YOU ARE LOSING THE SALEHow in-store mobile use costs you money & how you can reverse it to make more $$$                A ...
KEY POINTS• The in-store consumer now uses their mobile phone while shopping  to make purchase decisions• Physical presenc...
Consumer Behavior• The average consumer today checks  10.4 information sources before  buying(1)• 70% of Americans say the...
How Consumers Are UsingTheir Phones While Shopping52% of adult shoppers use a cellphone for one of the following 3reasons ...
25% Used Their Phone To Compare PricesHere is what happened after checking the price(1) :• 37% decided not to purchase the...
Proactive Engagement with the ConsumerThe retailer has the choice of simply ignoring this behavior, or engagingconsumers o...
Consumers – Key Benefits• Help Me – How can you save the  consumer time• Entertain Me – Provide an  experience that is eas...
Business – Key Benefits• Brand Awareness – On a  consumer‟s phone and more easily  sharable to social networks• Capture Le...
Joanne visits her local hardware store searching for                                                 a new faucet while re...
Consumers Want:•   To make more informed purchase decisions•   Confidence that they can accomplish a task    and have the ...
Product Review App•   Products can be individually shared to shopper‟s    social networks•   In-store shoppers can read ad...
Chris‟s mother has asked for him to tackle the                                               daunting task of plumbing and...
Users Want                                    Businesses Want•   Easy way to quickly find the exact        •   Less Return...
Enhanced Customer Service App                      •   Short Instructional videos expand on written                       ...
User Benefit•   Usability – Go straight to the step that I need help with – now!•   Portability– Easier to review a short ...
•   Collect questions from customers•   Create a community where customers    answer each others questions (reducing    cu...
•   In-store use by staff & Associates to encourage    consumers•   Marketing and Messaging•   Uniformity – Adopt approach...
You Are Losing the Sale:  How in-store mobile use costs you money & how you can reverse it to make more $$$
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You Are Losing the Sale: How in-store mobile use costs you money & how you can reverse it to make more $$$

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Research shows that the majority of us now use our mobile phones while shopping to guide our purchase decisions. Consumers are accustomed to reading reviews and obtaining opinions, and often rely on social networks to influence what they buy. This behavior is happening in-store and means that physical presence is no longer a barrier to losing the sale to your competitors.

This presentation explains how retailers can choose to embrace this behavior, by amplifying the benefits of mobile shopping to increase sales and improve customer loyalty.

The examples and solutions presented demonstrate key benefits for consumers and businesses, both at the point of sale and post-purchase. The essential points to keep in mind are also listed, in order to ensure customer adoption when implementing new mobile retail solutions.

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You Are Losing the Sale: How in-store mobile use costs you money & how you can reverse it to make more $$$

  1. 1. YOU ARE LOSING THE SALEHow in-store mobile use costs you money & how you can reverse it to make more $$$ A presentation by: VOICES HEARD MEDIA and
  2. 2. KEY POINTS• The in-store consumer now uses their mobile phone while shopping to make purchase decisions• Physical presence within a store is no longer a barrier to competition• Retailers must look at how to aid and add value to the consumer‟s shopping experience through mobile This not only keeps competition out but the consumer shopping within• By engaging consumers in-store the retailer can also establish a direct line of communication to aid them in the post purchase phase The goal here is to more quickly and easily solve customer service issues in order to reduce returns.
  3. 3. Consumer Behavior• The average consumer today checks 10.4 information sources before buying(1)• 70% of Americans say they look at reviews before taking the next step to conversion(2)• Majority of consumers (74%) rely on social networks to guide purchase decisions(3)• Brands with the highest „social media activity‟ (including reviews) increased revenues by as much as 18% (4)Sources• (1) Social Trends Report 2012, Bazaarvoice, June 2012• (2) Google, Zero Moment of Truth (http://www.zeromomentoftruth.com)• (3) Gartner, July 2010• (4) Media Post News, July 2009
  4. 4. How Consumers Are UsingTheir Phones While Shopping52% of adult shoppers use a cellphone for one of the following 3reasons while in-store(1) :• 38% call a friend for advice about a purchase they are considering making• 24% look up reviews of a product• 25% look up the price of a product Sources • (1) The rise of in-store mobile commerce, Pew Research Center http://pewinternet.org/~/media//Files/Reports/2012/In_Store_Mobil e_Commerce.pdf
  5. 5. 25% Used Their Phone To Compare PricesHere is what happened after checking the price(1) :• 37% decided not to purchase the product at all• 35% purchased the product at the store• 19% purchased the product online• 8% purchased the product at another store Sources • (1) The rise of in-store mobile commerce, Pew Research Center http://pewinternet.org/~/media//Files/Reports/2012/In_Store_Mobile_Commerc e.pdf
  6. 6. Proactive Engagement with the ConsumerThe retailer has the choice of simply ignoring this behavior, or engagingconsumers on their mobile phone and channeling them into acontrolled environment where they can:• Amplify the benefits of mobile shopping to increase sales and customer loyalty• Reduce the need for consumers to leverage competitor mobile sites (which increases the likelihood of losing the sale)• Connect with the consumer at the time of sale which enables them to stay in communication post-saleKeys To User Adoption• Clearly Define the Value to the User• Make It Easy
  7. 7. Consumers – Key Benefits• Help Me – How can you save the consumer time• Entertain Me – Provide an experience that is easy, portable, and fun (e.g. while shopping)• Give Me – Offer a clear value (deals, coupons, more information)• Promote Me – Give access to a community of peers where customers can help each other and feel important while doing so (promotes a high trust factor)
  8. 8. Business – Key Benefits• Brand Awareness – On a consumer‟s phone and more easily sharable to social networks• Capture Leads – Easier product registrations and opportunities to capture email addresses• Revenue – Cross-selling opportunities, better Customer service, Reduce returns• User Data and Analytics – Understand buying habits• Customer Loyalty – Proactively help consumers make better purchase decisions
  9. 9. Joanne visits her local hardware store searching for a new faucet while remodeling her basement. She decides on a brand but wants to find more information about how it compares to others before making a final decision. What now? By scanning the QR code directly on the packaging (or by typing in a short URL) using her smartphone, Joanne is given immediate access to several online resources – videos, reviews, list of tools needed, promotions, accessoriesTHE SOLUTION• Immediate access to helpful information with no additional packaging or POP• Overview of installation process, allowing Joanne to see what she is getting into• Access to other customers‟ product reviews - link to a forum to ask questions• Easy access to further information about available installation services
  10. 10. Consumers Want:• To make more informed purchase decisions• Confidence that they can accomplish a task and have the necessary tools• To understand what is included with a product purchase• To see what other consumers are saying about a particular product• The ability to quickly and easily share with other involved interested parties (spouse, Businesses Want: partner, etc.) • Fewer returns – ensure consumers are• Ability to find information on their own, i.e. buying the correct products for their needs no need to wait or find an associate to help them • Cross-selling opportunities – consumers don‟t have to make a return trip to purchase a necessary item • More data faster on what is being purchased and what interest drive conversions • Better customer experience – this means repeat business • Better informed associates – possessing a clear understanding of the product offering and explaining the product correctly
  11. 11. Product Review App• Products can be individually shared to shopper‟s social networks• In-store shoppers can read additional product information, view product images, comment and rate user reviews, and see pricing in one mobile experience• Consumers can review and vote on favorite products as a way to provide feedback for future buyers
  12. 12. Chris‟s mother has asked for him to tackle the daunting task of plumbing and help her install her new sink over the weekend. On Saturday, Chris drives to the store, picks up the sink, and starts to get his hands on the project. As he starts to install the supply line, he begins to have trouble. What now? Chris has the option to scan a QR code on the instruction manual to see short videos to walk him through this process, or go to a short URL that links to a help forum to receive further assistance from other users.THE SOLUTION• Consumers save time by having access to helpful resources• Short step-by-step video instructions allow Chris to skip directly to to the problem area• Portable instructions for easy access in confined-space projects• Real consumers helping each other within a Q&A community
  13. 13. Users Want Businesses Want• Easy way to quickly find the exact • Less Returns information they are looking for. • Information to quickly identify issues Preferably visual with audio (Best Case and opportunities – someone performing the task and • Data to help predict future results talking through the process) • Ability to cross-sell other services• Confidence that they are putting the product • Increase product registrations together correctly • Better Customer Experience• Easy access (portability)• No waiting, i.e. having to call phone number or email for support• Community – Learn how others have accomplished the same goal or resolved a similar issue
  14. 14. Enhanced Customer Service App • Short Instructional videos expand on written instructions • Companies are better able to identify and understand key problem areas, based on data showing which videos are viewed the most • By getting consumers to engage via mobile, brands are able to establish a direct line of communication
  15. 15. User Benefit• Usability – Go straight to the step that I need help with – now!• Portability– Easier to review a short video formatted specifically for mobile platforms• Quickly access support – register product – provide feedback• More likely to share videos that are more targeted and on a specific subject• Allows consumers to communicate and see other user comments on specific topicsBusiness Benefit• See which area of the instructions is the most problematic• Identify and address problems with products BEFORE return• Customers helping other customers – reduce customer service burden• Proactively communicate with customers – create a dialogue• Your brand becomes identified as the “facilitator and helper”• Capture user information
  16. 16. • Collect questions from customers• Create a community where customers answer each others questions (reducing customer service workload)• Facilitate easy product registration - Reduce the number of steps to register products from 10 to as little as 2• Provide incentives for product registration• Cross-sell other services, parts and products through banner ads• Send coupons directly to customers• Capture customer data including e-mail addresses• Survey or poll users – easy ways for consumers to provide feedback
  17. 17. • In-store use by staff & Associates to encourage consumers• Marketing and Messaging• Uniformity – Adopt approach for multiple products and not just one• Make it Easy to Connect – QR codes, short URL‟s, and within existing company apps• Reward customers for participating• Distribution – Provide not only on mobile but on the web AND through social• Make it a Corporate Priority

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