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Internet Retailer Mobile Webinar

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BloomReach talks about mobile user optimization with Deb Shops.

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Internet Retailer Mobile Webinar

  1. 1. BLOOMREACH MOBILE David Cost, VP of eCommerce and Digital Marketing, Deb Shops Raj De Datta, CEO, BloomReach Moderator: Don Davis, Editor, Internet Retailer
  2. 2. E-COMMERCE IS GROWING… 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Total retail E-commerce
  3. 3. …BUT M-COMMERCE IS REALLY GROWING *comScore Inc. Sales through mobile devices increased 31% in Q1 2013 versus Q1 2012 Time spent on retail sites from mobile devices increased 385% over 3 years 48% of time spent on retail sites by consumers on tablets (14%) or smartphones (34%)
  4. 4. MUCH TOO BIG TO IGNORE “It’s staggering the magnitude of this, and how fast it’s moving. Turning to mobile devices is mandatory.” Gian Fulgoni, chairman of comScore 137 million U.S. consumers own smartphones 60 million U.S. consumers own tablets
  5. 5. JACKTHREADS “Users that buy on multiple screens have a 60% higher lifetime value than their single-screen counterparts.” Jason Ross, founder and CEO, flash sales apparel retailer Jackthreads 68% of traffic from mobile: 62% from smartphones and 6% from tablets 50% of sales: 89% of that from phones, 11% tablets
  6. 6. BEYOND THE RACK “Mobile sales may represent 55-60% of our business by June 2014.” Richard Cohene, Director of Marketing, Beyond the Rack Weekdays 37% of traffic and 33% of sales from mobile devices Weekends 41% of traffic and 41% of sales
  7. 7. OVERSTOCK.COM “We didn’t think people would shop on mobile, or we thought they would shop but not buy. That turns out not to be true.” Patrick Byrne, chairman and CEO, Overstock.com 35% of traffic from mobile devices 18-19% of sales
  8. 8. MOBILE TODAY
  9. 9. 14% of US web traffic was on mobile in 2012 MOBILE IS HERE* *KISSmetrics, Internet Retailer, MultiChannel Media Post, IBM 39% of traffic to Top 500 retailers will be from smartphones in 2013, will be >50% in 2014 32% of shoppers research and purchase on a smartphone mobile purchases on black Friday increased 40% from 2011 to 2012
  10. 10. BUT YOUR MOBILE GOALS ARE NOT BEING MET your mobile traffic will surpass your web traffic in the next 2 years… but mobile conversions will only equal 25% of your web conversions.
  11. 11. AND… YOU’RE LOSING MORE THAN JUST MOBILE DOLLARS mobile influences ALL of your channels for a $1B revenue company, you lose… ($10 MM from mobile) ($70 MM from online) ($170 MM from in-store) ($250 MM total revenue) mobile 10% revenue 7x influence factor (Deloitte) 17x influence factor (Deloitte)
  12. 12. 2-4 products to show makes typing & filtering challenging more exploration expect ease and speed constantly in use manages time and is not shared sees phone as time filler is multi-tasking on-the-go has limited real estate requires screen tapping is high frequency is personal THE USER THE DEVICE THE PROBLEM IS THAT MOBILE IS DIFFERENT you need a technology that is built for mobile THE USAGE
  13. 13. SO USER EXPERIENCE IS MORE CRITICAL TO SUCCESS THAN EVER BEFORE* *Google mobile survey, MediaPost 55% say a frustrating mobile experience hurts the perception of the brand 61% will go elsewhere to buy if they can’t find what they want in seconds 67% are more likely to buy from a site that is easy to navigate 67% prefer an optimized mobile site to a mobile app 74% will return to your mobile site if they have a good experience
  14. 14. A DAY IN THE LIFE OF A MOBILE USER TODAY… • demo
  15. 15. you visit your favorite retailer to look for boots you search for ‘boots’ and get mens bootcut pants you try searching by category and then you refine… you try a different search ‘boots shoes’ – 2 results and refine again… you finally find shoes but can’t refine by boots. so you try your search somewhere else… and you find exactly what you want, easily and fast. 60% of mobile shoppers do this everyday
  16. 16. LEVERAGE BIG DATA TO DELIVER RELEVANCE bloomreach web relevance engine data & content analysis interpretation & prediction content & behavior analytics machine learning optimization your data content products attributes categorization user queries actions conversions deep web crawl vertical specific crawl structured data crawl the web’s data relevant user experiences that match content with user intent bloomreach mobile bloomreach organic search
  17. 17. WHAT MOBILE SHOULD FEEL LIKE… demo
  18. 18. THE SEARCHER I just can’t find what I want. BLOOMREACH MOBILE IS EXPERIENCE OPTIMIZATION FOR ALL TYPES OF MOBILE USERS problem & persona mobile experience optimization THE BROWSER Browsing products is impossible on my mobile phone. THE LOYAL CUSTOMER My experience should be about me. PREDICTIVE SEARCH AND AUTO SUGGEST make browsing easier and desired products more discoverable CROSS-CHANNEL PERSONALIZATION creating personal experiences across mobile and desktop for new and loyal users TRENDING AND MORE LIKE THIS enabling single tap discovery connecting users to products using data and social signals
  19. 19. HOW IT WORKS cross- channel API call web relevance engine mobile API’s trending more like this search auto suggest experience intent: tory burch handbag
  20. 20. CROSS CHANNEL OPTIMIZATION customized search results based on previous desktop or mobile behavior dynamic landing pages with category & product recommendations based on user behavior across www and mobile analytics that track usage from mobile discovery to web purchase a cross-channel experience for known and new users
  21. 21. AUTO SUGGEST AND PREDICTIVE SEARCH suggests phrases and matches product results to performance and intent decrease typing with predictive search data-driven results pages ensure only relevant products are shown first machine learning driven search that optimizes to RPV
  22. 22. more like this is single tap navigation towards the products that users want based on individual user sessions MORE LIKE THIS & TRENDING enhanced product discovery trending measures referral traffic from social media sites and shows only the most popular products
  23. 23. BLOOMREACH AND DEB SHOPS
  24. 24. ABOUT DEB SHOPS Apparel for the trendy junior and plus sized female 300+ stores across the US Thousands of products including clothing, shoes, and accessories
  25. 25. Their phone is the primary vehicle for getting online They are impatient They spend more time on their mobile phone MORE THAN 50% OF TRAFFIC ON SOME DAYS COMING FROM MOBILE Deb Shops primary target audience is teens, whose behavior is unique from other audiences: experience discovery relevance
  26. 26. THE PERFECT PARTNERSHIP “We have teens who are on their phones browsing our site constantly. Couple this with their need for immediacy and we knew that experience on mobile was almost as critical as merchandising and design… BloomReach was a partner who could fulfill on the mobile user experience promise.”
  27. 27. OPTIMIZED MOBILE EXPERIENCE WITH BLOOMREACH experience discovery relevance
  28. 28. A REVOLUTIONIZED MOBILE EXPERIENCE 20% RPV lift for search users 65% exploring Deb Shops using auto suggest 40% more time spent on site for users exploring with more like this BloomReach Mobile will revolutionize mobile experiences… We need technologies that will help us reach our sales numbers and we believe that BloomReach Mobile will help us do just that. “ “
  29. 29. THANK YOU. David Cost, VP of eCommerce and Digital Marketing Raj De Datta, CEO, BloomReach

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