6 ways to reach tablet shoppers to drive roi (webinar)
TRANSCRIPT
6 Ways to Reach Tablet Shoppers to Drive ROI
January 10, 2012
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Today’s Speakers
Melissa Campanelli Editor in Chief
Retail Online Integration
Moderator
Sucharita Mulpuru Vice President, Principal Analyst
Forrester
Nathan Richter Director, Strategic Services
Monetate
Mike Madaio Lead, User Experience
QVC
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© 2012 Forrester Research, Inc. Reproduction Prohibited 5 © 2009 Forrester Research, Inc. Reproduction Prohibited
6 Ways To Reach Tablet Shoppers To Drive ROI
Sucharita Mulpuru, Vice President and Principal Analyst
January 10, 2012
© 2012 Forrester Research, Inc. Reproduction Prohibited 6
Tablet commerce is like
unmolded clay; it hasn’t yet
been shaped
© 2012 Forrester Research, Inc. Reproduction Prohibited 7
Current state of tablet commerce
Opportunities for retailers
Agenda
© 2012 Forrester Research, Inc. Reproduction Prohibited 8
Tablets are growing rapidly
0
20
40
60
80
100
120
140
2008 2009 2010 (F)
2011 (F)
2012 (F)
2013 (F)
2014 (F)
2015 (F)
Five-year forecast of mobile devices
Smartphones
Tablets
eReaders
Mil
lio
ns o
f U
S c
on
su
mers
wit
h
each
devic
e
Source: Forrester Research US Forecast, 2010-2015; Forecast: US Mobile Phones By Technology, 2008 To 2013; Forrester
Research eReader Adoption Forecast, 2010 To 2015; May 27, 2009 “How Big Is The eReader Opportunity ?” Forrester report
100M
© 2012 Forrester Research, Inc. Reproduction Prohibited 9
Most tablet owners already own smartphones
© 2012 Forrester Research, Inc. Reproduction Prohibited 10
Tablets drive incremental web usage
49%
42%
9%
More
time
online
Same
time
Less
time
“With the addition of the iPad/tablet to
devices you already own, do you spend
more time, the same amount or less time
online?”
Base: 2,322 iPad/tablet owners 25%
36%
45%
42%
Seniors
Boomers
Gen X
Gen Y
“I use my iPad/tablet more than my computer when both
are available.” (percent agreeing)
“I bought my iPad/tablet to replace (or use
instead of) a computer, laptop or eReader”
(percent agreeing)
14%
21%
28%
30%
Seniors
Boomers
Gen X
Gen Y
iPad web incrementality iPad cannibalization of other devices
Base: 2, 096 tablet owners
Base: 2, 150 tablet owners
Source: Bizrate Insights Tablet Commerce Flash Survey 2011, in partnership with Forrester Research
© 2012 Forrester Research, Inc. Reproduction Prohibited 11
Tablets cannibalize desktops more than phones
© 2012 Forrester Research, Inc. Reproduction Prohibited 12 Source: Forrester/Bizrate Insights Tablet Commerce Flash Study Q2 2011
Tablets are driving incremental time online
as consumers multitask
© 2012 Forrester Research, Inc. Reproduction Prohibited 13
Among tablet owners, they prefer their tablet for web shopping
© 2012 Forrester Research, Inc. Reproduction Prohibited 14
Many consumers have downloaded various shopping apps
Have download
ed a shopping app, 56%
Have not download
ed a shopping app, 44%
4%
9%
15%
15%
17%
22%
33%
Gift reminder and tracking
Fashion trends or tech reviews
Bargain hunting/deal aggregators
Delivery tracking
Comparison shopping
Location finder
Retailer specific
Which of the following types of online shopping apps
have you downloaded onto your iPad/tablet?
Base: 1,338 tablet owners who have shopped
and/or bought on their tablet
Source: Bizrate Insights Tablet Commerce Flash Survey 2011, in partnership with Forrester Research
© 2012 Forrester Research, Inc. Reproduction Prohibited 15
Retailers have modest investments in their mobile efforts
© 2012 Forrester Research, Inc. Reproduction Prohibited 17
Tablet shopping is surprising given that…
© 2012 Forrester Research, Inc. Reproduction Prohibited 19
Current state of tablet commerce
Opportunities for retailers
Agenda
© 2012 Forrester Research, Inc. Reproduction Prohibited 20
Opportunities
Get the basics right
Think about apps; we’re in an app world now
Rich retail use cases have promise with apps
Third-party development is an option
Tablets are much more than web-surfing devices
You are your best advocate given the poor search in app stores
© 2012 Forrester Research, Inc. Reproduction Prohibited 22
Opportunities
Get the basics right
Think about apps; we’re in an app world now
Rich retail use cases have promise with apps
Third-party development is an option
Tablets are much more than web-surfing devices
You are your best advocate given the poor search in app stores
© 2012 Forrester Research, Inc. Reproduction Prohibited 24
…and are compelling for many reasons
1. Richer user interface
2. Ability to leverage features
like cameras or barcode
scanners
3. Ability to leverage an offline
experience without a need for
“a fat pipe”
4. Ability to experiment; test and
learn
5. Can reduce clicks for
frequently used apps
© 2012 Forrester Research, Inc. Reproduction Prohibited 25
Opportunities
Get the basics right
Think about apps; we’re in an app world now
Rich retail use cases have promise with apps
Third-party development is an option
Tablets are much more than web-surfing devices
You are your best advocate given the poor search in app stores
© 2012 Forrester Research, Inc. Reproduction Prohibited 26
Retail apps have promise if they are engaging…
© 2012 Forrester Research, Inc. Reproduction Prohibited 27
Tablets have capabilities that other digital experiences do not
Audio and drag and drop functionality are popular
functions used for gaming and educational apps
© 2012 Forrester Research, Inc. Reproduction Prohibited 29
This type of information can be very useful to consumers
© 2012 Forrester Research, Inc. Reproduction Prohibited 31
Opportunities
Get the basics right
Think about apps; we’re in an app world now
Rich retail use cases have promise with apps
Third-party development is an option
Tablets are much more than web-surfing devices
You are your best advocate given the poor search in app stores
© 2012 Forrester Research, Inc. Reproduction Prohibited 32
Working with outside partners, or even just enabling an API can be valuable
© 2012 Forrester Research, Inc. Reproduction Prohibited 34
FSIs and print marketing can take a new life with tablet apps too
© 2012 Forrester Research, Inc. Reproduction Prohibited 35
Opportunities
Get the basics right
Think about apps; we’re in an app world now
Rich retail use cases have promise with apps
Third-party development is an option
Tablets are much more than web-surfing devices
You are your best advocate given the poor search in app stores
© 2012 Forrester Research, Inc. Reproduction Prohibited 36
These devices have amazing features
Technology Opportunity (Examples)
Near Field Communications (NFC) Payments, ticketing, and security
3D Cameras Augmented reality, gesture control
Accelerometers (detects motion/tilt) Phone orientation as control, pedometer
Gyroscopes (3D motion) Motion sensing – gesture control,
navigation, image stabilization
Pressure sensor Weather, height in building
Magnetometers “Is Starbuck’s over there?”
Microbolometers Heat sensors, night vision
Chemical sensors Breathalyzer, food freshness, CO detect
© 2012 Forrester Research, Inc. Reproduction Prohibited 37
Retailers are thinking about the deployments of tablets in stores
© 2012 Forrester Research, Inc. Reproduction Prohibited 39
Tablets in fact promise tremendous sales force enablement tools
Sephora has tablets to enable store associates to create “virtual
makeovers”; The Wet Seal is using tablets as mobile POS
devices and to empower buyer/merchants in the field
© 2012 Forrester Research, Inc. Reproduction Prohibited 40
Benefit Cosmetics uses an in-store app as a kiosk and marketing tool
© 2012 Forrester Research, Inc. Reproduction Prohibited 41
This is a restaurant that can better upsell customers
© 2012 Forrester Research, Inc. Reproduction Prohibited 42
Opportunities
Get the basics right
Think about apps; we’re in an app world now
Rich retail use cases have promise with apps
Third-party development is an option
Tablets are much more than web-surfing devices
You are your best advocate given the poor search in app stores
© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
Sucharita Mulpuru
Twitter: @smulpuru
www.forrester.com
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