Taking a Mobile First Approach to Retail

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A look at some of the key considerations for retailers taking a mobile first strategy.

Accompanying notes and references can be found here: http://inspiral.info/?p=194

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  • Cell Towers by Rebecca Rothfus
  • THERE’S NO ESCAPING THE FACT THAT MOBILE IS HERE AS SMARTPHONE AND TABLET PENETRATION INCREASES.
  • MOBILE IS NOW TAKING THE LION’S SHARE OF GROWTH IN ECOMMERCE SALES WITH TABLETS PERFORMING STRONGLY AND SALES FROM SMARTPHONES GROWING PARTICULARLY FAST.
    Tipping point reached in e-Retail, as mobile now accounts for all online growth, IMRG, 2013, http://www.imrg.org/index.php?catalog=186
  • WHILST SALES ARE ON THE INCREASE, IT’S ALSO IMPORTANT TO LOOK AT MOBILE AS AN IMPORTANT CONTRIBUTOR TO OFFLINE AND ONLINE SALES.
    The growing influence of mobile in store, Deloitte, 2013, http://www.deloitte.com/view/en_GB/uk/industries/consumer-business/mobile-influence/index.htm
  • I’VE TAKEN A BROADER VIEW OF MOBILE FIRST, LOOKING AT HOW RETAILERS CAN BETTER ENABLE THEIR OFFERING TO MOBILE AND TABLET USERS. ITS IMPORTANT TO NOTE THAT RETAIL SECTOR IS NOT HOMOGENOUS AND DIFFERENT STRATEGIES ARE GOING TO WORK BETTER FOR DIFFERENT PARTS OF THE INDUSTRY.
    I’VE BROKEN DOWN WHAT I SEE AS THE KEY ELEMENTS OF MOBILE FIRST IN RETAIL TO FIVE PARTS ALTHOUGH THERE IS SOME CROSSOVER BETWEEN THESE.
  • MOBILE AND TABLET DEVICES ARE GETTING MORE AND MORE CAPABLE, BUT THEIR FORM FACTOR PROVIDE SOME LIMITATIONS. AMONG THESE ARE A MORE LIMITED KEYBOARD, SMALLER SCREEN SIZE AND LESS POWERFUL PROCESSOR. THIS RAISES THE NEED FOR A DIGITAL PRESENCE THAT’S BUILT WITH THESE CONSTRAINTS IN MIND.
    ON TOP OF THIS, FURTHER IMPETUS IS DRIVEN BY GOOGLE’S SEARCH OPTIMISATION POLICY WHICH IS PENALISING WEBSITES WITH SLOW MOBILE LOAD TIMES.
    2014: the mobile SEO timebomb, Econsultancy, http://econsultancy.com/blog/63962-2014-the-mobile-seo-timebomb
  • DESPITE MOBILE DEVICES’ TECHNICAL LIMITATIONS, CONSUMERS EXPECT THEIR MOBILE DEVICES TO DELIVER A SIMILAR LEVEL OF PERFORMANCE TO THEIR DESKTOP EQUIVALENT.
    The World Has Gone Multi-Screen, Google, 2013, http://ssl.gstatic.com/intl/ALL_uk/think/docs/the-world-has-gone-multi-screen_research-studies.pdf
  • THE DIFFERENT FORMATS OF MOBILES, TABLETS AND PCs PROVIDE DIFFERENT OPTIMUM USE CASES .
    THE MOBILE SCREEN IS GREAT FOR SNACK SIZED CONTENT. TABLET SCREEN IS A MORE LEAN BACK MEDIUM WHICH IS GREAT FOR CONSUMING MEDIA. PCS ON THE OTHER HAND ARE OFTEN DESCRIBED AS LEAN FORWARD MEDIUM WHERE THE USER IS BETTER ORIENTATED TO INTERACTING WITH CONTENT.
    BUT FOR MOBILE DEVICES, ITS NOT ALL ABOUT LIMITATIONS AS THEY’RE INCREASINGLY LOADED WITH A RANGE OF SENSORS WHICH GIVES THEM CAPABILITIES NOT PROVIDED BY YOUR PC.
    THERE IS A REAL NEED FOR DIGITAL RESOURCES TO BE DESIGNED IN A WAY THAT REFLECTS THESE DIFFERENCES.
    From Smartphones to Tablets – The Changing Landscape, immobi http://www.inmobi.com/blog/2013/07/04/from-smartphones-to-tablets-the-changing-landscape/
  • MOBILE FIRST ASKS DESIGNERS TO ENSURE THAT THEIR DESIGNS WILL WORK WITHIN THESE CONSTRAINTS AND NOT SIMPLY PROVIDE A LESSER EXPERIENCE.
    THIS HAS SEEN THE GROWTH OF ADAPTIVE AND RESPONSIVE WEB DESIGN AND….
  • THE EMERGENCE OF CARD BASED USER DESIGN FORMATS ALL OF WHICH LOOK TO ADAPT READILY TO THE DIFFERENT DEVICES FORM FACTORS.
    DESIGNING FOR MOBILE ALSO MEANS LEGIBLE TYPOGRAPHY, CONTENT THAT RENDERS IN BOTH PORTRAIT AND LANDSCAPE, CONCISE CONTENT, AVOIDANCE OF PLUGINS SUCH AS FLASH, CLICK TO CALL FUNCTIONALITY, AND THE MINIMISING OF USER TEXT INPUT.
    Why cards are the future of the web, Intercom, http://insideintercom.io/why-cards-are-the-future-of-the-web/
  • IT’S ALSO IMPORTANT TO REMEMBER IT’S NOT SIMPLY ABOUT THE VISUAL APPEARANCE BUT ALSO ENSURING THAT CONSUMERS HAVE AN EASY WAY TO NAVIGATE TO WHERE THEY WANT. THIS MEANS A USER EXPERIENCE DESIGNED FOR NAVIGATING BY TOUCH AND META DATA DESIGNED TO ENABLE THE MOBILE SEARCHER TO QUICKLY GET FROM A TO B
    The Mobile Playbook, Google, 2013 http://www.themobileplaybook.com/uk/#/4_2
  • THE CONSTRAINTS OF MOBILE DEVICES ALSO MAKE PAYMENTS MORE DIFFICULT THAN ON YOUR TYPICAL PC. SO ITS WELL WORTH GIVING THOUGHT TO SERVICES SUCH AS AMAZON’S PAYMENTS WHICH REDUCE THE OBSTACLES TO PURCHASE FOR MOBILE USERS.
    WE’RE ALSO BEGINNING TO SEE NEW MODELS OF PAYMENTS EMERGE WITH INITIATIVES SUCH AS STARBUCKS’ TWEET A COFFEE AND THE USE OF MOBILE MESSAGING PLATFORMS TO MAKE PAYMENTS.
    The future of mobile payments, Medium, https://medium.com/todays-tech/9818415f132a
    2014: the year of ‘Buy with Google’? Econsultancy http://econsultancy.com/blog/64069-2014-the-year-of-buy-with-google?
    Hugo Barra, Vice President, Xiaomi Global & Loic Le Meur, LeWeb, http://www.youtube.com/watch?v=mZsvJUa9FpI#t=42
    Social commerce, the influence of China and other tech trends for Southeast Asia in 2014, TheNextWeb, http://thenextweb.com/asia/2014/01/03/5-tech-trends-southeast-asia-2014/
  • IT’S ALSO IMPORTANT TO CONSIDER NATIVE APPS. THESE TYPICALLY ENABLE A GREATER DEGREE OF PERSONALISATION, CAN MAKE BETTER USE OF PHONES NATIVE FUNCTIONALITY, CAN BE USED OFFLINE AND ARE TYPICALLY QUICKER TO START UP.
    Ocado on the Go, http://www.ocado.com/theocadoway/award-winning%20service/ocadoOnTheGo.html
  • MOBILE APPS ALSO PROVIDE A MEANS OF GETTING CONSUMERS TO ENGAGE WITH YOUR BRAND OUTSIDE OF JUST THE PURCHASE PROCESS. CONTENT THAT INFORMS AND OR ENTERTAINS HAS THE OPPORTUNITY TO PUT MULTIPLE SHOP WINDOWS IN FRONT OF THE CONSUMER. EXAMPLES OF THESE INCLUDE TESCO’S MEAL PLANNER OR FOR A MORE LIGHT HEARTED APPROACH, AMERICAN RETAILER HOME DEPOT’S MOBILE GAME.
    IT’S IMPORTANT TO STRESS GIVEN THE INCREASINGLY CROWDED NATURE OF THE APP ECOSYSTEM, YOU CANNOT ADOPT A BUILD AND THEY WILL COME APPROACH.
    Tesco Food, iTunes, https://itunes.apple.com/gb/app/tesco-food/id409359403?mt=8
    Corso's Cornhole Challenge, Home Depot, iTunes, https://itunes.apple.com/us/app/corsos-cornhole-challenge/id566320790?mt=8
    Home Depot tackles mobile gaming to score sales, Mobile Commerce Daily, http://www.mobilecommercedaily.com/home-depot-tries-to-differentiate-mcommerce-strategy-with-gaming
  • CONSUMERS ARE FACED WITH AN ENDLESS ARRAY OF CHOICES, SO THE CONTENT NEEDS TO BE COMPELLING AND THE APP NEED TO WORK WELL OR THEY WILL SIMPLY GO ELSEWHERE.
    ANY MOBILE APP DEVELOPED NEEDS TO BE PROMOTED AS ITS RARE FOR A RESOURCE TO GO VIRAL WITHOUT A BIT OF A FOOT UP.
    MOBILE APP BASED STRATEGY IS NOT WITHOUT ITS HURDLES GIVEN THAT DEVELOPMENT IS PLATFORM SPECIFIC LEADING TO THE EXCLUSION OF USERS ON OTHER PLATFORMS.
    AS AN EXAMPLE, ANDROID HAS THE GREATER PENETRATION IN THE UK BUT RESEARCH POINTS TO IOS USERS MAKING GREATER USE OF THEIR DEVICES’ FUNCTIONALITY INCLUDING SPENDING MORE ONLINE. THERE’S ALSO EVIDENCE THAT POINTS TO DIFFERENT AUDIENCE PROFILES FOR THE DIFFERENT MOBILE PLATFORMS.
    FINALLY, ANDROID HAS A MORE FRAGMENTED ENVIRONMENT WITH A MUCH WIDER RANGE OF DEVICES AND OPERATING SYSTEMS, COMPLICATING ANY APP ROLL OUT.
    Android and iOS Demographics In The US, AVC, 2013, http://www.avc.com/a_vc/2013/11/android-and-ios-demographics-in-the-us.html
    Alert: Mobile Traffic and Sales Surge on Christmas Day 2013, IBM, http://www-01.ibm.com/software/marketing-solutions/benchmark-hub/dec26.html
    Building Android first, Kidogo, http://christinacacioppo.com/blog/building-android-first
    App Store Distribution, Apple, https://developer.apple.com/support/appstore/
    Dashboards, Android, http://developer.android.com/about/dashboards/index.html?
    The horrible state of Android fragmentation, iDownloadBlog, http://www.idownloadblog.com/2013/07/30/the-terrible-state-of-android-fragmentation/
  • WHILST THE MAJORITY OF SOCIAL NETWORKS FUNCTION ON PCS, ITS OFTEN ON MOBILES AND TABLETS WHERE THEY COME INTO THEIR OWN PARTICULARLY WHEN IT COMES TO THE SHARING OF CONTENT AND ITS ON THESE DEVICES WE’RE SEEING THE STRONGEST GROWTH.
    Mobile users are nearly twice as likely to share content on social networks as desktop users, Social Media Marketing: The ROI is not MIA, Mobile Marketing Watch http://www.mobilemarketingwatch.com/social-media-marketing-the-roi-is-not-mia-36691/
    Facebook’s Monthly Active Users Up 23% to 1.11B; Daily Users Up 26% To 665M; Mobile MAUs Up 54% To 751M, TechCrunch, 2013, http://techcrunch.com/2013/05/01/facebook-sees-26-year-over-year-growth-in-daus-23-in-maus-mobile-54/
  • THIS RAISES THE NEED TO OPTIMISE SOCIAL CHANNELS FOR MOBILE USERS.
    WHILST MANY OF THE PRINCIPLES REMAIN THE SAME AS FOR DESKTOP, THERE IS EVEN GREATER EMPHASIS ON BREVITY OF CONTENT AND THE USE OF STRONG IMAGERY TO CATCH THE EYE OF USERS.
    Social Media Marketing: The ROI is not MIA, Mobile Marketing Watch http://www.mobilemarketingwatch.com/social-media-marketing-the-roi-is-not-mia-36691/
    UK retailers make a splash on Twitter as Christmas nears, Twitter Advertising Blog, 2013, https://blog.twitter.com/2013/uk-retailers-make-a-splash-on-twitter-as-christmas-nears
    See yourself in Times Sq. on #NYE! Twitter, https://twitter.com/MasterCard/status/416657951428857856
    What You Need To Know About Facebook Mobile Ads, Entrepreneur, 2013, http://www.entrepreneur.com/article/225564
  • INSTAGRAM, VINE AND SNAPCHAT ARE BUILT ON MOBILE FIRST PRINCIPLES AND PROVIDE GREAT OPPORTUNITIES TO REACH CONSUMERS IN A WAY THAT TAKES BEST ADVANTAGE OF THE LIMITED SCREEN SPACE OF THE MOBILE PHONE WITH PAID AND EARNED MEDIA CAMPAIGNS.
    Are mobile social ads overhyped? Mobile Marketer, 2013 http://www.mobilemarketer.com/cms/news/social-networks/16842.html
    Levi’s saw 24 point lift in recall with Instagram paid promotion and reached 7.4 million consumers
    Co-op claims retail 'first' with Snapchat campaign, Marketing, http://www.marketingmagazine.co.uk/article/1209564/co-op-claims-retail-first-snapchat-campaign
    Nordstrom: Vine on Vine, Brands on Vine 2013 http://blog.brandsonvine.com/post/44879438733/nordstrom-vine-on-vine
  • PINTEREST HAS BEEN A POWERFUL GENERATOR OF RETAIL TRAFFIC WITH THE PLATFORM OFFERING A STRONG MOBILE PRESENCE. DRIVING TRAFFIC TO PINTEREST PROVIDES A GREAT MEANS OF INCREASING CONSUMER ENGAGEMENT WITH RETAILERS BRAND AND POTENTIALLY TO PURCHASE.
    ITS ALSO IMPORTANT TO CONSIDER OTHER OPPORTUNITIES IN THE SOCIAL SPACE WITH POLYVORE IN PARTICULAR STANDING OUT WITH ITS ABILITY TO GENERATE SALES TRAFFIC.
    Pinterest content is shared nearly 3x more often on mobile than desktop, Social Media Marketing: The ROI is not MIA, Mobile Marketing Watch http://www.mobilemarketingwatch.com/social-media-marketing-the-roi-is-not-mia-36691/
    One social network you’ve never heard of drives 20% of all social commerce, VentureBeat, 2013 , http://venturebeat.com/2013/11/20/one-social-network-youve-never-heard-of-drives-20-of-all-social-commerce/#vb-gallery:1:863165
    New iPad and iPhone Updates: Collections, Shop on iPad and More, Polyvore Blog, http://blog.polyvore.com/2013/12/new-ipad-and-iphone-updates-collections.html
  • DESPITE THE GROWING PENETRATION OF MOBILE AND TABLETS, THE MEDIA WORLD HAS STILL TO ADJUST THEIR SPEND TO REFLECT THIS CHANGE.
    AT A BASIC LEVEL ADDING THE USE OF MOBILE MEDIA IN CONJUNCTION WITH TRADITIONAL ADVERTISING BRINGS AN INCREMENTAL LIFT IN MARKETING CAMPAIGNS.
    Study: Mobile Video Ads Complement TV Campaigns, AdColony, http://www.slideshare.net/AdColony/adcolony-nielsen
  • BUT WHERE THE CONCEPT OF CROSS MEDIA ACTIVITY REALLY COMES INTO ITS OWN IS WHERE DIFFERENT MEDIA ARE USED TOGETHER, INCREASING CONSUMERS’ ENGAGEMENT WITH THE MESSAGE.
    The World Has Gone Multi-Screen, Google, 2013, http://ssl.gstatic.com/intl/ALL_uk/think/docs/the-world-has-gone-multi-screen_research-studies.pdf
  • A GOOD EXAMPLE OF THIS IS THE USE OF AUGMENTED REALITY APPS, BRINGING TRADITIONAL STATIC MEDIA TO LIFE AND PROVIDING A RESPONSE CHANNEL FOR CONSUMERS.
    Tesco Homeplus ‘Virtual Supermarket’, Streething, 2011, http://streething.com/news/lifestyle/2176/tesco-homeplus-virtual-supermarket/
    Layar Creator brings interactive augmented reality to print media, The Verge, 2012, http://www.theverge.com/2012/6/5/3065482/layar-creator-augmented-reality-print-media
    Track My Macca, Protein, 2013 https://www.prote.in/en/feed/2013/01/track-my-macca
  • WE ARE ALSO SEEING THE INTEGRATION OF MOBILE FUNCTIONALITY INTO TELEVISION ADVERTISING THAT GOES WELL BEYOND SIMPLY PROVIDING A URL OR HASHTAG.
    TWITTER NOW PROVIDES THE OPPORTUNITY TO TARGET ADVERTISING AT TWITTER USERS WHO HAVE IDENTIFIED THEMSELVES AS WATCHING PROGRAMMES, KIA IS ASKING USERS TO PLAY TENNIS AGAINST THEIR TELEVISION AND MOBILE APP SHAZAM IS BEING USED AS A RESPONSE CHANNEL FOR VIEWERS. WE’RE LIKELY TO SEE A WHOLE LOT MORE OF THESE INITIATIVES GOING FORWARD.
    TV conversation targeting launches in the UK and US: Coming soon to Brazil, Canada, France, and Spain, Twitter Advertising Blog, 2013, https://blog.twitter.com/2013/tv-conversation-targeting-launches-in-the-uk-and-us-coming-soon-to-brazil-canada-france-and
    Kia Game On Tennis, Google Play, https://play.google.com/store/apps/details?id=com.mnetmobile.kia.ao2014
    Expedia drives mobile bookings via TV campaign, trip-a-day giveaway, Mobile Commerce Daily, 2013, http://www.mobilecommercedaily.com/expedia-drives-mobile-bookings-via-tv-campaign-trip-a-day-giveaway
  • WHERE IT GETS REALLY EXCITING IS WHEN DIFFERENT DIGITAL SCREENS ARE COMBINED, CREATING A RICHER MORE INTERACTIVE EXPERIENCE. ORANGE HAD A GO AT THIS WITH IT’S HELLO 2014 CAMPAIGN THAT RAN OVER NYE.
    THIS MULTISCREENING APPROACHES OFFER REAL POTENTIAL BUT DOESN’T COME WITHOUT ITS OWN PROBLEMS.
    THE VARIED NATURE OF MOBILE DEVICES BRINGS TECHNICAL CHALLENGES, ALTHOUGH THE RISE OF HTML5, WebGL AND OTHER TECHNOLOGIES ARE PROVING IMPORTANT ENABLERS. MORE GENERALLY DIFFERENT MEDIA PLATFORMS HAVE BEEN DEVELOPED ON DIFFERENT PRINCIPLES AND CROSS MEDIA CAMPAIGNS ARE REQUIRING THE DEVELOPMENT OF COMMON FRAMEWORKS.
    hello 2014, Orange, http://hello.2014.orange.com/en
    Orange Rings in the New Year with a Dual-Screen Experience, Counsel, http://www.lowecounsel.com/blog/2014/01/orange-rings-new-year-dual-screen-experience
  • ONE OF THE KEY DIFFERENTIATORS OF MOBILE IS ITS PORTABILITY, RAISING PLACE AS AN IMPORTANT VARIABLE. LOCATION BASED SERVICES PROVIDE RETAILERS WITH THE OPPORTUNITY TO HELP GET CONSUMER INTO PHYSICAL STORES AND KEEP THEM RETURNING.
    TO PUT THIS IN PERSPECTIVE 57% OF SMARTPHONE USERS LOOK FOR INFORMATION AT LEAST ONCE A WEEK AND 25% OF SMARTPHONE USERS LOOK FOR LOCAL INFORMATION DAILY.
    Google statistics quoted in Optimizing Your Local Presence for Mobile Search (and vice versa!), Distilled, https://www.distilled.net/blog/mobile/optimizing-your-local-presence-for-mobile-search-and-vice-versa/
  • RETAILERS NEED TO ENSURE THEIR PHYSICAL STORES ARE FINDABLE, WITH LOCATIONS IN ONLINE MAP SERVICES, RETAILERS OWN MOBILE PROPERTIES AND LOCATION BASED SERVICES SUCH AS FOURSQUARE AND FACEBOOK MOBILE.
    Attract new customers with local ads on the Google Maps app, Inside AdWords, 2013, http://adwords.blogspot.co.uk/2013/08/attract-new-customers-with-local-ads-on.html
    Tesco Groceries, iTunes, https://itunes.apple.com/gb/app/tesco/id389581236?mt=8
  • BUILDING ON THE EARLIER LOCATION BASED SERVICES IS THE FINDING OF PRODUCTS, SERVICES AND INFORMATION INSTORE USING THIRD PARTY RESOURCES SUCH AS GOOGLE MAPS OR VIA OWNED MEDIA.
    Let indoor Google Maps be your guide this holiday shopping season, Google Maps, 2012, http://google-latlong.blogspot.co.uk/2012/11/let-indoor-google-maps-be-your-guide.html
    Lowe’s personalizes mobile shopping via in-store app features, Mobile Commerce Dail,y, 2013 http://www.mobilecommercedaily.com/lowe%E2%80%99s-personalizes-mobile-shopping-via-in-store-app-features
  • ITS ALSO WORTH ENCOURAGING CUSTOMERS TO CHECK IN VIA FOURSQUARE AND FACEBOOK, PROVIDING THE RETAILER WITH FREE PUBLICITY ACROSS THE CONSUMER’S SOCIAL NETWORKS.
    LOCATION BASED MARKETING IS SEEN BY MANY AS A GODSEND, OFFERING THE OPPORTUNITY TO REACH CONSUMERS WHEN IT TAKES THEM THE LEAST EFFORT TO PURCHASE. THE PROBLEM IS THAT CLOSE PROXIMITY ALONE IS NOT NECESSARILY A GOOD INDICATOR OF WHETHER THE CONSUMER WOULD MAKE A GOOD PROSPECT. THE BEST RESULTS COME WHEN LOCATION IS PAIRED UP WITH OTHER VARIABLES TO GIVE A ROBUST MEANS OF TARGETING CONSUMERS. WE ALSO NEED TO BE ACUTELY AWARE OF OVERLOADING CONSUMERS WITH MARKETING MESSAGES WHICH COULD LEAD TO THEIR ABANDONMENT OF THIS CHANNEL.
    Powerful yet simple to use, Foursquare for Business, http://business.foursquare.com/howadswork
  • MOBILE IS COMING TO PLAY A SIGNIFICANT ROLE IN THE INSTORE RETAIL ENVIRONMENT.
    The growing influence of mobile in store, Deloitte, 2013, http://www.deloitte.com/view/en_GB/uk/industries/consumer-business/mobile-influence/index.htm
  • MOBILE APPS LIKE AMAZON’S PRICE CHECK HAVE RAISED THE SPECTRE OF SHOWROOMING, AS ECOMMERCE OPERATORS AIM TO TURN BRICKS AND MORTAR SHOPS INTO THE DISPLAY STANDS FOR THEIR OWN OPERATIONS.
    AND THERE IS PLENTY OF EVIDENCE TO SUPPORT CONSUMERS USING THEIR MOBILES TO CHECK PRICES.
    The Mobile Playbook, Google, 2013 http://www.themobileplaybook.com/uk/#/1_3
  • BUT INTERNATIONAL RESEARCH BY THE COLUMBIA BUSINESS SCHOOL POINTS TO CONSUMERS ENGAGING IN A BROAD RANGE OF ACTIVITIES INSTORE AND ITS NOT SIMPLY A CASE OF TRY THERE AND BUY ELSEWHERE.
    Showrooming and the Rise of the Mobile-Assisted Shopper, Columbia Business School, 2013, https://www4.gsb.columbia.edu/filemgr?file_id=7313935
  • THE USE OF INSTORE MAPS PROVIDES A MEANS OF GETTING CONSUMERS TO YOUR GOODS AND SERVICES, BUT WHERE SMARTPHONES REALLY COME INTO THEIR OWN IS ENRICHING THE RETAIL ENVIRONMENT. THIS HAS TRADITIONALLY REQUIRED THE SOMETIMES CLUMSY PROCESS OF SCANNING QR CODES BUT NFC AND BLUETOOTH LOW ENERGY BEACONS ARE PROVIDING A MORE SEAMLESS EXPERIENCE FOR MOBILE USERS.
    THIS PROVIDES SMARTPHONE USERS WITH THE OPPORTUNITY TO FIND OUT FURTHER INFORMATION ABOUT THE STORE, ITS PRODUCTS AND SERVICES. LIKE AN AMAZON USER, AN INSTORE SHOPPER HAS THE POTENTIAL TO PULL DOWN CONSUMER AND EXPERT REVIEWS, PRODUCT DEMONSTRATION VIDEOS AND COMPARISONS WHILST KEEPING CUSTOMERS WITHIN THE RETAILER’S DIGITAL AND PHYSICAL ENVIRONMENT.
    Apple’s iBeacon and NFC, DigitalLab, 2013, http://digitallabblog.com/digital-lab-blog/apples-ibeacon-and-nfc/
  • WE ARE ALSO SEEING SMARTPHONES USED TO DELIVER OFFERS, PROMOTIONS AND REWARDS. A LOT OF NOISE IS CURRENTLY BEING MADE ABOUT THE INTRODUCTION OF BEACON BASED PROGRAMMES ENABLING USERS TO RECEIVE LOCATION SPECIFIC DEALS, DISCOUNTS AND RECOMMENDATIONS.
    What is shopBeacon? shopkick http://www.shopkick.com/shopbeacon
    Cartwheel by Target http://cartwheel.target.com/
    Macy's Dips Toes in Brave New Marketing World, TechNewsWorld, http://www.technewsworld.com/story/Macys-Dips-Toes-in-Brave-New-Marketing-World-79493.html
  • MOBILE PAYMENTS IS ANOTHER AREA WE ARE SEEING SIGNIFICANT CHANGE, OFFERING CONSUMERS AN EASIER WAY TO PURCHASE INSTORE WHILST AVOIDING UNNECESSARY QUEUES.
    THERE ARE A RANGE OF SOLUTIONS CURRENTLY ON OFFER, WITH MOBILE PAYMENT PROVIDERS SUCH AS GOOGLE WALLET, PAYPAL, MASTERPASS AND SQUARE BUT ITS IN THE AREA OF RETAILER SPECIFIC SOLUTIONS THAT WE’RE SEEING THE GREATEST SUCCESS.
    WHEN CONSIDERING MOBILE PAYMENTS AND BEACON BASED INITIATIVES, ITS ALSO IMPORTANT TO THINK ABOUT HOW ANY INSTORE PROMOTIONS WILL BE INTEGRATED WITH A RETAILER’S LOYALTY PROGRAMMES AND DISCOUNTING CAMPAIGNS WHICH ARE ALSO INCREASINGLY MOBILE ENABLED.
    LIKE THE USE OF INSTORE BEACONS, MOBILE PAYMENTS IS VERY MUCH A NASCENT FIELD WHICH WE’RE SEEING A RAPID EVOLUTION OF BEST PRACTICE.
    Apple Store, iTunes, https://itunes.apple.com/gb/app/apple-store/id375380948?mt=8
    KFC’s Mobile Shopping App sees 90pc of users placing orders via mobile, Mobile Commerce Daily, 2013, http://www.mobilecommercedaily.com/kfc-sees-90pc-of-app-users-placing-orders-via-mobile
    KFC Fasttrack, iTunes https://itunes.apple.com/gb/app/kfc-fasttrack/id604869919?mt=8
    Walmart, iTunes, https://itunes.apple.com/en/app/walmart/id338137227?mt=8
    2014: the year of ‘Buy with Google’? Econsultancy, http://econsultancy.com/blog/64069-2014-the-year-of-buy-with-google?
    I’m Still Waiting for My Phone to Become My Wallet, New York Times, http://www.nytimes.com/2013/07/28/technology/im-still-waiting-for-my-phone-to-become-my-wallet.html?_r=0
    Target leverages Facebook to bolster downloads for new mobile deals app, Mobile Commerce Daily, http://www.mobilecommercedaily.com/target-leverages-facebook-to-bolster-downloads-for-new-mobile-deals-app
  • THE ABOVE QUOTE FROM THE NEW YORK TIMES PAINTS A RATHER UNWELCOMING PICTURE FOR THE BRICKS AND MORTAR RETAILER, BUT IT’S NOT ALL BAD. MOBILE HAS THE REAL POTENTIAL TO STRENGTHEN THE HAND OF RETAILERS WITH A PHYSICAL PRESENCE. A MORE POSITIVE NOTE WAS RECENTLY SUNG BY IBM WHO HAVE TOUTED BUYING LOCAL AS ONE OF THE KEY FORECASTED TRENDS OVER THE NEXT FIVE YEARS DRIVEN BY THE OPPORTUNITIES OF A MORE DIGITALLY ENRICHED SHOPPING EXPERIENCE.
    eBay’s Strategy for Taking On Amazon, New York Times http://mobile.nytimes.com/2013/12/22/magazine/ebays-strategy-for-taking-on-amazon.html
    Buying local will beat online, IBM, http://www.research.ibm.com/cognitive-computing/machine-learning-applications/retail-stores.shtml
  • Taking a Mobile First Approach to Retail

    1. 1. Taking a Mobile First Approach to Retail
    2. 2. Mobile is here…
    3. 3. Mobile Enabled Digital Presence Social and Visual Web Enabling Cross Media Activity MOBILE MOBILE FIRST FIRST Location Based Services Supports Customers In-Store
    4. 4. Mobile Enabled Digital Presence
    5. 5. iOS Screen Sizes Android Screen Sizes
    6. 6. Social and Visual Web
    7. 7. Enabling Cross-Media Activity
    8. 8. Location Based Services
    9. 9. Supporting Customers Instore
    10. 10. Mobile First in Retail
    11. 11. “Amazon is so big, has so many distribution centers and offers so much ease of use that in some sense it has already won — unless its competitors can find new ways to bring the convenience and connectivity of online interaction to the physical retail world.” eBay’s Strategy for Taking On Amazon, New York Times

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