The document summarizes a presentation on the Canadian mobile shopper landscape. It discusses how mobile has transformed consumers into more savvy shoppers by providing connectivity, portability, and rich contextual information. It also outlines opportunities for businesses in mobile customer intelligence and commerce. The presentation emphasizes starting with understanding customers' paths to purchase and pain points to identify how mobile can remove barriers to conversion.

1. The Canadian
Mobile Shopper
Sponsored by: Presented by:
Randy Fougere Rosalina Lin-Allen
SVP, Sales & Marketing Head of Strategy
Tenzing Delvinia
www.tenzing.com www.delvinia.com
@TenzingHosting @Delvinia
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2. Tenzing Overview
Tenzing designs, deploys and fully manages IT infrastructure for organizations running
mission-critical E-commerce, SaaS, and Enterprise Web applications.
We work collaboratively with customers to achieve their goals through our
ITIL-based service management and a comprehensive portfolio of services.
Company Highlights
• Founded in 1998 with 400 customers
• Data Centres in Toronto, Kelowna, Vancouver, and Dallas TX (May 15th)
• Tenzing clients power some of the world’s most recognizable brands
• SSAE 16 Type II, ISO 27001, PCI Level 1 Compliant Service Provider
• Specialized in Oracle ATG, IBM WCS, Magento, Hybris and others
• Partnered with leading E-commerce eco-system providers
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3. Delvinia Overview
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4. How We Work
CUSTOMER-CENTRIC, FACT BASED
INSIGHT to STRATEGY
Working in collaboration with the client,
Delvinia brings its multi-disciplinary team of
anthropologists, MBA’s, engineers &
designers - to craft the digital experience
strategy.
DATA to INSIGHT
We review all the data and look for key
insights that will create real business
value and innovation.
STRATEGY to ACTION
Finally, we prepare and deliver all plans, and
content to the client. No plan is complete until
it’s put into action, measured and refined.
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5. Our Clients
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6. Our Capabilities
Voice of the Customer Customer Experience
TOOLS & PLATFORMS STRATEGY & DESIGN
AskingCanadians™ Customer Insight
Our proprietary online research community of Our insight team use both qualitative and
200,000+ Canadians from all walks of life quantitative research methods that uncover
who have opted-in to give us their thoughts deep emotional and behavioural insights.
and opinions.
Customer Experience Evaluation Digital Strategy
Our process uncovers ways to improve and
Our digital strategy experts help define a
innovate the customer experience. Usability
clear vision for todays new empowered and
testing, expert UX evaluation and customer
connected customer.
journey mapping.
Experience Design
Customer Listening Platforms Our digital design experts use insights and
From social listening to customer satisfaction creative thinking to inspire, engage and
surveys, our tools enable you to uncover key elevate the customer experience across all
customer insights and turn them into action. screens and digital platforms.
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7. The Canadian
Mobile Shopper
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8. Agenda
• MOBILE LANDSCAPE
• KEY IMPACTS & OPPORTUNITIES
• HOW TO APPROACH MOBILE
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9. THE MOBILE LANDSCAPE
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10. The Mobile First Era
52%
of Canadians own
21%
of Canadians own
(Source: , Dec 2012)
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11. THE SHOPPING COMPANION
Transforming consumers into savvier shoppers
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12. 20% of Canadians have shopped via mobile
in the past 12 months.
(Source: )
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13. Divergent Use of Smartphones & Tablets
• Tablets are mostly used at home while smartphones are used on-the-go
• Smartphone tends to be used closer to the decision point for offline purchases
• Higher percentage of tablet shoppers buy through their tablet device
16% used their smartphones and
43% used their tablets to make a purchase
in the past 12 months.
(Source: )

14. Key Impacts & Opportunities
1. NEXT LEVEL OF CONNECTIVITY
2. PORTABILITY
3. RICH CONTEXT
4. COMMERCE
5. CUSTOMER INTELLIGENCE
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15. IMPACT #1
NEXT LEVEL OF
CONNECTIVITY
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16. Mobile the Connector
PHYSICAL FAMILY &
WORLD FRIENDS
LIKE-MINDED ONLINE
PEOPLE WORLD
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17. Online to Offline
Customers can specify which store they want to shop from
and find out which location has inventory.
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18. Offline to Online
Walmart (USA) makes it easy for customers to move from offline to online – from
researching on their e-commerce site while in-store, to flipping to buying online while
in-store in the case an item is out of stock.
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19. Bring the Store to the Customer
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20. 73%
of Canadians use customer reviews &
ratings as part of their purchase journey.
It is the second most sought after piece of information for
online product research, after price.
Source: , December 2012
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21. 20% conversion
Fan Sourced Customer Support
Skull Candy leveraged Needle’s chat platform
to connect prospects with fans.
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22. IMPACT #2
PORTABILITY
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23. Some parts of the purchase journey
make sense on the go
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24. Paypal Layar
Ad Dispatch Ad Dispatch
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25. JCPenny enables sales associates to better service customers
and help them check-out using iPod Touch devices.
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26. IMPACT #3
RICH CONTEXT
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27. 50%
used the camera function on
their phone to take pictures of
items they may want to buy in
the past month.
GlucoDock
Location
Proximity
Accelerator
(Source: , Dec 2012)
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28. Location-based
Geo-fenced targeting to drive
travel insurance prospects to
presence at major e-commerce.
Canadian airports.
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29. Weather
Air Quality
Noise/Ambience
50%
used the camera function on
their phone to take pictures of
items they may want to buy in
the past month.
GlucoDock
Location
Proximity
Accelerator
(Source: , Dec 2012)
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31. 22%
are comfortable sharing their
mobile information with retailers
they trust
(Source: )
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32. IMPACT #4
CUSTOMER INTELLIGENCE
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33. Share your Tweets by using #cdnmobileshopper

34. Source: Concierge of Springboard Retail Networks Source: ID&C
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35. Mobile Based Rsearch
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36. IMPACT #5
MOBILE
COMMERCE
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37. MOBILE MOBILE WALLET NEAR FIELD COMMUNICATIONS (NCF)
OPTIMIZED
COMMERCE
SITES/APPS
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38. M-Commerce represented 16% of total sales
(averaging to £1 Million per week)
(Source: Domino’s Q1 2012 Interim Management Statement)
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39. CHANGE THE WAY YOU DELIVER PRODUCTS & SERVICES
Arrive at Get Order
Coffee Shop Pay for Order Wait for Coffee & Go to Work
& Keep
Order Checking Time
On Way
to Work
Arrive at
Coffee Shop
Order & Pay
Get Order
Via Mobile
& Go to Work
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40. What’s
NEXTing
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41. INTERNET OF THINGS INTERNET OF THINGS
FRAGMENTATION OF MOBILE DEVICES
WEARABLE TECHNOLOGIES WEARABLE TECHNOLOGIES (GOOGLE GLASS)
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42. How to Approach
MOBILE
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43. How do you remove customer
barriers to convert with you?
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44. How do you remove customer
barriers to convert with you?
What are your customers’ current pain points and what do they
value in their path to purchase?
What is the role of mobile in your customers’ path to purchase?
What are the opportunities in leveraging mobile to better enable
your front line staff?
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45. How do you remove customer
Start with understanding the
customers’
barriers to paths to purchase.
convert with you?
What are your customers’ current pain points and what do they
value in their path to purchase?
What is the role of mobile in your customers’ path to purchase?
What are the opportunities in leveraging mobile to better enable
your front line staff?
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46. Not all Customer Paths to
Purchase are the Same
Customer path to purchase differs from product to
product and from segment to segment.
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47. Share your Tweets by using #cdnmobileshopper

48. How do you remove customer
Start with understanding the
customers’
barriers to paths to purchase.
convert with you?
What are your customers’ current pain points and what do they
value in their path to purchase?
What is the role of mobile in your customers’ path to purchase?
What are the opportunities in leveraging mobile to better enable
your front line staff?
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49. Thank You!
Sponsored by: Presented by:
Randy Fougere Rosalina Lin-Allen
SVP, Sales & Marketing Head of Strategy
Tenzing Delvinia
www.tenzing.com www.delvinia.com
@TenzingHosting @Delvinia
Share your Tweets by using #cdnmobileshopper