This document discusses a study conducted by Latitude 42 on next-generation retail and mobile shopping. The study surveyed over 900 smartphone users across the US and UK. It found that 63% expect to do more mobile shopping in the future. Mobile shopping is popular for its convenience, with many shopping from home or on the go. The study also found opportunities for retailers to better integrate digital and physical shopping experiences using consumers' mobile devices.
Digital tools are moving offline thanks to mobile devices, creating a generation of connected consumers in a hyperlinked world. People are using their phones to keep shopping lists, get information, solicit opinions and much more—all while cruising the aisles of brick and mortar stores. In this new reality, bits and bricks are no longer separate and "online" is everywhere.
As today’s consumer-driven technology continues to evolve, the at-retail environment is in the best position to utilize these new tools. Through mobile, retailers can engage shoppers on the spot, enhance their experiences and ultimately influence their decisions right at the point of purchase. Yet, many companies are overwhelmed with the rate of technology change and challenged to find ways to adopt technology into the right state.
At the POPAI Breakthrough Thinking Conference "Marketing at Retail Technology and Shopper Behavior: Reaching Retail Consumers with New Strategies" last Thursday (http://popai.com/tech), Allison Mooney and Caleb Kramer of MobileBehavior, a Tribal DDB Company, shared the latest insights on how consumers are using mobile devices while shopping and how marketers can embrace these behaviors to enhance the in-store experience. See their presentation here.
Ubiquitous Computing and the In-Store Shopping ExperienceRosetta Marketing
Jonathan Morgan, Experience Director at Rosetta, unpacks "Ubiquitous Computing and the In-Store Shopping Experience" in his presentation to UXPA Cleveland.
Mobile Engagement - Moving Beyond Transactions to InteractionsStarmount
Not since the Internet have we seen a more disruptive technology to the retail landscape than mobile. With Nielsen projecting that smartphones will make up more than half of all phones in the U.S. by the end of 2011, the rise of the mobile-enabled shopper is rapidly growing. Consumers are using their mobile devices for product research, price comparison and purchases, with store associates now serving customers that may know more about the particular products offered inside the store than they do.
The democratization of mobile technologies has fundamentally shifted the ROI model for retailers. Smart phones are now commodities, wireless standards have simplified network configuration, and users have demanded best of breed interface design. This technology shift enables retailers to re-think their customer interaction model and equip associates with devices and data typically found behind the cash wrap to anywhere on the store floor. Mobile solutions empower the store associate with richer information to serve customers while delivering a more personalized, efficient interaction from point-of-interest to point-of-sale. In this session, learn about the key considerations for deploying mobile inside your stores, from stakeholder success to extending your existing POS infrastructure efficiently, effectively, and securely.
Great white paper report published by St. Joseph Communications on Omni-channel advertising focused around providing solutions to retailers and brands.
Digital tools are moving offline thanks to mobile devices, creating a generation of connected consumers in a hyperlinked world. People are using their phones to keep shopping lists, get information, solicit opinions and much more—all while cruising the aisles of brick and mortar stores. In this new reality, bits and bricks are no longer separate and "online" is everywhere.
As today’s consumer-driven technology continues to evolve, the at-retail environment is in the best position to utilize these new tools. Through mobile, retailers can engage shoppers on the spot, enhance their experiences and ultimately influence their decisions right at the point of purchase. Yet, many companies are overwhelmed with the rate of technology change and challenged to find ways to adopt technology into the right state.
At the POPAI Breakthrough Thinking Conference "Marketing at Retail Technology and Shopper Behavior: Reaching Retail Consumers with New Strategies" last Thursday (http://popai.com/tech), Allison Mooney and Caleb Kramer of MobileBehavior, a Tribal DDB Company, shared the latest insights on how consumers are using mobile devices while shopping and how marketers can embrace these behaviors to enhance the in-store experience. See their presentation here.
Ubiquitous Computing and the In-Store Shopping ExperienceRosetta Marketing
Jonathan Morgan, Experience Director at Rosetta, unpacks "Ubiquitous Computing and the In-Store Shopping Experience" in his presentation to UXPA Cleveland.
Mobile Engagement - Moving Beyond Transactions to InteractionsStarmount
Not since the Internet have we seen a more disruptive technology to the retail landscape than mobile. With Nielsen projecting that smartphones will make up more than half of all phones in the U.S. by the end of 2011, the rise of the mobile-enabled shopper is rapidly growing. Consumers are using their mobile devices for product research, price comparison and purchases, with store associates now serving customers that may know more about the particular products offered inside the store than they do.
The democratization of mobile technologies has fundamentally shifted the ROI model for retailers. Smart phones are now commodities, wireless standards have simplified network configuration, and users have demanded best of breed interface design. This technology shift enables retailers to re-think their customer interaction model and equip associates with devices and data typically found behind the cash wrap to anywhere on the store floor. Mobile solutions empower the store associate with richer information to serve customers while delivering a more personalized, efficient interaction from point-of-interest to point-of-sale. In this session, learn about the key considerations for deploying mobile inside your stores, from stakeholder success to extending your existing POS infrastructure efficiently, effectively, and securely.
Great white paper report published by St. Joseph Communications on Omni-channel advertising focused around providing solutions to retailers and brands.
The role of m-Commerce in the new shopper landscapeiModerate
In this study we partnered with uSamp to take a look at the role mobile devices are playing in the new shopping landscape. Our qual-quant study reveals that while consumers are embracing the latest technology as another means to shop for products, companies still need to make improvements to provide better convenience and functionality for them on a mobile device. For marketers, understanding how to create an effortless consumer experience that makes shopping on a mobile device more appealing is just one major key to success. In this report you’ll find this and many other tips to inform and improve your mobile strategy.
Mapping the Mobile First Customer JourneySyniverse
Paul Berney (@paulbmobile), Managing Partner and Co-Founder of mCordis (www.mcordis.com) and Rob Hammond (@tech2dollars), Senior Director of Mobile Engagement at Syniverse (www.syniverse.com) present how the rising influence of the mobile channel is altering the traditional customer journey and what brands can do to enhance engagement with their customers in the mobile moment.
5 Things You Need to Know About Selling to Local Consumers Street Fight
Toward the end of last year, American shoppers reached a remarkable milestone: consumers spent more in retail stores on products which they had researched on the Internet, than those they had not. According to eMarketer, Web-influenced offline sales now account for the largest category of retail spending in the American economy.
In the deck below, we take a look at the fundamentals of selling to the modern shopper. Informed, engaged and experimental, the modern consumer expects consistency and collaboration across a buying experience. More than anything else, however, shoppers retailers to listen, adapt and meet their demands across the digital and physical divide.
this is a research from Google on the ROPO (Research Online, Purchase Offline) behavior and the need for web-to-store, mobile-to-store device in the Luxe category
An increasing number of consumers today are treating the physical store like a “showroom”: trying out new products and proceeding to buy the product online at a lower price.
In this session, iQmetrix will discuss interactive retail technology and how improving the in-store experience can help to convert shoppers, initially bent on showrooming, into buyers. They will also discuss how retailers can develop an “omnichannel” experience by selling to consumers on all channels (online, mobile and in-store) simultaneously.
Mobile Commerce was just one of the topics from the 2014 SMTULSA Social Business Conference. Judd Wheeler shared two presentations on mobile marketing and commerce.
learn more about SMTULSA conference. Smtulsa.com
Registration is open.
Today’s retail environment is highly influenced by new digital models which are becoming more mainstream, as consumers enjoy higher internet penetration and seek more convenience and value, as well as choice, personalized offers, and great service.
This presentation demonstrates the most prominent trends in the e-commerce industry. This is an Executive Summary version of the presentation. To view the entire presentation, please contact Carmelon Digital Marketing.
According to a new study from the Google Shopper Council, a group of shopper marketing experts, 84 percent of mobile shoppers use their phones to assist them in their shopping while in physical stores.
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and BeyondSPS Commerce
You are invited to view a complimentary webinar featuring retail industry experts from Retail Systems Research (RSR) and SPS Commerce. Based on their latest research, including the 2014 Retail Insights industry benchmark report, you’ll learn what strategies your peers are deploying to improve omni-channel performance in 2014.
The webinar provides insights on:
• The state of the retail market—how many retailers have or will adopt the omni-channel? What steps are they taking?
• Which external and internal forces will impact retail the most in the upcoming years?
• Which technology and business areas are retailers, vendors and logistics firms making significant investments in 2014?
Creating a truly personalized Omni-channel customer experienceVincent Teo
Asia Pacific is now the largest eCommerce region in the world. Retail eCommerce is growing year on year with more and more people opting for the convenience of online shopping.
In addition, Omni-channel is now a key strategy amongst top retailers in Asia with customers shopping online and offline across multiple touch points, channels, devices and journeys. There is a need for brands to create a truly personal Omni-channel customer experience to differentiate themselves and stay ahead while reaping the financial benefits of a holistic brand and retail experience.
Creating a seamless end-to-end customer experience has never been more important. Consumers expect information how they want it, when they want it, and on whatever device they’re currently using. Join us to learn how ExactTarget Marketing Cloud customers have incorporated mobile into the customer lifecycle to drive engagement, provide real-time customer support, and create the ultimate connected experience.
Hoppers implementation of a Mobile platform is described in detail. This architecture can be uses for any Mobile application that needs a Mobile APP, Web Services, and a Merchant Interface to manage content. Merchant Interface can be viewed as CMS which is light weight.
The role of m-Commerce in the new shopper landscapeiModerate
In this study we partnered with uSamp to take a look at the role mobile devices are playing in the new shopping landscape. Our qual-quant study reveals that while consumers are embracing the latest technology as another means to shop for products, companies still need to make improvements to provide better convenience and functionality for them on a mobile device. For marketers, understanding how to create an effortless consumer experience that makes shopping on a mobile device more appealing is just one major key to success. In this report you’ll find this and many other tips to inform and improve your mobile strategy.
Mapping the Mobile First Customer JourneySyniverse
Paul Berney (@paulbmobile), Managing Partner and Co-Founder of mCordis (www.mcordis.com) and Rob Hammond (@tech2dollars), Senior Director of Mobile Engagement at Syniverse (www.syniverse.com) present how the rising influence of the mobile channel is altering the traditional customer journey and what brands can do to enhance engagement with their customers in the mobile moment.
5 Things You Need to Know About Selling to Local Consumers Street Fight
Toward the end of last year, American shoppers reached a remarkable milestone: consumers spent more in retail stores on products which they had researched on the Internet, than those they had not. According to eMarketer, Web-influenced offline sales now account for the largest category of retail spending in the American economy.
In the deck below, we take a look at the fundamentals of selling to the modern shopper. Informed, engaged and experimental, the modern consumer expects consistency and collaboration across a buying experience. More than anything else, however, shoppers retailers to listen, adapt and meet their demands across the digital and physical divide.
this is a research from Google on the ROPO (Research Online, Purchase Offline) behavior and the need for web-to-store, mobile-to-store device in the Luxe category
An increasing number of consumers today are treating the physical store like a “showroom”: trying out new products and proceeding to buy the product online at a lower price.
In this session, iQmetrix will discuss interactive retail technology and how improving the in-store experience can help to convert shoppers, initially bent on showrooming, into buyers. They will also discuss how retailers can develop an “omnichannel” experience by selling to consumers on all channels (online, mobile and in-store) simultaneously.
Mobile Commerce was just one of the topics from the 2014 SMTULSA Social Business Conference. Judd Wheeler shared two presentations on mobile marketing and commerce.
learn more about SMTULSA conference. Smtulsa.com
Registration is open.
Today’s retail environment is highly influenced by new digital models which are becoming more mainstream, as consumers enjoy higher internet penetration and seek more convenience and value, as well as choice, personalized offers, and great service.
This presentation demonstrates the most prominent trends in the e-commerce industry. This is an Executive Summary version of the presentation. To view the entire presentation, please contact Carmelon Digital Marketing.
According to a new study from the Google Shopper Council, a group of shopper marketing experts, 84 percent of mobile shoppers use their phones to assist them in their shopping while in physical stores.
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and BeyondSPS Commerce
You are invited to view a complimentary webinar featuring retail industry experts from Retail Systems Research (RSR) and SPS Commerce. Based on their latest research, including the 2014 Retail Insights industry benchmark report, you’ll learn what strategies your peers are deploying to improve omni-channel performance in 2014.
The webinar provides insights on:
• The state of the retail market—how many retailers have or will adopt the omni-channel? What steps are they taking?
• Which external and internal forces will impact retail the most in the upcoming years?
• Which technology and business areas are retailers, vendors and logistics firms making significant investments in 2014?
Creating a truly personalized Omni-channel customer experienceVincent Teo
Asia Pacific is now the largest eCommerce region in the world. Retail eCommerce is growing year on year with more and more people opting for the convenience of online shopping.
In addition, Omni-channel is now a key strategy amongst top retailers in Asia with customers shopping online and offline across multiple touch points, channels, devices and journeys. There is a need for brands to create a truly personal Omni-channel customer experience to differentiate themselves and stay ahead while reaping the financial benefits of a holistic brand and retail experience.
Creating a seamless end-to-end customer experience has never been more important. Consumers expect information how they want it, when they want it, and on whatever device they’re currently using. Join us to learn how ExactTarget Marketing Cloud customers have incorporated mobile into the customer lifecycle to drive engagement, provide real-time customer support, and create the ultimate connected experience.
Hoppers implementation of a Mobile platform is described in detail. This architecture can be uses for any Mobile application that needs a Mobile APP, Web Services, and a Merchant Interface to manage content. Merchant Interface can be viewed as CMS which is light weight.
Agile Marketing: Managing Marketing in a World of Constant Changeion interactive
Learn how an agile approach to marketing management may be the single most valuable decision your organization can make. Plus, examples of successful agile marketing for content marketing, social media & conversion optimization.
Amazon.com: the Hidden Empire - Update 2013Fabernovel
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Presentation given at the 12 annual marketing to the Rural Sector Conference, held in Auckland, NZ August 27-28th. This paper looks at latest consumer trends & consumer behaviour, the impact of smartphones and tablets to farmers, and developing campaigns to engage them.
The Social Shopper: A Lens into the future of Retail ExperiencesDelvinia
The Internet and social media have created a landscape where consumers are a more significant force than ever before. And, digitally-savvy shoppers are leading the way. Our study around consumer use of digital technology — conducted through AskingCanadians™ — reveals that digital experiences are not only a key component in the purchase process; but digitally-inclined shoppers are fast becoming the consumers of the future.
Before long, all shoppers will be mobile shoppers. The answers about how to win with mobile shoppers are not about technology. It’s not about mobile sites versus apps, iPhone versus Android or even retailers versus manufacturers. The answers are found by looking through the eyes of the mobile shopper.
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[digitaslbi.com 23.04.15]
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http://www.digitaslbi.com/Global/ConnectedCommerce2015-Deck-FINAL.pdf
press release :
http://www.digitaslbi.com/Global/ConnectedCommerce2015-PressRelease-Final.pdf
Blis insights: the influence of location on cross-screen advertisingBlis
Understanding the role of location in how consumers interact and respond to advertising is becoming a critical component for every brand looking to execute successful mobile-aware campaigns.
Technology has played its part in this evolution, with devices and connectivity combining to provide consumers with access to content and information anytime, anyplace. Consumers are using multiple devices to interact with brands in different ways depending on the kind of content being consumed, the services they are using, and the context of their location.
The data in this deck comes from a Blis White Paper based on consumer research from a nationally represented sample of UK consumers, designed to explore the following topics:
Device ownership and usage across demographics
How consumers engage with mobile advertising on different devices
The importance of context in mobile advertising
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Bricks and Mobile - Brand in Hand- How Brands Can Influence the Shopping TripRemodista
While retailers have traditionally controlled the shopping experience, mobile marketing allows brands to provide shoppers with additional information to influence the purchase. Learn how brands are embracing the channel by looking at successful experiences that vary by low- and high-involvement categories, outside and within the store and across tactics from text messaging to the latest location-based apps. Understand how to prioritize solutions for your brand, which content to provide and how to leverage partnership opportunities with retailers and third party apps like ShopKick and FourSquare.
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Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
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In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
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Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
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• Four (4) workplace discipline methods you should consider
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What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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Next-Gen Retail: Mobile and Beyond
1. next-gen retail:
mobile AND beyondº
Next-Gen Retail: Mobile and Beyond is one installment of Latitude 42s, an
ongoing series of open innovation studies which Latitude, an international
research consultancy, publishes in the spirit of knowledge-sharing and
opportunity discovery.
42º new economy
December 2012
2. we asked more than 900 smartphone-enabled shoppers
across the world, “how would you like to shop in the future?”
Photo: Marco Derksen
In 2012, Latitude conducted a large-scale, inter- quantitative survey to assess their desirability
national study investigating shoppers’ mindsets amongst a larger audience. PLACES OF STUDY:
and motivations, current behaviors, and unmet 38º / 53’ : UNITED STATES
needs. The study also assessed consumers’ ap- Survey participants (n=909) were ages 20-59, 50%
petites for various new ways to shop and make male and 50% female, residing in the UK (50%) 51º / 31’ : UNITED KINGDOM
purchases, both online and in-store. and the US (50%). All participants owned and
used a smartphone at least once per week, while
Prior to launching the survey, Latitude engaged 65% also owned and used a tablet at least once per METHODS OF STUDY:
a few dozen early tech adopters in an online idea week (making these participants “dual owners”). HYBRID QUAL/QUANT SURVEY
generation activity to collect “future requests” All participants had at least minimal engagement
for desirable retail experiences or interactions with mobile shopping; they had purchased digi-
GENERATIVE ONLINE ACTIVITY
that may not currently exist, but that could be tal content from a smartphone or tablet and had
offered now or within the next few years. Select also used a mobile device to shop for (not neces-
concepts from participants were included in the sarily purchase) a physical product or experience.
Next-Gen Retail:
MOBILE AND BEYONDº 2
3. our shoppers
age + gender household income
less than $49,000 or £35,000 - 25%
$50,000-$99,000 or £35,000-£70,000 - 25%
$100,000-$149,000 or £70,000-£105,000 - 25%
20-29 years old - 33% more than $150,000 or £105,000 - 25%
30-39 years old - 33%
40-49 years old - 20%
50-59 years old - 13%
location mobile ownership & shopping engagement
U.S. - 50%
U.K. - 50% 100% Participants had at least
smartphone owners
minimal mobile shopping en-
gagement, meaning that they
had purchased digital content
65% from a mobile device and had
dual owners
shopped for (not necessarily
(smartphone + tablet) purchased) physical products
46% - Suburban
or experiences.
34% - Urban
20% - Rural
*Income brackets are roughly equivalent across the US & UK, based on World Bank data for purchasing power parity (PPP).
4. Photo: Garry Knight
OUR
QUESTIONS
1. What benefits and barriers are people
experiencing when it comes to mobile
shopping?
2. What are some best practices for devel-
oping great retail experiences via apps and
the mobile web?
3. How can mobile devices enhance both
online and in-store retail experiences in the
future?
4
5. table of 7
11
The State of Mobile Shopping
The Psychology of Mobile
contentsº 17 The Convergence of Mobile & Physical Retail
22 Purchase & the Digital Wallet
26 Best Practices for Mobile Experiences
32 Opportunities in Next-Gen Retail
5
6. mobile shopping
[mōbəl SHäpiNG] - noun
finding, discovering, browsing, researching,
bookmarking, price-checking, comparing,
sharing, tracking, or purchasing goods, services,
or experiences—facilitated in whole or in part by
mobile devices.
6
7. the state of mobile shoppingº
63% of people
expect to be doing
more shopping on
their mobile deviceS
over the next 34%
couple years. no change
3%
less
7
8. “
These days, I use my laptop mostly at work—but my
smartphone goes everywhere with me. I can look
up information or buy something the instant it oc-
curs to me, wherever I happen to be then. Honestly,
it’s hard to imagine what life was like before.
8
9. MOBILE IS FOR In which situations do you typically use a mobile device to shop or make purchases?
MORE THAN JUST At home 62%
77%
ON-THE-GO 59%
87%
Watching TV 60%
77%
51%
On-the-go 66%
Smartphone owners
26% using smartphones
45% Dual owners using
smartphones*
Commuting/traveling 68%
42% Dual owners using
tablets*
36%
In a store 65%
21%
35%
At work 57%
32%
Shopping Can Happen Anywhere
Mobile shopping has seeped into our everyday routines—from work to home, and everywhere in
between. Eighty-one percent affirm that, “because I have a mobile device, I’m constantly shopping.”
Mobile is Bringing it Home
Somewhat unexpectedly, 77% of smartphone-only owners confess to shopping regularly from these
devices at home, forgoing the larger screen and other niceties of a desktop or laptop computer. And,
while dual owners prefer tablets at home, they’re smartphone power-shoppers pretty much every-
of dual owners typically shop on their tablets
77% while watching TV, highlighting a whitespace where else. Sixty-five percent of dual owners have used a smartphone to shop while in a store, suggest-
opportunity for multi-screen shopping. ing opportunities to better synthesize digital and physical retail experiences.
*Dual owners are defined as people who own and regularly use both a smartphone and tablet. 9
10. DIFFERENT SCREENS FOR DIFFERENT NEEDS
top shopping behaviors by device
Locate a store Check out Look up product information
72% 72% 66%
Look up/compare pricing Look up product information Look up/compare pricing
66% 66% 61%
Look up product information Look for coupons/promotions Check user ratings/reviews
58% 65% 57%
10
*Data displayed for only those participants who own all three devices (n=592).
11. the psychOlogy of mobileº
2 out of 5 people
have more “me”
time or feel more
relaxed, thanks
to being able to
shop with mobile
devices.
11
12. “
I’m definitely more efficient. Shopping is just sort
of a background process that’s always running.
And I find cool, niche items that would’ve taken
me forever to come across normally—with way
less stress and virtually no time wasted.
12
13. mobile MAKES ME SMARTER, FASTER, BETTER
Being able to shop and make purchases on my mobile device(S)
makes me feel more _____________ about shopping and my life
54%
68%
53%
45%
67%
*Percentages represent the portion of participants who
13 identified with each of the descriptors above.
14. the benefits of mobile shopping: TIME > MONEY
It saves me I can find the I can do it
time best deals on-the-go I can do it while I don’t have to
multitasking wait in line
73% 69% 69% 63% 55%
Buying Time
While mobile information needs are highly situation-dependent, more people cite saving time over
saving money as one reason to shop via mobile, regardless of income. (U.S. shoppers are more deal-
driven than those in the U.K. — 78% vs. 61%). Women tend to appreciate aspects of mobile that lead
to more efficient or “productive” shopping; they are significantly more likely than men to go mobile
More women than men identify with the because it eliminates waiting in line and because it’s something they can do while multi-tasking or
emotional and aspirational benefits of mobile accomplishing other things. On the other hand, men are attracted to mobile because it streamlines
shopping, such as feeling more satisfied and
accomplished and having more fun. shopping by offering better curated options—which means fewer items to sift through.
Next-Gen Retail:
mobile AND beyondº 14
15. mobile + local: set ME
DUAL (Smartphone + Tablet) OWNERS ARE
up for serendipity LOCAL EXPERIENCE ENTHUSIASTS*
In the past month, have you purchased daily deals or event tickets from
your mobile device(s)?
56% 57%
The Thrill of a Good Find
On-demand access to location-aware information (like
Google Maps, Yelp, etc.) has certainly heightened people’s
awareness of the world around them. More recently, mobile
smartphone-only owners
developers have made it their mission to delight users by facil-
dual owners
itating local discovery (with apps like Groupon, LivingSocial,
and Field Trip). Forty-five percent of people say they discover 20%
more local places, products, and experiences because of their 15%
mobile devices. And it’s hard to beat the rush of making a
serendipitous discovery. When asked to recall a recent
memorable purchase, 1 in 6 participants said the experience
that came to mind was memorable because it was something
Event Tickets Daily Deals
completely new for them.
Mobile Makes for an Open Mind PEOPLE WHO HAVE PURCHASED LOCAL EXPERIENCES VIA
These kinds of discoveries deliver more than just a tempo- MOBILE ARE __________ than people who haven’t done so:
rary “rush” or social currency; they’re fundamentally chang-
ing the way we think about ourselves and the world around us. • more likely to be urban dwellers
• more likely to have children
The vast majority (88%) of people agree that having a mobile
• more likely to cite “discovering new things” as a benefit of mobile
device with real-time information makes them more sponta- • more likely to say they’re technologically “way ahead of the curve”
neous with shopping and, in general, more open to discover- • twice as likely to favor smartphones as a payment platform
ing new things.
*Local experience enthusiasts are defined as people who have purchased event tickets or daily deals via any mobile device.
Money icon designed by Luis Prado from The Noun Project
Next-Gen RETAIL:
Mobile AND Beyondº 15
16. well-EXECUTED alerts work wonders leverage location to
When I receive location-aware communications from retailers, I am more likely to… inspire action
52%
visit the website
The Rise of an “Alert Culture”
Many brands are tapping into shoppers’ continuous receptiv-
ity and their willingness to multitask by feeding today’s “alert
culture” (e.g., via emails and push notifications that tout daily
50% deals, flash sales, and other short-lived promotions), height-
ening the sense of urgency and excitement around making
visit the store soon
a purchase. Sixty percent of participants report that they’re
spurred to shop or make a purchase at least once a week
because they’ve received a mobile alert (e.g., an email, text
message, notification, etc.) from a brand or retailer.
The Right Place at the Right Time
20%
Shoppers have mastered “pulling” information from mobile,
and now they’re looking for more. People expect smart, loca-
make a purchase tion-aware communications to reach them at the right times
and places (e.g., when a recommended or sought-after item
is nearby or on sale), exposing them to things that they’d
genuinely be pleased to learn about. (Of course, this raises
legitimate privacy concerns, but increasingly more people
are willing to make the trade-off if they feel they’re receiv-
ing something truly valuable in return.) More than half claim
20% that a well-executed alert makes them more likely to visit the
visit the store that day website or the store soon, while 1 in 5 say they’re more likely
to make a purchase or to make a pit-stop at the store that day.
17. the CONVERGENCE of mobile & physical retailº
60% of people
have used a mobile
device while shopping
in store.
17
18. “
One thing I like about online stores is that when
you’re looking at a product, the site will show you
which other products shoppers have viewed and
whether they ultimately buy the original item or
another one. If my smartphone could show me in-
formation like that when I’m looking at physical
products, that would be fabulous.
18
19. If you had to do all of your shopping online, what would you miss about shopping in stores?
1. Trying products in real life
2. Immediate access to purchases
3. Getting out of the housE
4. Shopping with friends or FamilY
5. Window shopping
25%
52% 39%
32%
39%
19
*Percentages represent the portion of participants who identified with each benefit of in-store shopping.
20. Have you ever used your tablet shoppers EXPECT mobile
WHILE SHOPPING IN A STORE?
to improve their in-store
RETAIL experiences
33%
Yes
Offer Expertise, Not Just Information
Shoppers are already using their mobile devices to look up product infor-
mation, run price comparisons, and even make online purchases while
44%
shopping in a store. Retailers have an opportunity to leverage these behav-
No, but I might be interested to iors by providing the information themselves that people are already look-
ing for—or don’t even know they want yet. With mobile, retailers can offer
people the expertise that traditional, face-to-face customer service pro-
vides, but in a more personalized, real-time way. This might include an app
that recommends other items in a store that would pair well with a specific
23% piece, or one that already knows your personal preferences and provides a
No, and I probably list of products (available in-store) based on that. Seventy-nine percent of
shoppers are interested in the possibility of having digital content—product
wouldn’t be interested to
recommendations, demo videos, virtual “try on” simulations, and so on—
delivered to their mobile phones while shopping in a store. In fact, 77% of
dual owners have already used or would be interested to use their tablets
while shopping in a store.
*Data displayed for tablet owners only.
Next-Gen Retail:
Mobile AND Beyondº 20
21. MOBILE “FUTURE REQUESTS” FOR PHYSICAL RETAIL
82% View similar products
bought by others
92% Tap “smart” posters for
coupons
79% Receive a list of a store’s
most popular items
95% Self-scan items for
check-out
94% Compare products
87% Access store maps to
locate products
79% Watch demo videos
86% Be alerted when near
a store with sought-after
items
79% Virtually “try on” clothes
72% See if items’ colors
match
*Data represents the percentage of people who would be interested in each offering (n=909).
NEXT-GEN RETAIL:
MOBILE AND BEYONDº
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ATTRIBUTION-NONCOMMERCIAL-SHAREALIKE
22. purchase & the digital walletº
51% of people
feel very comfortable
making purchases from
their mobile devices,
while 39% feel somewhat
comfortable doing so.
22
23. “
I’d like to store all my bank and credit card details
securely on my smartphone so I don’t have to worry
about carrying a lot of cards around with me. Why
do I need a real wallet anymore when I could have
a digital one on my phone?
23
24. Dual (smartphone + tablet) Owners and mobile is gaining ground
are Power Shoppers when it comes to purchasing
They spend more online than smartphone-only shoppers Dual owners are increasingly choosing mobile
desktop/laptop smartphone tablet in person
Significantly more dual
owners than smartphone- 58% 47% 42% 15%
only owners confess that
they tend to buy more
37% online or via mobile than
Among shoppers with access to all four purchasing
25% they would if they were
“platforms” above, traditional computers are (predict-
ably) still the most popular way to check out—but mobile
shopping in a physical
is rapidly closing the gap. In the near future, it’s likely
store.
that mobile will overtake desktops and laptops.**
They buy more across all categories of goods Younger generations are paving the way
When asked to recall mobile pur- Predictably, younger generations feel
chases from the last month, dual more comfortable checking out via mobile,
owners were significantly more suggesting that mobile purchasing will
likely to make purchases on both become more second-nature, with privacy
smartphones and tablets across and security issues presenting less of a
nearly all categories. barrier for successive generations.
They also spent more money on
their most recent mobile purchases 52% of all 20-29 year-olds cite
than smartphone-only owners did smartphones as a favorite purchasing
($50+ in the US & £80+ in the UK).* platform—significantly more than
amongst 40-59 year-olds (37%).
*Dual owners were significantly more likely to have higher household incomes in the UK, but not in the US.
**Response options for favorite purchasing “platforms” were not mutually exclusive, but limited to two selections from these possibilities: laptop/desktop computer, smartphone, tablet, in-store.
25. MOBILE transactions
are gaining traction
Check This Out
Seamless movement from “shopping” to “checking out” on a mobile
% device is quickly becoming a mainstream expectation amongst con-
80
sumers. The majority of participants (85%) say that being able to shop
le on their mobile devices increases the likelihood of actually making
op e a purchase. Moreover, 1 in 3 people confess that they tend to spend
pe b
of uld sted le more when shopping online or via mobile than when shopping at a
wo ere obi physical store. (Only 16% say they spend less.)
int a “m ”
in llet
wa The Fix is in the UX
Concerns about storing and transmitting sensitive financial informa-
tion via mobile aren’t what they once were. In fact, when asked about
barriers to mobile payment, consumers rank user experience as the
number one problem; nearly half (47%) cite smartphones’ small screen
sizes as a deterrent, while only 40% have worries about the security of
their financial information. Mobile sites’ limited functionality (40%)
and difficulty entering personal information (39%) also rank highly—
cementing the notion that most barriers to mobile payment are en-
demic to the design of specific websites or apps. Pushing beyond oc-
casional purchasing, shoppers are looking for a more comprehensive
mobile payment platform. Eighty percent of participants say they’d be
interested in a “mobile wallet”—particularly if it enabled them to skip
on carrying cash or credit cards entirely.
of parents with children under 18 would be interested
55% in a mobile app that allows them to approve their chil-
dren’s online/mobile purchase attempts in real-time.
26. best practices for mobile experiencesº
61% of people
have a better opinion
of brands when they
offer a good mobile
experience.
26
27. “
A lot of shopping apps have too big of a footprint;
that is, they’re too clunky, intrusive, or ad-heavy
relative to how much value they deliver. They need
to offer an experience that justifies taking up stor-
age space on my phone.
27
28. SHOPPERS RELY ON MULTIPLE APPS TO MEET THEIR NEEDS
Which types of shopping apps have you downloaded?
Mass online retailers 61%
Barcode scanners 48%
Coupon or deal services 48%
P2P marketplaces 42%
Specific store brands 38%
Price comparisons 37%
Consumer reviews 22%
Next-Gen Retail:
Mobile AND Beyondº 28
29. BEST PRACTICESº
THE ideal shopping app WOULD...
SELL STUFF, BUT GIVE INFORMATION. With or without
retailers’ involvement, customers are already mining the In-
ternet for the information they want at any given moment,
particularly coupons, price comparisons, and user reviews.
Brands and retailers who provide this information them-
selves have an opportunity to join the conversation, creating
more touch-points for customer interactions.
TAKE CONTEXT INTO ACCOUNT. Shoppers increasingly
expect brand communications to feel relevant both to me and
to this moment in time. Apps should synthesize all available
information—location, past purchases, browsing history,
etc.—in an effort to really “get to know” each user.
NOT TRY TO REPLICATE THE WEBSITE. Apps that offer
a sub-par experience relative to the main website are consid-
ered to be among the most “delete-worthy” by users. Follow
the well-established cross-platform wisdom; different screens
should offer different experiences.
FOCUS ON THE ESSENTIALS. When considering which
functions to include in an app, striking a balance between
“limiting” and “overwhelming” can be tricky. (And don’t for-
get that “overwhelming” also tends to correlate with “over-
sized.”) Many participants expressed that apps which hog
precious storage space on devices are likely to have a lower
chance of survival regardless. Brands and retailers should
understand which features are “must-haves” for their specific
communities, and cut out the bells and whistles.
PROVIDE EXTRA PERKS. While mobile shopping is rapidly
gaining ground, users who engage with brands on an addi-
tional platform often feel that they’re “insiders,” and that ad-
ditional incentives (or rewards) are in order. In many cases,
special promotions or loyalty rewards are the primary rea-
sons to adopt an app in the first place—and to keep using it.
30. most important features
comparison shopping shipment tracking
35% 26%
access to coupons customer reviews ability to complete a purchase
36% 31% 28%
top Reasons to Delete an App
1. Not as good as the website 2. Kept crashing 3. Push notifications were annoying 4. Forgot about it 5. Didn’t have the functionality I wanted
31. MOBILE “FUTURE REQUESTS” FOR VIRTUAL RETAIL
92% 96%
Be alerted when stores are Keep a virtual loyalty card
having sales
88%
View aggregated sale alerts
from favorite brands
90%
Make purchases with one click
83%
82% Repeat a past purchase I’ve made
Find accompanying items from
the same brand
65%
Make automated
69% buying
Determine the make of other decisions
people’s stuff based
on my habits
81%
Track purchases made from any device
55%
Approve my child’s online purchase attempts
in real-time*
*Amongst participants who have children living at home.
*Data represents the percentage of people who would be interested in each offering (n=909).
NEXT-GEN RETAIL:
MOBILE AND BEYONDº
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ATTRIBUTION-NONCOMMERCIAL-SHAREALIKE
32. Opportunities in Next-Gen Retail
Photo: Macabre Photographer
FOR MARKETERS: FOR RETAILERS & MOBILE DEVELOPERS: FOR ONLINE RETAILERS:
be serendipitous by design MAKE DIGITAL MORE PHYSICAL don’t limit shopping to one screen
We no longer need to be in a transactional or A smartphone isn’t just an “out-and-about” de- People want the ability to funnel ideas they col-
need-based mindset (i.e., “I need this specific vice or a fall-back when we don’t have access to lect throughout the day directly into their smart-
item”) before considering a purchase; constant a larger screen; in fact, home is one of the most phones (which are always at hand) and explore
connectivity has made us more spontaneous and popular places to shop via mobile. As smart- them there. Given that media is a great source
receptive with our shopping. However, it’s still phones become a shopping cornerstone to more of ideas and inspiration, it’s not surprising that
challenging for a brand to find the moment when and more consumers, expectations about the most smartphone owners shop while watching
its message will feel welcome and inspiring. With range of functions that these devices can deliver TV—highlighting a significant opportunity for
users’ consent, retailers could track metrics that will grow. The virtual shopping experiences that retailers, advertisers, and TV networks to of-
focus on the experience of shopping over the offer real value are likely to be those that ap- fer “second screen” shopping integrations (e.g.,
transaction, and which “learn” individual shop- proximate what physical retail does best: deliver “Watch with eBay” iPad app, History Channel’s
ping preferences over time (e.g., I prefer to shop a sense of immersion, gauge whether items fit “Picked Off” mobile auction site, etc.). Viewers
at specific times of day, when it’s rainy, and when with me personally, and afford opportunities to should be able to purchase instantly the clothes a
I’m traveling). They could also know my sought- be social. Offerings like virtual dressing rooms character is wearing, a painting from her house,
after items, and alert me when I’m near a store (e.g., Xbox Kinect’s AR fitting room, Swivel, etc.) or even a trip to a place she’s visited. Inspiration
that sells them. In this way, brands and retail- designed for mobile, as well as 3D catalogs (e.g., is becoming an increasingly powerful shopping
ers can begin to engineer that hard-to-come-by “IKEA Now” app) are just the beginning as phys- trigger, and retailers have an opportunity to pro-
sense of serendipity around shopping. ical and digital realities become more enmeshed. vide a direct outlet for it.
33. Next-Gen Retail: Mobile AND Beyondº
Latitude is an international research consultancy helping clients create engaging Latitude Studios, a branch of Latitude Research, reimagines the way research is
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To learn more about working with Latitude, contact: perspective of individuals and groups of people across the world, about how the
Neela Sakaria / EVP/Managing Director / nsakaria@latd.com Web can continue to change the way we live for the better.
For press inquiries, contact: Study Architect & Lead Designer
Kim Gaskins / Director of Content Development / kgaskins@latd.com Kadley Gosselin, Content & Communications Manager
Study Architect & Lead Writer
Kim Gaskins, Director of Content Development
Supporting Analyst
latd.com Natalie Stehfest, Senior Research Analyst
@latddotcom Editorial Oversight
facebook.com/latituderesearch Neela Sakaria, EVP/Managing Director
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Next-Gen Retail:
Mobile and Beyondº
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