Engaging  In  Store  Experience  that  Generates  Shopping  Excitement  Steen  Andersson,  CMO,  5th  Finger  JJ  Hirschle,  Head  of  Retail,  Google  

George  Findling,  Enterprise  Architect,  Crate  &  Barrel  Johann  Huber-­‐GuFerrez,  Strategy  and  Product  Development,  Macy’s  and  Bloomingdales    

The AVA in-store iRobot with iPad head

Is This In-Store Mobile?

Is This In-Store Mobile?

Is This In-Store Mobile?

Is This In-Store Mobile?

Is This In-Store Mobile?

Is This In-Store Mobile?

The role of In-Store in… Apparel…

Consumers Are Already Using It

70% of smartphone owners have used their mobile while shopping in-store -Google Insights, May 2011

•  Price Comparisons •  Customer Reviews & Ratings •  Stock Checks •  Check-in •  Coupons •  Access Promotions

Price Comparisons Are Happening

Amazon, eBay, RedLaser and others are providing retail customers a mobile solution to research, compare and purchase while in-store.

49% of smartphone owners have used their mobile to compare prices. -Google Insights, May 2011

Shoppers Prefer Mobile When Seeking Further Product Information How 5th Finger retail client customers prefer to find product details while in-store. (app users)

Mobile Shoppers Love Promotions

80%

30%

Promotions

Special offers

Product info

Outfit/project ideas

Reviews

How to/informational videos

Percentage of survey respondents that indicated mobile app feature as a high priority

They Are Checking-Out Via Mobile

Demonstration of the Starbucks Card Mobile App on a smart phones at the Capital Gallery Starbucks in Washington, DC. / Garrett Hubbard/USAT (Paying with Starbucks card)

In-store ordering and check-out system via iPad at Specialty’s in San Francisco.

It’s About Convenience Target Makes Shopping Simpler

Tip Customers over the threshold to certainty of purchase.

Scan products in-store and view product specifications, features and read reviews.

It’s About Engagement Shopkick Uses Achievement to Motivate

A retailer agnostic approach that gamifies the shopping experience with offers and deals provided by brands.

The clever sub-audible in-store location tool provides the best 'heads up display' potential in the market today as someone walks around the store.

Korea Is Innovating

Asia- Pacific is Ahead Percentage of mobile subscribers accessing mobile web at least monthly

Source: Forrester (June 2011)

47%

22%

43% 16%

12%*

8%

Mobile Will Be…

Your Mobile Associate Basket expansion

Your Wallet Convenience and speed drive purchase

2000   2007   2009   2010  1998   2011  

Business  begins  asking  for  store  associate  hand  held  devices.  

Develop  tablet  PC  app  for  Furniture  Sales  Associate.  Wireless,  real  ?me,  inking.  

Partner  with  Shopkick.  

Begin  focus  on  mCommerce.  

Launch  GiD  Registry  Kiosk  with  IR  hand  held  device  used  by    customer  for  GiD  Registry  crea?on.  

Launch  mobile  web  site.  

Pilot  in-­‐store  communicator\hand  held  device.  

Form  Mobile  Steering  CommiLee.  

eCommerce  group  to  execute  mobile  ini?a?ve.  

Develop  mobile  strategy.  

Hand  Held  and  Mobility  EvoluFon  

February   March   April   May  January  

This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

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June  

TIMELINES  PHOTOS  

2015  2010   2011   2012   2013   2014   2015  2010      2011   2012  

Example  text    

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Example  text    

This   is  an  example  text.  Go  ahead  and  replace   it  with   your   own   text.   It   is   meant   to   give   you   a  feeling  of  how  the  designs  looks  including  text.  

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January  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

March  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

May  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

July  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

September  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

November  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

February  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

April  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

June  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

August  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

October  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

December  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

TIMELINES  PHOTOS  

This  is  an  example  text.  Go  ahead  and  replace  it  with  your  own  text.  It  is  meant  to  give  you  a  feeling  of  how  the  designs  looks  including  text.  

This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

Example  text  

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Example  text   Example  text  

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TIMELINES  PHOTOS  3  STEPS  

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TIMELINES  PHOTOS  3  STEPS  

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Example  text   Example  text  

This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

TIMELINES  PHOTOS  3  STEPS  

Example  text  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

Example  text  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

Example  text  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

Example  text  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

Example  text  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

Example  text  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

Example  text  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

Example  text  This  is  an  example  text.  Go  ahead  an  replace  it  with  your  own  text.    

2012  2011  2010  2009  

Your  own  sub  headline  TIMELINES  PHOTOS  4  YEARS  (0R  1  YEAR  4X3  MONTHS)  

1   2   3   4   5   6   7   8   9   10   11   12  

2010   2011   2012   2013   2014   2015   2016   2017  

2010   2011   2012   2013  

2010   2011   2012  

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Timeline  

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2010   2011   2012   2013   2014   2015   2016   2017  

2010   2011   2012   2013  

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Timeline  

Mobile Search Trends and

Google Opportunity

over half of Americans will have a smart phone

By end of 2011

Google Confidential and Proprietary

30

Source: Nielsen March 2010, Morgan Stanley 2010

31 Google confidential

Mobile & tablets are changing shopping behavior

38% of shoppers abandon

buying something in the store based on

what they looked up on their phone

87% of shoppers felt

they could find a better deal elsewhere

Source: Google/OTX Holiday shopping survey, Comscore July 2011, State of economy

67% of consumers

researched online prior to purchase for at least a week

last Q4

70% of these holiday

mobile shoppers used their phones to

shop/research while in a store

59% of mobile users used their phones for

holiday shopping

last Q4

The way we shopped has fundamentally changed.

Proliferation of devices is

81% research for at least an hour before they buy

•  70% of people use their phone while shopping in

•  More than 50% of online adults (105M) have two or

If using 2011 Holiday narrative– delete this

32

77% Contacted a

business

61% Call 59% Visit

Source: OTX MediaCT Survey, Q4 2010, 5,013 US online respondents

Mobile Is Local & Drives Sales

1 in 3 Searches Have

Local Intent

70% use

smartphone in-store

Google Confidential and Proprietary

33

Source: Google User Behavior Study 2010

Mobile Is The Ultimate Shopping Companion

34

Source: Google/OTX Consumer Pulse Check, October 5, 2010. Base: Those who own a smartphone and have started or plan to shop this holiday season Q: In which of the following ways, if any, do you plan to use your smartphone to do your shopping this Holiday Season?

34% Search Inventory 38% Look

For Promotions

Mobile Sparks In-Store Activities

Mobile Shopping Queries Are Exploding

Source: Google Internal Data U.S.

iPhone  iPhone 3G

Android G1

Blackberry Storm

Palm Pre

iPhone 3GS

Android myTouch

Android Nexus One

Sprint Evo Droid X

Samsung Galaxy

Apple iPad

---EDGE--- ---3G--- ---4G--- 2007 2008 2009 2010

And 255% growth in store locator

searches during week of Black Friday!

15% Mobile

1. Be Discoverable & Drive In Store

36

Location Extensions Hyper

Local

37

2. Drive Calls and Action Site

Links

Google Retail

3. Leverage Your Offers

4. Bid By Distance

39

Google Retail

Sources: BCG, Business Insider, Citrix, Morgan Stanley, Nielsen, Read It Later

5. Cater to the Tablet User

40

Tablets Shipments Growing 4x in 2011

to 61M

Higher AOV

Tablet Conversion Rates Equal or Higher Then

PC’s

Looking  Back  &  Looking  Forward  

Johann  Huber-­‐  GuFerrez  Mobile  Strategy  and  Product  Development,  Macy’s  

A  Look  Back  

•  SMS  &  MMS  – 4  billion  can  use  SMS  worldwide  

– 3.2  billion  can  use  MMS  worldwide  – 2.1  billion  web  users  worldwide  – 280  million  Americans  can  use  MMS  

– Text  FLIGHT  to  21534  

•  Just  text  38513  or  tweet  "@AskMacys"  with  a  product  category,  web  ID  or  UPC  number,  and  we'll  text  or  tweet  you  back  details  on  top-­‐rated  items!  

Macy’s  By  Appointment  

•  Text  MBA  to  76274  to  setup  your  appointment  with  a  personal  shopper.  

Know  Your  Customer:  SMS  &  Social  

A  Look  Forward  •  Sensory  Technologies  

–  Visual  RecogniFon  –  Audio  –  Touch  

•  Register  Free  &  Rise  of  the  Mobile  Wallet  •  Geo  (In-­‐Store  &  Out  of  Store)  

–  Tower-­‐TriangulaFon  –  GPS  – Wi-­‐Fi  –  Audio  –  RFID  &  NFC  –  Geo-­‐Fencing  –  In-­‐Door  Mapping  &  NavigaFon  

•  GameficaFon  •  Cloud  Based  Apps  vs.  Client  Side  Apps  

•  Thin  Apps  

Macy’s  Spring  QR  

Mobile  Visual  

•  Download  Shalink  in  the  app  store  

•  Take  a  picture  and  email  to  jp@shalink.net  

Mobile  Visual  

•  Take  a  picture  and  email  to  jp@shalink.net  

BestBuy Target Macy’s

Merchant

Merchant Bank

BANK

Consumer

Wallet

1 3

4

2

Brands

confirm payment request

payment

initiate transaction

identify wallet

NFC, Barcode, Audio, and more to come,

5

7

confirmation confirm payment request

Payment Processor 6

send targeted offers

BANK

BANK

GameficaFon  

Customers are awarded “Points” based on their behavior in mobile games and apps.

Customers choose which products or coupons to redeem as their reward.

Reward browsing and redemption happens in app

Track all transactions online along with customer data you can customize

In-­‐Store  Sensory  Engagement  

53

BestBuy Target Macy’s

Merchant

Merchant Bank

BANK

Consumer  

Wallet

1 3

4

2

Brands

confirm payment request

payment

initiate transaction

identify wallet

NFC, Barcode, Audio, and more to come,

5

7

confirmation confirm payment request

Payment Processor 6

send targeted offers

BANK

BANK