9 keys to mobile commerce retail success - push science

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This presentation is the Push Science portion of the recent webinar presented by NRF ARTS and Push Science on the 9 Keys to Mobile Retail Success. A link to the on-demand version of the webinar is available at http://pushsci.com/webinar Over 40% of US mobile users own a Smartphone, according to Nielsen in June 2011. Of those users, retail and shopping rank highest in terms of engaged activities. In fact, 82% of US Smartphone users used their device in a store 1. The top 3 types of websites visited by mobile users include: search engines, social networking sites, and retail sites. Many retailers are confounded by the increased complexity of the mobile technology landscape, which includes decisions around types of mobile shopping solutions, infrastructure options and strategic models. At the same time, consumer appetite for mobile shopping options is growing rapidly. To help retailers avoid paralysis, Push Science, together with the National Retail Federation (NRF) and Association of Retail Technology Standards (ARTS) hosted a special webinar on October 4th, 2011. This webinar offered unique insights into leveraging the ARTS Mobile Blueprint and a preview of the soon-to-be-released ARTS Social Blueprint. The webinar guides you to mobile success, identifying nine key practices that retailers can implement quickly to start their transition into mobile retail.


  • 1. Complexity made Simple - ARTS!
  • 2. We believe mobile has changed the face of retailforever and that mobile devices are the mostpowerful customer inuence tools available toretailers today.Push Science provides retailers with the mobilecapabilities necessary to drive revenue,improvecustomer satisfaction, anddevelop powerfulbrand loyalty. Complexity made Simple - ARTS!
  • 3. Complexity made Simple - ARTS!
  • 4. Complexity made Simple - ARTS!
  • 5. The solution you start with needs tocorrespond with who your customersare and how they currently behave. Complexity made Simple - ARTS!
  • 6. Four common issues faced: 1. Integration 2. Interdepartmental dependence 3. Hardware 4. Dedicated stafng Complexity made Simple - ARTS!
  • 7. A common mistake retailers make is to tryto do too much at the outset without aproper test and learn strategy or some kindof managed growth plan.Establish some learning, then adjust fromthere. Its about the ARTS principle ofstarting small and growing when ready. The essential caveat though is that while amobile solution doesnt have to doeverything, it has to do it well. Complexity made Simple - ARTS!
  • 8. 26% of apps downloaded are used just one time. Complexity made Simple - ARTS!
  • 9. Social Media Module Messaging Module Store LocatorThe Essentials Pack.Three core features that retailers should launchwith and ensure are in perfect working order. Complexity made Simple - ARTS!
  • 10. Why make things harder than they need to be.Leverage existing knowledge and technology. Complexity made Simple - ARTS!
  • 11. 1. Bring current social activities into mobile. 2. Enable sharing and allow users to broadcast out. Complexity made Simple - ARTS!
  • 12. The single most important factor retailers frequentlyforget about when developing their mobile strategy.! Complexity made Simple - ARTS!
  • 13. Native push communication frameworks are built-in. ! Complexity made Simple - ARTS!
  • 14. I would use the mobile Internet on my cell/mobilephone to purchase products . . . 45% - If my mobile phone number would be kept private Complexity made Simple - ARTS!
  • 15. Push communications offer many advantages over email or sms: - Does not require email address or phone number!- Cheaper to distribute than bulk email or sms!- Deliver rich content & actions (drop user into offers)!- Simplied security and privacy management! Complexity made Simple - ARTS!
  • 16. 95% of free apps are abandoned in 30 days.Notications are a powerful tool to avoid appabandonment because they bring the user backinto the app through reminders and alerts. ! Complexity made Simple - ARTS!
  • 17. Facebook App Facebook Messenger Twitter App Notification Top ranking app in all major app Dedicated app for chat and Draws users back into Twitter app stores. Over 350 million mobile users FB messages regardless of what the user is doingApps like Facebook and Twitter exploitnotications to trigger users to engage. Complexity made Simple - ARTS!
  • 18. 56 of the top 100 retailers in the US have nowdeveloped an Android, iPad, or iPhonemCommerce application. Complexity made Simple - ARTS!
  • 19. App stores are becoming fragmented withthird parties building unofcial apps. Complexity made Simple - ARTS!
  • 20. Establishing a strong and clear presencenow will start building your brands mobileequity for the future. Complexity made Simple - ARTS!
  • 21. Mobile is different than all other forms ofmarketing. Therefore, it requires differentmeasurements to gauge success. Complexity made Simple - ARTS!
  • 22. Complexity made Simple - ARTS!
  • 23. $6 Billion ! $230 Billion ! Estimated Estimated mobile commerce mobile inuenced transactions in 2011 sales in 2011 (2% of ecommerce) (thats 15% of all sales, including online and in-store)Inuencing sales in other channels, rather than actuallymaking mobile purchases, is by far the greatest impactthat smartphones have on total sales revenue. Complexity made Simple - ARTS!
  • 24. Dont set yourself up to fail. Implement metrics that more accurately reect the success of mobile as an inuence tool. KPIs to keep track of:! App downloads and usage Engagement / time spent in app Push notication metrics Redemptions Barcode scans Usage by location UGC Identify Gestures of Intent Complexity made Simple - ARTS!
  • 25. Although initial entry into the mobile space can be made easier followingthe 9 keys, it is just the rst phase of the roadmap. The technology youstart with should scale throughout the enterprise, be specialized for theretail industry, integrate with existing retail systems, and have supportavailable. Complexity made Simple - ARTS!
  • 26. Build on your mobile successes to create aseamless shopping experience for the customerduring all stages of the shopping cycle: before,during, after sale. Complexity made Simple - ARTS!
  • 27. We worked with Push Science because they were able to meet every single need that we had. We are so happy1. Whats Needed Now# with the process and outcome so far.2. Avoid Obstacles# The 9 keys that they have presented made a lot of sense to us and we believe they are going to be integral to3


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