mobile commerce ecosystem: - online event
TRANSCRIPT
Mobile Commerce Ecosystem Making Sense of Todayrsquos Mobile Landscape
Bernardine Wu
CEO FitForCommerce
bull FitForCommerce is a consultancy founded to help online businesses lsquofigure out what they need and howwhere to find itrsquo
ndash Team of former multichannel retailers marketers technologists and service providers with hands-on expertise in eCommerce and mCommerce
bull eCommerce Diligencetrade is a philosophy and methodology based on diligent preparation and decision-making to ensure success
bull Recruiting for strategic and senior talent that aligns with omnichannel strategy
bull eCommerceKnowHowcom is the first eCommerce knowledge base ndash Best practices feature evaluations expert advice and info on 100s of features functions
and topics ndash 100s of provider and solution comparative info
bull FFC Benchmarking are structured detailed benchmark studies ndash Ecommerce mcommerce and cross-channel capabilities and processes across
competitive sets ndash helping clients know where they stack up and prioritize investments
Client Sampling
3
The Numbers
15 of global internet traffic was Mobile and continuing to rise in May 20131
13 Mobile is projected to be almost 13 of US ecommerce sales in 2013 up
from 9 in 2012 Thatrsquos an increase of 63 YOY reaching $342 billion 2
40 Mobile is soon to become the largest channel for some retailers Sales via
mobile devices now drive 40-45 of Gilt Groupes revenue and the channel is poised to take the majority of the retailers business 3
48 of time US consumers spent with online retail occurred on mobile devices in
March 2013 2
18 Retailers already have a mobile technology budget of over $250000 61
are over a million 2
76 of the IR Mobile 500 plan to increase spending this year 2
bull Source Mary Meekerrsquos Internet Report Comscore via 2014 Mobile IR 500 2014 Mobile IR 500
Sources 1 Internet Trends Report Mary Meeker and Liang Wu at KPCB May 20132 Internet Retailer Mobile 500 2014 Edition 3 Advertising Age ldquoMobile Nears Half of Revenue at Giltrdquo Sep 24 2013
And more numbers bull PRE-SHOPPING - 90 of smartphone shoppers use their phone for pre-shopping
ndash 57-58 find location directions andor hours
ndash 44 make price comparisons
ndash 44 find promo offers
ndash 43 browse
ndash 32 find where specific products are sold
ndash 31 find product info
ndash 31 find product inventory in-store
ndash 30 find product reviews
bull IN-STORE - 84 of smartphone shoppers use their devices to shop while in-store and almost 50 use their phone for 15+ min per store visit
ndash 53 use their smartphone to make price comparisons
ndash 39 find promo offers
bull SELF HELP is becoming the new norm
ndash 33 turn to their smartphone instead of asking store employees for information Source Google Mobile In-Store Research and Shopper Marketing Council ldquoHow In-Store Shoppers are using mobile devicesrdquo Apr 2013
The Behavior
Source Google
The Reality
Source Google survey ldquoThe New Multi-Screen World
OMNI-CHANNEL
Mobile is Good
Mobile is Big
Mobile is getting Bigger
Everybody doingshould be doing something Mobile
What How
4 Key Dynamics Consumers are driving the evolution of mobility and are changing the way both users and retailers digitally interact use informationcontent and transact on a day to day basis Shehe is mobile
Channel Convergence and interdependence has been driven by the evolution of mobility
Consumers still have one view of a brand regardless of channeldevice and have increased expectations of EVERY interaction with a brand
Brands and Retailers must think and enable customers to engage wherever and however they want ndash stores web mobile catalogs ndash consuming and contributing along the way
Mobile devices have enabled this new wave of innovation and now itrsquos imperative to plan for them For example SEOSEM for smartphones requires different tactical planning than tablets and web
3
1
4
2
MOBILITY
MOBILE Wersquore supporting
Gift Registry Then and Now
1990s 2010s
Early Mobility
Gift Registry Soon to Come Visual Search Users take a picture and add it to a digital registry list for multiple brands and in multiple retailers
Example on
Rakutenrsquos
Taiwan
ecommerce
site today
Source Ryan HuandZdnetcom ldquoRakuten Taiwan launches visual search for fashion e-commercerdquo Jul 3 2013rdquo
Mobile Landscape ndash Device Driven
SMART-
PHONE
TABLET
WEAR-
ABLES
WHATrsquoS
NEXT
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry
check amp
build a
n o
rder
mMarketing
bull Advertising bull SEOSEM bull Email bull Social Media bull SMS bull Loyalty
RewardsCoupons bull LocalizationGeotarg
eting bull CRM bull AnayticsTracking bull Tools QR Codes
NFC videoimagevoice recognition
mCommerce
mPlatformSolution bull Apps bull Mobile Web (transcoders
providers omni-channel solutions
bull CreativeDesign ndash Responsive design
In-StoreEnterprise App bull mPOSPayments (Square
Pulse) bull eWallets Security
(iBeaconPaypal) bull SecurityPrivacy bull Access to more prod info
reviews inventory competing amp complementary items
In
-Sto
re
PC vs Tablet vs Smartphone
Source Monetate Q1 2013
copy FitForCommerce
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
bull FitForCommerce is a consultancy founded to help online businesses lsquofigure out what they need and howwhere to find itrsquo
ndash Team of former multichannel retailers marketers technologists and service providers with hands-on expertise in eCommerce and mCommerce
bull eCommerce Diligencetrade is a philosophy and methodology based on diligent preparation and decision-making to ensure success
bull Recruiting for strategic and senior talent that aligns with omnichannel strategy
bull eCommerceKnowHowcom is the first eCommerce knowledge base ndash Best practices feature evaluations expert advice and info on 100s of features functions
and topics ndash 100s of provider and solution comparative info
bull FFC Benchmarking are structured detailed benchmark studies ndash Ecommerce mcommerce and cross-channel capabilities and processes across
competitive sets ndash helping clients know where they stack up and prioritize investments
Client Sampling
3
The Numbers
15 of global internet traffic was Mobile and continuing to rise in May 20131
13 Mobile is projected to be almost 13 of US ecommerce sales in 2013 up
from 9 in 2012 Thatrsquos an increase of 63 YOY reaching $342 billion 2
40 Mobile is soon to become the largest channel for some retailers Sales via
mobile devices now drive 40-45 of Gilt Groupes revenue and the channel is poised to take the majority of the retailers business 3
48 of time US consumers spent with online retail occurred on mobile devices in
March 2013 2
18 Retailers already have a mobile technology budget of over $250000 61
are over a million 2
76 of the IR Mobile 500 plan to increase spending this year 2
bull Source Mary Meekerrsquos Internet Report Comscore via 2014 Mobile IR 500 2014 Mobile IR 500
Sources 1 Internet Trends Report Mary Meeker and Liang Wu at KPCB May 20132 Internet Retailer Mobile 500 2014 Edition 3 Advertising Age ldquoMobile Nears Half of Revenue at Giltrdquo Sep 24 2013
And more numbers bull PRE-SHOPPING - 90 of smartphone shoppers use their phone for pre-shopping
ndash 57-58 find location directions andor hours
ndash 44 make price comparisons
ndash 44 find promo offers
ndash 43 browse
ndash 32 find where specific products are sold
ndash 31 find product info
ndash 31 find product inventory in-store
ndash 30 find product reviews
bull IN-STORE - 84 of smartphone shoppers use their devices to shop while in-store and almost 50 use their phone for 15+ min per store visit
ndash 53 use their smartphone to make price comparisons
ndash 39 find promo offers
bull SELF HELP is becoming the new norm
ndash 33 turn to their smartphone instead of asking store employees for information Source Google Mobile In-Store Research and Shopper Marketing Council ldquoHow In-Store Shoppers are using mobile devicesrdquo Apr 2013
The Behavior
Source Google
The Reality
Source Google survey ldquoThe New Multi-Screen World
OMNI-CHANNEL
Mobile is Good
Mobile is Big
Mobile is getting Bigger
Everybody doingshould be doing something Mobile
What How
4 Key Dynamics Consumers are driving the evolution of mobility and are changing the way both users and retailers digitally interact use informationcontent and transact on a day to day basis Shehe is mobile
Channel Convergence and interdependence has been driven by the evolution of mobility
Consumers still have one view of a brand regardless of channeldevice and have increased expectations of EVERY interaction with a brand
Brands and Retailers must think and enable customers to engage wherever and however they want ndash stores web mobile catalogs ndash consuming and contributing along the way
Mobile devices have enabled this new wave of innovation and now itrsquos imperative to plan for them For example SEOSEM for smartphones requires different tactical planning than tablets and web
3
1
4
2
MOBILITY
MOBILE Wersquore supporting
Gift Registry Then and Now
1990s 2010s
Early Mobility
Gift Registry Soon to Come Visual Search Users take a picture and add it to a digital registry list for multiple brands and in multiple retailers
Example on
Rakutenrsquos
Taiwan
ecommerce
site today
Source Ryan HuandZdnetcom ldquoRakuten Taiwan launches visual search for fashion e-commercerdquo Jul 3 2013rdquo
Mobile Landscape ndash Device Driven
SMART-
PHONE
TABLET
WEAR-
ABLES
WHATrsquoS
NEXT
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry
check amp
build a
n o
rder
mMarketing
bull Advertising bull SEOSEM bull Email bull Social Media bull SMS bull Loyalty
RewardsCoupons bull LocalizationGeotarg
eting bull CRM bull AnayticsTracking bull Tools QR Codes
NFC videoimagevoice recognition
mCommerce
mPlatformSolution bull Apps bull Mobile Web (transcoders
providers omni-channel solutions
bull CreativeDesign ndash Responsive design
In-StoreEnterprise App bull mPOSPayments (Square
Pulse) bull eWallets Security
(iBeaconPaypal) bull SecurityPrivacy bull Access to more prod info
reviews inventory competing amp complementary items
In
-Sto
re
PC vs Tablet vs Smartphone
Source Monetate Q1 2013
copy FitForCommerce
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Client Sampling
3
The Numbers
15 of global internet traffic was Mobile and continuing to rise in May 20131
13 Mobile is projected to be almost 13 of US ecommerce sales in 2013 up
from 9 in 2012 Thatrsquos an increase of 63 YOY reaching $342 billion 2
40 Mobile is soon to become the largest channel for some retailers Sales via
mobile devices now drive 40-45 of Gilt Groupes revenue and the channel is poised to take the majority of the retailers business 3
48 of time US consumers spent with online retail occurred on mobile devices in
March 2013 2
18 Retailers already have a mobile technology budget of over $250000 61
are over a million 2
76 of the IR Mobile 500 plan to increase spending this year 2
bull Source Mary Meekerrsquos Internet Report Comscore via 2014 Mobile IR 500 2014 Mobile IR 500
Sources 1 Internet Trends Report Mary Meeker and Liang Wu at KPCB May 20132 Internet Retailer Mobile 500 2014 Edition 3 Advertising Age ldquoMobile Nears Half of Revenue at Giltrdquo Sep 24 2013
And more numbers bull PRE-SHOPPING - 90 of smartphone shoppers use their phone for pre-shopping
ndash 57-58 find location directions andor hours
ndash 44 make price comparisons
ndash 44 find promo offers
ndash 43 browse
ndash 32 find where specific products are sold
ndash 31 find product info
ndash 31 find product inventory in-store
ndash 30 find product reviews
bull IN-STORE - 84 of smartphone shoppers use their devices to shop while in-store and almost 50 use their phone for 15+ min per store visit
ndash 53 use their smartphone to make price comparisons
ndash 39 find promo offers
bull SELF HELP is becoming the new norm
ndash 33 turn to their smartphone instead of asking store employees for information Source Google Mobile In-Store Research and Shopper Marketing Council ldquoHow In-Store Shoppers are using mobile devicesrdquo Apr 2013
The Behavior
Source Google
The Reality
Source Google survey ldquoThe New Multi-Screen World
OMNI-CHANNEL
Mobile is Good
Mobile is Big
Mobile is getting Bigger
Everybody doingshould be doing something Mobile
What How
4 Key Dynamics Consumers are driving the evolution of mobility and are changing the way both users and retailers digitally interact use informationcontent and transact on a day to day basis Shehe is mobile
Channel Convergence and interdependence has been driven by the evolution of mobility
Consumers still have one view of a brand regardless of channeldevice and have increased expectations of EVERY interaction with a brand
Brands and Retailers must think and enable customers to engage wherever and however they want ndash stores web mobile catalogs ndash consuming and contributing along the way
Mobile devices have enabled this new wave of innovation and now itrsquos imperative to plan for them For example SEOSEM for smartphones requires different tactical planning than tablets and web
3
1
4
2
MOBILITY
MOBILE Wersquore supporting
Gift Registry Then and Now
1990s 2010s
Early Mobility
Gift Registry Soon to Come Visual Search Users take a picture and add it to a digital registry list for multiple brands and in multiple retailers
Example on
Rakutenrsquos
Taiwan
ecommerce
site today
Source Ryan HuandZdnetcom ldquoRakuten Taiwan launches visual search for fashion e-commercerdquo Jul 3 2013rdquo
Mobile Landscape ndash Device Driven
SMART-
PHONE
TABLET
WEAR-
ABLES
WHATrsquoS
NEXT
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry
check amp
build a
n o
rder
mMarketing
bull Advertising bull SEOSEM bull Email bull Social Media bull SMS bull Loyalty
RewardsCoupons bull LocalizationGeotarg
eting bull CRM bull AnayticsTracking bull Tools QR Codes
NFC videoimagevoice recognition
mCommerce
mPlatformSolution bull Apps bull Mobile Web (transcoders
providers omni-channel solutions
bull CreativeDesign ndash Responsive design
In-StoreEnterprise App bull mPOSPayments (Square
Pulse) bull eWallets Security
(iBeaconPaypal) bull SecurityPrivacy bull Access to more prod info
reviews inventory competing amp complementary items
In
-Sto
re
PC vs Tablet vs Smartphone
Source Monetate Q1 2013
copy FitForCommerce
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
The Numbers
15 of global internet traffic was Mobile and continuing to rise in May 20131
13 Mobile is projected to be almost 13 of US ecommerce sales in 2013 up
from 9 in 2012 Thatrsquos an increase of 63 YOY reaching $342 billion 2
40 Mobile is soon to become the largest channel for some retailers Sales via
mobile devices now drive 40-45 of Gilt Groupes revenue and the channel is poised to take the majority of the retailers business 3
48 of time US consumers spent with online retail occurred on mobile devices in
March 2013 2
18 Retailers already have a mobile technology budget of over $250000 61
are over a million 2
76 of the IR Mobile 500 plan to increase spending this year 2
bull Source Mary Meekerrsquos Internet Report Comscore via 2014 Mobile IR 500 2014 Mobile IR 500
Sources 1 Internet Trends Report Mary Meeker and Liang Wu at KPCB May 20132 Internet Retailer Mobile 500 2014 Edition 3 Advertising Age ldquoMobile Nears Half of Revenue at Giltrdquo Sep 24 2013
And more numbers bull PRE-SHOPPING - 90 of smartphone shoppers use their phone for pre-shopping
ndash 57-58 find location directions andor hours
ndash 44 make price comparisons
ndash 44 find promo offers
ndash 43 browse
ndash 32 find where specific products are sold
ndash 31 find product info
ndash 31 find product inventory in-store
ndash 30 find product reviews
bull IN-STORE - 84 of smartphone shoppers use their devices to shop while in-store and almost 50 use their phone for 15+ min per store visit
ndash 53 use their smartphone to make price comparisons
ndash 39 find promo offers
bull SELF HELP is becoming the new norm
ndash 33 turn to their smartphone instead of asking store employees for information Source Google Mobile In-Store Research and Shopper Marketing Council ldquoHow In-Store Shoppers are using mobile devicesrdquo Apr 2013
The Behavior
Source Google
The Reality
Source Google survey ldquoThe New Multi-Screen World
OMNI-CHANNEL
Mobile is Good
Mobile is Big
Mobile is getting Bigger
Everybody doingshould be doing something Mobile
What How
4 Key Dynamics Consumers are driving the evolution of mobility and are changing the way both users and retailers digitally interact use informationcontent and transact on a day to day basis Shehe is mobile
Channel Convergence and interdependence has been driven by the evolution of mobility
Consumers still have one view of a brand regardless of channeldevice and have increased expectations of EVERY interaction with a brand
Brands and Retailers must think and enable customers to engage wherever and however they want ndash stores web mobile catalogs ndash consuming and contributing along the way
Mobile devices have enabled this new wave of innovation and now itrsquos imperative to plan for them For example SEOSEM for smartphones requires different tactical planning than tablets and web
3
1
4
2
MOBILITY
MOBILE Wersquore supporting
Gift Registry Then and Now
1990s 2010s
Early Mobility
Gift Registry Soon to Come Visual Search Users take a picture and add it to a digital registry list for multiple brands and in multiple retailers
Example on
Rakutenrsquos
Taiwan
ecommerce
site today
Source Ryan HuandZdnetcom ldquoRakuten Taiwan launches visual search for fashion e-commercerdquo Jul 3 2013rdquo
Mobile Landscape ndash Device Driven
SMART-
PHONE
TABLET
WEAR-
ABLES
WHATrsquoS
NEXT
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry
check amp
build a
n o
rder
mMarketing
bull Advertising bull SEOSEM bull Email bull Social Media bull SMS bull Loyalty
RewardsCoupons bull LocalizationGeotarg
eting bull CRM bull AnayticsTracking bull Tools QR Codes
NFC videoimagevoice recognition
mCommerce
mPlatformSolution bull Apps bull Mobile Web (transcoders
providers omni-channel solutions
bull CreativeDesign ndash Responsive design
In-StoreEnterprise App bull mPOSPayments (Square
Pulse) bull eWallets Security
(iBeaconPaypal) bull SecurityPrivacy bull Access to more prod info
reviews inventory competing amp complementary items
In
-Sto
re
PC vs Tablet vs Smartphone
Source Monetate Q1 2013
copy FitForCommerce
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
And more numbers bull PRE-SHOPPING - 90 of smartphone shoppers use their phone for pre-shopping
ndash 57-58 find location directions andor hours
ndash 44 make price comparisons
ndash 44 find promo offers
ndash 43 browse
ndash 32 find where specific products are sold
ndash 31 find product info
ndash 31 find product inventory in-store
ndash 30 find product reviews
bull IN-STORE - 84 of smartphone shoppers use their devices to shop while in-store and almost 50 use their phone for 15+ min per store visit
ndash 53 use their smartphone to make price comparisons
ndash 39 find promo offers
bull SELF HELP is becoming the new norm
ndash 33 turn to their smartphone instead of asking store employees for information Source Google Mobile In-Store Research and Shopper Marketing Council ldquoHow In-Store Shoppers are using mobile devicesrdquo Apr 2013
The Behavior
Source Google
The Reality
Source Google survey ldquoThe New Multi-Screen World
OMNI-CHANNEL
Mobile is Good
Mobile is Big
Mobile is getting Bigger
Everybody doingshould be doing something Mobile
What How
4 Key Dynamics Consumers are driving the evolution of mobility and are changing the way both users and retailers digitally interact use informationcontent and transact on a day to day basis Shehe is mobile
Channel Convergence and interdependence has been driven by the evolution of mobility
Consumers still have one view of a brand regardless of channeldevice and have increased expectations of EVERY interaction with a brand
Brands and Retailers must think and enable customers to engage wherever and however they want ndash stores web mobile catalogs ndash consuming and contributing along the way
Mobile devices have enabled this new wave of innovation and now itrsquos imperative to plan for them For example SEOSEM for smartphones requires different tactical planning than tablets and web
3
1
4
2
MOBILITY
MOBILE Wersquore supporting
Gift Registry Then and Now
1990s 2010s
Early Mobility
Gift Registry Soon to Come Visual Search Users take a picture and add it to a digital registry list for multiple brands and in multiple retailers
Example on
Rakutenrsquos
Taiwan
ecommerce
site today
Source Ryan HuandZdnetcom ldquoRakuten Taiwan launches visual search for fashion e-commercerdquo Jul 3 2013rdquo
Mobile Landscape ndash Device Driven
SMART-
PHONE
TABLET
WEAR-
ABLES
WHATrsquoS
NEXT
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry
check amp
build a
n o
rder
mMarketing
bull Advertising bull SEOSEM bull Email bull Social Media bull SMS bull Loyalty
RewardsCoupons bull LocalizationGeotarg
eting bull CRM bull AnayticsTracking bull Tools QR Codes
NFC videoimagevoice recognition
mCommerce
mPlatformSolution bull Apps bull Mobile Web (transcoders
providers omni-channel solutions
bull CreativeDesign ndash Responsive design
In-StoreEnterprise App bull mPOSPayments (Square
Pulse) bull eWallets Security
(iBeaconPaypal) bull SecurityPrivacy bull Access to more prod info
reviews inventory competing amp complementary items
In
-Sto
re
PC vs Tablet vs Smartphone
Source Monetate Q1 2013
copy FitForCommerce
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
The Behavior
Source Google
The Reality
Source Google survey ldquoThe New Multi-Screen World
OMNI-CHANNEL
Mobile is Good
Mobile is Big
Mobile is getting Bigger
Everybody doingshould be doing something Mobile
What How
4 Key Dynamics Consumers are driving the evolution of mobility and are changing the way both users and retailers digitally interact use informationcontent and transact on a day to day basis Shehe is mobile
Channel Convergence and interdependence has been driven by the evolution of mobility
Consumers still have one view of a brand regardless of channeldevice and have increased expectations of EVERY interaction with a brand
Brands and Retailers must think and enable customers to engage wherever and however they want ndash stores web mobile catalogs ndash consuming and contributing along the way
Mobile devices have enabled this new wave of innovation and now itrsquos imperative to plan for them For example SEOSEM for smartphones requires different tactical planning than tablets and web
3
1
4
2
MOBILITY
MOBILE Wersquore supporting
Gift Registry Then and Now
1990s 2010s
Early Mobility
Gift Registry Soon to Come Visual Search Users take a picture and add it to a digital registry list for multiple brands and in multiple retailers
Example on
Rakutenrsquos
Taiwan
ecommerce
site today
Source Ryan HuandZdnetcom ldquoRakuten Taiwan launches visual search for fashion e-commercerdquo Jul 3 2013rdquo
Mobile Landscape ndash Device Driven
SMART-
PHONE
TABLET
WEAR-
ABLES
WHATrsquoS
NEXT
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry
check amp
build a
n o
rder
mMarketing
bull Advertising bull SEOSEM bull Email bull Social Media bull SMS bull Loyalty
RewardsCoupons bull LocalizationGeotarg
eting bull CRM bull AnayticsTracking bull Tools QR Codes
NFC videoimagevoice recognition
mCommerce
mPlatformSolution bull Apps bull Mobile Web (transcoders
providers omni-channel solutions
bull CreativeDesign ndash Responsive design
In-StoreEnterprise App bull mPOSPayments (Square
Pulse) bull eWallets Security
(iBeaconPaypal) bull SecurityPrivacy bull Access to more prod info
reviews inventory competing amp complementary items
In
-Sto
re
PC vs Tablet vs Smartphone
Source Monetate Q1 2013
copy FitForCommerce
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
The Reality
Source Google survey ldquoThe New Multi-Screen World
OMNI-CHANNEL
Mobile is Good
Mobile is Big
Mobile is getting Bigger
Everybody doingshould be doing something Mobile
What How
4 Key Dynamics Consumers are driving the evolution of mobility and are changing the way both users and retailers digitally interact use informationcontent and transact on a day to day basis Shehe is mobile
Channel Convergence and interdependence has been driven by the evolution of mobility
Consumers still have one view of a brand regardless of channeldevice and have increased expectations of EVERY interaction with a brand
Brands and Retailers must think and enable customers to engage wherever and however they want ndash stores web mobile catalogs ndash consuming and contributing along the way
Mobile devices have enabled this new wave of innovation and now itrsquos imperative to plan for them For example SEOSEM for smartphones requires different tactical planning than tablets and web
3
1
4
2
MOBILITY
MOBILE Wersquore supporting
Gift Registry Then and Now
1990s 2010s
Early Mobility
Gift Registry Soon to Come Visual Search Users take a picture and add it to a digital registry list for multiple brands and in multiple retailers
Example on
Rakutenrsquos
Taiwan
ecommerce
site today
Source Ryan HuandZdnetcom ldquoRakuten Taiwan launches visual search for fashion e-commercerdquo Jul 3 2013rdquo
Mobile Landscape ndash Device Driven
SMART-
PHONE
TABLET
WEAR-
ABLES
WHATrsquoS
NEXT
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry
check amp
build a
n o
rder
mMarketing
bull Advertising bull SEOSEM bull Email bull Social Media bull SMS bull Loyalty
RewardsCoupons bull LocalizationGeotarg
eting bull CRM bull AnayticsTracking bull Tools QR Codes
NFC videoimagevoice recognition
mCommerce
mPlatformSolution bull Apps bull Mobile Web (transcoders
providers omni-channel solutions
bull CreativeDesign ndash Responsive design
In-StoreEnterprise App bull mPOSPayments (Square
Pulse) bull eWallets Security
(iBeaconPaypal) bull SecurityPrivacy bull Access to more prod info
reviews inventory competing amp complementary items
In
-Sto
re
PC vs Tablet vs Smartphone
Source Monetate Q1 2013
copy FitForCommerce
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile is Good
Mobile is Big
Mobile is getting Bigger
Everybody doingshould be doing something Mobile
What How
4 Key Dynamics Consumers are driving the evolution of mobility and are changing the way both users and retailers digitally interact use informationcontent and transact on a day to day basis Shehe is mobile
Channel Convergence and interdependence has been driven by the evolution of mobility
Consumers still have one view of a brand regardless of channeldevice and have increased expectations of EVERY interaction with a brand
Brands and Retailers must think and enable customers to engage wherever and however they want ndash stores web mobile catalogs ndash consuming and contributing along the way
Mobile devices have enabled this new wave of innovation and now itrsquos imperative to plan for them For example SEOSEM for smartphones requires different tactical planning than tablets and web
3
1
4
2
MOBILITY
MOBILE Wersquore supporting
Gift Registry Then and Now
1990s 2010s
Early Mobility
Gift Registry Soon to Come Visual Search Users take a picture and add it to a digital registry list for multiple brands and in multiple retailers
Example on
Rakutenrsquos
Taiwan
ecommerce
site today
Source Ryan HuandZdnetcom ldquoRakuten Taiwan launches visual search for fashion e-commercerdquo Jul 3 2013rdquo
Mobile Landscape ndash Device Driven
SMART-
PHONE
TABLET
WEAR-
ABLES
WHATrsquoS
NEXT
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry
check amp
build a
n o
rder
mMarketing
bull Advertising bull SEOSEM bull Email bull Social Media bull SMS bull Loyalty
RewardsCoupons bull LocalizationGeotarg
eting bull CRM bull AnayticsTracking bull Tools QR Codes
NFC videoimagevoice recognition
mCommerce
mPlatformSolution bull Apps bull Mobile Web (transcoders
providers omni-channel solutions
bull CreativeDesign ndash Responsive design
In-StoreEnterprise App bull mPOSPayments (Square
Pulse) bull eWallets Security
(iBeaconPaypal) bull SecurityPrivacy bull Access to more prod info
reviews inventory competing amp complementary items
In
-Sto
re
PC vs Tablet vs Smartphone
Source Monetate Q1 2013
copy FitForCommerce
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
4 Key Dynamics Consumers are driving the evolution of mobility and are changing the way both users and retailers digitally interact use informationcontent and transact on a day to day basis Shehe is mobile
Channel Convergence and interdependence has been driven by the evolution of mobility
Consumers still have one view of a brand regardless of channeldevice and have increased expectations of EVERY interaction with a brand
Brands and Retailers must think and enable customers to engage wherever and however they want ndash stores web mobile catalogs ndash consuming and contributing along the way
Mobile devices have enabled this new wave of innovation and now itrsquos imperative to plan for them For example SEOSEM for smartphones requires different tactical planning than tablets and web
3
1
4
2
MOBILITY
MOBILE Wersquore supporting
Gift Registry Then and Now
1990s 2010s
Early Mobility
Gift Registry Soon to Come Visual Search Users take a picture and add it to a digital registry list for multiple brands and in multiple retailers
Example on
Rakutenrsquos
Taiwan
ecommerce
site today
Source Ryan HuandZdnetcom ldquoRakuten Taiwan launches visual search for fashion e-commercerdquo Jul 3 2013rdquo
Mobile Landscape ndash Device Driven
SMART-
PHONE
TABLET
WEAR-
ABLES
WHATrsquoS
NEXT
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry
check amp
build a
n o
rder
mMarketing
bull Advertising bull SEOSEM bull Email bull Social Media bull SMS bull Loyalty
RewardsCoupons bull LocalizationGeotarg
eting bull CRM bull AnayticsTracking bull Tools QR Codes
NFC videoimagevoice recognition
mCommerce
mPlatformSolution bull Apps bull Mobile Web (transcoders
providers omni-channel solutions
bull CreativeDesign ndash Responsive design
In-StoreEnterprise App bull mPOSPayments (Square
Pulse) bull eWallets Security
(iBeaconPaypal) bull SecurityPrivacy bull Access to more prod info
reviews inventory competing amp complementary items
In
-Sto
re
PC vs Tablet vs Smartphone
Source Monetate Q1 2013
copy FitForCommerce
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
MOBILITY
MOBILE Wersquore supporting
Gift Registry Then and Now
1990s 2010s
Early Mobility
Gift Registry Soon to Come Visual Search Users take a picture and add it to a digital registry list for multiple brands and in multiple retailers
Example on
Rakutenrsquos
Taiwan
ecommerce
site today
Source Ryan HuandZdnetcom ldquoRakuten Taiwan launches visual search for fashion e-commercerdquo Jul 3 2013rdquo
Mobile Landscape ndash Device Driven
SMART-
PHONE
TABLET
WEAR-
ABLES
WHATrsquoS
NEXT
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry
check amp
build a
n o
rder
mMarketing
bull Advertising bull SEOSEM bull Email bull Social Media bull SMS bull Loyalty
RewardsCoupons bull LocalizationGeotarg
eting bull CRM bull AnayticsTracking bull Tools QR Codes
NFC videoimagevoice recognition
mCommerce
mPlatformSolution bull Apps bull Mobile Web (transcoders
providers omni-channel solutions
bull CreativeDesign ndash Responsive design
In-StoreEnterprise App bull mPOSPayments (Square
Pulse) bull eWallets Security
(iBeaconPaypal) bull SecurityPrivacy bull Access to more prod info
reviews inventory competing amp complementary items
In
-Sto
re
PC vs Tablet vs Smartphone
Source Monetate Q1 2013
copy FitForCommerce
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Gift Registry Then and Now
1990s 2010s
Early Mobility
Gift Registry Soon to Come Visual Search Users take a picture and add it to a digital registry list for multiple brands and in multiple retailers
Example on
Rakutenrsquos
Taiwan
ecommerce
site today
Source Ryan HuandZdnetcom ldquoRakuten Taiwan launches visual search for fashion e-commercerdquo Jul 3 2013rdquo
Mobile Landscape ndash Device Driven
SMART-
PHONE
TABLET
WEAR-
ABLES
WHATrsquoS
NEXT
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry
check amp
build a
n o
rder
mMarketing
bull Advertising bull SEOSEM bull Email bull Social Media bull SMS bull Loyalty
RewardsCoupons bull LocalizationGeotarg
eting bull CRM bull AnayticsTracking bull Tools QR Codes
NFC videoimagevoice recognition
mCommerce
mPlatformSolution bull Apps bull Mobile Web (transcoders
providers omni-channel solutions
bull CreativeDesign ndash Responsive design
In-StoreEnterprise App bull mPOSPayments (Square
Pulse) bull eWallets Security
(iBeaconPaypal) bull SecurityPrivacy bull Access to more prod info
reviews inventory competing amp complementary items
In
-Sto
re
PC vs Tablet vs Smartphone
Source Monetate Q1 2013
copy FitForCommerce
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Gift Registry Soon to Come Visual Search Users take a picture and add it to a digital registry list for multiple brands and in multiple retailers
Example on
Rakutenrsquos
Taiwan
ecommerce
site today
Source Ryan HuandZdnetcom ldquoRakuten Taiwan launches visual search for fashion e-commercerdquo Jul 3 2013rdquo
Mobile Landscape ndash Device Driven
SMART-
PHONE
TABLET
WEAR-
ABLES
WHATrsquoS
NEXT
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry
check amp
build a
n o
rder
mMarketing
bull Advertising bull SEOSEM bull Email bull Social Media bull SMS bull Loyalty
RewardsCoupons bull LocalizationGeotarg
eting bull CRM bull AnayticsTracking bull Tools QR Codes
NFC videoimagevoice recognition
mCommerce
mPlatformSolution bull Apps bull Mobile Web (transcoders
providers omni-channel solutions
bull CreativeDesign ndash Responsive design
In-StoreEnterprise App bull mPOSPayments (Square
Pulse) bull eWallets Security
(iBeaconPaypal) bull SecurityPrivacy bull Access to more prod info
reviews inventory competing amp complementary items
In
-Sto
re
PC vs Tablet vs Smartphone
Source Monetate Q1 2013
copy FitForCommerce
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile Landscape ndash Device Driven
SMART-
PHONE
TABLET
WEAR-
ABLES
WHATrsquoS
NEXT
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry
check amp
build a
n o
rder
mMarketing
bull Advertising bull SEOSEM bull Email bull Social Media bull SMS bull Loyalty
RewardsCoupons bull LocalizationGeotarg
eting bull CRM bull AnayticsTracking bull Tools QR Codes
NFC videoimagevoice recognition
mCommerce
mPlatformSolution bull Apps bull Mobile Web (transcoders
providers omni-channel solutions
bull CreativeDesign ndash Responsive design
In-StoreEnterprise App bull mPOSPayments (Square
Pulse) bull eWallets Security
(iBeaconPaypal) bull SecurityPrivacy bull Access to more prod info
reviews inventory competing amp complementary items
In
-Sto
re
PC vs Tablet vs Smartphone
Source Monetate Q1 2013
copy FitForCommerce
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
PC vs Tablet vs Smartphone
Source Monetate Q1 2013
copy FitForCommerce
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Different Uses for Different Devices
Smartphone
bull Quick interactions daily
bull Used wother channels
bull Browse + Research
bull Rate of releases
bull Utility
bull Getting larger
Tablet
bull Evenings and Weekends though at-work growing
bull Richer imagery
bull Browsing + buying
bull Responsive Design
In-Store
bull Browse or Task Based
bull Digital signage
bull Associates tools
bull Self-help
bull B2B
copy FitForCommerce
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Land of Nod CB2 Crate and Barrel
Smartphones ndash Mobile Web amp App
Mobile web
for sites
Apps for
special uses
like Gift
Registry
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Play Shop Watch TV
Smartphones ndash Mobile App
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Tablet ndash 3D Room Designer
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Tablet ndash Configurator
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Item Comparison Live chat with TV Visual navigation
Tablet ndash Deeper Engagement
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
In-Store by Associate
bull Display Maintenance
Inventory App for iPod
Touch
bull Cratebrowser Skinny
version of
crateandbarrelcom
for associates in-store
Crate and Barrel
Display
Maintenance
Inventory App
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
In-Store ndash Associate Enablers
22 of smartphone-owning consumers have been to stores where tablets are being used as a point-of-sale (POS) device with almost 6 in 10 believing that tablet-using retailers are more innovative than those only using cash registers
copy FitForCommerce
Source TabTimescom ldquoMobile shoppers want retailers to ditch cash registers for tabletsrdquo Mar 262012
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
In-Store Self-Service
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Showrooming Threat or Opportunity
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Can you fight Fire with Fire
bull Smartphones in retail should be treated as a good thing
bull Engage in-store consumers Promotions Games Loyalty
bull If you donrsquot do it someone else will (read Amazon)
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Is your smartphone the new camera bull Higher qualitymore pixels per
shot
bull Smartphones as all-in-one device
bull 3rd biggest use for them after making calls and texting is taking pictures
bull Smartphones preferred device for casual photo ops
bull Sites like Instagram will continue to drive the consumer shift to use smartphones for picture taking
bull Image recognition
Source BBCcom ldquoWill the smartphone replace the traditional camerardquo Sep 18 2013
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
And a Scanner bull TagQR code link to more info to buy to refill a prescription
bull TagQR code on marketing (ads catalogs direct mail) signage receipts and product packaging (boxes and hang tags)
eBay JampR
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobility amp the Sales team
bull GuidedAssisted Selling
bull POrsquos amp Mobile POS
bull SpecialCustom Orders
bull Planning amp Inventory
bull Managerrsquos Dashboards
bull Task amp Workforce Management
bull Item Locator
bull Training
Source motorolasolutionscom E1 Enterprise Tablet
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile Landscape ndash User Centric Consumer Driven Retailer Driven
Social (1many) Facebook Twitter Pinterest Instagram
Retailer amp Brand Sites
ContentMedia
mCommerce (B2C) mCommerce PlatformSolution mobile testingmobile security
In Store mPOS mPayments
mMarketing
Advertising SEOSEM Email SMS Loyalty amp Rewards amp Coupons
Localization amp Geotargeting CRM AnayticsTracking Tools QR Codes NRF videoimagevoice recognition
Personalization
UGC Instagram Photos Video Product Reviews Comparison Shopping
Product Info Upsell Info Complementary Items Rich Media
Wh
ole
sale
B
2B
Fie
ld t
able
ts
sm
art
phones
pro
duct
info
in
vento
ry c
heck
amp b
uild a
n o
rder
INTERACT
INFORM
TRANSACT
Email (11) Email Facebook
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
INTERACT
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
M-Email Mobile traffic sources by device
bull Retailers report more than 40 of email opens are on a mobile device
bull Email is the marketing vehicle driving the most mobile traffic for retailers
bull 87 of retailers state they already have or plan to optimize email for mobile devices
bull Even on mobile email is still the most effective way for retaining and reactivating customers
ShoporgForrester The State of Online Retailing 2013 Marketing and Merchandising
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
M-Email Example bull Email scales to fit any
mobile device Eliminating the need to scroll left and right due to a single column layout
bull A good balance of HTML text and images to reduce load and clearly communicate the message even with image blocking
bull Large call-to-action button for easy tapping
bull Product images are gifs allowing for product swatching within the email
bull ldquoToprdquo button allowing the User to scroll to the top with one touch
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile Deals
bull Flash Sales Group Sales etc
bull Couponing
bull Email or app
bull Mobile a natural
bull Deal space ever evolving
bull Easier to tie ademail to purchase and therefore ROI
bull Can connects online and offline (closing loop)
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
M-Email Providers bull PROGRAM MANAGEMENTTESTING How can I be sure my emails will
appear properly no matter what device or platform people view them on How do you manage new devices and OS updates
ndash Do you periodically audit templates
ndash Do you offer responsive email templates (responsive design)
bull DELIVERABILITY How do you maintain high deliverability
bull SOCIAL INTEGRATION How can social-media elements be built into my email marketing campaigns
bull ANALYTICSREPORTING What types of analytics will be available
bull OPTIMIZATIONTUNING What is your process for mobile email optimization
bull EXPERTISE Will you be able to provide best practice examples from other clients as well as recommendations for optimal campaign performance
bull COST What is the cost structure
Providers
bull EmailDirectcom
bull ExactTarget
bull PM Digital
bull Yesmail
bull Cheetahmail
bull Responsys
bull And many more
Source Entrepreneurcom 10 Questions to Ask When Choosing an Email Marketing Service Jul 19 2013
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
ldquoSoMordquo
25 of todayrsquos
consumers are checking
their social media
accounts while in
storehellip55 of them for
researching comparing
and verifying product
information
(Source Performics and ROI
Research)
Infographic Source Active8Socialcom ldquoThe Potential of Mobile Marketing Aug 22 2012
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
SoMo Examples
39 of Twitter users
who saw retail Tweets
made a purchase from a
retail website (Source Marketing Pilgrim)
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
SoMo ndash Facebook Tips bull 115B users globally 70 on mobile
bull 179M users in the US 80 on mobile
bull Newsfeed is the only placement on mobile amp desktop
bull Multiple ad formats photo link mobile app install (with images)
bull Build your apps on Facebook SDK (software development kit) for better trackability
bull All ads targetable to specific demos geos interests - but also devices and OS
bull No need for fans can target as many users as you want
bull Buy on CPC or CPM
bull Measure impact and optimize campaigns Source Facebookcom
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile Search and Advertising bull Two areas of largest investment growth among retailers are
mobile search marketing and advertising
bull Search SEOSEM
ndash Search increased to a participation rate of 56 among marketers up from 35 a year ago
bull Advertising
ndash 48 of respondents are investing in mobile advertising compared to 25 last year
bull In-app advertising grew to 33 from 22
bull location-based targeting grew to 31 from 22
bull and mobile video ads grew to 23 from 12
ndash Consumer trust in online advertising is increasing and respondents from Nielsen survey said 45 trust ads on mobile devices
Source Internet Retailercom ldquoMarketers are focusing more on mobile search and display adsrdquo Sep 5 2013 and Nielsen
Providers
bull Artisan
bull BlueHornet
bull Branding Brand
bull Bronto
bull ClickTale
bull Compare Metrics
bull Digby
bull Direct Agents
bull Elite Sem Inc
bull Epicor Retail
Solutions
bull ExactTarget
bull Experian
Marketing
Services
bull Google Inc
bull HiConversion
bull Infutor Data
Solutions
bull InsightsOne
bull iProspect
bull LiquidPixels Inc
bull Lithium
bull Mad Mobile
bull Moovweb
bull Netrada
bull NOMI
Technologies
bull Pluck
bull PM Digital
bull Pod1 Inc
bull Powa
Technologies
bull PriceGrabberco
m
bull RedEye Inc
bull RevTrax
bull Riversand
bull ROI Revolution
bull SAP Retail
bull SearchDex
bull SiteSpect Inc
bull Skava
bull Sociomantic Labs
bull Spotzot
bull Starmount
bull StrongView
bull TheFind
bull Translationscom
bull ValueClick Inc
bull Webtrends
bull Wpromote Inc
bull Zmags Corp
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile Advertising ndash Dunkin Donuts
bull Interactive Mobile Advertising Campaign
bull Dunking Donuts is running in-app mobile banner ads within the New York Times iPhone app
bull Banner ad read Whats Your Coffee IQ
bull When consumers click on the banner ad they are redirected to another page that features a question with four possible answers
bull Google Enhanced Campaigns ndash devicedaylocation adjustable
Source Mobile Marketer ldquoDunkinrsquo Donuts marries coffee and mobile via interactive ad campaignrdquo Jun 14 2011
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
SMS stats SMS is still a largely untapped marketing vehicle for most retailers however it has a high potential for return SMS is already a popular method of communication which brands should start exploring to engage users increase revenue and improve customer satisfaction
bull SMS produces engagement rates 6 to 8 times higher than email (Cellit) ndash 80 of consumers say they have not been marketed to via SMS by their favourite brands (Hipcricket)
ndash 96 of smartphone users use SMS (Acision)
ndash 98 of text messages are read compared to 22 of emails 29 of tweets and 12 of Facebook posts (Frost amp Sullivan 2010 Slick Text)
ndash 57 of consumers say they would be interested in opting into a brandrsquos SMS loyalty program (Hipcricket)
ndash 90 of mobile users who participated in an SMS loyalty program felt they had gained value from it (Hipcricket)
bull Text messages are read on average within 5 seconds (Frost amp Sullivan)
bull The average person looks at hisher phone 150 times per day (Nokia)
bull SMS Marketing campaigns are opted out less than 5 of the time (Slick Text)
bull SMS Marketing coupons are 10x more likely to be redeemed and shared than mail or newspaper coupons (Slick Text)
bull The average click through rate (CTR) of URLs included in SMS messages is 19 compared to just 42 CTR for Emails (TextBoard and Mailchimp)
bull The average delivery time for SMS messages is under 7 seconds (Simply Cast)
Source wwwoxygen8com SMS Marketing Statistics 2013 Apr 2013
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
SMS Success ndash Keihlrsquos bull Kiehlrsquos asked customers to text the keyword ldquoKIEHLSrdquo to their short code in order to receive
ongoing special offers on their product lines
bull Leveraged used social media email marketing and in-store signage to tell customers about the campaign
bull Once customers texted the keyword they were asked to give their consent to share their location with the company so that Kiehlrsquos could send up to three geographically relevant text offers each month
bull Text messages were usually sent out when the system recognized a customer to be located close to one of Kiehlsrsquo 45 test stores
bull Results after six months
bull 73 of customers who had signed up purchased at least one of their products
bull 81 of respondents to a survey taken after the pilot program remembered Kiehlrsquos SMS marketing messages
bull 90 of customers who received the text offers made a purchase in-store during during that 6 month pilot program
Source SMS Marketing Guides amp Reviews ldquoCosmetics Brand Soars with SMS MarketingrdquoSep 17 2013
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
SMS Success ndash BMW bull Targeted MMS campaign highlighting the
necessity of winter tires
bull Personalized MMS sent to every customer of that year with a picture of the car that theyrsquod bought in the color that theyrsquod bought it with the winter tires and reminded their customers of legal tire requirements
bull Results 30 increase in sales of winter tires as a result
bull They felt mobile phones were a personal and intimate medium for this type of campaign
Oxygen 8 Blog The Best and Worst SMS Marketing Campaigns Jul 25 2013
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile Loyalty ndash Starbucks How Starbucks integrates mobile into itrsquos Rewards program
bull Earn Stars by paying with
ndash a registered Starbucks Card
ndash the Starbucks mobile app
ndash By entering Star codes from specially marked Starbucks products in the grocery store
bull Earn rewards free drinks free food free refills and more Mobile App can be used for reward redemption
bull Earn status As you collect Stars you move up to bigger benefits There are three reward levels
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile Rewards ndash Famous Footwear ldquoWersquove designed the app to make shopping sharing and saving as well as earning and redeeming rewards as immediate as todayrsquos mobile shoppers expectrdquo Mr Smith said CMO at Brown Shoe Retail St Louis MO
bull Provides shoppers instant access to savings earned through the Rewards program and coupons and bonus point events
bull Digital wallet enables members to redeem points as soon as they are earned
bull Look books where users can shop the seasonrsquos latest styles access the retailerrsquos style blog Footnotes as well as share styles via social media and email
bull MyVictory section features user-generated content Mobile users can upload and share photos of their own favorite Famous Footwear styles
bull Users can also see what trends and updates are most popular via social media using the hash tags myvictory and famousfootwear
Source Mobile commerce Daily Famous Footwear app integrates rewards social for robust mobile shopping Sep 27 2013
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile Coupons ndash Dominickrsquos bull Dominickrsquos stores iOS and Android mobile app and site
bull 5th finger utilized their RedShop platform combined with custom solutions
bull Features Include
ndash In-store discover and clip savings coupons
ndash ldquoJust for Urdquo Personalized Deals
ndash Manufacturer Coupons (CI)
ndash Weekly Specials
ndash Clip Coupons and view what is on their member card
ndash Build Shopping Lists
ndash Easily locate a store
bull Results
ndash To date the iPhone app has exceeded the expectations on the number of downloads Consumer engagement is very high with solid growth in clipping and usage
ndash Safeway has a number of grocery store brands under its umbrella and mobile apps and sites continue to be rolled out using the Dominickrsquos formula
ndash One of Safewayrsquos other store brands Vons is already number 15 in the lifestyle category of the app store
Source 5thfingercom
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
INFORM
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile ContentMedia bull Contentmedia is critical to any brandretailerrsquos strategy
bull Itrsquos now tagged shared searched every day thanks to socialmobile
bull New technical capabilities as well as device size require more consideration than on the endless scrolling desktop screen
Source Internet Trends Report Mary Meeker and Liang Wu at KPCB May 2013
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
GeoTargetingLocalization bull Geotargeting - ability to target consumers by location and can be used
to drive consumers in store or convert them once inside
ndash Display content based on a visitorrsquos geographical location
ndash Target and market to a specific region of a geographical area
ndash A use of geotargeting is localization
bull Localization marketing using the ldquolanguagerdquo used by the target market which increases campaign effectivenessconversion
ndash Especially important for internationalization
ndash But can also be cultural regional (eg topography weather)
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
GeoTargetingLocalization bull Nothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store traffic
ndash 55 percent engagement rate for ad campaign
ndash ldquoPlus we found it to be highly effective in driving calls store lookups and digital salesrdquo
bull Used store locator and click-to-call to drive in-store traffic
ndash ran for two weeks prior to four major holidays in 2012 and early 2013 It
ndash featured mobile banner ads that sent users to holiday-themed custom landing pages
bull Target the on-the-go and impulse shopper looking to purchase bakery items on their way home for a special occasion
Source Mobile Commerce Daily ldquoNothing Bundt Cakes bakery serves geo-targeted mobile
ads to drive in-store trafficrdquo Apr 2013
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Personalization and Privacy bull Technology is finally ready to support
true personalization
bull Device access and tools such as localization and geo-targeting will enable a truly 11 experience
bull However users are still sensitive to privacy concerns
bull Personalization needs to be helpful not creepy now that the retailer will be in the userrsquos pocket
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
TRANSACT
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile Commerce Platforms
bull Technology or development platform with Web-based tools for mobile Web construction
Licensed Platforms
bull Outsourced approach offers Web site transcoding services andor other services that simplify or automate the creation of a mobile Web experience
Managed Services
bull Existing eCommerce vendors or other solution providers build capabilities or partner with a mobile platform to extend their services
Existing Ecom
Platforms
bull Built in-house either entirely or in part May leverage agencies or other vendors for portions of the solution and experience
In-house
Only a few of the many great examples
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
M-Commerce Platforms
MANAGED Pros
- Relatively fast development
- Little to no IT resource
required
- External QA
Cons
- Limitedno control
- Difficult to differentiate
- Sync issues
- Custom development if
possible can be expensive
and time consuming
LICENSED Pros
- More control and
flexibility
- Build in-house
expertise
Cons
- IT resource required
- Proprietary technology
= learning curve
- Custom development
tied to platform
capabilities and
updates
IN-HOUSE Pros
- Full control
- Ability to differentiate
test and innovate
- Rapidly develop in-
house expertise
Cons
- Major IT commitment
- Hard to find expertise
- Long development
timeline and updates
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Customer reviews 537
GPS 512
Site search 415
Store locator 390
Contact us form 378
Sidebar of products 378
Click-to-call 305
Shopping cart 280
Alternate images 256
Zoom 171
Multiple (rotating hero shots) 134
Bar code scanning 122
Featured products 122
Product images 110
Mapping 98
Dont offer a mobile site 341
If you have a mobile site which features and functions
does your mobile site currently offer
(Choose all that apply)
Source Internet Retailer
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
M-Commerce ndash Site Search
bull Hunter vs Gatherer
bull Typing is not easy
bull Help guide the customer to what they are looking for faster
bull Auto Complete functionality
bull Advanced Search is on many sites but the irony is that itrsquos almost impossible to find
Providers
bull Americaneaglecom bull Baynote Inc bull BloomReach bull BloomReach bull ByteManagers Inc bull Compare Metrics bull Datamatics Global
Services Ltd bull EasyAsk bull Google Inc bull MarketLive Inc bull Monetate bull Oracle (Endeca) bull SDL Tridion bull SLI Systems Inc bull Thanx Media
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
M-Commerce ndash Catalog Quick Search
Brooks Brothers Zappos
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
M-Commerce ndash RatingsReviews Forums
Providers
bull Bazaarvoice bull Re-Vu bull Reziew bull Review Script bull Rating System bull Forumbee bull DynaPortal
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
M-Commerce ndash Preorder
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
M-Commerce ndash Feedback
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
M-Commerce ndash Freight Estimation bull Entering in Zip Code for accurate
freight costs or delivery time frames
bull Not every industry is utilizing this feature but large and bulky items often need it
bull When to ask for Zip Code
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
M-Commerce ndash Checking store inventory
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile to Store bull Store Locator a lsquoMust Haversquo
bull Store Product Locator
Orvis CVS Lowersquos Target
copy FitForCommerce
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile to Store
bull Total prescription drug sales in the US amounted to $320B in 2011
bull Walgreens did extensive advertising to promote their mobile and tablet apps
bull App lets customers refill prescriptions by scanning a bar code placed on medicine bottles
bull Enter RX online and pick up in store
bull Tablet app lets customers upload photos and pick them up in the store in an hour
bull They can create holiday cards bull See weekly ads coupons bull Refill prescriptions bull Use store-locator to find drive-thru
pharmacy or 24hour store
copy FitForCommerce
Source USA Today Prescription drug spending was flat in 2011 Apr 4 2012
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Not to be outdonehellip Web or smartphonetablet to store ldquoMake My Case DIYrdquo
Finding other ways to engage and send traffic to stores
copy FitForCommerce
Source CVScom
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile Payments
Mo
bile
Pay
men
ts
bull What is Mobile Wallets bull eWallet functionality on your phone bull User has to download a payment providers app bull Used at any merchant store that has a NFC reader
bull The Different Uses of Mobile Wallets bull Make in-store payment bull Pay for online purchases bull Pay for digital content bull Receive offers
bull Adoption bull Still in its early stages consumer adoption is slow
due to confusion and lack of standardized infrastructure
bull Financial institutions and handset manufacturers will have to work closely together
ldquoAs many as 40 percent of small retail and service businesses (in the USA) are using some form of mobile payment technologyhellipAs much as 16 percent of respondents said they plan to add mobile payment capability within the next yearrdquo (BIAKelsey 2013)
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile Payments
Source Marketingland
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile Payments
Source Marketingland
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile POS ndash Hardware Trends
Nearly one in four retailers has already deployed Mobile POS and the same number plan to do so in the next 12 months
Source eMarketercom
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile POS
Providers iZettle
Sum Up Swiff
Infinite Peripherals Mad Mobile uMobile POS
Verifone POWA
First Data Moki Mobility
Sqaure Intuits GoPayment
PayPal
Mobile Device
bull According to the research firm IHL Group 28 percent of North American retailers of all sizes particularly department stores and specialty retailers plan to implement mPOS by the end of 2013
bull Helping to make payment lines obsolete Increasingly large US retailers are equipping associates with smartphones and tablets that accept Customer payments on the sales floor
bull And Wal-Mart Stores are using self-scanning items using shoppersrsquo iPhones and then pay at a self-checkout counter hoping to trim checkout times and costs
bull Early Adopters Include bull Apple Home Depot Urban Outfitters Moosejaw Old Navy
bull Adopting in 2013 bull Nordstrom REI JCPenney
bull Benefits Include bull Significant cost saving bull Unchains staff from the cash registers bull Quicker checkout bull Ability to increase the amount of real estate on the sales floor by
eliminating cash wraps
ldquoThe future of Nordstrom point-of-sale systems is
completely mobilerdquo - Jamie Nordstrom
President Nordstrom
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
P2PSmall Business POS
bull Credit cards payments using a mobile device
bull Affordable and easy to use
bull Enables P2P payments and small businesses
bull Empowers more merchants to accept credit cards
bull Users arenrsquot asked to do anything different
bull Software layer makes payments trackable for analytics and follow on marketing
bull Square (and now others) ndash Now serving 1 million merchants
ndash Next step tie in deals and credit card linked promotions
bull POWA - Chip amp PIN
Source Square
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
WHATrsquoS
NEXT
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Adoption of WearablesScannables
Source GetElastic Blog Vision2You Infographic
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Mobile Analytics and Big Data bull Analytics will become more
important and challenging as users expand device usage and increase their connectivity
bull Leveraging big data will become a critical path to mobile personalization
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
International bull How will exponential International
mobile growth will affect the US
ndash Accelerate technology offerings
ndash Challenge providers to expand feature sets
ndash Increase barrier to entry for US companies looking at international expansion
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Window Shopping bull Alternative shopping vehicles are appearing
to address customer desire for instant gratification
bull Kate Spades Saturdayrsquos 24 hour Interactive Windowshops
ndash Shopping is done through large touch screen display apparel items can be previewed on model photos
ndash Purchases can be delivered within one hour
ndash Four window shops were opened in JuneJuly 2013
Kate Spade 24 hour Windowshop in New York City
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Window Shopping bull Adidas NEO Window Shopping
ndash An interactive digital window concept that connects to your smartphone
ndash Shop at the store after hours
ndash Consumers flick through clothing board and try on items (on a virtual model)
ndash By typing in the special URL users connect their smartphone to the window and take control of a virtual shopping bag
ndash Any product dropped into the windowrsquos shopping bag instantly appears on your smartphone to save share or buy
httpwwwyoutubecomwatchv=7ZXucLUfh0U
Adidas Neo Label store in Nuremberg
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
Augmented Reality bull Catalog Interaction
ndash 3D Live Preview
ndash Coupons
ndash Games
bull Virtual Dressing Room
ndash Clothing amp Accessories
ndash Makeup (Maybelline)
httpwwwyoutubecomwatchv=xtZVy67hRNE
bull Marxent Labs Examples
httpwwwyoutubecomwatchv=Oy9Lnyt275s
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
What How YES
NOW
YES Mobility NOW
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance
THANK YOU
Bernardine Wu
bwufitforcommercecom
Pick up Mobile Best Practices amp Mobile Solution Expo Maps at the EXPO HALL Entrance