Owning the Decision Point:The Future of the In-store Mobile Experience          Patrick Collins          5th Finger CEO  5...
What you’ll learn …• What is in-store mobile?• Where is in-store mobile heading?• What are the key challenges?  5thfinger
Is This In-Store Mobile?    5thfinger
Is This In-Store Mobile?    5thfinger
Is This In-Store Mobile?    5thfinger
Is This In-Store Mobile?    5thfinger
Is This In-Store Mobile?     5thfinger
Is This In-Store Mobile?    5thfinger
Is This In-Store Mobile?    5thfinger
In-Store Mobile              In-store mobile is:              Leveraging the power of mobile’s              deep consumer ...
In-Store Mobile Is Important  5thfinger
Consumers Are Already Using It70% of smartphone ownershave used their mobile whileshopping in-store-Google Insights, May 2...
Consumers Are Already Using It“During the 2011 holiday season, 25% of cell owners usedtheir phone inside stores to gather ...
Shoppers Prefer Mobile When SeekingFurther Product InformationHow 5th Finger retail client customers prefer to find produc...
5thfinger
Mobile Motivation: It’s About ConvenienceTarget Makes Shopping Simpler Tip Customers over the threshold to certainty of pu...
Mobile Motivation: It’s About InspirationInspire with Look Matching… Drive basket size with inspiration in-app and on mobi...
Mobile Motivation: It’s About EngagementShopkick Uses Achievement to Motivate                                  A retailer ...
WHAT ABOUT QR CODES?5thfinger
5thfinger
QR Codes Are Used In-Store                 50% of smartphone users have                 scanned a code with their mobile  ...
QR Won: The Code War Is Over5thfinger                       Source: NellyMoser 2012
WHAT ABOUT NFC?5thfinger
5thfinger
Fragmentation is already an issue…              vs  5thfinger
IN-STORE MOBILE:THE 4 KEY CHALLENGES5thfinger
Challenges to In-store MobileChallenge 1: Improving signal in the store  5thfinger
Challenges to In-store MobileChallenge 2: Bridging Store and Online inventory                Store Inventory              ...
Challenges to In-store MobileChallenge 3: Mapping the Store   5thfinger
Challenges toIn-store MobileChallenge 4:In-store Promotion     5thfinger
In Summary• The in-store mobile opportunity is huge• consumers are already doing it• Consumer motivations to tap into:  – ...
Thank YouContact: patrick.collins@5thfinger.com                      5th_finger_booth_card_front.pdf   1   2/7/12   3:11 P...
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The Future of the In-store Mobile Experience

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Every year billions of dollars in revenue “walks out” of major retailers – these consumers enter the store with intent to buy, but end up uninspired, uncertain, or their desired item is out of stock. By responding to existing shopping behaviors, the in-store app experience is motivating purchases through informing and inspiring on the spot. Learn about decision-making mobile tools that are combating the “walkout to think it over” and expanding baskets.

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  • Hello and welcome. My name is Patrick Collins, I’m CEO of 5th Finger. We’re a mobile solutions provider based out of San Francisco. We’re a hybrid, if you will, between a mobile agency and a platform provider. Our platform RedShop Mobile is powering some of the most sophisticated in-store mobile programs today including the recently launched Safeway In-store Grocery Couponing application. We’ve built and launched numerous in-store QR programs for Victoria’s Secret. We’ve also developed in-store Android and iPhone solutions for Jos A Bank and Jo-Ann Fabric and Crafts.I have lured you to this room by tapping into your desire to learn more about the In-Store Mobile Experience. Specifically…
  • … I’d like you to leave here today having a clear understanding of what In-Store mobile is, why it is important, where it is heading and some of the key challenges store-based retailers face in building an effective In-Store mobile solution.So what is in-store mobile?
  • This dude has in-store mobility. But no, not quite what I mean by in-store mobility.
  • This is a mobile, in a store. But this is not in-store mobile.
  • Now we’re getting closer. This person is scanning a pair of jeans to get inspiration.
  • This person is doing price comparison on set of tumblers using their smart phone.
  • This person is using the product finder we build for Sandisk to help them find the most appropriate memory card for their camera.
  • This person is using a scanner sled attached to an iPhone to process the transaction. I’m going to say that this is using mobile technology in a store, but this is not in-store mobile by my definition because it is not in the hands of the consumer. In the same way I think tablet solutions in the hands of a store associate are not necessarily consumer facing propositions. You can define it howevr you like, but I draw a line between consumer solutions and solutions for store operations.
  • Apple has the ultimate in-store solution for consumers. With the Apple Retail store application you can purchase a product using your itunes account, show the receipt and leave the store. Isn’t that amazing? You can get in-store inspiration and useful information about the store.
  • So to summarize I like to say that In-store mobile is leveraging the power of mobile’s deep consumer relationship to connect with shoppers inside a bricks and mortar location. We coined a term for this, we call it bricks and mobile. Like that? I’ll take that as a yes.OK, so now we know what in-store mobile is, how big is the opportunity?
  • How big is it?About 4 trillion - About 200 Billion or about 7% of all retail sales.It’s a lot right? Yeah ecommerce is going well.But while we view mcommerce as an extension of ecommerce we will be limiting the opportunity to the green squares down here. At the moment about 3-8 of retails sales are happening on mobile phones, depending on the source you trust and if you exclude iPads which are technically not really a phone, they’re a form of PC killer.
  • … so not only is it a big opportunity. The behavior we want is already happening. 70% of smartphone owners are already using their mobile phone in the store. For price comparisons (not good), but for reviews and ratings, make it happen! Stock checks (can anyone say multichannel?), Check-in, getting access to coupons and accessing promotions.
  • And just to drive the point home. 24% of cell phone owners (not just smartphone owners) use their mobile phone in the store to access reviews. The online->offline->online purchasing process can be mitigated heavily by just providing the information you have to the consumer when she is standing in the store.
  • We surveyed customers ourselves across a range of our apps around what they want to use their mobile phone in-store?
  • We did our own in-app survey across a few of our retail apps and when we asked this question how would you like to find product details in the store, resoundingly they said I don’t want to search the internet, I don’t want to ask an associate, I want to scan the barcode to find product details.
  • But what is the problem we’re trying to solve? Think about this set of retail algebra which is appropraite for the average apparel retailer…What techniques with the phone can we use to influence the behavior of these 3 shoppers.
  • Target AppLists + Registries: Manage your lists and registries or find a friend’s. Quickly add items to prepare for your next Target trip. Add your own custom items like milk, eggs or cheese to create a truly flexible shopping list.Daily Deals: These hot deals last one day only and shipping is always free.Barcode Scanner: Scan Target items to find details, reviews and store availability. Use multi-scan mode to easily add items to your list or registry.
  • Lack of Inspiration is a big reason for revenue walk-out. The ecommerce team at a retailer puts enormous energy into creating fashion guides and linking it to content, if we’re a hobby store we have craft projects linking products together. Imagine the inspiration possibilities when you bring that information to the store.
  • Whether you’re engaging the customer with a rewards or points or linking to your loyalty program, engaging the customer when she is in the store is a powerful mechanism to prevent revenue walkout.
  • One of our retail clients found that their consumers were confused and derogatory that their trusted brand would use technology that is so nascent and not available on any body’s phones.NFC is still a couple years out from being main stream, but as retailers you should start researching and thinking about it now.
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  • The Future of the In-store Mobile Experience

    1. 1. Owning the Decision Point:The Future of the In-store Mobile Experience Patrick Collins 5th Finger CEO 5thfinger
    2. 2. What you’ll learn …• What is in-store mobile?• Where is in-store mobile heading?• What are the key challenges? 5thfinger
    3. 3. Is This In-Store Mobile? 5thfinger
    4. 4. Is This In-Store Mobile? 5thfinger
    5. 5. Is This In-Store Mobile? 5thfinger
    6. 6. Is This In-Store Mobile? 5thfinger
    7. 7. Is This In-Store Mobile? 5thfinger
    8. 8. Is This In-Store Mobile? 5thfinger
    9. 9. Is This In-Store Mobile? 5thfinger
    10. 10. In-Store Mobile In-store mobile is: Leveraging the power of mobile’s deep consumer relationship to connect with shoppers inside a bricks and mortar location. At 5th Finger, we call this: Bricks and Mobile 5thfinger
    11. 11. In-Store Mobile Is Important 5thfinger
    12. 12. Consumers Are Already Using It70% of smartphone ownershave used their mobile whileshopping in-store-Google Insights, May 2011• Price Comparisons• Customer Reviews & Ratings• Stock Checks• Check-in• Coupons• Access Promotions 5thfinger
    13. 13. Consumers Are Already Using It“During the 2011 holiday season, 25% of cell owners usedtheir phone inside stores to gather price comparisons; 24%used them to look up online reviews.”Pew Internet – January 2012 5thfinger
    14. 14. Shoppers Prefer Mobile When SeekingFurther Product InformationHow 5th Finger retail client customers prefer to find product details while in-store. (app users) 5thfinger
    15. 15. 5thfinger
    16. 16. Mobile Motivation: It’s About ConvenienceTarget Makes Shopping Simpler Tip Customers over the threshold to certainty of purchase. Scan products in-store and view product specifications, features and read reviews. 5thfinger
    17. 17. Mobile Motivation: It’s About InspirationInspire with Look Matching… Drive basket size with inspiration in-app and on mobile web. Scan products to unlock matching product looks, matches and ideas. 5thfinger
    18. 18. Mobile Motivation: It’s About EngagementShopkick Uses Achievement to Motivate A retailer agnostic approach that gamifies the shopping experience with offers and deals provided by brands. The clever sub-audible in- store location tool provides the best heads up display potential in the market today as someone walks around the store. 100 million check-ins in the first six months 5thfinger
    19. 19. WHAT ABOUT QR CODES?5thfinger
    20. 20. 5thfinger
    21. 21. QR Codes Are Used In-Store 50% of smartphone users have scanned a code with their mobile 1 in 5 of those said QR codes were part of the purchase process Source: cmb consumerpulse, Jan 2012 5thfinger Source: MGH/ComScore
    22. 22. QR Won: The Code War Is Over5thfinger Source: NellyMoser 2012
    23. 23. WHAT ABOUT NFC?5thfinger
    24. 24. 5thfinger
    25. 25. Fragmentation is already an issue… vs 5thfinger
    26. 26. IN-STORE MOBILE:THE 4 KEY CHALLENGES5thfinger
    27. 27. Challenges to In-store MobileChallenge 1: Improving signal in the store 5thfinger
    28. 28. Challenges to In-store MobileChallenge 2: Bridging Store and Online inventory Store Inventory Online Inventory Mobile experience Yay! Scan of in-store says, “Sorry I don’t product produces know that digital reviews and product.” information 5thfinger
    29. 29. Challenges to In-store MobileChallenge 3: Mapping the Store 5thfinger
    30. 30. Challenges toIn-store MobileChallenge 4:In-store Promotion 5thfinger
    31. 31. In Summary• The in-store mobile opportunity is huge• consumers are already doing it• Consumer motivations to tap into: – Convenience (think information and reviews) – Inspiration (think product matching) – Engagement (think loyalty and gaming)• 4 key challenges: In-store reception, Bridging Online/Store Inventory, Mapping the Store, Effective in-store promotion 5thfinger
    32. 32. Thank YouContact: patrick.collins@5thfinger.com 5th_finger_booth_card_front.pdf 1 2/7/12 3:11 PM C M Y CM MY CY CMY K 5thfinger
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