MOBILE COMMERCE: A worthy venture for your retail business? Michelle Lee, Keungzai Mike Hann, Poq Studio #Pure34
Quick Hello
IT’S THE BIG DEBATE A mobile future?
1%
33% of visits
IT’S THE BIG DEBATE A mobile fashion future?
1%
41% Fashion Retail
IT’S THE BIG DEBATE % of UK online retail
1%
20%
2010 2013
IT’S THE BIG DEBATE What are people buying?
1%
42% fashion
IT’S THE BIG DEBATE When will mobile surpass desktop?
1%
20%
IT’S THE BIG DEBATE
%
Confused? Here’s why:
IT’S THE BIG DEBATE A mobile future? Mobile search will overtake desktop search by 2014. 3 out of 4 in the UK popula?on will own smartphones by 2016
IT’S THE BIG DEBATE A mobile future? Mobile search will overtake desktop search by 2014. 3 out of 4 in the UK popula?on will own smartphones by 2016
IT’S THE BIG DEBATE A mobile future? Mobile search will overtake desktop search by 2014. 3 out of 4 in the UK popula?on will own smartphones by 2016
IT’S THE BIG DEBATE
PlaKorm shiL This isn’t just the odd customer browsing on their phone or iPad. This is a fundamental plaGorm shiH on how we interact with the internet.
Case Study
A mobile site and app for this stylish women’s and maternity brand
Why mobile?
25%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2012 2013
Seeing a big increase in mobile traffic
• Professional ABC1 women
• Pregnant • New mums • Mul?-‐tasking
mums on-‐the-‐go • Working mums
Keungzai consumer profile
• Professional ABC1 women
• Pregnant • New mums • Mul?-‐tasking
mums on-‐the-‐go • Working mums
Keungzai consumer profile
• Professional ABC1 women
• Pregnant • New mums • Mul?-‐tasking
mums on-‐the-‐go • Working mums
Keungzai consumer profile
Miranda Kerr with her liSle boy.
• Professional ABC1 women
• Pregnant • New mums • Mul?-‐tasking
mums on-‐the-‐go • Working mums
Keungzai consumer profile
Credit: Janine of Pret-‐a-‐Pregnant working out with her toddler
• Professional ABC1 women
• Pregnant • New mums • Mul?-‐tasking
mums on-‐the-‐go • Working mums
Keungzai consumer profile
The app and mobile site hPp://m.keungzai.com
Lookbook and products
Wishlist and buying
Three-‐step checkout process
Reviews:
A 5 star ra?ng in the app store, and great feedback from Keungzai customers
• Bounce rate for all mobile visitors reduced by 24.47%
• Users spend more ?me on mobile. Average visit dura?on increased by 3 minutes.
The results
The results
Bounce rate on the mobile site was 21.2% lower than the Desktop site during the first quarter
June mobile sales:
20% higher than desktop
The results
IT’S THE BIG DEBATE
5 Mcommerce Tips
IT’S THE BIG DEBATE Op]on Overload • Mobile website Eg: Reiss, Balenciaga
• App Eg: Zara, Net-‐A-‐Porter, Amazon
• Responsive site Eg: Radley, Wool & The Gang
IT’S THE BIG DEBATE
55%
29%
13%
3% iPad iPhone Android Other
Tip 1:
Make friends with Analy]cs
Tip 2:
Test it for yourself
How does your brand experience feel? Can you even buy? Test for yourself -‐ right through to checkout.
IT’S THE BIG DEBATE Tip 3: Make it beau?ful Fashion consumers want clear, high-‐res images and they want lots of them
Tip 4: Make it fast
74% abandon aLer 5 secs
Tip 3: Don’t DIY it! Mobile technologies are constantly changing. You need exper?se to stay up to date.
IT’S THE BIG DEBATE
The business case for mobile
Increase current performance
2x
conversion rate
Incremental app revenue
10% extra sales
The new email
400% Session upliL
Connected customers
x2 Pageviews Time on site
About Poq: Trusted by 20+ fashion retailers
Any ques]ons?
@poqstudio www.poqstudio.com @Keungzai www.keungzai.com #Pure34
