Dave will show us why mobile is so important to your e-commerce success. Presented by Dave Massey (SVP/CIO, Bealls, Inc.) at the 2016 SPI Conference.

1. Mobile Loyalty:
Determining Right
Time to Invest
DAVE MASSEY
SVP/CIO BEALLS INC.

2. Introduction
• Dave Massey SVP/CIO Bealls Inc.
• Privately owned located in Bradenton Florida
• Celebrating 100 years in business
• $1-2bn in sales
• Over 500 stores trading in 17 states
• Department Store: Florida markets, promotional
• Outlet Store: True off-price business
• Bunulu: New store concept

3. Speed of Change & Mobile Trends
Technology Platform a Step Change
Consumer Mobile Trends
Retail Mobile Challenges
Bealls Mobile & Loyalty Journey
Closing
AGENDA

4. “Have you had that
awkward moment,
when a 10 year old has
a better phone than you”
“Anonymous”

5. Speed of Change – 2020 (not far off)
• Generation X is reshaping global politics and shopping
• Fraudulent transactions are 2x greater than in 2016
• Internet users 5 billion worldwide
• 69 million smart connected cars will ship
• 5G standard released
• Same day delivery is common place
• Holographic TV is going mainstream
• Amazon is making drone deliveries in the UK
• 30,000 drones are patrolling skies of America
• Nanotech clothes are growing rapidly in use
• Blockchain is growing with the tipping point occurring in 2023
Interate.AI, NRFTech 2016

6. Global Mobile Trends
• Mobile is the new scale
• Everyone gets a pocket super
computer
• Mobile is the new tech ecosystem
• Mainframes 100k
• PC’s 1.5bn
• Mobile 5bn+
• The first universal tech product
• Every Corporation
• Every Home
• Every Pocket
• Mobile is tech ecosystem, not a
screen size
• A drone is really a smartphone
that flies
Andreessen Horowitz

7. Global Mobile Trends
• Mobile is the new scale
• Everyone gets a pocket super computer
• Mobile is the new tech ecosystem
• Mainframes 100k
• PC’s 1.5bn
• Mobile 5bn+
• Mobile the first universal tech product
• Every Corporation
• Every Home
• Every Pocket
• Mobile is tech ecosystem, not a screen size
• A drone is really a smartphone that flies
Andreessen Horowitz

8. Technology Platform – Step Change
• Combination: Cloud, Mobile, AI, Machine Learning and IOT
• Computers shouldn’t ask anything it can’t work out
• Sensors change what a computer knows
• New sensors create new business opportunities
• This new tech ecosystem can drive new value workflows for
consumers
• Mobile in not a sub set of the Internet anymore
• Mobile becomes the Internet – the main way that most people go
online
• Huge scale opportunities with low cost entry requires innovation

9. “So the technology platform
is coming into focus;
what about the consumer?”

10. Consumer Mobile Trends
• Device Obsession Deepens
• Survey of device ownership: 70%
have Smartphone, 51% have Tablet,
and 14% Wearable
• 93% of all people look at their devices
within three hours of waking up
• Technology is becoming habit forming
Deloitte 2015 Mobile Consumer Survey

11. Consumer Mobile Trends
• Mobile devices play a virtual role in almost everything we do
daily
• Using mobile while watching TV continues to grow, especially
among 18-24 year olds
• While Out Shopping 92%, Talking to Family & Friends 89%,
Watching TV 87%, Eating at Restaurant 81%, Using Public
Transportation 54%, Driving Car ???
• Consumers – empowered & they know it
Deloitte 2015 Mobile Consumer Survey

12. “So Technology and
Consumer are lining up;
what about Retail?”

13. Retail Challenges
• CEO priorities on mobile keep slipping down in priority each year, but
why?
• Organizations are implementing Mobile technical solutions, but falling
short on integration with “Customer Experience Journey”
• 89% of Marketers claim their companies will compete on Customer
Experience in next 5 years
• Customer experience is dependent upon serving customers across all
channels and all devices
• Consumers want control over real time, location-enabled offers
• Persistent connectivity drives expectations for systems that operate in
“customer time”
The once sharp line between in-store retail and e-commerce is blurring as on-the-go,
tech-savvy shoppers research, browse, try on, and transact wherever and whenever
they please
Gartner Research

15. Bealls Mobile Journey
• Bealls 5 year Mobile traffic chart
• In FY15 Bealls Mobile sessions
were 41% of all digital channel
traffic
• In-store sales attributed to all
digital 24% of total company sales
• In-store sales attributed to just
mobile 16% of total company sales
• Surprise was the velocity of our
customer Mobile adoption

16. Bealls Journey
• Leveraged analytics to break a long held customer perception
• Conducted consumer studies to identify “key customer journeys”
• Hired SPI to help map our technology journey
• Phase I launching new Mobile with Loyalty 2.0
• Loyalty 2.0 leverages combination “reward & engagement” model
• Conceptualizing next phase of program which includes integration
of Mobile, Loyalty and mPayments

17. Bealls Initial Phase Mobile

18. Closing
• Speed of technology – faster than current paradigm
• Step change in technology platform – Mobile is the Internet
• Consumer Mobile becomes habit forming
• Focus on Customer Journey & Customer Experience
• Mobile – Loyalty – Payment are critical considerations
• Someday – solve the “stand-in-line” checkout problem
• My Opinion – Invest Now….if you aren’t already there, pick
strong partners

19. Contact Me
•Dave Massey
Email: dmassey@beallsinc.com