sean mckee - schuh - mobile retail summit

Tapping Into The Revolution

… the mobile story

Sean McKee

Head of Ecommerce and Customer Services

Retailer of branded fashion footwear in UK/Ireland, started 1981

Mid-market brands for women, men and kids

3700 employees

80 schuh stores, 3 kids stores

A focus on larger population clusters

Sales density

Mass market, full-price editorial position

Target customer 15-25 years old

Customer service orientation

A multi-channel mindset

Technology has a defined role

Acquired by Genesco Inc. June 2011

Who we are

March 2013 Visit Share

18%

28% 54%

Desktop

Mobile

Tablet

March 2013 Revenue Share

17%

15%

68%

Desktop

Mobile

Tablet

A pragmatic evolution

2008 schuh.mobi

2011 free iphone app

monster app

check and reserve

uk mobile site

2012 irish mobile site

tablet site

A mobile strategy?

Sell first

Clear strategic fit

Use of resources backed by data

Risk-averse process

Smartphone

iPhone app

Mobile optimised site

Basic offer

-Transactional

-Locate store

-Check stock

-Buy/deliver to store

- Track order

+

Mapping

Home store

Store job vacancies

+

Check and Reserve

t.schuh.co.uk

December 2012

Tablet

Different strokes for different folks

Higher Medium Lower

Traffic Desk Mob Tab

Conversion Desk Tab Mob

Basket size Tab Desk Mob

% Growth Tab Mob Desk

What’s working

Sales volume

Growth

Store friendly behaviour

Data driven change

A clear plan

Known unknowns

Known knowns

June 2013: 50% of UK web traffic

Spring 2014: Responsive design

December 2014: 50% of UK web sales

In 2013

35-40% of UK internet sales

will come via a mobile device

sean@schuh.co.uk

Thanks for listening …