Mobile SuccessDamon Mannion, Venda COO

We now live in the age of new retailing, in a multichannel world…Their high street, their computer, their smartphone - all these offer different ways of shopping [for consumers] and all are converging.

Philip Clarke, Tesco Group CEO, 8 June 2011

Mobile Success (Figaro Digital) ● 13 Sep 2012 ● Classification: Public

Market

Philip Clarke, Tesco Group CEO. 8 June 2011

…overall Laura Ashley’s mobile checkout is among the best I have seen.

David Moth, Econsultancy Reporter, 5 July 2012

Mobile Success (Figaro Digital) ● 13 Sep 2012 ● Classification: Public

Laura Ashley Mobile – Design Decisions

www.lauraashley.com

Mobile Success (Figaro Digital) ● 13 Sep 2012 ● Classification: Public

Laura Ashley Mobile – Product Path

Category Page

Product List

Product Details

Product Details

Mobile Success (Figaro Digital) ● 13 Sep 2012 ● Classification: Public

Laura Ashley Mobile – Checkout Flow

Login Personal Details

(new user)

Delivery Details

Payment Details

Order Confirmation

Mobile Success (Figaro Digital) ● 13 Sep 2012 ● Classification: Public

Recommendations

• Design – simple, clear, minimal

• Functionality – same experience, focused (especially checkout)

• Usability – minimise typing

• Performance – small page size

• Technical – responsive design

• SEO – same URL for desktop and mobile

• Monitor – analyse and improve

Mobile Success (Figaro Digital) ● 13 Sep 2012 ● Classification: Public

Conversion Analysis

+2% Sales

Non-optimised Mobile Optimised Mobile

Mobile Success (Figaro Digital) ● 13 Sep 2012 ● Classification: Public

Mobile Shopping Behaviour

The Future

Mobile Success (Figaro Digital) ● 13 Sep 2012 ● Classification: Public

Payments in a Mobile World

Mobile Success (Figaro Digital) ● 13 Sep 2012 ● Classification: Public

Payments in a Mobile World

Mobile Success (Figaro Digital) ● 13 Sep 2012 ● Classification: Public

Mobile-first Generation

Philip Clarke, Tesco Group CEO. 8 June 2011

Summary

Mobile Success (Figaro Digital) ● 13 Sep 2012 ● Classification: Public

Summary

• You need a mobile-optimised site

• The importance of mobile will only grow

• In the future, the impact of mobile will revolutionise retail

Mobile Success (Figaro Digital) ● 13 Sep 2012 ● Classification: Public

Contact

Mobile Success (Figaro Digital) ● 13 Sep 2012 ● Classification: Public

Sources

http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#subscribers

http://blog.nielsen.com/nielsenwire/online_mobile/two-thirds-of-new-mobile-buyers-now-opting-for-smartphones/

http://blogs.forrester.com/martin_gill/12-07-12-forresters_first_european_mobile_commerce_forecast

http://bradfrostweb.com/blog/mobile/the-many-faces-of-mobile-first/

http://blog.nielsen.com/nielsenwire/online_mobile/generation-app-62-of-mobile-users-25-34-own-smartphones/

http://www.pcworld.com/article/257849/facebook_in_india_30_percent_of_users_are_mobileonly.html

http://econsultancy.com/uk/blog/10274-laura-ashley-s-slick-new-mobile-checkout-reviewed

http://www.gomez.com/resources/whitepapers/survey-report-what-users-want-from-mobile/

http://allthingsd.com/20120430/paying-with-squares-new-mobile-payments-app/

http://allthingsd.com/20120808/heres-how-mobile-payment-app-square-will-process-your-bucks-at-starbucks/

http://econsultancy.com/uk/blog/7712-multichannel-retail-survey

http://techcrunch.com/2012/09/09/the-mobile-payments-fustercluck

http://www.comscoredatamine.com/2012/02/smartphone-adoption-approaches-tipping-point-across-markets/

http://www.thinkwithgoogle.com/mobileplanet/en/

http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1375