Leveraging Mobility in the Store to Achieve Higher Conversions

LEVERAGING MOBILITY IN
STORE TO DRIVE HIGHER
CONVERSION RATES

Copyright © Escalate, Inc. All Rights Reserved.

Shoppers are embracing
the idea of price-shopping
on their phones as part of
the shopping process…

…and they represent a serious threat to conversion rates.

Intro Sales Killers Retailer Response How To Summary


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…



From Threat…to Opportunity

 Engaging Experiences
 Rich Product Information
 Efficient Shopping Tools
 Enterprise Inventory
– Save the Sale
– Endless Aisle



SMARTPHONES AND RETAIL:
A SMART SHOPPERS’ DREAM


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 Kagen


6 Copyright © Escalate, Inc. All Rights Reserved.

e-Commerce Continues to Attract
More and More Shoppers

11%
Expected Growth of
2.3% Expected Growth of
Online Sales in 2010 Store Sales in 2010

Sources: NRF, ComScore, Mobile Commerce Daily



Store Shoppers Want the Same Rich
Information and Instant Gratification

27% of all consumers used their mobiles to
browse and research products at least
four times over a 12 month period

20% of all consumers are researching
purchases via mobile at least monthly

13% of all consumers make purchases via their
mobile four times a year



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



THE TIME TO ACT IS
NOW…SHOPPERS ARE


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: Scanbuy



73%
favor using their
smartphone to
Smartphones Are handle
simple tasks in
Quickly Changing stores

the Store Experience…

Source: Accenture
15%
favor interaction
with an employee



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 aisles




Walkaway Wanda
She’ll walk into your store, but if
she can’t find her exact size or

color she’s out the door with her
money in hand




Demanding Donna
No matter when or where, she
expects to shop on her terms —
online, on her mobile, on

Facebook. And she wants a
personalized experience and
unlimited fulfillment options



THE FUGITIVES’
WEAPONS OF CHOICE


ShopSavvy

• 6.5 million users
• Scan 9 products/90 days
• 50 million scans/month



edocrab

Price Watching feature lets
you build a custom list of
items to monitor. Simply set a
price and edocrab will notify
you when the price drops
below that number.



RedLaser

• eBay Mobile App
• Over 4 million downloads
• State-of-the-art barcode
scanning technology to help
non-auto focus cameras



Embedded app that adds
nearby store inventory to
the mix



The latest entry: price
compare and buy at Amazon
and affiliates



RETAILERS RESPOND


―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 News



―Bring Your Own Kiosk‖
-Weekly Ads
-Gift Finder
-Registries & -Lists
-Coupons delivered to your
phone for use at POS



Site Just for Mobile
• Wish Book and Customer Service
• Buy On Phone – Pickup in Store or
Deliver to Home



• Shop entire assortment
• Receive e-mails
• Promotions & e-Mails
• Store locator



BEST PRACTICES FOR
CAPITALIZING ON THE
OPPORTUNITIES


Best Practice: Mobile Infotainment
Enriches the In-Store Experience



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!”



Best Practice: Inventory Visibility
Helps ―Save Every Sale‖
Source: Retail Systems Research

#1 Shopper Complaint
on Black Friday:
“They Were Out!”



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: ScanLife



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

“I Can‟t Find It!”



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

“I Bought it Online, but they Didn‟t
Actually Have Any to Ship!”



Pocket Kiosk:
Give Them Shopping Tools
 Nearest store
 In-Store research
 In-Store promotions / vouchers
 Your brand – your Pocket Kiosk
 Optimized for Mobile

“Mobile Apps are Slow or Confusing.”



CONCLUSION


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 buyers



Thank You


Leveraging Mobility in the Store to Achieve Higher Conversions

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