In-Store Mobile In-store mobile is: Leveraging the power of mobile’s deep consumer relationship to connect with shoppers inside a bricks and mortar location. At 5th Finger, we call this: Bricks and Mobile
Consumers Are Already Using It70% of smartphone ownershave used their mobile whileshopping in-store-Google Insights, May 2011• Price Comparisons• Customer Reviews & Ratings• Stock Checks• Check-in• Coupons• Access Promotions
Price Comparisons Are HappeningAmazon, eBay, RedLaserand others are providingretail customers a mobilesolution to research,compare and purchase whilein-store. 49% of smartphone owners have used their mobile to compare prices. -Google Insights, May 2011
Shoppers Prefer Mobile When SeekingFurther Product InformationHow 5th Finger retail client customers prefer to find product details while in-store. (app users)
Mobile Shoppers Love Promotions Percentage of survey respondents that indicated mobile app feature as a high priority
They Are Checking-Out Via MobileIn-store ordering and check-out system via Demonstration of the Starbucks Card Mobile AppiPad at Specialty’s in San Francisco. on a smart phones at the Capital Gallery Starbucks in Washington, DC. / Garrett Hubbard/USAT (Paying with Starbucks card)
It’s About ConvenienceTarget Makes Shopping Simpler Tip Customers over the threshold to certainty of purchase. Scan products in-store and view product specifications, features and read reviews.
It’s About EngagementShopkick Uses Achievement to Motivate A retailer agnostic approach that gamifies the shopping experience with offers and deals provided by brands. The clever sub-audible in- store location tool provides the best heads up display potential in the market today as someone walks around the store. 100 million check-ins in the first six months
Mobile StrategyPete Zophy, DVP of Ecommerce JoS. A. Bank
Our Path to Mobile Found A PartnerCustomersAsked For It Built a Mobile App! Strategic Plan Goal = to build engagement, drive foot-traffic & provide an additional sales channel.
What we have doneJoS. A. Bank Mobile Site JoS. A. Bank App Average time spent in App: 54 seconds 60% of users use the App 1-2 times per month
What’s NextMobile Coupons In-store Scanning • Product Reviews • Product Details • Act as an Associate
Tips/Lessons Learned• Mobile is the bridge that • How can we maximize connects the Online & this opportunity Retail Channels
Mobile Retail App DeploymentTim Katz, Sr. Operations Manager
We are explorers of style, creators of culture,and instigators of fun.
Objectives • Support brand image • Leverage current technology • Efficiently leverage store network • Easy to manage and update • Cost effective • Quick to marketThe iPad had to show true ROI and be a tool our associates would love to use.
Features• Native App with configurable content management system• E-Commerce Powered by existing Mobile Web site• Nightly updates for optimal performance on store network• Lookbooks, Photos, VideosThe backoffice allows us to communicate with ourassociates on a more frequent and personal level
Lookbooks allow us to showcase the latest trends and upsell outfits.
If a style or color is not available an associatecan look it up and purchase online
QR codes continue the conversation in awhole new way
Results and Future Plans • Positive Field Adoption and Response • Proved Partner Capabilities • ROI exceeding expectations • Listen, learn and improve400 Store rollout by holiday and all stores by next year
What is Magic Beans?• Founded in 2004• Sells a combination of toys and baby gear• 4 Boston-area locations (5th store coming soon)• mbeans.com website has an international customer base• Designed for parents by parents• Has been named Best of Boston by Boston Magazine 4 out of the last 5 years
Why Mobile Commerce at Magic Beans?• Typical shopper is an early adopter with access to a smartphone• Customers are typically more educated about purchases and more time-sensitive during in-store trips• Highly-trained staff under-utilized behind traditional POS• Tech-savvy company culture – have been connecting with customers via blog & social media for over 5 years
Mobile Strategy BenchmarksEducationPutting information in the shoppers’ handsPromotionsProvide dynamic, hyper-individualized up-sell andcross-sell opportunitiesConvenienceSkip stressful checkout lines during hecticshopping periods