Insights Gained: Remodista Leadership Session Retail & Mobility Distilled Q3 2012

(re – mo – dist – a) – proper n. pl.

Remodista is a savvy retailer’s forum for all things mobile, taking its name—and mission—from core principles of retail and mobility distilled into one community. Fresh content from industry thought leaders and peer reflection meet in a collaborative environment for retailers to learn, share and bring visionary strategies to market.

Remodista  =  Retail  and  Mobility  Distilled  

“We are rapidly getting to the point where the single most important medium that people have is

their wireless device. It’s with them every single moment of the day.

It’s genuinely the convergence box that everyone’s been talking about for so many years.”

Andrew Robertson Chief Executive of BBDO “More  people  

own  a  cellphone  than  own  a  toothbrush.”  

“There  are  more  mobile  subscrip9ons  than  people  who  have  access  to  safe  drinking  water.”  

“Mobile  as  ‘FIRST-­‐SCREEN’  for  all  web  usage  will  happen  between  2013  to  

2015.”  

Smartphones  are  domina9ng  

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Some9me  this  year,  more  than  126  million  U.S.  consumers  are  expected  to  own  a  Smartphones  

Both  in  U.S.  and  Interna9onally  

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Yet,  the  global  focus  depends  on  the  size  and  sophis9ca9on  of  the  retailer  itself.    Even  though  some  aren’t  yet  ready  to  scale,  by  u9lizing  digital  and  mobile  they  can  expand  to  a  global  footprint.  

  Global smartphone sales are up 63.1% from 2010

  488.5 million units sold in 2011

  In last 3 years, apps downloaded 10.9 billion times

  In January 2012, 8.5% of global website hits came from a mobile device… Double the amount compared to same time last year.

>  40  million  tablets  in  use  in  U.S.  

And  tablets  are  making  a  huge  impact  

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Sources:  Forrester,  Morgan  Stanley  

“Tablet  design  and  experience  are  not  the  same  as  the  experience  for  the  phone.”  ~  Alexandra  Wilkis  Wilson,  Co  founder  and  CMO  of  Gilt  Groupe  at  the  Remodista  Leadership  Session  –  Chicago,  April  18,  2012  

•  less  than  2  years  aWer  launch  •  Smartphones  took  7  years    •  Television  took  16  years  

mCommerce  is  rapidly  evolving  

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Source:    Forrester  “Mobile  Commerce  Forecast:  2010  to  2016”  

With  a  Compound  Annual  Growth  Rate  (CAGR)  of  39%  for  mobile  commerce  over  next  four  years,  mobility  is  about  mee9ng  consumers  at  their  point  of  need.    

Consumers’  expecta9ons  are  based  on  their  experiences  with  mobile  leaders  

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»  Expecta9ons   for   mobile   are   being  

set  at   the  macro   level…  not   just  by  

individual  industries  

»  “The more we step into mobile, the more we realize that it is more about the mobility of the consumer, than the device.”

»  Kelly Stickel, President and Founder of Remodista

The  ubiquity  of  mobile  creates  connec9on  demands    

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  By  focusing  on  the  juncture  of  retailer  and  customer,  mobile  extends  the  brand  and  the  buying  journey  

  Social  shopping:    Women  want  to  stay  connected  so  they  can  find  the  best  deals  for  their  families.  

  Retailers  need  to  think  about  social  integra9on  through  connec9ng  the  dots  through  web  sites,  commerce,  and  social  

  The  only  way  to  bridge  the  gap  between  digital  and  real-­‐world  is  through  mobile  experiences  

Mobile  is  a  tool  for  engagement  and  ac9on…    

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  Even  though  some  retailers  may  view  mobile  as  a  “frenemy,”  it  truly  bridges  the  gap  between  online  and  in-­‐store.    

 Whether  QR  code,  mvs,  or  keyword,  ac9va9on  mobile  is  increasingly  leveraged  by  retailers  to  ac9vate  consumers  to  interact  with  the  brand…  in  store,  online,  at  home,  and  on-­‐the-­‐go.  

 Many  routes  to  ac9vate  consumers  using  mobile,  but  consistent  component  is  ensuring  content  meets  context.    

   Whether  exclusive  content,  products,  loyalty  programs,  coupons,  or  vo9ng,  op9mize  experience  for  mobile  and  plan  for  na9ve  capabili9es  to  the  device,  gps,  camera…  APIs  like  Instagram  and  Facebook  

…which  responds  to  the  flexible  nature  of  the  shopper    

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Although  the  mobile  landscape  has  seen  a  tremendous  evolu9on  in  the  past  

few  years  and  many  organiza9ons  are  beginning  to  mature  their  offerings,  

there  are  several  key  things  to  keep  in  mind  when  considering  your  mobile  efforts:  

  Evolving  the  business  defini9on  of  “customer”  to  know  your  mobile  

audience  

  Establishing  and  governing  a  consistent  brand  experience    

  Don’t  miniaturize…  Mobilize  

  Driving  enterprise  customer  intelligence  by  expanding  the  reach  of  customer  knowledge  capture  and  dissemina9on  through  mobility  

  Implemen9ng  capabili9es  to  measure  and  track  progress  toward  

improving  customer  sa9sfac9on,  sales,  and  profitability  

Game-­‐changing  business  drivers  that  blur  the  physical  and  the  digital  are  inspiring  enterprises  around  the  globe:    

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  Fast  return  on  investment  (ROI)  

  Increased  employee  produc9vity  

  Direct  interac9on  with  the  customer  

  Ability  to  airact  the  best  talent  

  Speed  of  decision  

You  might  see  mobile  as  another  channel,  but…    

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Compe

99ve  Advantage  

This  is  a  Direc9on,    not  des9na9on  

LEADER  “FAST”  FOLLOWER  GAP  WILL  CONTINUE  TO  INCREASE  

CATCH  UP  

This  line  will  keep  moving…quickly  

STAY  THE  COURSE  

This  path  is  harder  than  you  think  it  is.  

Time  Leadership  in  the  mobile  space  relies  on  commitment  to  a  path  forward    

Every  device  is  different      

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     Design  and  build  programs  accordingly.    Know  when,  where,  and  how  your  consumer  uses  each  device.  

  Smartphone  is  lean-­‐forward,  quick  snack,  scan-­‐and-­‐scram    Tablets  are  lean-­‐back,  highly  involved,  entertainment  and  

content-­‐oriented  

 Provide  content,  services,  and  design  that  taps  into  natural  behaviors  exclusive  to  each  device.      

  Shopping  lists   Wish  lists    Coupons    In-­‐store  product  loca9on    In-­‐store  inventory  guidance   On  phone  purchasing  

Competitive advantage

dynamic reduce cost

impact productivity

collaboration sales force multiplier intelligence

proprietary

customer

just-in-time

brand

We  see  mobility  having  unimaginable  impact  across  the  enterprise  

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brand interaction at moments of decision

in the context of daily workflow

speed of decision

Partners   Employees   Management  Customers  

knowledge sharing & collaboration

…enabling an intelligent, connected, agile business

content process efficiency

revenue

Don’t  shrink…  re-­‐think  

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  30%  of  consumers  25-­‐44  consider  a  retailer’s  “mobile  competence”  a  cri9cal  element  of  the  shopping  experience.  

  47%  of  smartphone  users  have  used  their  device  to  view  product  reviews  while  shopping  in  brick-­‐and-­‐mortar  store.  

  53%  of  shopper  indicated  a  willingness  to  share  loca9on-­‐based  personal  info  in  exchange  for  value-­‐added  content  and  an  augmented  shopping  experience.  

  EXPERIMENT  and  keep  it  fresh:    Pop-­‐up  shops    Social  /  Mobile  campaigns  and  flash  sales    Augmented  reality  

  Consumers  will  experiment  with  you  and  like  being  surprised.  ext  level?  

You  have  to  examine  the  right  ques9ons  

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How does a mobile-enabled business act?

What is the role of mobility in my business? What is the set of mobility experiences people want from us?

What are the mobile capabilities we need to succeed? What are the benefits and how do we measure results?

What should we do first (i.e. IMMEDIATELY)?

What does mobility success look like when we get there? What is the business model that ensures long-term success?

Connect  to  Learn  More  

Kelly  SOckel  Founder  and  President  of  Remodista  www.remodista.com  kelly@remodista.com  312-­‐371-­‐9302  @ks9ckel  @bricksandmobile  @moximorés  @mobile4mommies