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Sprint Mobile Moment of Truth

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Showrooming is changing the rules of retail. As more shoppers use mobile devices in stores to check prices, read reviews, comparison shop and get input, retailers, brands, app platforms and ecommerce pure-plays are all scrambling to win this new Mobile Moment of Truth.

This presentation provides insights into the growing use of mobile devices in store. Based on results from a new research study conducted by Barkley for Sprint, the presentation explains why consumers use mobile devices at retail, how they use them and the strategies retailers and ecommerce sites should pursue to win the Mobile Moment of Truth.

Topics include:
• Results of quantitative and ethnographic research
• How mobile-informed shopping is evolving in scope and form
• What tools and apps do mobile-informed shoppers use
• What information do mobile-informed shoppers seek
• Winning strategies for retailers and brands

For more information, visit http://wholesale.sprint.com/mmot

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Sprint Mobile Moment of Truth

  1. 1. Mobile Moment of TruthWhere, How, and WhyMillennials Use Mobile In-Store
  2. 2. SPRINT // Mobile Moment of Truth 2
  3. 3. SPRINT // Mobile Moment of Truth• THE FIRST MOMENT OF TRUTH • 3
  4. 4. SPRINT // Mobile Moment of Truth • THE MOBILE MOMENT OF TRUTH • 50%Source: American Millennials: Deciphering the Enigma GenerationSeptember, 2011 21% 4
  5. 5. SPRINT // Mobile Moment of Truth • SPRINT MOBILE MOMENT OF TRUTH STUDY•• Online survey of 1106 smartphone users - Ages 18 – 65 - August 14-18, 2012• Qualifications - Smartphone users - Use top shopping apps - Used phone in grocery, mass or warehouse club in last month 5
  6. 6. SPRINT // Mobile Moment of Truth50.4% estimatedhave smartphones89% x = 45% of US consumersuse smartphones while shopping Source: Nielsen, 2012 6
  7. 7. SPRINT // Mobile Moment of Truth • MOBILE MOMENT OF TRUTH COMMUNITY • Use smartphones“most of the time”at grocery and mass10% Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 7
  8. 8. SPRINT // Mobile Moment of Truth • THE SHOPTIMIZERS • “I’ve been shopping this way for about 6 years now, so it is a part of me. . . . If I didnt have my phone, I would be considered a blind shopper.” – Henry, 35-49Source: Sprint Mobile Moment of Truth SurveyAugust 2012 (n=1106) Attitude, Not Age 8
  9. 9. SPRINT // Mobile Moment of Truth• SHOPTIMIZERS • Wendalyn P Central Florida 27-34 9
  10. 10. SPRINT // Mobile Moment of Truth“I was at Target and shopped thegrocery area, pharmacy, personalcare items and cat stuff.” 10
  11. 11. SPRINT // Mobile Moment of Truth“Yes, Im a cat lady. Dont judge me.” 11
  12. 12. SPRINT // Mobile Moment of Truth“I did use three apps in the store:Notes, of course, for my shopping list...” 12
  13. 13. SPRINT // Mobile Moment of Truth“...Pinterest to check out a chicken ranchtaco recipe to see if I needed to purchaseany ingredients...” 13
  14. 14. SPRINT // Mobile Moment of Truth“...and Amazon to check their price ofSystane eye drops.” 14
  15. 15. SPRINT // Mobile Moment of Truth“I have an Amazon subscription for theseeyedrops, but I had a coupon for them atTarget which ultimately made them cheaper,so while in the store I canceled mysubscription through Amazon.” 15
  16. 16. SPRINT // Mobile Moment of Truth • WHAT THEY SHOPPED FOR • Items shopped for with a smartphone in the last monthSource: Sprint Mobile Moment of Truth SurveyAugust 2012 (n=1106) 16
  17. 17. SPRINT // Mobile Moment of Truth • WHERE THEY SHOPPED • Q: Thinking about just the items you shopped for in the past month, WHERE did you use your smartphone to help you shop while in a store? Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 17MILLENNIALS OLDER SHOPPERS
  18. 18. SPRINT // Mobile Moment of Truth • HOW THEY SHOPPED - GROCERY • Q: Which of the following ways do you use your smartphone when shopping at a grocery store? Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 18MILLENNIALS OLDER SHOPPERS
  19. 19. SPRINT // Mobile Moment of Truth • HOW THEY SHOPPED - MASS • Q: Which of the following ways do you use your smartphone when shopping at a mass merchandise store? Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 19MILLENNIALS OLDER SHOPPERS
  20. 20. SPRINT // Mobile Moment of Truth • ALL STORE TYPES • 40% used smartphone on last visitSource: Sprint Mobile Moment of Truth SurveyAugust 2012 (n=1106) 20
  21. 21. SPRINT // Mobile Moment of Truth • SHOPPING APPS • Q: Which apps do you use regularly or occasionally to help you while shopping? 26% 21% 18% 13% Download 200,000+ brand logos in vector format for free http://www.logoeps.com/ 11% 11% 11% 12% QR Reader 9% 12% 9% 9% 9% 10% shopper 8% 7% 8% 4% 8% 3% 7% 6% 6% 12% 0% 8% 16% 24% 32% 40% Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 21MILLENNIALS OLDER SHOPPERS
  22. 22. SPRINT // Mobile Moment of Truth • OTHER SHOPPING APPS • Q: What OTHER shopping apps are currently installed on your smartphone?Source: Sprint Mobile Moment of Truth SurveyAugust 2012 (n=1106) 22
  23. 23. SPRINT // Mobile Moment of Truth • WEBSITES BY STORE TYPE • Q: Did you visit any websites the LAST time you used your smartphone while shopping at ... Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 23MILLENNIALS OLDER SHOPPERS
  24. 24. SPRINT // Mobile Moment of Truth • SITES OR APPS? •APP SKEPTICISM “I LOVE Target stores, but the• Lack of Utility app isnt user friendly and besides seeing coupons, there isnt a motivating factor to use it.” – Megan, 27-34 Source: Sprint Moment of Truth, Millennials & Mobile Survey August 2012 (n=1106) 24
  25. 25. SPRINT // Mobile Moment of Truth • SITES OR APPS? •APP SKEPTICISM “Most of the time, apps are• Lack of Utility useful when you already• Lack of Information know what you want, but doesnt give much extra information.” – Stuart, 27-34 Source: Sprint Moment of Truth, Millennials & Mobile Survey August 2012 (n=1106) 25
  26. 26. SPRINT // Mobile Moment of Truth • SITES OR APPS? •APP SKEPTICISM “I don’t use the Walmart app,• Lack of Utility and I rely on the website . . .• Lack of Information the whole website has deals on• Lack of Trust it that aren’t reflected in the app. . . . So I don’t trust that the app has the best info.” - Bradford, 27-34 Source: Sprint Moment of Truth, Millennials & Mobile Survey August 2012 (n=1106) 26
  27. 27. SPRINT // Mobile Moment of Truth • IT’S NOT ALL RATIONAL • FUNCTIONAL EMOTIONAL ORGANIZES SHOPPING EASES STRESS SAVES MONEY ADDS FUN FINDS DEALS THRILL OF THE DEAL SAVES TIME GAIN CONFIDENCESource: Sprint Mobile Moment of Truth SurveyAugust 2012 (n=1106) 27
  28. 28. SPRINT // Mobile Moment of Truth • INFLUENCE ON PURCHASE •Q: Did your mobile device influence your decision the LAST time you used it at a _________ store? Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 28
  29. 29. SPRINT // Mobile Moment of Truth • SHOWROOMING •Q: When was the last time you PURCHASED something online after visiting one or more stores to shop for it in person? Millennials 45% 29% 13% 9% 4% Older 45% 23% 10% 17% 5% Shoppers 0% 25% 50% 75% 100% Within the month Within 3 months Within 6 months More than 6 months ago Never Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 29
  30. 30. SPRINT // Mobile Moment of Truth • SHOWROOMING - WHAT? • Q: What was the last item you purchased online?Source: Sprint Mobile Moment of Truth SurveyAugust 2012 (n=1106) 30
  31. 31. SPRINT // Mobile Moment of Truth • SHOWROOMING - WHERE? • Q: Which store(s) did you visit in person before purchasing?Source: Sprint Mobile Moment of Truth SurveyAugust 2012 (n=1106) 31
  32. 32. SPRINT // Mobile Moment of Truth • SHOWROOMING - WHO? • Q: What website or app did you use to make the purchase?Source: Sprint Mobile Moment of Truth SurveyAugust 2012 (n=1106) 32
  33. 33. SPRINT // Mobile Moment of Truth • SHOWROOMING - WHY? • Q: Why did you purchase online or using an app rather than in a store? 75% Found a lower price online 71% Store didn’t have 38% what I wanted 43% 14% Delivery 14% 11% Avoid sales tax 10% 6% Other 6% 4% Better return policy 2% 4% Sent as a gift 2% 0% 20% 40% 60% 80% 100% Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 33MILLENNIALS OLDER SHOPPERS
  34. 34. SPRINT // Mobile Moment of Truth • EPIC DEALS •“I found these shoes atnordstrom that were $400and while I was at thestore, I found them on theamazon app for $100.” - Caroline, 18-26 Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 34
  35. 35. SPRINT // Mobile Moment of Truth • EPIC DEALS •“I found the same phoneI was looking for in thestore for 90% less! Ibought it immediatelyonline using Safari!” - Stuart, 27-34 Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 35
  36. 36. SPRINT // Mobile Moment of Truth“If you make a bad purchasedecision today, you’re lazy.” @jaybaerSource: Sprint Mobile Moment of Truth SurveyAugust 2012 (n=1106) 36
  37. 37. SPRINT // Mobile Moment of TruthWHAT DID WE LEARN? 37
  38. 38. SPRINT // Mobile Moment of Truth • #1 IT’S NOT JUST MILLENNIALS •Mobile shopping is a mindset thattranscends age. 38
  39. 39. SPRINT // Mobile Moment of Truth • #2 IT’S A HOLISTIC EXPERIENCE • FUNCTIONAL EMOTIONALORGANIZES SHOPPING EASES STRESS SAVES MONEY ADDS FUN FINDS DEALS THRILL OF THE DEAL SAVES TIME GAIN CONFIDENCE 39
  40. 40. SPRINT // Mobile Moment of Truth • #3 SHOPPERS HAVE BASIC EXPECTATIONS •Mobile shoppers expect their experience to be connected,informed and flexible to meet their needs. 40
  41. 41. SPRINT // Mobile Moment of TruthHOW CAN RETAILERSADAPTTO THIS TREND? AALE! SS LE! 41
  42. 42. SPRINT // Mobile Moment of Truth • CULTIVATE LOYALTY •Shoppers expressed stronginterest in using their 70%smartphones to participate inloyalty programs with theirfavorite retailers. Want to use phone to redeem loyalty points 42
  43. 43. SPRINT // Mobile Moment of Truth • REWARD THE BEHAVIOR •Give shoppers incentives for usingtheir mobile devices in store ... andmake it fun. AALE! SS LE! 43
  44. 44. SPRINT // Mobile Moment of Truth • LEARN AND ADAPT •1001100010 The wealth of analytics allow00100100110111010010 retailers to adapt to what shoppers011101100101010010100001001101 are doing and are asking for. 44
  45. 45. SPRINT // Mobile Moment of Truth • COMBATING SHOWROOMING •• Price Matching “I have compared prices and selection between Amazon and Target on a number of occasions and Target rarely has the better price, and they never have a better selection of products.” – Daniel, 35-49 Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 45
  46. 46. SPRINT // Mobile Moment of Truth • COMBATING SHOWROOMING •• Price Matching• Inventory“I searched far and wide for a leatherbench. The store consistently had two ofthem... but never the color I needed withoutthe "on display" scratches. One click onAmazon.com and two days later, the one Iwanted was here! Availability and selectionwould have made the difference.” Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) - Kam, 35-49 46
  47. 47. SPRINT // Mobile Moment of Truth • COMBATING SHOWROOMING •• Price Matching• Inventory• Loyalty“Loyalty programs also help. I love myTarget Debit card because I get 5% off ofall my purchases and it comes straight outof my checking account.” – Wendalyn, 27-34 Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 47
  48. 48. SPRINT // Mobile Moment of Truth• MOVING FORWARD • 1. Examine shopper behaviors in your environment 2. Delve into the numbers 3. Test, test, test 48
  49. 49. SPRINT // Mobile Moment of Truth Download report:Wholesale.Sprint.com/MobileMomentOfTruth 49

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