Owning the Decision Point: The Future of the In-store Mobile Experience

Steen Andersson, 5th Finger

Pete Zophy, Jos. A. Bank Clothiers, Inc.

Tim Katz, Pacific Sunwear

Sheri Gurock, Magic Beans

Owning the Decision Point: The Future of the In-store Mobile Experience

Steen Andersson

5th Finger VP &

Co-Founder

Is This In-Store Mobile?

The AVA in-store iRobot with iPad head

Is This In-Store Mobile?

Is This In-Store Mobile?

Is This In-Store Mobile?

Is This In-Store Mobile?

Is This In-Store Mobile?

In-Store Mobile

In-store mobile is:

Leveraging the power of mobile’s deep consumer relationship to connect with shoppers insidea bricks and mortar location.a bricks and mortar location.

At 5th Finger, we call this:

Bricks and Mobile

The role of In-Store in… Apparel…

In-Store Mobile Is Important

Consumers Are Already Using It

70% of smartphone owners have used their mobile while shopping in-store

-Google Insights, May 2011

• Price Comparisons• Price Comparisons

• Customer Reviews & Ratings

• Stock Checks

• Check-in

• Coupons

• Access Promotions

Price Comparisons Are Happening

Amazon, eBay, RedLaserand others are providing retail customers a mobile solution to research, compare and purchase while in-store.in-store.

49% of smartphone owners have used their mobile to compare prices.-Google Insights, May 2011

Shoppers Prefer Mobile When Seeking Further Product InformationHow 5th Finger retail client customers prefer to find product details while in-store. (app users)

Mobile Shoppers Love Promotions

Percentage of

survey respondents survey respondents

that indicated

mobile app feature

as a high priority

They Are Checking-Out Via Mobile

Demonstration of the Starbucks Card Mobile App on a smart phones at the Capital Gallery Starbucks in Washington, DC. / Garrett Hubbard/USAT(Paying with Starbucks card)

In-store ordering and check-out system via iPad at Specialty’s in San Francisco.

It’s About ConvenienceTarget Makes Shopping Simpler

Tip Customers over

the threshold to

certainty of purchase.

Scan products in-store

and view product

specifications, features

and read reviews.

It’s About EngagementShopkick Uses Achievement to Motivate

A retailer agnostic approach that gamifiesthe shopping experience with offers and deals provided by brands.

The clever sub-audible in-

store location tool provides

the best 'heads up display'

potential in the market

today as someone walks

around the store.

100 million check-ins in the first six months

Korea Is Innovating

Asia- Pacific is AheadPercentage of mobile subscribers accessing mobile web at least monthly

47%

43%

16%

8%

Source: Forrester (June 2011)

22%

12%*

Mobile Will Be…

Your Mobile AssociateBasket expansion

Your WalletConvenience and speed drive purchase

Questions?

Steen.andersson@5thfinger.com

Mobile StrategyPete Zophy, DVP of Ecommerce JoS. A. Bank

Our Path to Mobile

Customers

Asked For It

Found A

Partner

Asked For It

Built a

Strategic PlanMobile App!

Goal = to build engagement,

drive foot-traffic & provide

an additional sales channel.

JoS. A. Bank Mobile Site

What we have done

JoS. A. Bank App

Average time

spent in App: 54

seconds

60% of users use

the App 1-2

times per month

What’s Next

• Product Reviews

• Product Details

• Act as an Associate

Mobile Coupons In-store Scanning

Tips/Lessons Learned

• Mobile is the bridge that

connects the Online &

Retail Channels

• How can we maximize

this opportunity

Mobile Retail App Deployment

Tim Katz, Sr. Operations Manager

We are explorers of style, creators of culture,

and instigators of fun.and instigators of fun.

Objectives

• Support brand image

• Leverage current technology

• Efficiently leverage store network

• Easy to manage and update• Easy to manage and update

• Cost effective

• Quick to market

The iPad had to show true ROI and be a tool

our associates would love to use.

• Native App with configurable

content management system

• E-Commerce Powered by existing

Mobile Web site

Features

• Nightly updates for optimal

performance on store network

• Lookbooks, Photos, Videos

The backoffice allows us to communicate with our

associates on a more frequent and personal level

Lookbooks allow us to showcase the

latest trends and upsell outfits.

If a style or color is not available an associate

can look it up and purchase online

QR codes continue the conversation in a

whole new way

• Positive Field Adoption and Response

• Proved Partner Capabilities

• ROI exceeding expectations

Results and Future Plans

400 Store rollout by holiday and all stores by next year

• Listen, learn and improve

Questions?

Mobile Commerce & Magic Beans

What is Magic Beans?

• Founded in 2004

• Sells a combination of toys and baby gear

• 4 Boston-area locations (5th store coming soon)

• mbeans.com website has an international

customer basecustomer base

• Designed for parents by parents

• Has been named Best of Boston by Boston

Magazine 4 out of the last 5 years

Wellesley Store

Why Mobile Commerce at Magic Beans?

• Typical shopper is an early adopter with access to a

smartphone

• Customers are typically more educated about purchases

and more time-sensitive during in-store trips

• Highly-trained staff under-utilized behind traditional POS

• Tech-savvy company culture – have been connecting

with customers via blog & social media for over 5 years

Mobile Strategy Benchmarks

Education

Putting information in the shoppers’ hands

Promotions

Provide dynamic, hyper-individualized up-sell and Provide dynamic, hyper-individualized up-sell and

cross-sell opportunities

Convenience

Skip stressful checkout lines during hectic

shopping periods

The Magic Beans Solution? An App!

Magic Beans Mobile Goal

Empower customers with mobile solution to increase satisfaction increase satisfaction during in-store visits.

Magic Beans App Benefits

• Dynamic mobile application

for iPhone, Android and

BlackBerry

• Scan and interact with • Scan and interact with

products

• Access ratings, reviews and

detailed product information

Magic Beans App Benefits

• Receive relevant promotions

and targeted discounts

• Store account information

and purchase historyand purchase history

• Checkout without having to

wait in line

Magic Beans App Full Feature List

• Product information

• Dynamic cross-

sells/upsells

• Pricing

• Promotions/offers/deals

•Barcode Scanning

•Location awareness

•Advanced digital wallet

•Digital receipts

•Optimized mobile browsing• Promotions/offers/deals

• Coupons

• Multi-channel Checkout

• Account management

• Analytics

• Customizable dashboard

•Optimized mobile browsing

•Maps

•Wish Lists

•Social media

•Rating & reviews feeds

2010 Holiday Results

42% of smartphone owners chose mobile

self-checkout instead of waiting in line at a waiting in line at a

Magic Beans during the holiday season.

2010 Holiday Results

12% of all transactions during the holiday season

were completed were completed through Magic

Beans mobile self-checkout app.

2010 Holiday Results

60% of consumers who scanned a

product with their smartphone purchased

that product.

2010 Holiday Results

Shoppers using the

Magic Beans app

rang up tickets that

averaged 8% more averaged 8% more

than register based

transactions.

The Future of Mobile Commerce

at Magic Beans!Tablet-Assisted Shopping!

Thank you!

Q&A