[slides] make an app for that: strategies for winning retail mobile strategies, by chris silva
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Altimeter Group Webinar #appforthatMarch 2, 2012
Chris SilvaIndustry Analyst, Mobile
Make An App For That: Strategies For Winning Retail Mobile Strategies
© 2012 Altimeter Group
Smartphones And Tablets Are Where Users Turn When Shopping
© 2012 Altimeter Group
© 2012 Altimeter Group
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Over 2/3 of smartphone users took them to the store with them this past holiday.
They spent on average $71 per order when purchasing on their smartphones.
© 2012 Altimeter Group
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People can’t buy smartphones fast enough
iPhone 4s: 4M devices in its first weekend, bests Kinect as fastest
selling device ever!
© 2012 Altimeter Group
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Smartphone Ownership Continues Meteoric Rise
The new mobile customer is
overwhelmingly a smartphone customer.
© 2012 Altimeter Group
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Tablets are quickly following
Apple’s iPad sold at a rate of 14.8/hr on Black
Friday 2011. The pile – if stacked – would be measured in miles.
© 2012 Altimeter Group
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We’re Seeing These Shoppers Grow Rapidly
Source: Comscore, Q4 2011
Week Ending Dec. 25
Free Shipping Day (Dec. 16)
Green Monday (Dec. 12)
Cyber Monday (Nov. 28)
Thanksgiving Weekend (Nov. 26-27)
Black Friday (Nov. 25)
Thanksgiving Day (Nov. 24)
0 500 1000 1500 2000 2500 3000
U.S. Online Holiday Spend: 2011 vs. 2010
2011
2010
Millions ($)
2011 2010
35274
30591
Overall Holiday Spend (Nov.1-Dec. 26)
Mil
lio
ns
($)26% YOY increase
22% YOY increase
15% YOY increase
2011 saw gains on every major
shopping day over 2010.
© 2012 Altimeter Group
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If You Build It… They’re Already There
© 2012 Altimeter Group
More than 50% of adults are buying on
smartphones today, more than 2/3 have the device in-store, still many aren’t
being served.
© 2012 Altimeter Group
Why Many Are Lagging In The Race
© 2012 Altimeter Group
© 2012 Altimeter Group
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Not All Brands Are “Flying High”Altimeter Identified 3
Phases Of Mobile Maturity, Which One
Does Your StrategyFeel Most like?
© 2012 Altimeter Group
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The First Step Is Choosing The Right Path
Look complicated? It’s not but needs to be
undertaken carefully to get on the right path.
© 2012 Altimeter Group
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The Second, Choosing The Right App
ENGAGE
Engage strategies can provide product information, post-purchase support, or help to provide a presence for retailers
and brands with a fully online presence. The focus is on bringing
shoppers closer to the brand to drive interaction, not just spend.
© 2012 Altimeter Group
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Different Apps Serve Very Different Purposes
ENRICH
These strategies are focused on driving transactions and
measured in total purchases, purchase size or frequency, and purchase-per-store metrics. The
ROI model is simple — drive purchases and grow the
business.
© 2012 Altimeter Group© 2011 Altimeter Group
Image by Zoagli used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zoagli/49894253
What Winning Looks Like
© 2012 Altimeter Group
Engage: Sephora-To-Go app serves up the ultimate palate of engagement
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Sephora-To-Go designed to be the Go-To• “Try on” products virtually • Watch expert tutorials and product demos• View Sephora staff “obsessions” • Scan in-store barcodes and QR codes• Access >1m+ ratings and reviews• Fully integrated with Sephora Beauty Accounts• Locate the nearest Sephora via GPS• And more!
© 2012 Altimeter Group
Engage: Home Depot designs multi-channel QR code campaign to aid the considered purchase— online and off
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Home Depot’s campaign spans online and offline media, in-store signage, local
events, and more. Once activated, shoppers can access
how-to videos, product demos, relevant accessories, buying guides, project
guides, even make a purchase.
© 2012 Altimeter Group
Engage: GE’s Moodometer helps you find just the right bulb
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© 2012 Altimeter Group
Enrich: Overstock.com develops mobile app to promote, complete with scratch-off daily coupons
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© 2012 Altimeter Group
Enrich: Taco Bell joins forces with MTV to offer exclusive sneak-peak award show music and video content
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As a sponsor of MTV’s Video Music Awards, Taco Bell seized the opportunity to engage
customers directly with the product by promoting MTV’s; The campaign yielded nearly
a half million scans in a mere 4 weeks.
© 2012 Altimeter Group
Enrich: Redbox’s 10 Days of Deals mobile campaign drives mass awareness, engagement, sales
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Using multiple channels to drive awareness:
• 1.5 million texts in 10 days• 400,000 unique participators• 200,000 new Redbox
customers
© 2012 Altimeter Group
Enrich: Tesco customers scan and purchase goods in virtual subway supermarkets
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Customers scan QR codes to purchase products for same day delivery while in the subway. More than 10K consumers visited
using their smartphones. New members rose by 76% after the first implementation and online sales increased by 130%.
© 2012 Altimeter Group© 2011 Altimeter Group
Focus On Goals, Path Then App
© 2012 Altimeter Group
Next steps: Where Are You Now?23
Where are you today?
What is your endgame?
What should the app be?
© 2012 Altimeter Group
Next Steps: What Is The Business Seeking?24
Where are you today?
What is your endgame?
What should the app be?
© 2012 Altimeter Group
Next Steps: Building The Best Tool25
Where are you today?
What is your endgame?
What should the app be?
© 2012 Altimeter Group
Know thyself
• What is the status of mobile today, is this .5 of strategy or iteration 4.5? What have you learned, where are resources allocated?
Business goals
• Focus on end goal, enrich and engage can coexist, but should not necessarily do so from the start;
• What metrics matter, go beyond downloads to look at active users, cross channel pull through, segmented sales metrics.
App design
• Four models are most popular in mobile today among winners doing things differently, there will be more;
• Novelty of Experience is most important, solve actual – not perceived – user problems
Choosing strategy26
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THANK YOU
Chris Silva
Industry Analyst,
Mobilecsilva@altimetergroup.com
makemobilework.com
Twitter: 802dotchris
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Altimeter Group is a research-based advisory firm that
helps companies and industries leverage disruption to
their advantage.
Visit us at http://www.altimetergroup.com or contact
info@altimetergroup.com.
ABOUT US
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