10 must have mobile app features for in-store engagement
Post on 17-Jul-2015
314 Views
Preview:
TRANSCRIPT
10 Must-Have Mobile App Features for In-Store Engagement
› Peter Sheldon, VP & Principal Analyst
April 7, 2015
Participate live on Twitter!
Use the hashtag #MobileMusts
@GPShopper
@Peter_Sheldon
PETER SHELDON
2
VP & Principal
Analyst
Peter serves eBusiness & Channel Strategy Professionals. His interests focus on mobile and tablet commerce trends, digital in-store experiences, multichannel retail, social commerce, and digital media.
@peter_sheldon
© GPSHOPPER 2015 ALL RIGHTS RESERVED
MAYA MIKHAILOVCoFounder & EVP,
Client Strategy
Maya is a Co-Founder of GPShopper, a leading mobile platform solution for retailers & brands. Maya has served as a professor at New York University specializing in mobile marketing and strategy.
@gpshopper
Beyond the Essentials, What are the
Must-Have App Features that Consumers
Demand for In-Store Engagement ?
© 2015 Forrester Research, Inc. Reproduction Prohibited 5
The Walgreens mobile app automatically shifts to “Store Mode” when a user enters a store. This presents users with their shopping lists, clipped coupons, and Balance Rewards information.
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
The Home Depot
& Lunds and
Byerly’s also use
this feature. Their
apps adjust to
bring in-store
specific features
to the homepage
while they shop
in-store.
© 2015 Forrester Research, Inc. Reproduction Prohibited 7
Walmart “Store
Mode” promotes the
Weekly Ad, what’s
new in the store,
Rollbacks, and a
Scanner.
© 2015 Forrester Research, Inc. Reproduction Prohibited 9
Source: North American Technographics Retail Online Benchmark Recontact Survey, 2014
Base: 140 US Online Adults 18+ (Online Weekly or More) Mobile Phone Users Who Have
Purchased A Product On Their Mobile Phone In Physical Store
Which of the following payment methods did you
use to pay for the purchase(s) you made with your
mobile phone in a physical store?
64%
37%
26%
24%
18%
11%
9%
7%
7%
6%
12%
PayPal
Bank or credit card mobile app
Google Wallet
Starbucks Mobile app
MasterPass by MasterCard
Merchant mobile app
Isis Mobile Wallet
LevelUp
Square Wallet
Tabbedout
Other
6% of consumers have used their
mobile to make an in-store purchase.
5% have used their mobile to access a
mobile wallet in-store.
© 2015 Forrester Research, Inc. Reproduction Prohibited 10
Starbucks allows customers to have a balance in the app that they can then use to pay.
© 2015 Forrester Research, Inc. Reproduction Prohibited 11
Apple EasyPay allows users to scan and purchase products on their own using their Apple ID.
© 2015 Forrester Research, Inc. Reproduction Prohibited 12
Neiman Marcus & Express integrate their store card programs to allow payment from directly within the app.
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
North American Consumer Technographics Retail Survey, 2014
4% of consumers have received push notifications that contain offers or
product information to their mobile device
while in a store.
42% are interested in receiving digital coupons or product information on their mobile phone based on their specific
location within a physical store.
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
Apple’s iBeacon informs the customer about in-store features and app capabilities.
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
4 .Offers
Coupons, circulars, and weekly ads
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
North American Consumer Technographics Retail Survey, 2014
20% of consumers have used their
mobile in-store to find or redeem a
coupons code.
10% have used their mobile to learn
about an in-store promotion or event.
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Rewards and offers are easily found on the homepage of the Sephora & Charlotte Russe mobile apps.
© 2015 Forrester Research, Inc. Reproduction Prohibited 19
Walgreens displays a shopper’s card information,
along with estimated savings and clipped coupons.
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
Target’s Cartwheel connects couponing with
social media.
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
5. Loyalty
Account status, reward balance, and redemption
© 2015 Forrester Research, Inc. Reproduction Prohibited 22
North American Consumer Technographics Retail Survey, 2014
10% of consumers have
used their mobile in-store to access their
loyalty rewards account.
© 2015 Forrester Research, Inc. Reproduction Prohibited 23
Starbucks customers earn “levels” of loyalty.
© 2015 Forrester Research, Inc. Reproduction Prohibited 24
Sephora, RiteAid & Bebe all provide unique loyalty benefits to their app users.
© 2015 Forrester Research, Inc. Reproduction Prohibited 25
6. Barcode Scan
Product details & inventory lookup
© 2015 Forrester Research, Inc. Reproduction Prohibited 26
North American Consumer Technographics Retail Survey, 2014
19% of consumers
have used their mobile in-store to
lookup product information. 10% have used
their mobile to scan barcodes to get
additional information.
© 2015 Forrester Research, Inc. Reproduction Prohibited 27
H&M’s scanner is quick, accurate, and saves the user’s “Scan History.”
© 2015 Forrester Research, Inc. Reproduction Prohibited 28
The CVS App allows users to Scan a Product in the store and Scan a Prescription to refill from the homepage.
© 2015 Forrester Research, Inc. Reproduction Prohibited 29
Home Depot: after scanning an item, the customer can elect to pick it up at another store.
© 2015 Forrester Research, Inc. Reproduction Prohibited 30
Bloomingdales’ scanner is quick, but inventory accuracy is key to driving engagement when the shelf is empty.
© 2015 Forrester Research, Inc. Reproduction Prohibited 31
7. Associate Clienteling
Device to device communication, assist me, and checkout
© 2015 Forrester Research, Inc. Reproduction Prohibited 32
Associate adoption of mobile devices is mission-critical to driving customer engagement.
› Become obsessed with helping
associates accomplish their goals.
› Empower the associate with the
technology to be the conduit
between enterprise data and the
customer.
› Prepare associates to interact with
digitally empowered customers.
Source: November 4, 2013, “A New Generation Of Clienteling” Forrester report
© 2015 Forrester Research, Inc. Reproduction Prohibited 33
Neiman Marcus lists sales associates by location, alongside icons so consumers can call, text, email, or FaceTime with them from the app.
© 2015 Forrester Research, Inc. Reproduction Prohibited 34
8. Lists
Shopping lists, wish lists and registry
© 2015 Forrester Research, Inc. Reproduction Prohibited 35
North American Consumer Technographics Retail Survey, 2014
15% of consumers
have used their mobile in-store to
access their shopping list.
35% are
interested in using a digital shopping list tool on their
mobile phone while in-store.
© 2015 Forrester Research, Inc. Reproduction Prohibited 36
Target’s app lets
customers scan
products to add
them to their
shopping list.
© 2015 Forrester Research, Inc. Reproduction Prohibited 37
For kids:
For parents:
Target’s Wish List App gives parents 10% off products selected by their children.
© 2015 Forrester Research, Inc. Reproduction Prohibited 38
Bloomingdales allows users to manage an already existing registry, or create a new one and to search for a friends’ registry.
© 2015 Forrester Research, Inc. Reproduction Prohibited 39
Walmart
offers a
“smart
shopping
list” which
can show the
aisle location
and price of
items on
one’s list.
© 2015 Forrester Research, Inc. Reproduction Prohibited 40
Whole Foods’ App has 3,745 recipes that customers can browse, comment on, and add items to shopping list directly from the recipe page. Shoppers can also make numerous, custom-named lists.
© 2015 Forrester Research, Inc. Reproduction Prohibited 41
Lunds and Byerly’s recipes provide inspiration and
ingredients that can be easily added to the shoppers
list.
© 2015 Forrester Research, Inc. Reproduction Prohibited 43
North American Consumer Technographics Retail Survey, 2014
5% of consumers
have used their mobile to locate a product within a
store by using indoor maps.
37% are
interested in receiving indoor mapping on their
mobile phone in the store to help them
find products faster.
© 2015 Forrester Research, Inc. Reproduction Prohibited 44
Few retailers offer interactive “Wayfinding”, rather they provide static store maps.
IKEA Home Depot
© 2015 Forrester Research, Inc. Reproduction Prohibited 45
Target notes an item’s aisle location in the product page and on the shopping list. Shoppers can also view the location of that aisle on the store layout.
© 2015 Forrester Research, Inc. Reproduction Prohibited 46
When in Walgreens’ store mode, users can search for an item and find its location within a floor map.
© 2015 Forrester Research, Inc. Reproduction Prohibited 49
Home Depot’s App displays information about upcoming workshops for adults and children.
© 2015 Forrester Research, Inc. Reproduction Prohibited 50
Whole Foods filters events by location, and users can directly share the event information via e-mail, text, or social channels from the page. They can also add the information to their calendar.
© 2015 Forrester Research, Inc. Reproduction Prohibited 51
Shoe Carnival exposes “scratch & win” contests for surprise in-store savings.
Consumer devices activating in-store digital experiences – with
employee devices, signage, payments and more…
Truly an interconnected store
THE IN-STORE FUTURE: DEVICE-TO-DEVICE
COMMUNICATION
53© GPSHOPPER 2014 ALL RIGHTS RESERVED
GPSHOPPER ADVANTAGE+what distinguishes the GPShopper solution?
FASTER TIME TO MARKET
200+ native platform features pre-built & integration expertise
COMPLETE SOLUTION
Popular features such as Push Notifications & Beacons built into platform
MANAGEMENT & SCALE
Intuitive CMS & Full Reporting out of the box with APIs to integrate with existing systems
RETAIL MOBILEEXPERTISE
Exclusive industry focus and the most retail apps in market
SECURE PLATFORM
PCI Compliant and independent monthly security audits
top related