This document discusses in-store mobile and its role in generating shopping excitement. It notes that 70% of smartphone owners use their mobile devices while shopping in-store for tasks like price comparisons, customer reviews, stock checks, and accessing coupons and promotions. Retailers are leveraging mobile to provide richer in-store experiences through features like in-store ordering and check-out on iPads. In-store mobile engagement tools from companies like Shopkick use achievements and deals to motivate customers during shopping. The document concludes that mobile will continue to enhance the in-store experience through functions like serving as customers' digital wallet and shopping assistant.

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Shopping&Excitement&
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Steen&Andersson,&CMO,&5th&Finger&
JJ&Hirschle,&Head&of&Retail,&Google&
George&Findling,&Enterprise&Architect,&Crate&&&Barrel&&

2. Is This In-Store Mobile?
The AVA in-store iRobot with iPad head

3. Is This In-Store Mobile?

4. Is This In-Store Mobile?

5. Is This In-Store Mobile?

6. Is This In-Store Mobile?

7. Is This In-Store Mobile?

8. In-Store Mobile
In-store mobile is:
Leveraging the power of
mobile’s deep consumer
relationship to connect with
shoppers inside a bricks and
mortar location.
At 5th Finger, we call this:
Bricks and Mobile

9. The role of In-Store in… Apparel…

10. In-Store Mobile Is Important

11. Consumers Are Already Using It
70% of smartphone owners
have used their mobile while
shopping in-store
-Google Insights, May 2011
• Price Comparisons
• Customer Reviews & Ratings
• Stock Checks
• Check-in
• Coupons
• Access Promotions

12. Price Comparisons Are Happening
Amazon, eBay, RedLaser
and others are providing
retail customers a mobile
solution to research,
compare and purchase while
in-store.
49% of smartphone owners
have used their mobile to
compare prices.
-Google Insights, May 2011

13. Shoppers Prefer Mobile When Seeking
Further Product Information
How 5th Finger retail client customers prefer to find product details while in-store. (app users)

14. Mobile Shoppers Love Promotions
80% Promotions
Special offers
Percentage of
survey respondents Product info
that indicated
mobile app feature Outfit/project ideas
as a high priority
Reviews
30% How to/informational videos

15. What makes a great in-store Experience?
Richness - In-store ordering and check-out Simplicity - Demonstration of the Starbucks Card
system via iPad at Specialty’s in San Mobile App on a smart phones at the Capital
Francisco. Gallery Starbucks in Washington, DC. / Garrett
Hubbard/USAT
(Paying with Starbucks card)

16. It’s About Convenience
Target Makes Shopping Simpler
Tip Customers over
the threshold to
certainty of purchase.
Scan products in-store
and view product
specifications, features
and read reviews.

17. It’s About Engagement
Shopkick Uses Achievement to Motivate
A retailer agnostic
approach that gamifies
the shopping experience
with offers and deals
provided by brands.
The clever sub-audible in-
store location tool provides
the best 'heads up display'
potential in the market
today as someone walks
around the store.

18. Mobile Will Be…
Your Wallet Your Mobile Associate
Convenience and speed drive purchase Basket expansion

19. Thank You
Steen.andersson@5thfinger.com