- Retailers face changing consumer behaviors as e-commerce and mobile commerce grow, requiring adaptation. - Consumers now expect discounts, flexibility across channels, and personalized experiences. Mobile traffic and sales are rising rapidly while conversion rates decline. - To succeed, retailers must listen to customers, optimize experiences for mobile and location, and personalize offers while maintaining transparency. Strategies should drive the right messages to consumers at the right time and place to increase sales.

1. Attention to Retail
June 23rd, 2015
E-Commerce, M-Commerce And Adapting
To Consumer Behaviour
Anne-Marie Schwab, General Manager and VP
RetailMeNot France

2. A bit about us…

3. The world’s largest marketplace for digital offers
CONSUMERS RETAILERS & BRANDS

4. 70K+$4.4B Facilitated 2014
global retail sales
RetailMeNot - Statistics & Reach
36MM+ Email subscribers 18MM+
Monthly mobile
unique visitors
(Global)
39% Total site traffic
is mobile
~720MM Visits/FY 2014 600K+
As of March 31, 2014
Retailers and
brands
Offers

6. We’re working with over 70,000 leading retailers

7. What we’ll talk about today
• Objectives of retail remain the same but the rules are
changing
• Consumers have changed their mindset
• How retailers can respond

8. A brave new world of retail

9. REVENUE = TRAFFIC x CONVERSION x BASKET VALUE
PROFIT = REVENUE - INVESTMENTS

10. 2011 2012 2013 2014
Traffic= eCommerce still continues to grow
Growth of ecommerce visits
Source: Fevad - * estimation

11. €90
€87.50
€84.50
€81.50
€76
€78
€80
€82
€84
€86
€88
€90
€92
2011 2012 2013 2014
2.7%
2.5%
2.2%
1.8%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
2011 2012 2013 2014
But conversion rates and average order values are in decline
Source: Fevad – Evolution des indicateurs clés du e-commerce français
Average basket size Conversion rate

12. Mobile is disrupting the
industry

13. Mobile traffic is taking over
1:55 2:02 2:07 2:10
2:13
0:31
0:53
1:22
1:59
2:26
0:00
0:28
0:57
1:26
1:55
2:24
2:52
2011 2012 2013 2014 2015
Average time spent per day with desktop and mobile (UK)
Desktop Mobile
+16%
+371%
Source: eMarketer, UK 2015

14. dataSource Marin Software, Mobile Search Advertising Around the Globe, 2014 Annual Report – UK
Conversion rates by channel
While so far conversion rates are still lagging behind…

15. But mobile sales are growing fast
€ 103 bn € 112 bn € 118 bn € 123 bn
€ 9bn
€ 22 bn
€ 39 bn
€ 62 bn
- €
20 €
40 €
60 €
80 €
100 €
120 €
140 €
160 €
180 €
200 €
2013 2014 2015 2016
Desktop and mobile ecommerce grotwth
PC Mobile
(3%)
(15%)
(23%)
(30%)
Desktop and mobile ecommerce growth in Europe 2013 – 2016 in € bn
Source: Centre for Retail Research, May 2015

16. It is only the beginning..
New technologies will broaden what mobile means

17. REVENUE = TRAFFIC x CONVERSION x BASKET VALUE
PROFIT = REVENUE - INVESTMENTS

18. Consumer have
changed their
mindset…

19. The perception of the right price is shifting

20. Leaving 4 out of 5
consumers think that
a product sold
without any discount
is overpriced
Source: CCM Benchmark, 2013

21. SOURCE: LH2, France, 2013
1/2 2/3
Of consumers have already
abandoned
a purchase because they coulnd’t
find a voucher
have added additional products
to their basket to be able to use
a voucher
An offer can make or break a deal

22. 0
2
4
6
8
10
12
14
Category 1 Category 2 Category 3 Category 4
Series 3
Series 2
Series 1
Sources: Deloitte Digital, Forrester Research (2014), RetailMeNot and The Omnibus Company (April 2013).
Omnichannel isn’t the future,
it’s right now !
86 51of retail sales still
take place in the store
of consumers are inclined
to purchase in-store when
offers are available on mobile
% % %
Sources: CRR, PWC, RetailMeNot and The Omnibus Company 2013
90 of consumers start the shopping
journey in one channel and end it
in a different one

23. Consumers think about
products & brands,
not channels!
Consumer seek
« the right price »

24. What does this mean to
brands and retailers?

25. Rule #1 – Listen to your customers

26. Source Deloitte, the Omnichannel Opportunity, 2014 amount spent on the most recent purchase
A clear mismatch between consumers’ expectations and
what retailers offer
Explore
& find Buy
Of consumers
expect to find the same
promotions online as instore
Of retailers offer
the same price online
and instore
Of consumers
expect to buy online
and pick-up in store
Of retailers
offer this service
73%
Only
16% 30%
50%

27. Source Deloitte, the Omnichannel Opportunity, 2014 amount spent on the most recent purchase
And multi-channel shoppers spend more!
offline online
Bought
offline
Bought offline,
online research
prior to purchase
Bought
online
Bought online,
additional store
research prior to
purchase
€101
€158 €148
€106

28. Rule #2 – Mobile ≠ Desktop

29. Mobile User Experience ≠ Desktop User Experience
20 to 25% of EU
retail websites
are still not
optimized for
mobile

30. Rule #3 – Location matters
(go where the consumer is)

31. Geo-fencing – bring your customers in store
51% response rate to notifications received within area

32. Micro-Location (beacon) offers
63% response rate to notifications received within a store

33. Rule #4 – Make it personal (but make it right)

34. Consumers now expect you to know what they want

35. SOURCE: PwC, The speed of life, US 2012
73%
are willing to share
personal information
depending on the benefits
they will get in return
Transparency matters

36. The golden rules of Retailing 2.0
#1 - Listen to your customers
#2 – Mobile ≠ Desktop
#3 – Location matters
#4 – Make it personal

37. REVENUE = TRAFFIC x CONVERSION x BASKET VALUE
PROFIT = REVENUE - INVESTMENS

38. Every goal comes with it’s own strategy
Acquisition
Basket size
Category push
Conversion
Revenue increase
…
Clearance, frequency, new
launches….
2nd item -30%
First time customer
Free gift for purchases of
more than 60 euros
Free shipping
-5% on beauty products

39. Case Study InStore
The Body Shop (UK)
Objective: Drive footfall and store
and generate new sign-ups
Incentive: Free lip balm (value £3; exclusive for our members)
What we’ve done:
- Push notifications sent to 1.2 million users
- Dedicated code alert email, sent to 6.9 million members
- Prominent listing on the app (2.9 million downloads)
- Vouchercodes.co.uk homepage (5.7 million visits/month)
- Editorial and social media coverage, including blog, Twitter and Facebook

40. Results
• +50k customers driven in
store in 11 days
• 41k new customers
recruited
• £93k of additional sales

41. Retail Challenges, Solved.
DRIVE online and in-store sales
INCREASE average order value
ACCELERATE new customer acquisition
BOOST customers revenue
RE-ENGAGE lapsed consumers

42. Let’s prepare tomorrow
As she walks past
a Douglas partner
store, she
receives an offer
of a discount of
3,50 € on Nivea
lotions, only
available todayShe lives in
Berlin, and
it’s one of
the first
sunny days
of the year
Julia is 30
years old
and has
sensitive
skin.
Sending the right offers to the right person at the right moment incites spontaneous
purchases

43. amschwab@rmn.com
Thank you!
RetailMeNot, Stand #24