Maximise mobile ecommerce ahead of 2013

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Maximise mobile ecommerce ahead of 2013

  1. 1. Maximise Mobile Ecommerceahead of 2013Sri Sharma, Managing Director
  2. 2. A search and display specialist driving a step change in performance
  3. 3. Clients
  4. 4. “50% of Olympic queries were from mobile devices”Source: Locog
  5. 5. Consumers using mobile Data usage Up x3 year on year Searching Up 130% year on year Purchasing Up 53% year on yearSource: UK Mobile Network; IgnitionOne; Centre for Retail Research (UK)
  6. 6. Brands using mobile Search advertising Up 205% year on year Display advertising Up 95% year on year Mobile site < 50 %Source: FirstPartner (UK); Retail Week (UK)
  7. 7. Search performance varies by device Average cost per conversion by device 165 100 Cost per conversion (indexed)Source: Marin
  8. 8. • Communicate more effectively with mobile customers• Measure and improve mobile integration with in-store• Make mobile search work harder
  9. 9. Communicate more effectivelywith mobile customers
  10. 10. Mobile customer map Specific needs Device Customer Location Time
  11. 11. Improving mobile searchconversion rate
  12. 12. Sk:n mobile customer map• Immediacy Specific needs Device • 85% on• Personal smartphone advice Customer• On the move • 82% of• 40% of searches searches for local centres Location Time within call- centre hours
  13. 13. Approach• Access to the website blocked from mobile paid search• Launch of a click to call campaign• Messaging that emphasized local and free advice/consultation
  14. 14. Results:• Leads increased x26• Conversion rate up x2.2
  15. 15. Measure and improve mobileintegration with in-store
  16. 16. Drive in-store footfall
  17. 17. Drive in-store footfall Location ‘Blue Dot’
  18. 18. Driving measurable in-storesales using Google Offers
  19. 19. Google Offers
  20. 20. Approach• Use Google Offers to create measurability• Radius targeting selected stores• Offer customers a barcode, mobile QR code or discount code
  21. 21. Make mobile search workharder - 5 tips
  22. 22. Tip 1: SEO will prefer mobile sites in 2013 Mobile site
  23. 23. Tip 2: Manage your mobile budget effectively this Christmas 27.5% of December’s mobile sales occurred between 25th and 30th December Mobile sales December 2011Source: Net Media Planet (retail clients Q4 2011)
  24. 24. Tip 3 : Express relevancy to improvetraffic and conversion rate + 20% CTR
  25. 25. Tip 4: Drive brand awareness costeffectively using mobile generics
  26. 26. Tip 5: Make email on mobile easy to navigate this Christmas 73% increase in emails opened on mobile devices in DecemberSource: Net Media Planet (retail clients Q4 2011)
  27. 27. In-store mobile online
  28. 28. Top 3 Takeaways• Understand your different mobile customers• Measure and improve mobile integration with in-store• Make mobile search work harder for you
  29. 29. A search and display specialist driving a step change in performance
  30. 30. Smartphones for Smart Loyalty Ray Dogra 3rd October 2012© Movanta 2012. All Rights Reserved 32
  31. 31. A truly amazing tool© Movanta 2012. All Rights Reserved 33
  32. 32. It’s not really a phone Social Networking Internet 14% Music 12% Only 9% of time is 19% spent making calls Games 11% Other 4% Reading 7% books 7% 9% Making calls 8% 9% TV / video SMS Email Time spent on a smartphone1 Source: 1. O2 UK “All About You” report July 2012. Total time = 128 min / day© Movanta 2012. All Rights Reserved 34
  33. 33. It’s the Greatest Marketing Tool (ever?) 92% Reach 60% UK Population With a Smartphone 150 90% times / day Frequency Will read an SMS within 1 hour Targeted Two Way Measure© Movanta 2012. All Rights Reserved Sources: Ofcom 2012; IAB / DMA Mobile Messaging Study Sept 2010 35
  34. 34. Who’s doing more with mobile:Consumers or Merchants?© Movanta 2012. All Rights Reserved 36
  35. 35. Consumers: Use mobile Will find their own tools 79% of Smartphone users want coupons on their phones1 85% of Smartphone users look for local info2 ShopSavvy Amazon© Movanta 2012. All Rights Reserved Sources: 1. Accenture 2010. 2. Google / IPSOS May 2012 37
  36. 36. Consumers: Respond to mobile Drives Footfall … 55% of customers who receive a message say it increases likelihood to visit the store1 … and Basket Sizes 79% of customers bought other products in addition to the promotion1© Movanta 2012. All Rights Reserved Sources: 1. O2 Presentation July 2012 38
  37. 37. Merchants: Planning for mobile 78% of retailers are planning to invest in mobile1 >50% of UK retailers don’t have a mobile compatible website2 52% of UK retailers don’t have any form of mobile app1 Source: 1. E-tailing Group 2011; 2. Retail Week June 2012; 3. Retail Week Database,© Movanta 2012. All Rights Reserved August 2012; Movanta analysis of retailers’ mobile app functions August 2012 39
  38. 38. A Mobile App or Mobile Brochure? Top 100 Retailers1 48% have a 35% have an app with at mobile app2 least one mobile feature2 30% Store Finder 25% Buy via App 12% Barcode Scanner 5% Alerts / Messages 3% Loyalty Card 11% Other© Movanta 2012. All Rights Reserved Source: 1. Retail Week Database, August 2012; 2. Movanta analysis of retailers’ mobile app functions August 2012 40
  39. 39. Feels like the web 10 years ago M = E-10© Movanta 2012. All Rights Reserved 41
  40. 40. A little less conversation … “… a little more action”© Movanta 2012. All Rights Reserved 42
  41. 41. Putting it another way … “Apps have become the new High Street” Philip Clarke, Tesco Group CEO Speaking at World Retail Congress, September 2012© Movanta 2012. All Rights Reserved 43
  42. 42. Getting started – The Basics The Basics Next Steps Deep Cuts Complete Set Name 1 SMS / MMS Supporting Above the Line 2 Mobile Optimised Website 3 Mobile App (feat. Mobile functions) “90% of success is showing up” Preview All© Movanta 2012. All Rights Reserved 44
  43. 43. Getting started – Next Steps The Basics Next Steps Deep Cuts Complete Set Name 1 Integrate with IT and Multichannel operations 2 Features across the customer journey Create an integrated experience Preview All© Movanta 2012. All Rights Reserved 45
  44. 44. Moving on – Deep Cuts The Basics Next Steps Deep Cuts Complete Set Name 1 Trial emerging technologies / platforms 2 Run multiple A-B tests on consumer behaviours Trial & learn to improve Preview All© Movanta 2012. All Rights Reserved 46
  45. 45. Idea #1 – Event Based Messaging “Get ‘em in” “Well done The Toon. Celebrate with us …” “It’s raining …” “Sale Ends tomorrow”© Movanta 2012. All Rights Reserved 47
  46. 46. Idea #2 – Smart Loyalty Card Increase Engagement Always Carried Measure the Results Drive Behaviour “We’ve missed you” “Forward to Five Friends” “Like us on Facebook” “Birthday Bonus”© Movanta 2012. All Rights Reserved 48
  47. 47. Idea #3 – Follow Ups “Get ‘em back” (with their friends) Easy to be an advocate Get Feedback “People who bought … “© Movanta 2012. All Rights Reserved 49
  48. 48. Idea #3 – “People who bought …” Recommendation Personalised Matching Offer We hope you love the jacket you bought from us last week. We’ve got some new scarves in that we think Purchase history will go great with it. (online & offline) Preferences Come in and buy one in Friends’ input the next 30 days and … receive 20% off© Movanta 2012. All Rights Reserved 50
  49. 49. Putting it together Get ‘em in Build Loyalty Repeat Visits AdvocatesGet ‘em back Engage Share of Spend(with their friends)© Movanta 2012. All Rights Reserved 51
  50. 50. About Movanta Smarter Loyalty Expertise in Mobile, Loyalty, Payments, Analytics Lassi Platform© Movanta 2012. All Rights Reserved 52
  51. 51. Summary Mobile Matters Act Now Mobile gets Loyalty. Loyalty gets Results© Movanta 2012. All Rights Reserved 53
  52. 52. www.movanta.com© Movanta 2012. All Rights Reserved 54

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