Yoc camerjam mobile marketing masterclass retail

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Yoc camerjam mobile marketing masterclass retail

  1. 1. Building a transactional mobile websiteMay 2012
  2. 2. At a glanceFounded in 2000 and listed on theFrankfurt Stock Exchange since 2006230+ employees across 6 EuropeanofficesOver 40 employees in the UKEstablished in the UK in 2004Turnover £35m and EBITDA £2.8mCurrent Market capitalisation £30.5m
  3. 3. Some of our Clients
  4. 4. Agenda1. Mobile Stats2. Think Multi-Channel3. Ensure Secure Payment4. Measure Performance5. Build For The Future6. Checklist 4
  5. 5. Mobile Stats
  6. 6. Industry statsEuropean Smartphone Market 32% own a smartphone - UK 75% predicted to own a smartphone by 2015Inflection Point Global Smartphone Sales Global Destkop & Notebook Sales Mobile browsing is projected to outstrip desktop browsing by 2014 ComScore 2011, Morgan Stanley 2010, 2011
  7. 7. Industry statsUsage mobile websites8x more growth than apps + 22,4 % Mobile sites + 2,8 % Apps Tomorrow Focus Media 2011
  8. 8. Industry statsMobile CommerceGrowth driver for mobile technology (in billion $) UK • Peoples’ average transaction value for purchases with a credit card/ bank details/ PayPal grew by 43% from 2010 to 2011 • 52% (25,2220,000) use mobile commerce • 45% use their mobile to conduct research for a purchase • 38% use mobile to find shop locations, opening hours, contact details, check prices • 54% would buy more on their mobile if websites were optimised for mobile Coda Research 2010, comScore 2011
  9. 9. Industry statsEbay• $2.2 billion in 2010 – globally• £3.3 million in 2010 - UKAmazon• $1 billion in 2010 globallyAsos• £1 million within one month (December 2010)Air Berlin• £1 million within first 12 months NMA 2011
  10. 10. Mobile traffic arriving at desktop site 30,099 unique visits 307,224 unique visits 412,581 unique visits 74,222 unique visits 3,626,909 unique visits 841,250 unique visits Title of presentation 10
  11. 11. Mobile is a Retail Gamechanger!It is revolutionizing retail for both consumers and marketers. Jason Spero Head of Mobile, Americas, Google 11
  12. 12. To ensure great customer experience, usability and increased sales, consider three points: 1) Think Multi Channel 2) Ensure Secure Payment 3) Measure Performance 4) Build For The Future 12
  13. 13. Think about all the touch points for mobile across your customer journey… 13
  14. 14. Deutsche Post DHLTransaction Innovation InteractionBuy postage stamps Augmented reality and Design postcards onand track parcels via radar tools to locate the the phone and let DHLintegrated bar code closest Service Point. send a physical versionscanner or serial to your friends.number
  15. 15. Think Multi-Channel 15
  16. 16. The web will have more touch pointsin a larger digital ecosystem 16
  17. 17. Multi-Channel User Experience - Mercedes 17
  18. 18. Ensure Secure Payment35% are concerned about security while shopping on a mobile device 18
  19. 19. On-premise installation to ensure highest security standardsUse well-known payment options (i.e. PayPal ….)Do not link to non – mobile-optimized websites 19
  20. 20. Measure Performance Response Time, Availability, Consistency 20
  21. 21. Mobile Sites Response Time In Response Time SecondsBaur 5,823 Definition:Twenga 9,434ladenzeile 10,157 Average time it takes to fully loadOtto 10,507 a mobile site and complete a taskAverage 10,744Conrad 10,785Amazon 10,967Ebay 10,993Bonprix 11,579Weltbild 11,9743suisses 12,194Neckermann 13,776Compuware Germany, 2012 21
  22. 22. Winner – Response Time & Consistency 22
  23. 23. Mobile Sites Availability in % AvailabilityAmazon 98,40 Definition:3suisse 97,46Ebay 96,07 Measured the time a mobile homepage didn’tLadenzelle 96,01 load within 60 seconds – either due to back-end/ it related issues or network connectionOtto 95,05Baur 88,91Neckermann 87,46Average 86,00Weltbild 74,77Twenga 72,03Bonprix 70,10Conrad 69,78Compuware Germany, 2012 23
  24. 24. Mobile Sites Response time in Consistency secondsBaur 6,561 Definition:Bonprix 7,555Twenga 8,235 Standard deviation of sites based on the timeWeltbild 8,319 and day accessed.Conrad 10,156Ladenzeile 10,834Average 11,244Ebay 11,658Otto 13,6103suisse 14,281Amazon 14,325Neckermann 18,147Compuware Germany, 2012 24
  25. 25. Ted Baker - Launch 25
  26. 26. Build For The Future Proxy-Transcoding vs. API Integration & When To Develop In-House 26
  27. 27. When To Develop In-House 27
  28. 28. Full-Service Option Consulting Concept Wireframing Implementation Programming DesignGo Live 28
  29. 29. In-House Development + Support Consulting Concept Wireframing Support Implementation Programming Design Support Workshops SupportGo Live FITML Templates 29
  30. 30. ChecklistThink Multi-Channel Measure Performance Works on all devices & operating systems Response Time Optimises content for each device Availability ConsistencyEnsure Secure Payment Build for the Future On-Premise Installation Works with new and existing sources Use Established Payment Providers Offers ability to move development in-house Only link to mobile-optimised sites External advice & support available if and when needed
  31. 31. Thank You

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