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Mobile Retailing – selling in the age of the multichannel customer TFM&A / eCommerce Expo Manchester, May 2011 www.ianjindal.com

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1. The Multichannel Customer2. Social and Mobile3. Into the store - multichannel4. Opportunities and challenges

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Ian Jindal @ianjindal @etail @etailexpo

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Ian Jindalwww.ianjindal.comhttp://twitter.com/ianjindal

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www.ianjindal.comhttp://twitter.com/ianjindal

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The Multichannel Customer

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What’s on your mind?Summary

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Key trends for industry professionals - Survey

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What’s on your mind?25% - Social Commerce-- “ROI” , personalisation, brand integration16% - Mobile RetailingSummary-- Experience, commerce everywhere, links to Social

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Social

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Social traffic to retailers exceeds email

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Trend continued in 2010 http://weblogs.hitwise.com/heather-dougherty/2011/01/ holiday_retail_gets_more_socia.html

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Television and Mobile

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Television and Mobile

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Reviews

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Reviews• 215 billion user-generated impressions• 3500+ review impressions per second• 1,000+ retailers

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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 !

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Guerilla Commerce http://twitter.com/etail/tweetailers

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Whither the ‘purchasing funnel’? http://www.kaushik.net/avinash/wp-content/uploads/2007/11/coradiant_reports.png

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Social and mobile lead to the store…

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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/

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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/

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Social Graph and Location meet promotionFacebook Deals – adding promotions to “place” and“social”

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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

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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

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Social Graph and Location meet promotion 900,000 views a month 45% on the dealer forecourt!!Facebook Deals – adding promotions to “place” and“social”

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Social allows interaction with the brand and the store – not just passive

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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

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Mobile can expose your stock, locations and store processes

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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/

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Measure and assess

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Social Commerce – Roundtable videos… http://www.internetretailing.net/events/bazaarvoice-social-commerce-insight-roundtable

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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/

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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

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Mobile Retailing

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Thank youwww.ianjindal.comwww.internetretailing.netwww.m-retailing.netwww.europeanecommerceforum.orghttp://twitter.com/ianjindal