Developing a Successful Mobile Commerce Strategy...Developing a Successful Mobile Commerce Strategy...
Transcript of Developing a Successful Mobile Commerce Strategy...Developing a Successful Mobile Commerce Strategy...
Developing a
Successful Mobile
Commerce Strategy
SPEAKERS:
Tim Ahlenius, E-commerce Strategic Manager, Americaneagle.com
Andrew Opdyke, Department Manager of Mobile Development, Americaneagle.com
SPEAKERS
© 2011 Americaneagle.com All Rights Reserved.
Tim AhleniusE-commerce Strategic
Manager
Andrew OpdykeDepartment Manager
of Mobile Development
• Why Now? Making Mobile a Priority
• Unique features that Mobile provides
• How to identify and understand your audience
• Best practices for strategizing mobile commerce
• CASE STUDY: Stuart Weitzman
• Understanding mobile tools
• How to get started
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AGENDA
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MAKE MOBILE A PRIORITY
Mobile Commerce is expected to grow significantly in the next few years.
A recent Forrester study indicates that 57% of retailers have already
implemented a mobile commerce strategy or have plans to do so.
More consumers will access the Internet by mobile than by desktop or laptop computers by 2013.
-Morgan Stanley Research
• People want to find a specific piece of information immediately vs. browsing on a desktop when using their mobile device.
• This opens your organization to the new type of shopper
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MAKE MOBILE A PRIORITY
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UNIQUE FEATURES FOR MOBILE
• Location-based
– Use the mobile device’s GPS to
make it easy to find close
locations or get directions.
• Quick call
– Allows visitor to click on your
phone number and call
immediately from their mobile
devices
Mobile smartphones offer unique features that can be applied to a mobile commerce site:
© 2011 Americaneagle.com All Rights Reserved.
• Determine your approach using analytics
– Identify which devices are being used to access your site
– Do most people that log onto your site go on certain pages when using a
mobile device?
• Mobile commerce affects your SEO within mobile
search engines
– This provides another avenue for your company to be found
WHO IS YOUR AUDIENCE
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BEST PRACTICES:
Strategizing
Mobile Commerce
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• Learn about Doctor• Schedule an
appointment• Look up office
locations
MOBILE WEBSITE VS. MOBILE APP
MOBILE APPLICATION: A product that is downloaded
from a virtual store to a mobile device
• May be treated as a stand-alone product
• May have one purpose/theme
• Can choose to create a paid app, another source of revenue
• Apps have to be developed separately for different devices
– iPhone, iPad, Android, Blackberry
MOBILE WEBSITE: A website that is designed to be mobile-
friendly, brought up on a Web browser.
• An extension of your standard website
• Choose only the most important areas of your website to put on your mobile
website
• Only developed once to be viewed on different devices
Determine if you want to develop a
mobile commerce website or app.
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AGENDAOPTIMIZING A SITE FOR MOBILE
A mobile commerce site should load quickly and
make finding products or information easy.
• Determine what visitors are reviewing with analytics
• Simplify navigation
• Use only the most important/relevant content
• Limit use of imagery
• Avoid Flash
• Offer an option to view your standard/full site
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TOP AREAS FOR MOBILE COMMERCE
Navigation and Features to Include on a Mobile
Commerce Website:
• Click to touch functionality
• Location-based features– Utilize GPS on phones
– Store Locator
• News/Pressroom feed
• Events
• Product features
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PAYMENT PROCESSING
Simplify your checkout process.
• Member sign-on
• Wish lists
• One-page checkout
• Instant Calling
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CASE STUDY: STUART WEITZMANSUMMARY
• Stuart Weitzman is a high-end shoe designer.
GOALS
• Give customers the option to shop through
their mobile devices
• Increase online sales through an mobile-
friendly interface.
STRATEGY/RESULTS
• Revenues from mobile purchases has grown
over 500%
• The mobile site receives 9,000 visits per
month (on average)
• ROI achieved within 4 months of launching
the mobile commerce site
• Significant improvements made to optimize
the site for iPad users.
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UNDERSTANDING TOOLS
• How is a mobile site content populated?
• What do I need to consider with different operating
systems?
– Flash vs. HTML 5
– 1 App on different operating systems
– Screen Resolution
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GETTING STARTED
Strategy Technology Marketing• Analytics• Main purpose• Unique mobile features
• Mobile site vs. Mobile app• Operating systems
• QR Codes• Mobile-only Promotions• Social Media
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Q & A
THANK YOU.
877.932.6691
www.americaneagle.com/events
SPEAKERS:
Tim Ahlenius, E-commerce Strategic Manager, Americaneagle.com
Andrew Opdyke, Department Manager of Mobile Development, Americaneagle.com
Additional Resource:
www.americaneagle.com/eaglevision