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Cashing in on mobile commerce
The document discusses trends in mobile commerce and best practices for retailers. It notes that mobile commerce accounted for $87 billion in 2016 and more than half of store traffic is now mobile. Key mobile shopping categories seeing growth are health/beauty, appliances, and electronics. The document provides recommendations for retailers, including having a mobile-optimized site, short checkout, mobile SEO, price comparison listings, leveraging second screen activities, social media, coupons, and real-time order management via mobile. Retailers are encouraged to implement a mobile checklist to capitalize on growing mobile commerce opportunities.
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Cashing in on mobile commerce
- 2. Agenda • Who isshopping? • What is making them buy? • Mobile store best practices • Second screen impact • Keep them coming back • Real-time store and order management
- 3. Who is shoppingon mobile? “In 2016 mobile will account for $87 Billion of ecommerce.” -Morgan Stanley More than 50% of store traffic is mobile Average order value on tablets: $329, smartphone: $250 Men: 45%, women: 35%; Men during office hours, women after
- 4. Health andBeauty up 50% Appliances up 40% Electronics up 34% Household Care up 25% What are they buying? Spending more in a variety of categories compared to non-mobile shoppers
- 5. Mobile success Customer CaseStudy: Lady in Red found success by using mobile site, finds it simple and very user friendly
- 6. Mobile for pre-buyingactivities - 30% Review products - 44% Compare prices - 44% Research deals
- 7. © 2013 BigcommercePty. Ltd. Buying via mobile - 31% purchase if product information is easy to get - Less steps = more checkouts - Who does the work now: You or your customers?
- 8. Mobile best practices Defaultstore needs to be mobile friendly, next step is to customize mobile store to your brand Mobile store or app? Both is best! 62% use mobile store 38% use store app Make checkout quick and easy for mobile
- 9. Mobile storefront —same branding across desktop, tablet and smartphone Customer Case Study: Where Did You Get That Case?
- 10. Second screen trends Usagewhile watching TV or gaming: 85% once a month 40% daily 19% shop for products seen in shows while watching TV 79% visit Facebook while watching TV
- 11. Cash in onsecond screen - SEO for mobile - Reward for shopping during broadcast, e.g. Viggle - Use customers’ top shows to drive business (not with traditional ads) “27% look up info & 22% seek deals on products while watching TV shows.” -Nelson
- 12. Mobile coupons • Notjust for local business • Distribute via email • Social media • Coupon apps “By 2014, 25% of mobile users will redeem a mobile coupon.” -eMarketer
- 13. Price comparison listings •56% are using mobile to check prices • Getting listed = getting found • Mobile SEO is critical • Will buy via mobile in store if price/shipping options are right
- 14. Keep them comingback Reminder to rebuy via emails or text © 2013 Bigcommerce Pty. Ltd.
- 15. Abandoned cart saver Bringback visitors who left your store before buying
- 16. Customer Case Study: Night-Gear “Inthe last month alone, we recovered over $8,000 in sales we would otherwise have lost.”
- 17. Drive back withsocial media Mobile users spend over 9 hours a month on social media
- 18. Mobile ads - 71%of users search after seeing ads - 82% remember ads - 50% take direct action on ads and 49% of those purchase
- 19. © 2013 BigcommercePty. Ltd. Real-time store and order management Any place, any time
- 20. Mobile store management Real-timeorder notification Real-time performance dashboard
- 21. Mobile order management Customerbilling history Order details
- 22. • Review incomingorders • Understand impact on stock • See special notes about order • Complete order fulfillment • Contact via email or click to dial if questions or issues arise Backlog of orders Mobile order management
- 23. Mobile product pagemanagement • Feature or hide products as you learn about inventory levels • Change title • Change price • Update product images
- 24. Mobile commerce checklist Have an easy-to-buy-from mobile store that complements our standard desktop offering Customize your mobile store to reflect your brand Shorten checkout steps as much as you can Optimize your store and product pages for mobile SEO Get listed on price comparison sites Take advantage of second screen activities Leverage trends in social media Manage orders and your store via mobile
- 25. Start cashing inon mobile commerce today! Bigcommerce has all the tools you need to cash in on mobile commerce. Implement the mobile checklist Try Bigcommerce free: www.bigcommerce.com
Editor's Notes
- #4 91% of adults own a mobile phone and 56% of these are defined as smart phones2014 mobile will overtake desktop useage; 2016 mobile will account for $87 Billion of ecommerce and account for ¼ of all transactions74% are using mobile during the shopping processSpending more on mobile:Tablets = $329 per order resulting in $13.9 billionSmartphones = $250 per order resulting in $9.9 billionSpending more in specific categoriesup 50% Health and BeautyUp 40% AppliancesUp 34% on ElectronicsUp 25% on Household careDemographics of a mobile shopper45% Men & 35% WomenMen top purchaser of consumer electronics, movie/event tickets & digital content25% of men shop mobile during & at officeWomen tend to show while waiting for something outside the office
- #5 Pre-shopping activities via mobile44% deals44% price comparison30% product reviewsShopping and Purchasing activities31% purchase if it is easy to get product information via mobileEase of check out (data from other webinar about reducing steps to purchase)In store will purchase on line if price is better and easy to do; important to be found when using mobile search.
- #7 Pre-shopping activities via mobile44% deals44% price comparison30% product reviewsShopping and Purchasing activities31% purchase if it is easy to get product information via mobileEase of check out (data from other webinar about reducing steps to purchase)In store will purchase on line if price is better and easy to do; important to be found when using mobile search.
- #9 Store FrontMake sure your default store settings work in a mobile environmentCustomize mobile store to match your brandStreamline shopping and check outApp or mobile store? Why make a choice use both if possible62% access mobile store via mobile browser; 38% via store appApptive- create store app for small ecommerce businesses
- #11 Second Screen Trends- use of mobile or tablet when watching TV or gaming. 85% use second screen once a month when watching TV: 40% do this daily; 79% visit FB while watching TVMake sure your products are mobile SEO optimized to be found in a mobile search environmentKnow what similar products are being promoted and cash in on the buzz19% shop via mobile for products we see featured in shows and ads (NDP Group)Viggle- rewards people for interacting with sponsor when watching live broadcast;
- #12 Second Screen Trends- use of mobile or tablet when watching TV or gaming. 85% use second screen once a month when watching TV: 40% do this daily; 79% visit FB while watching TVMake sure your products are mobile SEO optimized to be found in a mobile search environmentKnow what similar products are being promoted and cash in on the buzz19% shop via mobile for products we see featured in shows and ads (NDP Group)Viggle- rewards people for interacting with sponsor when watching live broadcast;27% Look up product info and 22% seek coupons or deals after seeing products in TV show or ad (Nelson)Use customers favorite shows to drive business; e.g. Shop your favoriate shows with ebay- goods related to show or items curated by the start
- #13 Email scenario- send online coupon to email, open via mobile device (75% of US smartphone users check email on mobile. 9 minute chunks of time), click to mobile store to buy using coupon, Social selling- ask people to share deal with friends in social, (9hours & 6 minutes a month on social media via mobile- Nelson), click to mobile store to get deal and purchase.
- #14 Who is checking prices via moble?54% of those age 18-25 and 56% of those age 26-35 have done so, compared with 35% of those age 56-65 and 37% of those age 66-75Getting listed is important- pull info form 5 things to boost sales contentSEO for mobile optimization Buy online and willingness to pick up real time if option.
- #19 Mobile Ads71% smartphone users search after being exposed to ads online82% notice mobile ads and remember ads50% of those see mobile ads take action; 49% of those actions are purchaseAds should be action oriented- 9 out of 10 smartphone searches result in a purchase, store visit or click to call business
- #21 Mobile store management let your manage real time any place you have a connection via mobileImmediate notice of orders that have come through your store, turn on or off depending on your preferenceProcess orders quickly for high satisfaction rates Problem/issue with order- know immediately and manage process