The Challenges and Choices Fashion
Brands face when going Mobile
Jonathan Setty, Sales Director, MoPowered PLC
1
Lancaster...
I love this slide…!
• 2008 – this is the year of mobile
• 2009 – THIS is the year of mobile
• 2010 – this IS the year of m...
Consumer adoption vs. Mobile Shopping lag
Population
Time
Mobile Adoption
Mobile Shopping
3
Challenges Facing Fashion Retailers – what to consider ?
4
• Key Challenge I – Checkout Abandonment : Monetising Mobile
• ...
5
The MoPowered PLC story
6
2007 2009 2012 2014+
120 customers
across mobile
web/apps/tabletDeveloped the
MoPowered
m-commerce
Platform
Additional i...
Partners with Leading e-commerce Technology Companies
7
120+ retailers on our platform
and over 50 more.
8
9
Key Challenge I – Monetising the Mobile Channel
• What am I looking to achieve for my fashion brand. Revenue Uplift? Cus...
10
Factors that affect success on Mobile
Speed/performance
Navigation
Checkout
• Page weight
• Image size
• Web technology...
Lots of ££ spent on branding & acquiring traffic…
Paid
Display
Paid Search
Affiliate
Sponsorship
Earned
SEO
WOM
Buzz
Viral...
12
Checkout abandonment is the biggest challenge
97%
Mobile
shopping
basket attrition
rates are
around 97%
13
Mobile Channel Business Case
Solving the Problem by Addressing the Issues
14
Every
100ms delay
costs
1%
of sales
• Turn frustrated browsers into happy ...
Streamlining Checkout – Fast. Light. Easy
Streamlining Checkout – Fast. Light. Easy
= £££
Challenge I - Summary
17
• Select a partner with demonstrable mobile experience with live “successful” sites
• Ensure any ...
18
The Mobile vs. App debate…
Key Challenge II – I want an App too…
Mobile vs. App
Not strictly an either or decision.
UserExperience
Cost & Time to Market
Mobile Web
RIM
iOS
Windows
Android...
Challenge II - Summary
20
• Use data to determine the outcome
» – your customers are your insights!
• Leverage off the exi...
Key Challenge III - Future-Proof your Fashion Brand
21
1
2
3
22
Key Challenge III - Future-Proof your Fashion Brand
If possible, leverage off the existing integration / mobile site wh...
NFC
Heartbeat
Service
Availability
QR Codes
Uptime
MI
Vouchers
Messaging
CMS
Data Access Layer
Business logic
HMTL renderi...
How times have changed…
24
And finally… would you ever wear this ??!
25
Holographic leather
reacts to sound. As
volume increases, it
begins to illumi...
Thank you…
Jonathan Setty
07798 886 526
Jonathan.setty@mopowered.co.uk
@sonjetty
26
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The Challenges and Choices Fashion Brands face when going Mobile

  1. 1. The Challenges and Choices Fashion Brands face when going Mobile Jonathan Setty, Sales Director, MoPowered PLC 1 Lancaster London Lancaster Terrace, London W2 2TY 8th April 2014
  2. 2. I love this slide…! • 2008 – this is the year of mobile • 2009 – THIS is the year of mobile • 2010 – this IS the year of mobile • 2011 – this is THE year of mobile • 2012 – this is the YEAR of mobile • 2013 – this is the year of MOBILE • 2014 – this is the year of mobile SHOPPING 2
  3. 3. Consumer adoption vs. Mobile Shopping lag Population Time Mobile Adoption Mobile Shopping 3
  4. 4. Challenges Facing Fashion Retailers – what to consider ? 4 • Key Challenge I – Checkout Abandonment : Monetising Mobile • Key Challenge II - Apps - “…but all the other stores have one” • Key Challenge III - Future proofing your fashion brand • Wearable tech - …would you wear this ?!
  5. 5. 5 The MoPowered PLC story
  6. 6. 6 2007 2009 2012 2014+ 120 customers across mobile web/apps/tabletDeveloped the MoPowered m-commerce Platform Additional in-App commerce functionalityPioneered Mobile Banking “MoBank” The MoPowered PLC story
  7. 7. Partners with Leading e-commerce Technology Companies 7
  8. 8. 120+ retailers on our platform and over 50 more. 8
  9. 9. 9 Key Challenge I – Monetising the Mobile Channel • What am I looking to achieve for my fashion brand. Revenue Uplift? Customer Experience? Engagement? • How do I demonstrate an ROI? • What do I need to address to achieve the above? In mobile, you need to rethink payment and provide the best user experience M-commerce is set to quadruple to 2017
  10. 10. 10 Factors that affect success on Mobile Speed/performance Navigation Checkout • Page weight • Image size • Web technology • Simple/mobile specific • Task driven • Quick/text light • Mobile payment options
  11. 11. Lots of ££ spent on branding & acquiring traffic… Paid Display Paid Search Affiliate Sponsorship Earned SEO WOM Buzz Viral Owned Websites Mobile Blogs Social Accounts ROI Traffic acquisition spend “For every £80 spent on acquisition only £1 is spent on conversion.” Forrester Research Low relevance and poor experience produces low: • Engagement • Conversion rates • Average order value • Retention 3% 11
  12. 12. 12 Checkout abandonment is the biggest challenge 97% Mobile shopping basket attrition rates are around 97%
  13. 13. 13 Mobile Channel Business Case
  14. 14. Solving the Problem by Addressing the Issues 14 Every 100ms delay costs 1% of sales • Turn frustrated browsers into happy buyers through speed and performance improvements • Develop navigation on mobile which is contextual and follows best practice • Tailor your checkout to the mobile experience “There’s a direct correlation between page load speed and conversion” Andy Harding (Executive Director, Multi Channel @ House of Fraser)
  15. 15. Streamlining Checkout – Fast. Light. Easy
  16. 16. Streamlining Checkout – Fast. Light. Easy = £££
  17. 17. Challenge I - Summary 17 • Select a partner with demonstrable mobile experience with live “successful” sites • Ensure any partner is willing to commit to an ROI based on conversion uplift • Ensure the cost of support and maintenance is in-line with an on-going ROI – no nasty surprises! Before Difficult to view, browse, checkout After Easy to shop and purchase
  18. 18. 18 The Mobile vs. App debate… Key Challenge II – I want an App too…
  19. 19. Mobile vs. App Not strictly an either or decision. UserExperience Cost & Time to Market Mobile Web RIM iOS Windows Android 19
  20. 20. Challenge II - Summary 20 • Use data to determine the outcome » – your customers are your insights! • Leverage off the existing integration / mobile site » Speed » Navigation » Checkout
  21. 21. Key Challenge III - Future-Proof your Fashion Brand 21 1 2 3
  22. 22. 22 Key Challenge III - Future-Proof your Fashion Brand If possible, leverage off the existing integration / mobile site when building for new devices
  23. 23. NFC Heartbeat Service Availability QR Codes Uptime MI Vouchers Messaging CMS Data Access Layer Business logic HMTL rendering/device API A truly modular architecture, delivers across devices CLIENT 23 iBeacon
  24. 24. How times have changed… 24
  25. 25. And finally… would you ever wear this ??! 25 Holographic leather reacts to sound. As volume increases, it begins to illuminate and make "visual music." The bathing suit reacts to light, with the centre panel turning into purple dots in the sun Eye-tracking technology, - move when someone is looking at them. When the garment is gazed at for a time, tiny motors move parts of it in patterns. They also glow. covered in photo- luminescent thread
  26. 26. Thank you… Jonathan Setty 07798 886 526 Jonathan.setty@mopowered.co.uk @sonjetty 26

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