1. Owning the Decision Point: TheFuture of the In-store Mobile Experience Steen Andersson 5th Finger VP & Co-Founder

2. Is This In-Store Mobile? 3. Is This In-Store Mobile?The AVA in-store iRobot with iPad head 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 MobileIn-store mobile is:Leveraging the power of mobilesdeep consumer relationship toconnect with shoppers insidea 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 It70% of smartphone ownershave used their mobile whileshopping in-store-Google Insights, May 2011 Price Comparisons Customer Reviews & Ratings Stock Checks Check-in Coupons Access Promotions 12. Price Comparisons Are HappeningAmazon, eBay, RedLaserand others are providingretail customers a mobilesolution to research,compare and purchase whilein-store. 49% of smartphone owners have used their mobile to compare prices. -Google Insights, May 2011 13. Shoppers Prefer Mobile When SeekingFurther Product InformationHow 5th Finger retail client customers prefer to find product details while in-store. (app users) 14. Mobile Shoppers Love PromotionsPercentage ofsurvey respondentsthat indicatedmobile app featureas a high priority 15. They Are Checking-Out Via MobileIn-store ordering and check-out system via Demonstration of the Starbucks Card Mobile AppiPad at Specialtys in San Francisco.on a smart phones at the Capital Gallery Starbucks in Washington, DC. / Garrett Hubbard/USAT (Paying with Starbucks card) 16. Its About ConvenienceTarget 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. Its About EngagementShopkick Uses Achievement to MotivateA retailer agnosticapproach that gamifiesthe shopping experiencewith offers and dealsprovided by brands.The clever sub-audible in-store location tool providesthe best heads up displaypotential in the markettoday as someone walksaround the store. 100 million check-ins in the first six months 18. Korea Is Innovating 19. Asia- Pacific is AheadPercentage of mobile subscribers accessing mobile web at least monthly 47%16% 43%8%22% 12%* Source: Forrester (June 2011) 20. Mobile Will BeYour WalletYour Mobile AssociateConvenience and speed drive purchase Basket expansion 21. Questions?Steen.andersson@5thfinger.com 22. Mobile StrategyPete Zophy, DVP of Ecommerce JoS. A. Bank 23. Our Path to MobileFound APartnerCustomersAsked For ItBuilt a Mobile App!Strategic Plan Goal = to build engagement, drive foot-traffic & provide an additional sales channel. 24. What we have doneJoS. A. Bank Mobile Site JoS. A. Bank AppAverage timespent in App: 54seconds60% of users usethe App 1-2times per month 25. Whats NextMobile Coupons In-store Scanning Product Reviews Product Details Act as an Associate 26. Tips/Lessons Learned Mobile is the bridge that How can we maximizeconnects the Online & this opportunityRetail Channels 27. Mobile Retail App DeploymentTim Katz, Sr. Operations Manager 28. We are explorers of style, creators of culture,and instigators of fun. 29. Objectives Support brand image Leverage current technology Efficiently leverage store network Easy to manage and update Cost effective Quick to marketThe iPad had to show true ROI and be a toolour associates would love to use. 30. Features Native App with configurablecontent management system E-Commerce Powered by existingMobile Web site Nightly updates for optimalperformance on store network Lookbooks, Photos, VideosThe backoffice allows us to communicate with ourassociates on a more frequent and personal level 31. Lookbooks allow us to showcase thelatest trends and upsell outfits. 32. If a style or color is not available an associatecan look it up and purchase online 33. QR codes continue the conversation in awhole new way 34. Results and Future Plans Positive Field Adoption and Response Proved Partner Capabilities ROI exceeding expectations Listen, learn and improve400 Store rollout by holiday and all stores by next year 35. Questions?