MOBILE SHOPPING in the

FUTURE of RETAIL

#ShopMobile Spring 2013

HUNTER THOMAS @whunterthomas

HELENA HOUNSEL

@helenalor

agenda

#ShopMobile

What is omnichannel? Three Key Areas:

•  Showrooming

•  Purchasing

•  Point-of-sale

Driving mobile engagement

2

popular mobile shopping apps

omnichannel retail

Omnichannel puts the consumer front and center, creating a consistent, seamless experience in each channel.

#ShopMobile

38% of retailers seek

profits via omni

80% become loyal through omni

42% expect similar

experience

#ShopMobile

mobile commerce growth

US Retail Mobile Commerce Sales, 2011 – 2017 billions and percent of retail e-commerce

via eMarketer, Q1 2013

4

social commerce

#ShopMobile

trust word-of-mouth more than any other form of advertising

92%

have purchased after sharing or liking on

Facebook, Pinterest or Twitter

43%

WANELO, the new social community for shopping.

5

quick quiz: phone use

#ShopMobile

32%

What percentage of people use their smartphone in the bathroom?

75% 51%

6

75% use their smartphone in the bathroom.

three key areas

#ShopMobile

purchasing point-of-sale showrooming

7

showrooming

#ShopMobile

43% apparel purchases

affected

50% admit to

showrooming

47% use smartphone

for product information

•  Showrooming: the practice of examining merchandise in-store, but then shopping online to purchase at a lower price.

•  Showrooming isn’t just for smartphone users; anyone can view a product in-store and then order online at home.

•  In 2012, showrooming cost brick-and-mortar retailers an estimated $217 billion in sales loss.

8

quick quiz: showrooming victims

#ShopMobile

In the US, who is the most showroomed retailer?

Pet Smart Best Buy Toys R Us

Bed Bath & Beyond Sears

9

Bed Bath & Beyond has the highest risk of showrooming; Best Buy is the 4th.

purchasing

#ShopMobile

of smartphone users use their device while shopping in-store

84%

of users start with a browser search; making the mobile site

an important focus area

82%

Macy’s in-store mobile

10

point-of-sale

#ShopMobile

of smartphone shoppers use their device for purchase

19%

transaction volume of payments made through

mobile wallets

$2 trillion

11

Mobile POS system used at Nordstrom

quick poll: mobile wallet

#ShopMobile

32%

How many of us have a mobile wallet or have paid using our smartphone?

50%

12

in-depth interviews

iPhone female

“fashionista”

1

iPhone female

“cool mom”

2

iPhone female “with it”

3 MILLENNIAL GEN X

BABY BOOMER

Everyone agreed: simplicity is key. Faster to load, easier to use.

#ShopMobile 13

mobile engagement

#ShopMobile

Mobile & Social Ads Visit Mobile App or Site

In-Store Experience

Omnichannel Customer

Consistency is key as the brand and consumer connect in each channel.

14

recommendations

#ShopMobile 15

provide Wi-Fi localize the

login promote sales

integrate POS customize

touch-points train associates

quick quiz: mobile devices

#ShopMobile

There will be more mobile devices than people

in the world by 2014?

TRUE or FALSE

16

By 2014, there will be more mobile devices than people in the world…that’s over 7 billion!

make it seamless

Retail is about the destination—the experience. Now, one brand can have many different destinations. But, the experience, should always be the same. Mobile is the fastest growing retail channel.

#ShopMobile

MOBILE SHOPPING in the

FUTURE of RETAIL