Forrester Research Tablet Experience 2013

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  • 1. LEVERAGING THE TABLET EXPERIENCE FROM THE COUCH TO THE STORE Adam Silverman – Principal Analyst, Forrester Jacob Hawkins – VP eCommerce, Aéropostale Jeff Biesman – President and CMO, Little Black Bag
  • 2. © 2013 Forrester Research, Inc. Reproduction Prohibited 2
  • 3. © 2013 Forrester Research, Inc. Reproduction Prohibited 3
  • 4. © 2013 Forrester Research, Inc. Reproduction Prohibited 4
  • 5. Agenda: Recent trends in tablet usage at home and in store Case Study: Aeropostale Case Study: Little Black Bag © 2013 Forrester Research, Inc. Reproduction Prohibited 5
  • 6. The Rise Of Handheld Devices In The US… 60% of N.A. Online Customers Will Own A Tablet By 2017
  • 7. Tablet Usage Strong At Home
  • 8. Persuading consumers to actually buy on mobile devices has proven to be a major challenge
  • 9. Mobile transactions are growing at double digit rates © 2013 Forrester Research, Inc. Reproduction Prohibited 9
  • 10. But… today, mobile accounts for just 0.33% of total retail spend in the US © 2013 Forrester Research, Inc. Reproduction Prohibited 10
  • 11. Retailers are treating mobile as a channel and using metrics designed for the web © 2013 Forrester Research, Inc. Reproduction Prohibited 11
  • 12. YOUR CUSTOMER © 2013 Forrester Research, Inc. Reproduction Prohibited 12
  • 13. Consumers Are Using Tablets To Research Product
  • 14. Mobile metrics need to evolve to measure engagement and influence © 2013 Forrester Research, Inc. Reproduction Prohibited 14
  • 15. Mobile IS The Convergence Between Physical and Digital
  • 16. 70% 19% I Trust Information From Store Associates Source: NA Technographics Retail Survey 2013 An Engaging Brand Is Important To Me 16
  • 17. In the store, customers have a new set of expectations when it comes to service
  • 18. Sales Associates Will Have To Pivot From Information Providers To Experience Facilitators Source: ___ © 2013 Forrester Research, Inc. Reproduction Prohibited 18
  • 19. Digitally Enabled Associates Add Value “Imagine again that you are shopping in a store where the sales associates are equipped with mobile devices such as smart phones or tablets. What would you expect them to be able to do for you?” Check pricing 80% Check additional store inventory when the shelf is empty 69% Check inventory availability at nearby stores 63% Show me product information (e.g. images or customer reviews) 58% Answer technical / spec questions I may have 55% Look up expected replenishment dates for out of stock items 54% Reserve products for me to pick-up at nearby stores 53% Perform a checkout for me (without going to a traditional checkout aisle) Other I don't know 35% 2% 9% Base: 4,595 US Online Adults Source: North American Technographics® Retail Survey, 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 19
  • 20. Engagement Increases For The Digitally Savvy © 2013 Forrester Research, Inc. Reproduction Prohibited 20
  • 21. What It Means For Retailers: Tablet adoption is following smartphone growth – be prepared! Don’t measure transactions. Measure influence instead. The “Digital Store” is emerging. Pivot your associates. © 2013 Forrester Research, Inc. Reproduction Prohibited 21
  • 22. Jacob Hawkins – VP, eCommerce Aéropostale © 2013 Forrester Research, Inc. Reproduction Prohibited 22
  • 23. Aeropostale Mobile & Tablet The future is now.
  • 24. Aéropostale – Largest • teen promotional specialty brand: 977 stores P.S. from Aéropostale – Exciting kids concept: 142 stores GoJane – online women’s footwear and fashion apparel retailer
  • 25. Mobile – Where To Focus Browser Apple App Android App
  • 26. Mobile – Changing Fast Buy e-Gift Cards Email Optimization Write A Review Scan A Product Enhanced Search Filters Promotional Banner Enhanced Images Social Stream Dynamic Page Load International Checkout Enhanced Store Finder App Messaging SMS Text Program Bill Me Later Payments
  • 27. Mobile – Stats % of Visitors Sales Comp 27 30% +78%
  • 28. Mobile – Customer Feedback 3.5 4.5 2.5 3.0 3.5 3.0
  • 29. Mobile – What’s Next Enhanced Apps
  • 30. Don’t Forget Tablet % of Visitors % of Sales 30 21% 17%
  • 31. Store Experience
  • 32. Store Experience – Dress Room
  • 33. Store Experience – Shop Online
  • 34. Store Experience – Wall iPads
  • 35. Store Experience – Wall iPads
  • 36. Store Experience - Music
  • 37. Store Experience – Outfit Guide
  • 38. Store Experience – Videos
  • 39. Store Experience – Outfit Builder
  • 40. Associate Share
  • 41. Associate Sharing
  • 42. Associate Sharing
  • 43. Associate Sharing
  • 44. Jeff Biesman– President and CMO Little Black Bag © 2013 Forrester Research, Inc. Reproduction Prohibited 44