But for most consumers, the value proposition of mobile wallet services is not yet clear ©2011 eMarketer Inc.
  • 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