mobile commerce best practices
TRANSCRIPT
Mobile CommerceBest PracticesKen Burke
MarketLive, Inc.
Mobile Commerce Best Practices
Today’s Presentation
Mobile Landscape
Mobile Success Factors – Merchant Example
• Key Decision Points• Developing Mobile Customer Experience• Defining Success Criteria• Evaluating Mobile Solution Providers
Mobile Integration for Success
Trends in Mobile Commerce Customer Experience
Mobile Landscape
Mobile Commerce is Booming
• In Q1 2011, 13% of US online adults used their mobile phones to purchase a product.
• Mobile Commerce in the US will grow at an average of 39% per year over the next five years, reaching $31Billion by 2016.
• 57% of online retailers have already developed a Mobile Commerce strategy, and 48% already have a mobile-optimized Mobile Commerce site.
• 69% of eBusiness managers plan to increase their investment in mobile-optimized websites and mobile applications during 2011.
Market Overview: Mobile Commerce Solutions For Retail, August 2011, Forrester.
Today’s Consumer Experience
…is Highly Isolated & Highly Fragmented
Search
EngagementConversion ConversionResearch Retention Acquisition
Off-line/
Meeting Customer Expectations
…Requires seamless integration, supporting consumer goals across touch points.
Search
Mobile Success FactorsH2O Plus Case Study
H2O Plus: 31 Countries, 2,500 Points of Sale
Vancouver, Canada
Beijing, ChinaChicago, USA
Key Decision Points for H20 Plus
1. Mobile Website vs. Mobile Application
Both offer different benefits and serve different audiences. They should be considered complimentary, not mutually exclusive.
Mobile Websites:
• Cost less to reach a wider audience• Increase exposure across multiple mobile devices and OS.
Mobile Applications: Make the most of smartphone features but…
• Have increased barriers to entry: purchase, download.• Lack frequent use: Non-gaming/entertainment apps have
only a 5% success rate in repeat usage within 30 days.Market Overview: Mobile Commerce Solutions For Retail, August 2011, Forrester.
Key Decision Points for H20 Plus
2. Choosing the Right Technology & Service Approach
“How did your company build its mobile site?”
The State of Retailing Online 2011, a Shop.org study conducted by Forrester.
Key Decision Points for H20 Plus
3. Using an Integrated eCommerce Platform Solution
MarketLive Platform Advantages for H20 Plus Project:
• Turn-key solution integrated with existing infrastructure and web business solution.
• 2-3 week launch time.
• Worry-free IT with managed hosting and services.
• Single point of contact for all digital business.
• Leverage existing security and PCI compliant systems.
• Cost savings to launch on existing infrastructure.
Key Decision Points for H20 Plus
MarketLive Platform Advantages, continued:
Single administration interface to manage all commerce sites.
Leverage shared assets and content between digital properties.
Consistent consumer experience across platforms.
Established relationship and vendor understanding of H2O Plus brand, products, and business goals.
Market Overview: Mobile Commerce Solutions For Retail, August 2011, Forrester.
H2O Plus: Developing Mobile Experience
Merchants Must Help Consumers:
1. Buy a product.
2. Research a product.
3. Get customer service help.
4. Support their lifestyle.
5. Give social feedback.
1. Buy a Product
Focus navigation & features on key goals specific and relevant to your mobile customers: Loyal Buyers:
• Emphasis on “Customer Favorites” and simplified category hierarchies to showcase product collections.
• Emphasis on Store Locator in main navigation
1. Buy a Product
Directed Buyers: Mobile Site Search• Visual display hierarchy• Showing full breadth & depth• Entire product catalog available
through mobile site search regardless if featured on mobile site.
2. Researching a Product
First Time Buyers Elevate brand value
proposition
2. Researching a Product
First Time Buyers Elevate product discovery
tools
3. Getting Customer Service Help
Store Locator Contact 800 Number
4. Supporting Their Lifestyle
Access to Expert Advice
4. Supporting Their Lifestyle
Social Integration
Defining Success Criteria for H2O Plus
Industry Objectives
“What are your company’s top three priorities/objectives for mobile?”
Q2 2010 Global eBusiness And Channel Strategy Professional Online Survey, Forrester
Defining Success Criteria for H2O Plus
1. Engage the Consumer When and Where She is Spending Her Time (Increasingly on Mobile)
Mobile Traffic 8-10% of Online Visits Bounce Rate 45% Average Time on Site 3:53 Average Pages/Visit 5.2
2. Support All Sales Channels for Research and Brand Discovery
Top Mobile Page – Store Locator
3. Grow Mobile Commerce Revenue Conversion Rate for Mobile 1% (not counting iPad)
Evaluating Mobile Solution Providers
Questions you should ask any provider about their Mobile Solution
• How well does the platform support ratings and
reviews?
• How does the platform address mobile checkout challenges?
• How easy is content management? And how does it integrate with my current site?
• How often are platform enhancements made available?
Driving Mobile Awareness & Customer Engagement
Mobile Integration for Success
Driving Mobile Awareness
Promote mobile offerings across channels & media
Driving Mobile Awareness
Promote mobile offerings across channels & media
Driving Mobile Awareness
Promote mobile offerings across channels & media
Driving Mobile Awareness
Promote mobile offerings across channels & media
Driving Mobile Awareness
Email cross-media promotion: A|X Results
• Increased AOS
• 3x Conversion Increase
Driving Customer Engagement
A Great Marketing Plan Leverages Mobile
Driving Customer Engagement
14 Million Americans Used QR Codes in June 2011• QR codes provide a unique link between the physical world and a limitless supply of digital content.
• QR codes provide consumers with instant rewards/immediate gratification.
QR Code Examples
Immediate access to engaging content:• Product Details• Customer Reviews• Styling Ideas• Videos (How-to/Product Demos)
QR Code Examples
The more exclusive the content, the better
QR Code Examples
Supports Sweepstakes Entry
QR Code Examples
Drives to unique shopping experience • Microsite • Holiday Buying Guide• Exclusive Deal of the Day
QR Code Examples
Drives to useful shopping toolsStore Locator tied to print coupon
QR Code ExamplesSupports Social Initiatives• Drive community engagement• “Like” a Brand or specific
product
Trends in Mobile Commerce
Customer Experience
Trends in Mobile Commerce
Use of imagery to support product navigation and create more visual engagement
From these….
Product Discovery - Navigation
…to These
Icon navigation
Visual Representation
Trends in Mobile Commerce
Product Discovery - Navigation
Trends in Mobile Commerce
Product Discovery - NavigationSolutions-Oriented,Persona-Based Navigation
Product Discovery - Navigation
Trends in Mobile Commerce
Support of consistent product discovery features across touch points
Product Discovery – Feature Parity
Trends in Mobile Commerce
Consider using Squinch Merchandising to promote multiple campaigns
Campaign Promotion
Auto-scroll
User-Initiated Film Strip Merchandising
Trends in Mobile Commerce
Featured Products Elevation of product promotion on home page/gateway pages
Featured Products
Trends in Mobile Commerce
Featured Products
Elevation of product promotion on home page/gateway pages
Few are leveraging “Best Sellers or Top Rated”
Featured Products
Trends in Mobile Commerce
Advanced Imaging FeaturesAdvanced Imaging Features 52% of merchants now integrating advanced imaging
functionality
Trends in Mobile Commerce
Promoting Cross-sell & Up-sells Increases AOV
Promoting Cross-Sells and Up-Sells
Trends in Mobile Commerce
Completing the Purchase • Persistent Cart across Touch-points
Completing the Purchase
Q & AMobile Commerce Best Practices