jim klar global sales director easy2 technologies 216.812.4515 [email protected]
TRANSCRIPT
Jim KlarGlobal Sales DirectorEasy2 [email protected]
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• 12 Years Experience
• Serving 200+ Clients> Home Improvement> Major Appliances> Housewares> Juvenile Products> Consumer Electronics> Sporting Goods
• Product Demos & Selectors
• Multi-Channel & Multi-Device
INTERACTIVE MERCHANDISING
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
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• What is the Love Triangle?
• Opportunities & Challenges
• 3 Success Stories
• Recommendations & Best Practices
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
TODAY’S DISCUSSION
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THE LOVE TRIANGLEWHAT IS IT?
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• Retailers> Provide a Positive Shopping
Experience> Limit “Showrooming” Effect> Sell More Products
• Brands> Control Brand/Product
Message> Overcome Untrained
Associates> Drive Consumer Choice
• Shoppers> Make the Right Choice> Get Useful Product
Information> Device-Optimized Content
LOOKING FOR LOVE
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
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CHALLENGES& OPPORTUNITIES
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• Easy2 Content Views> 3-5MM/month across all
categories> August 2011: 3.1%
> Tablet: 1.4%> Smartphone: 1.7%
• December 2011> 7.1% of Monthly Views
> Tablet: 3.4%> Smartphone: 3.7%
• December 2012> 15.6% of Monthly Views
> Tablet: 9.3% > Smartphone: 6.3%
• Mobile Views Grew 400% in 16 Months
GROWING OPPORTUNITY
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
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• 39 Housewares Brands> KitchenAid> Philips Saeco> Keurig> Cuisinart> Oster> FoodSaver> CrockPot
• 2012 Average Engagement Time> Online Demo: 69.88 secs> Smartphone Demo: 48.28 secs> Tablet Demo: 72.92 secs
HOUSEWARES INDUSTRY
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
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• Tablet Ownership> 2010: 4% of US Consumers> Aug 2012: 25% of US
Consumers*> Forecast: 50% of PC market
by 2016**
• Tablet Use***> 74% At-Home> 36% In-Store
TABLET OWNERSHIP & USE
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
*Pew Internet & American Life Project, “25% of American AdultsOwn Tablet Computers,” October 2012**Canalys, “Wintel PC market share set to fall to 65% in 2013,”January 2013***eMarketer, “Home is Where the Tablet Is,” May 2012
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• Internet Use*> Majority Surf “On the go”> 75% go online in-stores
• Multi-Screen Shopping**> 96% Research on Phone> Purchase Offline or on Larger
Screen
SMARTPHONE OWNERSHIP & USE
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
*Forrester blog, “The State of Consumers and Technology: Benchmark 2012, U.S.”Own Tablet Computers,” October 2012**Google and Ipsos, “Our Mobile Planet,” May 2012
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2012 BLACK FRIDAY & CYBER MONDAYIncreases in content views from shoppers using tablets and smartphones during the biggest shopping period of the year*.
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
*Easy2 Technologies Reporting DataDecember 2012
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2012 BLACK FRIDAY & CYBER MONDAYMobile Content Views Breakout*
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
*Easy2 Technologies Reporting DataDecember 2012
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• Best Buy > Matching Prices
• Target> Matching Prices
• Bed Bath & Beyond> Mobile Coupons
SHOWROOMING DEAD?
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
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• Deep Content In-Store> Transforms Showrooming into
Transactions> Smartphone shoppers are
14% more likely to convert and make a purchase in the store than non-smartphone users*
SHOWROOMING DEAD?
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
*Deloitte, “Smartphones Will Influence $689 Billion in Retail Sales by 2016,” June 2012
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MOBILESUCCESS STORIES
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• Features FoodSaver Product> Content Optimized for Mobile> Demo Views Went Up 18X> 26% of Views were Mobile
BED BATH & BEYOND EMAIL
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
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• Features FoodSaver Product> Content Optimized for Mobile> Demo Views Went Up 18X> 26% of Views were Mobile
BED BATH & BEYOND EMAIL
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
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• Features FoodSaver Product> Content Optimized for Mobile> Demo Views Went Up 18X> 26% of Views were Mobile
BED BATH & BEYOND EMAIL
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
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• Guided Selling by Category> Help Shoppers Choose> Online, Mobile & In-Store> Significant Boost in Conversions
DICK’S SPORTING GOODS PRODUCT SELECTORS
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
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• Guided Selling by Category> Help Shoppers Choose> Online, Mobile & In-Store> Significant Boost in Conversions
DICK’S SPORTING GOODS PRODUCT SELECTORS
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
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• Bring Hasbro Products to Life> Interactive Demo> Online and In-Store> 1:20 Average Engagement> 25% of Views In-Store
MOBILE SUCCESS STORIES
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
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• Bring Hasbro Products to Life> Interactive Demo> Online and In-Store> 1:20 Average Engagement> 25% of Views In-Store
MOBILE SUCCESS STORIES
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
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• Bring Hasbro Products to Life> Interactive Demo> Online and In-Store> 1:20 Average Engagement> 25% of Views In-Store
MOBILE SUCCESS STORIES
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
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RECOMMENDATIONS& BEST PRACTICES
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• Optimize for Every Device> Simple Navigation> Integrate at Every Opportunity
> Packaging> Email> POS Display> Online> Print Ads> FSIs
> Engaging Content> Video (30 secs or less)> Beauty Shots> 360° Rotations> UGC: Ratings & Reviews> Instructions
> Call-to-Action
RECOMMENDATIONS
A Love TriangleThe Mobile Affair Between Retailers, Brands & Shoppers
