Mobile and Retail


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Mobile and Retail

  1. 1. Mobile and Retail!
  2. 2. ! M-Commerce Still Has a Way to Go! As mobile shopping becomes more available, the amount of people purchasing on their mobile devices is not growing as much as expected. Desktop is still the main device for online shopping.! M-commerce accounts for less than 1% of total retail sales.! At home, 87% of the people with smartphones and tablets prefer to do shopping on a tablet device.! People might research products on a smartphone device, but are more likely to finish it on a desktop or tablet.! How many devices it takes for costumers to get their shopping done:!
  3. 3. ! o S what is the role of smartphones in retail shopping?! Mobile influences more sales than getting them done. People are not shopping on mobile phones as much as retailers wanted. However, the vision of digital may be realized, but offline. ! ! While it is estimated that online sales (PC + mobile) will reach $262 billion in 2013, the Internet will influence $1.3 trillion of sales in 2013, a full 40% of total retail sales. !
  4. 4. ! So what is the role of smartphones in retail shopping?! By 2016, $689 billion in sales will be influenced by mobile, more than 20 times the m-commerce market currently. ! Mobile-influenced Store Sales vs. M-Commerce and E-Commerce Sales! M-Commerce! Mobile Influence! on Store Sales ! E-commerce Sales!
  5. 5. ! Retailers want to merge online and offline,! but haven’t made the effort yet! Even though mobile devices have the power to influence so much, retailers are not using it to their full potential. While 69% of retailers support online purchase with in-store return, just 14% have made the requisite investments at point of sale to support in-store pickup—and only a handful have the capability to ship from the store, a service that provides for more flexible inventory management. ! There is also substantial opportunity for retailers to make more tactical investments, including store locator optimization, use of email marketing to drive customers in-store, and robust local search engine marketing.!
  6. 6. ! Retailers want to merge online and offline,! but haven’t made the effort yet! Just 30% of prestige retailers provide a link to the store locator from product pages.! Just 10% offer in-store pickup of online orders. ! Only 22% provide real-time inventory integration on their sites to the SKU (stockkeeping unit) level at the brick-and- mortar boutiques.!
  7. 7. ! etailers R are not taking advantage of cross-device m-commerce! 48% of the time spent browsing retail sites occurred on mobile devices. 77% of Index retailers now have mobile sites.! H&M and White House | Black Market are the only two brands to have optimized their site experience for tablets, while 86% still redirect tablet users to desktop sites. ! Furthermore, just 61% have incorporated cart continuity across the tablet and PC, catering to users who begin shopping on one device and elect to check out on another. !
  8. 8. ! People are more satisfied when they research! Customers like the advantage of using the smartphones to do their research. ! They feel like they have made the smartest and safest decision after the transaction is over when compared to shopping without their mobile phones, when often they wonder if they could have made a better purchase.!
  9. 9. ! People are more satisfied when they research! Being able to shop and make purchases on my mobile device(s) makes me feel more _____________ about shopping and my life.! 68% Money-smart! 67% Efficient! 54% Informed! 53% Exploratory! 45% Locally-aware!
  10. 10. ! It saves them time! People want to use their smartphones on the go to make sure they don’t waste any time in-store looking around. ! Top shopping behaviors on smartphones:! While on an online store:! Locate a store: 72%! It saves me time 73%! Look up/compare I can find the best deals 69%! pricing: 66%! I can do it on-the-go 69%! Look up product I can do it while multitasking 63% information: 58%! I don’t have to wait in line 55% ! !
  11. 11. ! “Get directions” can be effective for mobile search! In many cases brands are further behind on mobile. Only Gap, Urban Outfitters, and Ann Taylor incorporate “Get Directions” functionality for mobile paid search.! Given that 24% of shopping-related mobile searches result in a visit to a store, it is almost more important to make these functionalities accessible from a mobile device than from the desktop.!
  12. 12. ! The best of both worlds! People want real-time information on products they see in a store and suggestions of what they might like, which can be offered through a! smart device, but with the advantage of trying on, seeing different colors of the product and, mainly, getting immediate access to the products they just bought. ! Combining assets from online and offline can make for the ultimate shopping experience. !
  13. 13. ! Shoppers expect mobile to improve their in-store retail experiences! 60% of people have used a mobile device while shopping in store to look up product information, run price comparisons, and even make online purchases. Retailers have an opportunity to leverage these behaviors by providing the information themselves that people are already looking for—or don’t even know they want yet. ! 79% of shoppers are interested in the possibility of having digital content— product recommendations, demo videos, virtual “try on” simulations, and so on— delivered to their mobile phones while shopping in a store. ! In fact, 77% of dual owners have already used or would be interested to use their tablets while shopping in a store. !
  14. 14. ! When shopping online, people miss the most:! 52% trying products in real life! 39% immediate access to purchases ! 39% getting out of the house! 32% shopping with friends or family! 25% window shopping !
  15. 15. ! Getting to know your customers and making recommendations! More like this:! Shoppers have mastered “pulling” information from mobile, and now they are looking for more. People expect smart, location-aware communications to reach them at the right times and places (e.g., when a recommended or sought-after item is nearby or on sale), exposing them to things that they would genuinely be pleased to learn about.! More than half claim that a well-executed alert makes them more likely to visit the website or the store soon, while 20% say they’re more likely to make a purchase or to make a pitstop at the store that day. ! !
  16. 16. ! Mobile can help physical shopping! "One thing I like about online stores is that when you’re looking at a product, the site will show you which other products shoppers have viewed and whether they ultimately buy the original item or another one. If my smartphone could show me information like that when I’m looking at physical products, that would be fabulous."!
  17. 17. ! In the future, how people would like to shop:! Get recommendations:! Efficiency! 82% View similar products bought by others! 95% Self-scan 79% Receive a list of a store’s most popular items! items for check-out! Product information! Customization! 94% Compare products! 79% Virtually “try on” clothes! 79% Watch demo videos! 72% See if items’ colors match! Navigation! Get deals! 87% Access store maps to locate products! 92% Tap 86% Be alerted when near a store with sought-after items! “smart” coupons!
  18. 18. ! Shopping with a device in your hand ! 33% of people have used their tablet while shopping in a store, while 44% never did, but might be interested to do so.! With mobile, retailers can offer people the expertise that traditional, face-to-face customer service provides, but in a more personalized, realtime way. This might include an app that recommends other items in a store that would pair well with a specific piece, or one that already knows your personal preferences and provides a list of products based on that.!
  19. 19. ! Key takeaways! •  Mobile will not take the place of retail any time soon, but it can enhance the overall experience.! •  Customers want to do the most informed decision when they are shopping, and that information can be provided through smartphones by retailers.! •  There are aspects from both mobile and offline shopping that, combined, can enhance the shopping experience.! •  People are interested in and willing to shop with a mobile device in their hands.!