maximise mobile ecommerce ahead of 2013 net media planet
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Maximise Mobile Ecommerce
ahead of 2013
Sri Sharma, Managing Director
A search and display specialist driving
a step change in performance
Clients
“50% of Olympic
queries were from
mobile devices”
Source: Locog
Consumers using mobile
Data usage
Searching
Purchasing
Up x3 year on year
Up 130% year on year
Up 53% year on year
Source: UK Mobile Network; IgnitionOne; Centre for Retail Research (UK)
Brands using mobile
Mobile site
Search
advertising
Display
advertising
< 50 %
Up 205% year on year
Up 95% year on year
Source: FirstPartner (UK); Retail Week (UK)
Search performance varies by device
Source: Marin
Average cost per conversion by device
100
165
Cost per
conversion
(indexed)
• Communicate more effectively
with mobile customers
• Measure and improve mobile
integration with in-store
• Make mobile search work
harder
Communicate more effectively
with mobile customers
Mobile customer map
Specific needs Device
Location Time
Customer
Improving mobile search
conversion rate
Sk:n mobile customer map
Specific needs Device
Location Time
Customer
• Immediacy
• Personal
advice
• On the move
• 40% of
searches for
local centres
• 82% of
searches
within call-
centre hours
• 85% on
smartphone
Approach
• Access to the website blocked from mobile paid
search
• Launch of a click to call campaign
• Messaging that emphasized local and free
advice/consultation
Results:
• Leads increased x26
• Conversion rate up x2.2
Measure and improve mobile
integration with in-store
Drive in-store footfall
Drive in-store footfall
Location
‘Blue Dot’
Driving measurable in-store
sales using Google Offers
Google Offers
Approach
• Use Google Offers to create measurability
• Radius targeting selected stores
• Offer customers a barcode, mobile QR code or
discount code
Make mobile search work
harder - 5 tips
Tip 1: SEO will prefer mobile sites in 2013
Mobile site
Tip 2: Manage your mobile budget
effectively this Christmas
27.5% of December’s mobile sales occurred between 25th and 30th December
Source: Net Media Planet (retail clients Q4 2011)
December 2011
Mobile
sales
Tip 3 : Express relevancy to improve
traffic and conversion rate
+ 20%
CTR
Tip 4: Drive brand awareness cost
effectively using mobile generics
Tip 5: Make email on mobile easy to
navigate this Christmas
73% increase in emails opened
on mobile devices in December
Source: Net Media Planet (retail clients Q4 2011)
In-store mobile online
Top 3 Takeaways
• Understand your different mobile customers
• Measure and improve mobile integration with
in-store
• Make mobile search work harder for you
A search and display specialist driving
a step change in performance
© Movanta 2012. All Rights Reserved 32
Smartphones for
Smart Loyalty
Ray Dogra
3rd October 2012
© Movanta 2012. All Rights Reserved 33
A truly amazing tool
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It’s not really a phone
Only 9% of time is
spent making calls
Time spent on a smartphone1
Source: 1. O2 UK “All About You” report July 2012. Total time = 128 min / day
19%
14%
12%
11%
9%
9% 8%
7%
7%
4%
Games
Music
Social Networking
Internet
Other
Reading
books
TV / video
SMS
Making calls
© Movanta 2012. All Rights Reserved 35
It’s the Greatest Marketing Tool (ever?)
Measure
Reach 92% UK Population
60% With a Smartphone
Frequency 150 times / day
90% Will read an SMS
within 1 hour
Targeted Two Way
Sources: Ofcom 2012; IAB / DMA Mobile Messaging Study Sept 2010
© Movanta 2012. All Rights Reserved 36
Who’s doing more with mobile: Consumers or Merchants?
© Movanta 2012. All Rights Reserved 37
Consumers: Use mobile
Sources: 1. Accenture 2010. 2. Google / IPSOS May 2012
Will find their own tools
85% of Smartphone users
look for local info2
79% of Smartphone users want
coupons on their phones1
ShopSavvy Amazon
© Movanta 2012. All Rights Reserved 38
Consumers: Respond to mobile
Sources: 1. O2 Presentation July 2012
Drives Footfall …
55% of customers who receive a
message say it increases
likelihood to visit the store1
… and Basket Sizes
79% of customers bought other products
in addition to the promotion1
© Movanta 2012. All Rights Reserved 39
Merchants: Planning for mobile
Source: 1. E-tailing Group 2011; 2. Retail Week June 2012; 3. Retail Week Database,
August 2012; Movanta analysis of retailers’ mobile app functions August 2012
78% of retailers are planning to invest in mobile1
>50% of UK retailers don’t have a
mobile compatible website2
52% of UK retailers don’t have
any form of mobile app1
© Movanta 2012. All Rights Reserved 40
A Mobile App or Mobile Brochure?
Source: 1. Retail Week Database, August 2012; 2. Movanta analysis of retailers’ mobile app functions August 2012
48% have a
mobile app2
35% have an app with at
least one mobile feature2
30% Store Finder
12% Barcode
Scanner
5% Alerts /
Messages
3% Loyalty Card
11% Other
25% Buy via App
Top 100 Retailers1
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Feels like the web 10 years ago
M = E-10
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A little less conversation …
“… a little more action”
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Putting it another way …
“Apps have become the new High Street”
Philip Clarke, Tesco Group CEO
Speaking at World Retail Congress, September 2012
© Movanta 2012. All Rights Reserved 44
Getting started – The Basics
The Basics Next Steps Deep Cuts Complete Set
1
2
3 Mobile App (feat. Mobile functions)
Mobile Optimised Website
SMS / MMS Supporting Above the Line
Name
Preview All
“90% of success is showing up”
© Movanta 2012. All Rights Reserved 45
Getting started – Next Steps
The Basics Next Steps Deep Cuts Complete Set
1
2 Features across the customer journey
Integrate with IT and Multichannel operations
Name
Preview All
Create an integrated experience
© Movanta 2012. All Rights Reserved 46
Moving on – Deep Cuts
The Basics Next Steps Deep Cuts Complete Set
1
2 Run multiple A-B tests on consumer behaviours
Trial emerging technologies / platforms
Name
Preview All
Trial & learn to improve
© Movanta 2012. All Rights Reserved 47
Idea #1 – Event Based Messaging
“Get ‘em in”
“Well done The Toon.
Celebrate with us …”
“It’s raining …”
“Sale Ends tomorrow”
© Movanta 2012. All Rights Reserved 48
Idea #2 – Smart Loyalty Card
Increase Engagement
Always Carried
Measure the Results
Drive Behaviour
“We’ve missed you”
“Forward to Five Friends”
“Like us on Facebook”
“Birthday Bonus”
© Movanta 2012. All Rights Reserved 49
Idea #3 – Follow Ups
“Get ‘em back” (with their friends)
Easy to be an advocate
Get Feedback
“People who bought … “
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Idea #3 – “People who bought …” Recommendation
Matching
Personalised
Offer
Purchase history
(online & offline)
Preferences
Friends’ input
…
We hope you love the
jacket you bought from
us last week.
We’ve got some new
scarves in that we think
will go great with it.
Come in and buy one in
the next 30 days and
receive 20% off
© Movanta 2012. All Rights Reserved 51
Putting it together
Get ‘em in
Engage Get ‘em back (with their friends)
Build Loyalty
Repeat Visits
Advocates
Share of Spend
© Movanta 2012. All Rights Reserved 52
About Movanta
Smarter Loyalty
Expertise in Mobile, Loyalty,
Payments, Analytics
Lassi Platform
© Movanta 2012. All Rights Reserved 53
Summary
Mobile Matters
Act Now
Mobile gets Loyalty.
Loyalty gets Results
© Movanta 2012. All Rights Reserved 54
www.movanta.com