the mobile retail opportunity november 2013

THE MOBILE RETAIL OPPORTUNITY19th November 2013

Tuesday, 19 November 2013

THE MOBILE RETAIL OPPORTUNITY19th November 2013

WHO WE ARE

Finance Insurance Public Enterprise Retail Gaming

Finance Logistics Telco IT Facilities Management Other

OUR CLIENTS

WHAT WE DO

Strategic Consultancy!

MOBILE STRATEGY! USER EXPERIENCE!

IT INFRASTRUCTURE! APP & WEB DELIVERY!

Operational Delivery!

THE MARKETPLACE

MOBILE IS BOOMING & EXPECTATIONS ARE HIGH

THE AUDIENCE

Source: Adobe 2013

THE NUMBERS ARE GROWING

Source: Adobe 2013

MEET YOUR USER’S EXPECTATIONS

Source: Adobe 2013

Tablet shoppers are more likely to purchase products

Smartphone shoppers more likely to use for

product comparison

THE EVOLVING RETAIL JOURNEY

EMBRACING THE CHANNEL

Vouchering

Location based

Loyalty programmes

Store finder Browse & compare

Tap & collect

Explore Purchase

Wish lists

Joined up app & web experience

Quick purchase

Mobile features & functions

Personalisation

Time based

Barcode/QR Scan In-store WiFi

Ease of purchase

Adding value

Mobile payments Staff enablement

Gifting

Vouchering

Location based

Loyalty programmes

Tap & collect

Explore Purchase

Wish lists

Quick purchase

Personalisation

Time based

Ease of purchase

Adding value

Gifting

John LewisRetail App

EMBRACING MOBILE AS A NEW CHANNEL

• Facilitating a mobile shopping experience - at home and in store

• Just under 50% of visits last Christmas from mobile devices

• Encouraging in-store mobile use - in store WiFi & barcode scans for full product details/reviews

• Mobile sales of big ticket items increasing including £7,000 TV

• Could do better - purchasing experience

DEVELOP THE IN STORE & MOBILE RELATIONSHIP

• 33%* of smartphone owners compared competitor prices in store

• Be transparent, encourage users to engage with the web in store by offering additional sales content or reviews

• Facilitate mobile and offer a joined up experience between desktop & mobile

• Give users a smooth app experience to purchase or reserve products

Source: Vibes Mobile Consumer 2012

Vouchering

Location based

Loyalty programmes

Tap & collect

Explore Purchase

Wish lists

Quick purchase

Personalisation

Time based

Ease of purchase

Adding value

Gifting

Vouchering

Location based

Loyalty programmes

Tap & collect

Explore Purchase

Wish lists

Quick purchase

Personalisation

Time based

Ease of purchase

Adding value

Gifting

Lowe’sEmployee and customer apps

BUILDING BETTER CUSTOMER SERVICE

• Employee apps allowing staff on the shop floor to check stock and key product info

• Manager app allowing handling of administrative tasks

• Staff iPhones encased in custom solution including bar code scanner, credit card reader and battery

• Customer app with how-to videos, product prices and reviews, store locator & gifting

MOBILITY IS ABOUT MORE THAN B2C APPS

• 42%* of companies are considering apps for staff compared to 43% looking at apps for consumers

• Think about how staff enablement can encourage sales

• Improve the in-store experience through fluid interaction

Source: Antenna Software 2012

Vouchering

Location based

Loyalty programmes

Tap & collect

Explore Purchase

Wish lists

Quick purchase

Personalisation

Time based

Ease of purchase

Adding value

Gifting

Vouchering

Location based

Loyalty programmes

Tap & collect

Explore Purchase

Wish lists

Quick purchase

Personalisation

Time based

Ease of purchase

Adding value

Gifting

Victoria’s SecretShopping app

USING PUSH TO TARGET USERS

• Bespoke messaging to incentivise shopping online and in store

• Using user behaviour to drive messaging

• Review PUSH analytics to work out what is most effective

• Could also combine behaviour with location to drive tailored messaging

USE MOBILE AS YOUR NEW MESSAGING CHANNEL

• Personalise offers based on what you know about the user

• Use location to maximise results

• Review analytics and tailor your messaging

• Consider PUSH for delivering exclusive & personalised content (use of PUSH demonstrates 80% increased retention rate, 50% increased visits*)

Source: Urban Airship 2013

Vouchering

Location based

Loyalty programmes

Tap & collect

Explore Purchase

Wish lists

Quick purchase

Personalisation

Time based

Ease of purchase

Adding value

Gifting

Vouchering

Location based

Loyalty programmes

Tap & collect

Explore Purchase

Wish lists

Quick purchase

Personalisation

Time based

Ease of purchase

Adding value

Gifting

StarbucksLoyalty app

LEADING MOBILE PAYMENTS & LOYALTY

• Tying together mobile payments & loyalty

• Facilitating a smooth customer experience in store

• 3 million mobile payments every week

• 10 million active users

ENCOURAGE A CLOSER RELATIONSHIP

• Make your app key to your engagement with customers - mobile payments are a growing space

• Users have an expectation of immediacy with mobile apps - consider payment options such as PingIt, Paddle and Paypal (there are more!)

• Remember your app is a part of your customer’s experience of your brand, not just a campaign tool

Vouchering

Location based

Loyalty programmes

Tap & collect

Explore Purchase

Wish lists

Quick purchase

Personalisation

Time based

Ease of purchase

Adding value

Gifting

Vouchering

Location based

Loyalty programmes

Tap & collect

Explore Purchase

Wish lists

Quick purchase

Personalisation

Time based

Ease of purchase

Adding value

Gifting

Meat PackGuerilla geofencing app

USING LOCATION FOR YOUR BENEFIT

• Set up geofences around competitor stores

• Any user with app entering store gets a notification

• App starts with 100% discount and counts down 1% per second

• Within 1 week - 600 shoppers stolen from competitors

TAKE ADVANTAGE OF TIME & LOCATION

• Time and location are the key things we have on mobile users we don’t have on desktop

• Location is becoming more accurate with new technologies

• Think about how buying habits change based on time and day

• Capture users when they’re in hotspot locations

• Don’t be afraid to engage users with something brand new and risqué!

THE FUTURE

NEW HARDWARE COULD CHANGE THE RETAIL EXPERIENCE

MOBILE PAYMENTS WILL BECOME AN EXPECTATION

LOCATION WILL BE EVEN MORE TARGETED

50m range

WHERE TO START

TOP TIPS

1. Remember mobile should play a part in all of your channels, it’s not a flash in the pan!

2. Be wary of creating a disjointed experience, maintain a company app strategy

3. Keep your ideas simple

4. Think about one subtle behaviour change you want to address & consider rapid prototyping

5. Remember performance is key - bad ratings will follow you forever!

6. Learns from user behaviour and respond

CONTACT US

Emma-Claire PengellyMobile Strategy Consultantemma.pengelly@mubaloo.com@emmaradio

LONDON

85 Strand LondonWC2R 0DW+44 (0) 20 7125 0384

BRISTOL

Embassy HouseQueen’s AvenueBristolBS8 1SB+44 (0) 117 973 3983

@Mubaloo

/Mubaloo-Limited

/MubalooLtd

/Mubaloo

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