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Leveraging Mobility in the Store to Achieve Higher Conversions

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A presentation discussing the threats and - more importantly - the opportunities inherent in consumers' willingness to use their smartphones inside the retail store.

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Leveraging Mobility in the Store to Achieve Higher Conversions

  1. 1. LEVERAGING MOBILITY INSTORE TO DRIVE HIGHERCONVERSION RATES Copyright © Escalate, Inc. All Rights Reserved.
  2. 2. Shoppers are embracingthe idea of price-shoppingon their phones as part ofthe shopping process……and they represent a serious threat to conversion rates. Intro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  3. 3. From Threat…to Opportunity Today we will discuss several critical capabilities that put the Smartphone to use in the store to help achieve higher conversions…Intro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  4. 4. From Threat…to Opportunity  Engaging Experiences  Rich Product Information  Efficient Shopping Tools  Enterprise Inventory – Save the Sale – Endless AisleIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  5. 5. SMARTPHONES AND RETAIL:A SMART SHOPPERS’ DREAM Copyright © Escalate, Inc. All Rights Reserved.
  6. 6. Cell Phones Smart Phones 298 Million Handhelds 118 Million Subscribers 93% of Total US Population Expected Growth 50% Next Year Fast Becoming Ubiquitous Source: CTIA Wireless Association Sources: SNL KagenIntro Sales Killers Retailer Response How To Summary 6 Copyright © Escalate, Inc. All Rights Reserved.
  7. 7. e-Commerce Continues to Attract More and More Shoppers 11%Expected Growth of 2.3% Expected Growth ofOnline Sales in 2010 Store Sales in 2010 Sources: NRF, ComScore, Mobile Commerce DailyIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  8. 8. Store Shoppers Want the Same Rich Information and Instant Gratification27% of all consumers used their mobiles to browse and research products at least four times over a 12 month period20% of all consumers are researching purchases via mobile at least monthly 13% of all consumers make purchases via their mobile four times a year Sources: NRF, ComScore, Mobile Commerce DailyIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  9. 9. 18-34 Year Olds Really Want the Same Rich Information and Instant Gratification 41% of 18-34 year old shoppers used their mobiles to browse and research products at least four times over a 12 month period 32% of 18-34 year old shoppers are researching purchases via mobile at least monthly 23% of 18-34 year old shoppers make purchases via their mobile four times a year Sources: NRF, ComScore, Mobile Commerce DailyIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  10. 10. THE TIME TO ACT ISNOW…SHOPPERS ARE Copyright © Escalate, Inc. All Rights Reserved.
  11. 11. Mobility is Gaining Traction in the Store Who’s Scanning Bar Codes in the Store? The first week of 2010 holiday 30x shopping resulted in a increase in bar code scans vs. holiday week one 2009 Source: ScanbuyIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  12. 12. 73% favor using their smartphone toSmartphones Are handle simple tasks inQuickly Changing storesthe Store Experience… Source: Accenture 15% favor interaction with an employeeIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  13. 13. Sales Killers Are Everywhere Smartphone Steve He’s checking it out in your store, but buying it from Source: ArrestSalesKillers.org another retailer on his phone while loitering in your aislesIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  14. 14. Sales Killers Are Everywhere Walkaway Wanda She’ll walk into your store, but if she can’t find her exact size or Source: ArrestSalesKillers.org color she’s out the door with her money in handIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  15. 15. Sales Killers Are Everywhere Demanding Donna No matter when or where, she expects to shop on her terms — online, on her mobile, on Source: ArrestSalesKillers.org Facebook. And she wants a personalized experience and unlimited fulfillment optionsIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  16. 16. THE FUGITIVES’WEAPONS OF CHOICE Copyright © Escalate, Inc. All Rights Reserved.
  17. 17. ShopSavvy • 6.5 million users • Scan 9 products/90 days • 50 million scans/monthIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  18. 18. edocrab Price Watching feature lets you build a custom list ofitems to monitor. Simply set a price and edocrab will notify you when the price drops below that number. Intro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  19. 19. RedLaser • eBay Mobile App • Over 4 million downloads • State-of-the-art barcodescanning technology to help non-auto focus camerasIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  20. 20. Embedded app that addsnearby store inventory to the mixIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  21. 21. The latest entry: pricecompare and buy at Amazon and affiliates Intro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  22. 22. RETAILERS RESPOND Copyright © Escalate, Inc. All Rights Reserved.
  23. 23. ―We Have Reached the Tipping Point‖ 73% SEPT „10 of retailers have some type of m-Commerce program in place Source: Forbes Insight 31% JAN „09 of retailers had some type of m-Commerce program in place Source: RIS NewsIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  24. 24. ―Bring Your Own Kiosk‖ -Weekly Ads -Gift Finder -Registries & -Lists -Coupons delivered to your phone for use at POSIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  25. 25. Site Just for Mobile • Wish Book and Customer Service• Buy On Phone – Pickup in Store or Deliver to Home Intro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  26. 26. • Shop entire assortment • Receive e-mails • Promotions & e-Mails • Store locatorIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  27. 27. BEST PRACTICES FORCAPITALIZING ON THEOPPORTUNITIES Copyright © Escalate, Inc. All Rights Reserved.
  28. 28. Best Practice: Mobile Infotainment Enriches the In-Store ExperienceIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  29. 29. Best Practice: QR Codes in Store Make it Easy to Shop  Shelf signs  Product labels/tags  Posters D-Link DIR-615 Wireless N Router Share Internet Access with PCs, Game Consoles and Media Players / Firewall Protection / Parental Controls / 802.11g and 802.11b Compatible $99.99#5 Shopper Complaint on Black Friday “Not Enough Information!” Intro Sales Killers Retailer Response How To Summary 29 Copyright © Escalate, Inc. All Rights Reserved.
  30. 30. Best Practice: Inventory Visibility Helps ―Save Every Sale‖ Source: Retail Systems Research #1 Shopper Complaint on Black Friday: “They Were Out!”Intro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  31. 31. Best Practice: Inventory Visibility Helps ―Save Every Sale‖ 71% would rather use their Smartphone to find a store with a desired item in stock Source: Retail Systems Research Source: ScanLifeIntro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  32. 32. Best Practice: Endless Aisle Gives Shoppers More Choices  Expand store assortments with ―Endless Aisle‖ catalogs on Smartphones  Leverage e-commerce assortments in mobile-optimized apps #3 Shopper Complaint on Black Friday “I Can‟t Find It!”Intro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  33. 33. Best Practice: Accurate Inventory Ensures You Don’t Break Promises!  Accurate inventory visibility is mandatory – especially for mobile orders – Mainstream trust of mobile commerce is still tenuous #2 Shopper Complaint on Black Friday “I Bought it Online, but they Didn‟t Actually Have Any to Ship!”Intro Sales Killers Retailer Response How To Summary Copyright © Escalate, Inc. All Rights Reserved.
  34. 34. Pocket Kiosk: Give Them Shopping Tools  Nearest store  In-Store research  In-Store promotions / vouchers  Your brand – your Pocket Kiosk  Optimized for Mobile #4 Shopper Complaint on Black Friday “Mobile Apps are Slow or Confusing.”Intro Sales Killers Retailer Response How To Summary 34 Copyright © Escalate, Inc. All Rights Reserved.
  35. 35. CONCLUSION Copyright © Escalate, Inc. All Rights Reserved.
  36. 36. Three Steps to Higher Conversion Rates 1. Understand your target customers 2. Engage first via the mobile touchpoint 3. Then deliver mobile shopping tools to convert more shoppers to buyersIntro Sales Killers Retailer Response How To Summary 36 Copyright © Escalate, Inc. All Rights Reserved.
  37. 37. Thank You Copyright © Escalate, Inc. All Rights Reserved.

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