Keynote at EcommerceExpo North/TFM&A in May 2011 on Mobile Retailing (M-Retailing) and the changes that Mobile- and Social-Retailing are bringing to retailers. See too www.internetretailing.net, www.m-retailing.net.

1. Mobile Retailing – selling in the age of the multichannel customer
TFM&A / eCommerce Expo
Manchester, May 2011
www.ianjindal.com

2. 1. The Multichannel Customer
2. Social and Mobile
3. Into the store - multichannel
4. Opportunities and challenges

3. Ian Jindal
@ianjindal
@etail
@etailexpo

4. Ian Jindal
www.ianjindal.com
http://twitter.com/ianjindal

5. www.ianjindal.com
http://twitter.com/ianjindal

6. The Multichannel Customer

7. What’s on your mind?
Summary

8. Key trends for industry professionals - Survey

9. What’s on your mind?
25% - Social Commerce
-- “ROI” , personalisation, brand integration
16% - Mobile Retailing
Summary
-- Experience, commerce everywhere, links to Social

10. Social

11. Social traffic to retailers exceeds email

12. Trend continued in 2010
http://weblogs.hitwise.com/heather-dougherty/2011/01/
holiday_retail_gets_more_socia.html

13. Television and Mobile

14. Television and Mobile

15. Reviews

16. Reviews
• 215 billion
user-generated
impressions
• 3500+ review
impressions per
second
• 1,000+ retailers

17. Reviews
! Sephora products with 2 or
more questions have a 22%
higher conversion rate
! Customers’ own words
! 20x update frequency
! Without Q&A, this top
ranked page would not exist
!

18. Guerilla Commerce
http://twitter.com/etail/tweetailers

19. Whither the ‘purchasing funnel’?
http://www.kaushik.net/avinash/wp-content/uploads/2007/11/coradiant_reports.png

20. Social and mobile lead to the store…

21. Social Graph and Location meet promotion
Facebook Deals – adding promotions to “place” and
“social” http://www.internetretailing.net/2011/02/facebook-deals-adding-the-what-to-the-where-and-who/

22. Social Graph and Location meet promotion
Facebook Deals – adding promotions to “place” and
“social” http://www.internetretailing.net/2011/02/facebook-deals-adding-the-what-to-the-where-and-who/

23. Social Graph and Location meet promotion
Facebook Deals – adding promotions to “place” and
“social”

24. Social Graph and Location meet promotion
Facebook Deals – adding promotions to “place” and
“social”
http://www.fraunhofer.de/en/press/research-news/2010-2011/13/interactive-window-shopping.jsp

25. Kraft’s Store Kiosk – the “food bot” – bring the data into the store
• /
http://www.fastcompany.com/1716684/whats-for-dinner-intel-and-kraft-can-help-with-that-
video

26. Social Graph and Location meet promotion
900,000
views a
month 45% on the
dealer
forecourt!!
Facebook Deals – adding promotions to “place” and
“social”

27. Social allows interaction with the brand and the store – not just passive

28. Social allows interaction with the brand and the store – not just passive
• MMS images/messages
• Updated within c12 seconds
• Projected on store frontages in Copenhagen
• Digital screens in Aarhus and Copenhagen

29. Mobile can expose your stock, locations and store processes

30. 3D makes Augmented Reality ‘more real’
• /
• 3D images/movies – just from the light of the
iPhone screen
• Rendered image
• Surprisingly workable
• Beyond barcodes and covers – scan by
shape??
http://www.trimensional.com/

31. Measure and assess

32. Social Commerce – Roundtable videos…
http://www.internetretailing.net/events/bazaarvoice-social-commerce-insight-roundtable

33. Not App “or” Mobile web – it’s both!
– M-Web – all look very
similar
– Design is due a move
to 2.0!
– App can access GPS,
contacts, video,
processor,
authentication, and
doesn’t need data
access
– Apps get forgotten
– Rich data!
http://www.internetretailing.net/2010/05/m-retailing-roaming-report-why-ms-went-down-the-m-web-path/

34. Measure and assess
• Mobile touches all aspect of retailing – closest to the customer
• Staff training – in-store, in contact centre
• Measurement – what’s “a customer”? Cookie(s)? IMEI?
Location? Card?
• “Screen to Screen” experience
• Mobile has ‘unlocked’ eCommerce

35. Mobile Retailing

36. Thank you
www.ianjindal.com
www.internetretailing.net
www.m-retailing.net
www.europeanecommerceforum.org
http://twitter.com/ianjindal