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[Slides] Make an App for That: Strategies for Winning Retail Mobile Strategies, by Chris Silva

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[Slides] Make an App for That: Strategies for Winning Retail Mobile Strategies, by Chris Silva

  1. 1. 1 Make An App For That: Strategies For Winning Retail Mobile StrategiesAltimeter Group Webinar #appforthatMarch 2, 2012Chris SilvaIndustry Analyst, Mobile
  2. 2. Smartphones And Tablets Are Where Users Turn When Shopping© 2012 Altimeter Group
  3. 3. 3 Over 2/3 of smartphone users took them to the store with them this past holiday. They spent on average $71 per order when purchasing on their smartphones.© 2012 Altimeter Group
  4. 4. 4 People can’t buy smartphones fast enough iPhone 4s: 4M devices in its first weekend, bests Kinect as fastest selling device ever!© 2012 Altimeter Group
  5. 5. 5 Smartphone Ownership Continues Meteoric Rise The new mobile customer is overwhelmingly a smartphone customer.© 2012 Altimeter Group
  6. 6. 6 Tablets are quickly following Apple’s iPad sold at a rate of 14.8/hr on Black Friday 2011. The pile – if stacked – would be measured in miles.© 2012 Altimeter Group
  7. 7. 7 We’re Seeing These Shoppers Grow Rapidly U.S. Online Holiday Spend: 2011 vs. 2010 Overall Holiday Spend (Nov.1-Dec. 26) Thanksgiving Day (Nov. 24) 35274 Black Friday (Nov. 25) Millions ($) 26% YOY increase 30591 Thanksgiving Weekend (Nov. 26-27) Cyber Monday (Nov. 28) 22% YOY increase 2011 2010 Green Monday (Dec. 12) 15% YOY increase 2011 Free Shipping Day (Dec. 16) 2010 2011 saw gains on Week Ending Dec. 25 every major 0 500 1000 1500 2000 2500 3000 shopping day over Millions ($) 2010. Source: Comscore, Q4 2011© 2012 Altimeter Group
  8. 8. 8 If You Build It… They’re Already There More than 50% of adults are buying on smartphones today, more than 2/3 have the device in-store, still many aren’t being served.© 2012 Altimeter Group
  9. 9. Why Many Are Lagging In The Race© 2012 Altimeter Group
  10. 10. 10 Not All Brands Are ―Flying High‖ Altimeter Identified 3 Phases Of Mobile Maturity, Which One Does Your StrategyFeel Most like?© 2012 Altimeter Group
  11. 11. 11 The First Step Is Choosing The Right Path Look complicated? It’s not but needs to be undertaken carefully to get on the right path.© 2012 Altimeter Group
  12. 12. 12 The Second, Choosing The Right App Engage strategies can provide product information, post-purchase support, or help to provide a presence for retailers and brands with a fully online presence. The focus is on bringing shoppers closer to the brand to drive interaction, not just spend. ENGAGE© 2012 Altimeter Group
  13. 13. 13 Different Apps Serve Very Different Purposes These strategies are focused on driving transactions and measured in total purchases, purchase size or frequency, and purchase-per-store metrics. The ROI model is simple — drive purchases and grow the business. ENRICH© 2012 Altimeter Group
  14. 14. Image by Zoagli used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zoagli/49894253 What Winning Looks Like© 2012 Altimeter Group 2011
  15. 15. 15 Engage: Sephora-To-Go app serves up the ultimate palate of engagement Sephora-To-Go designed to be the Go-To • ―Try on‖ products virtually • Watch expert tutorials and product demos • View Sephora staff ―obsessions‖ • Scan in-store barcodes and QR codes • Access >1m+ ratings and reviews • Fully integrated with Sephora Beauty Accounts • Locate the nearest Sephora via GPS • And more!© 2012 Altimeter Group
  16. 16. 16 Engage: Home Depot designs multi-channel QR code campaign to aid the considered purchase— online and off Home Depot’s campaign spans online and offline media, in-store signage, local events, and more. Once activated, shoppers can access how-to videos, product demos, relevant accessories, buying guides, project guides, even make a purchase.© 2012 Altimeter Group
  17. 17. 17 Engage: GE’s Moodometer helps you find just the right bulb© 2012 Altimeter Group
  18. 18. 18 Enrich: Overstock.com develops mobile app to promote, complete with scratch-off daily coupons© 2012 Altimeter Group
  19. 19. 19 Enrich: Taco Bell joins forces with MTV to offer exclusive sneak-peak award show music and video content As a sponsor of MTV’s Video Music Awards, Taco Bell seized the opportunity to engage customers directly with the product by promoting MTV’s; The campaign yielded nearly a half million scans in a mere 4 weeks.© 2012 Altimeter Group
  20. 20. 20 Enrich: Redbox’s 10 Days of Deals mobile campaign drives mass awareness, engagement, sales Using multiple channels to drive awareness: • 1.5 million texts in 10 days • 400,000 unique participators • 200,000 new Redbox customers© 2012 Altimeter Group
  21. 21. 21 Enrich: Tesco customers scan and purchase goods in virtual subway supermarkets Customers scan QR codes to purchase products for same day delivery while in the subway. More than 10K consumers visited using their smartphones. New members rose by 76% after the first implementation and online sales increased by 130%.© 2012 Altimeter Group
  22. 22. Focus On Goals, Path Then App© 2012 Altimeter Group 2011
  23. 23. 23 Next steps: Where Are You Now?  Where are you today?  What is your endgame?  What should the app be?© 2012 Altimeter Group
  24. 24. 24 Next Steps: What Is The Business Seeking?  Where are you today?  What is your endgame?  What should the app be?© 2012 Altimeter Group
  25. 25. 25 Next Steps: Building The Best Tool  Where are you today?  What is your endgame?  What should the app be?© 2012 Altimeter Group
  26. 26. 26 Choosing strategy  Know thyself • What is the status of mobile today, is this .5 of strategy or iteration 4.5? What have you learned, where are resources allocated?  Business goals • Focus on end goal, enrich and engage can coexist, but should not necessarily do so from the start; • What metrics matter, go beyond downloads to look at active users, cross channel pull through, segmented sales metrics.  App design • Four models are most popular in mobile today among winners doing things differently, there will be more; • Novelty of Experience is most important, solve actual – not perceived – user problems© 2012 Altimeter Group
  27. 27. 27THANK YOUChris SilvaIndustry Analyst, Mobilecsilva@altimetergroup.commakemobilework.comTwitter: 802dotchris
  28. 28. 28ABOUT USAltimeter Group is a research-based advisory firm that helpscompanies and industries leverage disruption to their advantage.Visit us at http://www.altimetergroup.com or contactinfo@altimetergroup.com.

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