Consumers no longer just shop at the retail store. With an abundance of product information and ability to gain opinions of other consumers, consumers use the Internet as a critical part of their shopping process. This trend has accelerated after the recession where consumers take more time to scrutinize their purchases. Consumers that use more than one retail channel are coined the multi-channel shopper. They are more profitable and loyal.

1. The Canadian
Mobile Shopper
Sponsored by: Presented by:
Steve Bielawski Rosalina Lin-Allen
eCommerce Practice Director Director, Client Strategy
Tenzing Delvinia
www.tenzing.com www.delvinia.com

2. Business
Digital Strategy & Customer
Experience Design Firm. End Consumers Delvinia
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

3. Why all this Hype?
• Personalized device that goes
everywhere with its owner
• Mobile is inherently social
• Puts location into context
• Opportunity for an enhanced
experience through its camera
function
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

4. Blogs,
My Ratings &
Social Reviews
Sphere Search
Product
Brick & Mortar Word of Mouth Social
Site
Product Sites
My Social
Sphere
Brick & Mortar Product
Product Blogs,
Social
Sites Product
Ratings &
Site Sites Reviews
RESEARCH CONVERT ADVOCATE
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

5. 2013 Will Be the Tipping Point
40% use their
smartphone to
“ By 2013, more people will
shop
browse the web via mobile
devices .
Gartner
”
32% Canadian
population that
owns a
“ By 2013, there will be more
mobile phones shipped
smartphone
globally than desktop and
laptops. ”
Mobile Internet Retailer Summit
“ The shift from e-commerce to
Source: AskingCanadiansTM, Dec 2010, Canadian Consumers m-commerce will reach
something of a tipping point
by 2015.
Gartner
”
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

6. Mobile Adoption
Informational Utility Transactional
Start integrate web more Main Stream
More for the technology savvies
ACTIVITIES
CONSUMER
into their daily lives Transient part of life
CORE
Research information
Use more for info & utility Comfortable and expect to be
Interactive content
Still reluctant to transact able to transact` online
CONSUMER
CONCERNS
Security & privacy concerns Can live with the security and
Declining security & privacy privacy risks relative to the
act as barriers concern
value
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

7. Mobile Usage
camera function
Informational
Which of the following (product research)
activities have you
completed online, using
your smartphone, in the
process of shopping? utility
transactional
social network
(Source: AskingCanadiansTM, Dec 2010, Based: Canadian Smartphone Owners, n=237)
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

8. Mobile Camera Use Just Started
QR Code
Data Matrix Code
Source: AskingCanadiansTM,, Jan 2011
Bar Code 4 out of 5 smartphone
16X growth under 2 years owners
have seen a 2D code
86% identify it correctly
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

9. Image Recognition Is Nexting
http://www.youtube.com/watch?v=FpczQ7tJ-L8 http://www.ad-dispatch.com
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

10. Do consumers shop on tablets
the same way they shop
on smartphones?
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

11. Different Behaviour on Tablets
• 8% owns a tablet
(Source: Pew Research, May 2011, U.S. Consumers)
• iPad owns 68% of tablet market
share worldwide
•The device between the
The
“ Best browsing
PC/laptop & the smartphone experience you ever
had. You can see the
whole web page and
you can manipulate it
with your fingers. ”
- Steve Jobs
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

12. Two More Devices Between Store and Web
370 King Street West, 5th Floor, Box 4 Source: AskingCanadians Dec 2010, n=500
Toronto, Ontario
M5V 1J9

13. Experience Designed Specifically for the Tablet is Emerging
Screen space & resolution, location, social and tactile nature of tablets are taken into consideration.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

14. Retail tablet catalogs combining the traditional catalog and
e-commerce sites are also emerging.
IKEA iPad Catalog Google iPad Catalog Victoria Secret iPad Catalog
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

15. Tablet Shopping Shows Impressive Numbers
• 29% tablet owners
completed a purchase via
their device
(Source: AskingCanadiansTM, Oct 2011, Canadian Consumers)
• 48% tablet owners
completed a purchase via
their device
(Source: comScore, Sept 2011, U.S. Consumers)
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

16. What is the approach to meet
the needs of mobile shoppers?
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

17. Approach
P eople What is your customers’ mobile ownership and mobile
behaviour?
Objectives What are our objectives (e.g. brand engagement, transaction, self service)?
What is customer attitude towards interacting with our products/services
through mobile (e.g. security, privacy)?
S trategy What do you want your customer to do on the mobile device?
T actics What are the tactics, functionality and processes to support
your strategy?
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

18. Iterative Process
People + Objectives
Tactics Strategy
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

19. What are Product and Retail Brands
Doing on the Mobile Channel?
- Some Examples -
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

20. Mobile Site Designed for Consumers On the Go
Best Buy Mobile Site
eBay Shopping App
Manulife Travel
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Insurance Site
M5V 1J9

21. Enhancing In-Store Experience with Scannable Codes
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

22. Engagement through Innovative Gamification Tactics
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

23. Key Takeaways
1.Start with understanding your customers’ mobile
behaviour and usage
2.Consider each web device as a unique experience
• Use tech savvy customers as window into the future
3.Business Case should reflect improved customer
satisfaction through self-service and in-store
efficiencies
4.Mobile is inherently social and local
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

24. Past Webinar Up Next
85% 65%
of Canadian consumers research of Canadians look for consumer
price online as part of their reviews and recommendations when
shopping process. researching products online.
Download the
Join us for the
Canadian Multichannel
Canadian Social Shopper
Shopper Webinar Webinar
ww.tenzing.com/archives-downloads/W008-webinar- 2PM, Wednesday, November 30, 2011
280911.asp
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

25. Other Great Resources
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

26. The Canadian
Mobile Shopper
Presented by:
Rosalina Lin-Allen Steve Bielawski
Director, Client Strategy
eCommerce Practice Director
Tel.416-364-1455 X271
Email. rlinallen@delvinia.com Tel. 877-767-5577 x436
www.twitter.com/rlinallen Email. steve.bielawski@tenzing.com
www.linkedin.com/rlinallen Tenzing
Delvinia www.tenzing.com
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
www.delvinia.com
M5V 1J9