Shop.Org 2011 In Store Mobile


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Shop.Org 2011 In Store Mobile

  1. 1. Owning the Decision Point:The Future of the In-store Mobile Experience Steen Andersson, 5th Finger Pete Zophy, Jos. A. Bank Clothiers, Inc. Tim Katz, Pacific Sunwear Sheri Gurock, Magic Beans
  2. 2. Owning the Decision Point:The Future of the In-store Mobile Experience Steen Andersson 5th Finger VP & Co-Founder
  3. 3. Is This In-Store Mobile?
  4. 4. Is This In-Store Mobile?The AVA in-store iRobot with iPad head
  5. 5. Is This In-Store Mobile?
  6. 6. Is This In-Store Mobile?
  7. 7. Is This In-Store Mobile?
  8. 8. Is This In-Store Mobile?
  9. 9. 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
  10. 10. The role of In-Store in… Apparel…
  11. 11. In-Store Mobile Is Important
  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
  13. 13. Price Comparisons Are HappeningAmazon, eBay, RedLaserand others are providingretail customers a mobilesolution to research,compare and purchase whilein-store. 49% of smartphone owners have used their mobile to compare prices. -Google Insights, May 2011
  14. 14. Shoppers Prefer Mobile When SeekingFurther Product InformationHow 5th Finger retail client customers prefer to find product details while in-store. (app users)
  15. 15. Mobile Shoppers Love Promotions Percentage of survey respondents that indicated mobile app feature as a high priority
  16. 16. They Are Checking-Out Via MobileIn-store ordering and check-out system via Demonstration of the Starbucks Card Mobile AppiPad at Specialty’s in San Francisco. on a smart phones at the Capital Gallery Starbucks in Washington, DC. / Garrett Hubbard/USAT (Paying with Starbucks card)
  17. 17. 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.
  18. 18. 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
  19. 19. Korea Is Innovating
  20. 20. Asia- Pacific is AheadPercentage of mobile subscribers accessing mobile web at least monthly 47% 16% 43% 8% 22% 12%* Source: Forrester (June 2011)
  21. 21. Mobile Will Be…Your Wallet Your Mobile AssociateConvenience and speed drive purchase Basket expansion
  22. 22. Questions?
  23. 23. Mobile StrategyPete Zophy, DVP of Ecommerce JoS. A. Bank
  24. 24. Our Path to Mobile Found A PartnerCustomersAsked For It Built a Mobile App! Strategic Plan Goal = to build engagement, drive foot-traffic & provide an additional sales channel.
  25. 25. What we have doneJoS. A. Bank Mobile Site JoS. A. Bank App Average time spent in App: 54 seconds 60% of users use the App 1-2 times per month
  26. 26. What’s NextMobile Coupons In-store Scanning • Product Reviews • Product Details • Act as an Associate
  27. 27. Tips/Lessons Learned• Mobile is the bridge that • How can we maximize connects the Online & this opportunity Retail Channels
  28. 28. Mobile Retail App DeploymentTim Katz, Sr. Operations Manager
  29. 29. We are explorers of style, creators of culture,and instigators of fun.
  30. 30. Objectives • Support brand image • Leverage current technology • Efficiently leverage store network • Easy to manage and update • Cost effective • Quick to marketThe iPad had to show true ROI and be a tool our associates would love to use.
  31. 31. Features• Native App with configurable content management system• E-Commerce Powered by existing Mobile Web site• Nightly updates for optimal performance on store network• Lookbooks, Photos, VideosThe backoffice allows us to communicate with ourassociates on a more frequent and personal level
  32. 32. Lookbooks allow us to showcase the latest trends and upsell outfits.
  33. 33. If a style or color is not available an associatecan look it up and purchase online
  34. 34. QR codes continue the conversation in awhole new way
  35. 35. Results and Future Plans • Positive Field Adoption and Response • Proved Partner Capabilities • ROI exceeding expectations • Listen, learn and improve400 Store rollout by holiday and all stores by next year
  36. 36. Questions?
  37. 37. Mobile Commerce & Magic Beans
  38. 38. What is Magic Beans?• Founded in 2004• Sells a combination of toys and baby gear• 4 Boston-area locations (5th store coming soon)• website has an international customer base• Designed for parents by parents• Has been named Best of Boston by Boston Magazine 4 out of the last 5 years
  39. 39. Wellesley Store
  40. 40. Why Mobile Commerce at Magic Beans?• Typical shopper is an early adopter with access to a smartphone• Customers are typically more educated about purchases and more time-sensitive during in-store trips• Highly-trained staff under-utilized behind traditional POS• Tech-savvy company culture – have been connecting with customers via blog & social media for over 5 years
  41. 41. Mobile Strategy BenchmarksEducationPutting information in the shoppers’ handsPromotionsProvide dynamic, hyper-individualized up-sell andcross-sell opportunitiesConvenienceSkip stressful checkout lines during hecticshopping periods
  42. 42. The Magic Beans Solution? An App!
  43. 43. Magic Beans Mobile GoalEmpower customerswith mobile solution to increase satisfactionduring in-store visits.
  44. 44. Magic Beans App Benefits• Dynamic mobile application for iPhone, Android and BlackBerry• Scan and interact with products• Access ratings, reviews and detailed product information
  45. 45. Magic Beans App Benefits• Receive relevant promotions and targeted discounts• Store account information and purchase history• Checkout without having to wait in line
  46. 46. Magic Beans App Full Feature List• Product information •Barcode Scanning• Dynamic cross- •Location awareness sells/upsells •Advanced digital wallet• Pricing •Digital receipts• Promotions/offers/deals •Optimized mobile browsing• Coupons •Maps• Multi-channel Checkout •Wish Lists• Account management •Social media• Analytics •Rating & reviews feeds• Customizable dashboard
  47. 47. 2010 Holiday Results 42% of smartphone owners chose mobileself-checkout instead of waiting in line at aMagic Beans during the holiday season.
  48. 48. 2010 Holiday Results 12% of alltransactions duringthe holiday season were completed through MagicBeans mobile self- checkout app.
  49. 49. 2010 Holiday Results 60% of consumers who scanned aproduct with their smartphone purchased that product.
  50. 50. 2010 Holiday ResultsShoppers using the Magic Beans apprang up tickets thataveraged 8% morethan register based transactions.
  51. 51. The Future of Mobile Commerce at Magic Beans! Tablet-Assisted Shopping!
  52. 52. Thank you! Q&A