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MOBILE COMMERCE:
A worthy venture for your
retail business?
Michelle Lee, Keungzai
Mike Hann, Poq Studio
#Pure34
Quick	
  Hello	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
IT’S THE BIG DEBATE
A	
  mobile	
  future?	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
1%	
  
33%	
  
of	
  visits	
  
IT’S THE BIG DEBATE
A	
  mobile	
  fashion	
  future?	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
1%	
  
41%	
  
Fashion	
  
Re...
IT’S THE BIG DEBATE
%	
  of	
  UK	
  online	
  retail	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
1%	
  
20%	
  
2010	
   2013	...
IT’S THE BIG DEBATE
What	
  are	
  people	
  buying?	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
1%	
  
42%	
  
fashion	
  
IT’S THE BIG DEBATE
When	
  will	
  mobile	
  surpass	
  desktop?	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
1%	
  
20%	
  
IT’S THE BIG DEBATE
%	
  
Confused?	
  
Here’s	
  why:	
  
	
  
	
  
	
  
	
  
	
  
	
  
IT’S THE BIG DEBATE
A	
  mobile	
  future?	
  
	
  
Mobile	
  search	
  will	
  overtake	
  desktop	
  
search	
  by	
  20...
IT’S THE BIG DEBATE
A	
  mobile	
  future?	
  
	
  
Mobile	
  search	
  will	
  overtake	
  desktop	
  
search	
  by	
  20...
IT’S THE BIG DEBATE
A	
  mobile	
  future?	
  
	
  
Mobile	
  search	
  will	
  overtake	
  desktop	
  
search	
  by	
  20...
IT’S THE BIG DEBATE
PlaKorm	
  shiL	
  
	
  
	
  
This	
  isn’t	
  just	
  the	
  odd	
  
customer	
  browsing	
  on	
  
t...
Case	
  Study	
  
	
  
	
  
A	
  mobile	
  site	
  and	
  
app	
  for	
  this	
  stylish	
  
women’s	
  and	
  
maternity	...
Why	
  mobile?	
  
25%	
  
40%	
  
0%	
  
5%	
  
10%	
  
15%	
  
20%	
  
25%	
  
30%	
  
35%	
  
40%	
  
45%	
  
2012	
   ...
•  Professional	
  ABC1	
  
women	
  
•  Pregnant	
  
•  New	
  mums	
  
•  Mul?-­‐tasking	
  
mums	
  on-­‐the-­‐go	
  
•...
•  Professional	
  ABC1	
  
women	
  
•  Pregnant	
  
•  New	
  mums	
  
•  Mul?-­‐tasking	
  
mums	
  on-­‐the-­‐go	
  
•...
•  Professional	
  ABC1	
  
women	
  
•  Pregnant	
  
•  New	
  mums	
  
•  Mul?-­‐tasking	
  
mums	
  on-­‐the-­‐go	
  
•...
•  Professional	
  ABC1	
  
women	
  
•  Pregnant	
  
•  New	
  mums	
  
•  Mul?-­‐tasking	
  
mums	
  on-­‐the-­‐go	
  
•...
•  Professional	
  ABC1	
  
women	
  
•  Pregnant	
  
•  New	
  mums	
  
•  Mul?-­‐tasking	
  
mums	
  on-­‐the-­‐go	
  
•...
The	
  app	
  and	
  mobile	
  site	
   hPp://m.keungzai.com	
  
Lookbook	
  and	
  products	
  
Wishlist	
  and	
  buying	
  
Three-­‐step	
  checkout	
  process	
  
Reviews:	
  
A	
  5	
  star	
  ra?ng	
  in	
  the	
  
app	
  store,	
  and	
  great	
  
feedback	
  from	
  
Keungzai	
  c...
• Bounce	
  rate	
  for	
  all	
  mobile	
  visitors	
  
reduced	
  by	
  24.47%	
  
	
  
• Users	
  spend	
  more	
  ?me	...
 
	
  
The	
  results	
  
Bounce	
  rate	
  on	
  the	
  mobile	
  site	
  was	
  21.2%	
  lower	
  
than	
  the	
  Deskto...
June	
  mobile	
  sales:	
  
20%	
  higher	
  
than	
  desktop	
  
The	
  results	
  
IT’S THE BIG DEBATE
5	
  Mcommerce	
  Tips	
  
	
  
	
  
	
  
IT’S THE BIG DEBATE
Op]on	
  Overload	
  
	
  
•  Mobile	
  website	
  	
  
	
  Eg:	
  Reiss,	
  Balenciaga	
  
•  App	
  ...
IT’S THE BIG DEBATE
55%	
  
29%	
  
13%	
  
3%	
   iPad	
  
iPhone	
  
Android	
  
Other	
  
Tip	
  1:	
  	
  
Make	
  fri...
Tip	
  2:	
  	
  
Test	
  it	
  for	
  yourself	
  
How	
  does	
  your	
  brand	
  experience	
  
feel?	
  Can	
  you	
  ...
IT’S THE BIG DEBATE
Tip	
  3:	
  Make	
  it	
  beau?ful	
  
	
  
Fashion	
  consumers	
  want	
  clear,	
  
high-­‐res	
  ...
Tip	
  4:	
  Make	
  it	
  fast	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
74%	
  
abandon	
  
aLer	
  5	
  secs	
  	
  
 
	
  
Tip	
  3:	
  Don’t	
  DIY	
  it!	
  
	
  
Mobile	
  
technologies	
  are	
  
constantly	
  
changing.	
  You	
  nee...
IT’S THE BIG DEBATE
The	
  business	
  case	
  
for	
  mobile	
  
	
  
 Increase	
  current	
  performance	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
2x	
  
conversion	
  
rate	
  
Incremental	
  app	
  revenue	
  
10%	
  
extra	
  sales	
  
The	
  new	
  email	
  
400%	
  
Session	
  
upliL	
  
Connected	
  customers	
  
x2	
  
Pageviews	
  
Time	
  on	
  site	
  
About	
  Poq:	
  	
  
Trusted	
  by	
  20+	
  fashion	
  retailers	
  
Any	
  ques]ons?	
  
@poqstudio	
  
www.poqstudio.com	
  
	
  
@Keungzai	
  
www.keungzai.com	
  
	
  
#Pure34	
  
	
  
	
...
Mobile commerce for fashion retail - everything you need to know
Mobile commerce for fashion retail - everything you need to know
Mobile commerce for fashion retail - everything you need to know
Mobile commerce for fashion retail - everything you need to know
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Mobile commerce for fashion retail - everything you need to know

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Is mobile commerce worth pursuing for fashion retailers? In this presentation we look at all the stats, including a case study of a mobile app and website for women's and maternity brand Keungzai, and a look at where to start with mcommerce.

Published in: Technology, Business
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Mobile commerce for fashion retail - everything you need to know

  1. 1. MOBILE COMMERCE: A worthy venture for your retail business? Michelle Lee, Keungzai Mike Hann, Poq Studio #Pure34
  2. 2. Quick  Hello                
  3. 3. IT’S THE BIG DEBATE A  mobile  future?                 1%   33%   of  visits  
  4. 4. IT’S THE BIG DEBATE A  mobile  fashion  future?                 1%   41%   Fashion   Retail  
  5. 5. IT’S THE BIG DEBATE %  of  UK  online  retail                 1%   20%   2010   2013  
  6. 6. IT’S THE BIG DEBATE What  are  people  buying?                 1%   42%   fashion  
  7. 7. IT’S THE BIG DEBATE When  will  mobile  surpass  desktop?                 1%   20%  
  8. 8. IT’S THE BIG DEBATE %   Confused?   Here’s  why:              
  9. 9. IT’S THE BIG DEBATE A  mobile  future?     Mobile  search  will  overtake  desktop   search  by  2014.     3  out  of  4  in  the  UK  popula?on  will   own  smartphones  by  2016      
  10. 10. IT’S THE BIG DEBATE A  mobile  future?     Mobile  search  will  overtake  desktop   search  by  2014.     3  out  of  4  in  the  UK  popula?on  will   own  smartphones  by  2016      
  11. 11. IT’S THE BIG DEBATE A  mobile  future?     Mobile  search  will  overtake  desktop   search  by  2014.     3  out  of  4  in  the  UK  popula?on  will   own  smartphones  by  2016      
  12. 12. IT’S THE BIG DEBATE PlaKorm  shiL       This  isn’t  just  the  odd   customer  browsing  on   their  phone  or  iPad.       This  is  a  fundamental   plaGorm  shiH  on  how   we  interact  with  the   internet.      
  13. 13. Case  Study       A  mobile  site  and   app  for  this  stylish   women’s  and   maternity  brand  
  14. 14. Why  mobile?   25%   40%   0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   2012   2013   Seeing  a  big  increase  in  mobile  traffic  
  15. 15. •  Professional  ABC1   women   •  Pregnant   •  New  mums   •  Mul?-­‐tasking   mums  on-­‐the-­‐go   •  Working  mums   Keungzai  consumer  profile  
  16. 16. •  Professional  ABC1   women   •  Pregnant   •  New  mums   •  Mul?-­‐tasking   mums  on-­‐the-­‐go   •  Working  mums     Keungzai  consumer  profile  
  17. 17. •  Professional  ABC1   women   •  Pregnant   •  New  mums   •  Mul?-­‐tasking   mums  on-­‐the-­‐go   •  Working  mums   Keungzai  consumer  profile   Miranda  Kerr  with  her  liSle  boy.  
  18. 18. •  Professional  ABC1   women   •  Pregnant   •  New  mums   •  Mul?-­‐tasking   mums  on-­‐the-­‐go   •  Working  mums     Keungzai  consumer  profile   Credit:  Janine  of  Pret-­‐a-­‐Pregnant   working  out  with  her  toddler  
  19. 19. •  Professional  ABC1   women   •  Pregnant   •  New  mums   •  Mul?-­‐tasking   mums  on-­‐the-­‐go   •  Working  mums     Keungzai  consumer  profile  
  20. 20. The  app  and  mobile  site   hPp://m.keungzai.com  
  21. 21. Lookbook  and  products  
  22. 22. Wishlist  and  buying  
  23. 23. Three-­‐step  checkout  process  
  24. 24. Reviews:   A  5  star  ra?ng  in  the   app  store,  and  great   feedback  from   Keungzai  customers  
  25. 25. • Bounce  rate  for  all  mobile  visitors   reduced  by  24.47%     • Users  spend  more  ?me  on  mobile.   Average  visit  dura?on  increased  by  3   minutes.       The  results  
  26. 26.     The  results   Bounce  rate  on  the  mobile  site  was  21.2%  lower   than  the  Desktop  site  during  the  first  quarter  
  27. 27. June  mobile  sales:   20%  higher   than  desktop   The  results  
  28. 28. IT’S THE BIG DEBATE 5  Mcommerce  Tips        
  29. 29. IT’S THE BIG DEBATE Op]on  Overload     •  Mobile  website      Eg:  Reiss,  Balenciaga   •  App    Eg:  Zara,  Net-­‐A-­‐Porter,  Amazon   •  Responsive  site    Eg:  Radley,  Wool  &  The  Gang  
  30. 30. IT’S THE BIG DEBATE 55%   29%   13%   3%   iPad   iPhone   Android   Other   Tip  1:     Make  friends  with  Analy]cs  
  31. 31. Tip  2:     Test  it  for  yourself   How  does  your  brand  experience   feel?  Can  you  even  buy?  Test  for   yourself  -­‐  right  through  to   checkout.  
  32. 32. IT’S THE BIG DEBATE Tip  3:  Make  it  beau?ful     Fashion  consumers  want  clear,   high-­‐res  images  and  they  want   lots  of  them  
  33. 33. Tip  4:  Make  it  fast                 74%   abandon   aLer  5  secs    
  34. 34.     Tip  3:  Don’t  DIY  it!     Mobile   technologies  are   constantly   changing.  You  need   exper?se  to  stay  up   to  date.  
  35. 35. IT’S THE BIG DEBATE The  business  case   for  mobile    
  36. 36.  Increase  current  performance                   2x   conversion   rate  
  37. 37. Incremental  app  revenue   10%   extra  sales  
  38. 38. The  new  email   400%   Session   upliL  
  39. 39. Connected  customers   x2   Pageviews   Time  on  site  
  40. 40. About  Poq:     Trusted  by  20+  fashion  retailers  
  41. 41. Any  ques]ons?   @poqstudio   www.poqstudio.com     @Keungzai   www.keungzai.com     #Pure34      

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