This document discusses the future of mobile shopping and omnichannel retail. It notes that omnichannel retail aims to provide a consistent customer experience across channels. Several key areas of mobile shopping are examined, including showrooming where customers examine products in stores but purchase online. The document also looks at mobile purchasing and points of sale, finding that many customers use mobile devices for in-store shopping and nearly 20% use them for purchases. It recommends that retailers provide wi-fi, localize content, integrate mobile into point of sale systems and train staff to create a seamless omnichannel experience for customers.

1. MOBILE SHOPPING
in the
FUTURE of RETAIL
#ShopMobile
Spring 2013
HUNTER
THOMAS
@whunterthomas
HELENA
HOUNSEL
@helenalor

2. agenda
#ShopMobile
What is omnichannel?
Three Key Areas:
• Showrooming
• Purchasing
• Point-of-sale
Driving mobile engagement
2
popular mobile shopping apps

3. omnichannel retail
Omnichannel puts the consumer front and center,
creating a consistent, seamless experience in each channel.
#ShopMobile
38%
of retailers seek
profits via
omni
80%
become loyal
through omni
42%expect similar
experience

4. #ShopMobile
mobile commerce growth
US Retail Mobile Commerce Sales, 2011 – 2017
billions and percent of retail e-commerce
via eMarketer, Q1 2013
4

5. social commerce
#ShopMobile
trust word-of-mouth
more than any other
form of advertising
92%
have purchased after
sharing or liking on
Facebook, Pinterest or Twitter
43%
WANELO, the new social
community for shopping.
5

6. quick quiz: phone use
#ShopMobile
32%
What percentage of people use their
smartphone in the bathroom?
75% 51%
6
75% use their smartphone in the bathroom.

7. three key areas
#ShopMobile
purchasing point-of-saleshowrooming
7

8. showrooming
#ShopMobile
43%
apparelpurchases
affected
50%
admit to
showrooming
47%use smartphone
for product
information
• Showrooming: the practice of examining merchandise in-store, but
then shopping online to purchase at a lower price.
• Showrooming isn’t just for smartphone users; anyone can view a
product in-store and then order online at home.
• In 2012, showrooming cost brick-and-mortar retailers an estimated
$217 billion in sales loss.
8

9. quick quiz: showrooming victims
#ShopMobile
In the US, who is the most showroomed retailer?
Pet Smart Best Buy Toys R Us
Bed Bath &
Beyond
Sears
9
Bed Bath & Beyond has the highest risk of
showrooming; Best Buy is the 4th.

10. purchasing
#ShopMobile
of smartphone users use their
device while shopping in-store
84%
of users start with a browser
search; making the mobile site
an important focus area
82%
Macy’s in-store mobile
10

11. point-of-sale
#ShopMobile
of smartphone shoppers use
their device for purchase
19%
transaction volume of
payments made through
mobile wallets
$2
trillion
11
Mobile POS system
used at Nordstrom

12. quick poll: mobile wallet
#ShopMobile
32%
How many of us have a mobile wallet
or have paid using our smartphone?
50%
12

13. in-depth interviews
iPhone
female
“fashionista”
1
iPhone
female
“cool mom”
2
iPhone
female
“with it”
3
MILLENNIAL
GEN X
BABY
BOOMER
Everyone agreed: simplicity is key. Faster to load, easier to use.
#ShopMobile 13

14. mobile engagement
#ShopMobile
Mobile & Social Ads
Visit Mobile
App or Site
In-Store
Experience
Omnichannel
Customer
Consistency is key as the brand and
consumer connect in each channel.
14

15. recommendations
#ShopMobile 15
provide Wi-Fi
localize the
login
promote sales
integrate POS
customize
touch-points
train associates

16. quick quiz: mobile devices
#ShopMobile
There will be more
mobile devices than people
in the world by 2014?
TRUE or FALSE
16
By 2014, there will be more mobile devices
than people in the world…that’s over 7 billion!

17. make it seamless
Retail is about the destination—the experience.
Now, one brand can have many different destinations.
But, the experience, should always be the same.
Mobile is the fastest growing retail channel.
#ShopMobile

18. MOBILE SHOPPING
in the
FUTURE of RETAIL