Mobile Commerce in Italy 2011

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Presentation for the eCommerce B2C Italia 2011, Politecnico di Milano, 10/11/11

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Mobile Commerce in Italy 2011

  1. 1. The multichannelshopping experienceMobile Commerce in Italy 2011 Gianluca Brugnoli INDACO – Politecnico di Milano 10 Novembre 2011
  2. 2. The Customer Journey analysis: introduction Gianluca Brugnoli – Politecnico di Milano The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 2
  3. 3. The benchmarkThe services selected for the analysis20 Italian e-Commerce mobileoptimized websites and appThe benchmark is based on 20 Italian leading ecommerce services available onthe mobile channel selected from the following key market sectors:5 – Fashion: Yoox, Diesel, Zara, Privalia, La Redoute2 – Couponing: Goupon.it, Glamoo4 – Consumer electronic: Mediaworld, ePlaza, Euronics, Marcopoloshop2 – Book, music and DVD: Amazon.it, La Feltrinelli4 – Travel and booking: Booking.com, Volagratis, Alitalia, Trenitalia2 – Insurances: Genertel, Europ Assistance1 – Classified: eBay.itGoal of the research is to provide an overview of the status of the Italian mobilecommerce services and not to assess or compare single applications. Gianluca Brugnoli – Politecnico di Milano The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 3
  4. 4. The benchmarkThe comparison points used in the analysis50 points of comparisonThe benchmark is based on 50 parameters distributed on the five steps ofthe Customer Journey: 1. PROMOTIONS AND 2. NAVIGATION 3. PRODUCT 4. CART MANAGEMENT 5. CLIENT SUPPORT LANDING PRODUCT DISCOVERY PRESENTATION CHECK OUT AND MANAGEMENTHow users enter the site How users find and From exploration to From selection to Tools and features toor the app and get discover products, and product selection. purchase: shopping cart support the user andengaged with the mobile get information about How users narrow the features and checkout provide advancedstore experience. them. choice to a few selected process. services. products.KEY POINTS KEY POINTS KEY POINTS KEY POINTS KEY POINTSMobile SEO, Landing Browsing logic and Product information and Shopping lists creation User profilepages, newsletter, organization, search details, pictures, features and management, wish management,promotions, user engines, guided product comparison, price list, coupons and personalization features,identification, social filtering. Promotions, display, promotions, promotion, codes, order management andplatforms integration. cross-product/brand reviews, checkout features, tracking, customer navigation, related recommendations, mobile payment services support. products and social platforms and solutions. recommendations, social connections platforms connections. Gianluca Brugnoli – Politecnico di Milano The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 4
  5. 5. The Customer Journey Mobile is part of a multichannel experience The multichannel shopping user experience flows on a service platform made of di erent channels and touch points. 1. INGRESSO E 2. RICERCA NEL 3. PRESENTAZIONE 4. GESTIONE CARRELLO 5. SUPPORTO E PROMOZIONI CATALOGO PRODOTTO E PAGAMENTO GESTIONE UTENTIWeb siteeMailMobileStoreCall CenterPaper Gianluca Brugnoli – Politecnico di Milano The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 5
  6. 6. The Customer Journey Mobile is part of a multichannel experience End users build their own experience across the multichannel platform, jumping from a channel to another, connecting the available touch points. 1. INGRESSO E 2. RICERCA NEL 3. PRESENTAZIONE 4. GESTIONE CARRELLO 5. SUPPORTO E PROMOZIONI CATALOGO PRODOTTO E PAGAMENTO GESTIONE UTENTIWeb siteeMailMobileStoreCall CenterPaper Gianluca Brugnoli – Politecnico di Milano The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 6
  7. 7. Results and key takeaways
  8. 8. OverviewGeneral considerationsMobile commerce in Italy is taking itsfirst steps, but the direction is right.Most of the services analyzed in the Some Italian players are deliveringresearch (native and web apps) are interesting mobile solutions, although stillmeaning business, enabling a complete pretty basic.experience on the smartphone, fromlanding and product discovery to Online services appear to be one stepcheckout. ahead, especially looking at customer- support applications.The big international players provide themost comprehensive experience, and Many Retailers are coming into play,beyond standard ecommerce features although their mobile apps seems to bethey o er some mobile-based features, more interested in keeping the client insuch as barcode scanners and context- contact with the stores, rather thanaware search. closing the transaction online. Gianluca Brugnoli – Politecnico di Milano The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 8
  9. 9. Attention pointsA basic landing.The menu is not the experienceMany apps still display just an essential and flavorless menu in the start screen: noproducts or promotions, no news, no user personalization. The contrary of the userexperience on the web channel.Keep me logged-inUsually user login is lost through di erent visits. Smartphones are personal devices bydefinition, and many apps keep the user session alive after the first login. Enabling loginpersistence makes the user experience easier at each access, keeps the cart alive andenables personalization features such as notifications and targeted promotions.Where is the mobile version?Many systems recognize that the user is browsing with a mobile client and load themobile version automatically. Anyhow a standard nomenclature for mobile versions ismissing. Moreover is recommended to provide a link to the mobile version on the webhome page. Gianluca Brugnoli – Politecnico di Milano The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 11
  10. 10. Attention pointsCross-channel integration.Newsletters don’t see the channelsMobile devices are becoming the first email viewer. Many eCommerce newslettersare not compatible with small screens, and from a smartphone they don’t land on amobile version.No social integrationMobile is a key channel for social platforms. Mobile apps with a social platformintegration are very few.Disconnected shopping cartsItems saved in a shopping cart on the web site are often not available in the mobilecart and vice-versa. This is also related to the login persistence. There should be justone user and one cart across the various channels. Gianluca Brugnoli – Politecnico di Milano The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 12
  11. 11. Attention pointsSimple should be smart.The product page is a dead endThe mobile experience must be easy and smart. Browsing and searching for aproduct on the little screen of a smartphone has many usability issues. Once the userreached the product page there are no opportunities to continue the explorationfurther, and usually the user has to start over. For example with smartrecommendations and related products.Keep my favorite products at handHelp your users retrieve their favorite products saved during various sessions: whish-list, shopping list, dream box are must-have features.Specific mobile featuresBarcode scanners, context-aware searches promotions, check-in systems,augmented reality, connections with in-store touch points, and so on. Gianluca Brugnoli – Politecnico di Milano The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 13
  12. 12. Grazie Thank yougianluca.brugnoli@polimi.ittwitter.com/lowresolution

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