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  • THE "SHOPPING" MINDSET OF THE MOBILE CONSUMER       The  Shopping  Mindset  of  the  Mobile   Consumer   5/11/2011  
  • HousekeepingDial-in Information: Phone (312) 878-0218 Access Code: 371-062-926 Audio PIN: Provided after web login Webinar ID: 848962262•  All slides will be available after the webinar•  All registrants will receive a copy of the full report this week. 2
  • Today’s PresentersLauren Freedman Christian FriedlandPresident CEOthe e-tailing group Coffee Tablewww.e-tailing.com www.shopcoffeetable.com 3
  • Today’s PresentationI. The Merchant Speaks: Highlights from the e-tailing group’s 2011 Merchant SurveyII. The Mindset of the Mobile ShopperIII. The Coffee Table Opportunity
  • Coffee TableThe iPad’s First Catalog Marketplace
  • The Voice of Cross-Channel MerchandisingStraight talk from “in-the-trenches” online merchandising experts§  16 years e-commerce consulting§  Author, It’s Just Shopping§  50+ years traditional retail and catalog experience§  Fortune 500 client projects ranging from strategic planning, merchandising, marketing, to technology development and messaging§  Cross-category projects spanning specialty retail to departments§  Proprietary research studies on mystery shopping, merchandising, mobile and consumer behavior
  • I. The Merchant SpeaksHighlights from the 10th Annuale-tailing group Merchant Survey
  • Profile of 200 Survey RespondentsMerchants of all sizes (annual sales)33% $<$1M to $20M 32 categories of products and services20% $20M to $100M 40% Apparel/Accessories/Shoes/Luggage/Jewelry30% $100M to $1B 25% Home & Garden/Home Improvement/ Tools/Appliances/Furniture/Organization17% $1B to $5B> 15% Sporting Goods/Outdoor Gear 11% Business to Business (B2B)Senior level participation 10% Consumer Electronics43% CEO/President/Principal or VP/ 10% Food & Beverages General Manager 10% Toys/Kids45% Director, Senior Manager /Mgr 9% Health & Beauty/Seniors12% Analyst, Specialist, Assistant or 8% Books/Music/Video 8% Computer Hardware/Software/Peripherals Other 7% Arts & Crafts/Hobbies/Party 7% Gifting/Greeting Cards/Food & WineSelling through a mix of channels 7% Office Supplies/Office Furniture98% Internet 6% Entertainment78% Email 4% Business Services52% Store 4% Collectibles 4% Digital/Virtual Merchandise44% Catalog 4% Educational36% Mobile 4% Pets30% Social 4% Travel7% TV 8
  • Traffic from mobile is reported in the low single digits What percent of your traffic comes via mobile browsers or mobile applications? More than 5% 9% 3 - 5.0% 19% 2 - 2.9% 10% 28% > 3% 1 - 1.9% 17% Less than 1% 24% None 6% Don’t know 15%Q34 9
  • Revenue is less than 1% for most retailers What percent of your revenue comes via mobile browsers or mobile applications? More than 5% 1% 3 - 5.0% 9% 2 - 2.9% 7% 1 - 1.9% 13% Less than 1% 35% None 14% Don’t know 21%Q35 10
  • Mobile investments are mixed with many merchants just beginning to test the mobile waters What level of investment will you make in mobile this year? More than $350,000 6% $201,000 - 350,000 2% ½ spending $151,000 - 200,000 4% $50K or less $101,000 -150,000 4% $76,000 - 100,000 6% $51,000 - 75,000 7% $26,000 - 50,000 10% $1 - 25,000 39% None 22%Q32 11
  • mCommerce sites are top-of-mind while iphone apps also see strong penetration particularly for brand-centric merchants SMS and Android applications appear next on the horizon Plan to Em ploy Considering Which mobile and SMS capabilities does your No Plans to Em ploy Today in the Next 12 for Future, company employ or plan to employ? Em ploy Months Beyond 1 Year m Com m erce site 25% 34% 22% 19% Android application 9% 22% 23% 46% Blackberry application 8% 14% 22% 56% iPhone application 20% 20% 26% 34% SMS 14% 22% 24% 40% Mobile usage w ithin the retail store via associates 5% 13% 18% 64% Mobile as an opt-in preference via em ail or checkout 10% 19% 24% 47% Opt-in prom otion codes in print advertising 7% 12% 24% 57%Q33 12
  • II. Mindset of The Mobile Shopper Survey Sponsored by CoffeeTable iPad’s ecommerce enabled catalog marketplace
  • Sample Methodology•  Online survey fielded to 1000 consumers in February 2011 where consumers:     Owners    Browsers  Buyers   Phone    830    623    400   –  Spent $250 or more online annually Tablet   417    324   282   Which of the following do you own as described below? Smartphone: A device that lets you make telephone calls, but also adds in features that you might find on a personal digital assistant or a computer-- such as the ability to send and receive email an Smartphone  only     52%   Tablet  only   17%   Both  Smartphone  and  Tablet   31%   14
  • Sample - Demographics What  is  your  age?   Which  of  the  following  best  represents  your   combined  annual  household  income  before  taxes?   25-­‐34   18%   35-­‐44   22%   $25,000-­‐$35,000   7%   45-­‐54   26%   $35,001-­‐$50,000   10%   55-­‐64   25%   $50,001-­‐$75,000   21%   65+   9%   $75,001-­‐$100,000   22%   More  than  $100,000   34%   Prefer  not  to  respond   6%  How  many  children  18  years  of  age  or  younger  do   you  have  living  at  home  with  you?   None   63%   What  is  your  gender?   1   16%   2   14%   Male   43%   3   4%   4  or  more   2%   Female   57%  Prefer  not  to  respond   1%   15
  • I. SMARTPHONE: Topline•  Room for improvement in mobile shopping experience exists as 68% have reported less than a “very satisfied” experience citing usability, security and connectivity challenges•  Shopping and aggregator app usage is relatively limited•  Mobile’s role in locating stores, products and competitive prices pre- store visits and while in the store is significant and a “game changer” relative to shopping behavior•  64% of smartphone users have made a purchase on their phone with commodity product (books/magazines, music, tickets) and clothing/accessories topping the list•  Despite today’s challenges consumers expect to purchase more in the near future 16
  • 57% of consumers surveyed have downloaded individual retailer or aggregator services though usage appears limited How many shopping apps (from individual retailers like Best Buy or Target or aggregator services such as Netflix or iBooks) have you downloaded to your Smartphone in the past year? None   43%   1-­‐5   38%   6-­‐10   13%   11-­‐20   4%   20+   2%  Q3 - 830 17
  • Relative to shopping smartphone usage starts with store locators while 1 in 3 consumers takes an aggressive stance when researching We  would  like  to  gauge  your  current  usage  of  your   Smartphone.  How  frequently  have  you  done  each  of  the   Frequently/  OWen   SomeUmes   Rarely/  Never   following  acUviUes  with  your  Smartphone  over  the  past   6  months  prior  to  visiUng  a  physical  store?   Looked up store information (hours, location, 44%   28% 28%   map, etc.) Checked for sales and specials 40%   20% 40%   Looked for competitive pricing at Amazon 38%   18% 44%   Browse an online store for product of interest 37%   26% 37%   Checked for product ratings and reviews 36%   20% 44%   Looked for competitive prices on products at 32%   23% 45%   retailers online other than Amazon Checked inventory of a product of interest prior 25%   21% 54%   to making a visit to the store Look for competitive prices on comparison shopping engines (PriceGrabber, Shopping.com, 24%   19% 57%  Q4 - 830 etc.) 18
  • Store Locator And Product Pick-Up -44% Freq/Often 19
  • Checked Inventory Of A Product Of Interest Prior To Making A Visit To The Store-25% Freq/Often 20
  • Checked For Product Ratings And Reviews-36% Freq/ Often 21
  • Sales/Specials-40% Freq/Often 22
  • Looked For Competitive Prices-32-38% Freq/Often 23
  • Consumers also begin to utilize smartphones to competitive price, compare product and access ratings and reviews while in store When  visiting  physical  retail  stores  how  likely  are  you  to  partake   Frequently/   Rarely/   Sometimes in  the  following  behavior  with  your  smartphone? Often Never Check  for  product  ratings  and  reviews 26% 23% 51% Look  for  c ompetitive  pricing  at  Amazon 29% 20% 51% Look  for  c ompetitive  prices  on  products  at  retailers  online  other   than  Amazon 26% 21% 53% Look  for  c ompetitive  prices  on  c omparison  shopping  e ngines   (PriceGrabber,  Shopping.com,  e tc.) 20% 18% 62% Access  promotional  c oupons  for  redemption  at  the  store 31% 20% 49% Scan  bar  c odes  and  c ompare  prices  to  other  retailers 24% 17% 59% Scan  bar  c odes  to  learn  more  about  a  specific  product  (product   information,  product  images,  video,  e tc.) 22% 17% 61% Look  on  a  retailer’s  website  for  product  beyond  what  they  c arry   in  the  store 27% 20% 53% Check-­‐in  using  ShopKick  to  receive  reward  points  for  visiting   retail  stores 13% 12 75%Q5 - 830 Make  a  purchase  on  your  phone  at  another  retailer 15% 13% 72% 24
  • Amazon Competitive Pricing via App 29% Freq/Often 20% Freq/Often 25
  • Access Promotional Coupons For In-StoreRedemption Based On Text Sent Via Email Link 31% Freq/Often 26
  • Scan Bar Codes/Compare To Other Retailers24% Freq/Often 27
  • Scan Bar Code To Learn More About Specific Product Information22% Freq/Often 28
  • Check-In Using Shopkick 13% Freq/Often 29
  • Smartphone usability is still awkward (49%) while credit card security (36%) and connection speeds (31%) top the list of challenges What is keeping you from shopping more from your Smartphone? (Check all that apply.) Shopping  is  sUll  too  awkward  on  my  phone   49%   Concerned  about  giving  my  credit  card  informaUon  over  a  mobile  connecUon   36%   Slow  connecUon  speeds  or  lack  of  connecUvity   31%   Can’t  get  a  clear  enough  image  of  the  product   26%   Product  informaUon  cannot  be  easily  reviewed   23%   Takes  me  too  long  to  buy   20%   Product  informaUon  is  limited   18%   Feel  that  the  full  product  selecUon  is  not  offered   13%   Retailers  are  not  able  to  customize  my  experience  based  on  my  current   9%   Other  (Please  specify)   12%  Q6 - 830 30
  • Awkward Shopping, Slow Connection & Error Messages
  • Unclear Imagery, Lack Of Or Unwieldy Product Information
  • Shoppers are evenly divided between heavy (daily/weekly), monthly and intermittent usage How frequently do you browse or buy product and services online using your Smartphone? Daily   6%   22% Heavy Weekly   16%   Several  Umes  per  month   17%   28% Monthly Once  a  month   11%   4  or  more  Umes  per  year   10%   25% Intermittent Less  than  4  Umes  per  year   15%   Never   25%  Q7 - 830 33
  • 84% will spend somewhat more to about the same as current levels via smartphone this year How would you expect your mobile shopping spending behavior to change for the balance of 2011? Spending  significantly  more   8%   Spending  somewhat  more   37%   Spending  about  the  same   47%   Spending  somewhat  less   5%   Spending  significantly  less   3%  Q11 - 400 34
  • II. THE TABLET: Topline•  Tablets are perceived as ideal tools for researching products and browsing followed by purchasing•  Aggregator apps and single retail downloads see limited usage•  Browsing and buying patterns show higher concentration of buyers in the tablet segment as 68% of tablet owners vs. 48% of smartphone owners had made a purchase confirming its strong positioning as a shopping tool•  78% of tablet browsers and buyers have purchased where favorite stores were dominated by Amazon followed by Best Buy, eBay and Target•  Shopping satisfaction is stronger on the tablets than smartphones•  Core capabilities of CoffeeTable are seen as valuable by tablet owners where browsing favorite catalogs and receiving alerts top the list 35
  • To date Aggregator Services are the shopping apps most frequently downloaded to tablets yet they subsequently see relatively limited usage How often have you dow nloaded and used the 11-20 6-10 1-5 follow ing types of shopping apps [for your Never Tim es Tim es Tim es tablet]? Aggregator services (Netflix, iBooks) 12% 21% 35% 32% Com parison shopping engines (PriceGrabber, Shopping.com ) 11% 15% 23% 52% Standalone retail stores (Best Buy, Target) 8% 17% 35% 40% Group shopping (Groupon) 7% 16% 29% 48% Private sale (Rue La La, Gilt) 6% 11% 16% 67%Q13 - 417 36
  • Tablets are perceived as an ideal tool for researching products and browsing followed by purchasing Strongly  to   Please  provide  your  level  of  agreement  with  t he  following  statements   Somewhat  to   Somewhat   Neutral regarding  your  iPad  or  Tablet. Stongly  Disagree Agree The  iPad/Tablet  is  an  ideal  t ool  t o  research  products  before  m aking  final   purchases 59% 26% 15% The  iPad/Tablet  is  an  ideal  t ool  for  browsing  m y  favorite  catalogs  and   retailers 56% 29% 15% The  iPad/Tablet  is  an  ideal  t ool  for  purchasing  from  m y  favorite  catalogs   and  retailers 49% 29% 22% The  ability  t o  use  m y  iPad/Tablet  t o  interact  m ore  with  t he  product   (zoom,  rotate,  t ouch  for  additional  info)  m eans  I  purchase  m ore  product 40% 31% 29% The  ability  t o  see  t he  product  better  via  m y  iPad/Tablet  m akes  m e  want   to  shop  m ore 38% 34% 28% The  portability  of  m y  iPad/Tablet  m eans  I  purchase  m ore  product 32% 33% 35% I  only  shop  via  m y  iPad/Tablet  when  I  am  away  from  home 28% 23% 49%Q14 - 417 37
  • Tablet owners appear to use these devices to browse and buy online more frequently than smartphone owners How frequently do you browse or buy products and services online? Daily   6%   10%   Weekly   16%   19%   Several  Umes  per  month   17%   19%   Once  a  month   11%   12%   4  or  more  Umes  per  year   10%   7%   Less  than  4  Umes  per  year   15%   9%   Smartphone   Tablet   Never   25%   24%  Q7/15 – 400S/417T 38
  • Tablet owners use these devices to purchase online more frequently than smartphone owners How  many  purchases  have  you  made  in  the  past  6  months?   36%   None   22%   18%   1   15%   30%   2-­‐5   39%   9%   6-­‐10   12%   7%   Smartphone   Tablet   >10   12%  Q8/16 – 400/363 39
  • Over 100 different merchants were named as one of the last 3 stores where purchases were made via a tablet with Amazon, Best Buy, Target, eBay, iTunes and Wal-Mart topping the lists What  are  the  last  3  stores  where  you  made  a  purchase  on  your  iPad  or  Tablet? TOP STORES Store  1 Store  2 Store  3 Amazon 31% Amazon 12% Amazon 6% Amazon Best  Buy 9% Best  Buy 10% Best  Buy 5% Best Buy Target 7% eBay 8% Wal-­‐Mart 4% eBay 5% Target 5% eBay 4% Target iTunes 5% Wal-­‐Mart 5% iTunes 2% Wal-­‐Mart 5% Apple 2% Sears 2% eBay Apple  Store 3% iTunes 2% Target 2% Barnes  &  Noble 3% Barnes  &  Noble 1% Apple  Store 2% iTunes LLbean 2% Borders 1% Barnes  &  Noble 2% Wal-Mart Kohls 1% Macys 1% Borders 2% Netflix 1% Bed  Bath  &  Beyond 1% Home  Depot 1% Apple App  store 1% Cabelas 1% Kohls 1% iBooks 1% overstock.com 1% Groupon 1% Barnes & Noble QVC 1% Staples 1% iBooks 1% JC  Penney 1% Gap 1% LLBean 1% Sears 1% Groupon 1% Macys 1%Q17 – 324 Verizon 1% Lands  End 1% Staples 1% 40
  • In which categories did you purchase products or services. Select all that apply. Books/Magazines   37%   45%   Clothing  and  accessories  (men’s,  women’s,  kid’s)   26%   37%   Digital  books   24%   30%   Consumer  electronics   23%   28%   Note: Computer  hardware  and  soWware   20%   27%   -The categories purchased Music/DVD/Videos   26%   24%   more with Smartphones are Movies   22%   21%   11%   tickets and food GiWs  and  collecUbles/Flowers   20%   23%   GiW  Card/CerUficates   19%   -Tablet strongholds include Tickets  (movies,  concerts,  theatre)   18%   31%   clothing/accessories, and Toys/Video  games   16%   17%   gifts and collectibles Furniture/Home  and  garden   8%   13%   CraWs/Hobbies   11%   12%   Food   12%   18%   Pet  supplies   10%   10%   SporUng  goods   8%   10%   Health  and  beauty  items   10%   10%   Jewelry/Watches   10%   8%   Luxury  items   5%   6%   Smartphone   Travel   0%   1%   Tablet   Dont  know/unsure   1%  4%  Q9/18– 400/324 Other,  please  specify   1%   1%   41
  • Shopping via a tablet delivers a more satisfactory experience than shopping via a smartphone Thinking about your most recent shopping experiences, what level of satisfaction would you report? Very  saUsfactory   32%   50%   Somewhat  saUsfactory   41%   38%   Mixed  bag  (someUmes  saUsfactory/someUmes  not  saUsfactory)   24%   9%   Somewhat  unsaUsfactory   3%   3%   Smartphone   Tablet   Very  unsaUsfactory   0%   0%  Q10/19– 400/324 42
  • 69% of tablet owners report that their most recent shopping experiences via these devices was significantly to somewhat better than shopping with their smartphones How would you rate the shopping experience on the iPad or Tablet versus your mobile phone? Significantly  beger   39%   Somewhat  beger   30%   About  the  same   17%   Somewhat  worse   2%   Significantly  worse   1%   Dont  shop  on  both  devices   6%   Don’t  own  both  devices   5%  Q19 – 324 43
  • On the Horizon> consumer comfort with a myriad of mobile devices> merchant investment in mobile> traffic and revenue generation resulting from mobile> expectations regarding a seamless shopping experience
  • ARE YOU READY FOR THE “m” FACTOR?
  • Chris FriedlandCoffee Table A Real Valuable Product Real Valuable LLCThe iPad’s Catalog Marketplace http://www.realvaluable.com 46
  • Why We Sponsored the e-tailing group Research•  Understanding current mobile behavior•  Likes / dislikes of mobile shopper•  Better understanding of what is missing from current mobile / shopping experience•  The role of tablet in consumer shopping behavior 47
  • Catalog MarketplaceCoffee Table is a free iPad application allowing users to aggregate retailers catalogs to a “virtual” coffee table. 48
  • Features a Catalog StoreUsers can subscribe to catalogs of brands they are familiar withand discover new brands through the Coffee Table catalog store 49
  • How it WorksCatalogs users subscribe to are digitally pushed up to their devices as released. 50
  • And it’s more than just a viewer.. In addition to viewing, users can purchase items in thecatalogs by touching items within the issue to add them to their shopping cart 51
  • Shop Offline, Buy OnlineCoffee Table stores cart level information on the tablet, allowing users to shop offline and place orders when online 52
  • Flash Sale FeaturesCoffee Table allows retailers to push limited duration flash sales promotions to customers to draw users back into the catalog to buy 53
  • Easy Integration Requirements•  Coffee Table requires no IT to get started, just: –  A PDF of a retailers catalog –  An excel document containing product specifications –  A contact in the retailers call center –  Will move to EDI integrations once critical mass is reached 54
  • Simple Pay For Performance Model Open, Setup, and Push Fees waived for earlyadopters who participate in our June 1st launch Cost per Open! Cost per Push! Affiliate Fee! " " " $1 per catalog open" $0.20 per push We participate in (Only charge on first open)! notification to your existing subscribers" affiliate marketing program" n  $6.00 per page setup fee for new issues" n  One time $1500 setup and training charge" 55
  • Easy Decision - Lets Get Started•  Extends your reach and visibility•  Predictable ROI•  Easy and Low Cost Implementation•  Email chris@shopcoffeetable.com to get a copy of an insertion agreement and setup a live demo with your catalog on Coffee Table 56
  • Benefits•  Leverage existing catalog creative on iPad•  Offer flash sale promotions to subscribers•  Use your catalog as a transactional sales tool•  Get additional brand exposure through catalog marketplace•  Easier shopping experience through two touch checkout 57
  • Questions & AnswersLauren Freedmanlf@e-tailing.com(773) 975–7280Chris Friedlandchris@shopcoffeetable.com(530) 321–7277 58