©2013 eMarketer Inc.
May 23, 2013
How Mobile Is Transforming the Path to Purchase
Presented by:Noah ElkinPrincipal Analyst
Sponsored by:
©2013 eMarketer Inc.
Agenda
eMarketer’s mcommerce outlook
Defining today’s mobile shopper
Meeting the challenge of the mobile-enabled path to purchase
Brands that are dealing effectively with the “showrooming” test
Twitter Hashtag – #eMwebinar
©2013 eMarketer Inc.
eMarketer’s Mcommerce Outlook
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Mobile is becoming a more prominent channel for retail transactions
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But mobile itself is no longer amonolithic category
Source: eMarketer 2013
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Consumers will continue to adopt smart devices at a rapid rate
Source: eMarketer, March 2013
2013 140.0M users 123.1M users
2014 159.9M users 143.2M users
2015 178.0M users 157.1M users
2016 193.7M users 168.1M users
2017 207.4M users 178.0M users
©2013 eMarketer Inc.
When it comes to shopping, smartphones and tablets are taking separate paths
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More smartphone owners shop but more tablet owners buy
101.8M shoppers
Smartphones
Tablets
75% of smartphone owners shop
52.3M buyers
39% of smartphone owners buy
94.2M shoppers
84% of tablet
owners shop
70.6M buyers
63% of tablet
owners buy
Source: eMarketer, April 2013
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Tablets tend to be associated with higher average purchase values …
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… but in a fast-evolving market, the data tends to be fluid
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Are tablets becoming the new PC?
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For certain activities, the
answer appears to be “yes”
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Consumer are starting to prefer tablets for some mobile activities like shopping
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Tablets will drive the rise in higher value “couch and pillow” commerce
Tablets will represent 72% of mcommerce sales by 2017
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Defining Today’s Mobile Shopper
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Today’s shopper is literally and geographically all over the map
Note: All data are for the US
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The customer is in charge of the customer journey
The smartphone-equipped, socially connected shopper is here to stay
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Showrooming will continue to gain momentum
Marketers stand a good chance
of keeping purchases
in-store: 46% of
“showroomers” buy where they
search (Pew, Jan. 2013)
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But not everything about showrooming is negative: Some aspects point to advanced shopping behaviors
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Shopping is about me: Satisfying my needs and enjoying a personalized experience
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It’s not always about the sale
Today’s consumers
expect marketers to engage them
with stories
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That is why content marketing has surged on marketers’ priority lists
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If content is king, context is queen in today’s mobile-enabled world
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The shopping cart isn’t always the endpoint
Think of it as a place to consolidate information, not necessarily the final step before a purchase
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Meeting the Challenge of the Mobile-Enabled Path to Purchase
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Remember that primetime is anytime when it comes to mobile
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Consider how mobile ads drive action
The display-search relationship works similarly in a mobile context
Note that smartphones and tablets have increasingly distinct usage patterns
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Also pay attention to location, channel and intent
A lot of mobile search activity is
designed to qualify future
purchases, not to satisfy immediate
needs
Twitter Hashtag – #eMwebinar
©2013 eMarketer Inc.
Advertise locally for consumers who shop globally
Take advantage of the unique attributes of mobile, including:
Location targeting
Highly personalized ads
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Keep in mind that in-store shoppers tend to be more receptive to ads
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Brands That Are Dealing Effectively with the Showrooming Test
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Retailers are focusing more attention on showrooming as the behavior moves to the mainstream
Twitter Hashtag – #eMwebinar
©2013 eMarketer Inc.
Brands like Tesco that remove the barrier of place will win out in an omnichannel environment. Consumers expect to shop anytime, anywhere
through their interface of choice—you need to be there to serve them.
Take the store out of the store
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Showrooming is largely about price and convenience, but there’s more to an ongoing customer relationship than the best deal and fast delivery. Physical
stores like Walgreens trump online shopping by adding services that facilitate repeat purchases and loyalty.
Focus on value-added services
©2013 eMarketer Inc.
Smart brands like Apple combine the human desire to experience the product in a tangible way with superlative customer service and a purchase process
that negates the most common frustrations of the brick-and-mortar experience.
Emphasize merchandizing and the human element
©2013 eMarketer Inc.
Cultivate the branded in-store experience
People crave unique experiences, and brands like Williams-Sonoma that make the shopping process pleasurable and engaging will win out with many
consumers over the quick-and-easy allure of an online purchase.
©2013 eMarketer Inc.
Brands like Nordstrom see showrooming as a way to forge a better relationship with the customer. Supporting socially engaged, commerce-enabled,
responsive interactions across all device platforms will create a truly seamless shopping experience.
Embrace change and raise your digital IQ
Tablets exceed Smartphones: Global share of page views
Feb 2013
Source: Adobe Digital Index
Conversion rates by mobile device type
1.1%
Source: Adobe Digital Index
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Adobe®Marketing Cloud
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Mobile Apps
Mobile Tactics
QR Codes
SMS
Display and Search Ads
Adobe & Mobile Marketing
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Learn more about Adobe solutionsSales: 877.722.7088
Marketing Cloud: http://www.adobe.com/solutions/digital-marketing.html
Digital Index: http://www.adobe.com/solutions/digital-marketing/digital-index.html
©2012 eMarketer Inc.
Sponsored by:
You will receive an email tomorrow with a link to
view the deck and webinar recording.
Noah Elkin
Q&A SessionHow Mobile Is
Transforming the Path to Purchase
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