Mobile Retailing – selling in the age of the multichannel customer                         TFM&A / eCommerce Expo         ...
1.  The Multichannel Customer2.  Social and Mobile3.  Into the store - multichannel4.  Opportunities and challenges
Ian Jindal      @ianjindal       @etail       @etailexpo
Ian Jindalwww.ianjindal.comhttp://twitter.com/ianjindal
www.ianjindal.comhttp://twitter.com/ianjindal
The Multichannel Customer
What’s on your mind?Summary
Key trends for industry professionals - Survey
What’s on your mind?25% - Social Commerce-- “ROI” , personalisation, brand integration16% - Mobile RetailingSummary-- Expe...
Social
Social traffic to retailers exceeds email
Trend continued in 2010   http://weblogs.hitwise.com/heather-dougherty/2011/01/   holiday_retail_gets_more_socia.html
Television and Mobile
Television and Mobile
Reviews
Reviews• 215 billion  user-generated  impressions• 3500+ review  impressions per  second• 1,000+ retailers
Reviews          ! Sephora products with 2 or          more questions have a 22%          higher conversion rate          ...
Guerilla Commerce                    http://twitter.com/etail/tweetailers
Whither the ‘purchasing funnel’?                                   http://www.kaushik.net/avinash/wp-content/uploads/2007/...
Social and mobile lead to the store…
Social Graph and Location meet promotionFacebook Deals – adding promotions to “place” and“social”         http://www.inter...
Social Graph and Location meet promotionFacebook Deals – adding promotions to “place” and“social”   http://www.internetret...
Social Graph and Location meet promotionFacebook Deals – adding promotions to “place” and“social”
Social Graph and Location meet promotionFacebook Deals – adding promotions to “place” and“social”    http://www.fraunhofer...
Kraft’s Store Kiosk – the “food bot” – bring the data into the store                                                      ...
Social Graph and Location meet promotion                         900,000                         views a                  ...
Social allows interaction with the brand and the store – not just passive
Social allows interaction with the brand and the store – not just passive   •  MMS images/messages   •  Updated within c12...
Mobile can expose your stock, locations and store processes
3D makes Augmented Reality ‘more real’                                                                    •    /	         ...
Measure and assess
Social Commerce – Roundtable videos…   http://www.internetretailing.net/events/bazaarvoice-social-commerce-insight-roundta...
Not App “or” Mobile web – it’s both!                                                                     –  M-Web – all lo...
Measure and assess  •  Mobile touches all aspect of retailing – closest to the customer  •  Staff training – in-store, in ...
Mobile Retailing
Thank youwww.ianjindal.comwww.internetretailing.netwww.m-retailing.netwww.europeanecommerceforum.orghttp://twitter.com/ian...
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Ps154 ecomexpo-m-retailing-may2011-live

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Keynote at EcommerceExpo North/TFM&A in May 2011 on Mobile Retailing (M-Retailing) and the changes that Mobile- and Social-Retailing are bringing to retailers.

See too www.internetretailing.net, www.m-retailing.net.

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Ps154 ecomexpo-m-retailing-may2011-live

  1. 1. Mobile Retailing – selling in the age of the multichannel customer TFM&A / eCommerce Expo Manchester, May 2011 www.ianjindal.com
  2. 2. 1.  The Multichannel Customer2.  Social and Mobile3.  Into the store - multichannel4.  Opportunities and challenges
  3. 3. Ian Jindal @ianjindal @etail @etailexpo
  4. 4. Ian Jindalwww.ianjindal.comhttp://twitter.com/ianjindal
  5. 5. www.ianjindal.comhttp://twitter.com/ianjindal
  6. 6. The Multichannel Customer
  7. 7. What’s on your mind?Summary
  8. 8. Key trends for industry professionals - Survey
  9. 9. What’s on your mind?25% - Social Commerce-- “ROI” , personalisation, brand integration16% - Mobile RetailingSummary-- Experience, commerce everywhere, links to Social
  10. 10. Social
  11. 11. Social traffic to retailers exceeds email
  12. 12. Trend continued in 2010 http://weblogs.hitwise.com/heather-dougherty/2011/01/ holiday_retail_gets_more_socia.html
  13. 13. Television and Mobile
  14. 14. Television and Mobile
  15. 15. Reviews
  16. 16. Reviews• 215 billion user-generated impressions• 3500+ review impressions per second• 1,000+ retailers
  17. 17. Reviews ! Sephora products with 2 or more questions have a 22% higher conversion rate ! Customers’ own words ! 20x update frequency ! Without Q&A, this top ranked page would not exist ! 
  18. 18. Guerilla Commerce http://twitter.com/etail/tweetailers
  19. 19. Whither the ‘purchasing funnel’? http://www.kaushik.net/avinash/wp-content/uploads/2007/11/coradiant_reports.png
  20. 20. Social and mobile lead to the store…
  21. 21. Social Graph and Location meet promotionFacebook Deals – adding promotions to “place” and“social” http://www.internetretailing.net/2011/02/facebook-deals-adding-the-what-to-the-where-and-who/
  22. 22. Social Graph and Location meet promotionFacebook Deals – adding promotions to “place” and“social” http://www.internetretailing.net/2011/02/facebook-deals-adding-the-what-to-the-where-and-who/
  23. 23. Social Graph and Location meet promotionFacebook Deals – adding promotions to “place” and“social”
  24. 24. Social Graph and Location meet promotionFacebook Deals – adding promotions to “place” and“social” http://www.fraunhofer.de/en/press/research-news/2010-2011/13/interactive-window-shopping.jsp
  25. 25. Kraft’s Store Kiosk – the “food bot” – bring the data into the store •  / http://www.fastcompany.com/1716684/whats-for-dinner-intel-and-kraft-can-help-with-that- video
  26. 26. Social Graph and Location meet promotion 900,000 views a month 45% on the dealer forecourt!!Facebook Deals – adding promotions to “place” and“social”
  27. 27. Social allows interaction with the brand and the store – not just passive
  28. 28. Social allows interaction with the brand and the store – not just passive •  MMS images/messages •  Updated within c12 seconds •  Projected on store frontages in Copenhagen •  Digital screens in Aarhus and Copenhagen
  29. 29. Mobile can expose your stock, locations and store processes
  30. 30. 3D makes Augmented Reality ‘more real’ •  / •  3D images/movies – just from the light of the iPhone screen •  Rendered image •  Surprisingly workable •  Beyond barcodes and covers – scan by shape?? http://www.trimensional.com/
  31. 31. Measure and assess
  32. 32. Social Commerce – Roundtable videos… http://www.internetretailing.net/events/bazaarvoice-social-commerce-insight-roundtable
  33. 33. Not App “or” Mobile web – it’s both! –  M-Web – all look very similar –  Design is due a move to 2.0! –  App can access GPS, contacts, video, processor, authentication, and doesn’t need data access –  Apps get forgotten –  Rich data! http://www.internetretailing.net/2010/05/m-retailing-roaming-report-why-ms-went-down-the-m-web-path/
  34. 34. Measure and assess •  Mobile touches all aspect of retailing – closest to the customer •  Staff training – in-store, in contact centre •  Measurement – what’s “a customer”? Cookie(s)? IMEI? Location? Card? •  “Screen to Screen” experience •  Mobile has ‘unlocked’ eCommerce
  35. 35. Mobile Retailing
  36. 36. Thank youwww.ianjindal.comwww.internetretailing.netwww.m-retailing.netwww.europeanecommerceforum.orghttp://twitter.com/ianjindal

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