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    Czech.soto_fall2012_mobilecommerce Czech.soto_fall2012_mobilecommerce Presentation Transcript

    • WHAT IS THE FUTURE OFMOBILE SHOPPINGFOR MILLENNIALSIN THE US? CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • HYPOTHESIS previously > sought and trusted opinions from experts (one “specialized” individual) > shopped @ one particular store for everything > different perception on value CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • HYPOTHESIS previously now > sought and trusted seek information < opinions from experts sourced from reviews (one “specialized” posted by individuals individual) with like interests > shopped @ one do not shop @ one < particular store for store; constantly on the everything hunt for a better value (beyond brick & mortar stores) > different perception enter a physical < on value storefront as a means of research CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • KEY FORCES INFLUENCE MORE CODE: INVOLVEMENT BANG FOR YOUROver 100 million smartphones in 2012 BUCK $$$200 million by 2016 58% of mobile shoppers are age 18-34 31% research a purchase on their device before buying it in-storefederal reserve mobile device report CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • KEY FORCES ECONOMY CODE: CONVENIENCE only 54.3% of young adults aged 31% want to track 18-24 have a job their finances on a (It’s the lowest rate since the government started keeping daily basis records in 1948) One in five “mobile price matchers” ultimately made their most recent purchase from an online store, rather than a physical location(cell phones as a tool for online price matching) CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • KEY FORCES INTERACTION CODE: FLEXIBILITY bespoke shopping; more stores tending to needs of the consumer 33% would like to receive promotions and offers based on their current location 48% of consumers conceded they use their mobile devices consumers looking for better experiences for their money to look up product ratings or to find promotions CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • TRENDS SHOWROOMING > Millennials use the store to try on merchandise, experience technology, and get hands-on feel of what it is they’re buying. > However, the actual purchase is often made online, which causes brick and mortar stores to miss out on crucial sales. > The hassle of downloading one app for every store is tedious and represents an additional barrier to entry. CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • TRENDS SHOWROOMING This app helps stores to offer in-store technical support to shoppers, especially in the busy holiday season. Business can sign up and sales assistants can use an on-site diagnosis to assess and resolve customer problems. It can decrease the number of product returns and exchanges. swarm “Swarm, a new Web app, will help brick-and-mortar retailers combat online competition by offering users radialpoint good deals in real time.” - Digital Trends September 2012 CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • TRENDS CROWDSOURCING > Users can filter for nearby and friend advice, giving them a balanced opinions from their trusted peers and input from individuals with like-interests. > Besides being based on social recommendations, they use their own algorithms to organize information from the user’s shopping behaviors. > It also revolves around being able to access information at any given moment. CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • TRENDS CROWDSOURCING “Nara ... is currently focusing on restaurant recommendations in a limited number of U.S. cities. In the long run, though, as Nara founder and CEO Thomas Copeman told me last week, the company hopes that its algorithms will be able to analyze “Chicago-based all of the web and filter information Mouthee is today based on the user’s personal officially debuting interests and preferences.” its website and - TechCrunch June 2012 iOS application, which allow users to quickly share reviews of local restaurants andnara hotels, as well as movies, music and books.” - TechCrunch October 2012 mouthee CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • TRENDS GAMIFICATION > All about playing the field, trying to get the best deal for your money and only allotted a certain amount of time before it ends. This is the game of mobile shopping tied to in-store shopping. > Mobile apps adopting steroidal flash and bidding sales. > Game design techniques in non-game contexts. > Geo-rewards program using NFC (near field communication) CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • TRENDS GoSpotCheck, which allows just about GAMIFICATION anyone -- from field merchandisers to someday a company’s non-sales employees or a brand’s shoppers “Saga keeps track of and Facebook fans -- where you are, how monitor what happens you got there and who in stores. - AdAge you’re with -- all without November 2012 you having to check gospotcheck in. The app uses senors already embedded in your phone to record your whereabouts -- and suggests places “(Decide) tells you when a product was you should visit based released, gives pricing history and predicts on your previous whether or not prices are likely to drop again. destinations.” Based on that info, the app tells you if it’s a good - Mashable August time to buy that product or not. Decide.com, the 2012 website on which the apps are based, recently added a price-guarantee feature, too.” - CIO Blog November 2012saga decide CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • TRENDS INSTANT GRATIFICATION > Deliver goods bought online from retailers who have brick & mortar stores within 10 miles of the delivery address that use messengers at existing courier services. > The combination of local and mobile offers great advantages to businesses. > Check in at store & then provide customers with coupons for immediate use. > Instantly gratifying delivery of goods and/or services. CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • TRENDS INSTANT GRATIFICATION “Time is of the essence in mobile commerce. Mobile shoppers are not kicking back browsing the web— typically they’re looking for something, and want it fast. Walgreens Co. is wasting no time in getting to a subset of its shoppers. Consumers who check in at a Walgreens store via the foursquare mobile social network instantly receive a coupon for a special offer. What’sshutl more, the coupon can be scanned“Shutl, the London-based startup that promises directly from the smartphone, mobileto enable the delivery of online purchases functionality that puts Walgreens farwithin minutes of sale, has secured $3.2 ahead of the pack.”million in funding that it plans to put toward its - Internet Retailer March 2012upcoming debut in North America.” - TechCrunch October 2012 walgreens CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • SUBCULTURE HYPERLOCAL-NESS “Millennials feel hyper-connected to both their local neighborhoods as well as to the world at large.” - Kantar Media SRDSbeing able to have your product(s)within a short given time. Balance of real, authentic, meaningful experiences & the feeling of empowerment. Millennials have a local-awareness and interest in the well-being of their immediate surroundings so they value small and local businesses. CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • SUBCULTURE HYPERLOCAL-NESSebay now“the eBay Now same-day delivery servicecould be a game changer for retail.” - Digital Trends November 2012 square register “... Square will continue to eye partnerships with large brick-and-mortar stores and brands to power mobile payments and loyalty. But there’s a point to be made that the major opportunity may not be with the large brands like Starbucks but with the multitude of small to medium sized chains across the U.S. and beyond. These are regional stores that have two or more locations, but aren’t as big as the larger national chains...” - TechCrunch December 2012 CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • INSIGHTS & OPPORTUNITIES Engage Millennials online and off. Allow them to co-create and have two-way dialogue. Entertain them with great content. do expect something in return from Provide value as they brands. They want quality experiences, products and direct engagement from brands. - PSFK CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • INSIGHTS & OPPORTUNITIES “The Aurasma app... allows a user to point his or her smartphone or tablet at an enabled page and obtain a large degree of additional information.” - QR Code Press December 2012 macy’s in-store gpsribbon “Macy’s has added a new feature to its iPhone app that provides indoor turn-by-turn“Ribbon is launching today with a simple directions for its massive flagship locationconcept: Make digital payments easy no in New York City’s Herald Square, courtesymatter the platform. To do so, the company of Meridian, the software startup behind anhas developed a one-page checkout system indoor GPS platform.”that lets anyone sell whether on Facebook, - Mashable November 2012Twitter, on the web, email, and in the future,Pinterest, YouTube, and elsewhere.” - TechCrunch November 2012 aurasma CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • CLIENT PROFILE VISA “Visa Inc. (Visa) is a global payments technology company that connects consumers, businesses, banks and governments in more than 200 countries and territories to fast, secure and reliable electronic payments.” - BW invested $$ into shortcut to make quick online technology payments and provide other rewards-based app billing and shipping info securely shopkick 2011 square 2011 V.me 2012 CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • CLIENT INSIGHT FUTURE OF VISA mobile cashless payments society are more more humanistic UX streamlined, in technology for flawless, secure, both mobile devices & reliable and brick & mortar stores more mobile payments catering to the x ubiquity of technology integration of & crowdsourcing of apps are information hyperlocal-ness more minimal & simplistic CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE
    • CLIENT INSIGHT FUTURE OF VISA For many years Visa has been a reliable and leading global payments company. It’s time for them to seek service design consultancy so that they could explore alternative ways of elevating the experiences that the consumers of today and tomorrow, want and need. CZECH - SOTO / ANALYZING TRENDS - TIM STOCK - FALL 2012 / MOBILE COMMERCE