Curbside consumer experience 10.15.14

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Curbside Mobile App Consumer Experience The Partnering Group

Curbside - Mission

Curbside - Mission
“By making Curbside pickup at brick and mortar stores a great experience, great retailers can take advantage of their strengths: their operational expertise and their physical space investments. With Curbside, shoppers don’t have to find items on shelves or wait in checkout lines, and can get what they need without having to park or get out of their car. It’s a very smooth and streamlined experience and a natural extension of a great brand like Target to meet the customer where they want to be met.”
Jaron Waldman, co-founder and CEO of Curbside

Curbside – How It Works
Being tested in Silicon Valley currently, Curbside is working with national retailers like Target, Walgreens, and Home Depot and local retailers (e.g. high end wine store).

Curbside Consumer Experience
Facebook Advertising to drive app downloads
In App browsing experience - stores
In App browsing experience - categories

In App browsing experience – product assortment
In App browsing experience – product details
In App browsing experience – out of stocks or unavailable categories

Check Out Basket – Order Summary
Post Check Out Experience – In Progress Status
Post Check Out Experience – Pickup Instructions

Ready for Pick Up Update
Pick Up Summary
Feedback and customer service loop closed

Pick up experience was simple, convenient, and friendly.

Pick up experience was simple, convenient, and friendly.
“Gone are the days of finding parking in crowded lots, searching for items on shelves or waiting in long checkout lines. Simply place your order on the mobile app and check out with one swipe and then swing by the store and pick it up. We think Curbside will change the way you do your holiday shopping.”
Jaron Waldman, co-founder and CEO of Curbside

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Overall, Curbside provided an experience that was consistent with other mobile shopping experiences.
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Simple UI to navigate
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Similar to Google Shopping Express, Instacart, Amazon, etc.
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Browsing and Check Out were parity with other mobile experiences
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Pick up experience was simple, convenient and friendly.
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48 hour window for pick up
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Order was ready for pick up in ~1 hour
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Experience was completely mobile.

Implications
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Consumers who want to have a completely mobile experience and minimize in store shopping will adopt these solutions. The total addressable market will continue to increase as great experiences are created.
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Contingent on scale, not being on platforms like Curbside (or Instacart or Google Shopping Express) will be a competitive disadvantage. Non participating retailers will simply be left out of the consideration set. Only loyal consumers will engage with a single retailer solution.
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Business models are still being developed but driving and delivering the overall sales basket will lead to value creation for new entrants. Value capture will have to be sorted out over time.
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Retailers will have to decide what part of the value chain they want to own (vs. participate in) and whether they can truly create a great consumer experience across multiple platforms.
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E-commerce players can easily have the opportunity to have a physical presence without the capital and operational expenses of building consumer facing retail stores.
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No one is leading on new items. Brands have an opportunity to better influence this opportunity to differentiate themselves.
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Brands must improve their content management systems to provide the most robust and compelling content in an easy manner for mobile and online retailers. Making it easy (via APIs and easy content management systems) for retailers will become a short term competitive advantage for smart brands.

Other Examples

Walmart vs. QSR Battle Over Convenience
You have found the quickest path from hungry to happy. The “Fast to GO” application makes it easy for you to order hot, fresh, delicious deli foods from your local Walmart to GO location. Order from home, for the office, from the job site or for next week’s big game. When you arrive your food will be packed and ready to go.

Walmart Experience
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Currently being tested in Bentonville, AK.
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Started in Sep’14
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10,000 products available
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Scheduled to pick up within 2 hours or up to three weeks later
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No additional charge

Companies Partnering Together
https://www.youtube.com/watch?v=B9VZ5CbZj2I

Google Express Update
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Rebranded from GSE to Google Express
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Moving to subscription model: $10/month or $95/year
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You can choose to pay $4.99 per eligible order instead of subscribing.
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Members receive free same-day or overnight delivery on orders over $15, and can share their membership with a household member.
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Retail Partners include: Costco, Target, Staples, Office Depot, Walgreens, Toys R Us, Babies R Us, Whole Foods, 1-800-Flowers, Barnes & Noble, Nine West, PetSmart, Vitamin Shoppe and Sports Authority, and regional merchants like Paragon Sports in New York and Vicente Foods in Los Angeles.
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Geographies: Bay Area, LA, NYC, Chicago, Boston and Washington D.C.
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Reaches 7 million people across the U.S., and in Northern California, nearly 12 million can use Google Express’s next-day service.

Fully Integrated Into Store

Any Questions? Sonny Jandial sjandial@tpg-mail.com

Curbside consumer experience 10.15.14

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