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What do customers really want in their mobile experience?

Mobile commerce is disrupting the customer lifecycle through mobile apps. Apps allow price comparisons, mobile payments, self-checkout, shopping on the go, and bringing online experiences into the real world. This benefits consumers through convenience and savings, retailers through increased sales and loyalty, and advertisers through new targeted advertising opportunities. Mobile commerce is growing rapidly across categories like clothing, beauty, and household goods.

Business◦Technology◦
MOBILE COMMERCE What do customers really want in their mobile experience? #BBJMobile Nitzan Shaer Managing Partner High Start Group April 2012
Agenda 1 The dawn of mobile commerce 2 Disrupting every stage of the customer lifecycle 3 Strategies to navigate the new landscape 2
Mobile commerce is set to eclipse desktop 1 commerce as online & offline worlds merge 3
…and the revolution has already begun Website hits from mobile 90% of mobile web Over 300,000 apps have devices DOUBLED from searches result in action been developed resulting Jan. 2011 – Jan. 2012 (e.g. purchases, store in 10.9 billion downloads visits, etc) Mobile payments are expected PayPal says it did $4 billion in to reach $630 billion in value mobile volume in 2011, by 2014 = 5% of all e- projects $7 billion for 2012 commerce sales Starbucks has handled more 2/3 of smartphone users say Top 4 most used apps of 2011 than 42 million transactions via they will share personal info its mobile payments app since with marketers in order to its launch in the US in January reap the benefits of 2011 – 1 in 4 of all transactions personalized services 4
Mobile transactions are growing rapidly… Source: AlixPartners, Mobile Financial Services Tracking Study, April 2012 5
…and changing the way we shop Source: AlixPartners, Mobile Financial Services Tracking Study, April 2012 6
…across multiple commerce categories The darker growth areas clearly show that between 2010 and 2012 clothing and footwear, health and beauty products and household supplies have seen the biggest increase in mobile purchases. Source: AlixPartners, Mobile Financial Services Tracking Study, April 2012 7
Mobile is disrupting every step of the 2 customer lifecycle… one scenario at a time. Awareness Interest Social Customer Lifecycle Cross Action Sell Purchase 8
Mobile is disrupting every step of the 2 customer lifecycle… one scenario at a time. A In store price comparison & reviews Awareness Interest Social Customer Lifecycle Cross Action Sell Purchase 9
A Price comparison Amazon Price Check RedLaser Consumer Save money Retailer Customer acquisition and loyalty (for low cost provider) Buy.com Advertiser Rich data on shopping behaviors to serve more targeted ads 10
Mobile is disrupting every step of the 2 customer lifecycle… one scenario at a time. A In store price comparison & reviews Awareness Interest Social Customer B Mobile payment Lifecycle Cross Action Sell Purchase 11
B Mobile payment LevelUp Consumer  Rewards / offers  Convenience Retailer  Loyalty  Encourage specific behavior  Targeted marketing Square Barclaycard  Customer acquisition Advertiser Measure impact of ads and offers (click to buy) 12
Mobile is disrupting every step of the 2 customer lifecycle… one scenario at a time. A In store price comparison & reviews Awareness Interest Social Customer B Mobile payment Lifecycle Cross Action Sell Purchase C Self checkout 13
C Self checkout AisleBuyer (Intuit) Consumer  Save time  Save money Retailer  Save personnel  Up sell in store  Lower cost to serve Modiv Media Advertiser Up sell - Super targeted ads (based on in-store scan) at the point of decision-making (in store, before checkout) 14
Mobile is disrupting every step of the 2 customer lifecycle… one scenario at a time. D Shop on the A In store price go comparison & reviews Awareness Interest Social Customer B Mobile payment Lifecycle Cross Action Sell Purchase C Self checkout 15
D Shop on the go Groupon Staples Consumer  Convenience  Impulse buying Retailer  Capture impulse buying  Engender loyalty through personalization Target Advertiser New advertising opportunity (Click to buy in real world) and turns the merchant into an advertiser in their own stores 16
Mobile is disrupting every step of the 2 customer lifecycle… one scenario at a time. D Shop on the A In store price go comparison & reviews Awareness Interest Social Customer B Mobile payment Lifecycle Cross Action Sell E Online Purchase C Self checkout experience in the real world 17
E Online experience in real world Google Goggles Consumer  Product info & ratings  Drives engagement Retailer  Customer satisfaction  Creates new purchase “moments” Shazam Entertainment Star Walker Advertiser  Product reviews and shopping assistance in real world purchases  Word-of-mouth and community-based “noise” 18
Mobile is disrupting every step of the 2 customer lifecycle… one scenario at a time. D Shop on the A In store price go comparison & reviews Awareness Interest Social Customer B Mobile payment F Real world experience Lifecycle Cross Action online Sell E Online Purchase C Self checkout experience in the real world 19
F Real world experience online JP Morgan Check Deposit Consumer Integration of customer experiences across all channels and new experiences Retailer New “data” on customers behaviors to inform product strategies Nike+ FuelBand Hulu Plus and marketing activities Advertiser  Creates brand engagement  Benefits from customer “self- segmentation” based on media consumption 20
Mobile is disrupting every step of the 2 customer lifecycle… one scenario at a time. D Shop on the A In store price go comparison & reviews Awareness G Enhanced Interest social Social Customer B Mobile payment F Real world experience Lifecycle Cross Action online Sell E Online Purchase C Self checkout experience in the real world 21
G Enhanced Social Consumer Unbiased feedback and reviews from customers and peers Retailer  Direct engagement from loyalists and dissenters  New marketing channels Advertiser  Rich data to better target ads and promotions  Access to large groups (creating the „viral storm‟) 22
Businesses need to rapidly adapt 3 …to changing consumer expectations MOBILE COMMERCE 23
Retailers Threat Opportunity Price pressures Enhance in-store and out-of-store experience Retailer Specific Goal: Provide the best in-store and out-of-store experience Strategy to drive loyalty, through personalization, reviews, rewards, up sell, recommendations and navigation Examples: Starbucks, Target, Staples 24
Retail aggregators Threat Opportunity Local stores provide Capture sales from superior experience brick and mortar Consolidated Shopping Goal: Drive users to a single destination for all retail Strategy shopping needs by providing best price, speedy delivery, trust, rewards and service Examples: Amazon, Google Shopper, Ebay (RedLaser) 25
Banks, card issuers and payment solutions Threat Opportunity Lose payment Provide revenue differentiated value Increase transaction share Ultimate Payment Solution Goal: Become the payment solution of choice for Strategy consumers and retailers through offers, customer incentive, retailer economics, user experience, fraud reduction Examples: GoogleWallet, Square, Paypal, LevelUp, Isis 26
Marketers Threat Opportunity Traditional methods Highly effective less effective targeting of ad dollars Personalized loyalty Goal: Track and drive customer behavior throughout online Strategy and offline path, in a highly personalized way Examples: AdMob, JumpTap, DataXu 27
Who Will Emerge as Leader of the Mobile Commerce Revolution?
Are you ready to seize the mobile opportunity? Nitzan Shaer nshaer@highstartgroup.com Follow us: Twitter: @highstartgroup Blog: blog.highstartgroup.com Web: www.highstartgroup.com 29